Chapter 8 Section 1 Belle's Past and Present

Belle Shoes was founded in Hong Kong in the 1970s. In the 1990s, Mr. Deng Yao, a famous Hong Kong shoe designer and senior industrialist, introduced Belle Shoes to the mainland, and re-positioned the packaging for the mainland market, which achieved great success. On March 8, 1992, Shenzhen Belle Shoes Co., Ltd. was officially put into production, and the first pair of Belle women's leather shoes in mainland China was born. Belle (Belle shoes) brand is the first brand of Belle Shoes Group. Belle comes from the French word "beautiful woman". It mainly focuses on fashionable leather women's shoes and also produces men's shoes. urban white-collar workers.

Belle Shoes is famous for its mid-to-high-end women's formal shoes chain operation in mainland China. It has a variety of styles and has established its own distinctive brand image with high-quality products. In just a few years, it has quickly been loved and supported by consumers.Belle established a brand retail network, and began to choose distributors with common business philosophy to become the local exclusive retail agents, specializing in selling the series products of the brand owners.Brand owners and distributors communicate closely and cooperate with each other in product promotion, publicity, research and development, design and other aspects, which greatly promotes the development of brand retail network.

In 1994, Belle's second factory - Ligang Shoes (Shenzhen) Co., Ltd. was registered and established. In 1995, Belle took the lead in implementing a one-stop linear chain operation mode of vertically integrating production, supply and sales with the production enterprise as the leader, relying on major shopping malls and regional distributors in the shoe industry in mainland China, and put forward the "high-quality The market strategy of "product + quality service + unified brand image" quickly occupied the commercial channel. In 1998, Belle's national sales market layout was basically completed, and the group officially introduced the second leather shoe brand - STACCATO (Staccato).According to the monitoring and statistics of the retail market in key shopping malls across the country, Belle has won the sales champion of women's leather shoes in China for three consecutive years since 2000. In 2001, Belle even won the double championship of sales and sales of women's leather shoes in the country.In 2005 and 2006, the scale of Belle women's shoes grew rapidly, and the multi-brand operation of the footwear business was further strengthened, forming a number of self-owned brand series (Belle, Staccato, Teenmix, TaTa, Fato) and agency brands (Joy&Peace, Bata) .The sales scale and profit growth of all shoe brands have been greatly improved, and it has become the largest retailer of women's shoes in China.As of December 31, 2008, Belle had a total of 6,050 self-operated retail stores (including self-owned brands and agency brands) of footwear in the Mainland.