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都市麗人(02298.HK)2024年業績亮眼:盈利預告淨利潤同比增長約180%,品牌煥新持續推進
格隆匯 03-11 19:40

3月11日盤後,國民內衣品牌都市麗人(02298.HK)發佈2024年業績盈喜公告。數據顯示,預計2024年公司歸母淨利潤同比增長約180%,保持高質量及高速增長。

公告顯示,這主要得益於公司與其聯營商合作拓展電子商務業務。數據顯示,去年全年,公司相關聯營電商的成交產品交易總額(GMV)約爲11億元人民幣。該模式不僅提升了品牌的市場滲透率,還通過聯營商自主運營實現了線上價格體系優化,間接帶動了線下渠道銷售的正向循環。

在成本控制方面,公司還通過多維降本舉措,進一步降低了公司的營運成本並實現了運營效率的提升。除此之外,公司位於東莞鳳崗的產業項目建設完成,並於報告期內完成交付併入賬,爲都市麗人的業績貢獻了增量。

值得注意的是,都市麗人於報告期內進一步夯實國民品牌的營銷深度和廣度,開啓國民內衣品牌新篇章。

例如,2024年巴黎奧運會期間,都市麗人作爲中國花樣遊泳隊官方合作夥伴,推出“一路粉你到巴黎”主題營銷,通過巴黎巴士巡遊、漢服變裝、奧運應援等活動,將品牌與“冠軍品質”深度綁定。奧運奪冠後,更是通過戶外廣告投放、冠名“國民內衣專列”高鐵列車等方式,結合中國花遊隊代言視頻,形成線上線下聯動傳播。

今年亞冬會期間,都市麗人還通過定製東北大花勞斯萊斯巡遊、麗人暖巴士、高鐵站大屏廣告等,結合“中國暖意”主題,將東北特色文化元素、輕羽絨保暖衣產品與品牌大使劉少林劉少昂結合,強化國民情懷。

與此同時,都市麗人還持續通過創新的營銷模式,推動品牌年輕化、時尚化的步伐。

今年3月,都市麗人正式宣佈娜紮成爲品牌全新代言人,此次官宣活動在廣州塔“小蠻腰”高調舉行,迅速引發全網熱議。值得一提的是,在官宣前夕的2月28日晚,都市麗人特別策劃了一場“粉色月亮”燈光秀,將品牌標誌性的四葉草與粉色月亮同框呈現。這一創意設計不僅浪漫十足,更成爲遊客爭相打卡的熱門景點,完美展現了都市麗人的獨特品牌格調。

通過這場兼具創意與視覺衝擊力的活動,都市麗人不僅鞏固並提升了品牌形象,更向公衆傳遞了品牌的活力與創新能力。這種獨特的宣傳方式迅速在網絡上傳播,極大地激發了公衆對品牌的關注與討論,進一步強化了都市麗人在年輕消費者心中的影響力。

除此之外,公司還與傳媒機構合作,以高鐵、社區電梯、商圈爲媒介,實行多維場景化營銷。數據顯示,都市麗人在全國29省共179個高鐵站、7500部梯媒、以及登陸北上廣深購物中心大屏廣告、影院大銀幕廣告等多個場景進行了廣告投放,進一步擴大了品牌的聲量。

展望未來,都市麗人將以用戶需求爲引領,持續深耕產品研發、深化全域營銷創新,在堅守品質初心的同時,用更具時代感的品牌敘事開創中國內衣行業新格局。

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