La Natsu Bell Pledge "Burst Warehouse"! La Natsu Bell Understands The Status Quo And The Trend Of The Clothing Industry.

China intelligence network news: a few days ago, La Natsu Bell, the first domestic A+H share listed clothing company, announced that the proportion of the controlling shareholder Xing Xing Xing's equity pledge was "close to 100%, and it has constituted a breach of contract". According to the announcement, xingjiaxing holds about 142 million shares of the company directly, accounting for 25.91% of the total share capital of the company, accounting for 42.62% of the total A share of the company. From November 2017 to June this year, Xing Jiaxing has mortgaged the shares held to Haitong Securities for the 6 time.

Why does the national dress "La Natsu Bell" go to the road of explosion? This paper sorts out the current situation of La Natsu Bell's management and the trend analysis of the future garment industry, with a view to bring a certain reference to the readers.

First, La Natsu Bell has many brands. Unclear positioning

In the clothing industry, La Natsu Bell was once a representative of civilian fashion. La Natsu Bell is a multi brand and all channel fashion group positioned in the mass consumer market. Since 2011, the company has adhered to the development strategy of multi brand differentiation, and has deepened the consumption demand of the domestic fashion market by accelerating brand development and deepening the layout of channels. Before 2011, the company only had La Chapelle, Puella, Candie 's three women's clothing brands, and the number of stores was 1841.

In 2012, the company put forward the development strategy of "multi brand and direct operation" based on the market competition and its own business base and core competencies (brand and channel influence, supply chain organization capability, etc.), and launched 7m and La Babit Er two women's wear brands, and launched three POTE men's and JACK WALK, MARC ECK, and so on.

Since 2015, the company has basically ceased its new brand, mainly through investment cooperation to develop new brands, so as to form a separate location and independent development with the existing brands of the company. In the past three years, it has owned or launched Siastella, OTR, GARTINE and other brands through holding companies, and has gradually supported or participated in the development of Maira Luisa, Tanni and other brands through joint ventures and equity participation.

But for La Natsu Bell, the big shop mode under low Ping efficiency is a burden. La Natsu Bell has a lot of similar stores in the country, but when he enters the shop, he looks at it repeatedly. In addition, most of the stores are multi brand shops, men's clothing and women's clothing, but there is not much difference in consumers' experience, but different brands are different labels, but the products tend to be homogeneous. For consumers, the biggest feeling is that the sub brand positioning is not clear, which has distracted La Natsu Bell's audience approval.

Source: La Natsu Bell, China Business Research Institute