Another Closing Tide: La Natsu Bell'S Net Profit Fell 94.40% In The First Quarter Of 2019, And 1887 Closed Stores.

Today (April 30th), the La Natsu Bell clothing Limited by Share Ltd of Shanghai (hereinafter referred to as "La Natsu Bell") announced its first quarterly report in 2019.

During the period, revenue was 2 billion 372 million yuan, down 6.94 percentage points, and net profit attributable to shareholders of listed companies fell 94.40% to 9 million 751 thousand yuan.

The explanation is mainly due to insufficient consumer confidence and a large number of direct outlets under closed lines.

According to the data of the National Bureau of statistics, the total retail sales of footwear and clothing in the first quarter of 2019 increased by 3.3% compared with the same period last year, lower than the 5 percentage point increase in the total retail sales of social consumer goods in the same period. In the first quarter of 2019, the per capita clothing consumption expenditure increased by 1.7%, the lowest growth rate in all consumer spending categories, and the proportion of clothing consumption per capita consumption expenditure fell to 8.1% from 8.6% in the first quarter of last year.

And the adjustment process of accelerating the offline channel, closing the loss and inefficient direct store have a greater impact on the revenue of the La Xia bell period.

From the brand point of view, apart from children's wear 8eM, its brand including La Chapelle, Puella, 7 Modifier, men's clothing, the whole line of revenue declined.

By the end of March 2019, the number of outlets in La Natsu Bell's stores nationwide was 7653, a net decrease of 1887 from the end of March 2018, and the decrease of the number of outlets was 19.78%.

The line is still so, online is also torturing La Natsu Bell.

Affected by online platform operation strategy adjustment, traffic cost increase and over season sales increase, La Natsu Bell online revenue decreased by 32.65% to 270 million yuan, and gross profit margin decreased by 21.49 percentage points over the same period.

In terms of net profit, La Natsu Bell explained that the gross profit in the first quarter was reduced by 604 million yuan compared with the previous year, of which 21.11% of gross profit was reduced by 421 million yuan due to a 21.11% decrease in operating income. As a result, the gross profit margin dropped by 7.72 percentage points, leading to a decrease of 183 million yuan in gross profit. At the same time, the sales cost dropped by 322 million yuan due to the drop in sales. After considering the above factors, the impact on the net profit of the current period was about 211 million yuan.

In this way, what La Natsu Bell urgently needs to do is not only to adjust the offline stores, but also to work hard on the online and offline channels.