Hefei La Natsu Bell Store Upgrade To Attract Offline Customers

With the continuous development of the Internet, more and more customers like to shop online. However, the group of La Natsu Bell stores in Hefei has changed greatly, attracting customers from offline.

From the beginning of 2016, La Natsu Bell Women's wear Its La Chapelle SPORT has gradually been replaced by the new brand Puella. Up to now, almost all the stores in Hefei have been upgrading and upgrading. Earlier, La Natsu Bell announced that its wholly owned subsidiary bought 20.75% of TNPI at a price of 3 million 750 thousand US dollars. Brand upgrade, store renovation, Italy coffee shop, this Chinese women's clothing brand runs faster than H&M and Zara. Do you really understand?

　 Continue to upgrade and adapt to consumer demand.

It is understood that China's rapid development of multi brand fashion group Shanghai La Natsu Bell apparel Limited by Share Ltd (hereinafter referred to as "La Natsu Bell"), announced in June 2015, the Group officially launched its brand La Chapelle ("La Chapelle") brand upgrading plan, with brand-new logo design, product design and decoration style in-depth interpretation of "elegant, classic and romantic". After upgrading, the product mix of La Chapelle will include women's wear, men's wear, children's wear and accessories, the brand image is more prominent, and further consolidate the group's multi brand strategy with more effective brand positioning.

To embody La Chapelle Represented by the elegant style, La Natsu Bell specifically redesigned the trademark for the brand, and at the same time, under the guidance of minimalism, the classic arches of French architecture were skillfully integrated into every detail of the shop design. The simple and luxurious design style, which is dominated by European lines, has a modern and artistic sense of post-modernism design, creating a romantic and refined atmosphere to provide consumers with a fresh shopping experience.

In terms of products, to implement the brand positioning of "elegance, classic and romantic", the group's design team has introduced a series of elegant and concise products, including women's wear, men's wear, children's wear and accessories, and new suppliers to provide customers with more fashionable and high-quality clothing products. At present, the shops that have been transformed have won the unanimous praise from customers. The upgrading plan will continue to implement existing shop renovation and prepare new store opening to improve the group retail network.

Cai Junjian, vice president of La Natsu Bell, said: "with the growing difference in consumer habits and preferences, La Natsu Bell has launched several brands strategically to get a broader customer base. The group has been committed to brand differentiation, to inject different styles and elements into each brand, so as to make the brands more suitable for the needs of their respective target customers.

La Chapelle has the longest history and highest customer loyalty in all brands of the group, and also contributes a lot to the total revenue of the group. The brand upgrading plan helps to enhance the brand awareness and image of La Chapelle, and meet the needs of consumers for clothing products that embody personality, social status and lifestyle. The group will take the La Chapelle brand upgrade as the starting point and launch a new image for all brands without changing the brand positioning, so as to keep pace with customers' needs and taste changes and ensure stable business growth of the group.

　　 A Italy coffee shop trying to pull customers back.

More and more people are buying online at home, while traditional retailers want to return those who do not want to go out of the virtual world back to reality. How to achieve this? It's a good idea to increase the offline experience and prolong their stay in the store. For example, opening a cafe in a store to increase customer experience. La Natsu Bell announced in the evening of June 14th that its wholly owned subsidiary, LaCha Fashion I Limited, acquired 20.75% of TNPI's stake at a price of $3 million 750 thousand.

La Natsu Bell said in the announcement that the group could take advantage of this investment to "explore the potential of TNPI growth, especially the business opportunities of TNPI's expansion plan in the Chinese market". La Natsu Bell said that the future group's retail store will open and operate Segafredo to enhance customer shopping experience.

As the largest women's clothing group in China, La Natsu Bell's income in 2015 was 9 billion 96 million yuan, an increase of 16.4% over the same period last year. Net profit was 615 million yuan, an increase of 22%. In terms of stores, La Natsu Bell added 1006 stores in 2015, and the total number of stores increased by 14.6% to 7893 over the same period. Compared with other brands, La Natsu Bell's performance growth is ahead of schedule, but mainly due to its offline store expansion and online growth to boost revenue.

Despite the growth in sales in the last year, La Natsu Bell's sales fell from 99.5% in 2015 to 93.5% in the overall proportion. In 2015, group online sales accounted for 6.5% of total sales (0.5% in 2014).

Guo Haiyan, an analyst at CICC, believes that the net growth of the company will not increase as fast as last year, due to the weakening of the consumer environment. She expects growth this year to be around 500~800, while sales growth in the same store is expected to be flat or small.

Compared with other costumes, La Natsu Bell's current offline sales are relatively heavy, and still exceed 90%. So, considering how to keep customers in the shop is the top priority.

It is understood that TNPI is a Invest-holding Company with the franchise and management of Segafredo Cafe in South Korea, mainland China and Hongkong. According to its official micro data, Segafrdo is the first chain coffee brand in Italy, the third largest coffee chain brand in the world, and now has more than 400 stores worldwide. Although about ten years ago, the brand entered the Chinese market. But at present, the development of Segafrdo in China is rather slow. The number of coffee chain giants such as Starbucks and COSTA appears to be "pathetic". However, after La Natsu Bell's "subsidy", this situation may change. The latter has a considerable number of stores in the country.

In fact, many luxury goods and apparel industries have improved their user experience in recent years, and have opened restaurants, coffee and other businesses into offline retail outlets. For example, DIOR opened a sweet shop in the boutique of Seoul, Korea, and GUCCI opened its coffee shop in its flagship stores in Milan, Tokyo and Shanghai.

But is it a good way to open a coffee shop in a clothing store? Do the people who drink coffee in the shop and the people who buy clothes are the same kind of people?

At least Liu Chang Qiao It seems that the compound business model of catering into retail stores is a trend of future clothing brand stores. "This is a new way of life. It's an upgraded version of SPA mode. " He founded the O.T.R brand at the end of last year in Xhenzhuang, Shanghai Zhongsheng world mall opened the first store, while selling clothing at the same time also sell coffee and other drinks simple meal. When it was first opened, it was popular because of its new model.

"Now many clothing stores have introduced the concept of life hall, integrating clothing and catering culture to increase customer's consumption experience. Not only do we want to diversify our clothing, but we also want to diversify in the commercial world of retail consumption and create a quality lifestyle. La Natsu Bell, manager and deputy director of investment department, said Mao Jian.