With The Ultimate Cost Performance, The New Chinese Version Of "Chinese Version ZARA" Has La Natsu Bell'S New Practice.

Influenced by many factors, the terminal sales of garment industry in 2019 were obviously under pressure.

The "China Version ZARA" - Shanghai La Natsu Bell clothing Limited by Share Ltd (hereinafter referred to as "La Natsu Bell") released the 2019 performance bulletin on the evening of March 30th. During the reporting period, the company achieved operating income of 7 billion 638 million yuan. By the end of the reporting period, the number of business outlets in the company was 4878, located in 1651 commercial entities.

During the reporting period, La Natsu Bell gross margin earned 4 billion 390 million yuan, and the gross margin reached 57.47%. The main reason was that the company increased its sales volume to the seasonal products, resulting in a decline in the actual average gross profit margin.

La Natsu Bell admitted that the reason for the change in the performance during the reporting period was mainly due to the slowdown in consumption growth and the decline in physical stores. In addition, due to the warm winter weather and other factors, the company's revenue in the four quarter declined compared with the same period last year. The fourth quarter income in 2019 accounted for only 24.63% of the annual revenue. Meanwhile, it was affected by the online channel impact and the competition of offline retail entities. The department store's revenue was affected.

La Natsu Bell believes that in 2020 and for a long time in the future, it is expected that consumer demand will be more fashionable and changeable. The decline of passenger flow and the growth of low speed will be more normal. The competition in the field of women's wear will be more intense. In the context of the overall slowdown in the market, consumers will become more rational and will gradually change from material consumption to service-oriented consumption. Prices will no longer become the primary standard of purchase. Consumers will no longer pay for high premium products, and the clothing industry will go to the era of "extreme price ratio".

At the same time, along with the improvement of the logistics distribution system and the increase of the number of online shopping users, online retail will continue to maintain rapid growth. From the perspective of subdivision channels, due to the further decline of online traffic dividends, the growth of the traditional e-commerce platform is peaking, and the emerging retail formats are quietly rising.

2020 is a key year for the transformation and development of the company. The company will take the initiative, actively and thoroughly implement the structural reform, give full play to its existing brand and channel advantages, adhere to customer centered and return to the essence of retailing, and continue to pay close attention to current operation improvement and improve company assets on the basis of the progress made in 2019, such as "narrowing focus, reducing costs, increasing efficiency and innovating development". Turnover speed, actively layout new retail formats, and effectively enhance the overall profitability of the company.

1, the company will take the consumer demand as the core, endows the data with the ability to make operational decisions, and opens up and improves the whole channel marketing management system by opening up online and offline operational data and membership system. On the one hand, the company will continue to strategically shrink the direct channel under the line, further close down the inefficient, loss stores, and gradually shift from the offline entity oriented business mode to the online business mode; on the other hand, the company will further expand the online sales channels, and strive to expand the emerging retail formats such as affiliate marketing, WeChat marketing, social networking, and webcast. With the layout of the traditional e-commerce platform to form a supplement. In general, the development pattern of "online and offline coordination and emphasis" is formed.

2, lay a solid foundation for development. In 2020, the strategy of brand remolding was launched. With the core target consumers as the division, the difference between different brands was strengthened, and the women's clothing multi brand cluster with the LaChapelle main brand as the core was built up.

The brand returns to the essence of the product, the regional returns do the essence of the store service, start from the frontline and details, strive to achieve the ultimate goal of products and services, improve customer satisfaction, and enhance the single store output and profitability level. At the same time, the company will optimize the integrated supply chain resources, open up the whole chain of supply chain management under the full channel system, realize the supply chain system based on terminal sales data for product planning, timely and new and fast tracking, enhance the company's production control and inventory management efficiency, and achieve win-win organic growth with the upstream and downstream value chain partners. In addition, the company will continue to push ahead with measures to reduce costs and increase efficiency so as to enhance the efficiency of people and reduce the cost of fixed costs.

3, enhance organizational effectiveness. Taking cash flow management and control as the core, based on data and facts, guided by high performance results, adhering to the core values of "customer first, good faith cooperation and Lean Innovation", we should improve the system of value assessment and distribution. On the basis of clear annual objectives and evaluation criteria, we should increase the intensity of rewards and penalties, speed up organizational and cultural changes, and accelerate the development of professional and efficient management. Headquarters.

4, focus on cash flow balance. The company will continue to focus on cash flow balance, and continue to shrink operating resources, focus on core business development, raise inventory turnover speed and capital turnover efficiency, reduce fixed cost and control unreasonable expenditure. At the same time, the company plans to ease liquidity pressure through effective revitalizing long-term stock assets, seeking more cooperative resources and optimizing the use of funds, so as to provide liquidity support for the main business development and further improve the company's assets and liabilities structure.

Public information shows that La Natsu Bell was founded in 1998 and listed on A shares in 2017. It is a fast fashion, multi brand and all direct fashion group, which is located in the mass consumer market. It is mainly engaged in fashion design, brand promotion and sales. It is committed to providing consumers with fashion, quality and cost-effective fashion products.

Based on the successful experience of LaChapelle and Puella, La Natsu Bell has built up a multi brand and multi category differentiated brand pool in recent years through the combination of independent incubation and investment merger and acquisition, and the market share has increased year by year. La Natsu Bell focused on the operation of LaChapelle and Puella brand at the beginning of her establishment. Then, based on the in-depth study of the market segmentation, the women's clothing brands such as Candie, s, 7M and LaBabit were launched in 2010. Analysts believe that the strategy of multi brand + multi category makes the brand and product of Baer have the advantage of differentiation, which is conducive to La Natsu Bell breaking through the single brand in the product wind. The limitations of lattice and dressing scenes meet the needs of more customers, and help to create one-stop consumer services to enhance customer stickiness, thereby enhancing the overall market size and penetration of La Natsu Bell.

Insiders said that since 2019, the overall performance of garment retailers has been depressed by the influence of many factors. In 2019, the growth of clothing retail sales was lower than the zero growth rate in each month, and even negative growth occurred in April and October, year-on-year growth of 2.9% over the same period, and the growth rate dropped by 5.01pct compared with the same period last year. Therefore, the apparel industry has a large stock in the large consumption system, but the growth rate is below the average, indicating that the apparel industry has entered the stage of relative stock competition.

Hao Shuai, an analyst with Guotai Junan Securities, believes that in recent years, the domestic clothing brand has been actively distributed, and the market share has been scattered by localization advantage, and market initiative has been mastered. The casual clothing brand enterprises are based on the characteristics of the Chinese market, and the leading brands themselves have higher brand influence and appeal, and the fans have high loyalty. To achieve breakthroughs in online sales performance. The epidemic has enhanced the operation capacity of domestic brands and accelerated the process of online channel layout. This initiative to expand business channels, improve the supply chain links, and promote operational efficiency and flexibility of the practice, for the positive layout of online retail can be said to be effective, the relevant brand is expected to help enhance the competitiveness of the epidemic and achieve the improvement of concentration, and further grasp the consumer's mobile terminal online time significantly increased the opportunity to develop online retail, is expected to follow the country. The accelerated upgrading of brand names in R & D, supply chain, electricity providers and so on, and the continuous improvement of consumers' recognition of domestic brands, and the competitiveness of some overseas brands operating in China will gradually be weakened.