BELLE Holding Light Luxury Shoes Brand "73Hours" After The Paction, The Brand Remains Independent Operation.

After the acquisition is completed, 73Hours will maintain its brand independent operation.

On the other hand, BELLE has been exploring the widening of the business boundaries of the group and entering the uncovered related fields, while emphasizing the close interaction between 73Hours and consumers through social media.

Through this paction,

Together with 73Hours, we will open the group's light luxury.

To provide consumers with diversified brands and high quality products.

Zhao Ruohong, founder of 73Hours, said BELLE international has a very complete self retailing network and many years of accumulated infrastructure. It can help 73Hours rise to a new dimension. 73Hours will join hands with BELLE to create a lightweight luxury fashion design brand portfolio.

Statistics show that BELLE international has more than 20000 outlets in more than 300 cities across the country. It operates 16 footwear brands and 6 fashion apparel brands, and is a retail partner of more than 10 global sports brands in China.

That is to say, for BELLE international, 73Hours will add light luxury business lines to its rich brand matrix. For 73Hours, BELLE will accelerate business expansion with the help of BELLE's accumulated industry chain platform and fashion operation experience.

Positioning is light and luxurious.

Design brand, 73Hours was founded in 2015 by Zhao Ruohong.

Often referred to is the origin of its brand name: because a pair of genuine leather shoes need to undergo 103 processes before and after completion, which takes about 73.3 hours, so named 73Hours.

In addition, 73Hours also runs the new brand Too Many Shoes (price range 500-800 yuan) and cosmetics brand Fat Amy (already lipstick, powder products) recently established.

Zhao Ruohong told krypton 36 that 73Hours was born in the age of social media and valued emotional ties with consumers.

From the customers' point of view, the main consumer of 73Hours is the 25-29 year old white-collar female (41%). A large proportion of the customers who care about 73Hours are 19-25 years old, while the highest unit price of consumer purchasing power is 29-35 years old.

"This is a very good trend. People with consumption power are buying and interested people are paying attention, and the younger generation is growing."

She said.

As a brand of young women's shoes, 73Hours's initial market environment is: there are brand gaps in light luxury shoes, but the supply chain is complex, resources difficulty is integrated and entry threshold is high.

These problems have been solved for more than 3 years. Zhao Ruohong believes that 73Hours has made some progress in brand image, customer base, product design, supply chain integration and so on.

According to the data provided by the company, the turnover of 73Hours online and offline in 2018 1-6 is close to that of last year. It is estimated that the number of stores will reach 30 by the end of the year, and the turnover of physical stores will reach 200% under the annual line.

In addition, brand lines accounted for 9.9% of the market's 1000-2000 price segment in the first half of the year, and the market share is expected to reach 12% by the end of this year.

In terms of financing, 73Hours completed tens of millions of yuan A round of financing in August 2016. The management was invested by Xiang Feng and the Swiss enterprises (Supply Chain Management) of Taiwan funded footwear company. In April 2017, it was invested by GGV Ji Yuan capital of tens of millions of RMB A+.

Next is the acquisition deal with BELLE group.

It is curious why we choose to be bought at this point in time.

Zhao Ruohong told 36 krypton that when 73Hours has ready in brand image, customer base, product design, supply chain integration, and so on, BELLE cooperation is a very good opportunity.

Because BELLE has a complete proprietary retail network, it has a sound infrastructure in terms of capital, logistics, warehousing, IT systems, online and offline technology empowerment.

Strategic investment is more needed by 73Hours than capital investment.

When all aspects of capabilities are beginning to take shape, what is needed is a fast spreading channel network and infrastructure, including logistics, warehousing, IT systems, supply chain, operation management experience, etc.

Zhao Ruohong said that there will be a lot of cooperation with BELLE international in the retail channel, and it is expected to reach 30 stores by the end of 2018.

At present, it has covered the mainstream shopping centers of Shanghai, Beijing, Tianjin, Hangzhou, Nanjing, Chengdu, Chongqing, Wuhan, Shenzhen, Nanning, Nanning and so on.

In the first half of 2018, the price of 73hours brand entities was 1452 yuan, and the online shop price was 1617 yuan, of which Beijing Han Guang store exceeded ten million yuan in 2017.

When asked whether it would become more commercialized after being acquired, Zhao Ruohong said, "it is a consensus between the two sides to maintain the independent operation of the brand. 73hours has always been a brand that seeks to balance the sense of design and commercialization, facing the public rather than the minority, and there is no great concern in this regard."