BELLE Expands New Brand To Seek New Growth Point

The overall industry situation changed earliest in women. shoes The "giant crocodile" BELLE international embodies itself, and it naturally needs to deal with it first. In the past two or three years, BELLE international has begun to do something to cope with the situation.

　　 Vigorously develop the best purchase network and accelerate the expansion of shopping centers

Channels, BELLE international will continue to actively intervene in emerging channels. First of all, private brand adheres to the "full channel" coverage strategy. Apart from department stores and hypermarkets, it will actively develop online own platforms and open platforms.

Second, continue to develop e-commerce, and promote the construction and development of excellent purchase network. In July 2011, BELLE international invested about 3 billion yuan into the excellent purchase network, and began to build B2C platform for footwear industry. According to its planning, we strive to make the excellent purchase network become the leading B2C platform focusing on the vertical field of high quality fashion products in China.

Third, accelerate the expansion of shopping mall channels. Among them, the first shopping center of the core business circle will be dominated by single brand stores. Urban sub centers and community shopping centers will be stationed in the "multi brand integrated store" mode.

BELLE International said that the "multi brand integrated store" mode, relying on larger space and abundant commodity selection, can form a certain ability to separate customers and meet the needs of consumers' one-stop consumer footwear products. At the same time, it can effectively share the rental cost and improve the efficiency of per capita sales.

　 Accelerate the transfer of processing to Anhui and Guizhou

In order to reduce costs, BELLE international actively promotes the transfer of production capacity to inland areas and gradually expands the production capacity of Suzhou footwear base in Anhui in the production process. In June 2012, BELLE International's factory in Suzhou shoe base was formally put into operation. The factory produces 5500 pairs of finished products.

BELLE International said that due to the difference between the employment mode and the coastal area in the inland area, it is difficult to replicate the larger single production base mode, and the distributed production base is more feasible. Therefore, the group will continue to promote the construction of the new plant, including the Tongren base in Guizhou.

Tongren BELLE Shoes Co., Ltd. was put into operation in August 1, 2013, and invested 300 million yuan in the recycling industrial park of Bi Jiang District, Tongren, Guizhou. After the completion of the project, the Tongren BELLE Industrial Park will become a production base with an annual capacity of 10 million pairs.

　 Speed up acquisition and expansion brand Looking for new growth points

In the face of the gradual saturation of women's shoes market and the decline of performance growth, BELLE international has also actively expanded new brands and new businesses through new means such as self creation, acquisition and joint ventures to seek new growth points.

In February 2012, BELLE International launched its first low-end brand 15MINS, specializing in mainland wage earners with a monthly income of about 3000 yuan. Industry evaluation, the move is mainly for the sake of popular positioning of Daphne, a strong opponent. BELLE International said that the group will work hard to develop the "15MINS" brand and develop the popular women's shoes market.

In August 2013, BELLE international bought $93 million 960 thousand for Japanese women's clothing retail business. Baroque has issued and issued 31.96% of its total share capital.

BELLE International said Baroque project is the first step of group involvement in fashion women's clothing. Since the establishment of a joint venture by the end of 2013, the two sides have made considerable progress in team building and business integration. The quality of China's business has improved significantly and the expansion of the outlets has also accelerated. Next, we will take Baroque project as the breakthrough point, actively intervene in the fashion women's clothing market, and promote the group's attempt in the new category.

In September 2013, BELLE International announced that it would buy more than 700 million yuan. Long ho world mainly operates Timberland, SKAP and other brands. Its own high-end footwear and leather goods brand SKAP has more than 600 sales outlets in China.

　　 BELLE International expresses, dragon Hao project effectively enriched the brand portfolio of the group. Its SKAP brand is the only local brand that can compete positively with the international first-line brand in the high-end leisure footwear market. As the SKAP brand positioning high-end features, the group will basically maintain the independent business mode of dragon Ho, and at the same time give strong support in channel development, retail management, supply chain and logistics distribution, to help SKAP brand further expand its regional and channel coverage. The merger was completed in March 2014. Next, we should do well in the integration and expansion of SKAP business.

In addition, it will continue to "seek the right opportunity to actively introduce high-quality brands in the market segments of high-end fashion shoes and high-end casual shoes."