Whether The Shoe Industry Has Been Cold In The Past, BELLE'S Pformation Has A Long Way To Go.

In the face of the rapid rise of the new shoe brand, some of the old brands are happy.

The footwear industry in China is now rapidly changing into an innovative state.

At the beginning of last year and the beginning of this year, when Daphne withdrew from its cabinet and Fu Fu bird went bankrupt, it seemed that the shoe brand had just experienced a cold winter. Many shoe brands looked forward to the younger generation by borrowing the latest marketing methods.

BeLLE, one of the oldest shoe brands in China, was founded in 1978. Recently, BELLE's shoe shoe brand Staccato (STACCATO) opened a container store in Shenzhen on the first floor of the square city in Shenzhen.

The black color is used in the store, and 12000 laser beams are equipped. When customers enter Staccato shoes, they will change different lights according to the induction of different styles of shoes.

In addition, the "STACCATO Flash + jitter new light show shoes store" will also be touring for 6 months in different parts of the country.

As early as February this year, BELLE's TATA brand also opened a 7 - day flash store in Shenzhen's imperial square, which reached 100 thousand yuan for two days in the weekend alone.

Although the brand value of the old brand is still in

The channel is still strong, but it is undeniable that the domestic shoe market has been greatly impacted by the emerging force.

The reason why BELLE, the old shoe industry, adopts such a young pformation means is also closely related to the delisting of BELLE from the Hongkong stock exchange in July 2017.

BELLE CEO Sheng Bai Jiao once said: "if BELLE does not seek new, no change, and continue to follow the old road, it will decline for a long time. For a long time, it will gradually decline, and even lead to no survival in the market."

In fact, the old shoe brand downturn is not just happening in China.

According to the US Edition of the women's wear daily, the Nine West Holdings of the US shoe group has been filed with the court last week.

Protection application.

The estimated assets listed in its petition are only $500 million to $1 billion, while projected liabilities are between $1 billion and $10 billion.

The company's Nine West and Bandolino businesses will be sold to the brand management company Authentic Brands Group (hereinafter referred to as ABG).

In the auction process approved by the court, ABG will play the role of "intermediary", which means that if other buyers come forward to offer better quotations, brand management companies may sell them at auction.

Nine West

STACCATO flash store

Ralph Schipani, CEO of Nine West Holdings, explains: "this is the right step to solve the two business development gaps between our clothing and footwear.

We will retain our strong, profitable and growing businesses.

Business and continue to operate them with new capital structure. Once we have completed the restructuring process, the company will significantly reduce debt and interest costs and prepare for future shoe development. "

Schipani also said its handbags and

The design errors and quality problems of business products are a major reason for the decline in performance. Although the company has made some positive changes, the long development cycle does not give the brand enough time to recover.

By the autumn of 2016, Nine West had about $1 billion 700 million in debt, and in addition to debt pressure, the change in the way consumers purchase and the preferences of younger generation of consumers for quality and design were also the real problems that Nine West could not cope with.

It is undeniable that for brands like Nine West and BELLE, cater to the consumption preferences of young people may be the quickest shortcut for pformation, but it is far from enough to simply launch the "burst money".

How to systematically update the brand and make it possible for young consumers to reach information and consumer products through their customary ways is the biggest challenge.