BELLE Brand New Action Bet On Artificial Intelligence New Mode

Transformation is a process, and BELLE will eventually get the answer.

July 19th,

Sign a strategic cooperation agreement with the horizon of the embedded AI platform.

Exploring the deep integration of the retail scene and AI technology under the line, mining the deep relationship between the "people's freight yard" in the retail scene and finding a new mode of smart retailing has become the core issue of the cooperation between horizon and BELLE.

As a rising provider of artificial intelligence solutions, the horizon has gradually occupied a place in the embedded AI market by self developing chips, self researching algorithms and creating "end + cloud" two terminal computing.

With hard power, how to apply this muscle to the retail scene has become an urgent problem for the horizon.

Similarly, as China's biggest shoe and clothing retailer, BELLE is born with heavy physical problems.

Profit declines, delisting...

In recent years, news of BELLE has made BELLE look "bad".

But on the other hand, the deregulation and lightness of the delisting led BELLE to open hands this year: in April, BELLE's brand Staccato and jitter combined to flash; in the same month, BELLE and Tencent announced that the best MALL landing BELLE; June,

Today, BELLE has found the horizon.

With rich brand matrix and large offline retail store resources, the horizon has the leading AI technology, and both sides have a good foundation for intelligent cooperation.

Behind the seemingly complicated and complicated attempts, BELLE seems to have its own logic of consistency.

01

He Yifan, founder of "box lunch finance", said in his book "through through": "the environment of crisis has made Chinese entrepreneurs more aware of their sense of crisis and change than their counterparts in the West.

Their pformation cycle is actually shorter than that of western entrepreneurs, often 10 years or even shorter, and there will be greater strategic adjustment.

The rise of BELLE in a specific historical period has undergone many adjustments.

In 1997, BELLE established a franchise system, and its brand became a national brand overnight in all parts of the country.

In 2002, BELLE joint dealer set up BELLE investment, acted as exclusive distributor of BELLE group, and successfully recovered the power of channel.

In 2004, BELLE recovered BELLE's investment in all assets and realized the full channel of production to marketing.

In 2007, BELLE was listed on the Hong Kong stock exchange. It was bought and sold all over the capital and dominated the shoe and clothing industry.

This is the history of BELLE's development and the expansion of traditional shopping malls in the 345 tier cities.

With the triumph of the song, the thunder and lightning of the electricity supplier is ringing.

In the golden window of e-commerce platform in 2013~2016, BELLE missed the best time to expand business quickly on the large scale e-commerce platform.

In 2009, Tmall hosted the first double 11 or 27 brands to participate in the sale of Taobao mall. Its total sales volume was 50 million yuan.

In the same year, the total business revenue of BELLE group was 19 billion 761 million yuan.

In 2015, the Tmall double 11 party was held in Beijing water cube, when the turnover of double 11 was 91 billion 217 million yuan.

In the same year, the total business revenue of BELLE group was 40 billion 790 million yuan, an increase of 2%, and net profit fell by 38.4% to 2 billion 934 million.

Such a comparison is unfair and inappropriate, but it vividly demonstrates the speed of electricity supplier's surge in its own surging year.

2015 is tradition.

Brand year of pain: BELLE cut 162 retail outlets in 2015, Daphne closed 805 stores all year, and Bosteng reduced 548 retail outlets by September 30, 2015 compared with September 30, 2015.

When the brand line of shoes and clothing was frantically shut down, the online retail sales of apparel products in 2015 quietly gained 21.4% year-on-year growth.

BELLE painstakingly managed to shop under the Wanjia line. Suddenly, it seemed that it had left itself unfinished: no one bought shoes, and the place to buy shoes changed.

BELLE has not forgotten the tradition of adjustment.

Tao Xiu net, founded in 2009, and the excellent purchase network established in 2011, witnessed the exploration and counterattack of BELLE under the extrusion of the electricity supplier channel, and also reflected that this once dominated the domestic women's shoes.

The stubbornness of the brand.

It is still the bigotry of BELLE before 2015 that "beating but joining" has never been the choice on the card table.

But times are changing, and there are always directions for change.

In BELLE's 15 to 16 fiscal year's performance meeting, the 65 year old BELLE CEO Sheng Bai Jiao suddenly asked the reporter who was there, "should we pform?"

The reporter replied, "pformation!"

Sheng Bai pepper said, you gave me a little confidence.

A year later, in August 15th,

19 days after the withdrawal of the listing status of the Hongkong stock exchange, Sheng Bai pepper wrote in an internal letter to the entire staff:

"...

Over the past few years, great changes have taken place in China's retail channel environment, which has caused a great impact on the footwear business model based on department stores.

...

If we do not seek new and no change, continue to follow the old road, we will have profits for the time being, but we will continue to decline in the long run, and ultimately we can not survive in the market.

Change and pformation are the ultimate goal of privatization.

"

Good medicine is bitter for the mouth, but it is good for the disease. Privatization is a bitter medicine that BELLE gives itself, but it lets BELLE get rid of the bondage of perfect financial report and can go to battle lightly.

Today, holding up the banner of retail digitalization, more than 20 thousand retail outlets of BELLE have gone from bad to bad.

02

The world knows that BELLE is doing digital pformation, starting in April this year.

In April 18th, BELLE announced that its cooperation with Tencent in digitalization was further deepened: the Tencent cloud smart retail division took the lead and the Tencent excellent map laboratory as a technical responsibility, and BELLE's quality store as a pilot entity store digital pformation project "excellent Mall" will be first landed at BELLE COCO Park NIKE shop in Futian, Shenzhen.

Li Wenzhuo, vice president of BELLE, once mentioned in a speech that the traditional stores have two problems compared with the electricity supplier: first, the traditional stores only have the result of data settling before digitization, it is difficult to further enhance the efficiency of the stores through display in the store; secondly, the traditional stores are basically capable of passive operation because of the siting of the location, and they do not have the ability to actively operate passenger flow.

Through cooperation with Mall, BELLE has accumulated considerable experience in digital operation and diversified interaction.

A real example is that the traditional sports stores usually do the shopping according to the 70% men's money and 30% women's money. A shop in BELLE is also laying the goods on the same day in a few years. But after accessing the digital products of Mall, BELLE found that the female occupying ratio of the store's passenger flow exceeds 50%, but the sales of the stores have only accounted for 30%, because only about 30% of the women are in the proportion of women.

And because of the deceptive nature of the number, the store's annual orders are based on 30% of the women's money.

In fact, as long as the SKU is added to this store, the display of women's goods can bring about obvious pformation.

Finally, the store increased by 30% of women's SKU, the sales of single store women increased by 40%, and the sales of whole store grew by 20%.

In the past, because the traditional stores did not precipitate their customers' attributes, many wrong mistakes from the beginning would continue, and a large number of potential orders could only disappear.

With this dimension of gender, operation scheduling with more sense of hierarchy can be obtained immediately.

The real example is always happening.

Data statistics show that in the Spring Festival of BELLE listed in January this year, one shoe line was ranked first in the week trial wear rate, but the conversion rate was only 3%.

BELLE's special store went to the store and found that the shoes were very beautiful, but it was very uncomfortable after the foot.

After the re launch in March, the conversion rate reached 20%, and the sales increased by 5 times.

If the past trial wear rate records the popularity of the style, today's try conversion rate can reflect the comfort of a pair of shoes from side to side, and again increase the sense of hierarchy of operation, and the power of digitalization can be seen.

03

Unlike Mall, which is built on Tencent cloud, the horizon brings out a "end + algorithm + cloud" dish, and the embedded digital retail solution combined with cloud computing is built in the form of built in self chip.

In this set of smart retail solutions called HOBOT, the sunrise processor's camera has become the underlying digital hardware for offline retail.

As an embeded artificial intelligence solution provider who has long been famous in the field of automatic driving, horizon's self-developed sunrise processor has a complete visual ability, which can directly operate visual inspection scheme at the front end and pform it into the structured data needed by the manager in real time.

For people, HOBOT can accurately re evaluate the statistics of passenger flow (in / out), consumer attributes (gender and age), consumer shopping line analysis, open up the existing membership system, precise CRM services, enhance the frequency of customer purchase and repeat purchase.

For goods, HOBOT can record and count shoppers' attention products and categories according to the moving line and hot graph, accurately understand the degree of concern (see, pick up, try, buy), plan and display products and product mix, and plan stock and goods reasonably.

In view of the field (retail space), HOBOT carries out the analysis and analysis of the hot line and trajectory by using the moving line and track statistics and analysis, the effective line layout, the shelf layout, the reasonable planning of product SKU, and the reasonable planning of the sales area, the experience test area, the member area and the cash register area, so as to enhance the flat output per unit level in the retail scene.

It is reported that BELLE international cooperation with the horizon has a long history.

In May of this year, Internet queen Mary Mikel released the Internet trend report in 2018, referring to the case of landing cooperation between horizon and BELLE.

At the signing ceremony, Li Liang, executive director of BELLE international, said: "...

With artificial intelligence, the offline retail data will be online and structured, and provide the possibility of further mining data value, which is in line with BELLE's continuous development of big data capacity.

Industry insiders commented that through this cooperation, the smart retail solution on the horizon can be more effectively polished and optimized in a large number of landing scenes. With the landing of AI technology, BELLE International's intelligent retail strategy will further develop, while enhancing the consumer experience, we can get valuable decision reference from more dimensions.

The Tencent's hand in hand began in April, but its real digital process may have been doomed from accepting the offer of privatization like high leverage capital.

Like BELLE, high level capital is also one of the investors on the horizon. The cooperation between the two parties is logical.

As the capital of Tencent, Jingdong, didi and the US group, Gao Ling has provided the unique soil for BELLE's digital pformation.

Transformation is a process, and BELLE will eventually get the answer.