La Natsu Bell'S Pformation Is A Major Move. Women'S Clothing Market Is Highly Competitive.

We have been actively seeking change and continue to make efforts in the field of O2O, and have made new attempts and changes in the whole channel expansion, business mode and customer experience.

On the other hand, it is also clear that this legend has been recognized by many people as a brand of Chinese version ZARA, and its real purpose may not be far from that.

Let's take a look at La Natsu Bell's dazzling movement in the first half of the year.

In August last year, La Natsu Bell began to touch the net and set up flagship store in Tmall.

3 months later, for the first time, they participated in the sales of "double 11" over 25 million yuan.

Thanks to the direct camp mode, its more than 300 stores in the country account for 70% of the electricity supplier's shipments.

In 2014, La Natsu Bell stores accounted for 85% of the total sales, and 90% of the orders were delivered in 24 hours, and all the distribution was completed in 48 hours. The total turnover of the online and offline stores exceeded 110 million yuan.

Partner pushing system

In terms of business mode, although La Natsu Bell has more than 5000 stores, it has been operating in a full direct operation mode.

In January this year, the model also had a fine tune.

La Natsu Bell launched the shop partnership system, and each shop assistant became a partner and participated in the company's profit sharing according to the store's performance.

Among them, the calculation method of staff salaries is adjusted from the original "fixed wage + commission" to "directly linked to sales performance". According to the past sales situation, the company sets the proportion of the total remuneration of the shop to the sales volume of the shop, and the store manager and the shop assistant share the total amount of the salary paid by the store.

Start SPA

In January of this year, La Natsu Bell officially launched S

Speciality retailer of Private label Apparel) form a new series from the existing products in the company's brand, and display shop according to product category, life scene and style theme, guide consumers to buy related products and enhance joint sales.

The SPA retail brand will follow the popular parity fashion line, and the physical store is expected to be launched in the first half of 2015.

Invest seven grid

In mid February, La Natsu Bell announced the signing of the equity pfer 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 price of 200 million yuan.

Public information shows that the seven grid is a well-known online apparel retailer, its brand includes seven grid, OTHERMIX and OTHERCRAZY.

Cooperation with Disney

In March, La Natsu Bell and

To establish a cooperative relationship and create a new generation of classic princess series, the two sides will cooperate in product licensing and brand promotion.

The first batch of cooperative cartoon characters include Cinderella, ice and snow adventure, Princess Disney and so on. The products cover jackets, dresses, trousers, accessories, etc.

Its group's women's clothing brand LaBabite will continue to launch cooperative products such as adult women's wear, parent-child clothing and so on, and will be on sale at the national entity shops and electronic business platforms.

Stationed in Jingdong

In April 9th, La Natsu Bell officially entered the Jingdong.

La Natsu Bell announced the signing of a comprehensive strategic cooperation agreement with Tencent group Jingdong holdings. Its Jingdong official flagship store was officially launched in April 9th and April 13th in the Jingdong flash purchase platform and the POP open platform. Meanwhile, it will provide distribution service support for La Natsu Bell's official flagship store's cash on delivery order.

Turning A shares

In April 21st, La Natsu Bell announced that the board of directors had approved the issuance of the company's A shares to the China Securities Regulatory Commission and applied to the Shanghai stock exchange or the Shenzhen stock exchange for the listing of the A shares.

This means that La Natsu Bell, who had passed the IPO suspension in 2012 and listed on A shares, reopened her A share tour 3 years later.

On the same day, La Natsu Bell also decided to change the use of the proceeds from the initial public offering.

The main change is that about 33% of the initial public offering (equivalent to about HK $604 million) will be used to repay the existing bank loans of the group. The initial public offering proceeds of about 20% (equivalent to about HK $366 million) will be used as an opportunity to seek investment and strategic alliances to supplement existing businesses and further consolidate the market position. Moreover, about 20% of the initial public offering proceeds will be used to expand the retail network of the group, including, but not limited to, the construction of new retail outlets in the mainland of China and the acquisition of inventories for new retail stores.

Big store plan

Recently, La Natsu Bell said that the company will launch a new single brand store in 2015, and plans to open 1500 new stores.

According to reports, La Natsu Bell did not have a 1000~2000 square meter store before, and it appeared in the form of a collection store. There were 5 or 6 brands in it. After several years of study and preparation, this year will launch a single brand store.

Next, La Natsu Bell will have any new moves, not to guess.

Peeping spots see leopards.

Only by looking at the busy work of La Natsu Bell in the past half a year can we know that the women's clothing market will have a new competition.

Leading enterprises, artistry recently layout electricity providers frequent action, the song listings news constantly, Mass Phil queue IPO...

How to integrate resources with capital means faster, make stronger and stronger with capital strength and occupy a more favorable position in the increasingly fierce market competition will be the core of competition for Chinese women's clothing enterprises in the coming period.

According to the prospectus, La Natsu Bell's income and profit growth rate has been quite impressive in recent 3 years. If we just look at the data, in the background of the downturn of the entire garment industry, La Natsu Bell's performance is bright.

However, before and after the listing, the controversy over La Natsu Bell did not stop.

In other words, disputes are controversial, whether applause or condemnation. The cruel market only depends on the outcome.

Just like in gymnastics, there are many kinds of athletes, and the sound of cheering comes and goes. Finally, it needs steady landing. This set of movements is perfect.

Whether it is good or bad or whether it is successful or not, whether La Natsu Bell's actions are playing tricks or new tricks, it is a conspiracy or a slight strategy. It is not clear for sure how much these strategies will bring to the company's future development. At least, we see La Natsu Bell, who has riveted his strength.

Just like the intense passion of chicken blood, how much can people expect?

The meaning of a drunk is not in wine.

La Natsu Bell is just a case, or a microcosm.

From the frequent and diversified movements of La Natsu Bell to the brand of women's clothing and even the entire garment industry, it is not hard to see that under the background of capital market reform and expansion, under the penetration and catalysis of capital, the garment industry has added more capital factors and means in the process of pformation and adjustment, and has been more closely linked with capital, from the past product competition, price competition, channel competition to more diversified, more advanced and more complex competition.

With unprecedented strength, capital has changed the way of thinking and operation of traditional enterprises, and is also profoundly changing the shape of China's retail industry.

Whether passive or active, clothing enterprises are inevitably involved in this surging tide.

Well, since it has been put on the stage, since it has joined the wave, instead of perfunctory and drift with the tide, it is better to make every effort to create a new world.

Under the influence of "Internet +", how to better embrace the Internet, how to speed up the integration and complementarity between online and offline, how to improve the efficiency of the terminal, and to achieve a balance between broadening the retail network and improving the profitability of existing retail outlets may be the key to the future development of many garment enterprises including La Natsu Bell.