BELLE Is Quick To Reshape Its Image And Challenge Its Image.

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,

Cabinet removal

Bankruptcy, it seems that the shoe brand has just experienced a cold winter, many shoe brands expect to borrow the latest marketing methods to achieve younger.

Founded in 1978, China's old shoe shoe brand.

Group (BeLLE) is one of them. According to the world clothing and shoe net, recently, BELLE's shoe brand Staccato (STACCATO), on the first floor of the square city of Shenzhen, joined the Chinese social platform to shake off the container, and opened a container store's flash shop.

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 shop in Shenzhen Imperial Court Square, and sales reached 100 thousand yuan on the weekend only two days.

Although the brand value of the old brand is still effective in the market, the channel is still strong, but it is undeniable that the domestic shoe market is still 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.

It is understood that NineWestHoldings, the US shoe group, filed an application for bankruptcy protection to the court last week.

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 NineWest and Bandolino businesses will be sold to brand management company AuthenticBrandsGroup (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.

RalphSchipani, chief executive of NineWestHoldings, explains: "this is the right step to solve the development gap between our two businesses.

We will retain our strong, profitable and growing garment businesses and continue to operate them with new capital structures. Once we complete the restructuring process, the company will significantly reduce debt and interest costs and prepare for future shoe development. "

Schipani also said that the design errors and quality problems of its handbags and footwear business products were a major reason for the decline in performance. Although the company has made some positive changes, the long development cycle did not give the brand enough time to recover.

By the autumn of 2016, NineWest 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 young generation of consumers for quality and design is also a real trouble for NineWest.

It is undeniable that for brands like NineWest 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.

More interesting reports, please pay attention to the world clothing shoes and hats net.