Belle: The total terminal retail sales exceeded 50 billion in 2017

　　Recently, Sheng, President of Belle Shoe Division and President of New Business Division, published his summary of Belle's past year and future adjustment direction at the 2018 New Business Division Annual Ceremony.

　　According to Sheng Fang, the group's total terminal retail sales exceeded 50 billion in 2017; EBITDA exceeded 9 billion Hong Kong dollars. Among them, the footwear business has stopped its decline for three consecutive years and achieved sales growth in 2017. More importantly, its profit growth reached double digits, and the sports business continued to grow rapidly. Last year, both profits and sales in the sports business were expected to exceed more than 20%.

　　As for the operating efficiency of 20,000 offline stores of retail terminals, 100 million items can be sold a year, with an average of 300,000 orders sold per day; behind these 300,000 orders, the daily traffic is as high as 6 million.

　　This is its first report card since it delisted on July 27, 2017. It is not difficult to see that Belle's transformation has begun to show results.

　　In order to cope with the changing business environment and meet customers' needs such as personalization, convenience, experience and high cost performance, Belle started from new retail, new resources, new culture, new organizations and new mechanisms, and carried out a series of changes.

　　In Shengfang's view, if any company can successfully transform with digitalization and new technologies, it will experience explosive and breakthrough growth. And those companies that cannot keep up with the development of digitalization and new technologies will quickly decline.

　　In terms of resources, brand initial and CAT have joined new business departments; newly built integrated marketing departments; and rebuilt the network center. It is worth mentioning that in August after the delisting, the group decided to establish a new retail center. At the same time, a group of key talents have also been gathered. For example, CTO Liu Jianguo, he is a former partner of Baidu; Jacqueline, who is in charge of new retail marketing, comes from Xiaohongshu; Janner, vice president of the footwear business department, comes from Heki, Oushili's parent company; Nancy, president of e-commerce, is a VP from Vipshop.

　　"Standing at this new starting point in 2018, we are facing the new business environment and the needs of new customers. We must use new technologies and new resources. With the support of these two, we must seize the opportunity and grasp this window period, and quickly complete the transformation of new retail." Sheng Fang said, "The purpose is to create sustainable and greater value for our customers. This is the basis for our rebirth from the ashes, and all of this requires new culture, new organizations and new mechanisms as guaranteed."

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