Brand Complex, Electricity Supplier BELLE Shoes For The First Time Negative Growth In Many Years

At the same time, there are nearly twenty operations. shoes Has the brand reached the limit of BELLE international?

Although the footwear industry has maintained the growth rate of development as a whole, it is still difficult to cover up the decline of BELLE's international footwear agency brand business. According to the results of the report, in 2013, BELLE International's footwear brand achieved a revenue of 20 billion 270 million yuan with a year-on-year increase of 8.1%, while the income of the agent brand decreased by 9% compared with the same period last year. This is the first time that BELLE's international footwear agency brand has been experiencing negative growth for the first time in four years.

Footwear agency brand is growing negatively

According to the financial report, in the 2013 fiscal year, BELLE international realized 36 billion 250 million yuan in revenue, an increase of 10.3% compared with the same period last year, of which net profit was about 4 billion 500 million yuan, an increase of 3.2% compared with the same period last year. This data successfully reversed the decline of BELLE International's net profit in the first half of last year (sliding 3.4%).

However, in 2011, the sales volume of BELLE international footwear business increased by 26.5% compared to the same period last year. In 2013, the sales scale of footwear increased by 5.9% compared to the same period last year, and the growth rate decreased significantly.

In the 2013 fiscal year, BELLE international footwear agency brand achieved a revenue of 1 billion 705 million yuan, down 9% from the same period last year. This is the first negative growth of its footwear agency brand business in the past four years.

BELLE's explanation is that the termination of individual agent brand business has not been completely replaced by the new proxy brand in the short term.

According to the 2011 earnings report, the footwear brands of BELLE international include Belle, Teenmix, Tata, Staccato, Senda, Basto, Jipi Japa, Millie s, Joy & amp; Millie, etc. By 2013, the number of shoes owned by BELLE international has increased, and the old brands have not changed much. However, the brand of their brands has been greatly adjusted.

Guo Zengli, director of China shopping center industry information center, told the first financial daily that with the rise of e-commerce, the diversion of customers has affected the performance of traditional retail channels, mainly due to the decrease in the number of shops and the longer incubation time of new stores.

The brand of BELLE international footwear agency has changed frequently over the past few years. It has even stopped some old brands and launched some new brands. The cultivation of new brand stores needs more time than before.

In September of 2013, BELLE international bought the Dragon Heaven and Earth Pty Ltd at the price of about 700 million yuan (hereinafter referred to as "dragon Hao").

Long Hao employees told the first financial daily that at present, in the Chinese market, Hao Hao owns two brands of SKAP and DragonSea, and its agent brand Timberland, and owns more than 600 stores in the whole country.

After the completion of the acquisition, BELLE International's footwear business will add two private brands and an agent brand. In the high-end footwear category, the Chinese market is dominated by the international first-line leisure brands. SKAP, a brand of high-end leisure shoes, can make up for BELLE International's short board in the field of high-end casual shoes.

According to the information disclosed by BELLE international, the acquisition has been approved by the Ministry of Commerce of China, and some administrative examination and approval procedures are being processed for the transfer of shares. It is expected to be completed before the end of the first quarter of 2014.

For the acquisition of Long Hao, the quantity and quality of BELLE international private brand will be improved, which may further widen the gap between private brand and agent brand.

BELLE International said that in the mid-range fashion shoes category, it has operated 6 brands, and there is no plan to further increase the brand. In the category of middle and high grade fashion shoes, currently operates 3 brands on the mainland. If appropriate opportunities are available, it is not appropriate to increase or introduce one or two brands.

　　 The acquisition business is effective.

In comparison, sports Clothes & Accessories Business has become the highlight of BELLE's international performance. In the 2013 fiscal year, BELLE's sports apparel business grew by 18.3%.

BELLE international management attributed this phenomenon to a relatively good sales growth in the same store and the contribution made by the new M & a business.

In March 2013, BELLE international completed its acquisition of Big Step Limited for 880 million yuan and began its consolidated report in the second quarter of this year. According to the financial report, only Big Step has contributed more than ten percentage points to the sports apparel business.

Unlike footwear business, BELLE International's sportswear business is dominated by distribution agents. Among them, Nike and Adidas two agents brand sales accounted for about 90% of the company's sports apparel business.

It is understood that BELLE international sports apparel business involves only distribution and retail links, while footwear business is a full value chain mode. In view of their different business models, the gross profit rate of sportswear products is generally lower than that of footwear products.

In August last year, BELLE international bought about 580 million of Baroque Japan Limited for about 31.96% yuan. Baroque has an advantage in fashion research and development, brand and supply chain. Baroque has become the entry point of BELLE International's involvement in fashion women's clothing market. BELLE International said that the cooperation is the company's involvement in fashion. clothing The first step in the category.

BELLE International's investment in Baroque was completed in the third quarter of 2013, and the establishment of a joint venture in China was completed in the fourth quarter of 2013.

In addition to the new business plan, BELLE international will continue to invest in e-commerce and shopping centers and other channels. It will continue to promote the construction and development of the excellent purchase network platform, and tailor multi brand store formats for shopping center channels.

By the end of 2013, BELLE international had 19233 stores in the country.