波司登2019/2020营收创新高破百亿,专业匠心再出圈
品牌动态

波司登2019/2020营收创新高破百亿,专业匠心再出圈

2020.06.23

6月23日,波司登集团(03998.HK)正式对外公布其2019/2020财年业绩。数据显示,得益于产品创新及对市场需求的精准洞察,波司登再次逆势突围,集团于2019/2020财年录得经营收入121.9亿元,创历史新高,同比上涨17.4%;归属股东净利润约人民币12亿元,同比增长22.6%。其中波司登品牌羽绒服业务依然为集团营收增长的最大引擎,营收占比高达78%。

 

波司登财报亮眼瞩目

据波司登2019/2020财报显示,截止至2020年3月31日,集团经营收入为人民币121.9亿元,较去年同期上升17.4%。毛利大幅上升21.7%至人民币67.1亿元,毛利率增加1.9个百分点至55%。

值得注意的是,其羽绒服业务收入为人民币95.1亿元,较去年同期上升24.2%,主品牌波司登羽绒服收入同比上升22.7%至人民币84亿元,贡献占比保持业务增长前列,为集团发展最大的增长驱动。

2019年,国内经济环境面临着复杂多变的形势冲击,就服装行业而言,内销服装销售量呈逐年下降趋势,外销服装出口市场量价齐跌,整体服装业备受挑战。业内人士表示,波司登在市场寒冬期还能取得佳绩,其专注羽绒服44年的实力积淀功不可没,而波司登紧跟消费环境和市场趋势的敏锐洞察,更是其取得增长的最佳助力。

 

“内外兼修”的波司登

在服装行业整体趋势不景气的大环境下,品牌获得增长的难度相比往年是倍增的。而波司登稳扎稳打、立足自身品牌基因,成功突破,展现增长拐点。

产品力持续见长

正如业界的整体共识,波司登的优势在于产品上的44年深耕和匠心专注,通过高品质的专业羽绒服给予市场以刺激,最大化满足消费者的需求,由此转化为品牌增长的动力。

纵观2019年的波司登,从合作意大利“星空艺术家”登陆米兰时装周,向世界展示中国羽绒服的匠心魅力,到携手法国殿堂级设计大师高缇耶推出联名系列,波司登洞察消费升级下的用户喜好,以兼备国际时尚潮流和专业品质的的羽绒服刷新消费者认知。加之其推出的登峰系列,受到中国登山队、南北极科考队认可青睐,更是淋漓尽致地展现了波司登的专业实力,重新定义了专业羽绒服。

波司登X高缇耶 设计师联名系列发布会

波司登X高缇耶 设计师联名系列发布会

由此可见,持续的产品升级无疑是波司登业绩稳定增长的一大砝码。

数智化实现闭环赋能

如果说产品的升级迭代是波司登保证营收稳定的坚实壁垒,那么优质快反的供应链体系,则让波司登真正实现了进可攻、退可守。这一点从波司登应对疫情挑战的做法中便可看出端倪。面对2020年突如其来的新冠疫情,除了面向包括湖北武汉在内的疫情较严重、深受“倒春寒”困扰的全国各大省市抗疫一线工作人员捐赠超15万件总价值3亿元的高品质羽绒服,贯彻“温暖全世界”的品牌使命外,波司登在零售端亦做出了行之有效的应对举措——依赖于品牌在零售数字平台、供应链数字平台、物流数字平台等方面的基础,采取离店销售、无接触服务等灵活模式,更好地链接消费者,为全球消费者提供更为安全、多样的消费体验。

波司登3亿羽绒服驰援抗疫一线

波司登3亿羽绒服驰援抗疫一线

据了解,数智化建设是波司登未来的一大发力点,其中携手阿里巴巴打造全域数据中台是波司登在2020年品牌建设的重要举措。波司登以数字化营销赋能新零售,驱动品牌“内调外销”,实现线上线下全网全渠道融合的同时,助力品牌为消费者提供更加精准的互动和服务。这一连串打法之下,可以看出,波司登得以在市场中保持优势地位,离不开其内外兼修的战略布局。

 

被波司登“鼓舞”的资本市场

大环境的冲击让2020年的起步变得困难,各大行业皆在蓄势待发与休养生息中徘徊,而波司登2019/2020财年财报的公布,却让资本市场提振了不少信心。波司登纳入了恒生综合大中型股指数成份股及素有全球投资风向标的MSCI中国指数成份股,并获得美银美林等境外知名券商的首次覆盖,给予“买入”评级。

此外,波司登44年对羽绒服初心的坚守与不断探索创新,还收获了市场一致的优质口碑。全球前三的市场调研机构益普索数据显示,波司登在中国消费者中认知度高达97%,成为消费者心智中羽绒服第一品牌;凭借着在羽绒服设计及专业上的创新升级,波司登在2019年还荣获新浪时尚2019风格大赏时装榜"年度全球最受欢迎羽绒服"。

长远来看,每一次的挑战都是扩张的机遇,如何转危为机,实现品牌升级,企业间的打法各不相同,但我们有理由相信,作为中国服装行业的头部企业的波司登,即使有此次疫情的“横空截击”,也挡不住其领跑未来竞争的发展趋势。


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