BELLE Is Going Against The "Sports" Trend To Develop The Sports Brand Market.

"P >" in the domestic major a href= "http://sjfzxm.com/news/index_p.asp" > Sports < /a > brand are in the stock crisis, the trend of closing shop, as sports brand channel BELLE (BELLE store) International has earned money.

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< p > worry is Lining (Lining store) company, they recently announced that it is expected in the first half of this year Lining substantial loss of 550 million yuan, and its performance in the second half of the year is still not optimistic.

The joy is BELLE international, as of the end of 2 months of the 14 month performance period, its sports apparel business income was 16 billion 674 million 900 thousand yuan, compared with the end of February 2013 14 billion 6 million 500 thousand yuan year-on-year growth of 19.1%.

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After P, 2008, the sports industry began to fall from its peak, and a large number of sports brands became more and more difficult.

From the second half of 2011, Lining and a href= "http://sjfzxm.com/news/index_p.asp" > PEAK < /a > Anta and so on have seen varying degrees of decline in revenue and net profit, while Li Ning Co lost more than 2 billion yuan in 2012.

The industry's downward trend did not change until the beginning of this year.

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< p > from 2010 to 2012, BELLE International's sports apparel revenue was 9 billion 56 million 500 thousand yuan, 10 billion 412 million 100 thousand yuan and 11 billion 813 million 700 thousand yuan respectively, the growth rate was 12.8%, 15% and 13.5% respectively.

At the end of 2011, at the end of 2011, BELLE International's own shop for sportswear was 4680, and 1025 of the shops were increased in the year.

At the end of 2012, its number was 5474, with 794 shops opened throughout the year.

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< p > "same store sales growth is relatively good, and the contribution of the new M & a business."

For the good performance of sportswear, BELLE international management claims.

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"P > to see such impressive performance, BELLE international has publicly stated that it will increase the development of the sports brand market, improve the product line and supply chain, so as to continue to increase its share in the Chinese market.

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< p > female consumers are not unfamiliar with the slogan "hundred changes, so beautiful". BELLE's own or acting brand of women's shoes has penetrated almost all the department stores in China's various markets in the past years.

The success of women's shoes business has gradually made BELLE a channel with a market value of more than 58 billion yuan.

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< p > when BELLE's main business women's shoes are slowing down (women's shoes grow by 5.04%), it will naturally tilt its focus onto sports equipment.

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< p > > a href= "http://sjfzxm.com/news/index_p.asp" > < < /a > >, BELLE international has a long-standing layout in sports.

In 2001, BELLE sports department was established. Before its listing, more than 1000 sports stores and nearly 50 professional sports cities have been set up.

In 2006, it became one of the largest dealers in Nike and Adidas stores in China.

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< p > but the two acquisition of BELLE sports has been strong.

In 2012, BELLE invested 880 million yuan to acquire all the shares of Big Step.

The other was by the end of 2011, BELLE bought Shenzhen leading sporting goods company for 1 billion 100 million yuan.

Big Step owns 600 stores, and Shenzhen is the largest sports brand agent in Southern China. This makes BELLE's layout in sports channels more perfect. Under the saturation of first tier cities, it can further open the sports equipment market in small and medium-sized cities.

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< p > of course, in the case of major domestic sports brands encountering inventory crisis and closing shop tide, BELLE International's behavior itself has great risks, and even many brokerage firms are cautious.

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Less than P, however, BELLE's advantage is that Nike and Adidas account for 90% of their sportswear, while Nike and Adidas still perform well under the general trend of sports industry recession.

By the end of 2 2014, the revenue of Nike and Adidas business represented by BELLE was 14 billion 783 million 400 thousand yuan, up 19.4% from the same period last year, accounting for 34.3% of the total revenue of BELLE group.

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After the acquisition of Big Step, the two sides started the consolidated statements in the second quarter of 2013, which also contributed more than 10 percentage points to BELLE international.

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< p > of course, in the face of the recession of the big industry, BELLE international must also carry out some reforms.

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The most notable example of < p > is Kappa.

When Kappa's performance has been declining, BELLE international has decisively stopped cooperation with the brand.

Kappa's agent in China is China's trend, and BELLE is the second largest distributor in China. Its sales share accounts for about 15%~20% of China's sales and annual sales volume is more than 1 billion yuan.

It takes a lot of courage to lose this fat meat itself.

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From P last year, BELLE stopped working with Geox, the Italy men's shoes brand.

In 2008, BELLE began to represent the brand called "breathing shoes", and its exclusive agent sales terminals amounted to 340.

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