La Natsu Bell Integrated Online Channels And Offline Linkage

Recently, UNIQLO, Zara and Gap have launched fierce online offensive and defensive operations in the Chinese mainland market. Many brands have been stationed in Tmall, Jingdong and other electronic business platforms. In April 17th, UNIQLO set up an online flagship store in Jingdong. In April 15th, ZARA's parent company INDITEX group announced that its Stradivarius brand also officially entered the China online platform, opened flagship stores in Tmall, and the fast fashion tycoons were laying out e-commerce channels to enhance the brand structure.

In fact, as early as last August, La Natsu Bell The layout of online business has begun. Tmall The official establishment of flagship store. In early April, the company signed a comprehensive strategic cooperation agreement with Jingdong, and officially entered the Jingdong mall. In addition, in February of this year, La Natsu Bell also signed an equity transfer and capital increase agreement with the online clothing retailer "seven grid", and the "seven grid" 54.05% share of the income will be collected in the price of 200 million yuan, and the group will be sold. E-commerce business The whole is operated by "seven grid".

La Natsu Bell disclosed that the whole channel strategy adopted by the company is to supplement online business on the basis of the existing sales of "department stores and shopping centers". The adjustment of this sales channel is also a strategic deployment based on the change of consumer shopping habits.

It is worth noting that La Natsu Bell's online business has not been designed to protect its offline channels like traditional enterprises entering the electricity supplier. Instead, the online and offline channels have been replaced by the same line, the same price and the same promotion way, forming a complete retail channel.

Last year's Tmall "double eleven", La Natsu Bell's sales volume exceeded 26 million yuan, its team linkage more than 300 stores, more than 300 large-scale experience shop, the advantage of the whole channel was exposed. La Natsu Bell's Ministry of electronic commerce has played the most important role in "no stocking, no delivery", relying on the full interaction and integration with offline stores to achieve the goal of customer satisfaction and operational upgrading.

In this regard, Huang Wenjie, President of the association of circulation industry, also said that the fast fashion brands of e-commerce and physical stores are not "life to death" relations, but will closely link the online and offline businesses, so as to ensure the gradual increase of sales volume. This shows that although the concept of O2O is not new, how to integrate online and offline is the key to success.