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BELLE International Channel Layout Ambitious Expansion &Nbsp; New Stores Opened Last Year 1025

2012/4/1 15:01:00 37

Brand Expansion Of Clothing Shoes Enterprises

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Women's Shoes

BELLE international, with its absolute market power, is increasingly showing its ambition in the sporting goods distribution industry.

At the end of last year, the largest sporting brand agency in Southern China was acquired by Shenzhen leading sporting goods company limited. Recently, it announced that it would buy Nick and Adidas distributors Big Step, which had more than 600 stores, and BELLE's channel layout for sporting goods distribution industry has been gradually clear.

Nowadays, BELLE is closely following Baosheng international and has become the "second child" of the domestic sports brand agent.

1025 new stores opened last year

BELLE announced that it will invest 880 million yuan to acquire a full stake in a company called Big Step Limited, with the aim of increasing the development of sports and leisure market in China with the help of the latter.

Big Step is a sports brand distribution company in China. It sells and distributes Nick and Adidas products in some provinces and cities, and has 600 self operated stores, which is basically the same as BELLE.

BELLE's business scope includes Belle, Teenmix, Tata, Staccato and so on.

footwear

The other main business is the sports apparel business.

BELLE Sports

Clothes & Accessories

At present, the business is mainly based on distribution agents, including front-line sports brand Nike and Adidas, second-line sports brand Kappa, PUMA, Converse and Mizuno.

The first line brand and the second line brand division, on the one hand, is based on the importance of the business. The sales of the two brands of Nike and Adidas account for more than 85% of the group's sports apparel business.

On the other hand, it takes account of the differences and commonalities in operation, management and performance. Nike and Adidas brands have a high degree of awareness and rich structure in Chinese consumer groups. The scale of single stores is generally larger than that of second tier brands, and their profitability is also strong.

BELLE believes that the acquisition of Big Step will enhance BELLE's strategy and channel layout in some regional markets.

In addition, since the business is basically the same, the scale effect can be generated and the procurement cost reduced after the acquisition.

BELLE's 2011 results show that the company has 14950 stores in the sporting goods market, of which only 2011, the company has entered more than 30 new entries.

City

And with more than 200 department stores, 1025 year-on-year growth shops, an increase of 28% over the same period.

Sports apparel income is not equal to footwear.

It is understood that in November last year, BELLE international bought Southern China's largest sports brand agency in Shenzhen for 1 billion 100 million yuan, leading the sporting goods Co., Ltd., thereby greatly improving BELLE's position and competitiveness in the sporting goods distribution industry.

BELLE estimates that after the acquisition of Big Step, the annual sales of Big Step's terminal stores will reach 2 billion yuan.

Analysis points out that sports that can compete with BELLE today

brand

The agent is only Baosheng international, which has more than 3000 Direct stores and thousands of joint stores in China.

Competition in the domestic sports apparel industry is heating up, but it is affected by the international economic situation and domestic population, land and other dividends.

policy

The sportswear industry has gone straight from the high speed development. At the beginning of this year, all kinds of sports brands including Lining, Anta and so on encountered the problem of declining order and high inventory.

From BELLE last year

Financial Report

It can be found that BELLE has 14950 sporting goods terminal stores, far higher than 10270 footwear products stores, but the benefits from footwear products terminal stores are far higher than those of sporting goods terminals.

Last year, BELLE's total sales amounted to 28 billion 900 million yuan, of which only 10 billion 400 million yuan was contributed from sporting goods.

The proportion of sports apparel business income in the group fell from 38.2% to 36%, gross margin was 36.6%, up only 0.7 percentage points from the same period last year, far below the gross profit margin of the footwear products of the group.

According to the analysis of BELLE annual report, sportswear business involves only retail distribution links, while footwear business is a full value chain mode. Therefore, the former's profitability, including gross margin and operating profit margin, is significantly lower than that of footwear business.

BELLE said frankly that the future sportswear business will face many challenges such as general merchandise channel adjustment, fierce competition of international sports brand and overstock of local sports brand.

Although the sports industry continues to operate, but BELLE has not slowed down the pace of expansion in the women's shoes market, in addition to continue to stabilize the high-end women's shoes market, but also tentacles reach the middle and low end of the women's shoes market.

It is understood that due to the gradual saturation of the high-end women's shoes market, BELLE launched its first mid low end brand 15MINS, the main wage earner in the mainland with a monthly income of around 3000 yuan.

BELLE management revealed more recently that it will open 100 low-end women's shoes stores this year, which means that BELLE has finally put down its shoes and women's shoes.

market

The "shoe king" Daphne is facing a contest.