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Chinese shoes - Brand Dynamics of traditional Chinese footwear giant shoes king said Belle (store) recently announced a profit warning in 2012, the eye-popping, the second day after the results announcement triggered the stock price plummeted, the market value of a single day evaporation nearly 26 billion yuan, the biggest decline in Hong Kong stocks,http://shopfreenikeskodk.webs.com/. On the afternoon of February 28, Belle investor relations department surnamed Wang told reporters, because Belle has entered a quiet period prior to the month of the performance, inconvenient to reply to any problem. Meanwhile, Belles multiple brands relevant responsible person said, we will remain silent for Belle operating. This the Belle Mode traditional footwear industry to follow suit, in the end in experiencing how setbacks? The brand model reforms will bring a favorable turn to recovery,Christian Louboutin Outlet? The high inventory struggling edge recently, Belle released a profit warning in 2012, the companys net profit in 2012 close to 4.28 billion yuan. Belles net profit in 2011 of 4.25 billion, which means near-zero growth in 2012, Belle. This profit warning caused a strong reaction in the market. Beginning in early 2012, high inventory in the industry as the sword of Damocles, clothing and footwear industry. Belle has a unique integrated business model, have not survived. High inventory always challenging the companys cash flow and continued viability, and even the prospects for development. Shoes and apparel industry association a market watchers said,http://fashmbtjp.webs.com/. In 2011, the high high inventory has become a mountain of pressure in the head of Belle. In 2011, Belle ending inventory amount increased by 34.1% year-on-year to 6.52 billion yuan. Among them, the inventory turnover days increased from 15 to 167.6 days. The company explained that in advance, with the years Spring Festival holiday, stocking, so the amount of inventory at the end of December last year reached a relatively high point. In addition, weak sales and lower than expected,Cheap Louboutin Shoes, resulting in inventory accumulation. Recently, the reporter learned from the Belle, has been the pattern has not led to orders predicament because the inventory changes. Open orders will be the will of the company throughout the year, the region will be under orders, receipt of orders, approached each brand goods and factory, factory production based on orders. The factory received orders from the region, basically have warehouses in major cities, distributed by the district to the warehouse after the counter to sell. The factory does not stock, every day to do a day out, issued by the product will not be sent back to the factory. Work in Belle Shenzhen factory, Mr Zhu said. Destocking effect depends on first-line sales. Belle Guangzhou region of a sales person in charge told reporters. From September last year to March this year, Jiangxi each brand the boots each stores inventory can not be more than 100 pairs of indicators. Various regions will engage in a number of large-scale promotional activities according to the inventory, and last years promotional activities relative to previous years to a little more. (Stores) South BRILUX a sales staff told reporters. Above Guangzhou sales person claimed that, compared to 2011, in southern Chinas stock some improvement, however, the high inventory is still more severe. She explained that the last several discount newer big margin and discount goods are among the performance. In the first half of 2012, earnings call, CEO and executive director of the Belle Sheng Baijiao said, the company stocks as a whole in the first half of 2012 did not change, but the number of stores has risen to more than 1,000 per store inventory decreased significantly, is the sound development of the stock company discount promotions little pressure. But the market is weak, and likely to increase in the second half of the discount efforts. UBS published analysis report has been bearish Belle, Belle the footwear business in the fourth quarter of same-store growth of 3%, compared with a 2.8% improvement in the third quarter not reflect the footwear business is deteriorating. The bank analysts Liangyu Chang recently visited department stores, to find Belle winter goods discount of 4.5%, greater than the earlier highest 5-fold promotional force, reflecting its inventory levels are on the rise. Recovery in dense fog shoes and apparel industry three years does not produce enough to sell the argument shoes and apparel industry collective denial, the digestion cycle needed to achieve one or two years, is expected to have been recognized in the industry. Therefore, e-commerce has become a new battleground for shoes and apparel enterprises destocking. However, in the field of electricity providers, Belle the outcome of the test the water is not ideal. Belles shoes and apparel B2C excellent shopping network was officially launched in July 2011 and started doing platform. Excellent shopping network is to take the line of money to do the online thing, constantly burning money. Belle electricity supplier staff Chow told reporters that traditional enterprises such as Belle, cost control is very strict, you want to Fun electricity supplier market is a challenge. It is understood that, in order to balance the line and online two channels of conflict, many local businesses have adopted the method of product differentiation,Timberland Scarpe, online channels mainly selling brand of entry-level and classic products, of which there are some older sales in previous years line is biased in favor of high-end, personalized new to avoid the various channels of goods repeat. Belle is trying to explore the conflict resolved online and offline. According to Mr. Zhou introduced, some shoes are the the counter special contributions not buy online. The same product online and offline convergence of prices, the product of the old section of the online discount deal more promotional activities. It is worth mentioning is the excellent shopping network CMO Lei Xu left a month ago to return to his former club Jingdong Mall. The reasons for the departure, Xu Lei leave, the likely reason is that the Jingdong routine Belle could not handle. Belle is a very strict cost control companies to spend money to be able to make money, Jingdong burning money grab market approach does not work. Above analysts sharply pointed out,Nike Australia, the electricity supplier for Belle is a very big challenge, but to Belle not understand electricity supplier, electricity supplier team do not understand womens shoes. The overall recovery is still very difficult to predict. These shoes and apparel industry associations who are not very optimistic about the prospects of Belle. Belle said, the number of retail outlets in the Mainland of the fourth quarter of 2012, a net increase of 889, the the footwear business sales during the same period increased by 3%, the sportswear business same-store sales growth was 10%. Increase the inventory of retail outlets in the eyes of the above persons can indeed ease the pressure on the stock,Nike Shoes Online, however, he stressed that the companys earnings strength and consumer environment is the key to a turnaround. The brands will be reducing the burden? Ren Baili middle management who had told reporters that the prominent brand advantage Belle next brands to seek reform, reducing the burden. The industry has been to Belles leading position thanks to the multi-brand channel self, and rapid response supply chain. Some analysts said the shoes depth breakdown of consumer characteristics determine the need for multi-brand strategy, Belle dispersed single brand management risk through multi-brand covering a broader consumer groups, enhance the department store, at the same time, the scale advantages of multi-brand channels the ability bargaining. Belle has 10,000 retail outlets in the country, 10 of its own brand, its own brand in the national top 10 brands, as well as 30 international agency brands. 159,640,000 As of the end of June 2012, with retail outlets, which sold 11,022 shoes, sold 49.42 million sportswear. However, the person told reporters, only a few brands truly operational success and produce high-value brand in the the largest consumer environment is good, many brand operators bring brand + channel strategy to maximize the advantages for Belle. Environment is poor, these brands have increased the the Belle burden. The media came out, the Belle will cease distribution the China Dongxiang Kappa products. Belle said one insider told the reporter, in general, sales of Belle Agent brands, these products are first sent to the factory and then sent to the point-of-sale, the warehouse products no longer issued kappa. According to this argument, Belle cooperation with China Dongxiang rupture has been basically finalized. A long-term observation Belle Analysts believe that Korea is the second largest distributor of China Dongxiang, operating at least hundreds of retail outlets, the proportion of sales accounted for about 15-20 percent of China Dongxiang, which is up to 400 million yuan. Wholesale 4 fold, involving Belle sales to more than 1 billion yuan. Kappa discount sales, the profit contribution of Belle. In addition to breaking up with trends in China, and the fourth quarter of 2012, the first Italian mens brand, the worlds second-largest recreational shoe brand Geox (Geox) will no longer be renewed with Belle, ending five years of proxy cooperation. The brand has retail channel with Belle domestic growth opportunities, and plans to implement a self-mode. For others to do the wedding dress pattern may change. Above pointed out that the process of cooperation with the brands, the brand + wholesale mode but heavier burden on the partners high inventory. Belle restructuring and development, this part should be to reduce the burden of traveling light part. Therefore, she believes that the long-term perspective, the break-up event is not necessarily the wrong choice and change the direction of cooperation with Belle. In the Belle surgery on a brand agency may help Belle out of the woods, however, she also pointed out that Belle must guard against the control over the weakening of the knock-on effect. (Chinese shoes - the most authoritative professional footwear information center)Related articles:

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