BELLE Underestimates The Impact Of Online Shopping At The Top Of The Online Shopping Strategy Of Two Shoes And Enterprises

< p > > "unhappy buy shoes, happy to buy shoes!" this classic advertising terms, it seems can not be on BELLE International (01880)! Management recognition of the company has "structural problems" BELLE, decided to reduce the same year sales target, from low unit number growth, to "strive for peace".

XinDa (00738) continued to grow in the first quarter of the same store, and even attacked the online platform with individual brands.

Two stocks show mutual honor and disgrace, and the surprise of performance is XinDa. The XinDa is nearly 7% high in the reverse market, and the shoe king, who is lost in O2O (online to offline), is vulnerable to a single blow and the stock price is over 2%.

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Less than P, BELLE's chief executive, Sheng Bai Chai, who admitted that the company had "structural problems" earlier said that although the same store growth in 3 to May has improved compared with 1 and February, it is still a "negative number".

He also explained that the operating profit margin in the first two months of this year was significantly worse, mainly due to the positive value of the goods at the end of the season, resulting in pressure on Maori, but reiterated that the target profit margin of this year will remain at 22% to 24%.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_z.asp > > BELLE < /a > underestimating the influence of online shopping < /strong > /p >

"P > BELLE has launched online shopping business for many years. Sheng Bai Jiao suddenly said yesterday that it has not yet figuring out how to develop online shopping.

"Some department stores say they want to get some O2O, I don't know what they are doing!" the more I say, the more I don't understand, so we (BELLE) must not bump into it. "

Sheng Bai Jiao believes that online and offline integration should be a trend, but the specific practice remains to be made clear.

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"P" Sheng Bai Jiao also criticized the unfair operating environment under the online and offline conditions. The price difference was far greater than that of the European and American countries.

He described the impact of online shopping development on physical stores in the past two years, but the company will not increase the development of online business this year. Instead, it will optimize the mainland's architecture and upgrade the IT system.

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< p >, Liu Shunhui, executive director and chief executive officer of XinDa, said that the growth of same store sales in the first quarter of this year is similar to that of last year. Its mid-range brand CNE has exceeded expectations since the pformation of the electricity supplier business in February this year, and it is expected to bring a good profit contribution to the company.

In addition, the company's target business accounts for 10% of total sales this year.

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< p > by the impact of the rise of the electricity supplier, XinDa has lost some of its CNE brand stores. Liu Shunhui said that the group hopes to get a slice of the electricity supplier boom. The company closed 105 CNE brand stores last year, pformed the online brand, and returned to the market in Taobao Tmall store in February this year.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_p.asp" > XinDa < /a > intends to close 57 shops < /strong > /p >

< p > Liu Shunhui added that the remaining 57 shops of the brand will be closed in the next year, and then 6 to 10 brand experience shops will be reopened in the first tier cities in the mainland.

She emphasized that the online and offline parity strategy would be about 300 yuan to 400 yuan, 20% to 30% cheaper than before the pition.

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< p > XinDa announced that the net profit increased by 60% and the same store sales increased by 13.8% as of the end of February.

In view of the profit gained during the period of sale, the company pays 11 cents to pay interest rate of 60.1%. If this factor is eliminated, the 50% dividend payout ratio will be maintained.

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< p > Yuan Zhirong, chief financial officer of the group, budgeted for capital expenditure of 50 million yuan this year, similar to last year.

He said that the company had about 5 local shops retending this year, mainly for shopping malls, and the estimated renewal of rents rose by about 10% to 20%.

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