Vignas goes international in the transformation and upgrading
Recently, domestic well-known clothing listed company Vignas announced the first half of the financial report, it is worth noting that all financial indicators showed a substantial growth trend: operating income of 930 million yuan, an increase of 149.85% over the same period of the previous year.
About 5 billion acquisition of Korean companies
Multi-brand three-dimensional pattern
In September last year, Vignas announced that it intends to acquire the TEENIEWEENIE brand held by Korea Yilian Group and the related assets and business of the brand.
It is understood that the TEENIEWEENIE brand was established in South Korea in 1997 and introduced to the Chinese market in 2004. It has now become a leading mid-to-high-end fashion casual wear brand.
The data shows that the TEENIEWEENIE brand has established nearly 1,400 stores in China, of which 92% are direct-operated stores. The stores cover the main mid-to-high-end sales channels in the first, second and third cities of China.
In March 2017, Vignas announced that the company had invested RMB 4.93 billion to acquire the famous brand "TEENIEWEENIE" of Korea's clothing.
Some analysts said that this acquisition will further expand the company's brand layout and enhance the synergy effect of various brands. The multi-brand three-dimensional structure of the Vignas Group has gradually formed, and the long-term business space has been expanded.
According to industry analysts, the continuous growth trend has created a detonation condition for the opening of A-level stores in the second half of the year, and it is expected to achieve better growth in the second half of the year. TEENIEWEENIE aims to nurture children's wear and men's wear as the driving force for future growth.
Brand continues to file
Single store revenue ranks in the forefront of the industry
Following 2015, the VGRASS brand continued to upgrade and optimize the store, and the number of stores has been reduced from more than 360 to 160.
As for the continuous closing of the store, Vignas explained that “the company will continue to optimize the channel structure, close the low-end stores that do not match the brand image, and open high-end shopping malls. The apparel industry is currently facing very fierce challenges, in addition to domestic brands and international In addition to brand competition, sales channels have also undergone great changes. Traditional single-storey department stores have gradually been replaced by diversified shopping malls including shopping, catering and entertainment. Traditional offline sales are gradually being used by e-commerce. The impact of the sales model. This also forces apparel companies to make a transition in advance, otherwise they may face a crisis."
In the view of the relevant person in charge of Vignac, the reform and upgrading has already begun to bear fruit. Although the continuous promotion from 2015 has continued to increase brand investment, the number of stores has continued to decrease, and operating income and net profit have continued to decline, but in 2017, Half-year revenue profit turned positive year-on-year (the number of stores decreased by 22% compared with the previous year).
Increase the layout of shopping centers
TEENIEWEENIE power line
Vignas is also increasing the layout of shopping malls while continuing to close low-end stores that do not match the brand image.
“Vigna said that the company’s terminal stores adopt a direct-oriented model, build a nationwide marketing channel, focus on the core business district, and continuously optimize the channel quality.†Vignas’s responsible person said that based on the channel type The general trend of offline distribution channels, and actively choose the positioning of the same shopping center as the main goal and direction. The choice of urban areas is that the terminal network covers the core business districts of major autonomous regions and major cities in the country.
It is understood that the VGRASS brand has opened two high-end stores in Beijing SKP and Nanjing Deji, and has a large number of files from the store image, product portfolio to terminal services. Beijing SKP and Nanjing Deji opened the first month of sales of 2 million yuan. Since the opening of Nanjing Deji, sales have maintained the first place on the same floor of the mall.
The TEENIEWEENIE brand has comprehensively studied the habit of online shopping for customers online and offline, using A-level online channels and O2O systems, and online channels have gradually maintained influence. In the first half of the year, online sales grew rapidly. In mid-June, online sales were boosted by 54% year-on-year, and the first half of the year was 30%.
Going overseas
a luxury brand that creates Chinese cultural elements
In China, Vagnas' main brand VGRASS is gradually positioned. In 2015, it acquired Nanjing Yunjin, promoted the company's luxury brand construction and laid out high-end customized services, and took the first step of multi-brand layout.
In order to realize the vision of “creating a luxury brand with the characteristics of Chinese cultural elementsâ€, Vignas registered Vagessias Italy Ltd. (VGRASSITALYS.RL) in Italy in 2016 and established a fashion R&D design institute in Europe. Hire an internationally renowned creative director and designer team, and intend to combine Nanjing Yunjin to launch high-end brand fashion with both Chinese cultural elements and international fashion trends.
According to reports, the Milan VGRASS high fashion store is scheduled to open at the end of this year to showcase the fashion and art that incorporates Chinese cultural elements such as Yunjin.
The above-mentioned person said that we hope to expand the pattern of overseas markets and integrate the Yunjin element into VGRASS women's clothing. While testing the international market, we will also lay the foundation for the next step to launch a new independent brand with Yunjin as the core.
At present, Vigner has the high-end casual clothing TEENIEWEENIE brand, high-end women's VGRASS brand and the Chinese cultural element luxury brand Nanjing Yunjin. In fact, Viganna's multi-brand three-dimensional layout covering multiple grades and multiple customer groups has taken shape.
Quality is the guarantee of the brand. The Vignas Group currently has design and development centers in Milan, Seoul, Shanghai and Nanjing, and cooperates with internationally advanced fabric suppliers to increase investment in design and development. Design teams in Milan, Seoul, Shanghai and Nanjing. Learn from each other, cross-competition; continuously optimize product processes; polish and improve supply chain systems at the same time.
“The goal of consistent series of actions has significantly increased the value of the brands and products of the Vignas Group. At the same time, it has accumulated experience, training ability and training team for the next step to create a luxury brand with Chinese cultural elements.†Will accelerate the diversification and international brand development strategy.
(Disclaimer: The content of this article is published or reprinted for the company's publicity information. It only represents the author's personal opinion and has nothing to do with this website. It is for readers' reference only, and please verify the relevant content by yourself.)
Velvet Jewelry Box,Velvet Necklace Box,Velvet Earring Box,Icebox Jewelry Set
Shenzhen Yi Ding Peng Packaging Design Co., Ltd. , https://www.szydppackaging.com