BELLE Executives Encounter Double Problems

< p > following the departure of CMO (Chief Marketing Officer) Xu Lei and senior vice president Xie Yunli, COO (chief operating officer) a href= "http://www.91se91.com/pioneer/" > Zhang Xiaojun < /a > will become the third senior executives of BELLE's excellent brand purchase network. This year, the loss of executives will undoubtedly throw a cold water on BELLE's online business, which is still groping.

At the same time, the unsatisfactory line of business also tests the shoe giant.

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< p > < strong > loss of executives > /strong > /p >

< p > "the latest news is BELLE excellent purchase network vice president Zhang Xiaojun also resigned (vice president of original Van guest)."

In July 1st, Xie Yunli, the senior vice president of micro-blog's exclusive online shopping website, left the news in July 1st. In July 16th, the founder of Shenzhen electric shock Agel Ecommerce Ltd launched a new report to reporters.

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< p > because the excellent purchase has taken a tight lipped attitude towards the recent personnel changes, the thread of the matter may only be able to see one or two from the words of the reveler.

Coincidentally, the news of two consecutive excellent sales executives leaving in half a month was heard by Gong Wenxiang.

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< p > July 1st, Gong Wenxiang announced the important personnel information of the electricity business in the name of micro-blog: "the general manager of the former BELLE electricity supplier, senior vice president of excellent purchase network, my friend Xie Yunli has left BELLE, and has entered the Tencent today."

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< p > the same as today's situation, the excellent purchase did not give a positive response to the outside world at the first time.

On the contrary, the Tencent electricity supplier confirmed the news and terminated all four voices.

Later, Gong Wenxiang sent micro-blog again and said, "who said I was not accurate?"

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< p > then, Gong Wenxiang, who broke the news of Xie Yunli's resignation, once again confirmed to reporters that Zhang Xiaojun or Xie Yunli, the old comrade in arms, will become a new executive who left the best buy.

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< p > to some extent, although it belongs to excellent purchase executives, Xie Yunli and Zhang Xiaojun are different.

Xie Yunli joined BELLE international in 2007 and served as general manager of BELLE electric business in 2008. He later became senior vice president of excellent purchase.

In the circle, Xie Yunli can be regarded as a talented person who has many years of traditional marketing experience and real experience in e-commerce.

This means that Xie Yun Li is the one who came out of BELLE.

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< p > Zhang Xiaojun is the representative of "foreign monk".

Zhang Xiaojun, who joined COO in April 2011, worked in the Amazon as a senior product manager, director of marketing analysis and director of strategic planning. From 2008 to June 2010, Zhang Xiaojun joined all customers and served as vice president of strategic planning and logistics. Later, when he joined the time of excellent purchase, he founded a fashion trend and became CEO himself.

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< p >, just like today's influence from the rumors of excellent purchase, the news that Zhang Xiaojun joined the excellent purchase was also a blockbuster.

Generally speaking, the weakness of Internet operation, marketing and technical capability has been a short board of Chinese traditional enterprise pformation network platform.

And the best buy is high salary, high-profile introduction of internet professionals, in an attempt to quickly shorten the gap with the leader in this area.

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< p > at that time, excellent purchase had the famous "1311.90,19.00,1.47% triangle" - the VP (vice president), Xu Lei, the VP Zhang Xiaojun who was dug from Jingdong, and Zhang Xuejun, the group leader of BELLE group at the international level.

In addition, Xie Yunli and others, who are responsible for the procurement of goods and the sale of Taobao, can be regarded as the envy of others.

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< p > "the resources of the electricity supplier are like this. A retail companies is just beginning to succeed without money or goods or people."

What about people? More people are recruited from the experience in the electricity supplier industry.

Last year, Xu Lei, then CMO, told reporters.

Nowadays, no shortage of excellent purchase has to be faced with a shortage of people.

Even Xu Lei, one of the "Golden Triangle" representatives of this statement, also ended his purchase in February this year by returning to the Jingdong mall [micro-blog] as senior vice president.

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As a member of the company's founding team, Xu Lei joined P in April 2011 to take charge of marketing, public relations, brand and wireless business.

With more than 10 years of experience in online marketing, it is one of the first batch of Internet advertising practitioners in China. It has made outstanding achievements, and has rich experience in every aspect of Internet advertising marketing. It has made a significant contribution to the rapid growth of excellent shopping.

So when they left, there was an internal employee confessed to reporters "tears".

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< p > obviously, if Zhang Xiaojun's resignation comes true, the "Golden Triangle" will only be left by Zhang Xuejun, one of the core competitiveness of the past. The super luxurious executive line-up will be at risk of collapse.

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< p > "the core figures of the excellent outsourcing network are all gone, indicating that BELLE's electricity providers are undergoing a major adjustment."

< a href= "http://www.91se91.com/news/index_p.asp > > Shanghai < /a > Wan Qing Business Consulting Co., Ltd. CEO Lu Zhenwang said.

According to other sources, the resignation is not just a few currently open, but the news has not been officially confirmed.

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< p > according to the press, Zhang Xuejun, the excellent purchase of CEO, will be heading north from the headquarters of BELLE in Shenzhen this week to Beijing, where the headquarters of excellent purchase is located.

Although the purpose of its visit is unknown, it is certain that the current difficulties and challenges can not be evade.

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< p > "when you do a certain degree, your money, people and goods can basically bring you no profit, you have to go out of your own way, which is very painful at that time."

Xu Lei's remarks on new financial journalists in May last year were quite forward-looking. Now, the money invested by BELLE has been burning for two years. People are running away, and goods can no longer rely solely on BELLE.

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< p > < strong > electricity supplier test < /strong > < /p >

< p > in the eyes of many people, the trouble of excellent purchase is not confined to the problem of executive turnover.

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< p > take the first general manager of Taobao mall and the original Dangdang COO Huangyan as an example. It has publicly pointed out two problems of excellent purchase: first, the influence is not enough, and the business circle is out. Many people do not know the excellent purchase. They think that BELLE is an electric supplier like a luxury hotel into the ravine. The two is that BELLE has intervened too much in the process of doing business. Since they have looked for Xu Lei and Zhang Xiaojun who know the electricity supplier, they have let Zhang Xuejun from BELLE come to CEO. "You ask too many people to use it. It depends on who the decision-maker is."

CEO Zhang Xuejun is from BELLE, which makes it hard to change ideas.

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< p > what needs to be recognized is that Zhang Xuejun's experience in electricity supplier may have a gap compared with several foreign aid hired by heavy capital.

After all, although it has personally established the first e-business team of BELLE, but as vice president of BELLE group, Zhang Xun Jun participated in BELLE international financing and listing all the year round, responsible for investor relations, and approached a large number of European and American investors.

It can be said that Zhang Xuejun is very clear about investing in traditional enterprise projects, but the investment mode of Internet business is not good enough.

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< p >, however, it is questionable whether the interference and restriction of Zhang Xuejun and the BELLE group behind the purchase of BELLE is so great.

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"P >" when we communicated with BELLE's boss, we made three or five years of planning. After making a conclusion, we reached a consensus that if we achieve sales volume, he can recognize how much we lose.

As long as the final financial statements are fully in line with the original plan, he will not be entangled with us. Instead, he will ask us what difficulties we need now to support him, and we need him to help us mobilize resources.

He will not question the growth of our business and will not question our financial figures.

Xu Lei told the new financial reporter that the group said it would not disclose the performance of the electricity supplier independently for three years, but would be installed with other businesses. "So people will not know how much our specific sales are, so we can go ahead and do it first."

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< p > after all, BELLE, who has already made a big bet, does not want to rush out the business.

"In terms of BELLE's business layout, excellent shopping has the mission to get through the online channels, and the success or failure is very important. This is also the reason why BELLE has invested heavily in buying the network."

When it comes to the importance of BELLE to BELLE, "a href=" http://www.91se91.com/news/index_c.asp "shoes and clothing industry < /a > independent commentator, retail information and e-commerce observer Ma Gang said so.

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< p > actually, objectively speaking, the overall performance of excellent purchase is still good.

According to Chen Shousong, an independent electricity supplier analyst, the competitive strength of the two years before the purchase of excellent products is still possible. Compared with the competitors, though many nights later, traffic volume and trading volume have entered the front line at least.

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At the same time, P has tried every possible way in its business mode.

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On line, at that time, it was also known as online shoe city; in May 2012, when the top two brands of domestic footwear became the top 2012, the best buy was launched in low-key fashion channel and began to accelerate the expansion of category. At the end of 2012, excellent purchase announced that it accelerated the platform strategy. In addition to the original Tmall [micro-blog] flagship store, it opened flagship stores in the Jingdong, Dangdang, suning.com, micro-blog and 1 shops, and will also enter more platforms in the future. It will not only make the shoes and clothing products more diversified, but also enhance its sales volume and influence. In March this year, the online shopping mall has been renamed as the excellent shopping mall, and will be extended from shoes to fashion department stores. < p > excellent purchase in July 2011

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< p > "in the future, we hope that 3-5 years from now, excellent purchase is a fashionable and quality shopping website, so I will not limit what the specific categories are, but we may not be able to do things that are purely standardized.

Such semi standardized products like clothing or even home may be done as long as they meet the needs of users.

Although Xu Lei has stepped down from office today, the planning and deployment of excellent purchase mentioned previously is still advancing step by step.

According to the plan, excellent purchase will continue to decide the future expansion of the website by the characteristics of the supply chain.

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< p >, which means that the trouble of growth will continue to haunt Yexing and BELLE group.

"The most painful thing to do is to have pain forever.

You said there was no pain. Just after a few days of good days, there was another problem. "

This sentence from Xu Lei's heartfelt words is a maxim to his successor.

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< p > < strong > shoe industry low > /strong > < /p >

< p > besides the difficulties of online business, the growth bottleneck of offline business has also brought challenges to BELLE group.

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Earlier than a few months ago, BELLE executives released information to major investment banks before the general meeting of shareholders. The sale of BELLE international has slowed down since 2013, and the growth in the two quarter will be lower than that in the first quarter.

In the beginning of July, a performance preview report released in 2013 by CICC showed that the growth rate of brand clothing's mid report performance was generally low. The report expects that BELLE's mid term performance in 2013 will turn 1% down.

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Less than P, BELLE's investment brokerage firm is not only a CICC company.

In recent days, Da he research has cut BELLE's -2014 revenue forecast in 2013 to reflect slower growth in same store sales.

BELLE's sales growth forecast for the same store fell from 7% to 5% this year and the gross margin was down by 1.4 percentage points year-on-year.

The bank said that the situation is improving, but it is not expected that BELLE's growth will return to its previous level, which is mainly driven by the potential of acquisitions and low-end cities.

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< p > facts show that BELLE's performance in the two quarter of this year is indeed not satisfactory.

In the second quarter of 2013, the number of BELLE's retail outlets in China increased by 426, while footwear business grew by only 0.5%, while that of sportswear sales increased by 2.5%.

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< p > "no matter from the level of BELLE's growth, its relationship with agents and the level of its performance, it shows more or less such worries."

A shoe industry colleague, who declined to be named, told the new financial reporter.

At the same time, Ma Gang also expressed concern about BELLE to the new financial reporter: "BELLE's domestic market capacity has been very difficult to break through, and the positioning of the relationship between the brand and the consumer group determines its growth bottleneck."

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Besides P, labor costs and costs are rising and the macroeconomic environment is low.

On the one hand, although the gradual expansion of manufacturing base capacity helps to directly produce labor costs from diluted units of production, the proportion of labor costs has increased significantly in terms of retail links.

In the words of BELLE, this is mainly determined by the general condition of the market wage level, but at the same time, it is also a result of low store efficiency and low efficiency, which is not enough to offset or ease the rise in wage costs.

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"P", on the other hand, the economic environment is full of challenges, and the major economies in the world are facing sluggish demand and weak recovery. Meanwhile, there are many structural problems.

Under this background, the consumer retail market is weak, and the middle and high-end market represented by department stores is not well developed, and the customers are cautious.

So BELLE made it clear in its 2012 annual report: "as the base continues to increase and the growth of the overall economy slows down, the growth rate of the consumer retail market will be slowed down in the future, and it is difficult to repeat the supernormal and high speed growth of the past ten years."

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< p > "there was an exhibition of international footwear and leather products in Guangzhou some time ago. At that time, many enterprises said that after the collapse of large factories last year, sales of many enterprises have not improved, and even some enterprises have shouted out the shoe industry."

The footwear industry colleagues said that the outstanding economic environment is not obvious rebound, overcapacity, inventory backlog, homogenization competition and other prominent contradictions are still plaguing this year's shoe market development, "this situation is BELLE can not control, even if it is the industry giant, it can do only in the trough to find a way out."

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