Core Insights - BELLE has successfully captured the trend of "relaxation" becoming a new consumer necessity, transitioning from "fashion" to "fashion leisure" and achieving significant growth in online sales, with a 41% year-on-year increase during the recent Tmall Super Brand Day [1] - The brand's innovative marketing strategies and product offerings have resonated with young consumers, leading to multiple best-selling items and a strong presence on social media platforms [2][3] Sales Performance - BELLE's online sales during the 618 shopping festival surged by 79% year-on-year, securing top positions in both the men's and women's shoe categories [1] - The "跑道赛车鞋" (Racing Shoes) became a top-selling item, with a staggering 537% increase in sales on its first day of online availability [1] Brand Strategy - BELLE has redefined its brand identity through continuous product innovation and marketing, aligning with the trend of casual fashion and appealing to younger consumers [1][2] - The brand's "跑道" (Runway) visual symbol, introduced in collaboration with spokesperson Zhang Linghe, encapsulates the lifestyle philosophy of "soft comfort, continuous exploration, and confidence" [2] Consumer Engagement - The brand has effectively utilized social media to create buzz, with topics related to Zhang Linghe's advertisements gaining over 50 million views on platforms like Weibo and Xiaohongshu [3] - BELLE's immersive offline experiences, such as pop-up events and interactive installations, have enhanced consumer engagement and emotional connection with the brand [3][4] Product Innovation - BELLE has successfully launched iconic products like the "吐司家族" (Toast Family) shoes, which have sold over 1.5 million pairs, combining comfort with unique design [5] - Collaborations with brands like Smiley have infused emotional value into products, appealing to both individual and family consumers [5][6] Market Trends - The current consumer market shows a strong preference for casual styles, with 36.93% of consumers favoring leisure wear, reflecting a demand for comfort and social expression [7] - BELLE's strategy integrates "fashion leisure" with "comfortable social" needs, creating a unique brand differentiation [7] Group Support - The platform advantages of Belle Fashion Group have provided robust support for BELLE's transformation, allowing the brand to leverage shared resources across the supply chain and retail [8] - The group's coordinated approach during major events has facilitated multi-brand synergy, enhancing BELLE's market presence and innovation capabilities [8]