Trade War Intensifies. Next Saturday, The Fashion IP Ecosystem Strategy Has Achieved Initial Success.

After subdividing the textile and garment industry, from the price earnings ratio and the beginning of the year, the shoe and hat industry PE is lower, the biggest decline, and the future valuation is more likely to be repaired.

A trading is weak when trade war intensifies.

According to statistics, since the publication of tariff speech by Trump, between June 19th and June 29th, the Shanghai Composite Index fell from 3021.90 points to 2847.42 points, with a cumulative drop of 6.6%. Shenzhen's index dropped from 9943.13 to 9379.47 points, with a total decline of 5.67%.

When the trade war lingers on the A share market, we should also realize that the trade war is not that terrible. On the same day, the president of the people's Bank of China said that in recent years, domestic demand has been increasing the Chinese economy, and trade dependence has dropped from 64% in 2006 to 33% last year, which is lower than the world average level of 42%. The proportion of current account surplus to GDP has also decreased from about 10% in 2007 to 1.3% last year.

From the perspective of Keynes's economic theory, consumption should become the main driving force behind China's economic development in the three carriages that pull the economy.

So, in the context of consumer upgrading, what do we have

Is it available for investment?

Statistics found that as of June 20, 2018, the textile and garment sector relative to Shen Wan A refers to the revenue of -0.5%, ranking eleventh in the whole industry, while in 2017, the textile and garment sector is the first sector to decline.

According to the historical cycle experience, the textile and garment industry has reached a rebound rate in the past 18 years, winning the market, and bottoming out recovery is in progress.

After subdividing the textile and garment industry, from the price earnings ratio and the beginning of the year, the shoe and hat industry PE is lower, the biggest decline, and the future valuation is more likely to be repaired.

After sorting out a quarterly report of the footwear and cap industry listed companies in 2018, we found that in addition to Hasen shares, the net profit of other companies in the footwear industry listed companies increased year by year. In these companies, the growth rate of Saturday (002291) ranked second, and this achievement may be related to the gradual landing of its fashionable IP ecosystem.

The layout is far-reaching, and the strategy of the three platforms is steadily advancing.

Public information shows that since 2015, the market structure of women's shoes industry has changed significantly on Saturday. The competition between products and brands will become more intense. Therefore, it is proposed to diversify the development of women's fashion demand. Two buyout funds have been set up to promote the industrial layout of women's clothing, bags, fashion accessories, and so on. The name of the company will be renamed Limited by Share Ltd Saturday shoe Limited by Share Ltd from the "Foshan Saturday shoe Limited by Share Ltd" to show the determination of pformation.

In 2016, based on the new trend of retail market development, the company proposed to build a "fashionable IP ecosystem" as a new strategic development goal of the company, and strive to build "media and social platform", "FIP incubator platform" and "

The three major platforms, such as IP collection platform, are designed to create a new retail format with "user centered, data driven, consumer scenario integration" based on the functions of traffic aggregation, content production and business realisation.

Initial development of media and social networking platform

On the media and social networking platform, on Saturday, it has invested in the establishment of MEBO fashion, garivan, Saturday production and other enterprises. In 2017, it completed the acquisition of 83% stake in Beijing stylish fast forward information technology Co., Ltd. (hereinafter referred to as fashion front) and Beijing Shixin Information Technology Company Limited 80% (hereinafter referred to as Beijing Shixin), while fashion pioneer and Beijing Xin Xin mainly engaged in the Internet fashion media business, operating OnlyLady women's and Kimiss girlfriends respectively.

Public information shows that the number of OnlyLady users is over 22 million 300 thousand. According to the Ai Rui report, the average monthly income of 50% users is more than 5 thousand, and the average household income of 69% is more than 10 thousand yuan.

The 2017 annual report 2017 shows that in 2017, the "fantastic weekend makeup week" jointly sponsored by OnlyLady and Tmall cosmetics and KIMISS, and the "fashionable living hall" created by OnlyLady and Juhuasuan products, all adopt the way of combining online and offline: online with the powerful media superiority of OnlyLady, the network communication and interaction with the beauty makeup KOL, the online shopping center with high passenger flow area has been successfully attracted, the activity has attracted more than 200 thousand passenger trips under the line, and successfully achieved reverse diversion to online, with online exposure of more than 500 million people. The two activities helped more than 50 fashion brands create a total sales volume of more than 7000 million yuan.

In terms of business performance, the net profit (not audited) of vogue and Beijing shihin belonging to the parent company in 2017 was 28 million 473 thousand and 700 yuan and 4 million 977 thousand and 700 yuan respectively, up 20.53% and 18.90% respectively compared with 23 million 623 thousand and 700 yuan and 4 million 186 thousand and 400 yuan in 2016.

In terms of communication channels, the basic coverage of online content communication channels such as PC pages, mobile web pages, APP, social networking platforms, information content platforms, and video live platforms has been realized, laying a solid foundation for traffic focus.

Covering more than 100 million fans, FIP incubator platform larger progress

On the FIP incubator platform, Shenzhen has invested in the Saturday Fashion Fund, the orfsky fund, the gashi van Shen and other investment funds on Saturday, and has laid out the layout in the new media, IP resources and new retail sectors, including the investment professional fashion red Incubation Platform "OnlyStar star fashion"; the fashion new media "Paris" and "Orange Pie"; the social business company "good Yo"; the new retail integrated marketing service company "honeyed sugar language" and so on.

On the specific implementation, we will hatch potential people on Saturday to be the opinion leaders in every fashion field.

Bloggers, fashion designers, beauty experts, fashion experts, fashion celebrities, video people and so on, in order to further obtain and control more traffic, to achieve diversification of brand and content, to influence and satisfy consumers in an all-round way.

On Saturday, the fashion self media alliance has been established through the incubation operation platform. The Union has more than 200 members, covering more than one hundred million fans, and Onlylady and KIMISS have become the deep strategic cooperation MCN agency of sina micro-blog, Taobao graphic MCN MCN, Tmall fashion & Apparel strategic partners, through in-depth cooperation with the mainstream e-commerce platform, Tmall and Jingdong, and online planning of fashion, wear, and life aspects of the theme, live, list and other content marketing. Under the line, the new retail flash shop with different themes is launched to integrate marketing and comprehensive drainage for the platform and the corresponding brands.

In the fashion IP ecosystem, the content production of FIP hatching operation platform is an intermediate link, and also a more important link. It links the traffic focus and commercial liquidation. From the past situation, the layout situation of listed companies is becoming more and more obvious.

In April 27, 2018, Han Ye shares issued a major reorganization of the 100% stake in quantum cloud company in the form of cash plus + rights issue, while the volume cloud company is a new media operation company. The company has 981 public numbers, 240 million fans, 3 billion 800 million valuations, and 15.8 fans per capita.

LaFang Jahwa announced in May 16, 2018 that it would buy a 26.80% stake in Guangzhou cosmetics Mdt InfoTech Ltd, which was mainly purchased from the WeChat public number and micro-blog's "MK cool". The company has the WeChat public numbers such as "little May Rhapsody", "pink star chicken", "chewing girl Zhang orange" and "MK's Cosmos". It has formed a net red platform covering about 6000000 fans, and the share price rose 34 million 400 thousand and 5.66% respectively on the day and the day before the LaFang announcement.

Its coverage of the media and social networking platforms and incubator platforms on Saturday is expanding and its operation is maturing. If the acquisition of the media platform corresponds to the valuation of the above companies, there will be much room for improvement in Saturday's valuation.

Fashion IP collection platform big future space

On the construction of fashion IP collection platform, since 2015, we have explored and nurtured "Saturday MODE" collection store since 2015. The new shop of the offline terminal of the company is more abundant in product category and brand. Besides traditional women's shoes, it also sells women's bags, necklaces, earrings, scarves and other women.

Commodity.

At present, the "Saturday MODE" store has more than 90% footwear products. The proportion of footwear products will gradually decrease in the future, and the proportion of its own brands will gradually decrease on Saturday. In the future, more foreign brands, designer brands and niche fashion brands and products will be introduced.

By the end of December 31, 2017, 149 shopping centre stores were opened on Saturday. In 2017, the shopping center collection business realized 189 million of the total revenue, accounting for 12.57% of the total revenue, up 310.87% over the same period last year. E-commerce accounts for 12.77% of the total revenue, excluding Internet advertising revenue, accounting for 9.20%. The remaining 65% of the revenue is contributed by the department store channel. The sales volume of department stores has dropped significantly, and the channel structure is more reasonable and more consistent with customers' consumption habits.

Market survey data show that in 2017, the scale of domestic online retail market reached 71751 billion yuan, representing an increase of 39.17% over the same period of 51556 billion yuan in 2016.

It is estimated that the scale of China's online retail market is expected to reach 93863 billion yuan in 2018.

Recently, China's online retail market data monitoring report in 2017 shows that the high growth rate or the "new retail boom" has led to the integration of traditional retail and online e-commerce under a large number of lines, thus bringing about growth.

In April 29, 2018, on Saturday, he first took the lead in cross-border cooperation with Tmall. "SATURDAY MODE X, Tmall," the first digital Tmall intelligent store opened in Shanghai, Qibao Vanke. The store will integrate the trend fashion and black technology, open up a new chapter of digital intelligent shopping experience, and lead customers to experience the convenience and pleasure brought by high tech shopping.

On Saturday, the "fashionable IP ecosystem" gradually fell to the ground. "The media and social platform", "FIP incubator platform" and "fashion IP collection platform" have been steadily pushed forward. The improvement of the quarterly performance in 2018 is probably just the beginning.

From the content production to the closed loop of flow pformation, what kind of performance growth will be brought forward on Saturday's online and offline linkage is worth looking forward to.