Following the acquisition of the two major children's shoes brand, Belle International recently passed the acquisition of Shenzhen leading Sports Goods Co., Ltd. (hereinafter referred to as the Shenzhen Stock Exchange lead), the move may exacerbate the shoe giant Belle and Bao Sheng two giants of the hegemony situation. Yesterday (November 10), the reporter learned that Belle International and Shenzhen lead has reached a strategic cooperation agreement, the cooperation details have not yet been announced. "Belle did take the lead in Shenzhen, which is not a secret in the industry," one source told reporters. Belle is the leading distributor of sportswear in South China and internationally renowned sports brands such as Nike and Adidas, including Baosheng Sports, Baosheng International (03813, HK), Shenzhen Leading, Shanghai Ruili and Sichuan Jinlang. % Of the market share, Belle wholly-owned acquisition or holding Shenzhen lead, will promote China's sports brand agency industry once again integration. It is understood that the current retail channels for sporting goods are dominated by two shoe giants: one for the domestic footwear giant, that Hong Kong-owned background Belle International; the other is a background of Taiwan-owned Bao Sheng International, its The parent company is the world's largest manufacturer of sports shoes Yue Yuen Industrial Group. Belle's Tao Bo Sports is China's largest sporting goods agency, each accounting for about 20 billion yuan market share, Hong Kong Baosheng International market share of about 13 billion yuan. Senior observer Magang told reporters that Belle, Baosheng, Mai Shengyue together for China's three major sports brand channels, the acquisition of Belle, will be a strong complement to the original channel Tao Bo sports. "Belle choose to build their own channels to expand the market, more difficult; and to take the lead in their own strength, to fight against the other three channels, the pressure is also very large, coupled with the current retail rent as high price, leading the need now hold A big tree to improve its ability to resist risks. "Xiaogun, a consultant in the light industry consultant, said that although Belle Group has the absolute right to speak in the field of women's shoes, Taobao Sports has enjoyed a weak growth momentum in recent years , Leading sports is the largest sports brand agency in southern China, through the acquisition of lead, can help Belle make up for its weaknesses and enhance competitiveness. "This cooperation is a good thing for Belle and the leader, but the combination of Baosheng and Mai Sheng Yue will face more competitive pressure in the South China market," said Ma Gang. It is understood that the leading sportswear Co., Ltd. of Shenzhen City was established in 1988, the southern region of the largest sports brand agency business, which owns Nike, Adidas, Reebok, Kappa, Puma, and other nine major products. More business areas covering Guangdong, Guangxi, Guizhou, Hainan, Fujian and other 5 provinces 35 cities, with nearly 800 various types of shops. In fact, in recent years, Belle's M & A in the industry has been continuous, its acquisitions include: $ 48 million acquisition of sports brand Fila trademark rights in China, and 12 million US dollars to establish a joint venture with the ultimate brand owner to promote Its products; with 600 million yuan purchase of hundreds of retail terminals with the brand Miriam; 1.6 billion yuan acquisition of Jiangsu famous Xiexian Xie, Shanghai Top Hat shoe and so on; to 563 million yuan to purchase Shanghai Yongxu footwear all the rights and interests; and 1.577 billion yuan for the acquisition of shoe manufacturing, wholesale and retail companies such as beautiful Po International. According to industry analysts pointed out that Belle's frequent acquisitions are paving the way for the brewing enterprise transformation. Xiong Xiaokun said that in order to break through the growth bottleneck faced in recent years, Belle started to adjust its business structure in 2009 with a total annual revenue of 23.71 billion in 2010, of which footwear business accounted for 61.8% and an annual growth rate of 24.9% Well, sporting goods or will become Belle new business growth point. According to the third quarterly earnings, Belle's same-store sales of regional footwear increased by 18.5% over the same period of last year. In the quarter, the mainland opened 693 retail stores, including 391 footwear stores and 302 sportswear stores. As of the end of September, Belle directly managed 9,544 footwear stores and 4,306 sportswear stores in China. Bailey CEO and executive director Sheng Pepper at the mid-year performance conference this year, said the group will still focus on the mid-market this year, but plans to increase investment in low-end mass market, the average unit price of about 200 yuan of products, At the same time increase the high-end men's shoes product research and development investment? In August 2007, in order to confront Belle, Bao Yuan, the two sports giants, Shenzhen Longhao, Sichuan Jinlang, Zhejiang Rui Li, Shenyang Pengda set up a joint leader. As the competitive situation intensified, the four regional sports distribution giants decided in 2007 to form a United Sport Group (USG) to jointly fight a strong competitor. Due to over-betting on the market brought by the Beijing Olympics and due to the financial crisis, venture capital companies were not in place and led to the breaking of the capital chain. The USG was dissolved at the end of 2008 and led by Shenzhen Longhao. Three years later, "Lead" or eventually Belle incorporated into a history. Earlier this year, the Pou Sheng Group intends to acquire Shenyang Pengda, and Belle Holdings Shenzhen leads the industry to further enhance the concentration, Belle and Baosheng trend of the two giant hegemony has become increasingly evident.
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