baccaratnoir| Antarctic e-commerce revenue has declined for three consecutive years, and self-operated business has continued to transform
editor 2024-05-16 08:26:06 Nature 24
Transfer from: Financial Sector
this article is frombaccaratnoir: Financial community
Although Antarctic E-commerce (002127.SZ) recently achieved a net profit of 47.74 million yuan attributable to its parent company in the first quarter of 2024baccaratnoir, operating income reached 715 million yuan, a year-on-year increase of 33.92% and 16.99%, respectively, showing a certain growth momentum. However, it cannot be ignored that the company's operating income has shown a downward trend for three consecutive years from 2020 to 2023, and its revenue peak stayed at 4.172 billion yuan in 2020. In order to cope with this operating pressure, Antarctic e-commerce is actively adjusting its strategy, attracting intensive research from institutional investors, and announcing detailed business transformation and future plans.
In terms of business transformation, Antarctic e-commerce is focusing on exploration and innovation in the field of digital retail. The company is gradually optimizing the layout of online stores. By reducing the number of some online stores, concentrating resources to create a Douyin store matrix, and using the strategy of multiple accounts and as many people to significantly increase product scale and brand exposure. At the same time, Antarctic E-commerce has positioned the Tmall platform as a comprehensive store operation, while Dianduo focuses on single-store and official flagship store strategies to achieve more precise marketing and efficient transformation.
In the online and offline field, the company is actively preparing for the opening of centralized stores to consolidate its market position by improving the efficiency and surrounding influence of individual stores. Antarctic e-commerce has always adhered to the bottom line of price and quality, and is committed to providing consumers with value-for-money goods and services.
Regarding self-operated business, Antarctic e-commerce is undergoing a transformation from a Taobao store group model to a self-operated model. The company recognizes that by enhancing the consistency between product keywords and brand keywords and returning product value to a reasonable price range, it is the core of establishing long-term business relationships. On the Douyin platform, Antarctic e-commerce adopts a multi-account and multi-duration strategy to carry out implicit layout to achieve brand pre-positioning and enhance consumers 'memory and recognition of the brand.
The company is committed to upgrading the traditional sales logic to brand logic. With the vision of "cheering for the world champion", the company continues to invest in brand image building, and establishes friendly relations with all users and potential users with beauty and kindness as its core concepts.
In terms of revenue structure, Antarctic e-commerce's main sources of revenue are time interconnection business and authorization business. For the time-connected business, the company will focus on business quality and give priority to ensuring the stability of cash flow and net assets in order to continuously improve the quality of operations. For authorized business, Antarctic e-commerce pursues high-quality growth and creates a series of high-quality products that are comparable to foreign brands through its self-operated model to give back to consumers.
In addition, Antarctic e-commerce is also trying short drama business, but it has clearly stated that this is only an exploratory stage and not the current key development direction.