Shoe Brand Extension Activates Industry Domino Effect

There are many opinions about the impact of the first case of children's shoes mergers and acquisitions, but one thing is generally accepted that the impact of this event in the industry will far exceed the results of the merger.

Luo Zhengming, the marketing director of the Yili Lai Group, is now the marketing director of BELLE.

He believes that, in the usual sense, in the brand acquisitions that aim at expanding product lines and achieving brand extension, cross category integration is easier than cross industry integration, because the existing brand operation experience is easy to pplant to new categories. Although BELLE's mature and perfect management mode can not be completely cloned to every child brand, it will certainly bring lessons for children's footwear industry and the whole children's products field, and bring more opportunities for the industry.

Activate industry enthusiasm

Lin Weisheng, general manager of Fujian Wan Tai Sheng shoes and Garments Co., Ltd., believes that from the perspective of agents, BELLE has fully intervened in the management mode of children's wear and children's shoes market from top to bottom. It will bring fresh blood and systematic management concepts, from inside to outside, to scan and baptize from top to bottom, eliminate unhealthy behavior styles and management methods, conduct strict and orderly terminal training, sort out the chaotic market process, and integrate the ordering, display and sales, so that agents can fundamentally adjust the market and commodity sales practices, and create more efficient and effective management mode for agents.

The resulting Domino effect will attract more employees to participate in this business and activate the enthusiasm of the whole industry.

Channel competition lies in the future

Chen Shuqing, general manager of Liuhe marketing consultant Co. Ltd., has the view that BELLE is right.

However, once the shopping mall channels of children's clothing and children's shoes are saturated, BELLE will make use of its deep line in the domestic market to develop the brand of children's clothing and children's shoes to street shops and open shops extensively, and this time, it will pose a threat to competitors.

Just like today's WAL-MART is few, but once WAL-MART scale, it will have a certain impact on small and medium-sized business super and chain.