"Shoe Empire" BELLE'S High Quality Business Channel'S Imagination

If you visit all the shopping malls of Xidan business district in Beijing one day, it is not surprising that all shopping arcade shoe sales areas are all BELLE and its brand. BELLE is expected to occupy the main department store site and pform from a footwear manufacturing brand to a strong channel brand.

Although BELLE is far from the hypothetical target, this trend is becoming clearer.

Since its launch last year, BELLE has been the focus of media and marketing experts.

In recent years, BELLE has rapidly established a new kingdom of footwear industry.

And the attitude that the enterprises concerned never accept media interviews add to their mysterious temperament.

At present, BELLE has more than 5000 retail terminals in the mainland, and operates 8 brands, of which 6 are private brands, including Belle (BELLE), Staccato (Staccato), Teemix (Teenmix), Tata (HERS), Fato (JipiJapa) and JipiJapa, and Joy&Peace (real beauty) and Bata two authorized brands.

At the same time, BELLE is the largest retail agent of Nike and Adidas's two sports brands in the mainland. At the beginning of the year, it took away the Chinese agent of GOEX, the famous European casual shoes brand.

By controlling the downstream industries, BELLE has increased its value in every stage of the value chain. Through greater scale economic benefits, the "chain to chain competition" has been maximized, making the gross margin of its footwear products up to 62.9%, so that competitors can hardly match it.

However, these are the BELLE models that have been thoroughly studied by scholars.

And BELLE's control over quality terminals, multi brand, large area high-profile occupancy layout in department stores and shopping centers, and the intent to seize the high-quality retail sites in big cities are becoming the newest connotation of the interpretation.

Department stores, especially the main department stores, are hard to get into.

Because commercial resources are limited, especially in Beijing, Shanghai, Guangzhou, Shenzhen and other tier cities and provincial capitals, the commercial resources in the core area are becoming more and more scarce.

Unlike AOKANG looking for independent shops to open stores, BELLE launched a "enclosure campaign" specializing in department stores in 1998. In a department store, you will see BELLE's multiple brand counters.

As long as there are new shopping malls, and often have not yet opened, BELLE's big posters have begun to seduce customers through glass windows, so we can see how much they fight for department stores and shopping center sites.

This may explain why the high-end GOEX is abandoning its cooperation with AOKANG for many years to switch to BELLE.

Perhaps BELLE had a very simple idea at the time of its layout. It just grabbed the dominant site and did not want to achieve the goal of killing two birds with one stone. On the one hand, it blocked the competitors. On the other hand, when BELLE played down the image of the footwear brand and turned it into a channel brand image, it could completely integrate all its brands into a "BELLE small universe" in the department store.

The most likely scenario is whether BELLE will continue to purchase and annex with capital advantage, and will eventually finish the scenario described at the beginning of this article: all shoe sales areas in department stores have become BELLE's world?

If so, with the advantage of department stores and business circles, BELLE's shoe empire is even more potential than Gome's appliances.

If this situation arises, it will bring a disruptive impact on the shoe industry: the manufacturing enterprises will lose the right to speak, and dealers can only find a way to survive.

Unlike the appliance industry, Suning, best buy and Gome are competing. At present, footwear channels have not yet seen rivals that can rival BELLE. YISHION's Gome shoes city and Yun Pai shoe city, which have been expanding in the US, have not yet come into existence.

However, the current BELLE's channel mode still has weaknesses: first, market development risks, big cities are already in place. BELLE's listing fund is mainly used to develop two or three tier cities. Because of its main attacking middle and high grade routes, the consumption capacity of the two or three tier cities is lower than that of the first tier cities, BELLE's further expansion is facing profit risk; secondly, BELLE's brand occupies a larger share of its turnover, and the share is higher and higher with M & A, but BELLE can't guarantee that the renewal of these brands can still be guaranteed after expiration.

These two weaknesses may be opportunities for competitors and distributors.