Shoe Boss BELLE: Uniqueness Of Market Operation

The market positioning of high-end brands in BELLE's own and agent is one of the reasons why BELLE achieved only about 3000000000 sales in 2006 and profits were nearly 1 billion.

Shenzhen BELLE has completed the pformation of a shoemaker from a manufacturing factory to a large retail chain enterprise.

Such a high return on market profitability, such a rapid pace of development, BELLE's great success behind the extraordinary extraordinary.

Aside from the successful operation of BELLE in the capital market, what are the unique features of BELLE's market operation?

There is no advertising everywhere (almost no advertising in any media), no artificial speculation of human eyes and no clever marketing strategy. Since 2006, when BELLE set up a factory in Shenzhen before the listing, BELLE has achieved an annual sales of about 3000000000 in 2006, with an annual profit of 977 million, an increase of more than 4 times than that in 2005, an increase of 13 times than that in 2004, and an annual tax of over $100 million. Shenzhen BELLE has completed the pformation of a shoe manufacturer from a manufacturing factory to a large retail chain enterprise in 15.

Such a high return on market profitability, such a rapid pace of development, BELLE's great success behind the extraordinary extraordinary.

Aside from the successful operation of BELLE in the capital market, what are the unique features of BELLE's market operation?

One of the market operations: positioning high-end high-end women shoes belong to fashion products, life cycle is short, the risk of market operation is also large.

BELLE will own brand (Bellee, Tata, Teemix, Staccato, FATO) women's shoes retail market price of each pair is located between 300 yuan to 1800 yuan, the higher market positioning ensures the profit margins of all aspects of distribution, even if part of the unsalable sales will not affect the overall sales profits.

BELLE's Nike, Adidas, Lining, Joy&Peace, Bata and later joined LV are internationally renowned, high-end brands, and their profit margins are also considerable.

BELLE's own and agent's high-end brand positioning is one of the reasons why BELLE achieved only about 3000000000 annual sales in 2006, and its profit was nearly 1 billion.

Two of the market operation: pformation from manufacturing factory to retail chain enterprise. Shenzhen BELLE factory was established in November 1991, and put into operation in March 1992. Shenzhen BELLE was originally a brand OEM in Hongkong.

In 1993, the first BELLE retail store in the mainland opened in Shenzhen, and BELLE began to pform into a retail business.

In 1995, BELLE started to build a brand retail network, but at that time, the retail industry in the mainland was limited to foreign capital and the limited capital of Hong Kong, Macao and Taiwan. It was difficult for BELLE to reach the threshold of retail business in the mainland. Shenzhen BELLE adopted ingenious ways to choose the individual distributor who had the common management concept to become the sole retail agent in the region.

In 1997, BELLE signed an exclusive distribution agreement with 16 individual distributors. As of July 2002, these individual distributors have developed more than 600 retail outlets. Since then, 16 individual distributors have been merged into Shenzhen BELLE investment.

By the end of 2004, the retail sales of BELLE in the mainland had reached 1681.

Shenzhen BELLE's vision and time change, only 13 years, it completed 1681 retail outlets and outlets layout in mainland China. The value of these 1681 terminal retail network has strong attraction for all investors. This is also one of the reasons for BELLE's success in the capital market, and also a strong support for BELLE's rapid growth in sales.

Three of the operation of the market: multi brand operation, the main commanding point of large department stores. BELLE's own brand has developed from the original single Bellee to the five major brands of Bellee, STACCATO, teemix, TATA and FATO, that is, the differentiation of the brand, and the breadth and depth of the BELLE product line in the terminal.

All practitioners familiar with Shenzhen's department stores know that BELLE's popularity in Shenzhen has been made step by step from the big shop counters.

In the shoe area of several famous large department stores in Shenzhen, BELLE has several major brands, three or four counters, hundreds of square meters of business area and the best location of shoes, so that BELLE and other similar manufacturers brand is so striking and domineering.

Like fast-moving consumer goods in large business super store shelves, BELLE occupies the best and largest row in the shoe department of big department stores.

The influence of the famous hundred stores has brought huge flow to BELLE, and BELLE's special counters in big department stores have become the best advertisements.

Shenzhen Tianhong mall is a department store which has the best reputation and the fastest selling department in Shenzhen. BELLE and Tianhong mall have reached a strategic cooperative relationship. Where does the rainbow store branch go, where does BELLE follow up unconditionally, while Tianhong gives BELLE the best business location and business area.

The deep cooperation between BELLE and Tianhong shopping malls has made the rainbow become the dominant position of BELLE in footwear manufacturers. So when other big new department stores are inviting merchants, do other brand shoe makers have to ask BELLE to come in?

BELLE has virtually become the weather vane of other brand shoe manufacturers, and BELLE has virtually won the position of brand shoe trader.

BELLE multi brand operation is also reflected in the agency and cooperation brand. BELLE's own brand plus agent and cooperative brand (Nike, Adidas, Lining, Joy&Peace, Bata and later joined LV), BELLE holds 10 strong brands in its hands, strong brand resources make BELLE in a strong position in cooperation with powerful terminal large department stores, and makes it easier for BELLE to win many favorable conditions.

Multi brand operation is conducive to reducing the distribution cost of BELLE in direct logistics distribution, thereby reducing the operating cost of the entire marketing system.

Many famous clothing brands in Shenzhen are developed gradually by setting up counters in large department stores.

It can be explained that even if there is no hard and fast advertising campaign, relying on the commanding heights of the terminal department stores and a series of successful operations, BELLE's brand awareness, brand influence and the rapid development of the market can be achieved.