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Public company info - Springland International Holdings Ltd. , 01700.HK
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Springland International Holdings Ltd., 01700.HK - Company Profile
Chairman Chen Jianqiang
Share Issued (share) 1,970,000,000
Par Currency Hong Kong Dollar
Par Value 0.01
Industry Department Stores & Shopping Malls
Corporate Profile Business Summary: The Group are principally engaged in the operation of department stores and supermarkets in Mainland China. Performance for the year: The total sales proceeds of the Group went up by 4.0% to approximately RMB11.6 billion as compared with previous year, while the profit attributable to equity holders of the parent amounted to approximately RMB400 million, an increase of 17.6% year-on-year. The basic earnings per share was RMB19 cents. Business Review: OPERATIONS REVIEW During the reporting year, the Group continued to optimize and upgrade the Group’s stores, in order to improve the overall shopping environment, accommodate the latest consumer trends and cope with the industry competitions. For the Group’s department stores, approximately 130,000 square meters of the Group’s stores have been readjusted, whereas instore merchandise mix of approximately 1,700 brands were optimised and 130 new brands were introduced throughout the year. In terms of the scale of readjustment, Zhenjiang Yaohan continued to enrich the Group’s merchandise mix by world-renowned cosmetics, watches, accessories, clothing, and ladies’ bags brands, while consolidating the Group’s presence in the high-end market in Zhenjiang and creating competitive edge over the Group’s rivals through the Group’s experiential shopping experience. At the Group’s Nantong Yaohan, the Group introduced regionally-exclusive fashion brands as well as premium restaurant brands. Such measures were intended to enhance the Group’s customer retention capability, attract younger generations, and become the landmark store in Nantong core business district. While in Wuxi Yaohan, the Group expanded the jewellery section and refurnished the ladies’ shoes section; the Group’s Yixing Yaohan create a thrilling British village-themed section for children, which correspondingly consolidating the Group’s brand image and position of related categories. For the Group’s supermarkets, the Group completed optimization and upgrade of 8 supermarkets. Among which, theGroup adjusted the market position of the Group’s supermarkets in Jiaxing and Zhenjiang to create more synergies with the Group’s department stores, whereas they were adjusted from hypermarkets to city supermarkets. Through upgrading the merchandise display, promotion from fashion KOLs, individualized marketing, the area-effectiveness was further utilised and satisfactory results were achieved. Stepping Up in Supply Chain Management The Group introduced strategic communication mechanism with retailers for the Group’s department stores. By such mechanism, the Group can keep up with the dynamic pace of the Group’s suppliers and understand the latest promotion focus. Both the Group’s stores and the suppliers can gather information for analysis, such as customer feedback, potential customer resource construction and focus of resources management, and eventually to reach consensus on key cooperation topics. In view of international premium brands gradually slowing down the pace of setting up new stores, the Group was still able to obtain the support from renowned thanks to the level of cooperation. During the year, the Group’s Jiaxing Yaohan and Wuhu Yaohan set up counters for Estee Lauder; while Shiseido’s presence can be found at Changshu Yaohan, Ma’anshan Yaohan and Jiaxing Yaohan. MARKETING STRATEGIES Construction of member resources as the key to the increase the core competitiveness The Group’s department stores actively promote the concept of “Members’ Promotion” and aim to anchor as a membership-based department store. The Group intend to comprehensively promote members’ benefits and construction, and integrate all marketing resources into the membership card by highlighting the member’s exclusive rights. The Group also increase the value of membership by improving club activities such as “Fun for Kids” and “Fashion & Entertainment”. Upgrade content marketing via diversification of marketing initiatives, accelerate the construction of digital operation system The Group are transforming marketing ideas, optimising construction of system, and integrating internal and external data resources. In the gradual process of digitization of membership data, the Group is constructing a premium and personalised marketing management system based on the customer base. By categorizing and selecting the Group’s members and consumers, the Group aims to achieve effective and accurate segment marketing with the least resources. In terms of innovative marketing, the Group intends to establish an interactive relationship with the Group’s member customers by creating a diversified use of the Group’s own IP images. During the year, mascots such as Yangyang at Yixing Yaohan store, Yixing store’s Huabao, and Laibao at the Group’s store in Zhenjiang, and the Daibao at the Group’s Shaoxing store, greeted the Group’s consumers one after another, who give the Group’s stores a more vivid image and enrich the Group’s marketing means. During the year, in addition to the use of social media platforms such as WeChat, Weibo and Tiktok, as well as media formats such as graphic-text and H5, the Group’s department stores attempted to step up in creating short videos, in order to accelerate the pace of dissemination. NETWORK EXPANSION Thanks to the excellence of the Group’s operational resilience, the Group has begun to offer management contracts to mall as a way to expanding the Group’s operating footprint. In December 2018, Shaoxing Yaohan and Tongling Yaohan, both of which are managed department stores of the Group opened. Both malls are integrated hubs for shopping, dining, and entertainment experience. The Group continued to focus on community supermarkets for the Group’s supermarket section. The Group carried through its “1+N” expansion strategy and increased the density of outlets by opening 13 new supermarkets during the year. The Group also closed 3 supermarkets and upgraded 8 supermarkets in order to fit the Group’s community-oriented approach. The Group’s upgraded supermarkets fit consumers’ needs better with its improved atmosphere, merchandise mix and functions. By the end of 2018, the Group operated 20 department stores and comprehensive lifestyle shopping malls with a gross floor area of 1,120,000 square meters (2017: 1,050,000 square meters) and managed 3 stores with a gross floor area of 143,000 square meters. The Group also operated 70 supermarkets, with a gross floor area of 461,000 square meters (2017: 481,000 square meters). Prospects: Given the complex nature of international economic and trade conditions, declining of consumers’ and investors’ confidence, as well as the backdrop of market contraction, the Group is expecting a bearish macro economy in 2019, whereas stableness and steadiness will be the theme of the year. After the exploration and the trial and error in 2018, the industry is looking for the answer to direction of “New Retail” reform. Nonetheless, retailers should stay vigilant reflecting, exploring and evolving ourselves by embracing consumers, new technologies amid challenges. Such shall be the way for enterprises to keep up with the pace of the world. In 2019, the Group’s goal is to create a more highly efficient supply chain mechanism, and to provide consumers with cost-effective goods and even better service. As such, Springland will ensure its basic operational management in accurate and sound manner, from selection of merchandise, establishment of procurement professionals, management of memberships, achieving accurate marketing, to inventory management. The Group will further enhance application of digital technologies to the Group’s stores by integrating new technologies in the Group’s operations. The Group will also promote retail efficiency improvement and customer experience improvement, and blend online membership, online purchase, and online operations into the Group’s daily lives. The Group strives to provide stores known for their uniqueness and excellence. The Group will solidify the Group’s irreplaceable presence in the regions by the Group’s exclusive retail portfolio and service. Under the clear and concise group strategy, the Group will cultivate and recruit more talented individuals. With such vibrant and energetic management team, the Group has been reserving energy for the upcoming Spring.

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