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Li Lang Enhances Image Enhancement And Channel Integration

2013/8/12 20:23:00 18

Men'S Clothing Men'S Clothing Men'S Wear Market Men'S Wear Industry.

In the face of channel pressure, China's P insists on brand positioning and does not blindly discount. On the other hand, it actively promotes terminal image and channel integration, and closes and reorganizes a number of inefficient shops.

The sub line brand L2 also readjusted product lines and integrated channels.

canceling part of the winter orders, about 140 million revenue increased by 3.15% year-on-year growth rate slowed down

2012 China's "a href=" //www.sjfzxm.com/news/index_c.asp "ll" /a (hereinafter referred to as "Li") operating income increased by 3.15% to 2 billion 793 million 400 thousand yuan (the same below), the growth rate slowed down.

Gross profit increased by 6.5% yuan to 1 billion 124 million yuan from 1 billion 55 million 500 thousand yuan in 2011, and gross margin increased by 1.2 percentage points to 40.2% (39% in 2011).

The average stock turnover period is 55 days.

Among them, the main brand LILANZ annual sales volume was 2 billion 586 million 700 thousand yuan, a slight increase of 0.3%, accounting for 92.6% of the total turnover (95.2% in 2011).

Uchi Toshiro P insisted on brand positioning and maintained the profitability of distributors. He did not blindly follow other brands, and implemented the pricing and retail discount policy to slow the growth of sales.

to ensure the health of retail channels, the group cancelled some winter orders (about 140 million yuan) after discussing with distributors.

In addition, the 2013 lunar new year in February, more winter orders postponed to January 2013 shipments, but also in the second half of the year sales fell.

During the period of , the sales volume of products decreased by 2.7% compared with the same period last year, but the average selling price increased by 3.1% to 228 yuan under the change of product mix, and the total sales volume and average selling price of the group increased by 1% and 1.8% respectively.

"P > in all kinds of products, sales increased by only a slight increase of 0.6% in the autumn and winter in 2011, but it was still the most important sales product, accounting for 70.8% of the total turnover (72.2% in 2011), and continued to focus on improving the material and quality of trousers. Its sales volume and average unit price increased by 9.6% and 6% respectively, while the sales of accessories increased 33.5%, accounting for 5.6% of the total turnover (4.3% in 2011), and the sales growth of < a target=" _blank "href=" //www.sjfzxm.com/ "> shoes < /a > doubled.

subregion, Eastern and Central South China is still the main contributive area of income, accounting for 58.7% of the total turnover (59.7% in 2011), and the total number of shops accounted for 52.9% (52.8% in 2011).

Central and southern and northwestern regions are the two fastest growing regions, maintaining double-digit sales growth in the current economic environment.

The income of Tianjin and Inner Mongolia was 147 million 200 thousand yuan, accounting for 5.3% of the total turnover, and 9.9%; the northeast area (Heilongjiang, Jilin and Liaoning) earned 191 million 500 thousand yuan, accounting for 6.9%, a decrease of 8.4%; the income of East China (Jiangsu, Zhejiang, Zhejiang, Zhejiang, stock, trade and trade) was 928 million 200 thousand yuan, accounting for 33.2%, decreasing by 5.6%; the central and southern regions (712 million 400 thousand, yuan, China, Hong Kong, Hong Kong and China) earned 712 million 400 thousand yuan, accounting for 25.5%, with a growth rate of 25.5%; the income of southwest region (",", ",", "and") was RMB yuan, accounting for the growth rate; specifically, North China (Beijing, Hebei, Shanxi,

Northwest region has the most significant growth in turnover, with a total increase of 28 (11.7%) in the period.

East China has been greatly affected by the slowdown in retail consumption, coupled with the unusual rain in the first half of the year, and sales declined.

In North China and Northeast China, because some two level distributors are not operating well, the group has integrated the store network and eliminated a number of stores, and sales have dropped.

The cost of sales during the period increased by 1% from about 1 billion 652 million 500 thousand yuan last year to about 1 billion 669 million 300 thousand yuan, including two brand LILANZ and L2 inventory provision of 59 million 500 thousand yuan (5 million 800 thousand yuan in 2011).

According to the group policy, the inventory of aged inventories has been fully provisioning for more than one year. Due to the special circumstances in 2012, appropriate provision was made for products that were not sold in those years.

Sales and distribution expenses during the period were 325 million yuan, accounting for 11.6% of the total turnover, up 1.5% from the same period last year.

Publicity, marketing expenses and decoration subsidies amounted to 254 million 400 thousand yuan, accounting for about 9.1% of the total turnover, representing an increase of 0.9% over the previous year's 8.2%.

This is mainly because the group launched a new store image in the second half of 2012 and began to shop in batches.

At the same time, the group increased television advertising during the European Cup and Olympic Games, and also increased spending on publicity and marketing.

Li Lang group said that the slow growth of the company's turnover in 2012 was mainly caused by the weakening of the macro consumption environment and the influence of weather factors, which was particularly evident in the second half of the year.

According to the season analysis, spring and summer are affected by rainy weather, and retail sales are weak. In addition, the autumn is short. Part a href= "//www.sjfzxm.com/news/" > men's wear brand < /a > the second half of the year is severely discounted, which makes the company's channel pressure increase, and affects the execution of winter orders.

Less than P, Citigroup said its profit last year was 627 million yuan, 4% lower than market expectations, mainly due to lower than expected revenue.

Wholesale sales fell 9% in the second half of last year, reflecting the reduction in the implementation of the order.

Wholesale sales are expected to fall further by 9% this year.

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Thailand Bangkok airport advertising integration supply chain increase outsourcing production /p >

In 2012, P continued to strengthen its brand image from stores, publicity and products.

group uses different publicity channels to promote Lloyd's brand to its target consumers and < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >, attract more customers, enhance customer loyalty, enhance the position of LAK Lang in the fashion industry; continue to advertise traditional and emerging media in all cities and towns, including CCTV, fashion magazines and Internet, etc., and increase CCTV advertising investment during the June European Cup and July and August Olympic Games.

especially for frequent high-end customers who travel frequently, the group put large billboards at Shanghai Hongqiao Airport and Thailand Bangkok airport.

"P > Sina micro-blog has seen business people in Bangkok airport to see the image ads of Li Lang, feeling very cordial, but also feel that domestic fashion brands have more and more influence.

During the period of , Chen Daoming renewed the LILANZ brand spokesperson, filmed and launched a new series of LILANZ TV commercials in New York, which was launched in the second half of 2012 to highlight the "simple but not simple" brand image.

Li has always believed that product design and quality are the key to the success of the brand. Over the years, we have been insisting on the trend of China's commercial casual menswear market through innovative product design and fashion and simplicity.

At present, there are more than 100 design and development teams in LILANZ products, and the product development department of the sub brand L2 is located in Shanghai, about 35 people.

to further strengthen product development, the group set up the commodity planning department during the period, and began to plan product design from market research and research to provide products that are more close to the market demand. It is expected that the product planning department's effect on research and design will be reflected in the spring and summer 2013.

During the period , the group continued to produce three ways: self production, subcontract processing (process operation) and outsourcing production (OEM procurement).

The group has increased its cooperation with fabric suppliers to keep the production cost under control while maintaining the uniqueness of the fabric.

At the same time, we must strengthen the control of outsourcing raw material procurement, and select partners with more cost advantages. We need more outsourcing manufacturers to use the specified "a target=" _blank "href=" //www.sjfzxm.com/ "> cloth" /a "suppliers, and gradually reduce the sub contract processing and pfer more orders to outsourcing production, so that the production capacity is more flexible, and the ability to cope with the supplement is increased.

the cost of internal and external production accounts for about 54.7% of total sales (50.7% in 2011).

In fact, the increase in the gross profit margin of the group is mainly due to the integration of the supply chain.

however, the order situation is not optimistic this year, due to the depressed retail environment and the high inventory of the channels in the spring and summer of 2012.

The total sales volume of the main brand LILANZ in spring and summer 2013 was 9% negative year-on-year, the average unit price increased by a low number of units, and the total amount of orders in autumn decreased by 26% year-on-year.

Wang Liangxing, vice president, chief executive officer and executive director of China P, said that the winter orders will be stabilized. It is expected that the retail market of "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "will be stable in 2014, and there will be a good development in 2015.

Li Lang group said that the brand is one of the core assets of the group. The successful establishment of a distinctive brand image and unique brand personality will help enhance brand value and product added value and consolidate the leading position of the group in China's business casual menswear market.

The long term strategy for production and supply chain management is to increase cooperation with outsourced manufacturers, increase flexibility in production arrangements and enhance the ability to make up orders, and plan to further reduce the proportion of orders in order to strengthen control of channel inventory risks in 2014.

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L2 sales 194 million 100 thousand integrated product line and sales network /p >

Group Deputy brand L2 positioning young fashion, the proportion of shops in the first and second tier cities is larger.

During the period, the group adjusted L2's product positioning strategy, reintegrated product lines, reduced work and party products, and focused on developing fashion casual wear.

L2 year-on-year turnover increased 50.5% to 194 million 100 thousand yuan, or 6.9% (4.8% in 2011). The average unit price decreased by 2% over the same period.

After adjusting the products, the total purchase amount in 2013 spring and summer increased by 17% compared with the same period last year, but the average unit price decreased year by year.

aiming at the great impact of L2 on the macroeconomic environment and foreign brand competition, the group reintegrated its sales network during the period to increase its net sales by 16 stores.

In the period of L2, L2 still has a heavy emphasis on East China and central and southern regions. These regions accounted for about 72.3% of total sales of L2 (70.6% in 2011), and the four main provinces, namely, Henan, Shaanxi, Hubei and Hubei, were expected to expand.

by the end of 2012, there were 252 stores in L2, 170 in East and Central South China, accounting for 67.5% of the total, 41 distributors (16 of whom were distributors of LILANZ) and 68 two distributors.

Of these, 170 stores are directly operated by distributors and 82 are operated by their secondary distributors.

According to the type of store, L2 has 155 independent stores and 97 department stores.

The total shop area is about 26700 square meters (25300 square meters in 2011), an increase of about 6%.

according to the plan, in 2013, we continued to adjust the L2 shop network, focusing on the above four provinces with potential growth potential, with a target opening of about 70-90, and expected to integrate about 50 inefficient shops.

in setting up shop location, it plans to establish cooperation with suitable shopping malls, open stores in more shopping malls, and increase L2 sales.

the short term channel inventory pressure of reloading 280 inefficient stores is still .

Li Lang has always attached importance to the store image. During the period, he continued to focus on upgrading the store image, optimizing the sales network, increasing the efficiency of the store, slowing down the shop opening speed and reintegrating some low benefit shops.

LILANZ has increased 195 stores.

in the second half of 2012, the company launched a new third generation shop design image rectification plan to help distributors improve their store image in stages.

The new store design is based on bamboo leaves as a design concept from shop fronts, wall backplanes and accessories. The decoration uses high-grade metal materials with bright lighting effect to make the product display more prominent.

In addition, the third generation store design will further improve the use of island display showcase, display footwear and accessories, and other products, which will help to increase sales.

During the period of , the group renovated about 280 stores. It is estimated that the whole shop renovation plan will last for about three and a half years. This year it will continue to be implemented and will be completed by 2015.

by the end of 2012, the number of LILANZ distributors and two level distributors was 64 and 1472 respectively, and there were 3227 retail outlets.

1069 of them are directly operated by distributors and 2158 are operated by their secondary distributors.

According to the category of shops, 2295 are independent shops and 932 are department stores.

The total shop area is about 359 thousand square meters (about 326 thousand square meters in 2011), an increase of about 10% over the same period last year.

Uchi Toshiro's plan to increase the 300-500 square meter store has been gradually promoted. There are 6 large shops open, 1 in Shanghai, 1 in Kunming, and 3 in Zhejiang, Yunnan and Jiangsu prefecture level cities, a county located in Shaanxi.

In addition to the LILANZ self flagship store in Jinjiang headquarters, Xi'an and Zhengzhou self flagship stores are also open for trial at the end of 2012.

to digest the inventory, the group encouraged distributors to set up one or two special stores in each province and opened special stores 30 days before the formal opening or renovation of the shops. At the end of the season, they also promoted sales at the temporary stalls of department stores.

During the period , the group strengthened the training of distributors and its management team. The courses covered retail management, brand agent chain business management and distributors' response to market changes.

Li Lang group said that effective retail management is an important cornerstone for healthy growth and development of businesses.

Li Lun also set foot in the electricity business.

During the period, LILANZ and L2 products will continue to be sold through the online platform. In addition to non seasonal products, the products and prices of the online sales platform will be unified with the physical retail stores.

in addition, since the end of 2009, the group has been developing software systems. By the end of 2012, the sales and inventory status of all retail outlets (except department stores and shops) have been linked up to achieve faster and more accurate grasp of sales information, timely improvement of different problems and the enhancement of the ability to develop products that meet market demand.

Li Lang group said that in 2013, the domestic "a href=" //www.sjfzxm.com "dress retailing" /a still faces many challenges. As one of the leading enterprises in China's men's clothing, Li Lang still firmly believes in the importance of developing brands to the long-term healthy development of enterprises, and firmly believes that the input of store image will benefit the long-term development of brands.

Therefore, the group will adhere to the principle of prudent and flexible management, adhere to the brand positioning, do not blindly discount; will strengthen brand competitiveness and ensure channel health as the primary goal, continue to increase product quality and product cost performance by increasing R & D and supply chain management, continue to adjust the pace of opening shop according to market conditions, and do not make efforts to open stores before the macroeconomic environment has improved significantly, so as to reduce the risks brought by shop expansion.

according to the plan, LILANZ opened 200-300 stores in 2013, integrating about 200 inefficient shops, and reorganizing some 700-800 shops.

At the same time, retail management training will continue.

In addition, in view of the uncertain future of the industry, the plan to build a new headquarters will be postponed.

"P > Meilin Merrill said it expects the company to open new stores this year, an increase of 3%, sales and net profits will be reduced by 10%, and it will not increase until 2014.

The company has put forward a number of measures to manage inventory in the channel, which will help restore health in the short term.

The 2013-2014 year profit forecast is 4% and 6%, and the target price is reduced from 5.5 yuan to 5.3 yuan. The price earnings ratio is expected to be 9 times this year, maintaining a "neutral" rating.

Morgan said that the order of the company's order in autumn 2013 was not good. The total amount of the order of the main brand LILANZ and the sub brand L2 decreased by 26% and flat respectively, mainly due to the high inventory of the autumn product channel accumulated last year.

The company will still be affected by excessive channel inventory in the short and medium term. It is expected that sales revenue will drop by about 2% this year, and the profit forecast for 2013-2015 years will be 13%, 14.7%, 14.4%, and the rating is "neutral".