La Natsu Bell Keeps Pace

Shanghai La Natsu Bell clothing 2015 earnings report, group revenue 9 billion 96 million yuan, an increase of 16.4% over the same period.

Net profit was 615 million yuan, an increase of 22.2% over the same period last year.

La Natsu Bell will remain fast in the next two years.

Rhythm, the company plans to increase sales outlets to 10000 in 2018.

Income growth was mainly due to the expansion of the retail network and the rapid growth of online platform revenue. In early 2015, La Natsu Bell bought the Internet women's clothing brand for 200 million yuan.

And handed La Natsu Bell's online business to seven grid.

In 2015 alone, La Natsu Bell invested 4 brands.

Tmall and Jingdong have been actively expanding their online channels, and have continued to expand in line with the multi brand and full direct business models. By the end of 2015,

From 6887 to 7893 stores.

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In the fashion industry, "full join" or "a few direct majority franchisee" mode, the separation of brands and agents, between agents and distributors or consumers caused by the disunity between online and offline has become the main problem that clothing brands can not really achieve O2O.

But the old straight battalion mode, which has not been favored, is now a powerful tool to get rid of online and offline double line operation and promote online and offline integration.

At the beginning of the founding, La Natsu Bell had been running the whole direct camp mode, and the operating profit rate was higher than the average level of 2%-6% in the clothing and textile industry.

Especially in recent years, under the background of "close shop boom", La Natsu Bell has been expanding against the trend. Up to December 31, 2015, its direct retail terminal has reached 7893.

And plans for the next three years, the number of outlets nationwide exceeded 1, covering 31 provinces, autonomous regions and municipalities directly under the central government, and went deep into the county market.

In this regard, Hu Gang believes that the La Natsu Bell direct camp mode to test the water business, O2O has inherent advantages: first, in the store can achieve the national layout, online and offline synchronization of new, synchronous activities, the same price.

Two, the total warehouse and store storage can be shared. The store is equivalent to the warehouse of the online store, achieving a complete synergy effect.

This will link the stock resources of the original isolated and fragmented Island store system into one.

Three, on the management of goods, La Natsu Bell emphasized fast turnover, rapid new and quick digestion, and new weekly, 30-50 new models each, 4-6 pieces each, directly sent to the store.

Such a large scale of direct battalion, to achieve synchronization under the line, the resistance is not great?

"Resistance comes from the difficulty of coordination among all parties and the traditional thinking needs to gradually adapt to the Internet, including online and offline, headquarters departments and regions."

Hu Gang explained that when the mode was first promoted, the incentive mechanism was not in place, and there were individual regions unwilling to cooperate, especially for the stores under the salable goods line.

Later, the O2O coordination group was set up. This is a virtual organization composed of the sales department, the marketing department, the electricity supplier department, the commodity department, the logistics department, the brand department and other departments. Hu Gang is the group leader who is responsible for coordinating resources and interests. After coordination, the departments will perform their duties.

"The" double 11 "line of discounts will cause the impact of the line under the line, the line is not positive and normal.

Later, the coordination group decided that no matter "double 11" and "double 12", the online and offline activities should be promoted together with the strength. The most important thing is not to let consumers feel the difference between different channels.

Hu Gang called it "the shoppers who go shopping for Tmall", and then they could send orders to stores for distribution. In fact, not only orders were given, but more consumers were re found.

This is the main function of O2O.