Decoding The Marketing Legend Of BELLE, The Chinese Women'S Shoe Giant

< p > China's shoe market leader. BELLE group, headquartered in Shenzhen, was listed on the main board market in Hongkong in May 23rd.

The BELLE issued nearly 1 billion 400 million shares, offering HK $6.2 HK $1 billion 100 million, with a freezing capital of HK $446 billion, exceeding the 415 billion 600 million Hong Kong dollar record of last year's largest global offering, ICBC, which set the highest level of frozen funds available for sale in the Hongkong stock market.

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< p > > a href= "http://www.91se91.com/news/index_x.asp" > BELLE < /a > the total share capital of the group is about 8 billion 300 million shares. According to the closing price of the day (HK $8.14), BELLE group's total market value exceeded 67 billion Hong Kong dollars and entered the top 30 of Hong Kong listed companies's market capitalization, which surpassed Gome's 36 billion yuan market value and became the largest mainland retail stock listed on the Hong Kong stock exchange.

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< p > no advertisements (hardly advertised in any media), no attempt to make people scrambling and scrambling for deliberate speculation, no marketing master's strategy, since 2006, when BELLE set up a factory in Shenzhen before listing, BELLE achieved an annual sales of about 3000000000 in 2006, with an annual profit of 977 million, an increase of more than 4 times than that in 2005, an increase of 13 times than that in 2004, and an annual tax of over $100 million. Shenzhen BELLE has completed the pformation of a shoe manufacturer from a manufacturing factory to a large retail chain enterprise, and in 1991, BELLE has achieved an annual sales of about 3000000000.

Such a high return on market profitability, such a rapid pace of development, BELLE's great success behind the extraordinary extraordinary.

Aside from the successful operation of BELLE in the capital market, what are the unique features of BELLE's market operation?

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< p > < strong > one of the market operations: positioning high-end, < /strong > /p >

< p > > a href= "http://www.91se91.com/news/index_x.asp" > women shoes < /a > belongs to fashion products, with shorter life cycle and greater risk of market operation.

BELLE will own brand (Bellee, Tata, Teemix, Staccato, FATO) women's shoes retail market price of each pair is located between 300 yuan ----1800 yuan, the higher market positioning ensures the profit margins of all aspects of distribution, even if part of the unsalable sales will not affect the profit of the entire sales.

BELLE's Nike, Adidas, Lining, Joy&Peace, Bata and later joined LV are internationally renowned, high-end brands, and their profit margins are also considerable.

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< p > BELLE's position in the high-end brand of its own and agent is one of the reasons why BELLE realized only about 3000000000 sales in 2006, and its profit was nearly 1 billion.

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< p > < strong > two of market operation: pformation from manufacturing factory to retail chain enterprise < /strong > < /p >

< p > Shenzhen BELLE factory was established in November 1991 and put into operation in March 1992. Shenzhen BELLE was originally a Hongkong foundry.

In 1993, the first BELLE retail store in the mainland opened under the a href= "http://www.91se91.com/news/index_p.asp" > Shenzhen < /a >, so BELLE began to pform to retail enterprises.

In 1995, BELLE started to build a brand retail network, but at that time, the retail industry in the mainland was limited to foreign capital and the limited capital of Hong Kong, Macao and Taiwan. It was difficult for BELLE to reach the threshold of retail business in the mainland. Shenzhen BELLE adopted ingenious ways to choose the individual distributor who had the common management concept to become the sole retail agent in the region.

In 1997, BELLE signed an exclusive distribution agreement with 16 individual distributors, < /p >

< p > as of July 2002, these individual distributors have developed more than 600 retail outlets. Since then, 16 individual distributors have been merged into Shenzhen BELLE investment.

By the end of 2004, the retail sales of BELLE in the mainland had reached 1681.

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In the past 13 years, the vision and the change of BELLE in Shenzhen P have completed the layout of 1681 retail outlets and outlets in mainland China. The value of these 1681 terminal retail outlets has strong attraction for all investors. This is also one of the reasons why BELLE has made great success in the capital market, and it is also a strong support for BELLE's rapid growth in sales.

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< p > < strong > > three of the market operation: multi brand operation, and rush for the terminal height of large department store < /strong > /p >

< p > BELLE's own brand has developed from the original single Bellee to the five major brands of Bellee, STACCATO, teemix, TATA and FATO, that is, the differentiation of the brand, and the breadth and depth of the BELLE product line in the terminal.

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< p > walk into the shoe area of several famous large department stores in Shenzhen. BELLE has several big brands, three or four counters, hundreds of square meters of business area and the best location of shoes, so that BELLE and other similar manufacturers brand is so striking and domineering.

Like fast-moving consumer goods in large business super store shelves, BELLE occupies the best and largest row in the shoe department of big department stores.

The influence of the famous hundred stores has brought huge flow to BELLE, and BELLE's special counters in big department stores have become the best advertisements.

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< p > Shenzhen Tianhong mall is a department store which has the best reputation and the fastest selling department in Shenzhen. BELLE and Tianhong mall have reached a strategic cooperative relationship. Where does the branch store of Tianhong store go, where BELLE can go unconditionally, and Tianhong gives BELLE the best business location and business area.

The deep cooperation between BELLE and Tianhong emporium is the achievement of rainbow and the leading position of BELLE in footwear manufacturers, so that when other big new department stores are inviting merchants, other brand shoe makers must ask BELLE whether they come in or not. BELLE has virtually become the direction of other brand shoe manufacturers to follow up, and BELLE has virtually won the status of brand shoe traders.

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< p > BELLE multi brand operation is also reflected in the agency and cooperation brand. BELLE's own brand plus agent and cooperative brand (Nike, Adidas, Lining, Joy&Peace, Bata and later LV), BELLE holds 10 strong brands in its hands, strong brand resources make BELLE in the strong position of cooperation with strong terminal large department stores, and also makes it easier for BELLE to win many favorable conditions.

Multi brand operation is conducive to reducing the distribution cost of BELLE in direct logistics distribution, thereby reducing the operating cost of the entire marketing system.

Many famous clothing brands in Shenzhen are developed gradually by setting up counters in large department stores.

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