Where Did Broadcast:'S Profit Go?

In February, the daily fashion announced its performance forecast, and its annual net profit is expected to decline by 50%-65%.

For a while, the news that the women's clothing brand was plunged into a performance mire because of the rapid expansion has been heard.

In April, the daily fashion announced its performance announcement for the first quarter of 2018 and 2019. The company achieved a net profit of 38 million 364 thousand and 300 yuan in 2018, down 54.13% from the same period last year.

During the reporting period, the operating income in the quarter was 276 million yuan, 235 million yuan, 282 million yuan and 339 million yuan respectively, and the net profit of returning to mother was 16 million 653 thousand and 700 yuan, 1 million 274 thousand and 400 yuan, 2 million 973 thousand yuan and 17 million 463 thousand and 200 yuan respectively.

In the case of a 54.13% decrease in profits, the daily fashion announcement announced that it would raise funds to invest 239 million yuan, which will be the center of Shanghai's radiation and the 209 new outlets in 32 second tier cities.

At this time, the outside world's discussion of the fashion of the day seems to be right, "crazy expansion and fall into the mire of achievement".

However, in our careful observation, this sentence should be "in the mire of profit and continue to expand".

The daily fashion 1 billion 132 million revenue grew by 5.46% compared to 2017, but also increased by 5.46%. Although the amount of performance is not high, it always gives investors some comfort. After all, facing the complex retail environment, maintaining progress still has pressure.

"In the mire of profits and continue to expand", and the expansion of today's broadcast is not blind, but is dredging to achieve high growth in adversity.

Although the effect is still not strong at present, there is no better way.

In 2018, the two new brands of women's clothing brand and children's clothing were introduced into the market.

After the 36 outlets were opened, the investment increased.

In 2018, the two new brands achieved a business income of only 9 million 410 thousand yuan, with a profit of -2618 million yuan.

When the new brand is temporarily unable to fight back to the market, the day experience only changes the store experience.

Like the 209 of the plans, it was completed in three years, including 10 flagship stores, 46 image stores, 15 club stores and 138 standard stores.

Because at present, the layout of the 25 one or two high lines is only 117, and last year, 168 new ones are opened, but the number of outlets is also in sync, and the layout of the high speed cities is also increasing. This shows that the fashion of the day is still being adjusted in depth.

Although the low level cities still occupy nearly 900 stores, this is the main battlefield before the day.

Now, gradually moving to the one or two high line battlefields, the high line direct camp is the new goal of the day fashion.

If you want to ask the reason, you can only say that this is the story behind the "fashion of profit".

According to the financial reports, we can easily find that the low line battlefields like today can not achieve the expected revenue of the company, and at the same time, it can not save more costs.

At the end of 2018, there were 315 stores in the direct broadcasting channel, including 165 from self closing stores and 150 from joint stores.

According to the results of the report, there are 117 direct camps on the second day of the day, and the remaining 200 are in the three or four line.

There are 752 outlets for distribution channels and joint marketing channels.

According to the information inquired, there are 315 home run stores, but the total number of self operated stores is 188, and the hosting stores are 127. These 127 days are only responsible for the corresponding hosting fees.

The rental cost of 188 Direct stores in 2018 was 93 million 916 thousand and 300, an increase of 19.83% over the previous year, and the average single store rental fee was 499 thousand.

The cost of the store is 52 million 908 thousand and 500, increased by 32.33%, and the average store is 281 thousand. The total cost of these two stores is 780 thousand.

Wages include headquarters staff here, but last year the highest growth rate was 37.84%.

According to our enquiry, there were 188 stores that generated wage costs last year, a total of 61 million 227 thousand and 700, an increase of 72.03%, and the average single shop price was 326 thousand yuan.

Store rental and store costs are 188 on average 780 thousand, plus a single shop 326 thousand salary, the total annual cost of 1 million 106 thousand yuan.

Other expenses 93 million, the average 315 direct shops are 295 thousand; the hosting expense 127 stores 59 million, the average single store 465 thousand.

Even if all of them are on average, the operating cost of a single store will be at least 1 million 200 thousand. The whole company will also include R & D expenses, management fees and so on.

If the annual operating cost of a single store is 1 million 200 thousand, the revenue of the direct fashion store will be 440 million last year. According to the average sales of 315 stores, it will be 1 million 397 thousand years.

If it's true that the day's fashion is not good enough for sale on the second line, the total cost of 1 million 200 thousand single store is also amazing.

If the industrial age has killed the life of the agricultural age, the Internet age has been the death of the traditional commercial era, because there is no free Internet era.