In the first half of 2022, the domestic clothing industry faced tremendous pressure due to multiple factors such as the spread of domestic epidemics, rising raw material prices, and weakening short-term consumer demand. However, high-end sportswear brand Biyinlefen has withstood multiple pressures and achieved a counter-trend rise.
Recently, Biyinlefen released the third quarter report for 2022. In the third quarter, Biyinlefen achieved operating income of 912 million yuan, and increased by 201.% year-on-year; net profit was 279 million yuan, a year-on-year increase of 30.42%, and revenue and net profit achieved double growth. In the first three quarters, operating income increased by 13.02% year-on-year to 2.225 billion yuan, net profit increased by 24.93% year-on-year to 574 million yuan, and non-net profit increased by 24.67% year-on-year to 534 million yuan.
Major banks have successively released research reports to compare Yinlefen to maintain the "buy" rating, showing that the market is full of confidence in the future high-quality development of Yinlefen. According to the third quarter report, Taiping Life Insurance and the National Social Security Fund One-One Five combination have become the top ten shareholders of the company. Three social security funds appeared in the top ten circulating shareholders of Biyinlefen. The total number of shares in exceeded 30 million shares. It has increased its holdings of Biyinlefen for two consecutive quarters.
The outstanding market performance is inseparable from Biyinlefen's always focusing on the golf clothing segment. Relying on its strength and courage, it has won the strong resilience on the demand side, and has built a big country brand in the highland of high-end sports clothing. "Please choose the right path and keep going" is not an easy task. How did Biyinlefen continue to deepen its efforts in the sub-field of golf clothing?
00000s. In the consumer market at that time, international big brands had not yet entered China in large numbers. Local men's clothing brands occupied the market with absolute advantages, and a group of top clothing companies mainly producing business suits emerged. The suit market has become saturated. Xie Bingzheng, chairman of Biyinlefen, keenly realized that the sub-track of golf clothing is still in its infancy, but the future development prospects are great. He resolutely founded Biyinlefen and determined to focus on the sub-track of golf clothing. Product quality is the foundation of development. Biyinlefen is well aware of this. For more than ten years, it has always adhered to the "three highs and one new" - the R&D concept of high quality, high quality, high quality, high technology and innovative, cooperated with world-class fabric suppliers, and formed a team of designers from multiple countries, in order to make every product meet high requirements and high standards, and use its hard-core product strength to keep the brand unique competitiveness in the market environment.
Consumers need guidance. No matter how good things are, they are not good to promote, it is difficult to open up the market and stimulate the desire to buy. Looking at the development history of Biyinlefen, we can find that brands take precise actions from three aspects: communication, product and channel rejuvenation, and gradually consolidate their position as an industry leader. After becoming a partner of Chinese national golf team in 2013, Biyinlefen began to officially plan the sports track, and started a road of taking off through national team cooperation, event marketing, and course opening and other measures, quickly allowing consumers to form cognition, and associate Biyinlefen in the golf scene.
But Biyinlefen's ambition is far more than just becoming the "first Lenovo brand of golf". As the Z era gradually became the main force of Chinese consumers, Biyinlefen is looking for new marketing efforts and exploring the path of youthful high-end fashion brands. A series of effective "star strategies" were launched immediately. Biyinlefen worked with a group of young and fashionable male gods to shoot fashion blockbusters such as Wu Zun , Ma Tianyu , Huang Xuan , Duan Yihong , etc. in the era of "appearance is justice", using star marketing to narrow the psychological distance with Generation Z consumers, and bridge the emotional gap between high-end clothing brands and new generation customer groups. In addition, Biyinlefen accelerates the layout of online sales channels, actively attracts traffic through live streaming and planting grass in Xiaohongshu, forming a complementary approach with offline consumption. More and more people born in the 1990s and even 2000s noticed Biyinlefen and bought Biyinlefen's products.
"Brands that can run faster and products can be recognized by consumers are all because they understand consumers better." By integrating the word "focus" throughout the development of the enterprise, we continue to "transcend" in the field of high-end sportswear and take greater steps in the development of younger generations. We look forward to Biyinlefen appearing in more exciting ways in the future, and we will wait and see.
Source: Qilu Evening News
