The Core Value Of The Core Brand Reached A Low Double-Digit Year-On-Year Increase.

According to the world clothing shoes and hats net, local Sportswear Enterprise -- 360 degree The International Limited company (hereinafter referred to as "31st degree") announced today (April 12th) that the core of the fourth quarter ended in 2017. brand The order value (calculated at wholesale value) once again reached a low double-digit year-on-year increase. The growth of the order value Representatives has been improving for the thirteenth consecutive quarter since the last quarter of 2014.

Wang Jiahui, an international securities analyst at Xingzheng, said that at present, there is no sign of deterioration in the main business of the company, and the reduction of the cost of financing is good for the performance of the coming year. The company's running shoes and other products have built up a certain competitive barrier and a high degree of market recognition; children's clothing will continue to benefit from the two child policy to maintain strong growth; through sponsoring Rio Olympics and other activities, the company has also launched an international reputation, and 361 degree international sales volume can be expected; with the entry into the Beijing Winter Olympic cycle, the future ski outdoor market is expected to usher in a boom, and the ONEWAY brand will fully benefit.

From the point of view of the channel, 31st degree is also actively closing down inefficient stores, thereby optimizing the retail network and enhancing the efficiency of the shops. By the end of 2016, the company had 6537 361 core brand stores, a net decrease of 851 compared with 2015, of which 1340 were multiple stores, and 361 children's clothing stores had 2000 stores, representing a net decrease of 305 compared to 2015, of which 931 were in 361 core brand stores. 361 degree international has 1017, 264, 67 and 20 sales outlets in Brazil, the United States, Europe and Taiwan respectively, and 58 stores in ONEWAY are basically located in famous shopping malls.

In addition, in view of the increase in the proportion of international business and the low level of US dollar interest rates, 360% reissued 400 million US dollars (real interest rate 7.86%) in June 2016 and repurchased all Renminbi notes in October 2016. Because there was a 4 month spanition period during the conversion, the company paid more interest for this purpose, resulting in a substantial increase in the company's financial cost from 61 million 400 thousand yuan to 186 million 900 thousand yuan. At the same time, due to the downward trend of domestic market interest rates, the repurchase of RMB bonds confirmed 55 million 70 thousand Book losses. However, this will significantly reduce the company's future financial costs and help enhance its performance in 2017 and beyond.

Market participants also believe that, looking forward to the future, 360% of adult clothing and 360 degree children's steady growth ability, and the 31st degree international, ONEWAY high-end outdoor, electronic commerce these three plates are the new engine of future performance growth, the group's multi brand strategy is expected to gradually usher in the harvest period.

31st degree also indicated that in order to guide production more accurately according to market demand, the order will start from the fourth quarter of 2017, and the single machine system will be adopted in the order meeting. The mechanism encourages distributors and authorized retailers to adopt conservative orders, with only about 85% of actual orders. Distributors and authorized retailers can complete the replenishment of orders by placing the remaining 15% orders within 3 months before the new products are listed.

With the adoption of the order making mechanism and the rapid development of the 3 major business entities besides core brands and children's wear, the group decided to announce the order data from 2018.

The growth of the order mainly came from the growth of the clothing market, and the order quantity and average selling price rose. The order quantity and average selling price of shoe shoe plates also increased. In 2017 winter orders, the order contribution of footwear, clothing and accessories accounted for 47.4%, 50.8% and 1.8% respectively.

To cater for the winter season, core technologies such as thermal power are widely used in clothing core products. In clothing store inventory (SKUs), comprehensive training products account for about 45%, while running and outdoor products account for about 30%. Because of its excellent response to autumn products in 2017, the company's winter products continue to introduce more One Piece series.

In the shoe section, the thermal power series (ThermalSeries) is launched at 31st degree, including running, outdoor, basketball and lifestyle products, providing customers with a better experience. These products are widely welcomed by distributors and authorized retailers, especially in northern and Western China.

The 31st international series of core products is a professional high-end product for running, and has also been included in the 2017 winter order meeting. Consistent with group brand positioning, running products continued to account for about 40% of the total SKUs, followed by comprehensive training and outdoor products, accounting for 15% and 15% respectively.

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