BELLE Continues To Reform To Build Online And Offline Integration Through O2O Mode

< p > BELLE, which has Chinese women's a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the first brand, has encountered growing pains. In recent years, both income and net profit have slowed down.

For the impact of the electricity supplier, how to deal with it? < /p >

< p > BELLE International's shoe B2C website excellent purchase network has 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 online can be delivered nearby.

Perhaps for BELLE, from now on, the power business is no longer an empty slogan, but the beginning of online and offline interactive marketing.

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< p > < strong > > a href= "//www.sjfzxm.com/news/index_x.asp" > BELLE < /a > online and offline fusion < /strong > /p >

After P, BELLE shoes can be placed online and express on line.

Excellent purchase network CEO Zhang Xuejun said, BELLE group 153 warehouses logistics warehousing and distribution system software development is now implemented by the excellent purchase network.

At the same time, the POS system of offline store was launched in August. After the development of the system, it will be implemented in 18000 stores nationwide.

"Once these three systems get through, the business form of the integration of online and offline businesses will eventually be established, and the goal will be achieved in two years."

This will also change the marketing method of the store staff.

According to the excellent purchase network, former store employees are basically doing the marketing of the customers who enter the shop. In the future, three employees will be able to enter the store and sell directly, and an employee will conduct online marketing through various ways such as WeChat.

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< p > in fact, BELLE, which has opened its first store in mainland China in 1993, has been sitting on the top of the top brand of Chinese women's shoes with a fast start shop.

However, the original marketing mode is changing under the changing times. BELLE has experienced growing pains. In recent years, both income and net profit have slowed down.

In 2010, the net profit growth rate was 35.17%, while the net profit growth rate slowed to 2.6% in 2012.

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< p > it is understood that over the past few years, BELLE and its brands have accounted for half or even 2/3 of the shoes in some department stores in areas such as Guangdong.

Moreover, like Lining and other enterprises, BELLE has to face the problems of inventory and so on.

In the early years, BELLE's shoe store prices in the first tier cities were strong, and stocks were disposed of in two or three line cities.

In recent years, with the intensification of competition, BELLE in Guangzhou, Shanghai and other cities not only clear up the stock, even some new products on the market hit half off.

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At P, BELLE chose to expand e-commerce and tried to find a new way to develop it.

BELLE has been reforming since its purchase online in July 2011, and in March this year, it changed its name from the online shopping mall to the best buy Fashion Mall, extending its position from shoes to fashion department stores, and at the same time launched the "excellent shopping mall".

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< p > according to the survey data from AI consulting, in 2012, the overall scale of China's e-commerce market was 8 trillion and 100 billion yuan, an increase of 27.9%, and the proportion of e-commerce economy in the gross domestic product of GDP has exceeded 13%. Data statistics show that the average annual growth of e-commerce pactions in China from 2007 to 2011 is over 30%.

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< p > Zhang Xuejun said BELLE group has seen the biggest threat in the future coming from the Internet, and the buying behavior of consumers will shift from offline to online.

Based on this judgment, BELLE is committed to increasing investment in the Internet field, developing its own electronic business platform software, logistics storage software, and offline POS software, so as to get through online and offline.

"Originally due to offline sales situation can not be displayed in real time, the group has to separate goods for superior purchase goods, set up another warehouse, but in fact, the current online sales of one billion levels a year, there is no need to separate stock."

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< p > strong > a double-edged sword is expected to break even at the end of next year < /strong > < /p >.

< p > however, online and offline integration does not mean price integration. According to BELLE's plan, online can be cheaper than 10%-15% under the line, and the sales performance appraisal system should also be adjusted accordingly.

After the IT system and rules of interest are perfected, will the distribution of BELLE's stores be adjusted if there is a larger proportion of online sales revenue in the future? From the present point of view, there are almost all BELLE stores in the shopping districts of the downtown area, which are very dense.

"We are not thinking so far now."

Zhang Xuejun said.

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< p > of course, the so-called online and offline integration is for BELLE proprietary products.

There are two ways to buy non proprietary products in the future, which are over 50% of the purchase network. First, BELLE is shipped from three warehouses in Beijing, Shanghai and Shenzhen, and two is shipped by the brand itself.

At the same time, it is noteworthy that, for the highly concerned profit issue, Zhang Xuejun recently made a public statement to the media that it expects to achieve breakeven by the end of next year.

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< p >, moreover, insiders believe that BELLE international is not bad enough to do the money for the electricity supplier.

BELLE group's turnover last year was 30 billion yuan, while the excellent purchase network was less than 1 billion yuan.

Compared with several other footwear suppliers, even if they lose money, the excellent purchase network can also afford to pay.

Public information shows that in the past footwear B2C three giants, Le Tao net recently laid off 90%, and pformed itself into a private brand. Good Lok won't get better after its Tencent injection.

Recently, many deputy general figures have also left.

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< p > however, although business opportunities are large, the interactive marketing mode on line and online seems to be worth further deliberation.

A brand shoe dealer said, "the shoes sold on the BELLE online sale are not the same as those in the offline counters. This is also understandable. If we say that after the integration of online and offline, the price of the products is synchronized, and the price of the line is cheaper than that of the offline ones. How do we make the offline products? After the activities of the shopping mall, BELLE still participates in it?" the head of a footwear department of a department store in Beijing also believes that BELLE's current sales channel has been very stable, inventory management is also in place, there is no need for offline channels to sell online clothing for sale, and will reduce the original profit margins under the line.

As a shopping mall, perhaps BELLE will not accept this kind of planning.

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< p > in fact, similar to BELLE's "online offline integration" O2O (Online To Offline) mode, in fact, there are already many "a href=" //www.sjfzxm.com "brand" /a > test water, including fast fashion brands such as UNIQLO, H&M and so on. Online ordering, offline pick-up, and convenience consumers create many business opportunities for themselves.

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