How Is It Going To Be A Year After The Delisting? If BELLE Is Listed Again, It Will Be Difficult To Win Capital Favor.

BELLE pformation in July 27, 2017, "generation"

Wang, BELLE delisted.

What is BELLE doing now after a year?

After delisting, BELLE has been seeking new pformation ideas, and digital direction has become its choice.

Li Wenzhuo, vice president of BELLE, has pointed out that traditional stores have two problems compared with the electricity supplier: first, traditional stores have only precipitated data in front of digitization, and it is difficult to further enhance the efficiency of the store by displaying them in the store. Two, traditional stores are basically equipped with the ability of passive operation of passenger flow because of siting immutability, and do not have the ability to actively operate passenger flow.

This is also the reason for BELLE's digital pformation.

In February of this year, BELLE's TATA brand opened its first 7 day smart flash store in Shenzhen Imperial Court Square. The store has intelligent interactive shelves, with ultra-high frequency RFID chips embedded in shoes, bringing new experience in science and technology.

It is reported that the store reached 100 thousand yuan in two days of sales.

BELLE, who tasted the sweetness, continued to work hard at the store.

In March, BELLE's landmark shopping mall was formally launched. Consumers scan the feet with the 3D pin foot scanner at the brand store, and can care about the "customized" shoes of the website.

According to BELLE, the 3D foot foot scanner will provide "customized" shoes in more than 1000 stores across the country.

In early April, BELLE's brand Staccato STACCATO worked with jitter to launch a "container" flash store to attract consumers.

In addition to investing in stores, BELLE also deepened digital cooperation with Tencent.

In April 18th, led by Tencent cloud wisdom retail department, Tencent excellent map laboratory as a technical responsibility, BELLE's quality stores as a pilot entity store digital pformation project "excellent Mall" in BELLE Shenzhen Futian Xinghe COCO Park NIKE shop landing.

Through cooperation with Mall, BELLE has accumulated experience in digital operation and diversified interaction.

BELLE's cooperation is not limited.

In June 12th, Southern China BELLE signed a cooperation agreement with Tianhong, and BELLE's footwear brand will be placed in the rainbow scarf APP across the whole line to further open up online and offline products and services.

In the future, the two sides will make strong joint efforts in technology, operation, commodities and terminals. Through the in-depth exploration of digital counters, they will empower the offline counters.

BELLE can also use online shops to share the overall inventory of the brand, solve the problem of offline broken code and inventory turnover, so that the offline counters will not have to worry about the stocking of goods during the big promotion period.

In recent days, BELLE has been working with the intelligent platform horizon to explore the deep integration of offline retail scenarios and AI technologies, and explore the deep relationship between "people's freight yard" under the retail scenario and find a new mode of smart retailing.

Economist Song Qinghui said in an interview with the China Commercial Daily reporter that the current BELLE's choice of digital pformation is actually a consideration of the "survival" issue.

Prior to the decline in BELLE's performance in recent years led to the delisting, difficult operation, pformation is to obtain new growth points, to maintain the normal operation of enterprises.

After the withdrawal, the pace is relaxed and the sports business assists.

In fact, in recent years, the development of women's shoes industry has shown signs of fatigue. The growth of listed companies such as Daphne and Saturday has been limited.

BELLE delisting has once caused heated debate in the industry, but after the delisting, BELLE's development pace is slightly relaxed.

After the delisting, BELLE sales had a new situation.

According to BELLE

President of the division and President of new business department said that in 2017, the total retail sales of the group exceeded 50 billion yuan, and the profit before tax depreciation and amortization exceeded 9 billion Hong Kong dollars.

Among them, footwear business has been declining for 3 consecutive years, and sales growth has been achieved in 2017.

Last year, the profit and sales of sports business increased by more than 20%.

At present, BELLE's business is mainly footwear and sportswear.

Affected by the whole industry market and other factors, footwear sales continued to decline, which is also a major reason for the delisting of BELLE.

But its sportswear business is developing rapidly.

According to the 2017 annual report released by BELLE, sales of sportswear business increased by 15.4%, and revenue accounted for 54.54% of total revenue, which has surpassed BELLE shoe industry.

Earlier this year, in May this year, it was reported that BELLE holding major shareholders, high capital and CDH investment, are considering the removal of BELLE group's sports business, and the first to go to Hong Kong next year, plan to raise $1 billion.

Although the news has not yet been confirmed, it is not difficult to see that BELLE's development is still optimistic about its capital and its current development shows a positive trend.

In the view of Tang Xiaotang, a senior retail analyst, breaking sports business IPO is expected.

"The development trend of the two businesses is different. The traditional shoes business of BELLE is getting worse, but the development of sports business still has room for imagination."

However, Song Qinghui believes that although BELLE's sportswear business is likely to be listed, it is difficult for investors to trust and favor investors in the capital market after the delisting.

In 2007, BELLE listed on the Hong Kong stock exchange.

In 2017, BELLE was delisted and became the largest privatization deal in the history of HKEx.

Over the past ten years, BELLE has experienced rapid expansion and experienced normal customs.

Nowadays, BELLE is exploring digital pformation while developing sportswear business.