Where Does La Natsu Bell Open A New Store?

As of December 2015, the number of four international fast fashion brands including UNIQLO, H&M, ZARA and C&A has risen to 1 000 in China.

The proportion of the number of shops in the first tier cities is decreasing, but the development speed of the expansion of the two or three tier cities is obviously faster.

Over the years,

In the two or three tier cities, revenue has exceeded 80%, and the proportion of revenue contribution has increased year by year, and the number of front-line cities has decreased.

In fact, many years of good performance are closely related to the early layout of the two or three line city network.

At the same time, along with the acceleration of urbanization and the increase of residents' consumption level, the mass fashion and casual wear market of the two or three tier cities will develop rapidly, and the retail scale of the Chinese public leisure clothing market is also increasing.

La Natsu Bell's network layout in the two or three line cities has effectively grasped the opportunity for market development and achieved rapid development.

As of June 30, 2015, the number of shops in La Natsu Bell's one or two and three tier cities was 713, 2672 and 1890 respectively, and the number of shops in two or three cities was more than 60% in the total number of La Natsu Bell stores.

In addition, from the dot layout

Look, La Xia Bei set up counters or stores exclusively for local conditions.

As of June 2015, it had 5088 counters and 2059 stores.

According to the composition of the main business income of the channel structure, the revenue of the special counters is decreasing year by year, and the growth of the franchised stores is relatively slow, and the online growth is relatively fast.

In the next three years, La Natsu Bell will expand about 3000 direct outlets, including 2094 new outlets and 906 monopoly outlets.

In the early days of brand development, La Natsu Bell set up small shops.

But it was acquired in 2007.

After that, it accelerated the pace of its opening up, and changed the strategy of opening small stores in 2008. Fighting Shopping Mall, opening big stores and gathering stores is the key point of La Natsu Bell's channel pformation, and also has made La Natsu Bell's industry status today.

The practice of Shopping Mall has also changed La Natsu Bell's more firm strategy. The sales network was mostly 100 square meters to 200 square meters.

Now, La Natsu Bell must open a shop with an area of more than 1000 square meters in Shopping Mall.

At the same time, with the development of Shopping Mall in China, La Natsu Bell shops have gradually become the protagonists, and the establishment of large collection shops has given them ample profit and development space.

Founder Xing Jiaxing thinks, "department stores are in downtown area, this resource is very scarce.

In the future, we must improve efficiency, and then we must raise the unit price and raise the customer's age.

High priced products are affordable to a certain age and stable income. "

Now, department stores have become a very noble place, like Japanese department stores, most of the mature age groups are spending.

However, Shopping Mall has just started in China in 2010, and it is far from being developed.

So the future direction is Shopping Mall, the site is comfortable and spacious, the lease is long and the rent is stable. This will be widely promoted in China.

Therefore, La Natsu Bell adjusted the strategy of opening a large store and found the key reason for the loss.

After the adjustment of stores and the relocation of brand positioning, the establishment of large collection shops will eventually achieve the "1+1>2" effect.