La Natsu Bell Suffers From "Speeding Sequela"?

After entering the 2019, the La Natsu Bell dress Limited by Share Ltd, known as "national dress", was first introduced into Shanghai in the first quarter of 2019.

According to its first quarter performance report in 2019, La Natsu Bell achieved a revenue of 2 billion 372 million yuan during the period, a decrease of 6.94% in 2018 compared with 2 billion 548 million yuan in 2018, and a net profit of 9 million 751 thousand yuan attributable to shareholders of listed companies, a decrease of 94.4% over last year.

In addition, based on the actual situation of sales and gross profit decline, and the pformation of business pformation, reduction of capital and efficiency, the company may have a negative impact on its performance. La Natsu Bell warned in this report that the net profit attributable to shareholders of Listed Companies in January 2019 -6 may fall by more than 50%.

Accelerate pformation 200 million sell electricity supplier subsidiary equity

On the evening of May 7th, La Natsu Bell issued three announcements in succession, which was about to sell the 54.05% stake of the controlling subsidiary Agel Ecommerce Ltd Hangzhou (hereinafter referred to as "Hangzhou dark"), and the share pfer price of the paction was 200 million yuan.

La Natsu Bell said in a notice that the sale is a decision made by the company based on accelerating pformation and business adjustment.

At present, La Natsu Bell is in the key stage of combing the existing brand matrix according to the company's development strategy, concentrating the superior resources and giving play to the core brand competitive advantage.

Market investors believe that the asset consolidation is related to the company's "net profit in the first quarter, a year-on-year decline of 94.4%".

In response to the concerns of shareholders, the reporter specifically asked La Natsu Bell IR department to ask questions, and before the press release, he did not receive further explanation on the acquisition.

Store expansion "speeding" design homogenization serious

For a long time in the past, La Natsu Bell was once regarded as the leading brand in the country's rising speed.

According to the data, La Natsu Bell clothing Limited by Share Ltd was founded in 1998. In the external caliber, it was positioned as "multi brand fashion business enterprise", listed on the Hongkong Stock Exchange on 2014, and listed on the Shanghai stock exchange in 2017.

La Natsu Bell's existing La Chapelle, Puella, UlifeStyle, Candie 's, La Babit E and other 12 brands, and invest seven grid, OTHERMIX, O.T.R, Siastella, Siastella, O.T.R, Shang Ba Di, dream life and other clothing brands.

As of June 30, 2017, La Natsu Bell had 9066 retail outlets covering 2745 department stores and shopping centers.

This scale can be quite astonishing. Compared to the Inditex group that entered the Chinese market in 2006 and owns Zara, Pull&Bear, Bershka and other brands, as of the end of fiscal year 2017, the total number of shops opened by Inditex group in several Chinese brands was 593, of which 183 were Zara stores, and the total number of stores in the whole world was only more than 7000.

La Natsu Bell's "overspeed" of store expansion in recent years, whether in the reviews of the clothing industry or in the reports of market investment institutions, can form a basic consensus.

However, when visiting the store of La Natsu Bell's brand, reporters found that homogeneity existed in design, pricing and other aspects, whether original brand or investment brand.

For example, several brands of clothing displayed in the flagship store located in the East Ginza of Beijing are currently "urban light old women" or "retro sports" style. They use a lot of chiffon and print details. It seems difficult to distinguish at first glance.

In terms of pricing, most of the dresses and suits are priced over 300 yuan, and compete with international fast fashion brands such as Zara and H&M.