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BELLE'S Main Brand "Staccato" Enters The Japanese Market.

2014/7/8 14:58:00 95

BELLE Staccato Japanese Footwear Industry

August last year, < a href= "http:// www.sjfzxm.com/news/index_x.asp" > BELLE < /a > International (01880, HK, hereinafter referred to as BELLE) announced the acquisition of 31.96% stake of Barok, Japan's fast fashion brand retailer with HK $733 million. The industry is generally optimistic that BELLE will borrow Barok to enter the women's clothing market. However, BELLE's idea is more than that. 
 yesterday, Xiao Yiping, director of BELLE investor relations, told reporters that BELLE had tried to test the Japanese shoe market with its advantages because of its market share and market channel in Japan. 
 many people in the industry told reporters that BELLE intends to take the pace of internationalization, but is still in a cautious expansion. Because the Japanese market has limited sales of imported leather shoes, the future market potential is still worth watching. 
 BELLE Japanese shop is operated by Barok .
 it is reported that BELLE will enter the Japanese market with its flagship brand of women's shoes "a href=" http:// "www.sjfzxm.com/news/index_c.asp" > Staccato < /a >, and plans to open 50 stores in the next few years, and strive to achieve sales of 10 billion to 20 billion yen (about 613 million to 1 billion 226 million yuan) in sales centers in Tokyo. BELLE plans to sell women's shoes at a price of 15 thousand to 20 thousand yen (919~1225 yuan) in Japan, and then gradually open the market for men's shoes and sports shoes after opening the market. 
 it is understood that BELLE will open its first store at the LumineEst commercial building in Shinjuku Station in Tokyo at the end of August, and will open 4~5 stores in Ginza and Nagoya this year. Next year, it will open shops in major cities such as Sapporo, Osaka and Fukuoka. In addition, BELLE will open counters in department stores and shopping centers. 
 to expand the Japanese market, Xiao Yiping told reporters that BELLE had also tested the water in the international market. Last year, it bought Barok. The latter has a certain share and market channel in the Japanese market, so the company wanted to take some shoes in the trial camp. In the future, BELLE's shoes store in Japan is run by Barok. 
 data show that in August 2013, BELLE acquired 31.96% of the total share capital of Japanese clothing retailer Barok Japan Limited through its wholly owned subsidiary, pun crown limited, at HK $733 million. Barok mainly engaged in the retail business of clothing and accessories in Asia. As of April 30, 2013, Barok had 348 stores, including 319 local stores and 29 overseas outlets, distributed in the mainland and Hongkong. 
 the market potential of Japanese footwear industry is waiting to see .
 May 26th, BELLE announced the 14 months' annual performance announcement as of February 28, 2014, indicating that BELLE realized a total revenue of 43 billion 67 million yuan, an increase of 10.05% over the same period last year, achieving a net profit of 5 billion 159 million yuan, up 0.97% from the same period last year. Among them, footwear business growth slowed down significantly, revenue grew by only 5%, and footwear sales in the same store increased by only 0.6% over the same period last year. 
"P > footwear industry analyst Ma Gang told reporters that whether it is to enter the clothing market, or to march into the international market, it is BELLE's response to many years of high growth sales and profit growth slowdown or even decline. 
, however, Xiao Yiping said that the development of the domestic retail market has a cycle. For the international market, BELLE has only taken an attitude of trying, and will not plan to open many stores for the time being, because Japan has limited sales of leather products, so the turnover target will not be very high, and will not have a great impact on BELLE's current business. 
 in the view of Magang, BELLE still intends to expand the international market, but the market potential is still worth watching. "The sales volume of 50 stores should be 600 million to 1 billion yuan, which means that the turnover of each store should be 120 million yuan. It is very difficult to expand the international market with Chinese brands." 
 it is understood that < a href= "//www.sjfzxm.com/news/index_x.asp" > Japanese shoe industry < /a > import market is huge, which has great attraction for Chinese shoe industry brand. According to the data released by Japan leather and leather products industry association, as of the end of October 2013, the import volume of footwear products reached 55 billion 20 million yen, an increase of 28.9% compared with the same period last year, and the average consumption per capita of footwear products was 1720 yen, an increase of 6.5% over the same period last year. But there are also restrictive factors in the Japanese market. Statistics show that since the tariff quota for leather shoes imported from Japan came into effect in 1952, only 12 million pairs of leather shoes are allowed to be imported at regular rates each year. The quota will exceed 30%, or higher. 
The key question of P is how to open the international market for Chinese shoe brands. Ma Gang said that although China has long occupied the status of the largest importer of Japan's footwear industry, it is mainly because of its price advantage that low and medium end shoes are very popular. BELLE is faced with the question of how to let the Japanese accept the brand of China's high-end footwear.