From the beginning of the store La Chaux-de Bell became one of the "double 11" big winner in 2015 Lynx.
According to data provided by Ali Baba, La Chapelle approximately 3.456 million of turnover became Lynx flagship store women's category ranked third, behind Uniqlo and Amoy brand Korean homes have clothes.
In fact, in the domestic apparel industry downturn and the rapid expansion of foreign fast fashion brands of the situation, La Chaux-de Bell Group maintained a trend of expansion. In March this year, La Chapelle released 2015 performance report shows that in 2015 the Group's operating income was 9.096 billion yuan, compared to 2014 increased by 16.4%, while the net profit grew by 22.2% compared with 2014 to 615 million yuan.
Euromonitor International data also show that the main brand of the same name in 2014 to La Chapelle beyond Bestseller's Vero Moda and Only, as the current domestic market share of the first women's brand.
Wang Yong, executive vice president of La Chapelle will grow thanks to the expansion and rapid growth of online retail network platform revenue. Rather than first knew La Chapelle is offline stores from its beginning. In 1998, La Chapelle brand was founded in Shanghai. But as more and more brands to open up channels of online, offline and Amoy brands to open stores, both of which are no longer entirely different.
This clothing company founded 18 years in 2014 has just set up its own electricity supplier team and settled Lynx flagship store, when the electricity supplier business accounted for less than 1%, but the year 2015 has reached 3%.
February 2015, La Chapelle spend 200 million acquisition-related e-commerce Co., Ltd. Hangzhou dark 54.05% stake, which is seven princess Amoy brand management company, which is listed on the La Chapelle in 2014 after HKEx The first single acquisition. On the first people Taobao was established in 2006 to seven princess should not be unfamiliar, it was one of the most successful Amoy brand with 2009 sales of 50 million, but the rapid growth to 150 million a year later.
In 2014, after La Chapelle listed on the HKEx, it needs to prove himself to the capital markets. Before shares seven princess, La Chapelle had himself set up a less than 20 people electricity supplier team, also specialized external operators to help companies build e-commerce, but the effect is not obvious.
"Because we were as a traditional retail business has not kept pace with the development of the electricity supplier thinking, do not understand Taobao operating rules of diversion, into which are not very clear." La Chapelle interface secretaries Mao Jian told news reporters.
So the thought of La Chapelle electricity supplier business to a more professional team to be responsible. The company took a fancy to seven princess, from the intention to eventually acquired for just three months. In terms of size, seven princess could be considered after the Amoy brand in Korean homes have clothes and Yan Man second echelon, but more importantly, it is not a traditional marketing model to buy traffic patterns.
"Seven princess very good use of the microblogging, letters and other social media, mainly dependent on this interaction between the fans and it established to provide products that customers need to provide them with better service, and have their own fans flow, rather than simply relying on the Lynx, Taobao platform. "Yong said," to do so regardless of their own products or do to help La Chapelle electricity supplier, paid Lynx advertising, traffic is very cost accounting low, well Amoy brand is able to control this ratio is maintained. we investigated seven princess, I found that it is the core of things. "
After the acquisition, La Chapelle immediately disbanded their original electricity supplier team, will all packaged business electricity supplier to seven princess. When the dissolution of the existing electricity supplier team, but also to La Chapelle seven princess who pick their own to leave, leaving only the result of a seven princess man.
Currently seven princess is La Chapelle subsidiary, but its settlement of related party transactions are paid operating costs, which is equivalent to seven princess became Bell pulled a carrier. Seven princess in Hangzhou team total of 200 people, divided two business, a brand is the operator of the original seven princess of the electricity supplier, the other is to help La Chapelle brands do electricity suppliers.
La Chapelle Lynx shop
In addition to the Lynx, La Chapelle also settled in Jingdong. "We are open, embracing all channels. Channels do not rule out some activities at individual time points, but from our perspective, we do not do any exclusive." Wang Yong told the news interface.
However, actively expand the online channel, while La Chapelle has not abandoned offline channels.
December 31, 2014 to December 31, 2015, the number of lines at retail outlets La Chapelle from 6887 to the 7893. One of the biggest market in Sichuan, followed by Henan, Jiangsu, Fujian and other provinces.
In Yong view, consumers are growing faster rate of growth is on the line, but from the perspective of the share, the bulk of all clothing companies or online. "The current point in time, the vast majority of consumers enjoy shopping and shopping. Our ratio of online resources to grow faster, but in absolute terms or more lines." Yong expressed.
Although total domestic women's industry market continued to decline, but La Chapelle judgment, this industry is to the good medium and long term, in line with a growing trend. Euromonitor International's data also showed that China's total women's market growth from 2010 - 14.9% and 2011 fell to the 2014--2015 years of 6.5%, but will rise slightly from 2015, 2015--2016 annual growth rate rose to 7.0 % over the next five years will rise to 7.6%.
As a result, La Chapelle think, according to the multi-brand, full Direct mode continues to expand, expand market share is more conducive to development of the company. And from 2015, La Chapelle also adjust the direction of expansion, shrinking the size of the network in the traditional department store channel in steering mall shop, will focus on multi-brand packaged into a shopping center.
Wang Yong said the whole Direct mode certainly has the burden of costs associated with the management, but the company believes that greater benefits. First, the control channel is controlled entirely by the company, the new brand launched by the company to control the rhythm. After the company reaches a certain size, the more full-Direct, the more able to enjoy the benefits of scale. And such company with products in direct contact with consumers, the first time the company to reflect the style of which sold well, which is not good, a good grasp of inventory.
"In the current economic environment, the whole FMCG industry faces slowdown this problem. However, women are better than men, after all, a greater demand for women, women pay more attention to the upgrading of clothing. Come to La Chapelle said that as a listed company, same-store sales and other business data will be more valued. more stores now definitely have an advantage, but in the end is hard to predict how much advantage, depending on the enterprise business strategy after the different development can scale into advantage or disadvantage. "Euromonitor international apparel industry analyst Huo Jing told the news interface.
La Chapelle La Chapelle Sports sports line advertising
In fact, in recent years, luxury brands appear closed shop tide, but including fast fashion, including mid-market brand as a whole is still expanding, from department stores to shopping malls, from line to line has become the development trend of the industry. La Chapelle targeted at mid-market, in fact, in some ways like a fashion brand - although its update cycle is not fast enough, but in terms of price and so is close ZARA, H & M and other fast fashion brands.
This also means that, with the expansion of La Chapelle, certainly the fast fashion brand with direct competition.
Originally the focus of expansion La Chapelle and other local brands in the four-tier cities, as of December 31, 2015, La Chapelle retail outlets accounted for 10.0% in first-tier cities, second-tier cities accounted for 37.3% and third tier cities accounted for 27.2% other cities accounted for 25.5%. The fast fashion brands mainly concentrated in the cities, but with the gradual saturation of first-line market, ZARA and other foreign brands have begun to channel sink.
ZARA and H & M's visibility in low tier cities not previously have the advantage, but the time and information dissemination will solve the problem, coupled with the development of online sales channels, so that foreign fast fashion brands have begun to recognize the consumer by the low-tier cities know.
"In the first-tier cities, fast fashion brand dominated." Huo Jing said that after all the brand recognition, clothing fashion degree, replacement rate, number of stores, the foreign fast fashion brands have more advantages. However, in low-tier cities, domestic brands is still more acceptable to consumers.
Mao Jian also held a similar view. "ZARA, H & M and other brands in a second-tier cities have inherent advantages, but in the four-tier cities, the public environment is different, the public aesthetic is also a difference," he said, "ZARA these fast fashion brands mainly open in the mall, the store an area of high demand, but many county-level city's largest downtown shopping mall may not be met, so from the channel, they are in three or four lines of urban development is restricted, while La Chapelle can shop 60 meters , and sometimes just a counter in the mall. "
From the style, the current ZARA brands for low line market consumers have become too fashionable, actually more like basic models or popular Uniqlo flagship such basic models of the brand.
For example, you will see a transparent lace camisole or halter shirt ZARA, but La Chapelle will not have such a bold style. In order to meet the major aesthetic market, La Chapelle to their own position is "public fashion", that is a piece of clothing to meet the needs of all types of people, better fitness wear.
In fact, La Chapelle has hired over Europe for its designer brand Molly Phil accordance with the trend of European and American style designed clothes, but sales results appeared difficult issues, the market response is very good. The company ultimately decided in accordance with the Chinese public preferences to design, type version, the choice of fabric are more localized.
However, the aesthetic consumer is not static. Especially in the case of fast-fashion brand channel sink rapidly, consumers will sooner or later be a good education, then La Chapelle will face even greater challenges. As many local clothing brands have faced - the lack of innovation in product design, brand aging.
Usually we think of the clothing brand personality and recognizable is the key to stand out, however, Wang Yong believes that the more personalized brand more easily and old, but more for a broad area popular brand vitality may be longer.
"The real personality, like this punk, is a small group of people. Now fast fashion brand, the number of each garment are not many, so consumers buy, with a lot of people are not the same, but the style itself is still large some people to accept. "Yong expressed.
In order to allow the brand to win more young consumers, had little advertising marketing campaign La Chapelle learning seven princess, in February this year hired a professional team, dedicated to Internet marketing, including the use of the Internet and consumer interaction. However, specific programs still under planning, how effective need to wait for the market test.
