Urban Beauty Line Penetration Expansion To Open Up O2O Full Channel Marketing

As of December 31, 2014, its retail network had 7026 stores, with a net increase of about 980 franchised stores and 256 self operated stores. It is easy to see from the earnings of urban beauty that the expansion speed of its franchisees has a strong positive correlation with the growth of performance. In 2014, under the impact of the big wave of the Internet, sales to franchisees still accounted for 67.1% of the total annual sales revenue of urban beauty, and this proportion was even more than 90% before 2013.

The efficient management of flattening and the close interaction with franchisees are the key to ensure sound profitability, Zheng Yaonan pointed out.

Long term focus on the multi-channel infiltration of the mass market is the traditional genetic advantage of urban beauty, and the pace of improvement has never stopped. According to the introduction, the offline channels of urban beauty are not only traditional commercial streets and pedestrian streets, but also open shops to communities, schools and transportation hubs to expand the contact area between brands and consumers.

Many industry insiders worry that two-way expansion of online and offline marketing channels will lead to vicious competition between stores and electric providers. In response, Chen Yaonan said, "this is precisely the formation of complementary advantages". In his view, the company's "sharing profits between franchisees and electronic business platforms" and "online and offline unified retail price" and other initiatives are the benefits of store employees who are not protected by electric shocks.

In addition, in order to achieve a win-win situation between online and offline, the company has differentiated management of products. City beauty told Xinhua network reporter that Tmall products we use special products, this year will also launch a new series on the electronic business platform, pilot network feedback, for our future offline category development is very good.

Admittedly, O2O has actually opened up the three major channels of price, logistics and information, with the help of the urban beauty who owns natural resources with wide coverage and long depth. Internet The wings can achieve more accurate marketing. "Offline channels capture and expand member teams. Online super capacity can activate inactive customers and create more repetitive purchases," Chen Yaonan pointed out.

30 years of reform and opening up. manufacturing industry Great changes are taking place. Among them, the Chinese textile industry with strong international competitiveness has stepped into the gateway of wrestling capital market and brand competition after breaking through the difficult stage of trade barriers, and the urgent matter for enterprises is how to realize "going out of products" and "going out to find capital".

Among them, the knitting industry of urban beauty is very remarkable. since Urban beauty Since landing at the Hong Kong Stock Exchange in June 26, 2014, the market has once again introduced the underwear brand to the international investment banks and buyers.

Up to now, the share price of the city beauty has risen from 3.5 Hong Kong dollars / shares at the beginning of the market to 5.49 Hong Kong dollars / shares, with a market value of more than 10 billion Hong Kong dollars.

Recently, the 2014 earnings report released by urban beauty shows that the company's revenue during the reporting period has increased by 37.4% to 4 billion 8 million yuan, a net profit of 425 million yuan, an increase of 54.3% over the same period last year. Earnings per share reached RMB 24.86, up 35.3 from the previous year. The Board recommends a dividend of 10 cents / share to shareholders of the company.

As a Growth Company with a yearly profit of 400 million yuan and a compound growth of 30% and a price earnings ratio of only 17 times, many market participants are optimistic about the investment value of urban beauty.

The famous financial commentator, Shui Po, pointed out that this can only be snooping one or two from the lower price earnings ratio of the urban beauty than the A share board related companies. "If we combine the concepts of mergers and acquisitions, upgrading and upgrading, it is possible to think that if the urban beauty is listed on the A shares, the market will give a higher valuation, and the stock price will increase by 3 times to 4 times."

The success or failure of urban beauty to transform the brand of high-end clothing is time to prove, but there is no doubt that the incremental space of potential market is being released.