Not long ago, Langzi Co., Ltd. released the first quarter of 2012 report. The report said the company's first quarter 2012 revenue and net profit were 320 million yuan and 78.45 million yuan, an increase of 36% and 92%, EPS (EPS) 0.39 yuan. At the same time, the first quarterly forecast, LAN Zi shares from January to June net profit will grow 20% -50%. From the brand positioning point of view, Shenyin Wanguoan analysts believe that this year will gradually extend the product with the price band, while the first and second tier and third and fourth tier consumer groups differences introduced different products. Langzi brand before the core product price with 3000-6000 yuan range, this year hope to extend the range of 2000-8000 yuan, increasing product differentiation. Zhuo brand products will be gradually to the PFP development; Rhine brand building talent is gradually strengthening; Marian Mary brand is taking shape Shao Shunv equipment fashion style. Fur Cushion,Fur Cushion Cover,Fur Pillow Cover,Sofa Fur Cushion Ning Xia Most Glory International Trading Co., Ltd. , https://www.nxmostglory.com
Shares Long position for growth in the first quarter of 2012, CITIC Securities analysts believe that there are two reasons: First, the same period in 2011 due to higher input costs apparel section, resulting in a net profit comparable base is too small, while the first quarter of 2012 The cost has not yet been heavily invested. Second, the interest income from the proceeds raised the financial cost of the company to more than 12 million yuan of financial income.
It is understood that Langzi is the first high-end women 's listed domestic stocks, known as good at multi-brand operations. Its core brands include Lancy, Zhuo Ke, Rhine. The company performed well in the past three years, with a CAGR of 76.9% for 2008-2011. According to the statistics of China National Commercial Information Center, the market share of Langzi brand in 2011 was 2.22%, ranking the top four for high-end women's wear for four consecutive years.
Wang Liping, researcher of SWS, believes that Langzi has its own advantages: First, the advantages of multiple brands, the company's earlier development of multi-brand strategy, its clear positioning of the five major differences clearly obvious, the ability of new brand seamless convergence . Strong channel resources to support the development of small brands; Second, the design advantage, the company has the industry's top Korean design team, with strong design capabilities to support the 2010 design 4039 models, listing 2953 models, an average of 8 per day The new apparel market; Third, the brand strength advantage, the company attaches importance to VIP user management and loyal high-end consumer groups. At the same time from the hard ads, soft advertising, event planning and China International Fashion Week and other multi-faceted to create a noble and luxurious brand image.
In terms of design power, Wang Bing of Japan Securities believes that as of now, the company has about 180 R & D designers and nearly 80 Korean designers, of which nearly 40 are located in Korea Design Center. The company's Korean design "descent" laid the R & D design has always been the leading position. The company designs thousands of models each quarter of the product, highlights the company's strong design capabilities.
Analysis of Wang Liping Wang believes that Langzi shares in the future development, from an extension point of view, sub-brand, Zhuo Ke, Rhine entered the growing potential of the next shop has a large potential; sub-regional perspective, there is greater room for expansion in South China and East China. From an endogenous perspective, the company's future scale with the decline in the proportion of clothing purchased, the scale effect, Maori have some room for improvement. From a new brand perspective, Marianne Mary brand is the focus of the company's future development, is expected to open a new Ladies wear new market.
At present, the domestic women's clothing industry point of view, the obvious trend of women's wear upgrade, sinking a vast channel. Wang Bing, an analyst at Japan Securities, believes that women's professionalism leads to higher economic independence and spending power on high-end clothing while the stronger price-tagging ability of women highlights their more pronounced upward trend in consumption. High-end women's demand characteristics determine the design and brand management is the core competitiveness, and decentralized competition for women to provide high-quality enterprises across the development opportunities. The rapid growth of high-end women's clothing sales in non-capital cities shows that the second and third tier consumer markets have clearly risen. 
Wang Bing believes that Ports as a multi-brand development of women's business, the company multi-brand positioning to achieve different complementarity, prices and styles are an effective extension. At present the new brand in the absolute size and single store profits have greater room for growth. Multi-brand high-end women's retail sales have obvious scale and synergy, the company attaches importance to process management, the parent company is expected to create a "brand incubator." In terms of channel expansion, the Company's North China market accounted for a relatively large portion of its revenue, while East China and South Africa markets grew rapidly. Distribution system reform to promote the distribution of direct sales, and strive to improve the first and second-tier market terminal control. At the same time, the company plans to build 80-100 new Marian Marie new stores in 2012 on the basis of 388 stores by the end of 2011, with 80-100 new stores opened by Langzi, Rhine and Zhuoke.
BOC International researcher Liu believes that Longsituo brand go hand in hand, is expected in 2012 revenue growth of 50%. Multi-brand strategy is the consensus of the industry. However, compared with the model that ZOOMA and Masfil focus on prioritizing the development of main brands, the company basically maintained the parallel multi-brand model of launching a new brand in 3-4 years. The future Langzi brand will be Zhuo Ya as the benchmark, on the one hand through the improvement of the category and the downward extension of the price band to cover the low-tier cities market; on the other hand, the dealer funds pressure is too large, some large distributors to provide credit Support, focus on improving single-store output.