Enterprise Information: Hongdou Press The "Acceleration Key" Of High-End Competition Track

Under the explosion of hot events such as the 81 day hot sale of red bean 0-sense comfortable shirt and the opening of the flagship store of 1000 Ping in Wuxi, "light of domestic products" red bean Co., Ltd. (600400. SH) leads the 350 billion comfortable new track!

Behind it is the preliminary achievement verification of its brand high-end transformation. It is reported that in the second half of 2021, Hongdou Co., Ltd. will start upgrading its brand high-end strategy and launch a 350 billion new comfortable men's wear track.

Up to one year, the shares of red beans are in a state of irresistible momentum. In the first quarter of 2022, when the textile and clothing industry suddenly encounters the "late spring cold", the revenue of Hongdou shares in the first quarter of 2022 will increase by 10%, the unit price of offline comparable stores will increase by 13.4%, and the online business will increase by 30.11%.

Thinking of digital economy behind the Internet red attribute stores

In the economic downturn cycle, red bean shares is at the right time to throw out "high-end" transformation and upgrading to seize the stable consumption power of medium and high-end consumers. The retail stores have been transformed into "red bean" stores.

On June 18, Hongdou Co., Ltd. ignited the consumption hot spots in Wuxi on the weekend with high concentration brand atmosphere, such as the simultaneous opening of double flagship stores, the launch of 2000 elevator media 60s in the whole city, and the hard and wide coverage of core business areas. The opening site is full of people. Whether it is the 35 meter high flagship store front door created by French designers, which is made up of 68 pieces of keel and 2680 pieces of "leaves", or the immersive comfortable experience space integrating shopping, clock in, interaction, fashion and quality, are popular!

According to the brand director of red bean Co., Ltd., the two flagship stores in Wuxi are the concentrated embodiment of the brand new image of the sixth generation of red bean men's wear, emphasizing the comfort and tonality of the brand. From the store environment, props material, space vision, to display collocation and comfortable products, the brand's comfortable concept is fully reflected, and the consumption scene in the digital economy era is displayed. "For consumers, the shopping experience is more relaxed and convenient."

　　 Luxury and comfortable shirt for men's wear industry

Since 1957, as a senior man's wear industry, with "classic comfortable men's wear" as the new positioning, red bean shares took the lead in breaking the situation with explosive products, setting a new record in the industry! Since the launch of the new positioning, the first heavyweight launch of "red bean 0 comfortable shirt" has become the fastest growing item in the history of red bean men's wear since it was put on sale on March 17 this year. It has broken the industry's sales record for many times. The sales of medium and high-end shirts on the online market are far ahead of each other, winning the first place in the sales volume of shirts in the price range of more than 399 yuan on tmall / Jingdong platform. It has been recommended by Luo Yonghao and Qi Wei, and stars such as fan Chengcheng and Yang Zhen have also taken part in the multi-faceted style of 0-sense comfortable shirt.

With a shirt to break the game, red bean shares in the high-end track competition to press the "acceleration key.". Previously, Industrial Securities pointed out that: with the continuous promotion of the construction of new strategic position, innovation, brand operation, digital upgrading and other construction, the performance is expected to grow better. Comments on Shengang Securities: it is suggested to pay attention to the enterprises cooperating with Junzhi. They are very similar to bosden and are in a leading position in their respective fields. They are facing similar difficulties as bosden in those years. After cooperating with Junzhi, it is expected to replicate bosden's success, and it is suggested to pay attention to long-term development. "

Historically, industry growth has a strong correlation with macro-economy. Similar to the omni channel chain brand clothing of Hongdou shares, the enterprise can maintain good development toughness due to the advantages of scale and digitization in the early stage.

As a senior national brand, under the background of the deepening of the national tide and the continuous increase of the market share of local brands, Hongdou shares can quickly lead the men's wear market with new strategic positioning and promote the double improvement of fundamentals and valuation!

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