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BELLE Test Water E-Commerce To Sell Clothing &Nbsp; Online Market Breakthrough Or Feedback Line

2011/12/19 9:27:00 17

It has been reported that the nitidine has been crossing the border but never succeeded.

Let's see another BELLE, a cross-border company.

The shoe selling listed company is now deciding to start selling clothes, and it is the clothes of its own brand.

According to BELLE insiders, the BELLE's clothing did not choose the retail channel under the more than 10 thousand lines that it had accumulated in the whole country, but chose to take the online e-commerce mode.

It is understood that

BELLE

Six months ago, people began to invest in manpower, and the mode of ODM is to design outsourcing independently, while online channels will mainly focus on Taobao and excellent purchase network.

At present, Taobao and excellent purchase network are BELLE's trump card sales channels.

Take shoes as an example. BELLE Taobao flagship stores account for nearly 50% of BELLE's footwear volume, and grow by more than 100% per year, with sales of nearly 100 million yuan, but BELLE's own investment network. Although it has just been on the line for about five months, it has grown rapidly. At present, its sales volume is slightly inferior to that of Taobao's flagship stores, which accounts for 30%~40% of the volume.

Host: can such a strong sales channel help to test BELLE's hand in water clothes? Let's talk to Zhang Chunyu.

Zhang Chunyu: first of all, I think it is in every department store, the best counter on the first floor is not only for jewelry, but also for cosmetics and shoes, and shoes are actually logistics, including fast moving areas, which are very demanding.

BELLE

This time he chose a concept of light assets in the field of clothing. He said he could enter and attack and retreat, and then strictly control all his sales data. Because if you give him the terminal channels under these more than 10000 lines, you will have a large amount of stock left, but you can quickly handle the inventory through the online mode.

Secondly, the next thing is that there is a kind of hydrophilic nature between clothing and shoes and hats. The fusion trend of footwear, such as the trend of footwear, can be matched with clothing. The trend of this good horse matching saddle makes him confident of this trend. In a sense, in his sense of pformation, I think he is more of an extension rather than a cross border.

Moderator: and as a consumer, I think this has a halo effect, for example, everyone has a strong interest in BELLE brand shoes. If he comes to make clothes, everyone's preference for this brand will be postponed to the product. This crossover seems to be easier than two needles.

Zhang Chunyu: and there is another point. Internet users are essentially right.

brand

The loyalty is not as high as we think. He may be even weaker than the offline stores. This is why you are a regular manufacturer, and if your matching is basically suitable, you can accept the new brand. That is to say, BELLE sells clothes on the Internet, which is much less questioned than he is selling clothes online. So to him, the breakthrough on the market will eventually feed him down the line.