Why Did La Natsu Bell Net Profit Slide For 2 Consecutive Years?

According to the world clothing shoes and hats net, in the evening of April 16th, Shanghai

Apparel Limited by Share Ltd (hereinafter referred to as "La Natsu Bell", stock code: 06116) announced its 2017 H-share annual report.

During the period, the revenue reached 8 billion 999 million yuan, an increase of 5.2% over the same period last year, mainly due to the growth of revenue from monopoly channels and online platforms.

The profit attributable to shareholders was 499 million yuan, down 6.2% compared with the same period last year, the second year after its profit decline in 2016.

You know, La Natsu Bell has been on the rise since 2014 when Hong Kong shares went public, and the net profit fell for the first time in 2016, down 13.5%.

In 2017, although it is difficult to turn downward, the decline has narrowed. Its explanation is mainly related to the closure of more than 1000 deficit stores and the adjustment of some department stores, and the new brand of investment is still in cultivation period.

Continuous force multi brand strategy and information operation strategy

La Natsu Bell is committed to becoming a family.

Operational

Group.

Through internal cultivation, external holding or share participation, there are nearly twenty clothing brands, covering public casual wear, designer brand, high-end men's and women's wear and children's clothing.

The existing brands include La Chapelle, Puella, 7m, Candie 's, La Babit, JACK WALK, Pote, WALK, Candie and brand, as well as multiple investment brands such as ",", ",", ",", ",", "and".

During the period, La Chapelle and Puella brands continued to be the two highest brands that La Natsu Bell contributed to sales, which totaled 45.2% of the total sales volume of the group, but 4.9 percentage points lower than that of 50.1% in 2016. Among them, the Puella brand was affected by the declining sales of the old stores and the slow growth of the new stores, resulting in a 10% decline in revenue.

The new women's clothing brand 7m and La Babit e have a good growth momentum, especially the La Babit Babit brand increased by 28% over the same period last year, mainly due to the expansion of retail outlets and the optimization of the structure of goods.

Men's brands JACK WALK, Pote and MARC ECK are in the stage of sustainable development. In 2017, the income scale increased by 19.1% compared to the same period last year, and contributed to the group's revenue from 5.1% in 2016 to 5.8% in 2017.

The UlifeStyle brand declined by 1.9% due to the decrease in the number of stores.

It is worth noting that La Natsu Bell also fully implemented the RFID (radio frequency identification) system during the reporting period, and realized the whole chain flow tracking of single item single clothing from supplier to warehouse to retail store. At the same time, through deepening the application of RFID at the store end, we realized the visualization of store inventory and improved meticulous management.

You know, the current clothing giants such as ZARA, UNIQLO, and Hai Lan home have also launched RFID technology in the near future.

In 2018, La Natsu Bell will also embark on the establishment of a commodity "52 week" life cycle management information system, from commodity budget to commodity listing to achieve full chain information, and establish a large database to improve the accuracy of R & D of commodities.

In addition, it will further deepen the application of RFID system in store merchandise management, such as fitting rate and display data collection, aiming to build smart stores.

Electricity providers grew by 44.9% compared to the number of stores next year reached 9448

Online business, due to its non wholly owned Affiliated Companies, Hangzhou's involvement in Agel Ecommerce Ltd, is the power to hatch the seven grid company of the net reddish brand. In 2017, La Natsu Bell's electricity business remained relatively fast growing, becoming a major engine for the growth of the group.

During the period, its online revenue reached RMB 1 billion 340 million yuan, an increase of 44.9% over the same period last year, accounting for 14.9% of the group's total revenue.

At the same time, La Natsu Bell continued to optimize online product mix and optimize the efficiency of offline delivery, so as to enhance customer shopping experience.

In terms of goods mix, it will enhance the online and offline linkage, and add new businesses to make contributions.

Relying on a strong store network and three major logistics bases, we continuously optimize the online order allocation route and enhance the delivery speed of electronic business.

In 2017, La Natsu Bell also launched the men's clothing business.

In 2018, La Natsu Bell said that it would continue to optimize online products while focusing on traffic operations and brand marketing to enhance brand activity.

As for stores, by the end of December 31, 2017, La Natsu Bell's nationwide retail network had 9448 in 31 provinces, autonomous regions and municipalities in mainland China, covering about 2783 department stores and shopping centers.

The number of stores remained a net increase during the reporting period, and the proportion of stores in shopping centres continued to increase.

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