Women'S Shoes Face Severe Challenges Due To The "Gender" Problem In The Shoe Market

Belle International Holdings Limited released retail data for the second quarter of 2012. As of June 30, 2012, Belle International Holdings had 15964 retail stores in China, of which 11022 were women shoes 4942 rooms for sports Clothes & Accessories , a net increase of 537 stores, and the network expansion speed was in line with expectations. In the second quarter of 2012, the sales of women's shoes and sportswear in the same store increased by 10.5% and 5.0% respectively.

among Women's shoes business The growth momentum of is mainly from the sales volume, and the average sales unit price increases by about 2% year on year. The sales of the overall business has improved since April. The first quarter should be a low sales point for the overall business of the company, maintaining the whole year Women's Shoes Sales guidelines for the medium and high unit figures of the same store sales growth and the medium and low unit figures of the same store sales growth of sportswear.

Daphne maintained its sales growth at the expense of profit. In the second quarter, Daphne's same store sales grew by 14%.

Due to the aggressive discount and promotion activities during the period, the average product sales price dropped by a moderate number of units year on year, and the main driving force for sales growth was sales volume. However, due to the increase in promotion efforts, production costs, staff and rental costs, the cost structure and profit level of the company are under pressure. The weakness of the department store channel affected the sales of the company's medium and high-end brands in the first half of the year. The company expects the overall operating profit margin to decline by several percentage points year-on-year.

Qianbaidu expects that retail discounts will continue to expand in the second half of 2012.

In the second quarter, the same store sales of Qianbaidu increased by 9.8%. Among them, the same store sales growth of Qianbaidu and Yiban brands were 12-13% and 5% respectively. And the other Women's shoes brand The weak growth of Yi'an's same store sales is mainly due to the fact that the quarterly product design is not very popular with consumers. The company said that the same store sales growth of Yi'an will recover better after adjusting the product style.

Yiban also said that sales growth was driven by sales, and the average product sales price was 3.8% year on year. The company expects that due to the impact of high inventory in autumn and winter of 2011, the discount intensity in the second half of 2012 will continue to expand, affecting the profit margin of the company's retail business.

On the contrary, if we follow the principle of "declining demand, slowing economic growth, and consumers are more inclined to choose low-cost products", the year-on-year decline of Daphne's average sales price is somewhat puzzling.

Compared with maintaining the investment rating of "better than the big market", Belle's sales in the second quarter are better at present. While maintaining a low and stable industry discount rate, it has ensured better retail growth, fully reflecting the advantages of its industry leader.