Domestic women's wear cross-border boom

In order to promote the consumption of retail physical stores, domestic womenswear brands have launched a cross-border boom in recent days. Following yesterday's crossover between Langzi and Shulang, Shanghai La Chapelle Fashion Co., Ltd. (hereinafter referred to as La Chapelle) announced that it had acquired a stake in the café operator TNPI to obtain a 20.75% stake in the company for US$3.75 million.

It is understood that TNPI has franchise rights to operate and manage Segafredo Cafe in Korea, Mainland China and Hong Kong. La Chapelle said that this investment can help TNPI expand its business opportunities in the Chinese market, while its own women's group plans to open Segafredo Cafe in retail stores in the future to enhance the customer shopping experience. In recent years, the luxury goods and apparel industry has launched restaurants, coffee shops and other businesses to enhance the user experience, even directly into the clothing store. However, as a clothing brand in the Mainland, La Chapelle was involved in this strategic investment. The first one. As the largest women's wear group in the country, La Chabel’s revenue in 2015 was 9.096 billion yuan, a year-on-year increase of 16.4%; net profit was 615 million yuan, a year-on-year increase of 22%.

However, it is worth noting that, despite the increase in offline sales last year, in the overall proportion, Lachabel's offline sales in 2015 decreased from the original 99.5% to 93.5%. At the same time, last year's same-store sales of La Chapelle also showed a decline. This decline reflects the lack of maintenance of mature stores. The industry believes that today, La Chapelle's test of water in a coffee shop in the clothing store, will play a certain role in maintaining the same-store sales and offline markets.

Under the general trend of slowing entity sales, domestic women's brands are trying to extend the industry chain through transformation and cross-border methods. Prior to La Chapelle, subject to declining performance, the domestic high-end women's wear brand Lanzi recently acquired two major medical brands, expanded the micro-plastic market, and promoted the "pan-fashion" medical beauty business layout to drive performance. In June of this year, another domestic women's brand Shu Lang adopted a cross-border strategy similar to that of La Chapelle, and cooperated with the O2O platform “e Liu Jia” to move nail services into offline stores in an attempt to generate clothing consumption. External value-added profits.