羅萊生活(002293.SZ)半年度淨利潤降5.05%至2.07億元
格隆匯8月21日丨羅萊生活(002293.SZ)發佈2019年半年度報告，實現營業收入21.87億元，同比下降0.43%；歸屬於上市公司股東的淨利潤2.07億元，同比下降5.05%；歸屬於上市公司股東的扣除非經常性損益的淨利潤1.68億元，同比下降12.26%；基本每股收益0.2492元。
羅萊品牌通過持續強化統一的品牌形象輸出，向目標消費者傳遞“超柔牀品”的定位。以三種柔軟黑科技賦能全品類柔軟科技產品，強化門店柔軟主題陳列，消費者對柔軟的品牌關聯度上升2pt，柔軟心智得到有效提高；根據尼爾森公佈的年度品牌健康度調研結果，2019年上半年，羅萊品牌美譽度為87%，知名度為28.4%，分別位列行業第一、第二，品牌美譽度、知名度持續提升；針對年輕客户羣體，推出婚慶“國潮”系列，同時不斷打造商品爆款、打造有競爭優勢的品牌故事，吸引、轉化新客羣；在營銷方式上，發展社羣營銷、微信營銷及網絡直播等新的營銷模式，展開抖音、小紅書等社交媒體嘗試。上半年線下會員新增20萬人，活躍會員同比增加80%。
LOVO家紡“歐洲新鋭設計師設計”品牌戰略順利推進。2019年3月LOVO於全球地標法國盧浮宮舉辦十週年慶典，正式宣佈啟動“歐洲100”項目，截止2020年年底，LOVO計劃將與歐洲100名以上的歐洲設計師合作，持續推出設計師聯名款產品，通過戰略落地更快速提升品牌的價值。通過電商大數據的趨勢與預測，LOVO家紡全面升級了品牌的視覺形象，着力打造出更年輕、時尚、互聯網感、內容情景化的視覺體系，快速提升流量轉化為銷售的效率。
廊灣品牌和萊剋星頓品牌作為集團探索全品類家居業務的載體，穩步推進“大家紡小家居”業務，由以牀品為主的家紡產品逐步向衞浴、餐廚、生活家居等多個品類延伸，向消費者呈現豐富的家居生活場景，滿足一站式、體驗式購物的需求。
羅萊品牌2019年上半年繼續深度打造以“超柔科技”為核心的商品競爭力，90%以上的產品使用了超柔工藝，“超柔牀品”戰略全面落地。產品研發從纖維、紡紗織造工藝以及整理工藝等多維度進行材質的多元化創新，來滿足消費者差異化的需求。針對不同季節產品推出“柔軟睡眠”和“輕暖睡眠”概念，“柔軟科技”應對四季使用需求開發，“輕暖科技”圍繞秋冬的睡眠體驗改善針對性的研究，創新推出碳素磨毛產品、盈暖纖維產品及發熱纖維產品。
LOVO家紡開啟了互聯網家紡個人羣精準化產品研發的策略，清晰劃分差異化的消費代際特徵、在用户思維指導下深挖消費需求、以大數據預測產品研發趨勢。2019年上半年，LOVO家紡在“歐洲的設計、全球的材料”兩大領域引入了更先進的全球化資源，在產品科技技術層面進行了保暖專利科技升級、香氛牀品等多項微創新，最終提升了電商消費者的購物體驗。
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