"Invaders" BELLE Shoe Business Resurgence

A joint venture between BELLE and Baidu

BELLE's new footwear B2C excellent purchase network slogan "buy good shoes, superior purchase", products involving Adidas, Nike, K A P P A and other mainstream sports brands abroad and BELLE, Staccato, Teenmix, he and other famous women's shoes brand, from the product structure analysis, the platform is dominated by first-line brand, single product price is high, focusing on high-end footwear market.

In addition, the core management team of the excellent purchase network was also exposed for the first time. The website CE O was appointed by Zhang Xuejun, vice president of BELLE international.

In addition, Zhang Xiaojun, former vice president of fan Ke Cheng, will be the C O O of the online shopping mall, and Xu Lei, former vice president of Jingdong mall, will be the CMO of the online shopping mall.

Statistics show that Zhang Xuejun joined the online shopping mall in April 2011 and served as C E O.

Prior to that, he worked for Belle International Holdings Ltd from 2004 to April 2011, as manager of enterprise development department, assistant of C E O and vice president of BELLE international.

In 7 years, she participated in BELLE International's financing, listing, acquisition and merger, and the establishment of BELLE e-commerce team.

Zhang Xiaojun joined C O O in April 2011.

Prior to this, Zhang Xiaojun served as Amazon, served as senior product manager, director of marketing analysis and director of strategic planning. He joined all customers from 2008 to June 2010 as vice president of strategic planning and logistics. He joined CEO before he joined the excellent purchase network.

Xu Lei joined the excellent purchase network in April 2011 and served as C M O.

Previously, he served as Lenovo Group, good advertising network and joined the excellent purchase network before being vice president of marketing at Jingdong mall.

CEO Zhang Xuejun, an online shoe city, said: "the Internet business needs an independent internet background, gene and culture."

The Internet gene on the team is also one of the reasons why BELLE international focuses on buying online shoe city.

The integration of traditional industrial factors and Internet backgrounds will become an important direction for the development of B2C industry in the future.

According to AI statistics, there are more than 80 million users of footwear online shopping in 2010. It is estimated that the retail sales of Chinese footwear enterprises will reach 160 billion yuan in 2015, while the B2C of footwear sales in 2010 is still less than two hundred million.

The market share is too low.

The author believes that such a large footwear B2C market is enough to accommodate 3~5 excellent platforms coexist, positioning in the footwear subdivision of the B2C platform, because its differentiated positioning can also be highly competitive.

It is reported that from July 1st to mid July, the group buying activities of excellent buy network covers three categories of women's shoes, men's shoes and sports, involving international sports brands such as BELLE, Teenmix, France, Renault, and many famous fashion brands, including n I K E, p u m a and so on.

Excellent purchase network related person in charge said that the positioning of the purchase network is the B2C platform for shoes, clothing and fashion products of high quality, not group buying websites. The current group buying activity is just a series of marketing activities of the online shopping online.

Relevant responsible person said, the future purchase network business scope covers men's shoes, women's shoes, children's shoes, sports shoes, sportswear, bags, outdoor seven categories.

As early as 2008, BELLE has set up an official shopping website, Tao Xiu net, to get Baidu investment.

In 2010, the sales volume of Tao Xiu network was 100 million yuan, but it was negligible compared with the 23 billion 700 million sales below the line.

The trend of online shoe city competition is becoming increasingly fierce.

Chen Hu, vice president of Le Tao operation, once said, "who can make 1 billion of the footwear B2C first? Who is the industry leader?"

Le Tao said that the target sales target was 1 billion in 2011.

Prior to obtaining Tencent investment, the sales target was 600 million in 2011, and the target sales volume was adjusted to 1 billion after completion of the financing.