La Natsu Bell Achieved Revenue Of 4 Billion 379 Million Yuan In The First Half Of 2018.

In the evening of August 28th, Shanghai La Natsu Bell fashion Limited by Share Ltd (hereinafter referred to as "La Natsu Bell", company code: 603157) announced its semi annual report in 2018. During the period, revenue was 4 billion 379 million yuan, an increase of 2.26 percentage points over the same period, and net profit attributable to shareholders of listed companies fell 16.3% to 236 million yuan.

For the first half of 2018, a slight increase in revenue was explained mainly by the growth of sales and online revenue in monopoly channels, while net profit attributable to shareholders of listed companies fell by 16.30% compared with the same period last year, mainly due to the decline in gross margin and the increase in losses in new brands. Net cash flow from operating activities decreased compared with the same period last year, mainly due to the increase in inventory caused by the decline in the two quarter, and some new brands were in the fostering stage and the operating capital expenditure increased year-on-year.

Adhering to multi brand differentiation strategy, children's wear increased by 87.3% over the same period.

Through multi brand differentiation strategy, La Natsu Bell continued to create a rich and diversified brand operation system. Through internal cultivation, external holding or share participation, there are now nearly 20 garment brands, mainly women's clothing. Men's wear , Children's wear And full coverage of household products.

For women's wear, the existing major brands including La Chapelle, Puella, 7 Modifier, La Babit E and Candie "s 5" have achieved a total operating income of 3 billion 549 million yuan during the period, accounting for 81.05% of the 1-6 month operating income. In order to better shape the brand image and enhance the competitiveness of the brand market, in the first half of the year, the brand new image of shop decoration was launched, creating a new logo store.

At the same time, La Babit ye and 7 Modifier have launched their own brand new series Lyne&Leila and 7/10 Modifier respectively. Lyne&Leila takes light high-end and heavy culture. Brand is still The direction of development is to create a fine and pleasant lifestyle for consumers. It has opened flagship store in Suzhou center. 7/10 Modifier is suitable for young people with exercise habits. They dress in daily and sports occasions, and are committed to becoming fashionable, quality and character oriented brand leaders in light sports.

For men's wear, there are 3 brands including Pote, JACK WALK and MARC ECK. The total operating income during the reporting period increased by 19.8% over the same period. In the first half of the year, Pote focused on reinventing the brand and vigorously focused on the consumer appeal of the younger generation to cater for the 95 and 00 consumer habits. In the aspect of store image, we also make bold use of young designers to create "Chao" culture gene consumption space. JACK WALK, with its simple, comfortable and fashionable brand style, aims to lock in 80 and 90 after the target customers, increase the proportion of business casual products in the first half of the year, and launch a new image of the shop decoration, so as to enhance brand competitiveness and market awareness. In the first half of MARC ECK, in order to make the brand style tonal and positioning more precise, the products meet the needs of the 30-45 year old city elite men in many living and working scenes, and the fabric and process improvement are enhanced. Especially in summer, the POLO shirts are selected with higher count mercerized cotton fabrics.

Children's wear brand new children's wear brand 8EM, one to undertake the original dress brand La Chapelle kids, Puella kids and other parent-child business, and the two make full use of R & D and supply chain resource sharing advantages, fully display the personalization, fashion and cost-effective. The operating income of the reporting period increased by 87.3% over the same period last year, which will be a new profit growth point that La Natsu Bell is trying to cultivate.

Total direct sales network has increased to 9674 stores.

Different from most of the competitors in the same industry, La Natsu Bell mainly adopts the direct sales mode, directly controls and manages all sales networks. The number of retail outlets also increased from 9448 at the end of 2017 to 9674 in June 30, 2018.

In La Natsu Bell's view, the direct control and operation of the sales network (except for a small number of subsidiaries of a controlling subsidiary) is not only convenient for them to manage all the outlets with a unified standard, but also improve the quality of sales service so as to provide consumers with a good consumption experience, and also help the management of the company make use of terminal sales data to make timely and accurate decisions for market changes; it is beneficial for product developers and designers to obtain market information in time, provide targeted guidance for product development and design, and improve the fashion and market responsiveness.

In terms of channel layout, in recent years, efforts have been made to expand shopping center channels, adjust urban layout and further tap the market space. As of June 30th, the number of La Natsu Bell shopping center outlets accounted for 39.8%, corresponding to business income accounted for 43.1%. At the same time, we should actively adjust stores in department stores, optimize existing stores, close shop outlets and improve the quality of channels.

The offline channel focuses on improving service quality and terminal display effect, upgrading stores through shop upgrading, and focusing on traffic operation and brand marketing, enhancing brand activity and providing differentiated product mix to meet and meet different consumer needs.

In order to improve La Natsu Bell's penetration and influence in the international fashion market, he also shared resources with the international brand sharing product planning, fashion design, supply chain management and terminal channels to form complementary and synergistic effects between brands. In the first half of this year, La Natsu Bell completed the acquisition of France's Naf Naf SAS 40% stake. Naf Naf brand was founded in France in 1973, mainly engaged in women's wear products and accessories sales. In France, Spain, Belgium and Italy, there are more than 400 stores.

In the second half of 2018, La Natsu Bell said he would focus on improving operational efficiency and improving operational quality. From the perspective of Ping efficiency, cargo efficiency and human effectiveness, organizational effectiveness can be improved. At the same time, we should push forward the construction of the commodity lifecycle management system according to the plan, standardize the whole process of commodity development, improve the accuracy and overall operational efficiency of product development.

It is worth noting that in the future, La Natsu Bell will also accelerate the construction of men's wear and children's wear channels, strengthen product strength, and accelerate the development of new business growth points.