BELLE Joins Shimonoseki'S Business Strategy Swing

BELLE announced that it had joined the sea scouring army, and its electricity supplier bought the Seoul Pavilion on the fashion mall, aiming at Korean brand clothing.

However, the environment is not good, once the "women's shoes king" Belle International Holdings Ltd (hereinafter referred to as "BELLE") life is not good.

On the one hand, the offline business is frequently closed. The first quarter of this year (March ~5 month) was further accelerated, with an average of one store per half day, on the other hand.

Despite the good performance, excellent shopping mall has not yet made profits.

Under the impact of B2C, such as Tmall and Jingdong, the BELLE of double line operation is not too small.

It also explains why BELLE is actively engaging in cross-border sports and apparel to fill BELLE's overall performance.

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BELLE's latest fiscal Yearbook in the first quarter (~5 March)

Data show that the number of retail outlets in the mainland has decreased by 167.

At the same time, BELLE's core main business footwear business and same store sales fell by 7.8%.

It also means that BELLE closes a store every half a day.

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In fact, BELLE shoe business has been weakening for some time.

In June 2014 ~8, the number of retail outlets in mainland China decreased by 56 in June 2014.

An average of less than two days will close a store.

Today, there is no improvement, only worse.

In the most crazy days of the 2011 store, the BELLE international averaged new 2~3 stores every day.

From horse racing to strategic contraction, women's shoes are also worried. Its stock price has dropped by nearly half of the historical high price of HK $17.86 after being listed on the Hongkong stock exchange.

Worse still, such momentum is hard to reverse in a short time.

BELLE chief executive and executive director Sheng Bai pepper has pointed out that the weakening of sales performance of footwear companies is mainly due to structural problems rather than cyclical problems. This phenomenon will not improve in the short term.

At the same time, this year's footwear profits will decline further, and the same store sales will also be worse than last year.

In addition, the performance of other women's shoes is also poor.

Daphne's first quarter (January ~3) report showed that the total number of its core brand outlets decreased by 14 to 6388, and the same store sales of core brand businesses fell by 15.9% on a year-on-year basis. Revenue in the first quarter of 2015 decreased by 8.93% compared with the same period last year, and net profit dropped by 27.36% over the same period last year.

From this point of view, although the number of BELLE stores is large, the decline in same store sales is lower than that of the other two stores.

The East is not bright, the west is bright.

Footwear industry is not performing well, but in the first quarter of last season, the same store sales of the company's sports apparel business increased by 12.4%.

As a channel trader, BELLE is an agent of many sports brands, including Nike, Adidas, Puma and CONVERSE.

In the first 14 months ended February 2014, the company reported a profit of 5 billion 160 million yuan, a revenue of 43 billion yuan, and an overall sports apparel business of about 42%, while Nike and Adidas accounted for 87% of the turnover of the company's sports apparel business.

The company has 6429 sporting goods stores in mainland China.

Sheng Bai Jiao also pointed out that in the past few years, the footwear business has helped the sportswear business, hoping that the sports clothing business can be helped in turn.

Swaying electricity supplier

If offline businesses, especially women's shoes, haven't had much hope in recent years, online business seems to give BELLE another hope.

In July 2011, BELLE entered the field of e-commerce, setting up B2C YOUGOU.

In November 2012, the strategy of promoting the platform of excellent purchase network was established in addition to the original Tmall flagship store. It has been settled in Dangdang (closed), Jingdong,

Shop No. 1 and other B2C mall.

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In 2013, in 2013, excellent purchase completed 1 billion 100 million yuan sales, becoming the largest footwear online shopping platform in China.

In the same year, the excellent purchase was renamed the excellent buy Fashion Mall, pformed to the fashion electric business, and began to expand from footwear to clothing and clothing category, introducing DKNY, Tommy, CK, Guess and other international brands, becoming one of the largest fashion suppliers in China.

But in the middle of this year, the excellent purchase network has undergone significant personnel changes. The general manager of the former BELLE electricity supplier, Xie Yunli, senior vice president of excellent purchase network and COO Zhang Xiaojun resigned, which cast a shadow over the next development of BELLE's electricity supplier.

The good news is that in 2014, the purchase amount of excellent purchase and BELLE electric business reached 2 billion yuan, an increase of over 80% compared with 2013.

By the end of 2014, sales of excellent mobile terminals accounted for nearly 40%, while sales of mobile terminals increased by 400%.

Recently, the person in charge of excellent purchase also said that the 2 companies continued to maintain a growth rate of over 50% in the first five months of this year, and realized profits for 3 consecutive months starting in March.

However, the excellent shopping mall has been making brand or swaying in the channel.

As for the relationship between BELLE and BELLE, it is a long time ago that Tang Xin, an advisor of the strategic industry research institute, has evaluated that BELLE is not a company that actively develops e-commerce. To a large extent, it is worried that competitors will make big e-commerce and passively respond. This determines that BELLE's sales pattern will not be broken under the principle of "offline" and "online".

In last October's BELLE performance conference, Sheng Bai Jiao was bluntly bluntly about the electricity supplier business "did not want to understand before, so far, it is still not very clear".

Against this background, it is obviously not realistic to expect the electricity supplier business to feed BELLE group in the short term.

An increasingly unneglecting reality is that under the joint constraints of market saturation, rising costs and persistent impact of electric business, the extensive development mode of women's shoes brand simply scale and assemble capacity and reduce costs is clearly not feasible.

Due to the relocation of a large number of large and medium-sized shoe enterprises, the processing channels for the survival of small and medium-sized shoe factories in China are shrinking and forced to turn into their own brands.

The brand of small and medium-sized footwear industry is rising vigorously with the help of the east wind of the Internet.

These Internet brands also undoubtedly have a greater impact on BELLE.

Because they are much faster in style and new generation.

It also caters to the fast food consumption demand of consumers.

Recently, the excellent shopping mall announced the cooperation with the Korean brand, and its Seoul station on-line operation, officially joined the cross-border electricity supplier ranks.

But from now on, BELLE's online and offline businesses are relatively independent and have not been implemented.

For this reason, Mo Daiqing, senior analyst of China Electronic Commerce Research Center, thinks that BELLE international should develop its business.

Situation, through mobile tools and social attributes to revitalize nearly two stores store resources, to achieve true online and offline integration.

But this integration is not only a channel, but also a comprehensive integration of supply chain, logistics system, marketing promotion and capital flow.