BELLE's First Negative Growth In Stores Is Shocking.

According to the latest retail sales data released by BELLE in the first quarter of this year (2015 3-5), the number of retail outlets in the mainland has decreased by 167. At the same time, BELLE's core main business footwear business and same store sales fell by 7.8%.

What does this figure mean? We can learn one or two from the comparison of past data.

First of all, this is China's largest. Shoe shoe Production and retail companies have a strong scale advantage. Since 2010, BELLE has been roping around with more than 2000 new stores every year. In the craziest 2011, a new store will open in less than 2 days.

However, in 2014, BELLE stopped moving forward. According to data from BELLE in the second quarter of last year (6-8 2014), the number of retail outlets in the mainland decreased by 56 in three months. This is not only the first time that BELLE has seen a negative growth in the number of shops, but also embarrassed BELLE to start a shop in an average of less than 2 days from the previous day to an average of less than 2 days.

Today, when the number of 167 stores is reduced by a single quarter, BELLE The record of closing shop has also been refreshed to close the house in nearly half a day.

"Current Physical store Business is better when it comes to discount sales, otherwise it will be cold and cheerless. Which is the same, the whole industry is having a hard time. A domestic shoe clothing brand sales staff told the new financial observer reporter that the industry has long been away from the golden period. "Loss and closet shops are all expected."

Judging from the performance of other peers, this statement is not false.

In the first quarter, the performance of women's shoes such as Daphne and Saturday was also unsatisfactory. Among them, the total number of Daphne core brand outlets decreased by 14 to 6388, and the same store sales of core brand businesses fell by 15.9% on a year-on-year basis. The operating income on Saturday decreased by 8.93% compared with the same period last year, and net profit dropped by 27.36% over the same period last year.

The bad news is that such a momentum is hard to reverse in a short time. BELLE chief executive and executive director Sheng Bai pepper has pointed out that the weakening of sales performance of footwear companies is mainly due to structural problems rather than cyclical problems. This phenomenon will not improve in the short term. At the same time, this year's footwear profits will decline further, and the same store sales will also be worse than last year.

However, it is worth mentioning that in the first quarter of last season, the same store sales of sportswear business increased by 12.4%. Some media quoted Sheng Bai Jiao's point of view that the footwear business in the past few years has helped the sportswear business, hoping that the sports clothing business can be helped in turn.