BELLE E-Commerce And Online Franchisee Complement Each Other

The head of BELLE believes that nobody knows about the Chinese women's shoes industry. BELLE Empire has been conveying the hegemony of the king of the channel to the business community.

As the largest female shoe retailer in mainland China, BELLE group's nearly 10000 stores have brought huge wealth to them, and its revenue has been 09 years. One hundred and ninety-seven point six one Billion yuan, an increase year on year Ten point seven %. And BELLE's dominance in the land channel is transmitting to the Internet in the air. Starting from the formal launch of BELLE's e-commerce channel in November 2008, BELLE has finally embarked on the e-business train after careful initial investigation.

Face rather than avoid.

BELLE group wading in e-commerce is not like most businesses, either to develop B2C channels alone or to focus on developing C2C channels. BELLE will also expand its traditional channels in the development of e-commerce, which is to open up the whole network operation of e-commerce and realize cross channel integration on the Internet.

"Although BELLE Group officially did e-commerce in November 2008, it has been thinking for two or three years." Xie Yunli, director of BELLE e-commerce business, said. Like all the traditional enterprises' first considerations in e-commerce, BELLE first explored how to avoid conflicts on the line. Through extensive market research, the Group recognizes that e-commerce needs to face rather than avoid. As a result, BELLE group directly subordinate the E-business Department to its headquarters, and was directly responsible for the vice president, and established the official website, Tao Xiu net.

BELLE is no longer a single brand, but a brand army. Its footwear brands include Belle (BELLE), Teenmix (Teenmix), Tata (HERS), Staccato (Staccato), FATO (Senda), Senda (good), good people, BASTO (Senda), MILLIE S (Miao Li), Jipijapa, Joy&Peace (Zhen Meishi), etc. Same consumption level. Such a group army not only has the right to speak on the market, such as shopping malls, but also has strong channel absorption capacity even online. Therefore, when BELLE Group officially entered e-commerce from the official level, many e-commerce channels, suppliers and distributors saw business opportunities.

Complementary advantages with online franchisees

Xie Yunli said that BELLE's e-commerce was not limited to B2C or C2C from the beginning. Instead, it took the whole network mode and tried every channel. The franchisee on the Internet has many advantages that BELLE group can hardly achieve in the short term. "We need to complement each other with their advantages, so that we can save a lot of channel construction, manpower and training costs. For those who have their own online shops or companies, they can also lack quality products, so they can have very good complementarity."

Indeed, if we manage thousands of women's shoes, shopkeepers need to have a very comprehensive ability to set up a fairly high threshold. BELLE, through cooperation with Shanghai businessmen, will integrate the entire online channels, providing one-stop service processes such as sourcing, customer service, logistics and marketing planning. Such an online shop is virtual, but the function is no worse than the actual shop, especially for those who have a large variety of stores. Shopkeepers can also sell professional advertisements through e-commerce platform to attract buyers. In this way, BELLE has also saved a lot of money.

However, for the whole network, we still can not avoid the conflict between line and line. Xie Yunli said that in order to solve this problem, BELLE group first made a distinction between products. 70% of the online products are customized by BELLE group for online design, but they also keep 20% to 30% of the products and offline consistency.