The Performance Of 2000 Stores Has Increased 9 Times. How Do You Do Business?

According to your 2018 earnings report, last year, you achieved 2 billion 812 million business income, down 13.52% last year. Net profit attributable to shareholders of listed companies was 685 million, down 536% from last year.

Franchise growth is too fast

In recent days, Limited by Share Ltd has received an inquiry letter from the Shanghai Stock Exchange on the 2018 annual report of the company.

According to the letter of enquiry, the reason why the Shanghai stock exchange requires the company to add a large number of affiliate stores is the reason for the large increase in operating income and the reasonableness of the stock exchange. If the statistics of the stores are consistent with those of the previous year, if the company does not agree with each other, ask the company to explain the impact on the business income and operating cost data.

There was a big controversy over the 2018 earnings report released by the April 30th people. The reason is that the company achieved 865 million yuan in revenue last year, an increase of 19.29% over the same period last year, while the franchisee realized a business income of 1 billion 201 million yuan, an increase of 904.66% over the same period last year.

Close shop 2809, performance increased 9 times.

There is no big problem in terms of figures, but there is a big contradiction between the increase and decrease of stores. For example, in 2018, the brand store of the expensive bird brand increased from 4 in 2017 to 1441, and opened 1438 new businesses. In addition, there were 515 new stores, 2809 closed houses and 2294 closed stores.

Battalion store revenue 865 million, an increase of 19.29% over the same period last year, because the company also announced that it was transferred from a franchised store to a direct store last year.

The franchisee's revenue is 1 billion 201 million. After closing 2809 stores and closing 2294 stores, its performance increased 904.66% from last year to 9 times, which caused a lot of controversy in the clothing circles.

According to the description of the company, the terminal sale mode of 2018 is divided into direct stores (including pure direct sales and direct sales) and franchised stores. Some of the original cooperation modes of "noble bird" brand distribution and authorization have gradually been transformed into direct cooperation mode, that is, the collection of shops.

In terms of direct battalion, there is still some controversy about the franchise. At present, the company does not publish the reply to the inquiry letter.

We looked at the first quarter performance report of the birds, but there was not much change in the number of stores. There were 1419 outlets and 1411 franchisees.

In terms of performance, the performance of franchising and direct battalion was not fully clear in the announcement. Only 122 million of the revenue of the direct store was announced, and the average single store revenue in the first quarter was 86 thousand. In 2018, the total number of stores was 600 thousand. The average store was 838 thousand.

The proportion of the agent is more than half.

As of December 31, 2018, the brand marketing network of the noble bird has covered 31 provinces, autonomous regions and municipalities directly under the central government. The number of stores has reached 2873, and the total retail terminal area is 234 thousand square meters. There are 399 first tier cities, 657 second tier cities, 1246 cities in three lines, and 571 cities in four cities.

Apart from its own brand, the company also acts as a well-known sports brand at home and abroad, such as Nike and ADI. In 2018, the brand reached 1 billion 100 million revenue, down 39% last year. Nike revenue 640 million, ADI revenue 439 million, increased by more than 20%.

Among them, Lining, the agent of the noble bird, has a 121 million revenue, but it fell 9.65% last year compared with the same period last year. The growth rate of Cage was the highest, with a 26 million 310 thousand increase in revenue, but an increase of 121.38%.

The revenue of the comprehensive agency business has reached nearly 1 billion 700 million, and the total revenue of the company has been 2 billion 812 million last year. At present, the agency brand business has exceeded 60% of the total revenue.