BELLE International Sells Its Own Brand

Now BELLE international has speeded up the pace of change again: online sale of its own brand, showing "second legs to walk" of the leg, the next line of internal contraction front, one side outward attack. In fact, this is a microcosm. When the environment of women's shoes has changed, every strategy should be changed.

　　 Test water own brand

"The goods we have basically sold out, we need to add orders to make the factory replenish the goods." On the first day of the official sale of its own brand, Wang Sibin, director of public relations, said to the new financial reporter that after nearly a week's pre-sale, nearly 20 thousand pairs of private brand sneakers prepared for the first batch of excellent purchase have been sold out.

Wang Enbin's "rush goods" is the INNETCLOUD series air cushion shoes made by the excellent purchase. According to official publicity, the biggest selling point of this product is the use of the industry's "INNETMAX" full palm air cushion technology, which has the highest specification, and the price is only 1/3 of the price of some brand similar products. At present, the price of the mainstream palm air cushion shoes is about 1000 yuan, while the price of the INNETCLOUD series air cushion shoes is only 299 yuan.

In many people's eyes, this may be a little "invisible" - with "noble". BELLE The excellent purchase of gene is in the process of "going to BELLE". Not only has it started its own brand business, but also it has locked its eyes in the field of sports shoes that it is not so good at, and has offered a low price banner which it despised quite a few years ago.

In fact, in order to make these seemingly impossible things possible, excellent shopping has been arranged for a long time.

According to Ma Gang, an independent critic of shoe and clothing industry, told the new financial reporter, as early as 2012, there was a similar idea and preparation for self owned brand before and after 2012. Only because the outdoors of Dangdang clothing and Jingdong did not achieve the desired effect, it affected the decision of excellent purchase.

In the first half of this year Own brand The work has been put on the agenda again. This time, functional sports shoes have become a breakthrough for excellent shopping. According to our understanding, INNET is a fast fashion brand with excellent sales. In March of this year, INNET launched a sports shoe project. Many senior designers were excavated from well-known international sports companies.

"At that time, there were two considerations. One consideration is that the whole company has developed to a certain stage and needs some new breakthroughs. We have an advantage in the whole supply chain of shoes and clothing, so we have to take a piece of resources to try it out. Another consideration is that this year is a movement of" big year ". Sports products sell well and sports are relatively standard in non standardized products. We hope to make a relatively standardized product with a sense of technology, technology, high quality and low price in a sports year. Wang Enbin said this is the original intention of this product.

It is not hard to see that excellent purchase has high hopes for the test of its own brand. According to the new financial reporter, in the first half of this year, a summary meeting was held in the first half of the year, and two main directions were put forward for the purchase of excellent products: the first is to continuously strengthen the purchase of goods and investment, and to strengthen the concept of "big brand + discount"; the two is to build its own brand, lengthen the product line and form a "two legged" walk.

Obviously, this shoe represents the first step of these second legs.

To a certain extent, this means that Excellent purchase Has entered a new stage of development. After all, if it is in the first two years after the establishment of the website, the company may still strive to expand its brand and expand its product line, and is still struggling to make the whole business process more smoothly and to make the user experience better. There is not much energy to do its own brand. In particular, such as sports, industry chain and technology, it is more difficult than men and women's shoes. Therefore, it must be done on the basis of relatively stable product structure, better business process and user experience. Therefore, this is an affirmation of the development of excellent purchase in recent two years.

But what needs to be calmly looked at is that this is just the beginning. It is not easy to draw an equal sign between hard work and success. "Private brand is a trend, but its premise is that its channels already have enough influence. Moreover, the marketing mode of low-end brand and high-end brand is different, and consumers have different concerns. " Lin Yue, chief consultant of Ling Yan management consulting, told the new financial reporter that although the strategy change is right, it is also right to extend the popular low-end products, but in the specific promotion, there are still many things that need to be refined.

　 Strengthen "second legs"

In any case, taking this step is of great significance to excellent purchase and BELLE international.

"Frankly speaking, I was quite surprised. The former excellent purchase is a more high-end image. Just like sneakers, I remember that at the very beginning, even the brands such as Lining did not do it. Now they not only start their own brand, but also pull the price of the air cushion shoes to less than 300 yuan. It is not a gimmick if we can continue to supply, this change is very bold. " A senior user of excellent purchase told the new financial reporter.