La Natsu Bell Is Expanding Against The Potential Outlets: Stores Are Pformed Into Logistics Warehouses.

In order to support the distribution of goods on the line, La Natsu Bell took 311 stores in 25 provinces of China as the main field of O2O delivery, which can be shipped directly from the nearest stores of the receiving address of consumers.

In November 11, 2014, La Natsu Bell participated in Taobao double 11 for the first time, with online sales exceeding 25 million yuan, and 311 stores in 25 provinces accounted for more than 70% of the total shipment. Most of the stores were completed in 36 hours.

On the double 12 day, online sales amounted to 12 million yuan, 311 stores accounted for 85% of the total sales, 90% orders were completed in 24 hours, and all delivery was completed in 48 hours. On the same day, the total daily turnover of offline stores (excluding online sales) was as high as 110 million yuan.

In the traditional clothing channel sales, from Monday to Friday working day is the off-season sales of offline stores, Saturday and Sunday are the selling season of offline stores.

After the pformation of O2O, the next line stores of La Natsu Bell line can pform logistics distribution from Monday to Friday to meet the distribution needs of online orders.

In the past, a shop or online order was broken down, and it had to be pferred from other stores. After the total warehouse and the stock of each store were opened, so once a store or line was out of stock, the code was no longer needed.

You can send direct delivery or door-to-door service directly to other stores.

For cross regional returns, the unified allocation of inventory also reduces inventory waste and logistics cost for offline stores.

In order to cooperate

With the smooth progress of the strategy, La Natsu Bell integrated the offline and online channels into a whole channel project group, and ensured the O2O's promotion from the organizational structure. An effective performance appraisal mechanism was also set up, for example, when the offline store accepted an online order of 200 yuan and shipped the total amount of 200 yuan online and offline.

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Once a store is out of stock, the two stores have a total performance of 100 yuan from the other stores.

Effective performance appraisal mechanism also ensures the smooth progress of O2O strategy.

In the view of Hu Kong, as La Natsu Bell's offline stores are all self-employed, unlike other clothing brands, there are a large number of agents and franchisees, so they do not need to balance the interests of franchisees, agents and other channels.

If other brands want to O2O, they must establish an effective profit distribution mechanism between direct agents, agents and franchisees.

With the smooth progress of the O2O strategy, unlike peers who have been fighting online and wantonly closing down the stores, La Natsu Bell has been expanding the outlets directly, constantly grabbing the shares below the line and optimizing the service of stores. Hu Gang said:

In addition to the deliveries of offline stores, La Natsu Bell has built a large scale logistics base and has worked closely with well-known domestic logistics brands to strictly control the delivery time, delivery process, packaging and distribution efficiency of goods and so on.