BELLE Launches Pro Democracy Strategy To Fight Daphne

By the end of February this year, BELLE Launched its first low and medium end Women's Shoes The brand "15MINS" specializes in mainland wage earners with a monthly income of about 3000 yuan. BELLE management has revealed that it will open 100 public shoe stores this year, which means BELLE finally put down its position to compete with Daphne, the "shoe king" of the mass market.

In February 28th, 15MINS launched its trial operation in Shanghai, Hangzhou and Nanjing. Its unit price is about 200 yuan, slightly lower than Daphne. BELLE chief executive Sheng Bai pepper said at the performance meeting that the mass market prospect is extremely broad, and the development speed will exceed other markets in the next two years. BELLE will invest heavily in this new business. It will open about 100 new stores this year. The executive directors will be responsible for the business.

　 Unit price is slightly lower than 200 yuan. Daphne

Daphne's performance last year showed that the average price of its products was only 206 yuan, while the gross margin reached 61%, which was not 69% from that of BELLE last year. Daphne launched its low price brand "ShoeBox" launched in 2004, with its annual sales of over $1 billion 700 million. In the fourth quarter of last year, Daphne's same store sales grew by 26%, leading 8.2% of BELLE. Sheng Bai Jiao said yesterday that BELLE's growth target for the same store this year is the median digit to the highest figure.

　 High end market saturation attack parity should solve supply chain

In the eyes of the high-end market gradually saturated, BELLE finally created its own low price brand. Sheng Bai Jiao yesterday answered the three major doubts about BELLE's attack on the mass market. Sheng Pai Chu first stressed that BELLE has no experience in the mass market mode of franchised stores (street shops), and later points to the fact that the store mode requires additional deposit but no receivables, so it will not occupy too much working capital.

For the third doubt, the market is also the most concerned supply chain problem. Sheng Bai Jiao acknowledges that BELLE's factories are not suitable for middle and low grade products, but means that there are many manufacturers of women's shoes in the mainland. Most of them are export oriented, and have no quick response capability, which is different from the domestic supply chain required by BELLE. Therefore, the supply chain is still a key problem to be solved. Analysts pointed out that the market responded positively to Sheng Bai Jiao, and BELLE's stock price rose 5% yesterday.

In addition, Ding Shuibo, chairman of XTEP, said yesterday that the industry's inventory backlog and price reduction were deteriorating. In 2012, the company adjusted the year. It has voluntarily reduced the number of orders in the autumn to the number of units per annualized year, and reduced the number of new stores throughout the year.