BELLE Wants To Dream Of &Nbsp; Nike And Adidas Distributors Yesterday.

　　 BELLE International ambitions have become increasingly evident. There is still no absolute giant in the domestic sporting goods retailing industry yet to be integrated, and BELLE's recent series of mergers and acquisitions revealed its desire to do so. industry The intentions of oligarchs.

At the end of last year, BELLE acquired the largest sporting brand agency in Southern China, Shenzhen leading sporting goods company. Yesterday (March 21st), BELLE announced the acquisition of BIGSTEP, which has more than 600 stores. Nike And sports brands such as Adidas.

"BELLE's re launch of Nike and Adidas distributors has already explained BELLE's intentions for the terminal of sporting goods retail channels." Cui Hongbo, chief executive officer of Shanghai Zheng Jian Brand Management Co., Ltd., pointed out to reporters that BELLE's ambition to win over the eldest was gradually clear when sales channels were expanding.

　　 BELLE opened 1025 new stores last year

With the re opening of 600 terminal stores, BELLE's channel layout for the sporting goods industry has been gradually clear.

BELLE's 2011 earnings report shows that the company has 14950 stores in the sporting goods market, and the layout of sporting goods brands such as Lining and Anta is only under 8000 stores. BELLE said that the number of new stores opened in 2011 reached 1025, and its growth rate was 28%.

In November 2011, BELLE returned to Southern China under the leadership of Shenzhen sporting goods Co., Ltd., the largest sporting brand agency in the region. Shenzhen's leading race was established in 1988. Its agents include Nike, Adidas, Reebok, Lining and many other famous brands at home and abroad, with nearly 800 shops.

In order to quickly occupy the market share of the Pearl River Delta region, BELLE has led the merger of sports with the leader of Shenzhen in the lead in sports. Undoubtedly, it has greatly enhanced the position and competitiveness of BELLE international in the sporting goods agency industry. It is reported that the total amount of transactions led by BELLE in Shenzhen is 1 billion 100 million yuan.

However, less than half a year after the acquisition of Shenzhen, BELLE has made another effort. It is reported that BIGSTEP has more than 600 terminal sales stores in China, and its main agent brands are Nike and Adidas. BELLE estimates that BIGSTEP's terminal stores will reach 2 billion yuan a year after the deal.

From BELLE's earnings report, BELLE's sporting goods terminal stores are far higher than the terminal shops of its footwear products. The terminal shops of sporting goods are 14950, while the shops of footwear products are only 10270. However, the benefits of terminal shops from footwear products are much higher than those of sporting goods terminals. Last year, BELLE's total sales amounted to 28 billion 900 million yuan, of which only 10 billion 400 million yuan was contributed from sporting goods.

Why is BELLE still expanding its scale of sporting goods? Cui Hongbo told reporters that in the sporting goods retail industry, it is unlikely that there will be new distribution networks, because the Internet has been controlled. Only if you keep growing big will you have the chance to win.

CIC consultant Xiong Xiaokun said that in order to break through the bottleneck of growth in recent years, BELLE began to adjust its business structure since 2009, and its annual income in 2010 was 23 billion 710 million yuan, of which footwear business accounted for 61.8%, with an annual growth rate of 24.9%, which shows that its growth is better. Sporting goods will become BELLE's new business growth point in the future.

　　 Two giants compete for hegemony intensified

Even if BELLE continues to do mass work, there is still a distance to sit on oligarchs.

One industry insider predicted that "the future Chinese sporting goods retail market will become more and more concentrated, and the market share of the top three retailers will probably exceed 80%." Data show that in 2010, the revenue generated by the domestic sporting goods manufacturing and sales industry reached 160 billion yuan. Since 2000, the market is developing at an annual average growth rate of more than 20%. Obviously, the temptation to become an oligopoly industry is enormous. However, BELLE must still have the threshold to sit firmly in the position of the industry leader.

In 2007, in order to fight against the two sports giants such as BELLE and Baosheng, Shenzhen led the race, Sichuan strong wave, Zhejiang sharp and Shenyang Peng Da 4 regional sporting goods distribution giants formed a UnitedSportGroup (USG). However, due to the excessive market security of Beijing Olympic Games and the impact of the financial crisis, the funds of venture capital companies were not in place, resulting in the breakup of the capital chain. USG was dissolved at the end of 2008.

Nowadays, the sports brand agents who can compete with BELLE are only Baosheng international, which owns more than 3000 Direct stores and thousands of joint stores in China.

Just like the merger and acquisition tide of home appliance industry in 2005 and 2006 and the tide of beer industry mergers and acquisitions before and after 2000, the giant enterprises of these two industries have emerged, and the sports goods and channel industry has shown a trend towards "oligarchy era".