UK Shoe Companies Seek Advice From BELLE To Enter India Market

The long recession in the UK prompted the shoe industry to expand overseas. So he sought advice from Belle International, a Chinese shoe company, which represented Staccato's (Staccato) brand in the United Kingdom in. BELLE The suggestion is to focus on a market in India. After a period of hard work, the British shoe industry, which provides comfortable shoes for middle-aged British people, has become one of the fastest growing retailers in India. So how did he do it? The answer to Stuart Pef, director general of Paver Shoes (Stuart Paver, see figure above) is to listen to the opinions of the shop assistants.

　　 Pepper At the beginning of the shoe industry, he sold his shoes from door to door, then sold shoes in the village hall, and later established sales outlets throughout northern England with annual sales of over 60 million pounds. Today, the company is still listening to customers' needs while maintaining its simplicity.

To reduce the cost of employees, the British stores in the shoe industry are full of long shelves, all the sample shoes for display and stock in shoe boxes are placed on shelves. But in India, which accounts for 1/4 of the company's sales, its shop is bright and spacious and decorated with British flags. He looks like a typical Englishman who is stylish and casual. He believes that the success of product management is attributable to those employees in India.

"In Britain, we sometimes try to keep a low profile," he said. But in emerging markets, people actually don't want you to be low-key. They want the brand to be prominent and eye-catching. The staff told us, "I want to let others know that I bought a pair of Pavers England shoes. I want to print a British flag on the vamp and print the brand logo that others can see. "

He added: "we decided from the very beginning that we must sell goods in India according to the needs of Indians. Some British retailers who sell goods in shops are absurd from weather or any other point of view. They sell T-shirts at temperatures up to 40 degrees Celsius and sell shirts at 150 pounds at a psychological price of only 5 pounds. Many retailers are dismal in India at the moment. " Even WAL-MART, the world's largest retailer, has recently lost its job in India, because WAL-MART's plan to open shop in India is too slow.

According to page, many retail experts believe that the India market is expected to repeat the development of the Chinese market, but it will lag 12 to 15 years. "Compared with China, India's retail stores are very, very expensive," he said. Their entire logistics situation is too bad to be true. " He said that every package, no matter how small, required at least 13 documents, and each document required handwritten signature, seal and date. If any document is unqualified, the entire truck may be detained on the border of a state for several days until the new document is delivered. "He will stay in India for up to 10 days every 6 weeks.

Peter shoe is headquartered in Yorkshire, England, and has had retail experience in India. In 2008, it began working with franchised stores in Foresight Group, a London based Ravi entrepreneur in India, Ravi Mehrotra Foresight. Last year, India issued a new law allowing non India enterprises to set up wholly-owned stores in India. And the shoe industry became the first foreign retailer to benefit from the law. "If you make the right decisions on everything, you will succeed in the end," he said. "He laughs. Besides, some ministers in India also wear the shoes of pepper.

Paver's India branch is called Pavers England. It currently has 450 employees, 32 shops and 120 counters, and plans to open two new stores every month. After losing 120 thousand pounds in 2012, it is expected to make profits next year. He invested $25 million in India and plans to invest $25 million to $50 million in additional investments.

"We used the same system as India in Britain, so we can log on to the system at any time and anywhere to see everything," he said. We will also telephone and hold various meetings every day - I will attend these meetings through Skype. "

He works in an industrial park on the outskirts of Yorkshire, England. His office is at the corner of the building, filled with various designs and prizes. Gentle and gentle, he looks less like a successful entry into the India market. The retail industry in this country has only recently been opened to foreign direct investment. But he completely changed his family business. His mother was an awesome old lady. She was 85 years old and still working as a company director. In 1971, Kathy Pef (Cathie Paver) founded a small business with 200 pounds of bank loans. Banks are reluctant to lend her a business, but are willing to lend the same amount of money to her to buy a sofa. She got the money, and the bank manager never asked to see the sofa she bought. Pepper's father is a postman. He is responsible for keeping accounts.

After graduation, he worked in the company for summer jobs. I didn't think he fell in love with sales so much that he gave up going to college. His two brothers, Ian (Ian) and Graham (Graham), joined the company, but he became the managing director because he had the right ability to integrate. In addition, he added, "I am the second in my life, and I have to live in a" crack "from an early age.

The shoe industry is always following the pace of retail innovation. When the suburban shopping center began to rise in the 80s of last century, it opened a fixed store. Later, it opened online shops. It also intends to provide in store pick up services for the next order customers.

Due to competition, he decided to stop selling non shoe brand shoes online 3 years ago. He said: "we have given up the turnover of 2 million 500 thousand pounds, but in the end, it has proved that it is the right decision to hold the destiny in our own hands. When you run your brand, you can control profit margins, control distribution and control everything. "

After his father's death, he had to work hard to persuade his mother to expand investment in India with his two brothers, who were all joint owners of the company. This is a difficult task. He persuaded them that domestic profits would not be affected, and that they could also develop huge potential markets in India. "We are not gambling with Jiabao," he said. Basically, we gamble for only a few years. "The British Department of the shoe industry has 950 employees. It achieved a turnover of 63 million 400 thousand pounds in 2011 and a profit of 5 million 300 thousand pounds before tax.

Prompting pepper footwear industry The key reason for the decision to expand overseas is the long recession in the UK economy. "We will think... Wouldn't it be great to start a business in an expanding economy and seize a growing new opportunity? This is indeed a wise decision. "

He sought advice from Belle International, a Chinese shoe company, which represented Staccato's (Staccato) brand in the United Kingdom in. BELLE's proposal is to focus on a market in India. If we can make the top five in India, that will be 2000 to 3000 stores. That would be great. Then you will understand the mentality of the Chinese people, that is, why are we trying to change everything and go to another small country with only millions of people now that we are developing so fast? "

The position of Bata, the leader of India footwear market, can not be shaken, but the goal of pall is to squeeze into the top five in India market in 2020. Now it is among the top ten, with annual sales reaching 1 million pairs - its annual sales in the UK are 3 million pairs. He pointed out that customers in India are more likely to spend more money on shoes than Britons.

Despite his confidence, he admitted that he was facing fierce competition. He said: the road ahead will not be smooth, but will be very, very rough.

On the way forward, he already had a pair of fitted shoes, which is very good.