Chapter 556 Mixed news
"As of March 2012, 3, Fengshang Men's Clothing sales revenue reached 31 million, with a profit of million. The expenses for this quarter were million, of which was used for investment agency fees, for advertising expenses, and the remaining labor expenses and direct store expenses accounted for ."
At the financial briefing on Tuesday, Financial Director Jian Yueqin informed Luo Yang about the company's financial income and expenditure in the first quarter.
In fact, Fengshang Men's Wear only paid 30% of the advertising expenses in the first half of the year according to the contract, but financially it is still calculated based on the expenses listed in this quarter, so this data will be lower in the next quarter.
According to Shang Guozheng's original plan, expenses in the first quarter of this year would be huge.
However, Luo Yang rejected his plan to vigorously expand direct-operated stores across the country, and instead focused on developing a layout in key cities and using distribution agents to operate the market in small and medium-sized cities.
Moreover, the layout of key cities will not be rolled out across the country all at once, but one by one according to the six major regions (the domestic custom is to divide geographical regions into Northeast, North China, Northwest, Southwest, Central China, East China, and South China).
As a result, the expenditure on men's clothing in the first quarter suddenly decreased, and even from the data point of view, it has achieved pure profit.
When the 12-year plan was formulated at the end of last year, Fengshang Men's Wear was aiming for a sales target of 2 million yuan. Of course, the premise of that plan was to follow Shang Guozheng's idea and set up direct-operated stores across the country.
After the beginning of the year, Luo Yang originally wanted to wait and take advantage of the first quarter financial meeting to set new business plan goals for Fengshang this year. However, judging from the revenue performance in the first quarter, the annual goal of 2 million yuan is still possible.
This is just the revenue generated by the directly-operated stores, and does not include the revenue generated by the distribution agents who started to make efforts in the second quarter.
Therefore, according to optimistic estimates, Fengshang Men's Wear is likely to create a miracle in 2012, and achieving sales of 3 million yuan is not an impossible task.
Under the premise of controlling expenditure costs, the annual profit may be close to 1 million yuan.
".Coolpad Men's Wear's sales revenue in the second quarter was million, with a profit of million. Its expenses in the first quarter were million. Of this, was spent on new market development, on advertising, and on labor expenses and expenses incurred by directly-operated stores."
While Luo Yang was thinking, Jian Yueqin continued her report.
Since its inception, Coolpad Men's Wear has relied on the channel resources of Fengshang Men's Wear, but to everyone's surprise, the sales of Coolpad Men's Wear have been better than Fengshang Men's Wear from the very beginning. For a period of time, Fengshang Men's Wear even relied on Coolpad Men's Wear to enter some shopping malls that it could not enter before.
After entering 2012, although Fengshang Men's Wear had a wave of hit products with the help of some "plagiarized" ideas from Luo Yang, the sales between the two brands not only did not increase, but increased.
It can be seen that Coolpad Men's Wear is on the road of rapid development.
From the perspective of expenditure, although Coolpad Men's Wear has opened new directly-operated stores, it has not fully relaxed its pace and is still implementing its expansion plan in a steady and solid manner. If this pace remains unchanged, sales will likely see a breakthrough by the fourth quarter.
Although Coolpad Men's Wear does not have an agent system, it can be predicted that the total sales in 2012 will not be lower than that of Fengshang Men's Wear, which has increased its agent sales revenue.
From this point of view alone, Coolpad Men's Wear has much higher future development potential than Fengshang Men's Wear.
Jian Yueqin had just finished reporting the financial data of men's clothing when there was a slight murmur in the conference room. Even though Luo Yang was sitting at the top, whispers were unavoidable.
Because the data for the first quarter just now was so impressive.
With this calculation, the two men's clothing brands may achieve annual sales of 6 million yuan and realize a profit of to 2 million yuan.
You have to know that after calculating the total accounts last year, the men's clothing business suffered a loss of nearly 2000 million!
This is the rhythm of a comeback.
Not to mention the way everyone looked at Shang Guozheng, one could tell from the expression on his face that he was extremely proud!
"Be quiet. You will have time to discuss after the report is over."
Luo Yang tapped the table with his fingers, then looked at Jian Yueqin and said, "You continue."
"For women's clothing brands, the financial department still follows the division rules of last year, distinguishing the revenue of the two brands, Midnight Phantom and Lady Xiangshe, and including the revenue of the overseas market."
After the meeting room quieted down, Jian Yueqin continued her report.
"As of March 2012, 3, Midnight Phantom's domestic sales in the first quarter reached 31 million, a decrease of compared with the same period last year, and its profit reached million, a decrease of compared with the same period last year. Its expenses in this quarter were million."
As Luo Yang expected, Midnight Phantom's sales fell by nearly 20% in the first quarter of the year due to last year's price cuts.
This is on the premise that innovative models are constantly launched, brand influence continues to increase, and product quality remains guaranteed as always.
Although we don't want to see it, this is an inevitable trend.
Because of Luo Yang's previous warning, there was no noise in the meeting room this time, but everyone looked at Su Yutong.
"Midnight Phantom's overseas sales in the first quarter reached 653 million RMB, with a profit of million RMB."
Because the store is opened on Taobao, Midnight Phantom’s domestic marketing expenses are mainly spent on purchasing traffic and front-page pages.
In addition, there are some design fees. The expenses in this area are diluted to the profits. In fact, the profit margin of sexy lingerie has decreased for the whole year. If it weren't for the extremely impressive foreign trade data in the first quarter, Su Yutong would probably be anxious.
The report on women's clothing had not yet ended when it was soon replaced by Mrs. Xiangshe.
"As of March 2012, 3, Xiangshe Madam's domestic sales in the first quarter reached 31 million, an increase of compared with the first quarter of last year, and realized a profit of million, a decrease of compared with last year. The expenditure for the year was million."
Ever since Xiangshe Madam started the price reduction trend last year, the entire sexy lingerie industry has followed the trend. Because Zhengyang Group was well prepared in advance, it took a big advantage last year.
But what happened next was no longer something Luo Yang and Su Yutong could control.
After the beginning of the year, other sexy lingerie brands triggered another round of price cuts, and Xiangshe Lady had no choice but to respond. So looking at the financial data, sales almost doubled, but profits were lower than the same period last year. This shows the losses caused by price cuts.
There is no way around it. If Zhengyang Group does not cut prices in advance, other products will naturally follow this path of internal competition by 2012. By then, Xiangshe Madam will have no choice but to respond and will be extremely passive.
Luo Yang had expected this, so he was not surprised.
"Lady Xiangshe's overseas sales in the first quarter reached 847 million RMB, with a profit of million RMB."
In fact, the price reduction of domestic sexy lingerie has also affected the profits of foreign trade. Foreign brand owners are not fools. Even if Xiangshe Lady has upgraded the materials used, the profit margin has still been greatly compressed.
The market for this industry is expanding, but the previous phenomenon of super high profits will never return.
Fortunately, judging from the total amount, the sales of the two brands, Midnight Phantom and Chanel, this year will far exceed that of 11. As for the domestic profit, it would be good if it can be the same as last year. The main thing depends on the growth of appearance.
It is possible that this year we will achieve a takeaway volume of around 7000 to 8000 million euros and a profit of more than 4000 million euros.
For some time, sexy lingerie will still be an important part of women's clothing and even the Zhengyang Group, and a cash cow for realizing profits.
".The newly established women's underwear brand Xiangshe Madam achieved sales of million in the first quarter and a profit of million. The total expenditure in the first quarter was million, of which market development expenses accounted for , advertising and marketing expenses accounted for , and the remaining labor expenses and direct store expenses accounted for ."
When it comes to women's underwear, the data is not so good.
But this was also within Luo Yang's expectations. After all, it was a newly established brand. You have to know that when Fengshang Men's Wear was first established, the expenses could reach 1 million yuan. That was because Su Yutong was cautious and took small steps to open direct stores in the Yangtze River Delta region first. Otherwise, the expenses would not be small.
After reporting the relevant financial data of men's and women's clothing, Jian Yueqin also reported the production expenses and the expenses of the group headquarters.
"In the first quarter of this year, Zhengyang Group's domestic sales were close to 2 million yuan, and its foreign trade volume reached 1500 million yuan. This achievement is the result of the joint efforts of everyone present, and it is also a key step in consolidating this year's goals and tasks." After the financial report, Luo Yang spoke: "Whether it is Mr. Shang of men's clothing, Mr. Su of women's clothing, or Mr. Ma in charge of production, all of you are front-line heroes, and the rewards should be fulfilled one by one. In addition, the solid work of the line departments also provides them with a stable rear, and rewards should also be fulfilled."
After hearing these words, everyone present smiled happily.
Who wouldn’t be happy when praise and rewards are delivered?
"but."
After the praise, Luo Yang made a turning point: "From the beginning of the year to now, some bad signs have been found in both the production line and the back-end departments. Although the company is now in rapid development, we should not bury these defects. A thousand-mile dam is destroyed by an ant hole. Everyone knows this. I hope that these loopholes will not appear in the company's rules and regulations. I want to see the system restrain human nature."
All the executives in the conference room knew which bad signs Luo Yang was referring to.
From finance to production, the group's administrative leaders all spoke up and said that they would focus on rules and regulations in the next period of time.
"Today is the financial report meeting, but I still want to take ten minutes of your time to talk about the new factory."
After finishing the previous content, Luo Yang did not rush to announce the end of the meeting, but talked about the new plant: "What is the current production level of the ordered equipment? Has the human resources department reconciled with the production and sales departments? When will recruitment and new employee training start? After the first phase of the new plant is completed and put into production, what is the production arrangement of the old plant? Next, each department will make a plan, and I hope to see it in the middle of the month."
According to the current construction progress, once the zero value is reached, the first phase of the new factory will be completed very quickly. Basically, one floor every 10 days is a relatively slow speed.
Even if all supporting facilities such as water and electricity are in place, Luo Yang estimates that the equipment will be available in the first phase of the new factory by mid-to-late May at the latest.
The commissioning period for production equipment in the clothing industry is quite short, which means that production can be started by the end of May at the latest.
After Luo Yang raised the question, various departments expressed their opinions in the next ten minutes. Because the responsible persons were all present, some reconciliations could be decided on the spot, so a preliminary plan schedule was quickly formed.
"All plans will be summarized and combined into a schedule by Director Sun. A discussion meeting will be arranged in the middle of next month to finalize the timetable for the new plant's commissioning."
At nearly eleven o'clock, Luo Yang announced the end of the meeting.
After chatting with Shang Guozheng and Su Yutong in the corridor, Luo Yang returned to his office.
"I will be returning to the Magic City this afternoon. Please send the relevant meeting minutes to my email as usual."
Luo Yang instructed Sun Jingyu who followed him in, "Also, keep an eye on the things happening in the factory. If there's anything you can't handle, call me immediately!"
"You're leaving this afternoon?"
While Sun Jingyu was helping Luo Yang add water to his cup, she showed a slightly regretful expression.
I haven't been paying attention to my main point for two weeks in a row.
"Well, we'll leave in the afternoon."
Luo Yang sat down and lit a cigarette, thinking about the meeting time he had to arrange after returning to the Magic City. In addition, there were a lot of things like the club, charity foundation, game company, etc. It made him feel overwhelmed just thinking about it.
"Then I'll call the cafeteria now and ask Chef Qi to cook two side dishes in advance and send them to the office."
Sun Jingyu pretended to be considerate of Luo Yang, took out her cell phone to make a call, and lingered on leaving.
It’s not half past eleven yet?
Luo Yang looked at his watch, then looked up at Sun Jingyu and found that she had ended the call.
Forget it, just eat it early.
"By the way, boss, I left a document on your desk last week. It may have been sorted into the folder."
Sun Jingyu walked around the desk and came to the big chair. She leaned over to look for something in the folder. "It's an application report for the cost of the factory bus to pick up and drop off workers. This is what you asked me to do last time."
Ok?
I remember this document was approved last week?
Luo Yang felt that he should be correct, so he planned to remind Sun Jingyu.
Then I realized that the girl's posture was wrong.
I'm just looking for a file. Do I need to lie on the table with my upper body and lift my buttocks so high?
Also, one of the long legs was stretched straight, while the other had its calf raised backwards, which was even more exaggerated than the movements in movies and TV dramas.
Where did you learn that?
Luo Yang was at a loss whether to laugh or cry, and at the same time he realized that he seemed to have not trained her for two weeks.
Sun Jingyu searched and searched for a long time, but there was no response.
The key point is that she herself knew that she had just found an excuse. She couldn't wait for the boss's response, and she couldn't produce the so-called documents. She had no choice but to give up.
Then she met Luo Yang's half-smile and her face turned red with embarrassment.
Suddenly I didn't know where to put my hands.
"Boss, me"
Sun Hanhan was hesitant, not wanting to stand, but also unwilling to walk.
"You are quite courageous."
Luo Yang laughed and teased: "Where did you learn so much weird knowledge?"
Director Sun’s face became redder and redder.
"Come, let me see how much you have learned?"
Luo Yang reached out and pulled her over, pressing her down.
I thought this girl was already an expert, but it turned out she was just a novice.
The kind who knows nothing and needs to be taught.
It was not ready until the lunch was delivered from the cafeteria. In order to avoid being seen by the delivery person, Sun Hanhan was hidden under the desk by Luo Yang in an emergency.
"Boss, I will definitely learn it next time."
Director Sun blushed and promised Luo Yang seriously: "Within a week!"
(End of this chapter)
