La Natsu Bell And Tmall Cooperation, Financing Force New Retail IPO Sprint A Shares Power

3 shocks to IPO in 6 years.

At last it came true.

According to the world clothing shoes and hats net, in September 25th, Shanghai La Natsu Bell

Limited by Share Ltd (Stock Code: 603157) is listed on the main board of Shanghai stock exchange.

According to the announcement, the total issue of 54 million 770 thousand A shares, the issue price of 8.41 yuan, raised a total of 460 million yuan.

The opening price rose 44%.

Xing Jiaxing, founder, was born in 1972. He had many years of work experience in the clothing industry before he founded La Natsu Bell in 1998.

At present, he is the controlling shareholder, the actual controller, and the chairman and CEO of the company. His shareholding ratio is 28.78%. Meanwhile, Shanghai and he Xia indirectly control 9.17% of the shares through concerted action to control 37.95% of the shares.

In fact, La Natsu Bell's A share path is rather bumpy.

As early as 2012, La Natsu Bell sprint A shares, but half-way half-way, in 2014 to fight for Hong Kong stocks in 2014, raising HK $2 billion 200 million.

It was not until several years later that it returned to the A share market.

According to reports, in 2016, La Natsu Bell's revenue was 10 billion 233 million yuan, an increase of 12.5% over the 2015 year and an annual profit of 572 million yuan, down 13.1%.

In addition, La Natsu Bell's online revenue reached 1 billion 40 million yuan, and online revenue grew by more than 70% based on Tmall.

Performance has become the biggest bright spot.

In recent years, La Natsu Bell has been in deep cooperation with Tmall on the way to find new growth points, and new retail has become the biggest imagination of A shares.

Copy ZARA

From 1992 to 1994, Xing Jiaxing, 20, served as head of business in Fuzhou Sophie Fashion Co., Ltd., and worked as a business director in Shanghai Best fashion company from 1995 to 1996.

When he was designing a brand, his experience in France inspired him.

Prior to that, Xing Xing lived in a small French Street. The street was named La Chapelle (Chinese called La Natsu Bell).

He thought that perhaps French fashion culture could be incorporated into Chinese fashion design.

On the other hand, there were many ladies' brands in the domestic market at that time, but there was not much understanding of women's consumption and aesthetics.

As a result, xingjiaxing further subdivided into less lady's dress, with a 25-30 year old age.

But at the age of 26, Xing Jiaxing started the way of entrepreneurship. In 1998, the La Natsu Bell brand was founded in Shanghai.

In 2001, xingjiaxing formally established Shanghai Xuhui La Natsu Bell Garments Co., Ltd., with a registered capital of 500 thousand yuan, and investor Xing Xing Xing and Wu Jinying held 90% and 10% shares respectively.

The French fashion of inspiration is also permeated with subsequent fashion design.

At first, La Natsu Bell had only two or three designers, and his style was limited.

In the second year, xingjiaxing began to lead the design team to explore the market in Europe and America, not only capturing the fashion trend, but also learning the mature brand operation mode.

From the agent system of dealers, La Natsu Bell expanded rapidly in a short time.

However, Xing Jiaxing has a premonition of the possible drawbacks of this model, such as uncontrollable channels and long profit distribution links.

Therefore, after touching the fast fashion mode represented by ZARA, he decided to copy, change the original mode of operation, increase direct outlets, and lay out a second tier market.

Today, La Natsu Bell has 9066 offline retail outlets, almost all direct camp mode.

ZARA's inspiration not only lies in the channels, but also in the rapid response to style, design and trend.

"If there are fashion shows in Paris, the relevant information will appear in our mailbox within second days."

Xing Jiaxing said in a media interview earlier.

In February 2008, La Natsu Bell won the first institutional investment, from Nanjing Jin Lu Clothing Co., Ltd. 10 million yuan.

After that, a more famous financing came from La Natsu Bell's investment in GOOD FACTOR (the four phase fund of Junlian Capital Management Co., Ltd. was set up for limited liability company invested in La Natsu Bell) in July 2010, and the latter became the second largest shareholder in the year of second.

However, in April 2017, GOOD FACTOR sold all its shares and was no longer La Natsu Bell shareholders.

Multi brand development and broadening investment fields

Similar to most domestic dress Brand Company's development path, La Natsu Bell also opened multi brand strategy.

Since the beginning of 2010, La Natsu Bell has launched several complementary new brands such as Candie's, La Chapelle Kids, 7m, La Babite, POTE, and so on.

At present, La Natsu Bell owns a number of private brands, including La Chapelle, Puella, 7m, La Babite, Candie, s, JACK WALK, Pote, JACK, etc.

In addition, through external holdings or participation, La Natsu Bell added a number of clothing brands, including OTR, OTHERMIX, Siastella, Tanni, Maria Luisa, NN, Mum Meet Me, Kin and sardni, etc.

Although these new brands are still in continuous investment stage, they maintain normal growth.

Among them, OTHERMIX/OTHERCRAZY is known as the brand name of the seven brand, and started in Taobao.

In 2016, the brand revenue was 363 million yuan, up 50% from 235 million yuan in 2015.

In 2015, La Natsu Bell launched the brand upgrading plan for the oldest LaChapelle.

First, the sub card La Chapelle Sport was renamed Puella, La Chapelle Homme menswear brand upgrade was renamed Vougeek, in addition, it upgraded the brand logo design, product development and decoration style.

La Chapelle and Puella, as the first brands to be launched and nurtured by the company, are still important sources of income for the time being and for some time to come.

As of June 30, 2017, the number of two brand retail outlets has reached 1861 and 2092 respectively.

On the brand of foreign investment, La Natsu Bell is also expanding the investment field, extending to the whole life style and crossing the Internet.

Especially after the second half of 2016, La Natsu Bell made frequent moves.

In 2016, La Natsu Bell invested in TNPIHKCo, Limited and got the franchise in South Korea, China and Hongkong to run and manage the coffee shop under the Segafredo brand.

At the same time, it signed an investment agreement with a man's clothing supplier, Shanghai penson Industrial Co., Ltd.

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In February 2017, La Natsu Bell launched again, less than ten million yuan to invest in BeCool's brand entity "Dora dream" -- a female garment rental business platform.

Traditional clothing brands, which have many years of experience in brand retailing, may also be looking for new growth points.

This investment is a test of the new business model that emphasizes the rental platform for women's clothing.

"In 2017, we will invest more in mergers and acquisitions, participate in industry integration, and invest in the large consumer industries."

The report shows.

Two months later, La Natsu Bell subscribed to Inmix's parent company, Beijing Ming Tong, 1 million 74 thousand and 500 new shares, priced at 13.96 yuan per share, and the total cash price was about 15 million yuan.

In recent years, the sales volume of Inmix on Tmall platform has been firmly on the TOP list of glasses category. At the same time, Inmix opened up the glasses market last year.

La Natsu Bell maintained a steady pace of expansion last year.

By the end of last year, retail outlets had increased to 8907.

This will help Inmix brand enhance its offline retail market penetration.

On the other hand, Inmix will also help La Natsu Bell enter the market of the high margin glasses and enrich its product portfolio.

In the next three years, 3000 new stores will be opened.

According to the latest semi annual report, in 2017, 1-6 months and a month, La Natsu Bell realized operating income of 4 billion 280 million yuan, an increase of 6.89% over the same period last year, and net profit after deducting non recurring gains and losses was 242 million yuan, down 6.50% from the same period last year.

And from the semi annual reports released by several clothing brands, the new retail business change is driving the garment industry out of the downturn in the past few years.

Driven by the new brand and the electricity supplier, Taiping bird group earned 2 billion 814 million 800 thousand yuan in the first half of the year, an increase of 12.72% over the same period last year.

The retail sales volume of electricity providers was 758 million 900 thousand yuan, up 37.82% over the same period last year. Hai Lan's home grew more significantly, with a profit of 9 billion 253 million yuan during the period, an increase of 5.59% over the same period. The net profit attributable to the shareholders of the listed company was 1 billion 875 million yuan, up 5.77% over the same period last year.

At the same time, Hai Lan's home and Taiping bird have formally signed new retail strategic cooperation with Tmall.

The recently released prospectus shows that La Natsu Bell's financing will also be mainly used for the preparation of "retail network expansion project" and "new retail information system construction project".

La Natsu Bell plans to further promote the O2O strategy, open up offline and online retail channels, and improve the full channel sales system.

It is reported that in recent years, La Natsu Bell added new stores did not stop, all the way up to more than 9000, after the listing of raising funds, it is planned to add 3000 in the next 3 years, and these shops will no longer be traditional stores, but really based on online and offline interconnection of new retail stores.

As early as August 2014, women's clothing brand La Natsu Bell began to explore new retail.

In 2016, La Natsu Bell began to implement the RFID (wireless RFID) scanning code system, equipped with "identification code" for each garment, and carried out the flow tracking of single item clothing from factory to warehouse to store.

In October of this year, all of La Natsu Bell's stores had the capability of full channel delivery, and opened new businesses such as full channel member management and intelligent matching.

In the view of Sheng Yiwei, general manager of La Natsu Bell, the new retail system needs to constantly optimize the basic functions, expand and improve member management, payment management, member portrait and so on.

These intelligent information systems are the foundation for creating smart stores.

At present, in the building of smart stores, La Natsu Bell has collaborated with Tmall's extraordinary fashion brain in the intelligent matching project, which provides intelligent matching algorithm, docking technology and other support to provide professional collocation services for consumers.

In addition, with the full development of the commodity through sector, members and other aspects will also be launched soon after the stabilization.

"This can effectively increase the joint selling rate of stores, and the shortage of goods will jump to Tmall platform to increase sales opportunities and inventory turnover.

More importantly, the brand will understand consumers better, get consumers' clear and perfect portrait, thereby affecting a series of supply chain links such as goods development. "

Sheng Yiwei said.

During the 618 period of this year, consumers can add shopping cart by scanning barcode on clothing, such as European time and UNIQLO stores. The conversion rate is 80%, and the conversion rate is over 15%. At the same time, the platform will also provide related products to create opportunities for improving the unit price.

Optimizing supply chain management and operation informatization is also the focus of 2017.

The three warehousing and distribution centers in Taicang, Chengdu and Tianjin will achieve nationwide distribution of goods, and automated stereoscopic warehouses will also be put into operation in order to improve the storage efficiency of goods.

And through the construction of these infrastructures, the O2O of all channels will be further optimized.

More interesting reports, please pay attention to the world clothing shoes and hats net.