Women Shoes BELLE "Touches The Net" Line For "King" Difficult

according to the understanding of

"BELLE is sure to make e-commerce bigger and stronger. Specific measures will be announced in July and August. I can not disclose it now."

Xie Yunli said.

BELLE's current supremacy in the Chinese women's shoes market is temporarily unshaken, but with the following

Last month, BELLE International released 2010.

Although BELLE has handed in a good report card, some people in the industry believe that BELLE may not be able to maintain a strong momentum of development.

Li Peng, secretary-general of the footwear association of Asia, told reporters that the future development of BELLE and Daphne will probably slow down.

"The two companies will put a lot of energy into the expansion of the channels and the expansion of the market, which will inevitably be hamper in the aspect of shoes product design. Their design level is not the first tier in the shoe industry, and some rising stars pay more attention to intensive cultivation. In particular, Taiwan funded enterprises, which are good at integrating international resources, seize the high-end market of mainland women's shoes with a professional R & D and unique design, encroach on the market share of BELLE, and BELLE's expansion in traditional channels will likely encounter more and more resistance."

Li Peng said.

Department stores, especially middle and high-end department stores, are not as cold as BELLE in the past.

Li Peng said BELLE brand is now entering the high-end shopping mall in the first tier cities.

According to the feedback information from some department stores, BELLE and its brands occupy half or even 2/3 of the brand in some department stores and shoes, and have a larger voice. They often ask for favorable conditions with shopping malls, while department stores gradually realize that they can not rely too much on BELLE, and constantly seek new brands to supplement them. This is also beneficial to avoid homogenization competition with other department stores, and consumers' loyalty to women's shoes is not high. As long as new brand design is more innovative and quality assurance is more assured, new consumer groups will soon be cultivated.

Now, the brand of women's shoes both at home and abroad is constantly emerging, and shopping malls can choose more space.

By the end of last year, the number of self operated retail outlets in mainland China reached 11967, of which 8312 were self operated in footwear business.

In order to defend the supremacy of women's shoes, BELLE not only consolidates the advantages of its original retail channel, but also opens up new space from other channels. The rapid development of e-commerce has created an opportunity for it.

BELLE has established its own official shopping network, mainly selling BELLE's BELLE, Staccato, Teenmix and other brand products. Last year, its net sales revenue was about 100 million yuan.

Although this appears to be "insignificant" in the total revenue of BELLE group.

But BELLE obviously attaches great importance to the growth of this part.

Xie Yunli revealed in the "Tenth China (Guangzhou) International Footwear Exhibition" that the Group intends to invest 20% of its sales in Internet sales over the past 3~5 years, compared with less than 1% of its sales in this regard.

More and more traditional clothing and footwear brands participate in the development of e-commerce. Lining, seven wolves, Daphne and other enterprises have joined the camp.

However, at present, there is not a traditional clothing and footwear brand recognized as a very successful operator on the Internet sales.

Tang Xin, a consultant of the strategic industry research institute, said in an interview with our reporter that the traditional brand electric shock is often faced with the contradiction between hard line and offline coordination, and its network sales scale is difficult to expand.

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If BELLE wants to make a big sale, it will probably affect the original marketing system and disrupt the price of traditional channels.

To avoid the impact of online sales on traditional channels, we must achieve two points, one is unified price, the two is product differentiation.

Tang said that BELLE does not belong to the initiative to expand e-commerce, which is to a large extent worried about competitors to become bigger e-commerce and passive battle, which determines that BELLE will not break the pattern of "offline" and "online supplemented".

If the price is unified online and offline, network sales do not have an advantage, and BELLE's fashion oriented products are not suitable for Internet sales. The most popular products on the Internet are books, electronic products and some standardized products. It is very difficult for fashion women's shoes to be standardized.

As Tang Xin said, there are still many unavoidable defects in online sales of footwear products, such as product experience, especially women's shoes size, color and so on, which are prone to deviations, which is more fatal than other products' online sales.

In contrast, sports footwear and men's clothing are relatively easy to standardize.

In the beginning of e-commerce, the success of online marketing has made meticulous planning. Its focus is on sports and leisure products which are not very strict in size requirements, and the price is very close to the consumption price of net sales.

"BELLE accelerates online sales, it is necessary to develop new brand suitable for network characteristics, and try to make the net sales products close to standardization and popularization, but even so, the road ahead is not necessarily smooth sailing. It is very difficult to become a big Mac online."

Tang Xin believes that the traditional brand to do e-commerce, has not yet seen a very successful case, the problem is that these enterprises do not intend to copy the traditional channels more or less to the network sales, and offline management mode is not suitable for online, for example, the more retail outlets of the traditional channel grab, the better the traditional brand business practices are to join e-commerce websites everywhere. In fact, unlike a physical store, as long as a website can radiate the whole country or even the whole world.

"E-commerce websites are too scattered but not conducive to promotion. Network sales pay more attention to market segmentation and supply chain integration."

"For the time being, we can not see that BELLE has core resources and core technologies in network marketing, and its expansion may not be acceptable."

This is the prediction of Tang Xin in the next few years over the years of Internet marketing. He further analyzed, "at present, besides Taobao's platform, the platform is still relatively stable. Many shopping nets, including Vinci and Mcglaughlin, are likely to face the bottleneck of development in the future. On the one hand, the development of e-commerce is changing too fast, the new models emerge in an endless stream, and the competition is extremely fierce. On the other hand, many shopping network products are not focused now, and the market segmentation is not enough."