If the previous Belle International in HKEx’s listing stimulate almost all domestic shoe business, “capital” nerve, then Belle M Mirabell International Holdings Limited put the shopping channels, the reality of lost in the domestic footwear industry exam business before.
Shopping channels have been behind a large portion of the domestic footwear enterprises of many popular brand positioning, how much room for competition? Leader in the domestic men’s Aokang Group Chairman Wang Zhentao admits: “Aokang do feel a lot of pressure.”
In fact, beginning from the end of last year, to store channel model based Aokang shopping channel has quietly made the competitive edge. Aokang had some domestic and cooperation not department stores such as department stores, malls are beginning to Nanchang Lieruaokang expansion of the list, Aokang also approved the “purchase” high-end positioning in the Italian shoe 10000 Li Weide expanding into the shopping channel. This can be seen as Aokang on Belle had acquired channel strategy aimed at the “follow-up.”UGG Classic Short Camo
“Shopping channel is the focus of the current layout direction Aokang focus” in the recent investment Aokang Industrial Park West shoes at the interview, Wang Zhentao to the China Business Herald revealed to reporters. In the way, Wang Zhentao that will choose the same number of footwear brands into the mall acquisitions. At present, Aokang, for example, more than 85% Aokang store channels, while 85% of Belle channel layout in the mall.
Although almost half of domestic major shopping malls are all footwear brands Belle Group, but this shoe to Aokang confidence or also lies between the channel and suppliers strive to checks and balances. Wang Zhentao said, “No one would be willing to see their own shopping mall for all brands from the same company.” In fact, Belle, “a dominant” Approaching the monopoly situation has caused attention to shopping malls, in order to avoid Belle brings a strong dominance of the domestic number of shopping malls began to take the initiative to contact Aokang, hope Aokang stationed. Wang Zhentao said, “plus previously, we do store the main channel, now vigorously into the shopping channels, I think it is easier for us, Belle may be more worried about us.”
In another aspect, the rapid expansion of Belle let the domestic shoe lurking waiting for a chance at that, with the Belle shop more and more channels, more and more, fine will be difficult to manage growing, marketing itself has become more complex. Once the Belle of the management, technology and personnel to effectively supporting the expansion can not keep up the pace, then the problems will follow. Especially the main attack in the high-end line of Belle, in a relatively low spending power of first-tier cities of the developing second and third tier cities, apparently facing some business risks.
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