Kamis, 20 Juni 2019 07:42:00
China Dongxiang Announces Annual Results 2018/2019
Focusing on Point-of-sale Reform ; Omni-channel Distribution of Products Starts
HONG KONG, CHINA, - 19 June 2019 - The leading international sportswear brand enterprise in the PRC, China Dongxiang (Group) Co., Ltd. ("China Dongxiang" or "the Company", together with its subsidiaries, "the Group", HKEx stock code: 3818) announces its results for the fifteen months ended 31 March 2019 ("Reporting Period").
The Group's revenue for the Reporting Period was RMB2,144 million, while profit attributable to equity holders of the Company was RMB866 million. Basic and diluted earnings per share was RMB14.91 cents. As a reward to shareholders for their unfailing support, the Board of Directors has proposed to distribute 30% and 20% of the net profit attributable to equity holders for the fifteen months ended 31 March 2019 as final dividend and special final dividend, respectively, representing a dividend payout ratio of 50%.
Operational Highlights of 2018/2019
China Segment: Launching A New Model and Securing Product Supply
The Group has reinforced cross-sector collaboration with celebrities and key opinion leaders in various sectors in the Reporting Period to fully envision the fashion trends and strengthen its brand penetration.
The Group has also endeavoured to develop a digitalised member recruitment programme for Kappa to increase members' repeated purchase by omni-channel management of members and big data utilisation for precise marketing. Meanwhile, the Group has stayed focused on point-of-sale reform by optimising existing structure of its stores, actively managing the proportion of top stores, shopping mall stores and outlet stores. In addition, the first step of reform on relationship-building channels for customer adjustment has been completed, the direct-sale system and direct-franchised customers accounted for over 90% of the Group's entire business.
The construction of two nationwide logistics and distribution centres will be completed in the next quarter, aiming to provide secured and prompt product turnover. The Group has sought closer cooperation with reputable e-commerce platforms, including Tmall, JD.com and vipshop.com, its e-commerce business for the Reporting Period recorded a significant growth.
During the Reporting Period, the Group achieved outstanding results on the marketing programme of kid's wear business. The Group has launched a sequence of effective marketing events for kid's wear in order to further uplift its brand awareness in kid's wear market, for example, Kappa has announced via social media platforms that it will continue to be the sole official sponsor of the "Chinese Football Boy" (中國足球小將 ) campaign 2019 for the provision of sports gear. The Weibo hashtag of #Chinese Football Boy# secured more than 3 billion click views. During the Reporting Period, revenue from the kid's wear business reached RMB151 million, accounting for 8.6% of the revenue from China segment.
As at 31 March 2019, the Group had a total of 1,502 Kappa stores (including 295 Kappa Kid's stores), representing a net increase of 15 stores as compared to the end of 2017 (a net increase of 70 Kappa stores and a net decrease of 55 Kappa Kid's stores). (*).
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