Gross Profit 1 and Gross MarginGross profit was $25.2 million in the fourth quarter of 2010, representing a decrease of 9.3% from $27.8 million in the fourth quarter of 2009. Gross margin was 39.3% in the fourth quarter of 2010, compared to 45.8% in the fourth quarter of 2009. The decrease in gross margin was primarily due to the combined effects of (i) the increase in weighting of the Internet business in total net revenues, (ii) an increase in net revenues from third-party branded products, for which the profit margin is lower than for the Company's own branded products; and (iii) the increased number of franchised stores in operation, where the Company offered a higher average discount rate to its franchisees.
Mecox Lane Limited Announces Fourth Quarter And Full Year 2010 Results
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