Excellent Purchase Dangdang Flagship Shop BELLE Shop Is Not Clear Direction

In January 9, 2015, BELLE was unable to do normal shopping in Dangdang's flagship store, and the page showed "temporary closure".

But in January 13th, the reporter went on to purchase Tmall and Jingdong flagship stores, and found that they could normally place orders.

Later, the reporter asked Wang Enbin, a public relations director of excellent purchase, that his response was that the Dangdang shop was not as reported by some media that it touches BELLE Maori red line, but because the procedures for opening shop in Dangdang did not end in the next year.

The reporter understands, undertake BELLE international electricity business segment of the excellent shopping mall in 2014 swing in the brand or do channel, and poor performance is also one of the reasons for the above speculation.

You once bought it with Le Tao and Hao Le, and it was also called the three strong shoes business.

After the latter two have been in trouble after operation, excellent purchase has become the only shoe business supplier favored by the industry.

However, after the resignation of executives in 2013 and fruitless pformation in 2014, as of January 15th, the development strategy of e-commerce in 2015 did not come up. The current situation of excellent purchase highlights the difficulties faced by vertical electric providers, which are still continuing. Facing the rapid development of mobile providers, it is difficult to find suitable development paths for them.

Perfect start

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.

At that time, it was the three party of Le Tao and Hao le.

The peak period of vertical electricity supplier development is ranked three in the top B2C of shoes, relying on BELLE's 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, pformed 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 in the middle of this year, the excellent purchase network has undergone significant personnel changes. The general manager of the former BELLE electricity supplier, Xie Yunli, senior vice president of excellent purchase network and COO Zhang Xiaojun resigned, which cast a shadow over the next development of BELLE's electricity supplier.

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 pformation for profit.

Reporters noted that from the performance perspective, sales of excellent sales completed in 2014 were definitely a dust storm in the footwear business, but the drawback is that the mobile terminal layout is not enough, which is why the industry is not optimistic about it.

In particular, in the face of the rise of mobile Internet, in addition to the plation of sales from the PC side to the mobile terminal, the growth rate of mobile terminals has reached 346%. There is no more layout for the social attributes, precision marketing and membership system of mobile shopping.

This situation is caused by the swing of the parent company's position in the purchase of superior products.

Observation of excellent purchase, nature can not be separated from the whole BELLE international dish.

In 2013, BELLE international sales amounted to 36 billion 200 million yuan, and the sales volume of 1 billion 100 million yuan in the whole year accounted for only a small part of its business, less than 5%.

Therefore, the positioning and attitude of BELLE international to excellent purchase is also an important factor that it has been unable to insist on its independent development strategy.

At the same time,

The business is in the throes of labor.

At the end of 2014, BELLE international disclosed in its mid fiscal year 2014 performance note that although net profit increased by 7.6% over the same period last year, it finished 2 billion 80 million yuan. But as of August 31, 2014, BELLE had 19546 retail outlets in China, 13491 of which were footwear shops, and 82 fewer than the annulus.

The industry sighs, BELLE shoe industry finally began to close shop.

Sheng Bai pepper said that the number of new stores will be appropriately reduced in the future, and the slowdown in sales growth will also be normal.

"BELLE's overall sales growth slowdown is not a cyclical problem, but a structural problem. The biggest test now is how to adapt and develop new channels."

For the new channel of electricity supplier development, BELLE International's attitude is contradictory.

On the one hand, Sheng Bai Jiao underestimated the impact of the electricity supplier on the market. On the other hand, it worried that the radical business strategy would affect the sales volume of the whole system.

Therefore, although BELLE international has repeatedly stressed that online business is a long-term concern of the company, it will continue to invest resources in the future to explore growth opportunities and conduct integrated online and offline layout. However, how to layout has not been disclosed.

"It is now mid January, but BELLE has not yet announced the 2015 electricity supplier strategy, the apparent reaction rate is too slow.

In fact, the planning of electric business must have an advance quantity, and there should be at least three years of planning. "

Mo Dai Qing evaluation.