La Natsu Bell: Electricity Supplier Channel Change Is Efficiency

Among the top ten companies in China's clothing companies, La Natsu Bell is the only group with direct operation and multi platform operation. By the end of the first half of this year, La Natsu Bell's total direct shop has reached more than 7100, covering about 2200 department stores and shopping centers, with 10 sub brands already under its banner.

La Natsu Bell plans to increase the number of stores in each brand this year. The total number will increase by 1500. By 2016, the number of stores will reach 10000.

Wang Yong said that La Natsu Bell can achieve today's achievement mainly by learning the GAP, ZARA and H&M models and taking full direct operation and multi platform operation, which will also be the future of the clothing industry.

Among the largest clothing companies in the world, ZARA and Elena, which are mainly women's clothing, are all over one hundred billion RMB, including UNIQLO in Japan, ZARA in Europe and GAP in the United States. Their unified characteristics are direct channel and multi platform operation. Wang Yong said.

　　 La Natsu Bell It started late and did not officially enter until August 2014. Tmall 。 It is reported that before this, La Natsu Bell brand clothing online sales have reached 300 million to 400 million yuan.

Through O2O operation, La Natsu Bell opened online orders and 300 stores under the line, allowing nearby stores to match delivery.

By the first half of this year, La Natsu Bell's Electricity supplier sales The proportion increased by more than 3 points from 0.1 percentage points last year. Although the electricity supplier has become an increasingly important channel, Wang Yong said that the scale of a single clothing brand on the line is hardly more than 500 million yuan.

As a garment company, from 1 billion scale to 5 billion and 10 billion scale, it is necessary to experience the process from design to production, and then to consumers. The essence of online and offline channels is also the same.

Wang Yong said that the Internet is changing efficiency. On the one hand, La Natsu Bell's designers and salesmen communicate with customers through the Internet, making it easier to know what consumers need, and feedback from users will be reflected in the design of products. La Natsu Bell's spring clothing this year is to interact with consumers after the pre-sale, this is an essential change.

On the other hand, reflected in the upgrading of the supply chain, through the integration of Internet technology and ERP, La Natsu Bell has now communicated with suppliers, and the data of more than 1000 Direct stores can be timely grasped, so as to monitor inventory level for the first time.

Wang Yong revealed that La Natsu Bell's goal will still be in the Chinese market, because UNIQLO has proposed to rebuild a billion or hundreds of billions of UNIQLO stores in China, which shows that China's market is big enough.