With all things coming together, a new year's first exhibition is set up. Where does Beller's next move lie in this "chess" game?

At Wansheng Tian Di in Shenzhen - a commercial landmark where first-line brands gather and lead consumer trends, a special "horse" has become the new popular check-in spot this winter. It is crafted from hundreds of colorful leather and fabrics, using intricate collage techniques, embodying a sturdy and agile posture. Many young people gather around it to take photos, while just a few steps away, casual shoes with the same design language as the display shelves and installations are being frequently picked up for trying on. This newly unveiled "Horse Courtyard" New Year flash space is like a carefully designed theater. In the center of the stage is an artwork created by the artist Xi Min, surrounded by a real commercial world composed of products, scenes, and consumer behaviors. From artwork to products, from cultural expression to consumer behavior, the distance is deliberately shortened - this is not just holiday marketing, but also signifies Belle's intention to deepen its "fashion leisure" track layout by choosing to concentrate on presenting in this commercially significant space, its upgrading intention is self-evident. The metaphor of an artistic horse: from "fashion" to "fashion leisure" By collaborating with designers and artists to deconstruct traditional zodiac signs, Belle's New Year narrative has entered its second year. From 2025's "achievements through perseverance" to this year's "leaping with the horse," the change is not only in the theme but also in the depth of the narrative. The artist Xi Min uses materials such as leather and fabric used in shoemaking as "pigments" and "brushstrokes," giving traditional zodiac signs a contemporary artistic expression through deconstruction and recombination. This creative approach itself contains a metaphor for brand transformation: creatively reconstructing classic elements and its own genes to fit into the new era's context. The concept of the "Horse Courtyard" space further visualizes this metaphorical scene. The tranquility of the courtyard and the dynamic horse create a kind of tension and balance. This not only precisely corresponds to Belle's core spirit of expanding the "fashion leisure" track: finding a balance between refinement and relaxation, between urban rhythm and self-comfort. This also conveys the brand's transformation to consumers - from a single fashion product to expanding into a broader fashion leisure field. The birth of two major product series: when young people wear "racing shoes" to work Next to the art installation, the shelves embodying this sense of "balance" are materialized into series of products. In recent years, Belle's product line has been undergoing a determined transformation. At its core, it is expanding from a focus on fashionable footwear for occasions to encompassing a broader range of daily life scenarios in the "fashion leisure" track. This transformation is not just talk; it is condensed into two distinct product line families: the "Toast Family" and the "Runway Family." The birth of these two product line families is not a solitary endeavor by Belle. In fact, the entire Chinese footwear and apparel industry is collectively facing a "scene revolution": the blurring of boundaries between commuting and leisure, with light sports becoming a standard part of urban life. According to iiMedia Research data, in 2025, the most preferred clothing style for Chinese consumers is casual fashion, accounting for 36.93% of preferences. Belle's choice to deeply cultivate the "family" product line is not only a response to market demands but also to converge scattered market responses into sustainable growth points. This move has increased the proportion of revenue from leisure products to nearly 50%. The "Toast Family" is warm and daily. It focuses on "all-day comfort," developed systematically around Asian foot shapes to cover a variety of wearing scenarios for family members. This series has accumulated over 1.5 million pairs in sales, a result of the market voting with their feet. This success is not just in the product itself but also signifies the brand's profound insight into mass comfort demands, which has been transformed into scalable resonance through research and supply chain management. The "Runway Family" is lightweight and expansive. It targets the trend of "urban light sports," wrapping lightweight technology in retro designs to cater to multiple scenarios from commuting and jogging to suburban outings. This family's market performance is more explosive: its spokesperson's matching "runway racing shoes" not only topped the total rankings for the footwear industry on Tmall Super Brand Day in 2025 but also sold out the same color stock on the first day of sales, with sales increasing by 537% month-on-month. The "Toast" family guards within, and the "Runway" family explores outward. Together, they define a new era of "fashion leisure": it is both an internal comfort and an external extension of vitality. The popularity of these two major family series reflects the explosion of a billion-dollar market - young people no longer want to buy solely for one scenario, they need "commuting gear" that also serves as a "life companion." Cultural IP evolution: the key to brand emotional connection As a brand's product portfolio becomes increasingly diverse, a potential challenge arises: how to ensure that consumers can still clearly identify and identify with the brand's core values among the variety of products? Belle's answer is to continue building the brand IP of "Distinctive Chinese New Year." Wang Xiaoyi, a professor at Zhejiang University's School of Management and a digital marketing expert, has pointed out that contemporary brand competition is shifting from being "liked" to being "recognized." Belle's approach is to construct a sustainable and evolving cultural IP that builds a deeper emotional connection with consumers, forming a brand identification that goes beyond seasonal shopping. What is noteworthy is the evolution path of this IP. In 2025, the collaboration with designers focused on craftsmanship and sophistication; this year's collaboration with artists emphasizes material deconstruction and artisanal storytelling. This change seems to continuously add different value hues to the broad track of "fashion leisure": it is both exquisite and artisanal. What remains unchanged is that the emotional core of the IP always focuses on the warmth of "family." As the product line continues to expand, the IP tightly links the diverse product series to a unified brand value pillar, ensuring that while the brand explores outward "breadth," the inwardly accrued "depth" also increases simultaneously. This continually evolving IP system has won broader market recognition for the brand and ensured its long-term development. Behind the "Leap Horse" for the New Year: the guarantee of platform capabilities However, no matter how good the products and cultural IP are, without being woven into reality on a large scale and with high efficiency, they would be mere castles in the air. Behind Belle's light and airy flash art expression this time is the solid platform capabilities of its parent company, Belle Fashion Group, ensuring empowerment and support. The supply chain is an agile transformer. Its value lies in its ability to rapidly convert trends and creativity into high-quality products. Whether it's the stable supply for over a million pairs of the "Toast Family" orders or the rapid response to the explosive demand for the "Runway Family," it tests the full-chain collaboration efficiency from raw materials to production. Retail networks are precise amplifiers. Placing the new year's first exhibition at Wansheng Tian Di, a brand highland and a gathering place for diverse living scenes, showcases the group's strong channel capabilities and precise strategic vision. The underlying intention is to utilize the widespread influence of this strategic venue to achieve a high-density presentation of the brand image. With over 8,000 physical stores and mature online channels under the group, it forms a powerful omni-channel network. A successful product concept can be quickly validated and replicated within this network, creating an exponential market impact. On this efficient platform, digitalization acts as a sensitive nervous system, making trend sensing, inventory turnover, and consumer connections more precise and efficient, supporting the brand's steady and agile transformation. When products, IP, and platforms together play the transformative tune, market feedback is the most powerful echo. Since 2025, Belle has achieved double-digit strong growth at major marketing nodes such as Tmall and Douyin. During the 618 period, its Tmall official flagship store sales increased by 79% year-on-year, winning dual champions in the "Brand Ranking" and "Store Ranking" of the male and female footwear industry. The deeper value lies in the sedimentation of user assets: the total number of omni-channel members has exceeded 30 million. Conclusion: From the "Artistic Leaping Horse" at Wansheng Tian Di to the "Toast Shoes" and "Runway Shoes" on consumers' feet, Belle's New Year narrative has completed a full circle. It dialogues with consumers through cultural IP, responds to people's pursuit of comfort and diversity in life trends with products, and ultimately relies on powerful and agile platform capabilities to achieve scalable implementation. The real evolution of a brand begins by placing "people" at the center of the narrative - understanding consumer needs and quickly transforming insights into tangible consumer experiences through robust platform capabilities. Ultimately, the value of all business systems lies in their ability to serve the needs and desires of "people" continuously and accurately. When all business logic returns to people, the transformation has its most solid starting point.