Jinfa Labi Maternity & Baby Articles Co.Ltd(002762)
Report on the work of the general manager in 2021
Dear directors
The report on the work of the general manager in 2021 is as follows: in 2021, the company achieved an operating revenue of 299.32 million yuan, a total profit of 8.01 million yuan and a net profit of 13.82 million yuan, down 4.41%, 78.02% and 57.36% respectively compared with 2020. The asset liability ratio is 8.08%, the current ratio is 4.7 times, the accounts receivable turnover rate is 16.26 times, the inventory turnover rate is 0.90 times, the weighted average return on net assets is 1.42%, and the earnings per share is 0.04 yuan. 1、 Review of main work in 2021
1. Increase online channel promotion, adjust the layout of offline stores, and optimize channel management
The tiktok company has been expanding its online sales business actively, and has actively launched online channel promotion activities, optimized the electronic commerce team, adjusted the structure and personnel allocation, and increased the resources of the jitter and shopping mall businesses. Tiktok has effective training and incentive mechanism for the development of online business, and has launched PK games. It also uses official account numbers, Rabbi jitter, and little red book to conduct drainage, which lays a solid foundation for the company’s private sector projects. While the C-end traffic is driven and the live broadcast brings goods, the company also timely starts the B2B live broadcast. Through the live broadcast of the company to the dealers, the company regularly introduces the company’s new products, helps customers improve their performance, effectively improves the shortcomings of traditional telemarketing, and enables the dealers to intuitively understand the company’s products, sales policies, distribution policies and after-sales support.
The company also timely optimized and adjusted the layout of offline stores according to the changes of market environment and channel planning, and closed and closed stores with transferred hot spots and poor performance according to local conditions. During the epidemic period, stores were opened carefully, efforts were made to improve store experience service, precision marketing and micro mall community marketing, and promote refined services, so that the overall quality of stores was greatly improved.
2. Strengthen brand building and improve brand awareness, recognition and reputation.
During the reporting period, the company upgraded the visual image of a new generation of terminals, promoted the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) upgraded store image and display layout, and renovated and upgraded the existing stores to make them more in line with the aesthetic preferences of young consumer groups. The company also promotes brand promotion through new media such as jitter, tiktok, and so on. It will put the connotation of Rabbi brand “natural, safe, comfortable, convenient and suitable for physical fitness” into the minds of consumers, and enhance brand.
3. Flexible and diverse sales strategies
During the reporting period, the company increased investment in online publicity and promotion, optimized sales strategies, continued to expand online sales channels, strengthened the number and intensity of live broadcasts, and strengthened the marketing and promotion activities of various sales channels. For example, the franchise channel “6.18 year promotion”, “store celebration superposition activities of direct channel shopping malls”, “tmall 6.18 opening event”, “special live broadcast of online celebrities”, “Buyer show” and so on. The “online ordering meeting + offline ordering meeting” effectively ensured the normal progress of the ordering meeting in spring and summer of 2022 and autumn and winter of 2022 during the epidemic period. The live broadcast was started, which improved the ordering efficiency and achieved the expected results.
4. Through the optimization, upgrading, development and application of the information system, improve the system’s ability to support Wuxi Online Offline Communication Information Technology Co.Ltd(300959)
With the deepening of the company’s refined management of offline terminal stores and the increasing investment in online business, the company’s middle and back office information system has also been upgraded synchronously as planned, moving towards the direction of digital version 2.0 and Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integration. During the reporting period, the company continued to optimize all links such as product R & D and design, procurement and manufacturing, warehouse management, logistics distribution and management process, and upgraded hardware and software to provide strong system support for Wuxi Online Offline Communication Information Technology Co.Ltd(300959) sales business.
Apply the design and supply chain management system to the design and R & D, and learn from the idea of lik system to improve the product enterprise development function. The combination of the two provides convenience for the follow-up new product management and analysis and improves the efficiency; The application of PMC system in procurement and production strengthens the logic of finished product procurement or production settlement, and makes the process controllable by using a series of reports such as finished product warehousing, summary and reconciliation.
The operation and management report analysis system is applied to daily operation. The operation data collected from different angles such as sales, products, profits, VIP customers, inventory and human resources form an analysis express, which is regularly pushed to the management and operation decision-making level through the mobile terminal every day, so that the company can obtain market information as soon as possible and respond in time. The company has also developed micro mall operation Kanban, micro mall mobile version and computer version, which is convenient for management and consumers to access from different ports.
Integrate the customer management system into the e-commerce platform, combined with enterprise wechat and cloud warehouse, and build the online mall into a global circulation with SCRM function at the same time. The operation logic of the whole mall has been upgraded from simple product promotion to “store promotion + product promotion + customer relationship management”, focusing on the connection with enterprise and micro, and reaching the wechat end of customers anytime and anywhere through enterprise and micro. After the upgrade, the operation of the mall is stable, and the company has also accumulated a large number of optimization skills and resource allocation methods for operating e-commerce platforms.
The enterprise management self-service analysis system is applied to finance and specific businesses. Based on the normative requirements of financial statements and departmental business profit statements, the expense allocation rules of the profit center are systematized to ensure that the system automatically allocates relevant expenses according to the rules after closing at the end of the month, which more truly reflects the profitability of each business segment.
Strengthen the process and communication functions of the administrative office management system, and jointly build a corporate culture promotion platform on PC and mobile terminals in combination with enterprise wechat and Tencent Lexiang; Based on OA office platform, the external security tablet app software is developed to facilitate access management, internal attendance management and goods access management; Based on the users of OA system, we independently develop the enterprise single point login system. At present, we have integrated ad domain, OA, Bi, wireless login and other business systems, and gradually realize the centralized and unified login and authority control platform within the enterprise.
To sum up, during the reporting period, the company accelerated the construction of omni-channel information system in all aspects, promoted the application of informatization in all business sectors, effectively organized human and material resources and unified allocation with the help of informatization means, and greatly improved the efficiency of order processing and delivery, especially during the promotion period. For example, in large-scale online marketing activities such as “June 18”, “November 11” and “December 12”, the company can well solve the “order explosion” in the short term, Ensure smooth delivery in case of large promotion. While accelerating the construction of information technology, we will build digital and Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integration projects, improve the quality of traffic operation, and optimize the marketing modes such as live broadcast and delivery. Tiktok live by the system, raise live voice, broadcast live shopping mall, enrich the live broadcast mode, set up private area traffic pool, expand brand communication, and make store drainage and Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integration. In recent years, through the continuous upgrading of the company’s information and digital management, the proportion of online business has been increased, the information system’s ability to support Wuxi Online Offline Communication Information Technology Co.Ltd(300959) in an all-round way has been improved, the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) mutual coordination and the coordination of products and services have been promoted, and the core competitiveness of the company has been improved.
5. The layout of “maternal and infant products + medical and medical beauty services” has been steadily promoted
During the reporting period, focusing on the transformation of the consumption demand of the new generation of mother and baby consumers and the trend of economic and social development, the company adjusted its development strategy, steadily promoted the transformation and upgrading of the company’s business, created a new business model of “mother and baby products + medical and medical beauty services”, invested 36% equity of Hanfei medical beauty, implemented the layout coordination service end, cut into the medical beauty track, and invested in the establishment of Shantou Longhu Hanfei medical beauty clinic in the second half of the year. Next, The company will make good use of the existing resources, gradually increase the investment in the service end, steadily promote the implementation of projects such as “Shantou Jinzhi maternity hospital Co., Ltd.”, “Shantou Jinzhi yuezi nursing Co., Ltd.” and “Shantou Hanfei medical beauty hospital Co., Ltd.”, further meet the consumption needs of existing members and potential customers, fully tap their consumption potential, and gradually link the company’s product end and service end, Cultivate new profit growth points, enhance the comprehensive competitiveness of the company in the mother and baby industry, and maintain the healthy and sustainable development of the company.
Han Fei medical beauty has been deeply engaged in the medical beauty industry for more than ten years, implemented chain operation, and provided various medical beauty and health management services for medical beauty consumers. In Guangdong, Hong Kong and Macao Dawan District, it has three-level medical and American hospitals, two-level hospitals and outpatient departments. It has leading advantages in medical technology team, hardware equipment, standardized service system, brand, reputation and customer base, and has the ability of industry integration, model replication and industrial expansion. However, Jinfa Labi Maternity & Baby Articles Co.Ltd(002762) has a large number of mother and child members and fans, most of whom are young mothers. The demand for postpartum repair and maintenance is huge, which overlaps with the target consumer groups of Hanfei Yimei. Through strategic investment, Hanfei Yimei has opened up new areas of cooperation for the company’s strategic layout and laid a more solid foundation for the company’s long-term development in the future.
6. Carry out internal training to improve employees’ skills and ability to adapt to business upgrading
During the reporting period, the company established “Rabbi Business School” to vigorously promote the construction of internal training system, and carried out about 50 on-the-job trainings for various employees throughout the year. Among them, there are not only the training on marketing strategy of large single products, “easy management” system sharing and development strategy, but also the training on part-time customer service of “double 11”, the operation process of ordering and receiving orders of finished products, the process of temporary receipt, inspection and warehousing of incoming goods, as well as the training on laws and regulations, daily hygiene operation and equipment operation, the training on the new standard of knitted infant and children’s clothing (online), as well as many art worker training, nursery teacher training Fire fighting equipment training, etc. Rich and professional training not only improves the business skills of the company’s employees and meets the company’s business needs, but also lays a talent foundation for the company’s future development. At the same time, through centralized training and classroom interaction, it also improves the communication and feelings among colleagues and enhances the cohesion of the company’s team.
To sum up, during the reporting period, faced with adverse factors such as repeated global epidemics, rising commodity prices, supply shocks and weakening expectations, the company timely adjusted its sales strategy, increased online channel promotion, opened up new online sales channels such as live delivery and optimized micro mall; At the same time, actively adjust the product strategy, segment the consumer population, develop online special funds and online combination discount packages, adjust the pricing strategy and offline store layout, and optimize channel management; Improve the system’s ability to support Wuxi Online Offline Communication Information Technology Co.Ltd(300959) all-round by optimizing, upgrading, developing and applying the information system; Adjust the production strategy and flexibly transform some production lines to meet the small batch and diversified needs of customers. Due to the proper and timely adjustment of the above measures, the main business of the company has remained relatively stable, and the main business income has not fluctuated significantly, ensuring the long-term stable, healthy and benign development of the company’s operation. The above measures constitute the main factors driving the company’s performance.
2、 Business plan for 2022
Facing the complex and changeable social environment, economic environment and market environment in the post epidemic era, the company will closely focus on “taking consumers’ demand for products and services as the core”, face change directly, adhere to innovation, optimize supply, and awaken consumers’ inner needs through innovation and services. Continue to promote brand operation, accelerate digital transformation, improve service experience, optimize supply chain management and other core competencies; At the same time, improve our product competitiveness, brand operation ability and core technology ability. Accelerate the expansion of online business, deepen the integration of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) and with each other, continuously improve the performance of terminal retail, realize the “more quality growth” of its own brand, and become a respected mother and child consumer goods enterprise.
1. Rapidly improve the company’s existing sales scale and maintain steady growth in performance
Accelerate the new market development of all-round franchise business, strengthen the operation and maintenance of existing stores, promote the digital transformation of store operation, and help franchisees open up new online channels. Optimize the image of the company’s Direct stores, improve the floor efficiency through fine operation, improve the profitability of stores, increase the current market share of Direct stores, and continuously improve the performance of Direct stores. Wholesale business tries to operate the market directly in individual regions, and the company directly supplies the market with combined products; Improve the channel coverage of mother and baby stores and create popular items. The business of e-commerce continues to achieve steady growth, enhance online brand image, and enhance the sales of Tmall, Jingdong and other tiktok platforms, and expand the proportion of jitter and community sales. Strengthen the construction of product production line, ensure product quality, and launch more high-quality products that can lead the market and penetrate into the minds of consumers.
2. Accelerate the proportion of high net worth customers
Set up a full-time team for user growth, set up member management system and operation system, establish customer model, member label and member stratification. Formulate high net worth customer standards and service processes, and obtain the cognition and recognition of brand high net worth users through “category + emotion”. We will strengthen the promotion and services of pregnant women and newborn products, extend the products and services to the upstream and downstream of the mother and baby industry, and provide more high value-added services for the mother and baby population.
3. Promote refined and digital commodity management
Establish a digital commodity flow management system to realize digital management and digital operation; Establish the “two evaluation and two test” commodity selection and order mode to improve the scientization and accuracy of new product order; Establish and improve the working mechanism of commodity life cycle management to better meet the market demand; Establish and improve the commodity stock age management mechanism at the company level to improve the inventory degradation rate in previous years. Through the comprehensive application of big data, form the digital and labeled management of customer files and needs, improve the flow operation efficiency and successful conversion rate, and lay the foundation for the improvement of offline drainage and repurchase rate.
4. Accurately implement brand marketing
Increase brand publicity investment in new media channels, expand the influence of the brand in the target population, improve brand awareness and build the company’s brand IP; Cross platform external cooperation, continue to expand brand publicity to off-site platforms and conduct drainage; The tiktok company continues to strengthen event marketing and topic marketing, making full use of new media such as rabbi WeChat official account, subscription number, micro-blog, jowl and Xiaohong book, increasing the number of fans, increasing conversion rate and enhancing loyalty. Maintain VIP members, provide value-added services and improve the repurchase rate.
5. Focus on the development of e-commerce business and continue to maintain rapid growth
In 2022, the company’s e-commerce business will maintain a healthy and rapid development goal. Use new media channels to develop popular categories and carry out precision marketing for specific target groups; At the same time, improve the online business operation ability and big data application ability. First, do a good job in the independent operation and accounting mode of the live broadcasting room and copy its own live broadcasting team; Tiktok, encourage and nurture employees to become a voice master and build up their own master team. Finally, use the member management system to connect Wuxi Online Offline Communication Information Technology Co.Ltd(300959) , manage members scientifically, reach members effectively and maintain interactive links; Revitalize member assets and digital assets, improve the scientific and standardized level of online operation and management, and maintain the sustained and rapid growth of online performance.
6. Perfect company
