The Shoe Companies Have Been Competing At The Peak, And Now They Have Become Brothers In Distress

Daphne, Saturday and other women's shoe groups have performed poorly in 2016. The same store sales of Daphne dropped 11.7% year on year, and the net loss expanded by more than 50%. Saturday's operating income and net profit also fell 9.64% and 3.96% respectively. This gust of gout in the face of shoe enterprises indicates that the era of selling several styles in a series for a quarter has passed. Once the peak duel, now has become a brother in distress.

In fact, Belle has been involved since 2009 Electronic Commerce 。 At that time, Taoxiu was a B2C e-commerce station under Belle, and the group's online marketing business was operated by Taoxiu as a whole, with its headquarters in Shenzhen. On July 1, 2011, Yougou Online Shoes City invested by Belle Group was officially launched and developed rapidly. From 0:00 on August 19, 2011, Taoxiu was formally merged into Yougou Online Shoes City. In the same year, Yougou disclosed that Belle planned to invest $200 million in three years.

In the early days, Belle mainly sold its brand goods through Taoxiu, an independent B2C website, while conducting online distribution. Xie Yunli, the person in charge of Belle E-commerce and the founder of Taoxiu, announced that Belle would invest 2 billion yuan to develop an independent mall, and made a move that shocked the industry: monopolize the brand shoes of Belle online and cut off the supply of other footwear B2C.

With a conversion rate higher than that of peers, Yougou achieved a sales volume of 1.1 billion yuan in 2013, becoming the largest online shoe shopping platform in China. At the same time, Yougou changed its name to Yougou Fashion Mall, transforming into a fashion e-commerce, and began to expand from shoes to clothing categories, introducing international brands such as DKNY, Tommy, CK, Guess, and becoming one of the largest fashion e-commerce businesses in China at that time. But it was in the middle of this year that Yougou experienced major personnel changes. Xu Lei, the former CMO of Yougou, Xie Yunli, the senior vice president, and Zhang Xiaojun, the COO of Yougou, left successively, casting a shadow on the next development of Baili E-commerce.

It is worth noting that when Xu Lei, the former CMO of Yougou, left his job in 2013, he once said in his "resignation notice", "Belle's culture is very strange, moistening things silently, and I still do not know what Belle's culture is, but I know it is Belle's culture." In fact, for the development of new e-commerce channels Belle International Our attitude is contradictory. On the one hand, Sheng Baijiao said that he underestimated the impact of e-commerce on the market. On the other hand, he was worried that the aggressive e-commerce strategy would affect the sales of the whole system.

As Xu Lei wrote in his "resignation confession", Belle in 2011 is China The retail enterprise with the highest market value is the footwear company with the second largest market value in the world, and the private enterprises listed in China have the third largest market value (after Baidu and Tencent, ranking in no particular order). The annual net profit is about 5 billion yuan. It has many private brands, and is also one of the world's top distributors of Adidas and Nike.

Although Belle International has repeatedly stressed that online business is the company's long-term focus, and will continue to invest resources in the future to explore growth opportunities and carry out online and offline integrated layout, it is hard to see its advantages of a perfect start in Yougou today. The performance of those domestic shoe brands that rose with the department stores in the late 1990s and early 2000 has been relatively bleak recently. However, it should be pointed out that channel is not the only symptom.

For more information, please pay attention to the World Clothing, Shoes and Hats Internet Cafe.