Annual Sales Of 700 Million Have Stores, 761 Taiping Birds Bet Children'S Clothing To Increase Shop Will See How Variables.

Taiping bird said that the delay of the marketing network construction project is a prudent decision made by the company based on the actual situation, which is in line with the requirements of the company's operation and development.

Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") announced today (June 13th) evening that it decided to extend the implementation period of the marketing network construction investment project from the original June 30, 2018 to December 31, 2018. The total amount of investment, the number of stores, the way of implementation and other contents of the original project remained unchanged.

According to the announcement issued by Taiping bird, the company issued 55 million shares of the RMB common stock to the public, offering a total price of 21.30 yuan / share, raising the total amount of funds to 1 billion 171 million yuan, deducting the issuing cost of 90 million 873 thousand yuan, and raising the net cash amount to 1 billion 80 million yuan. The fund-raising fund mainly invested in the marketing network construction project, the Taiping bird clothing East finishing and distribution logistics center project and the information system construction project. Among them, the total investment of the marketing network construction project was 1 billion 28 million yuan, and the total investment return rate (ROI) was 22.67%.

The duration of the project is from July 2014 to December 2016. The main body of the project is the company and the wholly-owned brand subsidiary. The project will adopt the purchase and leasing mode to build 238 Direct stores, with a total construction area of 73050 square meters.

As of May 31, 2018, the marketing network construction project has opened 214 stores, actually invested 394 million yuan, the actual investment amount of 394 million yuan for the fund-raising investment.

Taiping bird said that the delay in the marketing network construction project is a prudent decision made by the company based on the actual situation, which is in line with the requirements of the company's operation and development, helps to raise the efficiency of the collection fund, does not change the direction of the use of the raised funds, and does not adjust the contents of the investment items of the fund-raising fund, so it does not have a substantive impact on the implementation of the project.

As of May 31, 2018, children's clothing brand MiniPeace and PEACEBIRD store have not yet completed the shop plan.

The company attaches great importance to the development of MiniPeace brand, and has drawn up stricter standards for location selection of channels and stores, and has formulated detailed store opening plans. However, due to the delay in the opening of some channels in the first half of 2018, the company decided to continue to open stores in accordance with the original plan in order to ensure the efficiency of fund raising. At the same time, in order to further enhance the brand influence and customer experience, the company intends to adjust and upgrade the management mode, location criteria, store image and goods management of the collection store, so the shop opening progress of MiniPeace and PEACEBIRD stores of children's wear brands has slowed down compared with the original plan.

According to the actual situation of the company and the progress of the project, the company expects the remaining 23 MiniPeace stores and 1 PEACEBIRD stores will be opened before December 31, 2018, so the company intends to extend the implementation period of the marketing network construction project to December 31, 2018.

The first textile network reporter learned here that Taiping bird entered the field of children's clothing in 2011 and founded the MiniPeace brand.

Children's clothing is mainly for children aged 4-10.

Children's clothing style

In the industry, the industry believes that Taiping bird actively collaborated with Disney and other brands to launch a hot IP (small yellow people, car rally, etc.) cooperation funds, loved by parents and children.

It is expected that the MiniPeace brand will grow at a relatively high speed when the birth of the second child policy reaches the age of 4-10, and will become a new growth point for the company.

Mi Hanjie, an analyst with GF Securities, said that the composite growth rate of MiniPeace brand was 86.75% during the 2013-2017 years. As of 2017, the brand revenue reached 709 million yuan, up 37.48% over the same period last year.

The company's children's clothing brand base is small, the growth rate is very fast in the past few years. At present, the company's children's clothing business is still in the growth period, the number of channels continues to grow. As of 2017, the number of MiniPeace children's wear brand channels is 761, compared to the more than 4300 Barbara houses of Semir's clothing, and the children's clothing of the company still has great room for growth.

In the view of MI Han Jie, compared with the industry giants, the Pacific bird still has a lot of room for growth.

As of 2017, the total number of channels nationwide was 4251 (excluding children's wear was 3490), while the number one group in China's mid-range casual wear industry has exceeded 8000 stores in 2016, so the company's channel and revenue scale has at least doubled its growth potential.

At the same time, compared with international fast fashion leading companies, Taiping bird's inventory turnover is much higher than that of international fast fashion companies, and there is still room for improvement.

Mi Hanjie said that the layout of the Taiping bird channel was excellent, leading the layout of new formats such as shopping centers and electricity providers. From 2013 to 2017, the retail sales of the shopping center store increased from 888 million yuan to 2 billion 883 million yuan, the compound growth rate was 34.25%, the retail sales volume of online shopping increased from 401 million yuan to 2 billion 166 million yuan, and the compound growth rate was 51.78%.

As of the first half of 2017, there were 1255 stores in the shopping center, an increase of 265 over the same period last year, and retail sales of shopping center outlets increased by 1 billion 293 million yuan, an increase of 17.32% over the same period last year. The retail sales volume of the company reached 759 million yuan, an increase of 37.82% over the same period last year.

The proportion of shopping centers and e-commerce channels in the company has been improving. As of 2017, the proportion of retail sales of the company's shopping centers and online stores was 27.56% and 20.70% respectively, and the four main channels, such as street stores, department stores, shopping centers and shop outlets, had been jointly driven.

Public information shows that Taiping bird is a retail oriented multi brand fashion.

The company is committed to providing consumers with high quality fashion apparel at medium price.

The company's main brands include PEACEBIRD women's wear and men's wear, Lok Ting LED 'IN women's wear, MiniPeace children's wear and MaterialGirl's five brands. As of 2017, the scale of brand business income was 2 billion 424 million yuan, 2 billion 264 million yuan, 888 million yuan and 516 million yuan respectively, and the number of brand shops was 1593, 1162, 635, 675 and 147 respectively.

According to Taiping bird's earnings report, in 2017, the company achieved operating income of 7 billion 142 million yuan, an increase of 12.99% over the same period, and a net profit attributable to the owners of the parent company was 456 million yuan, an increase of 6.72% over last year.

In the first quarter of 2018, Taiping bird achieved a business income of 1 billion 737 million yuan, an increase of 14.67% over the same period last year. The net profit attributable to the parent company's owners was 133 million yuan, an increase of 126.93% over the same period last year. Historical data also showed that in the 2011-2017 years, the compound growth rate of Taiping bird's business income and net profit attributable to parent company was 26.06% and 30.58% respectively. In addition to the impact of brand adjustment and asset impairment in 2016, the performance of Taiping bird has maintained double-digit growth. The gross profit margin, net interest rate, total assets yield and net assets yield rate of the company have shown an upward trend year by year, and the company's development momentum is good.