BELLE International Weak And Excellent Buy "Two Legs" Savior?

Later began to increase clothing and bags, began to weaken the traces of BELLE, and now to the lower body, excellent purchase has undergone a lot of changes, "I do not know whether this is going to be gradual spanformation, and take the parity route."

In this regard, the excellent purchase side gave a negative answer. "Before buying more goods, it will naturally choose products that are tonal, price and website closer. Now it is self owned brand, it is another product line, and more is to attract users through cost-effective." Wang Enbin believes that high performance price ratio is a part of the Internet mode that can not be ignored. The purchase is just to attract more users through a cost-effective explosive product.

So, what is the reason why the purchase of excellent products in the product selection, from the corresponding web site attributes to "cater to" consumers? Is there no new pressure to survive under the new attempt, or after the bottleneck of development bottlenecks spanformation? In Wang Enbin's words: "the former part of the reasons for more, the latter part of the reasons must be there."

In Wang Enbin's view, the life of excellent shopping is still comfortable. Last year, gifted buyers and BELLE electric business grew by 50% overall. The growth target of this year's purchase is still 50%. As of now, revenue growth has exceeded expectations and gross margins are higher than last year. If there is any need to continue efforts, it should be to strengthen the continued brand update, continue to enrich the product line, and further improve the O2O, user experience and so on.

But it is undeniable that "superior purchase in the shoes and clothing business platform influence is still weak, and did not reach the goal of BELLE international made before the vertical field leader." Ma Gang has this evaluation for excellent purchase. Lin Yue is more blunt. Excellent acquisitions do not play a big role. Instead of building the B2C mall, it is better to cooperate with Tmall to do more. In Lin Yue's view, BELLE international should "rearrange and plan".

The fact is that gifted purchase will not be reprogrammed, but its status will be further enhanced. According to the plan, after 2015, about 18 thousand entities of BELLE international in 300 cities will get through with the excellent purchase business and realize "online offline integration".

"On the one hand, BELLE International is our parent company. We need support from many groups. For new users, we also need BELLE to endorse it. On the other hand, we are also a display and sales channel for BELLE brand. Wang Enbin pointed out that although the proportion of BELLE brands that had been sold on excellent sales had been less than 1/10, the relationship between the two brands remained close.

"Excellent purchase has become an effective moat for BELLE international in the field of shoes and clothing, and has greatly protected the traditional retail business from being affected by the electricity supplier." Ma Gang believes that sticking to the electricity supplier is still a good medicine for women's shoes enterprises under the impact of the electricity supplier.

Therefore, if the private brand is the "second legs" of excellent purchase, then the best purchase is BELLE International's "second legs". It is worth mentioning that under the traditional offline business, the "first leg" is not in good condition.

In the past second quarter (6-8 months), BELLE international, which has been doing well in its store expansion, has suffered a negative growth in the number of stores for the first time. According to BELLE International's latest 2014 quarter fiscal year second quarter retail sales data from mainland China, the number of retail outlets in mainland China decreased by 56 in 6-8 months this year. Rough statistics will close a store on an average of less than two days.

Before that, the size of the store has always been the advantage of BELLE international. Data show that in the most crazy days of 2011, BELLE international opened 2-3 new stores every day.

"BELLE's core channel advantage is made up of more than 1.8 stores in the country. The majority of outlets are self owned stores. When other shoe and clothing enterprises are moving from wholesale mode to retail, BELLE's channel management capability has been far ahead." Earlier this year, Ma Gang had said so. At that time, BELLE international store growth was not bad enough. According to the 2013 earnings report, BELLE International's number of shops increased by 1769 last year, although it has fallen by half compared with 2614 in the 2012 fiscal year.

" Future In two or three years, the group hopes to keep pace with 2013. " From the statement made by BELLE international in the earnings report, we can see that the tone of the slowdown in the next few years has no suspense.

At the same time, the same store sales of core businesses are not optimistic. In the 3 months from last December 1st to February 28th this year, BELLE international footwear sales in the same store dropped by 2.7%, the first negative growth since the launch in 2007. In the following two quarters, the data were -1.8% and -2.8%, and still did not improve.

The BELLE international downturn is quite representative. In addition to BELLE international, Daphne, Saturday and other women's shoes enterprises have suffered similar torment. In the first half of this year, Daphne's net profit dropped by 44.5%, and the number of outlets decreased by 85. The better performance on Saturday also resulted in a year-on-year increase of 7.35% in net profit and 2.12% in revenue.

One Increasingly The reality that we should not overlook is that under the constraints of many factors such as market saturation, rising costs and persistent impact of electric business, the extensive development mode of women's shoes brands simply scale and assemble capacity and reduce costs has not worked.

Perhaps under this background, BELLE international has begun to try to compete in the international market. At the end of August, BELLE International's brand of women's shoes Staccato officially entered the Japanese market. According to the plan, BELLE international will open 50 stores in the Japanese market, first selling women's shoes priced at 15 thousand -2 yen (919-1225 yuan), and then gradually open the market for men's shoes and sports shoes after opening the market. BELLE International's expectation for the Japanese market is that it hopes to bring 10 billion -200 billion yen (about 613 million -12.26 billion yuan) to the market.

It has to be said that in the case of blocked development of the domestic market, this is a good way out. But in Lin Yue's view, this is not necessarily a good cure for "curing all diseases": "the road of overseas market is not easy to go. Surely not all brands are suitable for going abroad. Consumption habits, preferences and sales channels are different from those in China. Therefore, it is recommended to do well in the domestic market, even the regional market, which is familiar to them.

In fact, the domestic market is not without opportunities. According to the report issued by market research firm RNCOS, entitled "China footwear market analysis", women's shoes will become the largest and fastest growing part of China's footwear market because of the increased economic independence and social status of Chinese women. It is speculated that by 2014, the market size of Chinese women's shoes will reach US $8 billion 900 million.

Therefore, the test of these big tycoons is to seize the crucial period of reshuffle by seeking the momentum and moving the situation.