Open up the field of children's shoes to get rid of dependence on a single category of Ann's
This year, “ 61 ” children's day has just landed the Shenzhen Stock Exchange in the high-end clothing enterprises — — Ann Taylor (002875, SZ) in the latest investor relations activities "record form" said later the company to continue development of small children and infants and children's clothing. In addition, the company launched this year, children's shoes category, currently accounted for relatively small.
In June 22nd, Ann secretaries office staff Jiang Chun told reporters, the children's category also use “ Annil Ann ” brand, and large children's products.
In the line of business partner Dai Zhongwen think, develop the field of children's shoes need a process, the overall performance of pull may be limited, but because ANN has a certain brand awareness, so if the product conforms to the target consumer group, growth period.
To get rid of the single category on
At present, Ann all revenues are derived from the &ldquo Annil ” ANN; brand, and the main income comes from children's clothing products, there is too dependent on a single brand and big kidswear business risk. ANN in the Prospectus have admitted this risk.
However, Ann is trying to shed a single category of dependence, and the creation of 0~3 year old children's series in 2012. ANN in the "investor relations record sheet" activities revealed that at present the proportion of about 15% small children, nearly 100 children store.
Ann had said that before 2014 the company business can continue the growth of 20%~25%, with the children's clothing market entrants increase gradually, while increasing the company's brand channel permeability, size increases, the growth rate has slowed. The follow-up comprehensive two child policy will bring the expansion of the market size, from the current point of view, the layout of small children's clothing is also necessary, great potential for future growth.
Dai Zhongwen analysis to reporters, after the release of the two child policy in the country, small children will usher in a new period of development, Ann Taylor naturally will not miss this opportunity to expand their own brand and category.
This time, Ann Taylor launched children's products, but also expand the company's product category. But Jiang Chun told reporters, the children's category also use “ Annil Ann ” brand, and large children's products.
Therefore, Ann is still not expand to other brands. Previously, Ann Taylor also revealed that the company has no plans for new brands hatch.
The shop closed shop /
Ann is still the "investor relations log" mentioned in the future development plan.
“ we will continue to enter the quality department store, while actively layout Shopping Center shops, shopping centers, larger overall size of the store, is conducive to product display. The need for continued development of a second tier city, Southern China good development, China needs to be developed, China also needs to be strengthened, if North Shenzhen Guangneng reached volume 80%, is very good. ” ANN said.
However, the reporter noted that in recent years, Ann Taylor offline channels is not ideal, but also continue to open new stores in the closed shop.
Prospectus, as of the end of 2016, Ann offline channels together have 1458 stores, including 970 directly operated stores, 488 stores, a second tier city accounted for nearly 70%, three or four line city accounted for about 30%. 2014~2016, Ann new number of retail outlets were 174, 135 and 124; the same period close to the number of directly operated stores were 83, 105 and 151.
In this regard, Ann explained that the company actively adapt to the consumption trend in recent years under the line retail shopping center, further increase in the shopping center brand store shop. At the same time, on the part of the performance is not expected to direct the mall store associates were closed, the newly opened shopping mall store associates quantity is also reduced.
It is worth noting that the opening of new stores or Ann Taylor listed equity investment projects in the main event.
In June 1st, Ann IPO issue price of 17.07 yuan per share, net proceeds of 379 million yuan, mainly for the marketing center construction project design, R & D center construction project, information construction projects and supplement and other main business-related working capital.
Among them, the marketing center construction project intends to invest 234 million yuan, nearly 2/3 of the funds raised. The project is made up of two main components, including 295 new outlets and office facilities for the company's headquarters marketing center.