XTEP Launches Hong Kong Version Of Internet Platform To Break Through

He Ruibo, chief financial officer of XTEP, said in a media interview on tea last Friday that last year, the company launched a small number of small products in the slag horse booth, which responded well. Most of the products were sold out today, and this year the plan is pushed 2 times more than last year.

He also said that Hongkong is an important overseas market, with the goal of launching the Hongkong version of the independent online sales platform in the middle of the year. Some of the products are more exclusive to the local people and join the Hongkong elements.

　　 He Rubo It's different from the past. Hong Kong The flagship store has been established in the Mong District, and now it has gradually upgraded its reputation and deepened its popularity. Last year, XTEP sponsored 12 large international marathons, including Hongkong, Hangzhou and Guangzhou, including the Xiamen International Marathon and XTEP's first cross-strait women's marathon. At present, the total cost of marketing is about 12% to 13%.

　　 Mainland market He Ruibo disclosed that the company plans to continue to focus on new products as a driving force for business growth rather than price adjustment in the future. In recent years, in addition to buying running shoes, customers will also buy the whole set of sports devices. This year, the marathon's peripheral products will be launched in the form of running story product package, including running windbreaker, backpack, running shoes, running waist bags, etc., with a set of about one thousand yuan. Running story products will respond well to the latest orders. At present, the group's running shoes and non running shoes business account for 37 of the total, and the future is expected to enhance the non running shoes business to 40%.

He also pointed out that the overall sales situation is ideal and the backlog problem has improved a lot. On the retail side, factory stores maintain seven, twenty percent off discount clearance. XTEP announced earlier that the average store sales performance in the third quarter of last year recorded positive growth, and the number of units increased in the same period. The latest order situation is also growing steadily, and the unit price of the product has not changed much. In addition, He Ruibo emphasized once again that the company did not intend to acquire or operate the business of the company.

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Once, BELLE electric business is one of the most successful cases of traditional enterprises entering the electricity supplier.

At that time, BELLE international, which already had thousands of physical stores, was one of the traditional retail enterprises who had an early layout of e-commerce channels, and was also the first Tmall to enter the business. In the early days, while distributing online, BELLE sold BELLE's brand products mainly through the independent B2C website.

In July 2011, BELLE launched a new independent shoe and clothing B2C shopping mall online shopping mall. It was at the peak of the development of the three party footwear vertical electric business at the time, such as Le Tao, hi Le, and so on. After the excellent purchase, BELLE ranked the top three of the footwear B2C in terms of its capital and source advantage. Xie Yunli, the head of BELLE electricity supplier and the founder of Tao Xiu net, announced that BELLE would invest 2 billion yuan to develop an independent mall and make a move that shocked the industry: monopolize BELLE's brand shoes online and cut off the supply of other footwear B2C.

With the conversion rate higher than peers, in 2013, excellent purchase completed 1 billion 100 million yuan sales, becoming the largest footwear online shopping platform in China. In the same year, the excellent purchase was renamed the excellent buy Fashion Mall, transformed to the fashion electric business, and began to expand from footwear to clothing and clothing category, introducing DKNY, Tommy, CK, Guess and other international brands, becoming one of the largest fashion suppliers in China. But it is in the year that you have experienced significant changes in the network, the former general manager of BELLE e-commerce, Xie Yunli and COO Zhang Xiaojun, the senior vice president of the purchase network, and COO Zhang Xiaojun have left the next step of the development of the BELLE e-commerce.

In the first half of 2014, INNET launched its own brand sports shoes, which featured the functional sports products. The annual sales volume of excellent purchase has not yet been announced, but it has been announced that the target of over 50% of the previous year's sales has been reached. It is estimated that at least 1 billion 650 million yuan will be completed. This achievement, BELLE international chief executive Sheng Bai Jiao's evaluation is: "as for the excellent purchase network, this year (2014) year can maintain a certain growth rate, the loss has further narrowed."

Mo Daiqing, senior analyst at the China Electronic Commerce Research Center, said that loss or profit is not the only criterion to evaluate the quality of an enterprise's electricity supplier business, because most of the current electricity supplier enterprises are losing money, as long as such losses are strategic. What the industry is more concerned about is what strategic losses have made for future profits and how long the profit cycle will take. The problem of BELLE's electricity supplier is that it still can't see clearly its future business mode and the strategic transformation for profit.