Looking at the home textile leading enterprises from the annual report: Has your transformation started to make money?

The 2016 annual report of some listed companies of Home Textiles was released recently. The reporters of China Textile News found that under the grim situation of the first negative growth in investment in the home textile industry, most home textile listed companies achieved breakthroughs through continuous innovation and exploration. sustainable development. From the perspective of operating income and profit income, the operating income of most companies has increased. Among them, Fuanna, Vosges, Dream Lily and Xilinmen have achieved double growth.

It is not difficult to see that the exploration of channels is one of the important strategies of the home textile enterprises in 2016. Whether it is the omni-channel layout of Fu Anna, or the multi-core of Fushang's Shangchao, physical store, e-commerce, group purchase, direct sales, online and offline linkage. Driving the new marketing pattern, or the integration of Mengjie's online and offline channels, has opened up new economic growth points to a certain extent.

At the same time, the big home has become the future development trend. With the changes in consumer demand, home textile products have also transformed from practical consumer goods to fashion items. In this context, traditional home textile companies have made adjustments, and the team that has transformed from a single category to a large home has been expanding. For example, Luo Lai Life actively promotes the “Everyone Spins Small Home” model and actively pilots the full-scale lifestyle home pavilion model; Fu Anna has launched the whole house art beauty home allocation strategy project; Meng Jie is aiming to become a high-quality home life service brand. And work hard.

For the industry reality of serious homogenization, strengthening its own research and development capabilities and enhancing its brand image has become the consensus of home textile enterprises in 2016.

Revenue and profit growth

Shenzhen Fuanna Household Products Co., Ltd.

Keywords: omnichannel + whole house art beauty configuration

In 2016, Fu Anna achieved operating income of 2.312 billion yuan, an increase of 10.46%; total profit of 557 million yuan, an increase of 13.37%, net profit of 439 million yuan, an increase of 9.42%.

Relying on the company's forward-looking strategic layout and proactive strategic planning adjustment, in 2016, Fu Anna achieved steady development. Among them, the most important strategic project - Fu Anna Meijia "Full House Art Meijia Configuration" officially faces the public, marking the official opening of its new business map.

In 2016, in the optimization of channel structure, Fu Anna's pace continued to accelerate. On the one hand, we will continue to expand our operations in the cities around our direct sales, and gain new growth points by gradually improving the management and management capabilities of our direct subsidiaries. On the other hand, take the initiative to adjust the structure of stores and channels, close small stores with poor business performance, cancel the development of stagnation franchisees, and open up to expand the larger city flagship stores and recruit franchisees with new development thinking, thus enabling The channel structure is more resistant to risks.

In the research and development of home textile products, Fu Anna once again leads the trend of the industry and opens the “redefined life style with color”. From the serial of product development to the color range of store display, Fu Anna meets and caters to consumers' demand for color in home life, and launches a new five-color series of home products. In this model, new sales in the two quarters of 2016 have achieved significant performance breakthroughs.

In the main activities of major platforms in the past year, Fu Anna e-commerce has made historic breakthroughs. At the same time, the improvement and construction of major domestic mobile marketing platforms, including self-built official malls and micro-sales malls, also enriched the channel types and contributed to the annual growth of e-commerce.

Vosges Group Co., Ltd.

Keywords: differentiated design + multi-brand strategy

2016 Vosges operating income of 4.375 billion yuan, an increase of 4.04%; exports of $ 433 million to complete, consecutive 18 years to maintain China's textile industry first; net profit of 378 million yuan, an increase of 21.68 percent, the economy Benefits have hit a record high.

During the reporting period, Vosges continued to maintain healthy and stable development. In the international market development, the Vosges to the high-end market focus on the goal, and actively play their reputation for quality advantages, the flexibility to adjust marketing strategy, with customers to develop a full range of differentiated products, the Japanese market to achieve a customer orders reflux and steady recovery; South Korea, Emerging markets such as Southeast Asia are showing rapid growth; the European market is under the pressure of multiple challenges such as Brexit, the refugee crisis, and large customers to reduce inventory. By digging deep into the market potential, customer orders are beginning to bottom out and slowly pick up; With the multiple advantages of product quality, reputation, service and production capacity, it has effectively slowed the trend of orders shifting to low-cost countries in recent years, which not only ensured the stability of the market, but also achieved good profits.

In terms of domestic brand building, Vosges further optimized its marketing channels by strengthening its brand operations, and its market competitiveness was improved. The annual sales increased by 8% year-on-year. Among them, the Vosges brand has introduced the new concept of “A+Life”, adjusted the product structure, and further optimized the dealer quality. The annual sales increased by 29% year-on-year, and the brand image improved significantly. The Jieyu brand restructured the channel operation mode to create various sales. The format has formed a new pattern of multi-core drive marketing for supermarkets, physical stores, e-commerce, group purchases, direct sales, online and offline linkages, and annual sales revenue increased by 9% year-on-year.

In terms of technological innovation and product development, the company's many innovative initiatives in the areas of technological innovation, process reengineering and refined management have played an active role in reducing costs and increasing efficiency.

Dream Lily Home Technology Co., Ltd.

Keywords: expanding sales channels + developing smart home

In 2016, Dream Lily was mainly in good operating condition, and there were no major changes in the operating modes of sales, production and procurement. During the reporting period, the company achieved operating income of 1.723 billion yuan, a year-on-year increase of 25.11%, and the net profit attributable to shareholders of listed companies was about 200 million yuan, an increase of 22%.

Among them, the increase in operating income compared with the same period in 2015 was mainly due to the increase in sales volume. Dream Lily is the main production and export enterprise of memory foam products in China. During the reporting period, the company's business model was mainly ODM, and at the same time, the OBM business was gradually expanded. At present, in addition to focusing on the development of the domestic market, the company has established sales platforms in the United States, Serbia and other countries and regions, expanding sales channels to increase the promotion of independent brands, and played a vital role in the growth of sales. It is understood that in the future, while ensuring the stability of ODM business, Dream Lily will further expand the scale of OBM business and improve its profitability and sustainable development capabilities.

In addition, in terms of brand marketing, in October 2016, Dream Lily and the Manchester United Football Club of the United Kingdom established an official global partnership to improve the social awareness of the brand while helping to improve the quality of sleep and promote physical recovery of Manchester United players.

In terms of field expansion, in November 2016, Dream Lily completed the investment in Mianmian (Shanghai) Intelligent Technology into the smart home field, and promoted the company's traditional business and Mianmian Technology's smart sleep products through strategic cooperation in smart home technology. Produce good synergies, reduce the cost of smart products, and further enhance core competitiveness.

Xilinmen Furniture Co., Ltd.

Keywords: multi-channel + multi-plate

In 2016, Xilinmen achieved operating income of 2.217 billion yuan, up 31.39% year-on-year; net profit attributable to shareholders of listed companies was 204 million yuan, up 6.88% year-on-year; the company's total assets were 4.376 billion yuan, an annual increase of 35.75%; The net assets of the company's shareholders were 2.417 billion yuan, an annual increase of 80.43%.

2016 is a year of change and growth. Faced with the rapid rise in raw material prices, the continuous increase in labor costs, and the increasing pressure from market competition, the company actively expands its domestic and international markets based on its own advantages, and strives for comprehensive and rapid development of multiple channels and multiple sectors, creating operating income for 5 years. The growth rate is new. During the reporting period, the company's sales system was determined to innovate, break through the development pattern, and realize the strategy shift from channel management to terminal management in the domestic independent brand sector. In addition, Xilinmen is committed to improving the image of the store and optimizing the product line. On the basis of perfecting the original brand series, we have added three series of “Can”, “Xile” and “Luxury” brands.

The self-owned brand team takes the wolf training and the full-person PK as the starting point, and in-depth enhances the team's vitality and motivation while comprehensively improving the team's business capabilities. In 2016, more than 250 new stores opened in Xilinmen. Through the three major themed activities of “Singing Happy Doors, Hyun Run Xilinmen and Honeymoon Himen”, the star-studded performances of nearly 100 games have created a record high in income and income growth.

In the e-commerce sector, the company continues to innovate marketing methods, bringing new growth points through live broadcasts, fan marketing, recommendation of people, CRM customer maintenance and visual specifications.

Revenue and profit decline

Hunan Mengjie Home Textile Co., Ltd.

Keywords: Internet + CPSD

In 2016, Mengjie achieved operating income of 1.447 billion yuan, down 4.67% year-on-year; net profit attributable to shareholders of listed companies was 97 million yuan, down 37.38% year-on-year.

During the reporting period, the Mengjie terminal retail market did not see any obvious improvement, and the company's operating performance was subject to certain restrictions. At the same time, the company was in the process of adjustment, which had a short-term impact on business performance. In 2016, Mengjie comprehensively implemented the strategy of Internet +CPSD (C for customers, P for products, S for services, D for channels), promoted company transformation and breakthrough, and strived to become a high-quality home life service brand. On the one hand, the company strengthens brand building, practices the craftsman spirit, enhances the depth and precision of products, and extends to family life related products. On the other hand, strong channel construction, offline expansion of shopping mall stores, community stores, flagship stores and other new channels, online channels to high-quality, high-customer unit price, rich product line, online and offline seeking integration.

Daguanjia Home Service Co., Ltd. and Star Life Home Service Co., Ltd. were established in 2016. The service business is operated independently and is widely deployed. More than 130 service terminals have been added throughout the year. Mengjie's featured membership service system has been further upgraded to become a butler service system, covering high-end care, bedroom care, wedding services and other services, and has built a new platform for the company's sustainable development.

In 2016, Meng Jie also stepped out of the first step of extension and acquired a 51% stake in Fujian Dafang Sleep Technology Co., Ltd., a leading company in the memory market, to promote the company's breakthrough in functional products. At the same time, the second phase of the equity incentive plan was also launched to further improve the company's incentive mechanism and increase employee enthusiasm.

Kasai Tianjiao Group Co., Ltd.

Keywords: cross-industry cooperation

In 2016, Caesar Tianjiao achieved operating income of HK$357 million, a decrease of 3.8% over the same period in 2015; profit was HK$7.9 million, a year-on-year decrease of 148.9%.

In order to increase the source of income and reduce the dependence on retail income, Casa Tianjiao actively explored different sales channels. It not only provides high-quality bedding for service providers and institutions such as hospitals, hotels, beauty centers, social welfare institutions, university dormitories, but also chain retailers, supermarkets, telecommunications service providers, banks, beverage retail brands, Commercial brands such as women's underwear brands provide gifts or gifts for redemption activities, which stimulate consumption to a certain extent and enhance the brand's popularity. In addition, in 2016, Casa Tianjiao began to provide products for a Hong Kong fashion retail website and a TV shopping mall website, hoping for more fashionable and high-quality products of the young and purchasing family experience group.

E-commerce has become a must for domestic retailers. However, the development of online business in the past is not ideal. In 2016, the Group reorganized its domestic e-commerce team and rebuilt the Group's online store, Tmall flagship store and Jingdong flagship store.

In order to reduce administrative costs, the Group completed the relocation of its sales headquarters in China. In addition, it will continue to adjust the offline sales network layout, mainly to close the self-operated outlets with unsatisfactory profitability. During the reporting period, the Group closed 24 self-operated outlets with losses or department store termination contracts in China, and opened 8 new self-operated outlets in different locations for customer groups. As of December 31, 2016, the Group's sales network has a total of 255 outlets, including 125 self-operated outlets and 130 distributor outlets covering 81 cities.

Ningbo Weike Essence Group Co., Ltd.

Keywords: asset structure adjustment

In 2016, Veken Essence achieved operating income of 539 million yuan, down 28.47% year-on-year. The total profit was 56.134 million yuan, down 244.114% year-on-year. The net profit attributable to listed companies was 64.401 million yuan, down 245.6% year-on-year.

Veken operating from a year earlier to loss of profit, mainly due to the reporting period内宁波维科Cotton Textile Co., Ltd., Ningbo Veken Elite Zhedong Knitting Co., Ltd., Zhenjiang Veken essence of Cotton Textile Co., Ltd. to pay termination benefits to employees 2,239,600 yuan and industrial adjustment and disposal of fixed assets loss of 2,467,280 yuan. In 2015, the company transferred 50% of the equity of the joint venture Huamei Line Co., Ltd. and sold the real estate of No. 27 Xiaogang Weiwu Road, Beilun District, Ningbo City, which resulted in a substantial increase in profits during the same period last year.

Despite the loss, since 2016, Vico has made remarkable achievements in product development, process optimization, energy conservation and consumption reduction. Among them, the development of functional home textile products has achieved breakthrough results: the production of ultra-soft and high-quality cotton products is 1 million meters; the production of high-grade anti-velvet fabrics is 350,000 meters; the production of flame-retardant home textile fabrics is 200,000 meters; antibacterial and anti-mite finishing, aloe finishing , negative ions far infrared and other functional finishing production of 500,000 meters; automotive fabrics based on 200,000 meters of fabric per month on stable production, expand the industrial chain to finishing, finishing a total production of 80,000 meters, and achieved better A good start. In addition, the development of moisture absorption and quick drying + super non-iron fabrics has achieved gratifying results. It is expected to enter mass production in 2017 and is expected to have good economic benefits. The pre-treatment process of the finishing is further optimized, the production efficiency is further increased by more than 30%, and the energy cost of water, electricity, steam and the like is saved by more than 8%.

Revenue growth, profit decline

Luolai Life Technology Co., Ltd.

Keywords: everyone spinning small home

In 2016, Luolai Life achieved operating income of 3.152 billion yuan, an increase of 8.11% year-on-year. The net profit attributable to shareholders of listed companies was 317 million yuan, down 22.63% year-on-year.

In 2016, Luolai Life steadily promoted the transformation strategy of the home business. On the one hand, it fully promoted the transformation and upgrading of traditional home textile stores to the “small spinning home”, enhanced the image of the store, expanded the household products category, increased the proportion of household goods revenue, and accumulated operational experience. Train the operations team. Taking the Luolai brand as an example, during the reporting period, the proportion of stores that met the “Guest for Small Home Furnishings” standard reached 16.6%. On the other hand, we actively piloted a full-scale lifestyle home, explored new business models, and eventually became a brand and channel provider that provides consumers with a full range of lifestyle homes. During the reporting period, the total number of lifestyle homes increased from 58 at the beginning of the year to 116 at the end of the year.

From the perspective of consumer experience, the current household products of Luolai Life mainly include six categories, such as bedroom supplies, toiletries, kitchen utensils, living room supplies, living homes, and soft homes, which present rich family life scenes to consumers. A one-stop home shopping experience. From the perspective of operational efficiency, everyone spinning small home stores has achieved initial success in driving people and improving the rate of joint ventures. Take the Rollei brand as an example. In the home textiles store with comparable data, the same store grows faster than traditional home textile stores.

In 2016, Luolai Life focused on the transformation of the home business. In order to promote the home business quickly, it increased the investment of various resources. However, the growth of operating income brought by household products at this stage is not enough to cover the increase of investment, resulting in expenses during the reporting period. The rate rises and profits fall.

More Love Group Co., Ltd.

Keywords: cross-border well-known animation IP

In 2016, I liked to realize an operating income of 670 million yuan, a year-on-year increase of 12.35%. The net profit attributable to shareholders of listed companies was 21 million yuan, down 42.33% year-on-year. Basic earnings per share was 0.18 yuan, down 48.57% year-on-year.

The growth of the most like business income is due to the company's use of network channels to cooperate with well-known animation IP, to create home textile derivatives that are popular among parents and children, and to strengthen the expansion of medical textile business and banking schools. Certain results. Attributable to shareholders of listed companies net profit decline mainly due to the slowdown in domestic economic growth, the impact of e-commerce under the influence, rising operating costs and other factors, industry competition, the company gross margin decline and Internet service providers are not vertical electric Expected results. The main reason for the decline in basic earnings per share was the decline in performance and the failure of the Internet vertical e-commerce business to achieve the expected results.

In the future, based on the existing resources and market development, we will continue to adhere to and strengthen the existing business ideas in the main business: adhere to the brand positioning of fashion bedding products and positioning of cost-effective products, combined with the implementation of fundraising projects, and The initial achievements of the information construction project, rapid expansion of other sales channels, and constantly expand market share and enhance brand awareness, thereby achieving sales revenue and profitability.

At the same time, many love has gradually developed the smart home "AI + home textile" development strategy, and will work together with partners to create a smart home "AI + home textile" ecology, artificial intelligence + traditional industry transformation exploration and artificial intelligence landing in the smart home industry practice, combined The medium and long-term development strategy will improve the layout of smart homes and related industries and enhance core competitiveness.

Edited

As China's textile industry enters the " new normal ", the home textile industry is also in urgent need of transformation and upgrading. First of all, the decline in external demand in the textile industry has put pressure on domestic demand. As an important branch of the textile industry, the home textile industry has not been spared. In addition, the homogenization of China's textile enterprises is serious, one thousand stores, one million stores, the future home textile enterprises rely on the logic of scale expansion has not existed. Under this circumstance, various textile listed companies adhered to reform and innovation, and continued to promote structural adjustment and industrial upgrading, and most of them achieved ideal results.

From the perspective of several A-share listed companies that have published annual reports, the home textile industry has achieved sustainable development. From the perspective of operating income and profit income, the operating income of most enterprises has increased. Among them, Fuanna, Vosges, Dream Lily and Xilinmen have achieved double growth; Mengjie's Internet + CPSD strategy has been carried out in an in-depth manner; Luolai Life, Fu Anna, Xilinmen and other enterprises have spent a lot of time on the road of channel exploration; the cross-border road of more love and Casa Tianjiao has also been made.

Among them, the exploration of channels is one of the important strategies of the home textile enterprises in 2016, whether it is Fuanna's omni-channel layout, or the multi-core drive marketing of Vosges's supermarket, physical store, e-commerce, group purchase, direct sales, online and offline linkage. The new pattern, or the integration of online and offline channels of Mengjie, has opened up new economic growth points to a certain extent.

At the same time, the big home has become the future development trend. With the changes in consumer demand, home textile products have also transformed from practical consumer goods to fashion items. In this context, traditional home textile companies have made adjustments, and the team that has transformed from a single category to a large home has been expanding. For example, Luo Lai Life actively promotes the “Everyone Spins Small Home” model and actively pilots the full-scale lifestyle home pavilion model; Fu Anna has launched the whole house art beauty home allocation strategy project; Meng Jie is aiming to become a high-quality home life service brand. And work hard.

For the industry reality of serious homogenization, strengthening its own research and development capabilities and enhancing its brand image has become the consensus of home textile enterprises in 2016. Nowadays, “post-80s” and “post-90s” are increasingly becoming the main consumers, and their personalized consumption features are outstanding. In addition, some wealthy middle class consumer groups are increasingly focusing on high-quality home lifestyles. Traditional home textile companies only rethink how to use better goods, services and experiences to attract consumers' attention and create their own brand symbols. In order to get more consumers' favor.