The Water Is Out Of Fashion: La Natsu Bell, The Clothing Giant, Has Closed 2400 Stores For Half A Year, With A Net Loss Of 540 Million Yuan.

Recently, La Natsu Bell announced a semi annual performance loss announcement. In the announcement, La Natsu Bell expects net profit loss in the first half of the year to be 440 million yuan to 540 million yuan, compared with a profit of 236 million yuan in the same period last year.

Notice that the main reason for the current performance loss is the average gross profit margin fell. In addition, the company's business transformation, adjustment, reduction of efficiency and other measures are being actively promoted, but the actual effect still needs a certain time to gradually reflect that the reduction in the first half of the year has not been able to offset the decline in gross margin.

In addition, because of the changes in external financing environment, La Natsu Bell continued to return bank loans during the reporting period, which had a negative impact on the company's spring and summer purchases in 2019, and so on. La Natsu Bell is a multi brand and all channel fashion group located in the mass consumer market. It is mainly based on multi brands and direct operation. At present, La Natsu Bell has more than 20 brands of men's clothing and children's clothing, such as La Chapelle, Puella and POTE.

In fact, La Natsu Bell's losses began in the latter half of 2018. The annual report shows that in the fourth quarter of 2018, La Natsu Bell lost 398 million yuan, while the net profit for the whole year was 160 million yuan, from profit to loss. In the first quarter of 2019, La Natsu Bell's situation did not improve. Net profit was only 9 million 750 thousand yuan, a decrease of 94.4% over the same period last year. The author thinks that La Natsu Bell's losses are a little bit more, maybe he can consider changing some business models and methods.

La Natsu Bell brand, founded in 1998, is a classic work from Shanghai. La Natsu Bell has been pursuing personalized design, and is a fashion brand that permeates the design of human culture.