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Belle百丽是新百丽鞋业（深圳）有限公司旗下主打品牌。BeLLE百丽追求不同的生活体验及生活经历：都市环境不断在变，时装潮流不断在变，生活内容不断在变，女人在一生中的角色不断在变。BeLLE百丽在变化中展现内在与外在的完美气质。Belle皮件简单分成女用与男用，内容包括皮包、皮带、皮夹、名片夹、旅行箱、皮件保养品等。

百丽是中国第一女鞋品牌，为广大女性消费者提供时尚、优雅、容易搭配的女装鞋履产品。百丽提倡的“百变，所以美丽”的态度更是中国消费者认同的时尚概念。

新百丽鞋业（深圳）有限公司：

百丽集团创建于1992年3月8日，在香港丽华鞋业贸易有限公司投资大陆兴建的生产加工企业的基础上，迅速发展起来的产销一体化集团企业，中国大陆著名的鞋业品牌连锁经营公司，香港美丽宝（集团）国际控股有限公司、美国NIKE（耐克）公司、欧洲ADIDAS（阿迪达斯）公司、美国NEWBALANCE（新百伦）公司、全球鞋业最大连锁网络之一BATA（巴塔）公司以及“世界第一条牛仔裤”美国李维公司在中国最大的合作伙伴。

新百丽鞋业（深圳）有限公司为百丽集团在华南区的销售系统，管辖广东、广西、福建、江西、海南五省1000多家自营店铺、6000多名员工，公司经营：BELLE（百丽）、STACCATO（思加图）、TEENMIX（天美意）、TATA（他她）、FATO（伐拓），BASTO（百思图）、SENDA（森达）、MILLIE（妙丽）、BATA（拔佳）等十十余品牌，代理经营国际另内著名品牌——美国著名运动品牌NIKE（耐克）、欧洲著名运动品牌ADIDAS（阿迪达斯）、PUMA、Converse及Mizuno等。

集团业务由两大部分构成——鞋类业务及运动服饰业务。

鞋类业务

鞋类业务的自有品牌包括：Belle、Teenmix、Tata、Staccato、Senda、Basto、JipiJapa、Millie's、Joy&Peace、:15MINS及Mirabell等；代理品牌主要包括Bata、CAT、Clarks、HushPuppies、Mephisto、Merrell等。

自有品牌主要采用纵向一体化的经营模式，包括产品研发、采购、生产制造、分销及零售。代理品牌的经营方式主要为品牌代理和经销代理。

运动服饰业务

运动服饰业务目前以代理经销为主，包括运动品牌Nike、Adidas、PUMA、Converse及Mizuno等。

据国家统计局中国行业企业信息中心统计，2013年度以销售额计，国内女皮鞋市场排名前10名中，有6个品牌属于本集团，它们分别是百丽（第一），天美意（第二）、他她（第三），思加图（第四）,百思图（第五）和森达-女鞋（第九）。其中，Belle（百丽）女鞋在其领域内已连续18年销售额排名第一。

截至2013年12月31日，本集团在中国大陆拥有自营零售店19,077家，在香港及澳门拥有自营零售店156家。

Belle belle is a leading brand of new Belle shoes (Shenzhen) Co., Ltd. Belle Belle pursues different life experiences: the urban environment is constantly changing, the fashion trend is constantly changing, the content of life is constantly changing, and the role of women in life is constantly changing. Belle Belle shows the perfect temperament both inside and outside in the change. Belle leather can be divided into women's and men's, including leather bag, belt, wallet, card holder, suitcase, leather care products, etc. Belle is the first brand of women's shoes in China, providing fashionable, elegant and easy to match women's shoes for the majority of women consumers. Belle's attitude of "changing, so beautiful" is a fashion concept recognized by Chinese consumers. New Belle shoes (Shenzhen) Co., Ltd.: Belle group was founded on March 8, 1992. Based on the production and processing enterprises invested by Hong Kong Lihua Shoes Trade Co., Ltd. in the mainland, it has developed rapidly into an integrated production and marketing group enterprise. It is a famous footwear brand chain operation company in the mainland of China, Hong Kong Meili Bao (Group) International Holding Co., Ltd. and US Nike (endurance) K) company, Adidas (Europe), NewBalance (USA), Bata (BATA), one of the largest chain networks in the global footwear industry, and Levi's largest partner in China. New Belle shoes (Shenzhen) Co., Ltd. is the sales system of belle group in South China. It has jurisdiction over more than 1000 self owned stores and 6000 employees in Guangdong, Guangxi, Fujian, Jiangxi and Hainan. The company's operations include Belle, staccato, tenmix, Tata, FATO, Basto, Senda, etc More than ten brands, such as Millie (Millie), Bata (BATA), etc., are acting as agents of other famous brands in the world - famous American sports brand Nike, famous European sports brand Adidas, puma, converse, Mizuno, etc. The group's business consists of two parts - footwear business and sportswear business. The self owned brands of footwear business include: Belle, Teenmix, Tata, staccato, Senda, Basto, Jipijapa, Millie's, joy & peace,: 15mins and Mirabell, etc.; the agent brands mainly include Bata, cat, Clarks, hushpumpies, Mephisto, Merrell, etc. Private brands mainly adopt vertical integrated business model, including product research and development, procurement, manufacturing, distribution and retail. The management mode of agent brand is mainly brand agent and distribution agent. At present, the business of sportswear is mainly agency distribution, including sports brands Nike, Adidas, puma, converse and Mizuno. According to the statistics of China Industrial Enterprise Information Center of National Bureau of statistics, in 2013, six of the top 10 brands in the domestic women's leather shoes market belong to the group, which are Belle (No.1), tianmeiyi (No.2), Ta she (No.3), sigatu (No.4), best (No.5) and Sunda women's shoes (No.9). Among them, Belle (Belle) women's shoes have ranked first in sales volume for 18 consecutive years. As of December 31, 2013, the group has 19077 self operated retail stores in mainland China and 156 in Hong Kong and Macao.

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