Hai Lan'S Family Has Released ESOP To Further Accelerate Its Layout.

The first phase of the employee stock ownership plan was released at the end of 2016 near the end of 2016. The total number of employees involved in the employee stock ownership plan at Hai Lan home was 404. The total amount of the employee stock ownership plan raised by the company was 150 million yuan, and the sixth board meeting of Hai Lan House has passed the employee stock ownership plan.

According to the insiders, Hai Lan's family further optimizes the incentive mechanism through employee stock ownership plan, effectively binds the interests of employees, executives and shareholders, optimizes the incentive mechanism, fully mobilizes the enthusiasm of employees and executives. At the same time, the implementation of the plan also highlights the confidence of executives in the high growth of the company, and shares the growth revenue together.

The reporter noted that, as a local homegrown giant, Hai Lan's home, while providing incentives for employees, is also positioning its unique direct sales mode with its national parity, while benefiting from the low base of this cold winter and the warm winter of last year, it has achieved steady growth.

Haitong Securities analyst Yu Xuhui here said that with the arrival of the main selling season in winter, the high price of autumn and winter installed on the line, it is expected that the future Hailing family's retail terminal or stabilize. And through the terminal research of Hai Lan home, we also know that sales in October have gradually reflected the stimulation of this year's rapid cooling to the retail side. If the cold time is longer in winter this year, the cold winter is really realized, some stocks are expected to be digested, and at the same time, the promotion and sale of new products will be promoted by Hai Lan's home. This year, Hai Lan's home is advancing rapidly in the store development. As the store matures, it will contribute to sales in 2017.

Reporters access to the financial report also learned that Hai Lan home in the first three quarters of this year split the income of the brand, the main brand Hai Lan's home business income of 10 billion 87 million yuan, an increase of 8.93% compared with the same period last year, the love of the rabbit business income of 284 million yuan, an increase of 48.22% compared with the same period last year, the sea one business income of 224 million yuan, compared with the same period last year, a 5.25% decline, St. Keno realized Operating income was 1 billion 156 million yuan, down 14.27% compared with the same period last year. From the perspective of gross profit margin, the main brand Haolan's home gross profit rate is 40.05%, the love of rabbit hair rate is 29.92%, the sea's gross profit margin is 35.21%, and the San Keno gross profit rate is 51.49%.

According to Yu Xuhui, the sales ability of the brand clothing terminal determines the speed of product turnover in the channel, the backlog of inventory, and the level of new product shelves, which ultimately affect the long-term growth of the company. By choosing the simple average shop level of the brand clothing store and calculating the single store income, it is found that because of the nature of the Hai Lan family, the brand income and the number of effective shops will be calculated. It is estimated that in 2015, Hai Lan's single store retail is about 5 million 770 thousand yuan, much higher than the domestic brand, and the international fast fashion brand is more than 1000 square meters due to the shop area, and the overall single store level is higher. From the perspective of Ping efficiency, the fast turnover of fast fashion brands with shorter lead time and faster shelf speed is generally higher than that of domestic brands in Gaoping. The efficiency of Hai Lan's home is more than 30 thousand yuan, second only to the fast fashion brands abroad.

Yu Xuhui said that Hai Lan's home has a higher level of single store and flat efficiency than that of the industry. Meticulous management has also encouraged its brand to remain competitive during the steady growth of the industry, and the advantage of the retail side has made Hai Lan's home outperform other industry companies in terms of revenue and net profit growth. The traditional division ratio between the supplier, the Hai Lan home and the franchisee is 40:25:35, that is, the report income of the Hai Lan home is 55% of the retail sales (deducting the value added tax). Projections show that the single store revenue of Hai Lan's home has increased from 3 million 120 thousand yuan in 2012 to 5 million 770 thousand yuan in 2015, the compound annual growth rate of 2012-15 years has reached 23%, and the Hai Lan Zhi Ping efficiency has increased from 21 thousand and 600 yuan / ping in 2012 to 31 thousand and 600 yuan / ping in 2015, the compound annual growth rate of 2012-15 years is 14%, and the level of store income has steadily increased and business efficiency has been continuously improved.

According to previous reports, as of 1-9 months in 2016, there were 4073 stores in Hai Lan's home, 724 new outlets, 556 new homes, 545 new homes, 262 new homes, 239 new homes, 177 new stores and 344 existing ones. The company's terminal stores perform better, the passenger flow conversion ability is strong, the Ping efficiency and single store income are high, and over 95% of the main revenue comes from the offline. It is estimated that the fourth quarter of the company will continue to promote the opening process.

Yu Xuhui believes that Hai Lan's home has expanded the area of single store while actively opening the shop. The overall business area has increased. The effective business area in 2015 has reached 660 thousand square meters, an increase of 11.2% over the same period last year. The increase in the number of shops and business areas has increased the coverage area of the brand, and the overall turnover has increased significantly. It is estimated that in 2015, Hai Lan's home clinch a deal of 53 million single, an increase of 26% over the same period last year.

Reporters learned from Euromonitor, an industry consultancy, that the size of China's clothing market in 2015 was 1 trillion and 720 billion yuan, an increase of 6% over the same period last year, of which the men's clothing market was 491 billion 900 million yuan, an increase of 5% over the same period last year. The clothing market is broad and the competition is dispersed. In the field of mass leisure wear, small brands are gradually clearing up in the early market adjustment, and the remaining brands have the ability to obtain high-quality channels, and the leading edge will gradually increase. Appear.

Yu Xuhui, an analyst at Haitong Securities, also said that the innovative management mode of Hai Lan's home is meticulous management of the terminal. In the context of industry adjustment, the number of shops still keeps growing, and the operational efficiency of Gaoping efficiency has a good development space. Taking into account the new store development needs time, terminal retail pressure, preliminary 2016/2017 years Hai Lan home will achieve operating income of 169/196 billion, net profit of 32.41/35.66 billion yuan.