BELLE International Is Scaling Up The Trend And Completing Two Mergers And Acquisitions Within One Month.

　 The effect remains to be seen.

It is understood that the Dragon world is mainly sold in the mainland. shoes Products, bags and bags owned and operated by several private brands.

Regarding the intention of the takeover, BELLE International said that the acquisition would improve the brand portfolio of the group and enable the group to own and operate its own brand in the high-end casual shoes category. In addition, the Dragon world is in the same industry category as BELLE, and is in line with the business nature of the group. Belle International It will be able to achieve synergy and benefit from economies of scale.

Du Yanhong, a retail researcher at CIC, told reporters that BELLE international is playing a big role in buying cards, aiming to improve the market size and competitiveness by low tide. Acquisition of high-end leisure footwear brands and clothing Accessories can help broaden BELLE's international product line and product category.

Some analysts also pointed out that the overall downturn in the industry is a good time to hunt for the bottom, but it will also occupy corporate capital. BELLE International's performance is not good enough, and mergers and acquisitions will further drag down the risks of enterprises.

For this, a long-term observation. Garment industry Analysts told reporters that listed companies could raise funds, so the so-called financial pressure caused by acquisitions did not need to be too much concern. While the listed companies had demand for performance growth, BELLE international wanted to get future growth in performance, and it needed more new products and retail channels.

All along, BELLE's "brand rapid expansion" is more typical in the industry. In the shoe and clothing industry independent commentator Ma Gang, this is also BELLE International's business strategy. BELLE is relatively special, some enterprises attach importance to marketing, BELLE international pays more attention to retail channels. Through acquisition, it can be integrated in retail resources and human resources, so as to achieve scale. However, it remains to be seen whether the acquisition of some small brands in the mainland can be bigger and whether it can play the desired role of BELLE.

Online and offline integration

According to the reporter, BELLE International's recent income and net profit both slowed down. In August 23rd, BELLE International released the first half of this year's performance report, during the reporting period, the company's revenue was 17 billion 800 million yuan, an annual growth of 11.1%, compared with the same period last year, the growth rate of 15.36%. In addition to slowing revenue growth, its net profit fell 3.4% to 2 billion 170 million yuan, compared with 2 billion 240 million yuan in the same period last year.

Ma Gang pointed out that Footwear industry The competition is more intense, and the impact from the electricity supplier is obvious.

In the face of the slowdown in performance, BELLE International said it will actively expand online sales. At present, the electricity supplier accounts for less than 5% of the company's sales. In the first half of this year, the loss is 30%~40%, and it is expected that the losses will be reversed in the next 1~2 years. In addition, excellent purchase network recently announced that its parent company BELLE international wants to realize the integration of online and offline businesses. In the near future, when consumers place orders online, 18000 stores in about 300 cities under BELLE international online can be delivered nearby.

It is reported that the so-called "online offline integration" does not mean price integration. According to BELLE International's planning, online can be cheaper than 10%~15% under the line, and the sales performance appraisal system should also be adjusted accordingly.

However, the industry seems to have some doubts about its interactive marketing mode. Once online products are synchronized, online prices will be cheaper than offline, which will undoubtedly hurt the interests of physical stores. Du Yanhong said BELLE International's "online and offline integration" is in line with the needs of the development of the industry, and it can further integrate the company's online and offline businesses. But BELLE international still needs to pay attention to and solve some problems, such as adjusting the category and price system of online and offline products.