What Does BELLE Market Bring To Wenzhou Shoe Enterprises?

BELLE listed in Hongkong in May this year, raising HK $about 8000000000 and exceeding the market value of Gome, becoming the largest mainland retail listed company in Hong Kong stock exchange.

Data show that BELLE group owns BELLE, Teenmix, real beauty, Staccato and other eight brands of footwear chain stores.

At the same time, Nike and Adidas are the biggest sports distributors in China.

There are nearly 3000 stores in more than 150 cities in the mainland, more than 1000 sports shoes chain stores, and dozens of retail outlets in Hong Kong, Macao and the United States.

In the near future, with 1 billion 600 million yuan to acquire the assets of Sunda group, analysts believe that the purchase of men's shoes mainly by BELLE, which is the main market in the first tier cities and the main women's shoes, will have a profound impact on the competitive pattern of the domestic shoe industry.

In recent years, BELLE has already lowered its channel to the two or three tier market and has been successful. Now it has acquired the Sunda, which has made up for BELLE's weakness in men's shoes. It is believed that this combination will improve its coverage in the consumer market, increase overall revenue and profits, and further consolidate its market position.

In the face of global capital wave, Wenzhou, which is known as China's shoe capital, is a disadvantageous news for Wenzhou shoe enterprises. The pressure brought by BELLE is unprecedented.

The listing of BELLE means that the shoe industry has changed from the industrial economy to the capital economy. It has also greatly stimulated the desire for expansion of other domestic shoe brands, and has also shocked Wenzhou shoe enterprises.

So how far is Wenzhou shoe enterprises from listing?

Many people have this question.

It is understood that Wenzhou's leading footwear enterprises, AOKANG and red dragonfly, are already planning to go public. Other Wenzhou footwear giants such as Kangnai, Yi Kang, spider king and so on feel the sense of crisis brought by BELLE's listing and merger, and at the same time have always been concerned about the move of Wenzhou counterparts.

The author thinks that Wenzhou shoes enterprises such as AOKANG, red dragonfly, Kangnai, and irkang have all the conditions for listing because they are strong in terms of brand awareness, product research and development, production capacity, quality, channel control, sales network, terminal image, capital, talent reserve and profitability.

However, the second-line brand is still far from the listing. Therefore, the two or three line brand in Wenzhou must also truly practise the internal strength of the enterprise, lay a solid foundation and highlight itself, from product to market to brand, with its own unique positioning.

In fact, the threat of BELLE listing to Wenzhou footwear enterprises will not be so obvious for the time being. However, the acquisition of Sunda is the most direct impact on Wenzhou shoe enterprises. As we all know, Wenzhou brand is famous for men's shoes, and now it's the same with men's shoes. Now, the fierce competition in the future can be expected.

According to data released by China industry and enterprise information center, the sales of China's ten largest shoe products ranked fifth in 2006, and the northern tiger will be more fierce after BELLE's merger and acquisition.

How to pack up the tiger in Wenzhou shoe industry will cause Wenzhou shoe industry to ponder.

However, everything has two sides. The listing of BELLE's shoe carrier and the acquisition of Sunda brings Wenzhou shoe enterprises not only a tough competition environment, but also a hope. Wenzhou shoe bosses have realized that only by making use of the capital operation of the listing society can enterprises grow and strengthen, so that they can continue to survive in the market.

The era of shoe integration has arrived, and Wenzhou shoe enterprises will undertake mergers and acquisitions at home, or go out to buy shoes enterprises in Guangzhou or Chengdu, or Wenzhou's shoe enterprises will be bought by others.