Under The "Internet +": Is La Natsu Bell Going Against The Trend To Expand His Business?

Under the impact of many

Brands are pforming in stores.

But in the opposite direction, they continue to improve their performance by opening stores on a large scale.

A few days ago, La Natsu Bell released the first half of the financial report shows that the group's operating income was 4 billion 225 million yuan, an increase of 20.4% over the same period, operating profit of 379 million yuan, an increase of 13.9% over the same period last year.

La Natsu Bell said that the main reason for the increase in revenue was the expansion of retail outlets.

It is understood that as of June 30th of this year, La Natsu Bell's retail outlets have increased to 7147, an increase of 26% over the same period.

La Natsu Bell, executive vice president Wang Yong, once said that in 2016, the company had to achieve the goal of opening 1 retail outlets.

It is not difficult to complete the target of 1 stores next year based on the above opening speed.

While accelerating the opening of stores, La Natsu Bell also laid out a multi brand strategy, namely, accelerating the development of new brands and increasing investment opportunities in domestic and foreign markets on the basis of the original 8 brands such as La Chapelle and Puella.

For example, in June, La Natsu Bell launched the new store brand UlifeStyle; in May, La Natsu Bell bought Walker 75 million yuan.

69.12% of the brand.

But in the expanding area, La Natsu Bell's shops are mainly concentrated in the two or three and four tier cities.

According to the financial report, La Natsu Bell set up 2672 outlets, 1890 houses and 1872 outlets in two or three and four cities respectively, occupying 90% of the total stores.

But when many peers, such as Lang Zi, seven wolves, Li Lang and so on, are closing their stores to stop their losses. When Shanshan, Hinur and others have pformed private customized businesses, La Natsu Bell's opening up seems to be the only chip to win the market.

The North Institute of Commerce believes that the clothing market is still in the doldrums. The way of clothing brand breakout should be driven by product innovation, business capabilities and marketing methods. If the growth of sales volume is driven by the number of shops over the years, it will be easier to touch the ceiling.

La Natsu Bell tried to innovate models and develop more channels to increase sales performance.

At the beginning of this year, La Natsu Bell launched a full store partnership system, which has been testing water at about 35% retail outlets nationwide. As of June 30th, the cumulative sales of water test outlets increased by 5% over the previous year.

In addition, in February of this year, La Natsu Bell bought seven clothing brand to try to make up for the lack of online business platform.

According to the financial report, La Natsu Bell's online platform business, which only operated for 4 months, accounts for 3.4% of the total revenue, reaching 145 million yuan.