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BELLE Has Slowed Down In Recent Years Or Changed Its Marketing Model.

2013/7/24 13:41:00 26

at present, the a href= "//www.sjfzxm.com/news/index_c.asp" > shoe industry < /a > the whole chain has fallen into an unprecedented low tide period. It is not only the shoe making link, but also the marketing link is not smooth. Even the Belle International Holdings Ltd (01880.HK, hereinafter referred to as BELLE) can hardly see a smile. 
 recently, news came out that following the resignation of Xu Lei, the chief marketing officer of BELLE's excellent brand purchase network and the Senior Vice President Xie Yun Li, the chief operating officer, < a href= "//www.sjfzxm.com/pioneer/" > Zhang Xiaojun < /a >, will become the third senior executives in the year. Xie Yunli acquiescence in the interview by telephone, but refused to disclose anything about BELLE's electricity supplier operation. Just two years ago, on the eve of the excellent purchase online, he was complacent and revealed that BELLE plans to invest 20% of its sales in 3~5 for Internet sales. At that time, BELLE accounted for less than 1% of its sales. 
P, however, at present, BELLE's highly luxurious executive lineup, which is heavily allocated, is at risk of collapse. 
 in the famous "smile curve" theory, a smile curve with two ends up, the middle is made, the left end is R & D, the right side is marketing, and the added value of the industrial chain is more reflected in the two ends. From 1993, BELLE, which opened its first store in the mainland of China, has been sitting on the top of the top brand of Chinese women's shoes with a fast start shop. 
 however, the original marketing mode is changing under the continuous changes of the times. BELLE is suffering from growing pains, and the right corner of the mouth is hard to continue to rise. In recent years, both the income and net profit have slowed down. In 2010, the net profit growth rate of Q was up to 35.17%, while the net profit growth rate slowed down to only 2.6% in 2012. 
 over the past few years, BELLE and its brands have accounted for half or even 2/3 of the shoe area in some a href= "//www.sjfzxm.com/news/index_p.asp" > Guangdong < /a > areas. Moreover, like Lining and 02331.HK, BELLE has to face the problems of inventory and so on. In the early years, BELLE's shoe store prices in the first tier cities were strong, and stocks were disposed of in two or three line cities. In recent years, with the intensification of competition, BELLE has not only cleaned up its inventory in Guangzhou, Shanghai and other cities, but even some new products have been listed at half off. 
When the rapid growth of online industry is difficult to sustain, BELLE chooses to expand its e-commerce and try to find a new way to develop it from P. BELLE has been reforming since its purchase online in July 2011, and in March this year, it changed its name from the online shopping mall to the best buy Fashion Mall, extending its position from shoes to fashion department stores, and at the same time launched the "excellent shopping mall". 
 but the traditional brand electric shock is often difficult to reconcile, and BELLE does not belong to the initiative to expand e-commerce. This also determines that BELLE will not break the pattern of "offline" and "online". In addition, BELLE's fashion oriented products are not suitable for Internet sales. The most popular products on the Internet are books, electronic products and some standardized products. It is very difficult for fashion women's shoes to be standardized. 
 because of the existence of these objective factors, even though BELLE has spent a lot of money attracting a group of e-commerce elites, but the excellent purchase network lacks specialized tailor-made products for the network sales, to a certain extent, become an important position for offline products to clear inventories, and there is always lack of real innovation in the marketing mode. Therefore, online business is difficult to make bigger, especially when the market enters the adjustment period of overcapacity, and the pressure of operation is even greater. This may be one of the reasons why the executives of gifted purchase network have been running away. 
 this year, the shoe industry is facing a more severe test. Not only the export market is depressed, but also the domestic market is hard to say. At present, BELLE, which has 18316 retail outlets in China (12532 of which are footwear), appears to be somewhat weak. In the second quarter of this year, the growth of footwear business was only 0.5%, while that of sportswear business increased by 2.5%. It is imminent to solve this problem for BELLE to innovate and gain new vitality in marketing.