The Mystery Of The "Great Leap Forward" Of BELLE, A Shoe Giant

< p > is already the footwear industry's Big Mac < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > BELLE < /a > in the face of the downturn in the industry, it has to put a heavy blow.

In one month, she spent 1 billion 280 million yuan on the acquisition of a leather footwear company and a women's clothing company.

In the premise of possession channel advantage, BELLE seems to be a smooth road in the field of clothing.

However, BELLE's footwear is mostly in department stores, and its acquisition of clothing brands is almost all in the shopping center layout.

In addition, in the industry view, the acquisition of BELLE is far from the time to stop, the Big Mac will go where it is still a mystery.

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< p > < strong > heavy punches save market > /strong > /p >

< p > after the acquisition of about 93 million 963 thousand of Japanese Baroque company's 31.96% stake to enter the women's clothing market, BELLE bought all the issued share capital of the Dragon world shares at a price of no more than 700 million yuan.

Japan's Baroque company owns MOUSSY, AZUL by Moussy and SLY three women's clothing brand. According to its official website, Baroque is currently opening 23 stores in the mainland.

And the Dragon world mainly sells shoes, bags and bags in the mainland, operates Timberland, SKAP and other brands. Its own high-end footwear and leather goods brand SKAP has more than 600 sales outlets in China.

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< p > BELLE has always concentrated on women's shoes in the field of acquisition, and the two time in a month, and neither is the field of women's shoes. Perhaps we can have a glimpse of its one or two from the first half of its earnings.

BELLE semi annual report shows that in the first half of this year, its sales revenue was 17 billion 800 million yuan, an increase of 11.25% over the same period last year, and net profit of 2 billion 167 million yuan, down 3.35% compared with the same period last year.

Last year, net profit grew by 11.7% year-on-year.

Judging from the performance of the branch, the performance of the footwear division increased by 6.8% compared to the same period last year, and the income was 10 billion 945 million yuan, but the growth rate reached 16.7% last year.

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< p > in fact, BELLE's "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107107" > women shoes < /a > industry is in a weak period.

Daphne's same store sales showed negative growth, of which net profit fell 35.8% to HK $310 million.

Net profit fell by 34.78% in the first half of from 47 million 600 thousand yuan.

BELLE international chief executive officer and executive director Sheng Bai Jiao said he was not optimistic about the same store sales growth in the second half of the year.

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< p > < strong > clothing channel selection < /strong > < /p >

< p > Sheng Bai Jiao once said that the company will regard the clothing business as the direction of development after 35 years.

According to the current situation, the resource matching degree of the new product type selection in the existing market is relatively high, so the acquisition of the clothing brand will expand the brand in the domestic market.

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< p > BELLE has the absolute advantage of expanding its brand in the domestic market.

It has been deeply cultivated for many years in women's shoes and sports shoes, and owns 17 brands of women's shoes, such as BELLE, Teenmix and Staccato, and 4 sports brands such as Nike and Adidas.

Take the new world department store as an example, its imported footwear brands are more than 70, while BELLE and its brands account for 13%, but contribute about 30% of sales.

New world department stores said, "if BELLE clothing brand wants to enter, it will definitely take into account its original footwear advantage".

In the industry view, BELLE women's clothing will directly benefit from its influence in footwear.

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< p > however, the reporter understands that the Japanese Baroque company is located almost entirely in the shopping center of the 23 stores in the mainland, while BELLE has been in the department store for many years.

Whether women's wear will be expanded by department stores in China is still unknown.

Sheng Bai pepper said that the brand will contribute to the company's revenue and profits in the next 1-2 years, but it will make use of the next 2-3 years for basic development.

However, people close to the Baroque company of Japan revealed that the running in between BELLE and Baroque was over in October, and now there have been personnel redeployment in various districts.

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< p > < strong > men's shoes are still unknown. < /strong > /p >

Besides P, BELLE also bought the Dragon world.

BELLE International said that the acquisition will improve the group's current brand portfolio, so that the group owns and runs its own brand in high-end leisure footwear.

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< p > in fact, this is BELLE's second involvement in the a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > men's shoes < /a > field.

In 2007, BELLE bought Jiangsu's Sunda at a total cost of 1 billion 600 million yuan, but BELLE took over five years and did not improve.

Unlike the company, its brand belongs to the high-end series. Its own high-end footwear and leather brand SKAP has an average price of 1100-2000 yuan per pair.

Furui Group's research report pointed out that although the acquisition has synergy effect, BELLE's lack of high-end products may cause downside risks to the dragon's business mode.

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< p > however, expanding BELLE's new product type has become a strategy for the company.

The industry believes that BELLE's acquisition will continue, perhaps the next category will expand beyond the field of shoes and clothing.

Meanwhile, BELLE will continue its online retail layout.

BELLE International said that it has continued to 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 the loss situation is expected to be reversed in the next 1-2 years.

According to BELLE's plan, BELLE will sell its own and agent brand merchandise online in the future shopping mall. It will be shipped from the nearest stores, and it is a cooperative relationship with the offline.

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