Recently, Luolai Home Textiles and Sheridan held a signing ceremony for cooperation in 2015-2424 at Shanghai Luolai International Home Life Plaza. Xue Weicheng, Chairman of Rollei Home Textiles and Paul Gould, General Manager of Sheridan Australia Headquarters, attended and signed the contract.
At the signing ceremony, the reporter learned that Sheridan and Rollei will jointly establish the “Australian Beautiful Life Concept Storeâ€, and the brand of Rollei Home Textiles, such as Sheridan, is expected to realize the agency brand through the establishment of brand subsidiaries and equity incentives in the future. Independent management. Now, these agency brands are managed by various “business unitsâ€.
In addition, Xue Weicheng further revealed that while Luolai Home Textile continues to introduce and optimize more international first-line home furnishing brands, it is gradually shifting to multi-category and multi-channel development strategies.
Rollei Sheridan renews
Sheridan is an internationally renowned professional bedding company. The brand adheres to original hand-painted and professional design. In 1995, it entered the Chinese market and focused on high-end consumer products. For more than half a century, Sheridan has insisted on hand-painted patterns and insists on original colors, providing a blend of tradition, modernity and modern luxury products for the Australian and international markets.
Founded in June 1992, Luolai Home Textiles is a leading enterprise in the research, development, production and sales of domestic home textiles. It has more than 2,000 chain stores in 32 provinces, autonomous regions and municipalities across the country, as well as branches in the Middle East and Singapore. There are special stores in Ukraine and other places. Since 2004, Rollei Home Textiles has represented Sheridan and signed a 10-year agency contract. As of now, Sheridan has 120 stores and counters in the first-line shopping malls across the country.
“Sheridan’s sales share in the Australian home textile market has reached more than 60%. It was originally introduced to China’s Australian import brand by Rollei. It was a very profitable brand from the beginning, and it is also a business unit that is better for Rolls-Royce’s profit contribution. "Sheridan's performance in the past ten years can be summed up in three 'firsts': the first retail store with more than one hundred international professional brands, the first international professional brand with over 100 million retail sales," said Kathy Zhu, director of the Rawais business unit at Rollei Home Textiles. The first single store has more than 10 million international professional brands."
Paul Gould, General Manager of Sheridan's Australian Headquarters Home Department, also revealed a new plan for cooperation between the two parties at the signing ceremony: “Innovation of the spleen and products is accompanied by innovation in the consumer experience. We are working with Rollei to prepare for the first unique in China. The 'Australian Beautiful Life' concept store. 'Australian Beautiful Life' is our new brand positioning, which represents Australia's most beautiful living elements, and we will gradually provide new products to the Chinese market in the next few years. High quality home products such as unique dinner utensils, tablecloths, aromatherapy, candles, high-end baby products, etc."
“Sheridan is still mainly the concept of bedding and home textiles. In the future, Sheridan will move towards the concept of home life, not only for home textiles, but also for the concept of home soft decorations.†David Westhead, Director of Business Development, Sheridan Asia, said, “In the future In the midst of the rise of the post-80s, the consumer base is expanding and our market will be expanding. Sheridan and Rollei will together provide more life for young Chinese consumers in the next decade. Quality and lifestyle products"
Channel change
"The establishment of such a concept store in cooperation with Sheridan is also a new development for the channel. We used department stores as the main channel, and now a large number of consumers can enter shopping malls, specialty stores, the Internet, etc. to buy us. Products, and the next decade will be a decade of change," said Xue Weicheng, chairman of Luolai Home Textiles.
On September 5, Luolai Home Textiles announced that it will continue to increase investment and support in the e-commerce channel, and use the resources of the company's multi-brands to introduce other brands outside of Luolai and LOVO to the market in a planned and rhythm. To expand brand influence and market share. In the three-day online full-brand promotion activities from September 1st to 3rd, the sales reached nearly 40 million yuan.
And Shi Lai, manager of the market of Luolai Home Textiles, told reporters that Sheridan is still mainly offline products. The online Tmall store is planning and is expected to go online next year. Paul also said: "As an omni-channel brand, we will continue to develop and improve our Sheridan online store concept to better meet this high-speed growth channel. We are working with Rollei to prepare to open the Chinese market in the next few months. Online sales network."
"Electronics is actually a way we don't make good use of it, because we don't want to hurt offline franchisees and consumers or damage the high-end positioning of our brand because of different prices." Xue Weicheng told reporters, "O2O is currently It is still planning, and will gradually advance next year. In the future, the high-end brands we represent may also be opened separately on Tmall. And we will take some of the products to lower the profit margins to achieve the same price online and offline. Or the way to promote the backlog of products."
In addition, Xue Weicheng also revealed to reporters that the company may be to further adjust its development strategy. Now the new strategy is how to make the brand a subsidiary. "We have many brands now, and we are considering each brand to set up a subsidiary. The general manager of the subsidiary holds a certain share, and these subsidiaries can operate relatively independently through internal talent incentives and internal sharing. In addition, we will transfer the group from multi-brand development through mergers and acquisitions, including franchisees becoming joint ventures. For the development of multi-category and even multi-channel, we will strive to maintain the leading position in the industry."
“Luolai Home Textiles wants to realize the direct marketing of offline franchisees through the innovative way of acquiring part of the equity of franchisees. In the long run, it will not only enhance the company’s ability to control retail terminals, but also reduce the company’s resistance to e-commerce and O2O. "As of the third quarterly report, Luolai Home Textiles holds 629 million yuan in cash and cash equivalents. This year, it also invested 100 million yuan to set up Nantong Luolai Business Consulting Co., Ltd., so it is expected to pass Acquire upstream and downstream enterprises with complementary resources and industrial synergies to enhance the company's competitiveness in the industry."
In the first three quarters of the year, Luolai Home Textiles achieved operating income of 1.88 billion yuan, an increase of 9.13% year-on-year. The net profit attributable to shareholders of listed companies was 277 million yuan, an increase of 16.7% over the same period of last year. The net profit attributable to shareholders of listed companies increased between 0-20%, corresponding to a net profit of 332 million yuan to 399 million yuan.
The article is from the China Times, edited by GO Jiaju Changzhou Home Network.
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