Sports Shoes And Apparel Companies And BELLE International Relations Are At Risk.

< p > after losing the three largest distributor, Baosheng international, the relationship between China's "a href=" //www.sjfzxm.com/ "sportswear" /a "," a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" shoes "/a" and "the trend of China" and the second largest distributor BELLE (franchised store) International are also at risk.

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< p > recently, a number of media quoted BELLE news that BELLE will no longer distribute Kappa products of China's trend.

And just now, when BELLE came to cut off the news of cooperation, it just hit the key point of the company's performance announcement that the company's performance declined in the second half of 2012.

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< p > relevant industry insiders say that the breakup of BELLE's international market value of nearly 123 billion of the market value and the market trend of over 5 billion 800 million yuan in China has been broken.

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< p > "whether BELLE will focus on" a href= "http://sjfzxm.com/news/index_f.asp" casual shoes < /a ", abandon sports category, or shrink the important signal of operation. At present, all two are possible.

Whether China can rearrange the distributors' channels and strengthen the channel's right to speak is also on the move.

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< p > on the above market rumors, the reporters call BELLE and China for the two party respectively. As of press release, no reply was received.

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< p > last week, BELLE International released its performance forecast for the first time in the second half of this year, with net profit shrank by about 10%.

Then BELLE's stock price fluctuated for many days.

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< p > self performance fluctuation may only be a part of the "breaking up" incident.

In fact, BELLE international has always wanted to clarify the business plan of its leisure footwear and sports footwear, and the distribution of interests among brands is the top priority.

Under such a premise, Kappa, which is poor in performance in recent years and concentrated in shops, is equivalent to "giving advice to others" at this time.

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< p > similar events are not the first ones in the industry. In 2009, Daphne (franchised stores) abandoned the latter's agency business because of the decline in Nike and Adidas's performance.

At present, BELLE in addition to Kappa in China, but also agents CONVERSE, Puma and other sports brands.

Although the economic factors have had an impact on the sales of these sports shoes brands in China, the Kappa brand is undoubtedly the biggest impact on consumption promotion and other factors.

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< p > according to the financial data, as of the first half of 2012, the total number of Kappa brand stores decreased by 569, a decrease of 18.2%.

In the reporting period, China's profits also dropped by 56.9% compared to the same period last year, only HK $97 million.

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< p > for this reason, the company attributed the reasons to two points in the earnings report: on the one hand, the continued downturn in the market led to a reduction in the sales target of the dealer, resulting in a reduction in the number of sales; on the other hand, the reduction of sales discounts for the over season products and the adjustment of the dealer's supply policy for speeding up the inventory clearance were also responsible for the current predicament.

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< p > < strong > China trend canal operation < /strong > < /p >

< p > although China seems to be making the final communication at the moment, it has not condemned the death of the two sides, but the liquidation of its distributors has come to light as early as last year when it broke up with Baosheng.

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< p > it is reported that among the distributors in China, the top three distributors are Mai Sheng Yuehe (a company jointly funded by China's trend in 2011 and some of its distributors), accounting for 40% of the revenue. BELLE occupies the second place, accounting for 15%-20% of its sales, while the third largest distributor is the Baosheng company that has broken up, accounting for about 220 stores in China.

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< p > the termination of cooperation with Baosheng in the first half of last year is regarded as a signal for China's trend to increase its control over its own channels.

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"P", as mentioned in the industry, China's momentum to cooperate with BELLE has disappeared.

In the past few years, China has relied on BELLE's demand for channel construction in the past few years. However, it has been less and less in recent years, and the problem caused by the weak control channel is becoming more and more obvious.

If the two sides really do not cooperate, their own funds are more abundant in China's trend, perhaps it can also be used as a "blessing in disguise" to grasp more than half of the brand's retail terminal resources.

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Before P, China's trend has revealed many similar ideas.

Chen Yihong, the former head of Li Ning Co and chief executive of China trend, has publicly stated that Chinese companies are a wholesale mode and brands do not control retail channels.

The difficulty of "brand + wholesale" mode is that as long as you sell wholesale and the ticket is finished, sales volume has already been formed for the brand, and it will not pay attention to the change of the retail side.

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"P >, but he also admitted that it was very difficult:" everyone is accustomed to wholesale, and pformed into brand plus retail or retail plus brand mode. The concept and practice of team including channel must be changed.

We have no experience in doing the new model. Even if we think about it, we may not be able to do it. "

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