Peacebird did not respond to the interview with Time Weekly
Posted: Sun Dec 22, 2024 10:09 am
After the year-on-year decline in 2023, the revenue of online and offline sales channels continued the year-on-year decline in this semi-annual report. Although Peacebird actively promotes new social retail channels such as mini programs and live broadcasts by Internet celebrities, and tries to conduct precision marketing on new traffic platforms preferred by contemporary young people such as Douyin, Xiaohongshu, and Bilibili, the sales expenses also separately list the "e-commerce platform fees" that were not reflected in last year's annual report, and the year-on-year growth is still poor, but the actual effect is still not good.
Advertising expenses are another expense that PEACEBIRD indonesia phone number sample has grown against the trend in the first half of the year, up more than 20 million yuan year-on-year. As mentioned in the semi-annual report, the first PEACEBIRD flagship store opened in Ningbo in May 2024 is an important milestone in the comprehensive upgrade of the PEACEBIRD brand. However, judging from the operating data, it is also not ideal.
Cheng Weixiong, an independent fashion industry analyst and founder of Shanghai Liangqi Brand Management Co., Ltd., believes that the surge in Peacebird's performance last year is inseparable from the relatively high consumer market after the three-year epidemic. Closing offline loss-making stores to reduce costs and increase efficiency also played a certain role. However, judging from this semi-annual report, Peacebird's transformation did not achieve the expected results.
This requires a market cultivation cycle, and user cognition conversion takes time. Regarding the fact that the increase in e-commerce investment has not brought substantial results, Cheng Weixiong believes that the rising traffic costs of online platforms such as e-commerce have indeed led to increased revenue but not increased profits. This is already a pain point in the industry. The greater the proportion of online revenue, the greater the impact.
Employee salaries were cut by more than 80 million yuan, and layoff costs increased by more than 10 million yuan
In the first half of the year, the employee salary of Peacebird's administrative expenses decreased year-on-year, with the listed details being 126.7 million, compared with 176.6 million in the same period last year, a decrease of nearly 50 million. In sales expenses, the employee salary listed in the details was 435.7 million, compared with 470 million in the same period last year, a decrease of more than 34 million. After saving more than 80 million in employee salaries, Peacebird's profit data is still far weaker than the same period last year.
Advertising expenses are another expense that PEACEBIRD indonesia phone number sample has grown against the trend in the first half of the year, up more than 20 million yuan year-on-year. As mentioned in the semi-annual report, the first PEACEBIRD flagship store opened in Ningbo in May 2024 is an important milestone in the comprehensive upgrade of the PEACEBIRD brand. However, judging from the operating data, it is also not ideal.
Cheng Weixiong, an independent fashion industry analyst and founder of Shanghai Liangqi Brand Management Co., Ltd., believes that the surge in Peacebird's performance last year is inseparable from the relatively high consumer market after the three-year epidemic. Closing offline loss-making stores to reduce costs and increase efficiency also played a certain role. However, judging from this semi-annual report, Peacebird's transformation did not achieve the expected results.
This requires a market cultivation cycle, and user cognition conversion takes time. Regarding the fact that the increase in e-commerce investment has not brought substantial results, Cheng Weixiong believes that the rising traffic costs of online platforms such as e-commerce have indeed led to increased revenue but not increased profits. This is already a pain point in the industry. The greater the proportion of online revenue, the greater the impact.
Employee salaries were cut by more than 80 million yuan, and layoff costs increased by more than 10 million yuan
In the first half of the year, the employee salary of Peacebird's administrative expenses decreased year-on-year, with the listed details being 126.7 million, compared with 176.6 million in the same period last year, a decrease of nearly 50 million. In sales expenses, the employee salary listed in the details was 435.7 million, compared with 470 million in the same period last year, a decrease of more than 34 million. After saving more than 80 million in employee salaries, Peacebird's profit data is still far weaker than the same period last year.