It has only been half a year since the company name was changed from Shanghai La Chapelle to Xinjiang La Chapelle. *ST La Chapelle (SH: 603157) announced yesterday that it plans to change the company name to “Yixin Group Co., Ltd.” New projects will also be added to the business scope.
La Chapelle said that this move is intended to enhance the brand image and support the brand’s online licensing business.
La Chapelle stated in the announcement that in order to accurately reflect the company’s strategic plan for multi-brand development and more effectively realize brand value and brand image management, combined with the company’s reliance on new retail Reform and develop brand online licensing business needs, and support the development of the company’s brand online licensing business.
The company plans to change the company name from “Xinjiang LaChapelle Fashion Co., Ltd.” to “Yixin Group Co., Ltd.”, and the company’s English name will be changed from “Xinjiang LaChapelle Fashion Co., Ltd.” ,Ltd” to “Yi Xin Fashion Group Co.,Ltd”, and at the same time, the company’s business scope is changed according to the current business needs.
The announcement shows that the company’s business scope will add Internet of Things business, information system business, Internet data business, brand management, enterprise management information consulting, electronics business to the regular projects of the original clothing enterprise. New projects such as business technical support, exhibition and display services.
At the beginning of this month, La Chapelle issued an announcement stating that due to the company’s full implementation of the “shrink” strategy since 2019, The resources that can be invested are more limited, which will impose certain restrictions on the development of online business. The company’s online business model will be adjusted to the “brand authorization + operation service” model.
The scope of online brand licensing covers all its brands. It will first focus on the licensing business of women’s clothing categories, and will gradually expand into other categories such as men’s clothing, children’s clothing, and home furnishings based on business progress.
As to whether the group name change means that the company will adopt different brand strategies online and offline, the reporter called La Chapelle.
The relevant person in charge told reporters that this change is only a change of the group’s name and does not involve a change in the brand’s operation methods, nor does it include a separate registration of a new trademark around “Yixin”. Plans for offline operations. </p
