In the China shoes industry, in recent years due to the rapid development of the electricity supplier online, emerging brands occupy the domestic market and consumer trends change and other reasons by the huge impact, fame was the traditional industry giants, facing the rapid decline in the performance of stores, closed shop tide hit etc.. Behind the decline of the traditional footwear industry giants, the lack of in-depth understanding of consumer experience and user needs and rapid response is the root cause of today's predicament.
Looking ahead, women's shoes market will enter a relatively low growth stage, which means that the industry bonus has disappeared, the industry will snatch more internal market. In the constantly updated consumer market environment, to grasp and conform to the trend of the times, pay attention to consumer demand, and continuously enhance the commodity power, is to maintain rapid growth and become an indispensable prerequisite for industry leaders.
BELLE and Daphne as China shoes industry rapid development on behalf of the enterprise in the process of success, the two companies have more than ten years also represents the China shoes industry development road. BELLE focus on high-end shoes, through the rapid expansion of brand and channel, occupy half of the domestic women's shoes market, the rapid development of many brands, greatly enhanced the ability to negotiate sales channels. 2007 to 2015, BELLE revenue rising from 117 to 40 billion Yuan Lu Yiyi, become the king of &rdquo &ldquo shoes become fashionable for a time;. Daphne is through cheap leather shoes to seize the mass market, through differentiated brand positioning and Street store channel expansion and new ideas, to help enterprises to reach the peak in the past ten years.
However, results from different shoes listed companies in 2016 and 2017 in the first half, BELLE international in 2016/17 financial report announced the listing of the group for the first time in 10 years of continuous decline in profits, and half a year to $5 billion 700 million in 2017 on the market selling price, compared to the peak by 2/ 3. Daphne group's annual report shows that in 2016 the huge loss of HK $819 million 100 thousand, is 2.16 times the same period last year net loss. The other shoe listed companies are not optimistic, there is no breakthrough in capacity building and building barriers led to the inevitable result of the overall industry or enterprise development in the process of
?
The trend of consumption upgrade obvious
In recent years, consumers in the purchase frequency and purchase price are showing a steady upward trend. In the mass consumer, low income and young consumer groups will not be less because of limited spending capacity to buy Footwear, footwear consumption accounted for much higher than the middle and high income groups. Women's shoes are more likely to be bought, but not tied to income, age and hierarchy.
Consumer behavior change:
Along with the upgrading of consumption, the process of urbanization and the popularity of the Internet, consumers change their shoes from a pair of shoes to a variety of shoes. They choose the right shoes to match the clothes according to the scene. At the same time by the electricity supplier website, social media and fashion forum to get women's flow and optimal purchase channels of information, information rich and diverse and rich material to bring consumers to buy random behavior risk becomes high, therefore requires extensive full channel coverage, good display page content / stores display and product quality to attract more consumers.
The main game player:
In the face of the traditional department store channel fading, brand homogeneity, lack of product innovation iteration and so on, as every day in front of enterprises to combat long-term problems deeply feel these problems will bring, but in the face of the balance between the long-term risks and short-term interests, lack of enterprise reform led to the determination of business conditions step by step into the mire.
Although women's shoes industry has been affected by the macro-economic growth rate slowed slightly, but the overall market is expected to continue to grow. 2015, the overall market size reached 179 billion yuan, is expected to grow by 2015-2020 ~5.7%, 2020 women's shoes market will be more than 230 billion yuan. With the improvement of people's living standard, the increase of health awareness, the increase of demand for sporting goods and the increasing specialization of consumers' movements, the upgrading of sports equipment will lead to the accelerated growth of sports shoes. And consumer upgrades and low-priced fashion wear goods under the joint action, non sports shoes growth will slow, sales become the main growth driver.
Market segments focus on highlighting the
According to material classification: leather shoes are the most promising. Non sports shoes market, leather shoes because of various shapes and cost advantages, growth prospects are most promising, 2010-2014 growth rate of 12.3%, is expected to grow at 2015-2020 in 6.4%. Leather shoes market is expected to exceed 60 billion in 2020. The future growth of leather shoes market will be significantly lower than leather shoes market due to the influence of raw materials and cost, and the overall market share will be further reduced.
Classification by market level: key growth of two or three line cities. From the market level, the upgrading of consumption and driving, shopping center and other emerging channels sinking drive, two or three line market is women's largest and fastest growing market, at the same time, with the electricity supplier and the Volkswagen brand low level market test, the four line of the city will enter a period of rapid growth of brand shoes.
According to the channel structure classification: Street shops, department stores are still the main channel, the fastest growing electricity supplier. (1) electricity supplier continued rapid growth, the overall proportion of the future will reach more than 20%. Southeast coast due to economic development, the trend of the Internet has become the main force in online sales, the Midwest in the future under the impetus of mobile Internet, the opportunity to usher in rapid development. (2) the next 5 years, the first ladies market consumption will show business, shopping centers, department stores a situation of tripartite confrontation situation. (3) at the same time, overall, street shops will also be very important to offline channels, proportion will remain around 30%, more commercial street low level market accounted for the larger, the department store industry downturn in recent years, but the short term two or three line market will remain as the main channel, the fading Department theme and the transformation will also slow down the discount department store.
