Why Is La Natsu Bell Developing The Store Next Door So Vigorously?

One year on the Hong Kong stock market, La Natsu Bell, who has been trying to return to A shares, has finally made a solid step on the way to the market. Recently, La Natsu Bell's A share listing prospectus shows that in the next three years, the company plans to build 3000 more direct retail outlets on the basis of the existing 7147 retail outlets.

Prospectus shows that La Natsu Bell's landing on the A share capital market plans to raise 164 million yuan, of which 155 million yuan for the expansion of the retail network construction projects, will open 3000 more including shopping malls, exclusive stores, including Retail outlets 。 As of the first half of this year, La Natsu Bell's retail outlets have reached 7147. This means that in the next three years, there will be tens of thousands of stores, which are rare in Chinese garment enterprises.

In response, La Natsu Bell, Director Mao Dong, told the China Daily News reporter: "online shopping is still our main selling channel, so every year we have to do some shopping malls, department stores and so on. Shopping Mall Expand. In the future, it will reach 10000 stores and share them equally with the 10 brands of the company. Each brand has only 1000 stores, which is not a big scale in the Chinese market. "

It is noteworthy that La Natsu Bell's retail outlets have adopted a direct mode of operation, which may have pressure on inventory and capital. Mao Jian explained to this that one of the advantages of direct operation is that it can be controlled. Stock Compared with other agents, La Natsu Bell's inventory is visible. As for funds, we will open 1000 stores to 1500 stores a year, of which the cost of land rent is the largest expenditure, which needs 400 million yuan to 500 million yuan. But these funds do not have much pressure on the company.

However, there is a disadvantage in the way of direct camp. Mao Jian said: "all stores are directly run, so enterprises need to take the overall strategic vision to see the future market, but not like agents, maybe because of the market environment is not good, do not operate. In the future, the consumption environment is changing too fast, and consumers are changing too fast. "

It is understood that as of the first half of this year, on the basis of the two brands of La Chapelle and Puella, La Natsu Bell also launched 6 brands, such as Candie, s, 7.Modifier, La Babit, Vougeek, POTE, La La, etc., covering women's clothing, men's wear, children's wear and other fields. Recently, La Natsu Bell also launched the fast fashion brand US (UlifeStyle) and bought Menswear Jack Walker, making the number of its brands increased to 10.

However, the two brands of La Chapelle and Puella still dominate, and the two brands account for 61.47%. "La Chapelle single brand has only more than 1900 stores, compared with larger Only, VERO MODA, clothing and love brands, there is still a certain gap. Only, VERO MODA single brand shops in about 3000, sales at 10 billion yuan up and down.

The semi annual report shows that in the first half of this year, La Natsu Bell's revenue was 4 billion 225 million yuan, an increase of 20.4% over the same period last year, and its profit was 379 million yuan, up 13.95% over the same period last year. It is understood that the growth of its performance depends mainly on the expansion of retail outlets. It is not hard to see that La Natsu Bell hopes to further improve the performance by adding 3000 outlets.