On April 28, Kidswant Children Products Co.Ltd(301078) released the annual report of 2021. In 2021, the company achieved an operating revenue of 9.049 billion yuan, a year-on-year increase of 8.30%; The net profit attributable to shareholders of listed companies was 202 million yuan, a year-on-year decrease of 48.44%. The basic earnings per share is 0.20 yuan, and it is proposed to distribute a cash dividend of 0.20 yuan (including tax) for every 10 shares.
During the reporting period, Kidswant Children Products Co.Ltd(301078) vigorously developed the omni channel strategy. In terms of offline store layout, the company continued to promote the iterative upgrading of store functions and positioning, and built large user stores based on scene, service and digital through in-depth strategic cooperation with large shopping centers such as Wanda and China Resources. By the end of 2021, the company had 495 large digital physical stores in 20 provinces (cities) and 142 cities across the country, serving more than 50 million member families. During the reporting period, the company added 71 stores, closed 10 stores and closed 495 stores at the end of the period.
In terms of online platform layout, the company has built a C-end product matrix including mobile app, wechat official account, applet, wechat mall, etc., to provide diversified mother, baby and child goods and services to target user groups. In addition, the company has completed the digital construction of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integration, and truly realized the omni channel shopping experience integrating member service, commodity management, logistics distribution and operation. The company’s online platform revenue in 2021 was 841 million yuan, a year-on-year increase of 12.06%, accounting for 9.29% of the total operating revenue. By the end of 2021, Kidswant Children Products Co.Ltd(301078) app had more than 41 million users.
In terms of warehousing and logistics, in order to ensure the rapid response ability and service level of product distribution across the country, improve the timeliness of delivery and distribution, and strengthen consumers’ shopping experience, the company has established a three-level warehousing system matching the store layout and online sales, including central warehouse (CDC), regional warehouse (RDC) and urban central warehouse (FDC). By the end of 2021, the company has built a fully automated central warehouse in Nanjing; There are four core regional warehouses in Wuhan, Chengdu, Tianjin, Foshan and other places, mainly covering central China, North China, South China and southwest China; There are 15 urban central warehouses in Yancheng, Changzhou, Zhengzhou and other places.
After years of accumulation, the number of Kidswant Children Products Co.Ltd(301078) members has continued to rise. By the end of 2021, the number of members of the company has exceeded 50 million, including more than 11 million active users in the latest year and nearly 10 million users operating in the private domain of enterprise wechat. The income contributed by members accounts for more than 96% of the sales revenue of all mother and child commodities of the company.
In 2018, the company officially launched a paying member – black gold plus member, which fully penetrated the daily life scenes of users by deeply binding members with brands, making VIP services more appropriate to their needs. By the end of 2021, the company has accumulated more than 760000 Black Gold members, and the annual output value of a single customer has reached about 11 times that of ordinary members.
