Shandong Ruyi Bought Bally To Find A New Strategic Brand Is Becoming Younger, Bally Accelerated To Enter The $1 Billion Club.

Swiss luxury brand Bally announced its profit last year hit a new high of nearly 10 years, but did not publish specific data.

After hosting the main market in China, Bally is continuing to open up new growth points.

Swiss luxury brand Bally recently announced that its profits hit a 10 year high last year, but no specific figures were released. Chief executive Frederic de Narp said it was mainly driven by sales growth in the US and Japan.

He expects Bally sales in the us to grow by more than 20% over the same period last year, up from 14% last year.

In fact, the goal of Bally is to achieve balanced development in all parts of the world.

In the interview with fashion headline, Fr e d ric de Narp said that these countries, including China, the United States and Japan, are the 5 engines of Bally. Maintaining balance is conducive to better global expansion, but at present, the Asian market, including China and Japan, is still the top home of Bally.

In February of this year, Shandong Ruyi holding group completed the acquisition of Bally majority stake at a price of about 700 million US dollars. The original parent company Bally JAB group retained only a minority stake.

Ruyi holdings emphasizes that it will maintain Bally's traditional and unique characteristics, retain its headquarters in Castellano, Switzerland, and continue to operate its marketing, design and sales team through its brand display platform in Milan, Italy.

According to the analysis, Ruyi holdings can maintain the independent mode of acquisition of its brand, which can be traced back to its acquisition of SMCP group. But more importantly, Bally's younger strategy is beginning to take effect.

Qiu Yafu, chairman of Ruyi holdings, talked about the details of the acquisition of Bally. When he came to Bally's office, the brand creative director showed the latest retro campaign.

It is quite different from Bally's traditional regular leather shoes. The latter said that such a pair of shoes could be bought seventy thousand pairs online by Chinese celebrities within a day.

This may explain why Bally invited Chinese female star Tang Yan to become the first Asia Pacific ambassador in China last year. On the day of the announcement, micro-blog's related micro-blog forwarding volume exceeded 180 thousand on that day, a record high, and received more than 5000 comments and commentaries.

In January of this year, Bally also joined hands with Tang Yan to launch a limited package of 99 candy bags at WeChat Limited shop, with the rich color matching of Cherry Blossom powder and ocean blue to re launch the Suzy.

In terms of digitalization, since 2009, after accumulating enough experience through the Yoox test water business, Bally announced in June last year that the Chinese version of the official website clearly indicated that it would not cooperate with local e-commerce providers such as Alibaba. It hoped that through its own control of e-commerce channels, consumers could buy quality assurance products.

When a series of innovative measures are challenged by the outside world and the historical details of Bally, Fr e d ric de Narp believes that Bally has been breaking the rules from the beginning, leading in many respects, and has achieved internationalization one hundred years ahead of other brands.

From the electricity supplier to the joint name, the 167 year old traditional leather brand seems to have gradually returned to the right track.

But it is noteworthy that three years ago, Bally was still trapped in the business crisis brought about by exchange rate fluctuations. The brand once relied on 25% of women's handbags to maintain a near loss performance.

Some analysts pointed out that for a long time, unclear product positioning and frequent personnel changes were the main reasons for hinder the development of Bally.

Bally was founded in Switzerland in 1851, including luxury products.

, belts, purses, wallets and

In just forty years, the brand has changed 5 times.

After being bought by Texas Pacific Group, the second buyer of the US private equity fund in 1999, the category of Bally extends from shoes to garments, accessories and handbags.

In 1999, Texas Pacific Group invited Bally Salvatore Ferragamo marketing director, Scott Fellows, as creative director. Under the leadership of the company, she refurbished the store.

A complete and luxurious brand operation framework built by creative team.

Bally began to profit from the 2004 year of the year, showing double-digit growth in the next three years, with sales of $500 million in 2007.

But it didn't last long. In 2008, JAB group bought the full stake of Bally at a price of about 700 million Swiss francs. Under the influence of the global economic crisis, the growth of Bally's performance was stagnant.

Fr d d ric de Narp, who worked for Cartire for 18 years in 2013, became the chief executive of the brand world. He then appointed the designer of the Dior, Tom Ford and C line as the creative director.

The significance of Pablo Coppola to Bally can be compared with the innovation of Alessandro Michele to Gucci, and it is a series of precedent with the graffiti artist Andr e Saraiva, musician Swizz Beatz Kauai, and the use of the idea of explosive money to build the handbag of the terrorists into a very popular "shit".

The picture is Bally creative director Pablo Coppola.

In the interview, Fr e d ric de Narp said that in the past 20 years, Bally has not yet made an important issue. Bally has a higher entry price, and it is not a top luxury brand but a high-end brand.

This may explain why the creative directors of Bally, including Brian Atwood, Michael Herz and Graeme Fidler, try to combine the sexy style or American style leisure with the simple classical style of Bally, but it is not effective.

Pablo Coppola's bold youth idea proves that Bally has a wider consumer group and stronger plasticity.

Although Pablo Coppola left last year, Bally clearly has a clear understanding of the future development.

"Now the post-90s, 00 consumers account for 27% of the luxury goods industry, and the proportion will expand to 40% in the next ten years". Fr e d ricde Narp further points out that "in the process of Bally pformation, loyal consumers have not left, and new consumers are constantly joining."

In addition, under the trend of the shoe industry turning cold, Bally diversified revenue strategy is also an important factor to maintain growth in recent years.

According to the data, from 2013 to 2017, the proportion of Bally women's products has risen from 28% to 37%, and 53% of the product revenue is from accessories, 44% from shoes and garments, and the number of products will be reduced by 40% to 50%.

The rise and fall of Bally shows how old shoe shoes evolve and locate themselves in luxury luxury brands.

Insiders pointed out that, compared to Fosun's acquisition of Lanvin, Ruyi holdings acquired a brand that is making money.

Fr e d ricde Narp has made it clear that the ambition of Bally is to accelerate the realization of annual sales volume into the club of $1 billion under the resources of Ruyi holdings.