BELLE'S Big Step Celebrates Its 20 Birthday.

I just passed my 20 birthday last month.

The first major decision to make is to invest 880 million.

Big Step, the latter is a sports brand dealer with more than 600 Nike and Adidas outlets.

This is BELLE's second acquisition of sports brand dealers in six months.

At the end of last year, BELLE was the leader of Shenzhen sporting goods limited company. Shenzhen was the largest sporting brand agent in Southern China, with more than 800 stores.

Online channel expansion, while BELLE's online channels are also in full swing.

A few days ago, BELLE investment footwear B2C excellent purchase network of $200 million has 100 million to account, this is the largest investment in footwear B2C platform so far, the shoe industry Queen's big hand can be seen.

Benefiting from the huge investment of BELLE, excellent purchase has also created a series of figures: on line, the average daily orders have exceeded 1000 orders per month, and the online half year has exceeded 6000 orders, ranking second in footwear shopping websites, and it is expected that sales will reach 6-7 billion yuan this year.

The sales volume of the B2C platform, which has been online for 4 years, is only 100 million yuan.

With the help

With the existing channels of distributors, BELLE can directly acquire a regional retail network, and quickly realize the expansion of the offline network; and in the capital cold winter, the channel of the integration and the front line can also occupy the advanced channel of high-end women's shoes.

At this point, a comprehensive and diversified BELLE channel is already very clear.

Founded in March 8, 1992, the BELLE group was founded in March 8, 1992 and invested in the production and processing enterprises built on the mainland by Hongkong Lihua Shoes Trade Co., Ltd., and has rapidly developed the production and marketing integration group enterprise, the famous footwear brand chain operation company in mainland China, the Hongkong beauty group (Holdings) International Holdings Limited, the US NIKE (Nike) company, the European ADIDAS (Adidas) company, the American NEWBALANCE (New brun), the BATA (BATA) company, one of the largest chain network of the global footwear industry, and the largest partner of the world's first jeans.

BELLE Group operates 10 famous footwear brands: Belle (BELLE), Teenmix (Teenmix), Tata (HERS), Staccato (Staccato), Joy & Peace (Zhen Meishi), Mirabell (Mei Libao), Millie 's, Senda (San DA), Innet (NAI ER), and Millie (s), and agent. The agency manages 8 famous brands: ",", ",", ",", ",", ",", "and".

BELLE group has the first self operated chain sales network of China's footwear industry. In 2010, its sales volume exceeded 23 billion 700 million yuan, and the sales network covered more than 300 major cities in mainland China, including all provincial capitals, and 13500 self operated chain stores (up to October 2011).

Products radiate in China (including Hongkong), the United States, Europe, Japan, Southeast Asia, the Middle East, Africa and other countries or regions.

In November 2011, BELLE headed Shenzhen Sports Products Co., Ltd.

Shenzhen leads a large sporting goods distributor. It mainly covers five provinces, namely Guangdong, Guangxi, Hainan, Guizhou and Fujian. It is the largest sporting brand agent in Southern China, with about 800 retail outlets and 8 sports cities.

Less than half a year later, BELLE again shot.

In March 21st this year, BELLE announced that it would invest 880 million yuan (up to 920 million yuan up to $920 million) to buy all the shares of Big Step.

Like Shenzhen, Big Step is also a sports brand distribution company in China.

It sells and distributes Nick and Adidas products in many provinces and has 600 self operated stores.

BELLE announced that it would like to use the latter to expand its domestic sports and leisure market.

In addition to Belle, Teenmix, Tata, Staccato and other private brand and part of the brand of footwear business, BELLE another important income is sportswear agency business.

Among them, the sales of two brands of Nike and Adidas account for more than 85% of their sports apparel business.

By the end of 2011, BELLE had 14950 stores in the sporting goods market, and sports brands such as Lining and Anta were only under 8000 stores.

In fact, influenced by the international economic situation and the disappearance of domestic dividend policies such as population and land, the days of various sports brands began to get worse.

In 2011, BELLE's total sales volume was 28 billion 900 million yuan, of which the contribution from sporting goods was only 10 billion 400 million yuan, and the gross profit margin of sportswear business increased by only 0.7 percentage points over the same period last year, much lower than that of footwear products.

At this time, it is probably not the most important purpose for BELLE to acquire sports brand dealers. It is not to improve the development of sporting goods market, but to see the large number of stores that Big Step and Shenzhen are leading.

They enable BELLE to further open small and medium-sized city markets and new communities in big cities, while the two or three line cities and suburbs of big cities are the short boards of BELLE.

At present, BELLE's sales depend heavily on department stores in the first tier cities. The analysis of the data released by BELLE's 2011 Annual report shows that BELLE's existing channels are approaching saturation.

In 2011, the number of BELLE's stores increased by 23.6% compared to the same period last year, and its revenue increased by 22.1% compared with the same period last year. As the most competitive competitor of BELLE, the number of Daphne listed in Hongkong increased by less than 19% in 2011, while revenue increased by 29% over the same period last year. Daphne's 70% sales came from independent stores in the two or three medium and small cities.

In view of the pressure of sales growth in the first tier cities, BELLE began to re evaluate its high-end positioning.

At the end of February this year, BELLE launched the 15MINS for the first time, focusing on the wage earners with a monthly income of around 3000 yuan. It is expected to open 100 low-end women's shoes stores in 2012.

This also means that BELLE will have more direct competition with Daphne.

Capital analyst Liu Guanwu said that the biggest advantage of BELLE's entry into the two or three tier city is its brand value. "But the supply of shoes is not fixed, and BELLE can not block the entire channel."