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BELLE International Counter Trend To Buy "Brand" Online, Offline Integration

2013/9/10 19:31:00 8

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BELLE International Acquisition Brand Expansion

after last month's 5 day acquisition of about 93 million 963 thousand of Japanese Baroque company's 31.96% stake to enter the women's clothing market, in the evening of September 8th, BELLE International (01880, HK) announced that its two Affiliated Companies yesterday (September 9th) entered into a share purchase agreement with a number of independent third parties to acquire all the issued share capital of the Dragon world shares at a price not more than 700 million yuan. 
 the effect remains to be observed .
 it is understood that the Dragon world is mainly sold in the mainland "a href=" http://www.91se91.com/news/index_c.asp "footwear products" /a ", leather bags and bags, owns and operates a number of private brands. 
 for the purpose of the acquisition, BELLE International said that the acquisition will improve the group's current brand portfolio, so that the group owns and runs its own brand in the high-end casual shoes category. In addition, the Dragon world is in the same industry category as BELLE, and is in line with the business nature of the group. Therefore, it is expected that after the acquisition and BELLE international will achieve synergy and benefit from scale efficiency. 
 Du Yanhong, a researcher in the retail industry of CIC, told the daily economic news reporter that "a href=" http://www.91se91.com/news/index_c.asp "BELLE international" /a "is playing a big role in buying cards, aiming to improve the market scale and competitive strength by using the low tide of the industry. The acquisition of high-end leisure footwear brands and clothing accessories will help to broaden BELLE's international product line and product category. 
 analysis also pointed out that the overall downturn of the industry is a good time to hunt for the bottom, but it will also occupy the capital of enterprises. BELLE International's performance is not good, and mergers and acquisitions have further drag on the risks of enterprises. 
 for this, a long term observation a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a > analyst told reporters that listed companies can raise funds, so the so-called financial pressure caused by the acquisition does not need too much attention. While the listed companies have growth demand, BELLE international needs to rely on more new products and retail channels for future growth. 
"P" has always been BELLE's "brand rapid expansion" in the industry is more typical. In the shoe and clothing industry independent commentator Ma Gang, this is also BELLE International's business strategy. BELLE is relatively special, some enterprises attach importance to marketing, BELLE international pays more attention to retail channels. Through acquisition, it can be integrated in retail resources and human resources, so as to achieve scale. However, it remains to be seen whether the acquisition of some small brands in the mainland can be bigger and whether it can play the desired role of BELLE. 
 online and offline fusion 
 according to the reporter, BELLE International's recent income and net profit both slowed down. In August 23rd, BELLE International released the first half of this year's performance report, during the reporting period, the company's revenue was 17 billion 800 million yuan, an annual growth of 11.1%, compared with the same period last year, the growth rate of 15.36%. In addition to slowing revenue growth, its net profit fell 3.4% to 2 billion 170 million yuan, compared with 2 billion 240 million yuan in the same period last year. 
 Ma Gang pointed out that the competition in the footwear industry is more intense, and the impact from the electricity supplier is obvious. 
 in the face of the slowdown in performance, BELLE International said it will actively expand online sales. At present, the electricity supplier accounts for less than 5% of the company's sales. In the first half of this year, the loss is 30%~40%, and the loss situation is expected to be reversed in the next 1~2 years. In addition, excellent purchase network recently announced that its parent company BELLE international wants to realize the integration of online and offline businesses. In the near future, when consumers place orders online, 18000 stores in about 300 cities under BELLE international online can be delivered nearby. 
 it is reported that the so-called "online offline integration" does not mean price integration. According to the BELLE international plan, the online price can be less than 10%~15%, and the sales performance appraisal system should be adjusted accordingly. 
 however, the industry seems to have some doubts about its interactive marketing mode. Once online products are synchronized, online prices will be cheaper than offline, which will undoubtedly hurt the interests of physical stores. Du Yanhong said BELLE International's "online and offline integration" is in line with the needs of the development of the industry, and it can further integrate the company's online and offline businesses. But BELLE international still needs to pay attention to and solve some problems, such as adjusting the category and price system of online and offline products.