Women's Shoes Overlord BELLE Three Months, 56 Stores Closed Continuously Weak Market

Summer is over. Women's Shoes The overlord BELLE is still out of the water.

BELLE released retail sales data in the latest three months. In 6~8 months this year, the number of retail outlets in China decreased by 56, but the number of sports and apparel businesses increased by two digits.

　　 BELLE It said that in the second quarter of the 2014/15 fiscal year (June 2014 ~8), the company had 19546 retail outlets in China (excluding Hongkong, Macao or Taiwan), 13491 of which were footwear shops, 6055 were sports and clothing stores, and all shops were directly managed by BELLE.

Over the past three months, footwear sales have declined by 2.8% in the same store, while sales in sports and clothing stores have increased by 14.4%.

BELLE is one of the largest distributors of Adidas and Nike in China. Since the Beijing Olympic Games, Adidas, Nike and China's local sports brand Lining [0.00%], Anta and so on have experienced high inventory problems. Lining and so far have not yet stepped out of the inventory crisis, but Adidas and Nike are relatively early in their inventory problems, and the measures taken are more timely. Inventory is the first to be benign, and the discount rate has gradually returned to normal.

In the 14 months ended February 28, 2014, BELLE's sales of Adidas and Nike earned 14 billion 783 million yuan, compared with 12 billion 379 million yuan in the same period last year, an increase of 19.4% over the same period last year. Driven by strong sales in the Chinese market, sales in Adidas Greater China increased by 11% (excluding exchange rate factors) in the second quarter of this year (4~6 months 2014), while the same store sales grew by 18% (excluding exchange rate factors).

Not only multinational brands have resumed growth, but local brands such as Anta have also recovered. China's sports industry has basically gone out of the supply surplus situation. The first Financial Daily reporters combed the performance of six local sporting goods companies such as Anta, Lining, XTEP, 31st degree, PEAK, China trend [0.00%] and so on in the first half of this year. In addition to China moving outward, the remaining five enterprises achieved year-on-year growth in the first half of the year. Net profit, except for Lining, 5 other businesses also achieved year-on-year growth. The promotion environment of the whole sporting goods market is gradually normalized.

Despite the fact that sports goods are already out of the doldrums, the downturn in the footwear market is far from over. BELLE's competitor Daphne (00210.HK) in the first half of this year, with Daphne and shoe cabinet as the main retail business, the turnover amounted to HK $4 billion 685 million, a decrease of 1.1% compared with the same period last year, and the operating profit decreased by 46.6% to HK $241 million. The company's profits should be reduced from 44.5% to HK $172 million. As at the end of June this year, Daphne had two core brand sales points in mainland China, and the number of sales points decreased by 85.

stay shoes In the market, the channel pattern is rapidly evolving, and the traditional retail outlets such as street stores and department stores are diverted, and the emerging channels have not yet been able to effectively utilize the brand of fashion shoes and clothing. The slowdown has become a new norm. With the rigid growth of store rentals and employees' salaries, the profitability of BELLE and Daphne footwear brands has been continuously challenged, and the low consumer sentiment has also constituted a continuing pressure.

BELLE has embarked on the development of the "15MINS" brand of popular women's shoes to find new growth points for themselves. In addition, it hopes to intervene in the fashion women's clothing market and expand new product lines. However, these attempts can not restore BELLE's explosive growth in the short term and take the initiative in the hands of consumers.