海瀾之家(600398.SH)三季報:線上銷售大幅增長、營收佔比增至雙位數
格隆匯 10 月 28日丨海瀾之家(600398.SH)發佈2020年前三季度報告,實現營業收入117.78億元,歸屬於上市公司股東的淨利潤12.90億元;歸屬於上市公司股東的扣除非經常性損益的淨利潤12.61億元;基本每股收益0.29元。
隨着國內經濟的持續復甦,消費需求逐步回暖,公司的經營質量持續向好。報告期公司重點業務進展情況如下:
1、主品牌積極求變,第三季度終端零售實現正增長
公司主品牌海瀾之家克服疫情影響,積極求變,不斷推出消費者喜聞樂見的IP聯名款和極具功能性的產品,加碼線上營銷,推出線下會員系統,進一步夯實品牌龍頭地位,第三季度終端零售增長由負轉正,已走出疫情帶來的不利影響。
2、孵化品牌持續發力,總體銷售表現優異
報告期,公司其他零售品牌的營業總收入同比增長57.33%。其中,生活家居品牌海瀾優選積極拓展高品質、高流量產品,滿足消費者多元化的需求,不斷提升品牌張力,前三季度累計營業收入同比增長70.38%,第三季度營業收入同比增長60.56%;女裝品牌OVV憑藉其優質的面料、考究的工藝、簡約的設計風格,贏得了現代都市女性的青睞,並伴隨着《三十而已》的熱播,品牌爆紅出圈,前三季度累計營業收入同比增長50.11%,第三季度營業收入同比增長102.84%。
3、線上銷售大幅增長,營收佔比增至雙位數
報告期,公司加速推進數字化、多樣化的新零售渠道佈局,聯合線上各業務平台持續發力,獲得了線上銷售的持續高增長。公司前三季度線上營業收入同比增長55.54%;分季度看,公司第一季度、第二季度和第三季度的線上營業收入同比增長幅度分別為16.70%、40.22%和111.27%。公司線上營業收入佔主營業務收入比例從上年同期的5.93%提高到11.59%,首次突破10%。
未來,公司將繼續開發高品質、功能性的硬核產品,提升品牌客户粘性,積極打造全網新零售,促進多渠道流量轉化,通過不斷提升經營的數字化程度,蓄力持續發展新動能,構築高質量發展新格局。
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