BELLE'S Difficult Pformation Remains Deep In The Mire Of Closing Shop.

The recent semi annual report has lifted the iceberg of the decline in BELLE's footwear industry: its net profit fell by 3.35% over the same period last year, a rare setback since BELLE's listing.

In addition, BELLE's store expansion in the first half of this year has also dropped significantly compared with the previous two years: only 442 stores were added in the first half of the year, and the number of net shops increased from 1500 to 2000 each year from 2010 to 2012.

In May 23, 2007, BELLE listed on the Hongkong stock exchange and its total market value exceeded HK $50 billion.

"Through the many brands, set up shop stores or counters, so as to rent the footwear area 1/3 or even more than half of the area, the effect is self-evident."

A middle-level leader of BELLE said in an interview with reporters, "for example, there are more than 20 shoe shops in a shopping mall. Only 5 of BELLE's brands occupy 6, and from different ages, categories and prices to a wider range of consumer groups, it also distracts the risk of a single brand operation.

In addition, the scale advantage of multi brands enhances the ability to bargain with department stores.

Since 2010, BELLE has speeded up its horse race enclosure and has been strong in various shopping malls.

In the craziest 2011, a new store will open in less than two days.

However, in 2014, BELLE's "crazy shop" ended abruptly.

According to data from BELLE in the second quarter of last year (6-8 2014), the number of retail outlets in the mainland decreased by 56 in three months.

This is not only the first time that BELLE has seen a negative growth in the number of shops, but also made BELLE open a new store on average less than two days ago and become an average shop less than two days.

A few days ago, BELLE announced the retail performance of the first quarter of the fiscal year (3-5 month of 2015).

The number of retail outlets in the mainland has decreased by 167, at the same time.

The core business of the main business footwear business and same store sales fell by 7.8%.

And the closing of BELLE's store has been refreshed to close a shop every half day.

"The current entity store has basically been reduced to"

The shoe shop.

Apart from the slightly better sales in discount sales, the usual sales situation is not optimistic.

"This is not an example. The whole industry has been away from the golden period, and losses and closes are expected," the head of a shopping mall told reporters.

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The performance of Daphne and other peers is not false.

Daphne's semi annual report revealed that its core brand business turnover increased by only 2.1%, while the same store sales showed negative growth, of which net profit fell 35.8% to HK $310 million.

Net profit fell sharply by 34.78% in the first half of.

"Such a momentum is unlikely to be reversed in a short time."

Sheng Bai pepper said that the weakening of sales performance of footwear companies was mainly due to structural problems rather than cyclical issues.

At the same time, he predicted that this year's footwear profits will decline further, and the same store sales will also be worse than last year.