La Natsu Bell: "All Direct Battalion" Becomes A Powerful Weapon For O2O.

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According to the 2015 earnings report, group revenue and operating profit in 2015 were 9 billion 96 million yuan and 828 million yuan respectively, representing an increase of 16.4% and 12.9% respectively compared with 2014.

Net profit in 2015 was 615 million yuan, an increase of 22.2% over 2014.

Among them, online platform sales grew most rapidly, and sales increased rapidly from 37 million 610 thousand yuan in 2014 to 589 million yuan in 2015.

La Natsu Bell's announcement also indicates that the expansion of the group's retail network and the growth of online platform revenue are the main reasons for the revenue boost.

Constrained by the weak 2015

China's clothing retailing industry must face the pressure of channel expansion and high storage and so on, and face the international fast fashion big and close.

In the difficult industry, how did La Natsu Bell break out of the "Chinese version of ZARA"? How can it overcome the bottleneck of management mechanism, which is rooted in the whole direct camp mode and the characteristic "shop partner system"?

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 whole direct camp mode of La Natsu Bell test water business providers.

There are inherent advantages: first, the layout of the store can be realized in the store, and the new and synchronous activities on line and offline will be synchronized with 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.

The old battalion mode, which was not favored, has now become a powerful tool to get rid of online and offline double line business and promote online and offline integration.

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.