BELLE Launches 752 Stores In The First Half Of The Year, Launching Low-End Women's Shoes Brand

Recently, sales statistics of 76 traditional retailers in the first half of 2012 were released. among BELLE International sales are not the highest, not the highest rate of increase in sales, nor the highest increase in net profit, but the highest net profit retailer.

In the first half of 2012, BELLE's international net profit was 2 billion 242 million. Suning Appliance, which has a sales volume of 47 billion 191 million yuan, has a net profit of only 1 billion 751 million yuan and a net profit increase of -29.49%.

BELLE international and Suning appliances are beginning to set foot in the market. Online retailers Traditional enterprises. Suning received the impact of the electricity price war, and the traditional retail business was affected. What is the reason that BELLE international can avoid the impact of e-commerce and become the most profitable retailer?

BELLE international has a high brand premium because of its high-end positioning. BELLE not only has more than 10 private brands such as BELLE, Teenmix, TATA, but also domestic agents of Bata, Geox, Clarks, Mephisto, BCBG, ELLE, Merrell and Caterpillar. With so many brand resources, BELLE has a lot of strong voice in the face of the mall. In 2011, China's women's shoes ranked the top ten in terms of turnover, and BELLE had six brands listed. 2012 in the first half of the year, the premium of footwear business, which accounted for 64% of BELLE international, increased by 16.8%.

BELLE international opened in the first half of 2012 Direct shop 752 stores opened in the first half of the year, and 20.4% increased to 11022 by the end of June. In the first half of 2011, BELLE international composite inventory turnover increased by 2.9 days compared with that in 2011, but the stock turnover days of footwear business decreased by 1.6 days. In the previous interview, chief executive Sheng Bai Jiao said that BELLE had no promotional pressure on its existing inventory. Self run shops and self owned brands are the basis for BELLE's steady and healthy international margin.

BELLE international annual report said it would spend 880 million on the acquisition of "Big Step Limited". After successful takeover, it will have synergy with other businesses and enhance profitability. The Group expects Big Step to generate close to 2 billion yuan a year. While stabilizing the high-end shoes market, BELLE will also extend its reach to the women's shoes market at the middle and low end. It is understood that BELLE launched its first low-end brand 15MINS, which focuses on mainland wage earners with a monthly income of about 3000 yuan.