九牧王(601566.SH)半年度扣非淨利潤降20.82%至1.95億元
格隆匯8月21日丨九牧王(601566.SH)發佈2019年半年度報告，實現營業收入13.53億元，同比增長7.33%；歸屬於上市公司股東的淨利潤3.25億元，同比增長23.69%；歸屬於上市公司股東的扣除非經常性損益的淨利潤1.95億元，同比下降20.82%；基本每股收益0.57元。
報告期內，九牧王品牌主要圍繞“商品變革、渠道升級、精耕零售、品牌重塑、組織激活”五大戰略主題，開展經營活動。
商品變革：聚焦褲品類，完成褲文化梳理及全國傳播，通過小黑褲系列全國推廣，鞏固“男褲專家”地位；優化商品運營流程，進一步推動全國商品統一管理，加快商品週轉；建立完善研發中心數據庫，對歷年收集的版型、工藝、輔料、顏色等進行梳理、分類，並進行規範化的管理。
渠道升級：報告期內，對現有渠道政策進行梳理、完善，制定完成匹配現有渠道發展的政策、規劃，支持渠道發展；加大空白市場的拓展力度，持續進行集成店、奧萊店及購物中心店的開設，渠道結構優化按規劃良性發展；鼓勵優秀加盟商進行跨區域經營，報告期內已完成若干個加盟商跨區經營，下半年將總結優秀加盟商的經驗並在客户中進行學習傳播。
精耕零售：完成“賦能終端”項目的課程研發，在全國從管理層到一線銷售人員，自上而下進行學習、考核，極大地提升銷售人員的各方面素質；探索新零售業務模式，完成微信小程序的上線試運行。
品牌重塑：通過與蘇寧足球達成戰略合作、成功贊助戛納電影節、明星穿戴街拍、娛樂節目贊助等體育與娛樂營銷活動，藉助國際化的傳播平台和明星的流量帶動，有效提升品牌的知名度和影響力；“小黑褲專項推廣項目”中，通過自媒體視頻平面推廣對小黑褲進行多維度的演繹、通過“小黑褲挑戰一字馬世界紀錄”熱點事件傳播、與時尚雜誌合作，通過時尚媒體推廣，打造時尚單品等系列活動，在提升品牌年輕化、時尚度的同時，有效提升了品牌的知名度。
組織激活：繼續在全國範圍內推行小微變革項目，對第一、二批小微試點分公司進行復盤總結，同進啟動第三、四批小微分公司的宣貫、推廣。
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