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BELLE Forces E-Commerce To Terminate Good Entertainment Licensing

2011/7/7 9:38:00 77

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BELLE E-Commerce Shoes

In July 1st,

BELLE

Joint venture footwear business website established with Baidu "

Excellent purchase network

"Formally launched operation, for the force."

Electronic Commerce

BELLE has recently terminated its original cooperation plan with B2C footwear, and suspended the licensing of its own brands such as STACCATO, BELLE and other women's shoes.

It is understood that good Le bought the original plan of the new BELLE STACCATO and BELLE shoes in June, and paid for the goods in advance, but the plan failed.

Holle bought CEO Li Shubin yesterday (July 6th) confirmed that BELLE has suspended the authorization scheme.

Chen Hu, vice president of Le Tao network, said that BELLE's introduction of this strategy would lead to its self isolation in the field of leather shoes. "In fact, this move will create great opportunities for other footwear brands and e-commerce websites to expand their market."

In fact, BELLE is also a domestic agent of Nike, Adidas and other well-known foreign brands.

According to BELLE's first quarter results in 2011, sales of footwear and sportswear in the same store grew by 22% and 17% respectively.

The number of shops increased to 12402, of which 8615 were shoe stores and 3787 were sportswear stores, with an annual increase of 25% and 28% respectively.

Chen Hu pointed out that as foreign brands have more channels of agency in China, it is difficult for BELLE alone to completely block other electric sports shoes channels. "BELLE's blockade channels, psychological warfare is greater than practical significance."

In this regard, Su Huiyan, an analyst with AI consulting, said that BELLE blocked the source of electricity suppliers, aiming to expand its own e-commerce brand through the advantage of offline.

This way is necessarily a short-term strategy, or it will last for six months to a year, and it will not be too long.

Su Huiyan pointed out that if BELLE fully implemented this strategy, it would create a lot of space for its competitors.

"For example, if BELLE buys the goods for good music, then it will be possible for Le Yue to buy products from its competitors Daphne on the website, and the same is true for other electricity suppliers."

Su Huiyan said.

At the same time, she said that the move to rely on BELLE as a purchase channel, and its products accounted for a larger proportion of the electricity supplier, in the short term will cause serious impact, some small and medium-sized electricity suppliers or will give up online selling shoes, instead of trying other categories.