Footwear Business Development Difficulties, Excellent Purchase, BELLE International Rise

In last year's "double eleven", there were still some of the fun of Le Tao net and good music buying. This year, "double eleven" has been silent.

Once the high-profile shoes and clothing vertical business "three swordsmen", now only the excellent purchase network is still playing high.

Of course, this has nothing to do with BELLE international, the parent company. BELLE international can not only provide funds, but also offer BELLE's brand shoes and shoes at the most favorable price.

"For the excellent purchase network, it is a bit lonely, but it is also a great opportunity to make profits in the future," said an analyst who declined to be named, told the Securities Daily.

It is reported that in the "double eleven"

Before, excellent purchase network added eight kinds of products and underwear categories to nine categories on the basis of the original eight categories.

At the same time, it also added spike and flash activity channels.

In November 3rd, the excellent purchase network announced that it will enter the "double eleven" online shopping carnival season from now on, and the whole activity will last until November 17th. On the basis of low to 90 percent off, it will launch various promotional activities such as flash group, spike kill, buy gift and so on.

"We have made more preparations this year and set up a double eleven" group in 3 months ahead of schedule.

As early as after the Spring Festival, we began to give the factory orders in advance according to the reference provided by our big data, "Wang Enbin, head of the marketing department of the best purchase network, told the Securities Daily." we advance with the parent company.

In international communication, the number of people involved in the "double eleven" will be 10 times that of the daily staff.

Excellent purchase network losses narrowed further

In October 27th, BELLE international, China's largest shoe retailer, announced its interim results, with net profit rising 7.6% to 2 billion 80 million yuan over the same period last year.

BELLE international chief executive Sheng Bai pepper admitted in a performance press conference that "for the online shopping business," did not want to understand before, so far, it is still not very clear.

Sheng Bai Jiao

Low price is still the first demand for online consumption. Although positive changes have been seen, market demand for brand and quality has been improved, and even a trend has appeared. This may create favorable business conditions for the integration of online and offline businesses, but it has not yet been able to integrate online and offline.

Although Sheng Bai Jiao is still "not quite clear" at present, it does not prevent him from continuing to increase investment.

Sheng Bai pepper said that online business is a long-term concern of the company, and will continue to invest resources to explore growth opportunities. The proportion of online sales will gradually increase.

As for the excellent purchase network, this year can maintain a certain growth rate, and the losses have further narrowed.

In fact, in the earnings report, BELLE international has indicated from the company level that it will speed up the construction of information technology, lay a good foundation for the integration of online and offline businesses, and continue to increase exploration and investment in emerging channel businesses.

Excellent buy net deducts "the remnant is king".

As for the decline of Le Tao and good Lok, Wang Enbin said: "for the past competitors, we are not good at evaluating, but we have not taken them as our reference object. We are starting from ourselves, continuously strengthening the wealth of goods, optimizing the process and buying traffic."

Wang Enbin disclosed that from the current situation we see, in the field of fashion business, especially in the field of shoes and clothing, the excellent purchase network has maintained a clear leading edge, with an expected growth of 50% at the beginning of this year, and the actual growth will exceed this figure.

With the increase in the number of orders, we have increased the storage area of the warehouse by 30% this year, but the cost of logistics has further decreased with the increase of orders.

In addition, as of October, the overall growth of the mobile network of the excellent purchase network was more than 300% over the same period last year, and the proportion of the current order is nearly 40%.

The new subscribers from mobile terminals are significantly higher than traditional PC in terms of sticky or repeat purchase rates. This has laid the foundation for the sustainable development of gifted buyers.