Brand Authorization: Online Business Model Adjustment Of La Chapel

On February, the company announced that it would adjust its business model to "new online service mode".

Under the new mode, the company's online business adopts the "asset light" business operation mode. It plans to license its brand series trademarks to suppliers, distributors and agent operators respectively, and hand over the operation and management of online business to professional brand operation companies.

La Chabel said that the mode adjustment is mainly to promote the optimization and adjustment of the company's brand business structure, and stimulate the reform power of online business channels. It is understood that before this, La chapel adopted the traditional mode of "planning and design - independent procurement - platform operation - online sales".

? ? It is reported that the online business of La chapel started late, and it used to operate as an agent in the early stage. Due to the lack of operation experience and the lack of refined management ability and other factors, the company's online sales revenue accounted for only 13.65%, 14.13% and 10.65% of the total operating revenue from 2017 to 2019, and it has always been faced with the gradual increase of online traffic costs and the weak profitability of online business Questions.

La Chabel believes that after the adoption of the new model, it will no longer use its own funds to purchase online goods and will no longer independently operate e-commerce platform sales business. It can make the company give full play to its own brand, traffic and platform advantages, improve the turnover speed of online business through better use of external resources, broaden the company's online daily business scope, and lay a foundation for the company to explore more categories of authorization.