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    "Arrogant" BELLE Online "Power"

    2011/9/19 10:50:00 69

    BELLE Shopping Online Shopping

    Online "right collection"


    At present, the best purchase target is to strive to enter the top three days of footwear B2C website this year. Order Volume exceeded 5000 copies, realized profits in 3 years, and realized revenue in 3-5 years, accounting for 5%-10% of BELLE's overall business.


    "Money is not a problem. The key is how to improve performance," he said. Wang Li said frankly, BELLE's "burn money" e-commerce has more power and pressure.


      No retreat.


    AI consulting statistics show that in the second quarter of 2011, the scale of China's online shopping market reached 179 billion 200 million yuan, an increase of 76.7% over the same period last year. According to industry sources, China's footwear B2C has more than 400 billion yuan market share, and only 2%-3% has been developed.


    As a result, all kinds of capital began to gradually break into the semi standardized product of shoes and set foot in the layout. In 3 days, Tencent made up its mind, made 50 million rounds of money to buy the third round of financing for the outside world, Alibaba invested $15 million in name stores, and another B2C platform, Le Tao, also received olive branches from several investment sectors such as Tencent, Baidu, Alibaba and so on. At the same time, Daphne, Lining, seven wolves and other traditional clothing footwear brands have spent the controversial stage of doing and not doing, opening up e-commerce to the second battleground.


    In fact, "BELLE has seen a crisis, so we need to find new breakthroughs, otherwise it will be difficult for us to make breakthroughs." Wang Li believes that the more successful BELLE has done in its original business, the greater its pressure. After all, listed companies need beautiful reports, requiring strong annual growth and single store growth. However, "it's hard for BELLE to do this. From this year's BELLE's frequent efforts in Tianjin's Le bin department store, we can see that its performance pressure is very high."


    Li Peng, Secretary General of the footwear association of Asia, has similar views. In his view, BELLE's energy is bound to be tied up in channel expansion and market expansion. product design Energy. In the complicated situation of Taiwan funded enterprises, which are good at integrating international resources, relying on professional R & D and unique design to catch up with the high-end market of mainland women's shoes and nibble the market share of BELLE, the development speed of BELLE will probably slow down in the future.


    In the 2010 annual report, BELLE clearly pointed out that for the more mature footwear brands and first-line sports brand business, the next step is to expand the shop network development in the low permeability two or three line market.


    It is not difficult for BELLE to sacrifice such a move. With the promotion of urbanization and the rising consumption capacity of the two or three tier cities, domestic commercial channels and brand sinking have become a medium and long-term strategy for enterprises to expand. Moreover, department stores, especially high-end high-end department stores, are not so respectful of the strong BELLE as they used to be. To some extent, BELLE brand has become difficult to enter the high-end shopping malls in the first tier cities in the current market environment.


    In any case, compared with the dominance of the front-line market, BELLE has lost its momentum in the process of channel sinking. Take women's shoes on Saturday as an example, although it can not compete with BELLE in the first tier market, most of the women's shoes in the first tier cities occupy 7-8 counters, but only 1-2 counters on Saturday. But in the two or three line market, the gap between BELLE and BELLE in the development opportunities and resource acquisition is gradually narrowing. Many new shopping arcade channels are left to BELLE's 4-5 counters in the women's shoes brand investment, and at the same time, they are allocated to 3 counters on Saturday.


    "If it's a second tier brand, its offline business itself is still growing in scale, and it is still striving to catch up with the first-line brand, so there is no special incentive to do business," said BELLE, which is the first ten or the top five of the industry TOP, and the more electronic commerce is needed. Liu Hongjiao said, Cheng, the icing on the cake; defeat, nor hurt the muscles and bones.


      Business ambition


    "BELLE is a traditional enterprise. Electronic Commerce Enterprises with the largest input power. Li Zhongwei, President of ShopEx, who provided the whole network e-commerce solution for BELLE, and helped develop its network distribution channel, told New Financial reporters that BELLE, which invested heavily in BELLE, had high expectations for e-commerce business. "Blending 2 billion is not just for the turnover of 200 million, but has higher expectations."


    As Li Zhongwei said, at present, the best purchase target is to strive to enter the top three of the footwear B2C website this year. The daily orders exceeded 5000 copies, and realized profits in 3 years. The revenue in 3-5 years accounted for 5%-10% of BELLE's overall business. This means that even if the minimum limit is calculated by 5%, the contribution of excellent purchase needs to reach 1 billion 190 million yuan in order to meet the total revenue of BELLE's 23 billion 700 million yuan last year. According to the growth rate of BELLE 20%, the target of excellent purchase will be between 20-40 billion yuan.


    Up to now, the order of the best purchase day is about 1500-2000 orders, and its PV value has exceeded 800 thousand. "This means that the best purchase now has a retail scale of nearly 100 million yuan." Liu Hongjiao has made an account of the new financial reporter. It is a successful suning.com, known as the 2 billion retail scale and the traditional enterprise turning to electronic commerce, which has been launched for a long time. So far, PV and UV (independent visitors) are only 5 times the excellent purchase. Considering that the price of suning.com customers is almost 5 times that of the excellent purchase, the retail scale of the excellent purchase and retail business has nearly exceeded 100 million yuan in just a few months.


    Even so, the target of 20-40 billion is still slightly exaggerated at the moment. But it's not empty talk.


    As early as in 2008, BELLE dropped its first chess piece on its electronic commerce game, which had been hesitant for two or three years, and registered a special e-commerce company, the Nanshan shoe industry (Shenzhen) Limited Nanshan Branch. After that, Li Gang Nanshan Branch operated 11 flagship stores of Taobao mall, and operated its own independent e-commerce platform, Tao Xiu net.


    In 2009, BELLE built Tao Xiu net and invested 600 thousand yuan a month to start Independent E-commerce. From the initial sale of the tail cargo to the normal sale of products, we gradually expand the category and brand. By June 2010, BELLE's online sales had exceeded 10 million yuan per month, and the conversion rate of the website reached 2%, with almost no advertising input. Dangdang and excellence took ten years to achieve this figure. Before the integration of BELLE e-commerce business, BELLE has opened 11 direct outlets, 100 franchisees, and many B2C distributors in Taobao, Dang, Jingdong, Le Tao and so on. The network pattern is spreading in all directions.


    "These are just a series of continuous" intensified payments "by BELLE. It will not let the whole enterprise get involved in it without trying the water temperature. Li Zhongwei said that after exploring the depth, BELLE would give the banner of the excellent purchase network.


    With the emergence of excellent shopping, Taoxiu has been officially merged, and panxiu members migrate to the online shopping mall. However, the cooperation plan, which was originally bought with good music, was more or less affected.


    It is worth mentioning that BELLE's "abandon" partner and competitor's strength should not be underestimated. Yue Yue and Yue Tao's monthly visits are much higher than those of BELLE, which is also among the top third party data rankings. How much opportunity cost does BELLE choose to make way for its own channels?


    "At present, BELLE will not cut off from other B2C platforms, because it has to continue shipping." In Liu Hongjiao's view, BELLE is taking the "online" as the "offline" operation, the excellent purchase is its own direct platform, Taobao, good Lok and so on are cooperative stores. This is nothing more than a "right to take" behavior, a kind of control behavior. The purpose is to better sell and gain more profits. The real core of multi-channel online is the control of the price system. As long as the price system can be controlled well, no matter what way consumers buy, BELLE will eventually benefit. {page_break}


    "I am more worried about team integration than tactical level." Liu Hongjiao said, absorbing foreign aid is important, but this means that the new team has both the traditional hundred people, by exploring the electronic commerce to the present senior patriarch, also has the new pure Internet enterprise, "burning money" comes from the traditional e-commerce strong support. Whether we can truly integrate and achieve a smooth transition is the key issue to implement the strategy of BELLE and its implementation.


      "Turbulence" under the line


    Compared with the ups and down of online business, offline business is inevitably somewhat sad and turbulent.


    Faced with the great advantage that the traditional core business can not be overtaken in a short time, BELLE has gradually extended its tentacles to more diversified directions. Not only do we plan to increase the average price of footwear products with an average price of about 200 yuan, but also fight down the low-end mass market, and invest in R & D of Jia Dazhong's high-end men's shoes products to enhance market share. At the same time, children's clothing business has been put on the agenda by BELLE.


    "Because BELLE is developing in the right direction, the market position is good, and management is also promoting the growth of branches and same store sales forecasts, BELLE has a bright future." Huang Jiajun, vice president of China Northern Securities Group Co., Ltd.


    But not everyone is buying it. "Compared with men's shoes and children's wear test, BELLE should focus more on traditional women's shoes." Wang Li told the new financial reporter, although the shoe industry boss, but BELLE's advantage is not in men's shoes, not even in children's clothing, this attempt may not be wise. Similar to Wang Li's idea, UBS does not seem to be optimistic about BELLE's new move. It believes that BELLE's share price will face downward pressure in the near future, given the uncertainty of the new strategy and share trading.


    What is worse is the sudden reduction of major shareholders and management. In September 8th, a number of managers, including chief executive officer and executive director of Sheng Bai Chai, placed 240 million old shares at HK $15.28 per share, with a total value of HK $3 billion 670 million and an equivalent of $470 million.


    After a year and a half of the reduction, it is hard to avoid the fact that BELLE's management has shaken the company's confidence and even worried that it has released some kind of "signal". Barclays Capital issued a research report that BELLE's major shareholder is likely to further reduce its shareholding level to less than 30% after the next 180 days.


    Coincidentally, according to Wang Li revealed that in the past few months, the industry has heard rumors that BELLE has a large group of individual managers to withdraw from the management team, only to retain shares. "BELLE has the eight big diamond Kong in charge of all the large areas. They are the core team of BELLE. They not only have considerable assets, but more importantly, they have channel resources." Wang Li said, "eight King Kong" pinched the lifeblood of BELLE, once the "King Kong" have been dispersed, the consequences will be unthinkable.

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