La Chapelle La La Bell Optimized Channel Structure Transformation

Innovation is one of the eternal themes of enterprises. In order to stay in the industry for a long time and conform to the trend of consumption, finding a way out in the "change" is the correct way to open up the brand strategy. In recent years, the competition is becoming increasingly fierce. Clothing market Brand enterprises are seeking transformation to meet the new characteristics of the consumer market in the new era. As a well-known clothing brand, La Natsu Bell, by speeding up the transformation process of the channel and optimizing the layout of the channel structure, has laid a good foundation for the next step to break through the upgrading of the management mode.

La Natsu Bell's French name is "La Chapelle", the residence of founder Xing Jiaxing when he conceived the brand. The name of a street full of French style and street name is also meant to integrate French fashion culture into costume design and bring romantic French design to Chinese consumers. La Natsu Bell's initial position was the 25-30 year old lady's style, and the latest trends in French fashion were also closely watched in style and design.

At the same time, influenced by Zara and other fast fashion models, La Natsu Bell On the basis of market research and analysis, the business development mode of "multi brand and direct business oriented" has been identified. On the one hand, women's brands with new positioning differences should be added, and other categories of brands should be selected to better meet the dress requirements of different consumers. On the other hand, the layout of stores across the country can be quickly established by way of direct operation, which not only enhances La Natsu Bell's brand influence, but also enhances La Natsu Bell's bargaining power with the shopping malls and property groups, thereby obtaining better store location at a lower cost.

Although there are some advantages in the direct camp mode, we have to admit that there are many challenges for the clothing brand. In this regard, La Natsu Bell also agreed: "direct mode is conducive to the implementation of the company's operation strategy independently and in a unified way, and timely and direct grasp of customer demand dynamic, and quickly expand the scale of new brands, but it needs more investment resources and costs more pressure.

For this reason, since the second half of 2018, La Natsu Bell has gradually launched the mode of joining and joint operation on the basis of past direct battalion, and plans to accelerate the transformation of channels in 2019. We hope to completely transform the existing sales channels within 1-2 years, so that the proportion of franchises and affiliates has a significant improvement, and accelerate the formation of the channel structure layout of direct operation, joint operation and joining together. Specifically, La Natsu Bell will carry out the mode of joint operation and franchisee, and will combine the characteristics of different brands and different regions. On the one hand, it will further concentrate resources and energy to improve the sales performance of the company's core regional direct stores. Meanwhile, it will actively implement the franchise mode in the company's blank county level market, and implement a joint venture mode for some provincial and prefecture level cities.

At present in China Garment industry Under the background of accelerated shuffling, La Natsu Bell actively layout new strategy, hoping to improve profitability through more reasonable resource input and brand operation management, and enhance the core competitiveness of the company, providing an important reference for the garment industry in the new period of transformation and development.