La Natsu Bell'S Revenue Exceeds 1 Billion In The First Quarter, And The 80'S In The Three Or Four Tier Cities Have Been Cited As The Most Beloved.

The "Chinese version of ZARA" -- Shanghai La Natsu Bell apparel Limited by Share Ltd (hereinafter referred to as "La Natsu Bell") recently released its first quarter performance report in 2020. During the reporting period, the company achieved operating income of 1 billion 1 million yuan, down 57.75% compared with the same period last year, and the net profit attributable to shareholders of listed companies was 342 million, compared with 9 million 750 thousand yuan in the same period last year.

La Natsu Bell said that the main reason for the change in the company's performance during the reporting period was mainly due to many factors such as the impact of the epidemic. Especially during the epidemic period, it was not able to operate normally, and the revenue from the direct channel under the line was 686 million yuan, down 66.05% from the same period last year. To cope with the impact of the epidemic, the company, on the one hand, intensified its online business expansion, combined with diversified marketing methods to meet the consumption needs of special scenes. On the other hand, the company continued to explore new retail routes, including WeChat marketing, Taobao live broadcast, live collaboration with webcast, member marketing, and so on, through new retail channels to open up seamless connections with customers.

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.

As a sportswear brand that has been popular in girls' circles, it is La Natsu Bell who collectively recalled after 80 and 90 girls. She was once famous for the Chinese version of ZARA. As a leading enterprise in mid-range casual wear, La Natsu Bell has been ploughing the mass market. In terms of brand operation, La Natsu Bell has been implementing the strategy of "multi brand + multi category" differentiation. This enables a wide range of customers to meet the needs of different consumers and enhance market penetration. At the same time, through the synergy between brands, we can enhance customer stickiness and create one-stop service.

Insiders said that La Natsu Bell has certain scale advantages and first mover advantages in the channel, and the electricity supplier business continues to contribute. The company has implemented the channel layout of "full direct + full channel", the number of channels is in the leading position in the same industry, and has the advantage of scale. The whole direct shop has enabled the company to better grasp the operation data and make precise decisions. At the same time, deep ploughed low line cities, the proportion of three or four line urban channels has increased year by year, and in the trend of three or four line cities' consumption upgrading, La Natsu Bell has a certain first priority. Potential.

Observation shows that, because La Natsu Bell products mainly locate the mass casual wear market, and the products have higher cost performance, the company has the advantage of scale and the first mover advantage through the direct battalion mode, ploughing the second and second tier cities all the year round. As the fast fashion brands enter and become popular, the market competition of the public casual wear is becoming more and more intense, but in the urban layout, the fashion is fast. Most of the brands are based on a second tier city market, and only recently began to sink channels. For La Natsu Bell, the positioning and price of its products are more suitable for the consumption level of the 234 tier cities. In the early years, through the early layout, they already have certain scale advantages and brand effects in the low level cities.

The strategy of multi brand + multi category makes La Natsu Bell's brand and product have the advantage of differentiation, which helps the company break through the limitations of the single brand in product style, dress scene and so on, and meet the needs of more customers. It helps to create one-stop consumer service and enhance customer stickiness so as to enhance the overall market size and penetration of the company.

Lei Yu, an analyst with Changjiang Securities, said recently that from the recent operation performance, the physical channel is limited, and the focus of clothing brand management has shifted to online. Since March, online sales have been rapidly repaired. The impact of the epidemic on domestic retail began in late January and broke out in February. The peak rate of brand closing rate is generally over 70%, and the estimated decline in revenue in February is 60%~80%.

According to the National Bureau of statistics, in 2020 1-3, the retail sales of clothing, shoes and hats and needle textiles decreased by 32.3% compared with the same period last year, which slowed down 1.3pct compared with 1-2 months. It is expected that the decline in March will be narrowed. At the same time, the online retail sales of wearing goods in 1-3 months will decline by 15.1% over the same period. Amoy data showed that in March, the growth rate of each category of clothing on Tmall platform was improved. Sports wear, children's clothing, bedding and underwear household clothing resumed growth. Online performance has improved significantly since March, and the physical channel passenger flow has also recovered significantly after the lifting of the restriction. It is expected that the overall retail sales will continue to improve in the future, but the extent of repair is weaker than online.

Lei Yu said frankly that the retail market affected by the epidemic has become a "training ground" for the new retail brand of clothing brand. With the help of the traditional e-commerce platform, WeChat Mini program, WeChat group, independent APP and all kinds of live broadcast platforms, the clothing brand ensures the exposure and operation of the products. However, the new retail performance among brands is quite different. The difficulties in operation are mainly reflected in the accumulation and operation of consumers' data (membership system, information on purchasing members), and the sharing of total channel Inventory (total warehouse, direct channel, and joining channel inventory). And logistics distribution timeliness (store distribution better than warehouse distribution) and so on, therefore, for brand enterprises, the epidemic is more like a stress test on its digital retail system, and more attention will be paid to channel integration in the future.

In Lei Yu's view, with the domestic epidemic eased, brand stores basically resumed. It is expected that the brand end business will improve significantly in the two quarter, and is expected to return to normal in the second half of the year.