Brand Annexation: Anne 24 Million Increases Capital Xin Yu Baby To Take "Sunshine Rat", By Way Of Baby Child Products To Enhance Their Competitiveness.

A shares "children's wear first share" Shenzhen city Limited by Share Ltd (hereinafter referred to as "angel") announced in February 14th that the company increased cash in cash of 24 million yuan, Shenzhen Xinyu Baby Clothing Co., Ltd. (hereinafter referred to as "Xinyu baby"), subscribe Xinyu baby new registered capital of 2 million 500 thousand yuan, after the completion of the capital increase, the company will hold 20% of Xinyu baby.

Reporters learned here that Xinyu baby owns Sunroo's brand business, core personnel, trademark rights, patents, domain names and other intangible assets, and operates Sunroo brand independently.

The Sunroo brand is natural, simple and generous, with strong product R & D capability and excellent quality. It has a certain brand awareness and reputation in the Ying Xiaotong market, and has a certain market influence.

He believed that Xinyu baby can cooperate with the company's baby products.

This investment is also conducive to fostering the company's new profit growth point, enhancing the company's market competitiveness and profitability, and achieving sustained, rapid and steady development of the company.

Public information shows that Ann is the only pure children's clothing standard of A shares, its brand Annil, positioning the high-end children's clothing market in the age of 0-14.

In the 2012-2017 year, the company's operating income continued to rise, but affected by the industry's inventory crisis, the net profit fluctuated greatly.

After a series of reforms, the company's revenue and net profit resumed growth in the first three quarters of 2018.

In the first three quarters of 2018, the company realized its operating revenue of 795 million yuan, up 18.9% from the same year, and achieved a net profit of 57 million yuan, an increase of 25.6% over the same period.

Shen Wenqi, an analyst with Southwest Securities, analyzed that the consumer group was 14 years old and had a special preference for the lively and intimate feeling of product image and the brightness and softness of colors.

Therefore, on the basis of "different comfort" brand concept, Anne added the core value of the "accompanying" brand, and promoted the brand image through the brand image, store design, online and offline media publicity, member activities and so on, so as to enhance the popularity and influence of "Annil Nier" brand.

Shen Wenqi introduced an independent R & D design and set up a design and R & D system characterized by "vertical integration and horizontal specialization". The technology field covers the complete research and development value chain of products from commodity planning, design planning, fabric development, styling design, version development, to process technology and quality control.

The company's product design research and development is divided into two seasons, spring and summer, autumn and winter, and product design and promotion are carried out in the half year development cycle.

In order to further enhance the accuracy of product life cycle, he will try to design products in four seasons in 2019, but the actual order is still in the 2 quarter.

In addition, in the past, the assessment of the sale rate of the terminal was limited to the 9 month sales rate, but at present, the examination of the terminal sales rate has been refined. Not only will we assess the digestion and inventory capacity of the final channel (to reflect the sales rate in 9 months), we will also examine the shorter sales rate data (such as 2 months, 3 months or 6 months), so as to better define the product life cycle.

Shen Wenqi predicts that he will continue to work hard to create more comfortable children's clothing products, and constantly optimize the product mix and improve the added value of products.

At the same time, he will further strengthen children's clothing products, strengthen the development of children's clothing products and other children's clothing supplies, and introduce home furnishing and accessories to meet the diverse needs of customers with a wealth of product lines.

According to the financial report, in the first half of 2018, Ying Xiaotong's main business income increased by more than 40% over the same period last year. The main business income of Tong Tong increased by 15% compared with the same period last year. The baby's gross profit margin was higher, the product was exquisite, the fabric was comfortable and the quality was good, and the baby's children's products were expected to maintain a relatively high growth rate.

In terms of channels, the baby's products will be dominated by online channels, while the children's products will be mainly integrated stores.

According to the financial report, there are plenty of products, which can fully and effectively cover all kinds of clothing needs of children's clothing, and meet the consumption habit of one-stop shopping for children's clothing products.

The main business income of the company is mainly made up of coats, jackets, trousers and skirt products, and no major changes have taken place.

In the first half of 2018, the proportion of coat category accounted for the largest proportion of total revenue (33%), an increase of 31.8% compared with the same period last year, mainly due to the rapid growth in the sales of down garments, followed by tops (27%) and trousers (24%). The total proportion of the above three products accounted for 84%, while other categories accounted for a relatively small proportion (16%).

In the first half of 2018, accessories products increased by 64.7% over the same period last year, mainly due to the growth of sales of accessories, headwear and stockings.