The Most Difficult Part Of Global Fashion Is Localization.

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.

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.

In the choice of channels, La Natsu Bell began to choose the domestic ones.

and

There are no street shops and no hypermarkets.

Wang Yong told reporters that, ten years ago and even now, China's department stores and shopping centers 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 now, too, there are similar phenomena 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 2008 and 2009,

The more popular tag rates are 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.

Wang Yong believes that on the one hand, the most popular field of fashion is four aspects of competition, one is style, the other is quality, one is price, the other is service.

In these four areas, the winners 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 fabrics, colors and fashion trends are chosen by designers from the global trend, but the version is chosen for local people.

"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. "

Wang Yong told reporters.