Be Reborn! BELLE From 6000 Stores To Net Profit 2 Billion 200 Million, What Did It Do?

Do you remember? "A generation of shoe king" BELLE Do you?

I still remember that at the age of the most wanted high heels, the pair of high-heeled shoes that had been sneaked across were the hundred Li's.

I also remember that when I was a kid, I could see a BELLE with my mother in a shopping mall or downtown commercial block. The red signboard is very noticeable.

In the 00 era, BELLE could be regarded as the pinnacle of China's footwear industry. 150 billion 。 Its brand BELLE, Tata, Teenmix... BELLE almost occupied the women's shoes area on the first floor of the department store.

At that time, there was even a saying: Wherever women pass by, there must be BELLE.

It was in 2007 -2011. 5 years BELLE stores 3828 families Extend to 14950 families Equivalent to There are 2200 stores a year and 6 stores a day. As far as department stores are concerned, the streets of two or three cities are small enough to see BELLE as long as you pass by.

BELLE is expanding at the same speed as God, and of course it also gains the same performance as God. Revenue HK $28 billion 945 million Such a huge amount is enough for BELLE to sit on its feet. "Big boss" Status.

Just when we thought BELLE wanted to enlarge the territory of its shoe Empire, BELLE began to stop expanding. Behind the "crazy shop" is a hole that is hard to fill.

In 2014, shoe king BELLE began to show signs of decline.

Later, BELLE has been reduced to an average. 3 stores are closed every 2 days. That's the point. By 2017, "shoe king" BELLE collapsed.

Finally, China's "shoe king" BELLE Delisting and acquisition End. Even BELLE's two founders, chairman Deng Yao and CEO Sheng Bai pepper did not take part in the acquisition, and announced the sale of all BELLE shares.

I suddenly remembered that when I saw the news, I asked if I had put it in the shoe cabinet. More than 10 double hundred Li. My mother: Do you remember BELLE?

The answer is:

"BELLE? How long have I not bought it? "

"Generation shoe king" BELLE can be described as thoroughly.

A kind of

Recently, however, the president has heard that BELLE has changed. Last year's net profit even exceeded 2 billion 200 million.

Even recently, BELLE's sports business sector has also submitted its application for stock offering to Hong Kong. It is estimated that HK $7 billion 800 million will be raised.

A generation of shoe king BELLE, is this coming back?

In the first two years, BELLE closed 3 stores on average every 2 days. Where did 2 billion 200 million earn this year?

Everyone thinks that shoe king BELLE has fallen. However, This year, its footsteps did not stop.

Last year, double 11, BELLE fought a good battle. BELLE group's online sales break through. 968 million yuan In less than 2 hours, it surpassed all day sales last year. 71% increase It has set a new record for single day sales.

In fact, last year, double 11, BELLE has. 12000 shops To participate in it, to open up online and offline, for a considerable amount of revenue has made a paving the way.

Think of one of the reasons why BELLE crashed at that time, was it not the impact of the electricity supplier?

Now, BELLE online and offline completely open up, using nails and hand washing, BELLE international ushered in. 1 million 680 thousand fans under the line Growth.

This innovation has also brought a push for BELLE.

Last year, it began playing cross-border, and the target of the joint was the two years' big fire. Uncle Tong 。 It's hard to imagine?

The memory of BELLE was once a good time for many women, but later, the style became more and more beautiful, and the charm of the product was gradually missing. So development is becoming weaker and weaker until consumers forget it.

The BELLE of the year before was still the same as the old one.

Unexpectedly, the style of BELLE's joint with Uncle Tong is fashionable and looks quite young.

In order to get closer to the younger group, BELLE takes the theme of "changing into oneself" from the youth social orientation of the constellation, and through the creative content forms like video MV, subway propaganda, friends circle advertising and so on. Let us have a more comprehensive understanding of the younger BELLE.

Of course, BELLE tried more than crossover. For the physical store, "Intellectualization" Has become a major trend. BELLE just caught the trend, playing smart in the store, upgrading its store.

After implementing the intelligent store, BELLE has realized the "three links" of goods, members and services. Nearly 80 thousand BELLE shopping guides save time for dealing with trivial tasks.

At the same time, intelligent stores also give users a better sense of experience, giving customers a deeper impression.

Last April, BELLE Stake in Fashion brands Initial It is the vintage full of brand that the president loves. Annual circle 1 billion A proper dark horse for domestic products!

Also last August, it Holding Designer brand of light luxury shoes 73Hours 。 73hours is also like a tiger. Just a name carries its own traffic. The rally is fierce. Not only in TV dramas. Many stars are still rushing to bring goods.

It's not just these two little sisters, fairy sisters. Liu Yifei Red flower Zhao Liying ... is 73hours's "loyal powder"!

I have to say that the shoe king is still bull! The eye of joining the stock market is really extraordinary.

This is not over yet. A few years ago, BELLE had already acted. Nike, Adidas, PUMA, Converse These sports brands. Yes, those brands that you are very familiar with almost have shoes with BELLE.

Maybe your new sneakers will make BELLE a success.

If you think the shoe king only coveted the sports shoes market, it would be wrong. Even Japanese women's wear brand Moussy and SLY Agents have been accepted by BELLE!

Although the scale of these two brands is not large, they can always hear the Moussy store break through. 10 million SLY single store breakthrough 7 million The rumors of... Can be seen that the brands that shoes are looking for are not ordinary roles.

Although sales of footwear are declining, BELLE still earns money in sports and clothing brands.

From the beginning to get rid of the shadow of the electricity supplier, to try to join together, to inject new vitality into BELLE, and then to excavate the new market...... we can see that BELLE has been constantly changing, and has been looking for opportunities to rise.

This year, the constant thinking of BELLE makes me feel that it is still the tenacious BELLE.

Looking forward to seeing it again one day. "As long as women pass by, there is BELLE." Such a myth.

Summary

In fact, not only is BELLE, like Baleno, Smith Barney, many old brands are changing, they are also looking for the best time to make a comeback.

In any case, as long as everything is prepared, the result will not be too bad.

Because opportunity is always reserved for those who are prepared.