BELLE Is In Crisis And No Longer Expanding

In the same shopping mall, most shoe industry counters belong to BELLE, and BELLE generally occupies the best sales location in the market, with large area and fast sales.

"Wherever women pass by, there must be BELLE." Belle International Holdings Ltd (hereinafter referred to as "BELLE") CEO Sheng hundred pepper has made such a lofty ambition.

In fact, he did it. BELLE's self acting or acting shoe brand has penetrated almost all the department stores in China in the past few years.

A small factory invested in 2 million Hong Kong dollars in 1992 has developed to a listed company with a market value of more than 100 billion Hong Kong dollars. Over the past 20 years, BELLE has been moving and moving in the mainland market. It has finally become the largest footwear production and retail companies in China, and the slogan of "changing, so beautiful" is deeply rooted in the hearts of female consumers.

"BELLE depends on fashion and efficiency to walk ahead of the same kind of enterprises, and others do not want to learn." Liu Weidong, Secretary General of Guangdong Leather Industry Association, proposed that BELLE has a team of more than 500 people. 85% of the designers have passports and are divided into 8 groups, which are spread all over the world and collect the latest fashion elements. In addition, the development cycle of BELLE shoes is two months, the production cycle is 15 days, the minimum order is 12 pairs, the average person produces 4 pairs of shoes every day, BELLE 2/3's product is the supplement production.

The "supplement mode" is a feature of BELLE. Mr. Zhou, who is responsible for purchasing BELLE's mien Li brand, told the Yangtze daily news that many shoe companies now follow the futures mode. For example, the development of a product, plans to mass production of 10 thousand, similar enterprises once finished production, can not sell only stock. "Our replenishment mode is different. For the same 10 thousand products, we only take 40% or 50% of the initial order. And then on the basis of Market sales The situation should be targeted to add more, more or less. "

　　 BELLE shoe material The supplier, Mr. AI, was also very impressed when he mentioned the "BELLE model" to reporters. "BELLE implements zero inventory strategy, and there is a quick response supply chain behind the supplement mode. From the purchase of raw materials, factory processing to store sales, about 15 days, the rapid and efficient integration of all resources, not ordinary small factories can do.

However, according to the above BELLE The middle level leaders said, "at present, there is no larger expansion plan for stores. Over the past one or two years, the number of new products has not changed significantly, and a single brand has launched dozens of new models every quarter. " Market saturation and electricity supplier impact have caused some impact on the store. He also pointed out that "the top executives have seen changes in the market and are making adjustments. Specific plans have not yet been released and are inconvenient to disclose."