BELLE Cool Running Against The Wall? Water Sports Social Interaction

The downward trend of the market is an indisputable fact.

Delisting from Hong Kong stock exchange, with low performance.

International Holding Co., Ltd. (hereinafter referred to as "BELLE international") seems to have found a new way of publicity.

BELLE international has recently worked with sports App plump to conduct offline race.

However, the development and sale of women's shoes is the main business of BELLE, which is not consistent with the marketing campaign dominated by cool running sports.

Whether BELLE international can break through traffic barriers through social interaction is still unknown.

Cool running against the wall?

BELLE international has recently run a campaign of "BELLE cool running" on the platform.

According to introduction, 2017 was the 25th anniversary of BELLE International's establishment.

Reporters learned that BELLE International launched through online and offline cool race activities, participants include BELLE employees, customers and user fans.

It is reported that BELLE International's store sales staff are involved in the cool running activities, composed of 112 teams from 50 thousand people.

At the same time, customers, fans and so on can be registered through the stores.

However, BELLE international has always been proud of the physical stores, not to promote the promotion of cool running activities, at the same time, the store also lost the "registration" function.

In May this year, BELLE International released 12 months' earnings report as of February 28, 2017, indicating that the company has 13062 entities, and Beijing is the market of BELLE's international key layout.

Shops are set up in shopping malls and shopping centers.

However, the reporter called BELLE International's stores in Beijing, and the wiring staff said that the store did not receive notice from the company that the salesmen should participate in the competition, and consumers could not register in the store and participate in cool running activities.

Reporters contacted BELLE international Beijing regional marketing department, but the staff said they would not accept the interview.

In addition, the original BELLE international plan to participate in the cool running city is Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Xi'an and other eight second tier cities.

But in fact, active cities in Guangdong, Huizhou, Shantou and Shandong Linfen, Henan Luoyang and other three or four cities.

Water sports social interaction

All kinds of sports App on-line, opened a new campaign mode, in the circle of friends in the sun, the amount of exercise, virtually formed a "friend" between mouth to mouth.

BELLE international is not the first time to wade into sports.

Video data show that BELLE international also launched "BELLE cool running" in 2015, with 127 days of activity and 87 participation in the city.

The reporter understands that the company hopes to promote the fashion, vitality and healthy image of the enterprise and brand through the activity of "BELLE cool running".

However, seemingly small scale cool running activities, but encountered some obstacles in the implementation of online.

The reporter found from the platform platform that there are more than 20 sports teams called BELLE cool running, and the number of each sports group is no more than 50.

According to the world clothing and shoe net, recently, Infiniti launched the "2017 Beijing international long-distance running Festival" sponsored by the "social media" Challenger, combining brand IP with popular sports events.

The difference is that 2017 Beijing international long distance running official micro-blog account and a number of group forwarding activities, in 7 days to achieve 24451 users to participate in interaction, the cumulative number of 740 million steps.

In addition, this year suning.com also named the Beijing charity travellers' public hiking activities, and fundraising for public welfare.

Relevance determines the effect.

An apparel industry expert, who does not want to be named, said that enterprises and brands should cooperate in large-scale sporting events and competitions to show the competitiveness of the brand, and create many hidden business opportunities, which will greatly help enterprises to establish brand image.

However, sports social interaction may not be too obvious for BELLE's international brand promotion.

BELLE's main business is leather shoes, which is not consistent with the main marketing campaign of cool running sports.

Although traditional shoes and clothing brands try to break through traffic barriers through social interaction, the realization of social traffic is unknown.

The apparel industry experts said that relevance is one of the considerations for brand enterprises to launch and sponsor events.

The enterprises that carry out and sponsor sports events are often sports brand, health food, beverage manufacturing enterprises, etc. most of the consumer groups are teenagers or sports or health enthusiasts. The brand culture of these enterprises is very compatible with the spirit of sports. This is the relevance.

The relatively rigid brand implants do not have a lasting impact on consumers.

Marketing expert Li Xingmin believes that BELLE International's attempt may be to re create brand image to deal with market competition.

Consumers' perception of brand awareness of BELLE international is getting lower and lower, which results in the lack of BELLE's international competitiveness.

At the same time, BELLE International's multi brand is not conducive to centralized resources and unified marketing.

However, sports and social networking are in the ascendant. Brands can neither drink poison nor quench thirst, develop the market with the way of drying up and fishing, but can not be self absorbed and put themselves in the traditional inertia thinking mode of traditional sports.

Plump has certain influence in the sports social field, and the activity form is relatively flexible, which can make up the brand impression of BELLE international.

More interesting reports, please pay attention to the world clothing shoes and hats net.