Sabina’s 9-month results: 49% profit jump, online sales surge, THB 2.3bn revenue driven by “Doomm Doomm” ad

          Sabina announced its nine-month results, highlighting a revenue figure of THB 2.3 billion (a rise by 16.14%, higher than the full-year growth target of 15%) and a net profit growth rate of 49%, achieved principally due to the introduction of a new presenter for "Doomm Doomm" collection and a new advertising spot designed to motivate purchases. It also posted a 161% growth rate for online sales, in line with the consumer's changing lifestyle, which reduced its expenses as the online platform enabled it to organise the promotion campaigns tailored for a more focused target audience with real purchasing power.
          MR BUNCHAI PUNTURAUMPORN, CHIEF EXECUTIVE OFFICER (CEO) OF SABINA PUBLIC COMPANY LIMITED, the producer and seller of Sabina brands of lingerie, revealed the company's nine-month results (for January to September 2018), noting a total revenue figure of THB 2,327.67 million, a 16.14% Y-o-Y increase from THB 2,004.12 million, and a net profit figure of THB 286.12 million, a 48.94% Y-o-Y increase from THB 192.10 million.
          The revenue and net profit growths were driven by a 161% growth in online sales and by the introduction during Q3 of Ms Pimchanok ("Baifern") Leuwisetpaiboon as Sabina's new presenter for the "Doomm Doomm" collection of lingerie in a new advertising spot, which pumped up nine-month revenue by 16%, higher than the full-year growth target of approximately 15%.
          "It is normal for purchase volume to pick up during the introduction of a new presenter or a new advertising spot. What we also have this year that is the key contributor to our better-than-expected growth rates is a dramatic increase in online sales, in line with the consumer's changing lifestyle. Online selling proved more cost-effective. We saved a lot from replacing offline marketing activities and events with online campaigns. Online tools also enabled us to organise promotion campaigns for a more focused target audience with real purchasing power", said he.
          The CEO added that Sabina's other three platforms also generated decent revenue growths: 7.6% for retailing (the company's main marketing platform), 29% for SABINA export and 44.5% for OEM. Sabina executed its export strategy for CLMV markets (Cambodia, Laos, Myanmar and Vietnam) very efficiently, closely monitoring the sales structures of its local partners, including in the areas of product selection and selling points, and ensuring punctual delivery. The sales growth rates for the CLMV markets were therefore satisfactorily high and contributed greatly to Sabina's achievement of the stated growth targets.