The Wonderful Place Of The Development Of Urban Beauty Against The Trend

In the depressed clothing industry, one enterprise added more than 1000 stores in 2014, with a total of more than 7000 stores, 78 days of inventory turnover days, and a daily net profit of 1.16 million yuan. Now its market value has exceeded 10 billion Hong Kong dollars. On the Internet, the "exploding milk" advertisement that Lin Zhiling endorses for it ignites the topic, and now it is added again Huang Xiaoming Endorse men's underwear+running men's cooperation.

This is Urban Beauty, its founder and chairman Zheng Yaonan He was the security guard of Wal Mart 20 years ago. However, as a media report said, "How Zheng Yaonan started as a small security guard in a supermarket and became the boss of a listed company in 20 years is not the focus. The key point is that when the domestic clothing industry is full of sorrow and the physical stores have been scattered by e-commerce, an urban beauty selling underwear has opened more than 7000 stores in more than 330 cities nationwide, and the speed of opening stores is still growing at the rate of 1000 per year. "

　　 Clothing enterprises The trend of closing stores has not been a year or two, and it continues in 2014. Data shows that in 2014, the number of Barney Road stores decreased by 388 to 3432 from 3820 in the previous fiscal year. Seven Wolf closed 73 stores in the first half of 2014, Jiumuwang closed 134 stores in the first half of 2014, Kanudi Road closed 53 stores, and Xinur closed 46 stores. Among the men's clothing listed companies, the seven wolves that closed the most stores actually closed 505 stores in 2013. The situation of women's wear enterprises is not much better. Sijie Global, which owns brands such as Esprit, had 38 stores in China in 2013. Compared with leisure brands such as Giordano and formal brands such as Seven Wolves, Chinese sports brands represented by Anta, Peak and 361 Degrees have gone through the rush of customs stores a few years ago. The total number of closed stores of sports brands such as Li Ning, Anta, Tebu, 361 degrees and Peak is close to 3000, of which the number of closed stores of Peak and Li Ning reached 1000 in 2012.

The 2014 financial report communication meeting of Metropolitan Beauty shows that Metropolitan Beauty takes the North China region with low market penetration and the third and fourth tier cities with high development potential as the main battlefields. By the end of last year, 980 franchise stores and 256 self operated stores had been added. Now it has 6049 franchise stores and 977 self operated stores, of which franchise stores account for nearly 90%. In 2014, the company's sales revenue increased by 37.4% year on year, reaching 4.008 billion yuan.

On March 2, 2015, Metropolitan Beauty purchased the high-end underwear brand Oudifen for 92 million yuan. The research report shows that in terms of retail sales of bras and women's underpants, ODIFEN ranked fifth and seventh respectively in China in 2014.

At one time, high-end underwear brands represented by Odiphone and Love were almost the standard configuration of the first and second tier mainstream department stores. The later popular brands, such as Urban Beauty and Emanli, choose stores in third and fourth tier cities and county-level cities as the starting point. By the end of last year, the stores of Metropolitan Beauty had spread to 330 prefecture level cities in China, even to more remote rural markets. But the energy of these small shops is amazing. Frost Sullivan's report shows that, based on the total sales of China's underwear industry in 2013, urban beauty accounts for about 2.8% of the market share of the intimate clothing industry, which is almost three times that of Ann Lifang, the second largest practitioner in China in this fragmented market. Zheng Yaonan said: "The Group is expected to expand its market penetration in China's high-end intimate clothing market through the perfect sales network and well-known brands of Shanghai ODIFEN."

Yu Zhenqiu, Vice President and Chief Financial Officer of Metropolitan Beauty, said that at present, the inventory turnover days of Metropolitan Beauty are 78 days. There are more than 11000 SKUs and more than 1000 SKUs. According to his introduction, among many underwear peers in the industry, the turnover period of goods is up to 200 days.

In essence, it is still a single store franchise mode. However, in the case that single store franchises are "not doing enough" in succession, urban beauty is doing air advertising with the endorsement of high-profile Lin Zhiling and Huang Xiaoming, and cooperating with the ground channels, it has become prosperous.