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拉夏貝爾(06116.HK)線上業務模式調整為“品牌授權+運營服務”模式
格隆匯 09-01 20:19

格隆匯9月1日丨拉夏貝爾(06116.HK)公告,公司於2020年9月1日召開的第四屆董事會第六次會議及第四屆監事會第五次會議審議通過了《關於調整線上業務運營模式的議案》,同意將公司線上業務模式調整為“品牌授權+運營服務”模式,該模式將成為後續公司線上業務日常運營的新模式。

公司線上業務起步時間較晚,前期曾採取代理運營方式;現階段受運營經驗不足及缺乏精細化管理能力等因素影響,公司2017年度至2019年度線上銷售收入佔整體營業收入的比例僅為13.65%、14.13%及10.65%,且始終面臨着線上流量成本逐步上升、線上業務盈利能力較弱等問題。

為推動公司品牌業務結構優化調整,激發線上業務渠道的變革動力,公司計劃將線上業務由“企劃設計-自主採購-平台運營-線上銷售”的傳統模式調整為“品牌授權+運營服務”的新模式。在新模式下,公司線上業務採取輕資產的業務運營模式,計劃將旗下品牌系列商標分別授權給供應商、經銷商及代理運營商等,並將線上業務的運營管理交由專業的品牌運營公司代為運營。後續品牌授權+運營服務將成為公司線上業務日常運作的新模式,公司將不再使用自有資金採購線上貨品,亦不再獨立經營電商平台銷售業務。

本次推行品牌授權+運營服務的新業務模式,可以使公司充分發揮自身品牌、流量及平台等優勢,通過更好地運用外部資源,提高線上業務的週轉速度,拓寬公司線上日常業務範圍,為公司後續探索更多品類授權奠定基礎。

鑑於公司擬將線上業務交由品牌運營公司代為運營,後續公司線上收入將以收取授權使用費為主要來源,因此預計公司線上渠道收入將明顯下降;與此同時,公司線上業務將以獲取授權收益為主,不再參與線上貨品的設計和採買等環節,不再承擔線上渠道庫存風險,若該線上業務模式順利推進,將對公司經營業績產生積極影響。

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