Aeffe2014 Fiscal Year Turned Into Deficit To Achieve Counterattack

Aeffe SpA, chairman of the board of directors, Massimo Ferretti Ferretti, expressed satisfaction with the group's profitability in 2014, saying that 2014 was a key year for the group. He also expressed optimism about the future.

No matter in mature markets or emerging markets, there are opportunities. Future accessories will bring greater benefits to the group.

In the 2014 fiscal year ending December 31, 2014, Aeffe SpA's revenue increased slightly by 0.2%, from 251 million 100 thousand euros a year earlier to 251 million 500 thousand euros, while the fixed exchange rate increased by 7.6%.

As Aeffe SpA is in the process of reorganization, regional development is extremely uneven.

Due to the closure of the Japanese market, the direct selling subsidiary was handed over to MITSUBISHI fashion agency. The market plunged 67.9% to 7 million 38 thousand euros in 2014. As the group's most important European market, its performance in 2014 was excellent. In 2014, the domestic market in Italy increased by 8.7%, from 104 million 500 thousand euros in the same period last year to 113 million 600 thousand euros. In addition to the European market income in Italy, 55 million 858 thousand euros were recorded.

The decline was 5.6% to 16 million 109 thousand euros, while the Chinese market had an increase of 25.8%.

Fiscal year 2014

SpA group EBITDA recorded 25 million 686 thousand euros, up 24.7% from 20 million 599 thousand euros in the same period last year, and the profit margin of EBITDA increased to 200 from 200 basis points; EBIT recorded 12 million 29 thousand euros, 99.6% higher than the 6 million 28 thousand euro a year earlier, and the EBIT profit rate doubled, 2.4% 240 basis points to 4.8%.

Related links:

Recently, Jingdong reported that the paction volume exceeded 260 billion yuan in 2014, and the net loss was close to 5 billion yuan.

When Jingdong profits, Liu Qiangdong gave the answer 5 years ago: "I have never set any profit in the interior, but I still have no set."

In a word, Liu Qiangdong did not know when he would lose money.

At the same time, Liu Qiangdong also admitted that O2O is one of the current losses in Jingdong group.

Cooperation with convenience stores is the largest pie ever painted by Jingdong, but there are still many problems at present. Convenience stores have a narrow coverage radius, a small number of personnel, and a price game with the platform. At the same time, people's consumption habits have not yet been formed, and the shopping needs of community convenience stores are random. These details will affect the final effect of cooperation between the platform and convenience stores.

To realize Liu Qiangdong's idea of "real-time point to point" logistics and distribution, how much logistics team do we need to build? At present, the existing logistics and distribution of Jingdong can only basically meet the needs of a second tier city, and then go deep into the three or four line cities, it is hard to say "real-time point to point"; if we rely on the convenience store's own distribution, it is not the logistics that Jingdong controls by itself, "real time" is not guaranteed to be reliable. If it is the distribution of low priced small commodities (for example, the delivery of a package of sugar), the convenience stores will be disdained to take orders.

Before analyzing Jingdong's O2O business, Liu Qiangdong said that Jingdong's O2O business will mainly focus on the super business, that is, oil, salt and vinegar, leek and cabbage.

The Jingdong first delivers the goods to the warehouse and delivers it to the buyer.

Liu Qiangdong stressed that through online sales, convenience store delivery can make the whole logistics cost less than 5 yuan, and through technical means to allow customers to buy more than one at a time, when buying oil, buy a bottle of vinegar.

We can count it down for only a few dozen yuan so that we can have the possibility of making profits.

Then the problem is coming! "Through technology, we can let customers buy more at once". Who will buy a few packages of sugar and several bottles of soy sauce every day? If we can't get enough orders, the cost of logistics will not be smooth enough.

Besides, who will open a computer for a bottle of vinegar and go to Jingdong to find a convenience store order, submit it and wait for delivery?

So, I say that Jingdong doing O2O is a pleasant story, which is not wronged at all. Liu Qiangdong: when the online traffic volume reaches a bottleneck, the big business people are eager to get the flow under the line to the online platform. Therefore, with the wonderful slogan of "O2O", the merchants under the line will be recruited to their own banner. The motive is to cheat the traffic and cheat the resources.

Therefore, for Jingdong without offline entities, O2O is only a means of diversion.

In retrospect, Jingdong chose the time to announce its O2O strategy on the eve of IPO (announced the O2O strategy in March 17, 2014 and listed on NASDAQ in May 22nd). This is definitely not a coincidence in time.

O2O is the hottest marketing mode at the moment. Under the general layout of BAT, O2O has not only narrowed the distance from BAT, but also enhanced the imagination space. At the same time, the story of cheating the offline resources can also be described as tall.

When did the Jingdong make profits? I don't know! Sure enough, Liu Qiangdong said that he would earn money from O2O for Jingdong. Even he himself did not believe in it.