Analysis Of La Natsu Bell's "Change"

Since arriving at the Hong Kong Stock Exchange in October last year, La Natsu Bell has been actively seeking change, and has made new attempts in the whole channel expansion, operation mode and customer experience. "At least it is doing something after listing, which is worth affirming." A person who has had many years of business with La Natsu Bell said to the new financial reporter.

In mid February, La Natsu Bell announced the signing of the equity transfer agreement and the capital increase agreement with the online apparel retailer Hangzhou Agel Ecommerce Ltd, which is famous for its "seven grid" brand, hereinafter referred to as "seven grid", and will pay seven yuan 54.05% of its share in the 200 million yuan price.

In response, La Natsu Bell official said the move is in line with its O2O strategy and can help to consolidate its leadership in the Chinese popular female casual wear market. In fact, this is another step after La Natsu Bell's taste of Internet sales in the second half of last year.

In August last year, La Natsu Bell began to touch the net and set up flagship store in Tmall. 3 months later, the first time to participate in the "double 11" harvest more than 25 million yuan sales. Thanks to the direct camp mode, its more than 300 stores in the country account for 70% of the electricity supplier's shipments, and the delivery speed has been well received.

"Tmall did a good job, so this time we invested seven grids to further improve the online sales ability." The industry insiders said.

Public information shows that the seven grid is a well-known online apparel retailer, its brand includes seven grid, OTHERMIX and OTHERCRAZY. What La Natsu Bell sees is his experience in online marketing and promotion. He will use seven talents to improve his online sales ability and "make La Natsu Bell's own brand online platform an industry leader." Wang Yong, executive vice president of La Natsu Bell, said publicly.

In terms of business mode, although La Natsu Bell has as many as more than 5000 stores, it has been operating in a fully direct way. In January this year, there was also a slight adjustment in this model. La Natsu Bell launched shop Partner system Every shop assistant becomes a partner.

Each salesperson shares profits according to the performance of the store. The company sets the total remuneration of the shop according to the sales situation in the past year, which accounts for the proportion of the sales volume of the store. The store manager and the shop assistant share the total amount of the salary paid by the store. Staff salaries are adjusted to "100% and sales". achievement "Hook", abandoning the previous "fixed wages + commission" calculation. In addition, the company gives the shop more freedom, and the store manager decides the number of the shop assistants according to the actual staffing needs so as to achieve maximum performance.

"It's like a shop run by a store manager and a salesperson, and their income is entirely dependent on their own efforts, independent management and more work and more effort." The industry insiders said so.

This method was tested in two cities in Shanghai and Chongqing in December last year, and was introduced to the whole country after January this year. Statistics show that more than 90% of the shops that have adopted the partnership system have achieved a year-on-year increase in sales and a significant increase in the average annual income of their employees. La Natsu Bell also said that in the future, the system will be further optimized and improved according to the actual implementation effect.

Shanghai family La Natsu Bell The "partner" of the shop said to the new financial reporter that the pressure is high now, but "power is more sufficient, because we have done well, and the sales of the whole shop have also improved."

In terms of user experience, La Natsu Bell transformed the original simple brand store into SPA (Speciality retailer of Private label Apparel) private brand professional retailer business mode, displaying products according to category and life scenes, optimizing consumer purchase experience, increasing joint sales, thereby enhancing performance.

"A few years ago, La Natsu Bell began to build a large store of brand collections, but just put its brand in a shop, and had no relationship with each other. Now this method divides all products according to different categories and themes, and it feels more innovative, and consumers' purchase experience will be better." The industry insiders said.