How To Walk Through The Epidemic Situation And Walk Out Of The Smile Curve

From the spring and Autumn period and the Warring States period to the Tang, song, Ming and Qing Dynasties, the poems, poems, ink paintings and feelings that have been handed down for thousands of years have been integrated with modern fashion through modern digital technology.

On September 23, Belle International (hereinafter referred to as "Belle") joined hands to create the "annual fashion gathering ceremony" on the gathering day of cost-effective group. With the theme of "pursuing the light of light together", Baili International (hereinafter referred to as "Baili") pays homage to the light of art and civilization with a show that transcends time and space, integrates retro and fashion.

From left to right: young dancer Li Xiang; Zhou Xiaoyue, vice president of Baili international e-commerce center; Janner, vice president of Belle International Marketing Zhang, executive director of Belle International, President of footwear division and new business division, Li Ronghao, spokesperson of Belle International Group, Sheng Baijiao, chairman of Belle International, vice president of Alibaba group, general manager of tmall fashion business unit and FMCG business unit, Su Yu, marketing general manager of Alibaba Daju economic business unit, and Alibaba Daju cost-effective business Yunxiang, general manager of operation Department, Hu Bing, vice president of Baili international and general manager of Baili brand

Bailey, known as the "king of shoes", has delivered confidence in the post epidemic market with the grand ceremony that has come as scheduled, and proved its brand potential with its brilliant achievements. On September 23, Baili International Group's gathering day, online sales of fashion footwear business increased by 74% over the same period of last year. What's more, offline sales increased by 21.6% year-on-year, and the same store increased by 26.9% year-on-year. In the post epidemic era, nearly 4.4% of the eight major regions were involved Ten thousand employees braved the wind and waves, worked hard, and finally achieved self breakthrough and year-on-year transcendence.

Looking back on Bailey's performance since the outbreak, we can find that even in the dark moment under the influence of the epidemic, Bailey still actively responds and pursues the light.

Under the impact of the epidemic, the dilemma is the whole industry. Due to the suspension of offline stores, Baili's Omni channel performance income fell by 70% in February. However, after rapid adjustment, Baili achieved positive results in all channels in May, with year-on-year growth in scale and profit; double-digit growth in profits in June and July; and double-digit growth in scale and profit in August.

Why can Baili go through the epidemic and walk out of a "smile curve"? After a deep understanding of Bailey's business logic and layout, we may be able to solve the doubts.

　　 Digital construction of "whole business and management process" on the cornerstone of hard power

In the past 30 years, Baili has witnessed and experienced the ups and downs of the industry. Under the continuous exploration and polishing, it has formed a unique full value chain mode and built a solid closed-loop enterprise.

In 2017, after privatization, Belle entered the road of transformation and upgrading, and began the digital construction of "full business and management process".

　　 Building digital Omni channel network based on huge direct business flow

Covering 300 cities in China, there are nearly 10000 stores in two major businesses of fashion shoes and clothing. The huge offline direct retail network is not only the core competitiveness of Baili, but also its lifeline. With about 3 million people entering the store every day, Bailey has accumulated huge offline traffic.

Based on the huge front-end retail network and offline traffic, Belle began to focus on building an all channel network integrated online and offline through digitization. Through the innovation and exploration of digital tools and live broadcast, we can create diversified scenes to communicate with young consumers, making the omni channel more flexible and imaginative.

The "all you see" and "all you see" service for consumers is the "all you see" and "all you see" service for the whole line.

In the early stage of business recovery after the epidemic, Baili, together with nine entities of Hubei Wushang group and more than 300 online communities, finally transformed the sales performance of more than 4 million yuan with the mode of "brand + physical store + Internet", and jointly created a new mode of live broadcast with the channel side to restart the Wuhan market.

The scale of e-commerce has been significantly increased and the proportion of e-commerce has been increased. As early as 2016, Belle, which has a keen insight into the changes of customers, began to test water live broadcasting and took this as the marketing position of new scenes. In 2018, Belle launched a live broadcast to upgrade it to a strategic business of the group. In 618 this year, Baili's brand self broadcast accounted for 6 of the top 10 in tmall women's shoes industry, and Belle's official flagship store ranked first in the large clothing industry. At the same time, Bailey joined hands with several head anchors to create more than ten million pieces.

In addition, Bailey is constantly exploring innovative forms of live broadcasting. On April 10, this year, Baili's new product cloud launch attracted nearly 3 million people to watch, which promoted the daily sales of Baili × jusuan clothing brand to increase 214% year-on-year, and Belle's official flagship store increased 201% year-on-year.

　 Digital support "order and supplement" mode to improve supply chain flexibility

In addition to the rapid development of the whole network, the whole channel has been able to develop rapidly during the past 30 years.

Bailey's value chain system comes from its unique mode of "order overlapping", that is, the first order, replenishment and iteration account for 40%, 30% and 30% respectively. Under such a dynamic mode of goods, Bailey's brands quickly adjusted their orders during the epidemic period and lowered their orders for spring goods. At the same time, thanks to the advantages of online and offline inventory, the final inventory did not rise but fell year-on-year. Due to the good control of spring product inventory, Bailey quickly resumed summer orders at the end of April when the epidemic situation slowed down, ensuring the new products in May and June, and meeting the demand of consumers for products in the corresponding season.

At present, Bailey orders more than 10 times a year, almost every month, which has high requirements for supply chain and inventory management. Therefore, Bailey takes digitalization as the support to grasp the change of customer demand and consumption trend in real time, supports commodity planning and R & D with the upgraded "dynamic ordering and replenishment" mode, empowers the production line with lean management, improves the product quality and production efficiency, greatly improves the flexibility of the supply chain, adapts to the new rhythm and meets the consumption demand.

　　 Digital tool "bailing +" Empowering shop assistants to improve organizational management efficiency

With the digital operation of the front-end Omni channel retail network and the digital support of the back-end full supply chain, Bailey's "all business digitalization" has already taken shape, and the research and development of the digital tool "bailing +" is another innovation of Bailey in "digitalization of management process".

The shop assistants can check each other's performance in real-time, and they can participate in the online management, and can automatically improve their performance through online training. The use of "bailing +" has greatly improved the efficiency and business ability of store staff.

In addition to the support of "bailing" in the period of "epidemic management", bailing can also be well organized. During the epidemic period, all the staff of belle worked online through "bailing +". From February to June, there were more than 20000 video conferences sponsored by employees, 100000 people participated, 1000 training sessions and 70000 person times participated, which greatly improved the management efficiency.

　 Continuous innovation and iteration to maintain brand vitality

Only continuous innovation can be sustainable. Baili, who has been working in the industry for many years, knows this well. Through the continuous upgrading and updating of its brand stores and products, belle is redefining the fashion that conforms to the contemporary young people.

The upgrade of main brand Belle upgrades the original bailihong logo into a concise and neat all black cool and elegant logo from the visual image, which is more in line with the aesthetic of modern young people; from the external image, through the official promotion of Li Yuchun as the new spokesperson and the cloud launch of new products, consumers can feel the brand connotation of Belle's continuous innovation and change.

Staccato combines fashion trends with brand DNA through product innovation to better interpret the brand's shining, delicate and fresh style features.

Tata's image upgrading starts with products and launches Ido wedding series with unique brand DNA, aiming to create a social topic fashion brand with love as IP.

Hush Puppies upgraded the brand to the image of "family, comfort and life" with the leisure comfort function and adorable DNA of the products.

From the perspective of market feedback, no matter whether it is Belle's flagship store in Shenzhen, after upgrading to the seventh generation of new image store, for the first time, it surpasses the non new image stores in the same region and the same level, and the sales volume has increased by 71% year-on-year, or hush After the upgrade of the image of puppies, the performance of maintaining a high growth rate for three consecutive years is enough to prove that belle is building brand memory with a brand-new brand concept and building a shoe and clothing group that is not afraid of change and full of vitality.

　 Channel optimization multi brand matrix layout Market

Thanks to Bailey's rich brand matrix, the optimization of offline channels in recent years, and the opening of all channels. Belle fashion shoes and clothing business achieved all channel annual growth in the double 11: in 2018, online growth was 63% and offline growth was 18%; in 2019, online growth was 43% and offline growth was 26%.

Among them, the potential energy of multi brand matrix is obvious. In 2019, 19 brands of double 11 have gathered together to achieve the super outbreak of stores of various brands on tmall and Jingdong platforms: Belle, staccato, Tata and Teenmix all entered the club of RMB 100 million, Moussy increased by 67%, initial increased by 186% and her own words increased by 97%.

　　 As for the future development plan, according to Bailey:

In terms of brand matrix construction and operation, Baili will better link up with more than ten existing shoe brands and six major clothing brands, and make joint efforts with the whole brand matrix to play the effect of "1 + 1 + 1... > n".

In addition, Belle will continue to pay attention to the market, timely absorb new brands, and further expand the brand matrix.

In terms of category expansion, not only the development momentum of women's shoes is good, but Bailey's category penetration in bags and men's shoes has also been greatly improved. Among them, bag has achieved a rapid growth of 217% in 618 tmall promotion this year, and Baili men's shoes flagship store has entered the top 5 of men's shoes industry for the first time. In the future, Belle will continue to explore the multi category development model.

In terms of Omni channel layout, Bailey has continued to improve the operation capacity and efficiency of the original department store channel for offline channels, while paying attention to and vigorously developing emerging channels, especially shopping centers and outlets. At present, Bailey's scale of layout in emerging channels and the proportion of stores are growing rapidly.

At the same time, Bailey will continue to increase investment in online channels, and through online and offline integration, open up the "one inventory" nationwide, and provide consumers with full scene and omni channel services and experiences.

　 epilogue

If passionate innovation is the engine of an enterprise, then steady and solid sustainability is the vitality of an enterprise.

From the performance of Baili's steady response to the epidemic situation and the market feedback brought by the "annual fashion gathering ceremony", we can see that Bailey is called "shoe king" because of its people-oriented "temperature" besides its scale, and its "vitality" of fearing innovation.

Talking about Belle's vision of "becoming the most dynamic fashion industry group", as the executive director of Belle International and the president of footwear division and new business division put it: "the vitality in our eyes is to bravely face the uncertainty, to challenge higher goals, to keep forging ahead and grow in the process, and finally achieve sustainable development."