BELLE Footwear Agency Brand Is Declining For The First Time In Four Years.

< p > at the same time, has operated nearly twenty a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > brand has reached the limit of BELLE international?

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< p > yesterday, the Belle International Holdings Ltd, the largest female shoe retailer in mainland China (BELLE international, 01880.HK) released its 2013 earnings report.

In 2013, the two major businesses of BELLE International showed different levels of growth. Among them, footwear business grew by 5.9% compared to the same period last year, while sports a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > business grew 18.3% year-on-year.

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< p > although on the whole, footwear business has maintained the speed of growth, it is still difficult to cover up the decline of BELLE international footwear agency brand business.

According to the results of the report, in 2013, BELLE International's footwear brand achieved a revenue of 20 billion 270 million yuan with a year-on-year increase of 8.1%, while the income of the agent brand decreased by 9% compared with the same period last year. This is the first time that BELLE's international footwear agency brand has been experiencing negative growth for the first time in four years.

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< p > < strong > footwear agency brand is now growing at a negative growth rate < /strong > < /p >

< p > footwear business is a pillar industry of BELLE international, but in 2013, BELLE's international footwear business growth slowed down significantly.

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< p > financial report shows that in the 2013 fiscal year, BELLE international achieved 36 billion 250 million yuan in revenue, an increase of 10.3% compared with the same period last year, of which net profit was about 4 billion 500 million yuan, an increase of 3.2%. compared with the same period last year. This data successfully reversed the decline of BELLE International's net profit in the first half of last year (down 3.4%).

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< p > but in 2011, the sales volume of BELLE international footwear business increased by 26.5% compared to the same period last year. In 2013, the sales scale of footwear increased by 5.9% compared to the same period last year, and the growth rate decreased significantly.

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In P fiscal year 2013, BELLE international footwear agency brand achieved a revenue of 1 billion 705 million yuan, down 9% from the same period last year.

This is the first negative growth of its footwear agency brand business in the past four years.

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< p > BELLE's explanation is that the termination of individual agent brand business has not been completely replaced by the new proxy brand in the short term.

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< p > 2011 results show that BELLE's own footwear brands include Belle, Teenmix, Tata, Staccato, Senda, Basto, Jipi Japa, Millie "s", "Millie & amp;" and so on, while the agency brands include ",", ",", ",", ",", "and".

By 2013, the number of shoes owned by BELLE international has increased, and the old brands have not changed much. However, the brand of their brands has been greatly adjusted.

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< p > Guo Zengli, director of China shopping center industry information center, said that with the rise of e-commerce, the diversion of customers has affected the performance of traditional retail channels, mainly due to the decrease in the number of shops and the longer incubation time of new stores.

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< p > BELLE international footwear agency brand has changed business over the past few years. It has even stopped some old brands and launched some new brands. The cultivation of new brand stores needs more time than before.

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< p > September 2013, BELLE international bought the Dragon Heaven and Earth Pty Ltd at the price of about 700 million yuan (hereinafter referred to as "dragon Hao").

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< p > Long Hao employees indicated that at present, in the Chinese market, Hao Hao owns two brand and agent brand Timberland of SKAP and DragonSea, and owns more than 600 stores in the whole country.

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< p > after the completion of the acquisition project, BELLE International's footwear business will add two private brand and one agent brand.

In the high-end footwear category, the Chinese market is dominated by the international first-line leisure brands.

SKAP, a brand of high-end leisure shoes, can make up for BELLE International's short board in the field of high-end casual shoes.

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< p > and the information disclosed by BELLE international shows that the acquisition has been approved by the Ministry of Commerce of China, and some administrative examination and approval procedures for the pfer of shares are being processed. It is expected to be completed before the end of the first quarter of 2014.

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Less than P, the acquisition and quantity of BELLE International's own brand will be improved, which may further widen the gap between private brand and agency brand.

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< p > BELLE International said that in the mid-range fashion shoes category, it has operated 6 brands, and there is no plan to further increase its brand. Currently, 3 brands are currently operating on the mainland in the category of medium and high grade fashion shoes. If appropriate opportunities are available, it is not necessary to exclude the appropriate increase or the introduction of one or two brands.

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< p > < strong > acquisition business is effective. < /strong > /p >

Compared with P, sportswear business has become the highlight of BELLE's international performance.

In the 2013 fiscal year, BELLE's sports apparel business grew by 18.3%.

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< p > BELLE international management attributed this phenomenon to a relatively good sales growth in the same store and the contribution made by the new M & a business.

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< p > March 2013, BELLE international completed 880 million yuan acquisition of Big Step Limited, and began its consolidated report in the second quarter of this year.

According to the financial report, only Big Step has contributed more than ten percentage points to the sports apparel business.

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< p > unlike footwear business, BELLE International's sportswear business is dominated by distribution agents.

Among them, Nike and Adidas two agents brand sales accounted for about 90% of the company's sports apparel business.

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< p > it is understood that BELLE international sports apparel business involves only distribution and retail links, while footwear business is a full value chain mode.

In view of their different business models, the gross profit rate of sportswear products is generally lower than that of footwear products.

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In August last year, BELLE international acquired about 31.96% equity in Baroque Japan Limited for 580 million yuan.

Baroque has an advantage in fashion research and development, brand and supply chain.

Baroque has become the entry point of BELLE International's involvement in fashion women's clothing market.

BELLE International said that the cooperation is the first step in the company's involvement in fashion "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "category.

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< p > BELLE international investment project for Baroque was completed in the third quarter of 2013, and the establishment of the Chinese joint venture company was completed in the fourth quarter of 2013.

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< p > in addition to the new business plan, BELLE international will continue to invest in e-commerce and shopping centers and other channels. It will continue to promote the construction and development of the excellent purchase network platform, and tailor the multi brand store format to the shopping center channel.

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< p > by the end of 2013, BELLE international has 19233 stores in the country.

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