Looking back at the history of footwear brands, we can find that Belle, the former shoe king, got on the bus late, but the transformation was very fast. The unique effect here can show its unique significance, which is not simple for an old brand.
Compared with the above, we can see that in the brand transformation, in recent years, all kinds of brands have different behaviors in the face of electronic shock and digital perspective. As a former shoe king, Belle didn't seem to do well at first, even slightly behind. Daphne has been fighting Belle in the market for quite a long time, but Belle has risen quietly in it, and now it has become the point where Daphne needs to rise again.
The two have the same comparison. Belle and Daphne both introduced third-party capital, but under the impact of digital network, their cognitive order and operational ability are completely different. What is the magic of Belle who is quietly climbing again?
Belle once existed as a local footwear brand in China. When it was first listed in 2007, its market value quickly exceeded HK$ 654.38+050 billion. In the following five years, it developed and the stores continued to expand, which was similar to the direction of most footwear brands. The number of stores expanded from 3,828 to 654.38+04.950, and one store was entered during the period.
In the following years, it developed rapidly, becoming the second listed shoe company in the world with market value and Nike first. After that, the development began to change slightly.
The network impact brought by e-commerce since 13 has changed consumers' ideas. Through online marketing, Taobao's Double Eleven and JD.COM's brands are increasing. 6 18 of COM has begun to hit a new historical height. This has caused many consumers to change their consumption concepts, both online and offline, and even once thought that online is more convenient and cost-effective.
Operating profit, after the high level of 65438+February 2003, has been declining all the way, and has not improved, even lower and more difficult. In fact, Belle's management is not blind to the development of e-commerce. As early as June 2009 165438+ 10, Taoxiu was established. To test vertical footwear e-commerce. At 1 1, B2C has a good purchase. The establishment of com has increased investment in manpower and technology. The positioning is not accurate enough, and consumers' consumption feelings are unfriendly, which also makes Belle's e-commerce business once enter a dilemma. In the following days, its performance once fell from 14 to 16. Belle used to be like Daphne's reform
Shoe King used to open an average of six stores a day, but later switched to closing at least two stores a day. And such a state of operation, but also let Belle into a crisis, market panic, selling Belle's stock and so on, it seems that not many people are still optimistic about Belle.
At the right time, meet the right person and make the right decision, the old brand will also have the magic of rejuvenating. Belle met a noble man-Zhang Lei. As an investor who has a soft spot for Internet investment, Zhang Lei began to observe Belle at the beginning of 17. When Dambert hit rock bottom, it was his chance to give Zhang Lei.
Zhang Lei is very optimistic about Belle's brand. 16 years, the sales volume will be more than 65 million pairs of shoes, plus more than 35 million pieces of clothes, the sales volume will reach more than 40 billion, and EBITDA (pre-tax profit, interest, depreciation and amortization) will be more than 6 billion, which proves Belle's potential and value, but it lacks an information reform.
In Zhang Lei's view, Belle has a complete industrial chain and product coverage, different customer groups from operators, and a global retail network and store coverage. It is the only retail network enterprise in the world with more than 20,000 managers. When everyone thought Belle was just an old brand and a traditional enterprise, Zhang Lei saw Belle's advantages and Belle could create a new model.
In addition, the acquisition of Belle is in line with Zhanglei Gaoyou Capital, and the target is Vision Fund, so it is imperative to acquire Belle.
As an investment magnate who has invested in Internet industry decision-making, Zhang Lei knows the strategy of the Internet very well, and thinks that the advantages of traditional enterprises in the Internet need to be improved. "Not internet plus, but+Internet".
After thinking about Belle through the Internet, Zhang Lei found that Belle's popularity is still very high, and this kind of passenger flow even ranks among the top ten e-commerce companies in China. In this kind of fitting and passenger flow, Zhang Lei identified the technical quantity to improve efficiency, and formulated two strategies, one is to develop terminal empowerment workers, and the other is to reposition store managers and shop assistants and tap their potential.
Terminal tools combined with big data, Belle created a complete system of visual identification and customer consumption records for strategic sales adjustment. Under the analysis of big data, customers' sales perception and comfort are greatly improved. Zhang Lei also believes that employees are the core of the brand.
By using different tools, the store manager can see the data and try-on situation from the mobile phone, and the clerk's mobile phone can generate posters of shoes and the forwarding methods of various discount coupons. Belle began an outstanding transformation. In 20 19, Belle formally proposed to the Hong Kong Stock Exchange to spin off its sportswear, shoes and hats brand and list it in Hong Kong. Shocked the entire investment circle and became a legend.
Employees, data, store traffic brands, etc. These seemingly simple marketing elements were applied in Zhang Lei's hands. Later, many people thought that Zhang Lei had the ability to turn decay into magic and was chased by investment.
Now look carefully, the same type of brand, Daphne's transformation and adjustment, seems to have this taste. How about this answer sheet, but it will take time to prove it. However, Belle's marketing counterattack can prove that a problem can only be developed when people who really understand brands and information technology meet. A good swift horse always needs Bole to dig.
Part of the information in this article comes from the return of the shoe king! How did Belle, who once fell to the bottom, successfully counterattack in two years? 》
Belle's marketing strategic plan
Belle's brand marketing
# Professional wear expert #