BELLE'S Huge Investment To Buy &Nbsp Network; Innovation Dilemma To Be Solved

The temptation of electric business is hard for the shoe giant to calm down.

Yesterday, an online footwear B2C website, which has not "full moon", has been officially confirmed and has been invested in hundreds of millions of dollars. The investment is mainly from the BELLE international [16.10 1.13%] Holding Co., Ltd. (hereinafter referred to as "BELLE international", 01880.HK).

The first Financial Daily reporters learned from people close to BELLE international that the total investment plan is close to RMB 3 billion yuan, and Baidu will also participate in the stock market. The specific share is still under negotiation, and the results will be expected in August.

But behind such a huge investment plan,

The investment obtained by excellent purchase network may be the largest investment in the domestic footwear e-commerce industry.

Prior to this, footwear B2C good fun three rounds of financing to get about 87 million U. S. dollars;

For this investment, excellent purchase and BELLE International's position seems to be more cautious.

When the reporter called Zhang Xuejun CEO and BELLE e-commerce general manager Xie Yun Li for details, they said they were not able to discuss details at the moment.

The best buy network is headed by CEO, vice president of BELLE's "BELLE" international group, who is at the helm of BELLE.

Zhang Xuejun has been involved in the financing, listing, acquisition and merger of BELLE international, as well as the establishment of BELLE e-commerce team.

Zhang Xiaojun, vice president of original Vic, will be the best buy online shoe city COO. Xu Lei, former vice president of Jingdong mall, will be the best buy online shoe city CMO.

Perhaps the most powerful resource to boost the development of BELLE is not capital but the advantage of the supply chain.

Statistics show that BELLE's market capitalization is nearly 140 billion yuan, is one of the largest retailers of sporting goods in China, is the largest agent of Nike and Adidas in China, and it also acts as a proxy for Lining [8.96 -4.68%], Reebok, Kappa and other brands. Besides, it also owns Teenmix, TaTa, Staccato, Xun Da, and so on.

Now, with heavy investment and excellent purchase, BELLE international seems to want to find the "cash in" window for its supply chain advantage in the new channel format.

However, like all traditional industries, the huge offline business has brought BELLE a lot of water.

"BELLE has tasted the sweetness of e-commerce, but it must balance the online and offline businesses.

If online products allow too much profit, they will have an impact on their offline sales. It is expected that BELLE will compete with other websites by offering online products exclusively.

Su Huiyan, an analyst with AI consulting, said.

This is not the first test of BELLE International's electricity supplier. As early as 3 years ago, BELLE international has built its own online shopping platform.

The performance of Tao Xiu is not outstanding.

According to BELLE International's earnings report, operating income reached HK $23 billion 706 million in 2010, an increase of 20% over the same period last year.

But net sales revenue is only 100 million yuan a year, accounting for 0.4% of total revenue.

Interestingly, from the website layout, product category and marketing strategy, BELLE's investment network is almost the same as that of Tao Xiu.

"Tao Xiu is regarded as a test water. Now the big move throws an independent B2C, which shows that BELLE is very optimistic about the e-commerce platform and hopes to make it bigger."

An e-commerce commentator told reporters.

A footwear B2C executive said that the performance of the show was not outstanding, and the domain name was not good from the operational perspective. Compared with the excellent domain name, the name of the well-known executives plus supply chain + capital was set up, which is conducive to the operation and promotion.

But at present, whether it is commodity category, product price or marketing form, excellent purchase network does not reflect too much innovation.

By contrast, competitors from gifted buyers, good Lok, and Le Tao, who have been growing up for 3 years in footwear B2C, have started a series of new marketing moves.

Chen Hu, vice president of Le Tao, told reporters that after completing the layout of 70 big brands and 150 small and medium brand products, Le Tao is locking the "Chao brand" into third product lines. At present, Le Tao has won the right to use "hot birds" and "fruit ninjas" and other popular games.

In front of them is a piece of shoes vertical electronic commerce is not small cake.

It is estimated that there are more than 400 billion yuan market share in the field of footwear B2C in the mainland, and only 2%~3% has been developed.

Data show that in 2010, the independent vertical footwear business, sales of good Lok reached 200 million yuan, and sales of Yue Tao network were about 100 million yuan.

However, some people in the industry worried that BELLE, Baidu and Baidu would seize the market by blocking the brand channel, so that other footwear B2C would be hit.

In this regard, Li Shubin CEO said that BELLE is providing services for many large and medium sized businesses, and is also a long-term cooperative relationship with good Lok. It is expected that BELLE will not shrink seriously. At the same time, BELLE will enter the electricity supplier and sell its brand in the early stage.

Chen Hu told this reporter that due to inventory control and supply stability problems, Le Tao had stopped working with BELLE's own leather shoes brand six months ago.

As for the sports brand in the BELLE proxy list, "there are more than one large domestic agents, and there is no need to worry about this."