During the normalization of the epidemic, local high-end women’s clothing brands are constantly adjusting their market expansion actions.
Shenzhen Elise Clothing Co., Ltd. (hereinafter referred to as “Elise”) recently announced that the company will invest the funds raised from the initial public offering of stocks (hereinafter referred to as ” The construction period of the “IRO Brand Marketing Channel Construction” project has been extended.
The “IRO Brand Marketing Channel Construction” project was launched in April 2017, through the acquisition of Shenzhen Qianhaishanlin Investment Management Co., Ltd. (hereinafter referred to as “Qianhaishanlin”)16 % of the equity, acquired the controlling stake in Qian Hailin, and further indirectly obtained the controlling stake in IROSAS, thereby operating the French designer brand IRO on a global scale.
The construction period of the IRO brand marketing channel construction project is 36 months, with an investment of 102 million yuan, of which the construction investment is RMB 63.4341 million and the working capital is RMB 38.7586 million. , the project plans to build 44 IRO brand stores in 27 first- and second-tier cities across the country through leasing, joint ventures, etc., and correspondingly increase the business area (construction area) by 5,328 square meters.
Elisi said that since the implementation of the fundraising project, the company has paid close attention to the project construction situation and prudently planned the use of raised funds. . However, during the subsequent implementation of the project, the epidemic affected the domestic and foreign business environment, causing the project construction progress to be delayed than expected. In order to ensure the construction quality and overall operating efficiency of the raised investment project, and reduce the investment and operational risks of the raised investment project, the company plans to The date for the project to reach its scheduled usable status will be extended by three years, that is, the date for the project to reach its scheduled usable status will be extended to April 2024.
Industry insiders believe that as the only brand of IRO with overseas business, IRO’s overseas sales revenue accounts for about 20%, and most of the profits are contributed by domestic companies. Store openings in Germany and the Netherlands have achieved good results. Although there is greater uncertainty about overseas epidemics, Ellis has made corresponding preparations.
The financial report also shows that in the first half of 2021, Elise achieved operating income of 1.099 billion yuan, a year-on-year increase of 35%. Excluding the impact of Baiqiu e-commerce outgoing business, the main business from a comparable perspective Business revenue increased by 41% year-on-year, and net profit attributable to shareholders of listed companies reached 186 million yuan, a decrease of 28.9% from the same period last year. Looking at the brand, the main brand ELLASSAY’s operating income was 470 million yuan, a year-on-year increase of 23.4%, mainly due to the epidemic period Franchise channels that were greatly affected increased by nearly 90% year-on-year; Laurel brand operating income was 110 million yuan, a year-on-year increase of 114.0%; IRO global operating income was 290 million yuan, a year-on-year increase of 26.5%, of which the operating income of China/overseas areas were respectively 0.7/220 million yuan, a year-on-year increase of 68%/18%; self-portrait operating income was 70 million yuan, a year-on-year increase of 3707.5%; EdHardy operating income was 150 million yuan, a year-on-year increase of 50.3%.
Ding Shijie, an analyst at Guosen Securities, said that in the first half of this year, the growth of each brand of Ellisi was very strong, with complementary advantages and alternate growth. . Carry out active public and private promotion online to amplify the brand’s reputation and empower omni-channel sales. In the future, we will steadily expand stores offline. Specifically:
First of all, the main brand has injected youthful elements and will steadily expand stores in the future. The main brand ELLASSAY is committed to establishing emotional connections with young consumers, using a novel perspective to inject freedom and fun into the brand DNA, and has successively launched new season monogram, virtual character @Elisa, Super Thursday Live+, green screen technology fashion show, etc. , opening a new chapter for the brand with futuristic and pioneering creativity. The current number of main brand stores is 287, and it is expected that store expansion will be carried out at a relatively stable pace in the future.
Secondly, brands in the growth stage have strong development momentum and are expected to open stores faster than the main brand. Laurel currently has 58 stores and will continue to expand channels in the core business districts of first- and second-tier cities in the future. ; Ed Hardy currently has 116 stores, and will expand online and offline marketing resources while expanding its target market in the future; IRO currently has 69 stores worldwide; there are 11 self-portrait stores, and it is expected that the brand will open stores faster than Main brands, especially self-portrait with good growth momentum.
In Ding Shijie’s view, Ellisi’s operating income performance in the first half of the year Growth is strong on a comparable basis, and the growth momentum in the second quarter is relatively good. The gross profit margin of most brands has an upward trend, and the main business has restarted growth. The company’s content marketing is in a leading position in the industry and is expected to drive global sales. At the same time, offline, the main brand will steadily expand stores, and growth-stage brands are expected to achieve faster store expansion and exert online and offline synergy effects.
Mi Hanjie, a researcher at GF Securities, pointed out that from a global perspective, integrating brand resources to establish multi-brand groups is one of the longest-lasting development methods in the apparel industry, including LVMH, Kering , VF, Capri, etc., while Elise is committed to becoming an internationally competitive high-end fashion brand group.Currently, it has established a high-end brand matrix involving fashion, trendy brands, affordable luxury, Internet celebrities and other fields, including Chinese high-end women’s clothing brand ELLASSAY, German high-end women’s clothing brand Laurèl, American light luxury trend brand Ed Hardy, French designer brand IROParis, The British contemporary fashion brand self-portrait accounts for 43.28%, 9.98%, 13.50%, 26.38%, and 6.86% of its main business revenue respectively, with a relatively balanced revenue share. What needs to be noted is that the company has strong single store operation capabilities, rich channel resources, gradually built a digital system to empower multiple brands, and established a rapidly fission marketing system. From this, it is expected that the future growth momentum of Ellisi will be positive. Get a constant release.
A few days ago, Elesis closed at 15.41 yuan per share, a decrease of 2.53%, with a market value of 5.688 billion yuan.
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