La Natsu Bell Has Covered Zara By Localization.

In 2014, Zara and H&M were lost to La Natsu Bell.

According to the Euromonitor report, in the top ten ranking of Chinese casual wear, La Natsu Bell ranked fourth in the market share of Zara and H&M, while La Natsu Bell ranked second in the top ten ranking of women's clothing.

How can La Natsu Bell compete with foreign brands as a local brand in the international competition to split the clothing market? A few days ago, Wang Yong, executive vice president of La Natsu Bell, talked about La Natsu Bell's development in connection with the billion power network.

Although the electricity supplier has become an increasingly important channel, Wang Yong said that the scale of a single clothing brand on the line is hardly more than 500 million yuan.

As a garment company, from 1 billion scale to 5 billion and 10 billion scale, it is necessary to experience the process from design to production, and then to consumers. The essence of online and offline channels is also the same.

Wang Yong said that the Internet is changing efficiency.

On the one hand, La Natsu Bell's designers and salesmen communicate with customers through the Internet, making it easier to know what consumers need, and feedback from users will be reflected in the design of products.

La Natsu Bell's spring clothing this year is to interact with consumers after the pre-sale, this is an essential change.

On the other hand, reflected in the upgrading of the supply chain, through the integration of Internet technology and ERP, La Natsu Bell has now communicated with suppliers, and the data of more than 1000 Direct stores can be timely grasped, so as to monitor inventory level for the first time.

Euromonitor reports that China's adult casual wear rankings from trusteeship to direct battalion to multi platform Wang Yong is a big king, said Wang. La Natsu Bell can achieve today's achievement mainly by learning GAP, ZARA and H&M mode and taking full direct operation and multi platform operation. This will also be the future of the clothing industry.

Among the largest clothing companies in the world, ZARA and Elena, which are mainly women's clothing, are all over one hundred billion RMB, including UNIQLO in Japan, ZARA in Europe and GAP in the United States. Their unified characteristics are direct channel operation and multi platform operation.

Wang Yong said.

It is reported that La Natsu Bell was founded in 2001 at the beginning of the brand hosting as the main mode. Considering that most brands developed to 7 billion and 8 billion scale, it is difficult to recover the dealer's stores, which will reduce the growth space. La Natsu Bell began to turn direct from 2007 until 2010.

Wang Yong disclosed that in the top ten of Chinese clothing companies, La Natsu Bell is the only group with direct operation and multi platform operation.

By the end of the first half of this year, La Natsu Bell's total direct shop has reached more than 7100, covering about 2200 department stores and shopping centers, with 10 sub brands already under its banner.

La Natsu Bell plans to increase the number of stores in each brand this year. The total number will increase by 1500. By 2016, the number of stores will reach 10000.

To reduce the rate of the tag and to follow the fast fashion wave, La Natsu Bell chose the department stores and shopping centers in the country. There was no Street store or shopping mall.

Ten years ago and even now, China's

And shopping centres have an unwritten convention. If a brand does not have a foreign name, it basically can not enter the mall to open a shop. Basically, the same is true in Japan and Korea.

Therefore, La Natsu Bell is only a French name, but since its registration in Shanghai in 1998, the brand is entirely Chinese brand from registration, design and use.

Because of the high threshold and high channel costs of such shopping centers, brand tag rates are generally higher.

Wang Yong disclosed that before the 2008 and 2009, women's clothing was more common than the tag rate between 6 and 8 times.

Many women's clothing brands enter the market is the price positioning, mainly test whether there are enough good design and quality, allowing consumers to pay the bill.

In recent years, in order to integrate with the fast fashion price positioning, the ONLY and VERY MODA of the company's lead took the lead in lowering the tag price. La Natsu Bell also lowered the rate of the tag to 4.5 times to 5.5 times in 2010. At present, it is at the same level as Zara, ONLY and so on. La Xia Baer has already reached the weekly new store online.

The most difficult part of global fashion is to achieve localization. This is a big weakness. In the two or three tier cities in China, Zara, UNIQLO, GAP and other major international brands have entered, and La Natsu Bell is facing the international competition of the local market.

On the one hand, on the one hand, there are four main aspects of competition in the field of popular fashion, one is style, the other is quality, one is price, the other is service.

The enterprises that win in these four aspects will eventually take the long run in China's popular fashion.

On the other hand, the concept of national fashion must be localized. Because of the supply chain relationship, it is very difficult for Zara global fashion brands to localize the whole world.

For example, GAP can't decide the European market, ZARA can't decide the US market, and the United States market is also uncertain in UNIQLO.

The main feature of La Natsu Bell's ability to resist these big brands is to integrate localization with the trend of internationalization.

It is understood that La Natsu Bell's design fabric, color, fashion trend from

It is selected from the global trend, but the local version is chosen for the local population.

"If some international big men's clothing, users can feel that trying a shirt is always longer than we are suitable, and suits are also the same.

In addition, the international brand is more suitable for European style in the style, and the eastern countries are different in some color needs. "

The change of the electricity supplier channel is the efficiency of billions of scale to return to the line, La Natsu Bell started late, and began to officially enter Tmall in August 2014.

It is reported that before this, the online sales of La Natsu Bell brand clothing has reached 300 million to 400 million yuan.

Through O2O operation, La Natsu Bell opened online orders and 300 stores under the line, allowing nearby stores to match delivery.

By the first half of this year, sales of La Natsu Bell's electricity suppliers increased by more than 3 points from 0.1 percentage points last year.