La Natsu Bell Has Great Potential For Expansion And Expansion.

In the future, with the further development of O2O strategy, there will be more sales outlets under the La Xia bell line, that is to say, the brand will better optimize the location of stores and warehousing and logistics system, which is also a challenge for the future.

Online, offline, the same price difference, online and offline product differentiation, and even online only late season goods, independent mode of operation of the electricity supplier sector and so on, "differentiated layout", has indeed let many clothing brands successfully hit the Internet market, but the "left and right hand to beat" marketing strategy in the long run is no less than self harm, high operating costs, low utilization of personnel, customer satisfaction decline, brand reputation is not good, La Natsu Bell in the savings of 16 years of offline energy, hand in hand software to fully force the online market, trying to go out of a different integration of O2O road.

Starting from the line of La Natsu Bell Tmall store in August 2014, after more than half a year's trial, La Natsu Bell O2O not only broke through the industry's chronic diseases on the integration mode of online and offline, but also achieved remarkable results from the data released in December.

In 2014, the amount of online pactions on double 11 and double 12 was about 25 million yuan and 12 million yuan respectively.

Double 12 days, group sales platform (excluding online platform) turnover of about 100 million yuan.

How did La Natsu Bell achieve this in less than half a year?

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 day of double 12, online sales reached 12 million yuan, 311 stores accounted for 85% of the total shipment, 90% orders were completed in 24 hours, and all delivery was completed in 48 hours.

The total daily turnover (excluding online sales) is 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 shop or line broke down, the goods could not be pferred directly, and they could be sent directly to other stores by direct delivery or delivery.

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

In line with the smooth progress of the O2O strategy, La Natsu Bell integrated the offline and online channels into a full channel project team to ensure O2O's promotion from the organizational structure. An effective performance appraisal mechanism was also set up, for example, when the offline store accepts a 200 yuan online order, the online and offline total performance is 200 yuan.

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.

stay

It seems that La Natsu Bell's offline stores are all proprietary, unlike others.

There are a large number of agencies and franchisees, so there is no need to balance the interests of franchisees and agents.

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.