The First Half Year Results Of Domestic Brands Are Exposed.

Recently, the domestic clothing brand entered the Mid-term Financial Report Disclosure stage, and many brands released the first half profit. In the first half of the year, security fashion, Saturday, Taiping bird and Sha Sha shares showed a different state.

Ann fashion: growth in the first half of 18.34%

In the first half of 2019, in the first half of the year, the net profit of Zheng fashion in the reporting period was 192 million yuan, an increase of 18.34% compared with the same period last year, and its operating income was 1 billion 124 million yuan, an increase of 49.49% over the same period. The online sales of clothing reached 162 million yuan, an increase of 40.91% over the same period last year. The number of stores in the first nine months of the main brand was reduced by 3 to 689, with gross margin of nearly 70%, representing an increase of 0.56% over the same period last year.

In the first half of the year, the profit growth was mainly due to:

1. the sustained and stable business of the main business and the rapid growth of ritual information business acquired in October last year.

2., we should vigorously promote the building of a contingent of qualified personnel, and introduce middle managers and overseas top management personnel with overseas experience.

3. pay attention to R & D design, invest 35 million 400 thousand yuan in the first half as R & D expenses, and set up a design and Research Center in Milan in April, employing Italy famous designer as its main brand high-end line designer.

Saturday: net profit rose 106.24% in the first half.

In the first half of, operating income reached 891 million yuan, an increase of 21.11% over the same period last year, of which the net profit attributable to shareholders of listed companies was 61 million yuan, up 106.24% over the same period last year.

In the third quarter of last year, on Saturday, it was still in a loss until the acquisition of the network. At the end of 2018, net profit increased by 100% over the same period last year. It can be seen that the acquisition of the Internet and the transformation of the new retail platform were successfully opened up on Saturday. In the first half of, we continued to promote strategic transformation and upgrading, and set up a new retail platform, which is "user centered, data driven, consumer scenario integration and integration", playing a synergistic role with the remote network and promoting the development of the "fashionable IP ecosystem". In addition, the obvious reasons for the obvious increase in net profit on Saturday are as follows:

1., improve the channel structure, vigorously expand the shopping center brand collection store "Saturday Mode" at the same time, develop e-commerce business, and build diversified fashion products sales platform;

2. make use of live broadcasting platform, social platform and public number sales to further expand new sales channels and marketing modes, and fully attach importance to and make good use of the fragmentation time of users.

3. on the product, Saturday pays close attention to the current consumer preferences, adjusts the product mix, and increases the proportion of leisure and fashion products.

Taiping bird: net profit in the first half of 132 million yuan

In the first quarter, the net income of Taiping bird declined by 34.9% to 86 million 590 thousand yuan. In another quarter, what is the situation of Taiping bird?

In the first half performance report released by Taiping bird in August 19th, the first half of the year achieved operating income of 3 billion 120 million yuan, and the net profit attributable to shareholders of listed companies was 132 million yuan, a decrease of 33.06% compared with the same period last year. Although it has improved compared with the first quarter, the dilemma of Taiping bird is still obvious.

So far, few domestic brands can confidently say, "I have succeeded in transformation", let alone the transformation of Taiping bird still brings pains. But whether it is brand building, commodity management or channel construction, Taiping bird has made some innovations and changes.

1. in the first half of the year, it again appeared in New York fashion week, and hosted the 10th anniversary celebration of Lok ting and the "BE ANOTHER ONE" show.

2. constantly optimize the commodity management AI system, make full use of big data and artificial intelligence, improve human efficiency, reduce overall operating costs, and promote the rational and fast flow of commodities, effectively meet the needs of consumers, and optimize the retail discount rate, the rate of selling out and the breaking rate of goods.

3., optimize the layout of the channel, increase the expansion of shopping centers, OLE and other channels, close and adjust the loss shops, and enhance the operation efficiency and profitability of Direct stores and franchisees.

Sha Sha shares: net profit fell 15.11% in the first half

A few days ago, he released the first half of 2019 performance report. The report shows that in the first half of this year, revenue was 123 million yuan, up 3.49% from the same period last year, and net profit was 9 million 52 thousand and 700 yuan, a decrease of 15.11% over the same period last year, of which the gross profit margin of main business was only 22.05%, and the business revenue of short pants category accounted for nearly 70%.

In response to the decline in net profit in the first half of the year, he said that 170 million yuan of the bank's financial products purchased by the company had not expired and could not recover the principal and income of the bank.

In the second half of the year, we will transform and upgrade the brand based on the underwear brand construction.

1., strengthen the construction and optimization of the whole channel marketing network, and steadily expand the stores.

2. integrate, optimize and enhance sales channels, and focus on superior resources in terms of product display and store layout, so as to standardize and institutionalize the underwear brand image.

At present, transformation and upgrading is still the trend of domestic clothing brands. How to make yourself stand out from the clothing market? In the economic environment is not very good, the clothing brand needs to be cautious about the future development. At the same time, we should make a summary of the past, make good positioning and plan well.