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China'S Footwear Industry Is Coming Along With Reform And Opening Up.

2010/5/7 18:25:00 36

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Now, the Chinese shoe market is already very large. How much do you know about their historical replacement?

And what is their current situation?

Today, we will follow reporters into the shoe market of China's coastal cities.

At present, the positioning and distribution of shoe market in China's coastal cities: Guangzhou is mainly responsible for domestic front-line operation.

The domestic operation of famous brands is preferred by Guangzhou.

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。

Quanzhou, Fujian mainly produces leisure and sports brand shoes.

For example: Anta, 361 degrees, XTEP, PEAK and other well-known brands.

Wenzhou, Zhejiang is mainly regional brand, but Wenzhou

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Businessmen have their own business ideas. In doing regional brands, brands can be ranked first.

According to industry sources, the retail price of shoes in the market is more than 100 yuan, mostly made in Wenzhou.

Compared with the domestic market in 2010

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High heeled shoes are mostly produced in Wenzhou.

Wenzhou shoes are mainly targeted at two or three line markets, such as urban and rural areas, and the price is generally divided into three grades: the prices of famous brand shoes are generally between 300 and 500 yuan, and most of the shoes produced in Wenzhou are between 200 and 300 yuan.

"The development opportunities of Wenzhou shoes benefited from the reform and opening up policy implemented by the state in the early 80s of last century.

The development of Wenzhou shoes can be divided into three stages. The first stage is in the early 1980s. At the beginning of the reform and opening up, the state relaxed the policy on the development of private enterprises and the investment of overseas Chinese.

At that time, it was impossible to talk about private enterprises, mostly in the form of small family workshops, and could not produce many shoes a day.

However, at that time, it was a seller's market. Any commodity had great market demand and was not afraid of selling.

"The whole market is like a hungry man. Everything sells well."

The characteristics of this stage are also present.

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The embryonic form of business mechanism.

Because of the large sales volume, every link has gained profits.

As a result, Wenzhou shoes quickly earned the first pot of gold in the market.

However, the problem of this stage also exposes that the quality of products is not high enough, so that people call Wenzhou shoes "fake shoes, week shoes (which are not worn for a week) and so on."

Wang Yingxin, the industry insider who has been engaged in shoe industry media for many years, is coming.

"The second stages of Wenzhou shoe development begin to change ideas and improve quality.

AOKANG, red dragonfly, Kangnai, spider king, Jill and so on a series of brands are born in this period.

The strategy they adopt is the area.

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Chain operation.

Raising the quality of shoes and doing a good job in the reputation of enterprises become the problems of those brands.

It can be said that the second stage of Wenzhou businessmen's road is right.

The market began to change the view of Wenzhou shoes. A large number of exclusive stores, shopping malls and special counters were born and spread all over the large and small cities in China.

Foreign research on synthetic leather technology has been going on for 50 years, and Wenzhou people have developed high-tech leather products with the functions of noctilucent, corrosion resistance, infrared absorption and radar detection in only 10 years.

Wenzhou is lighter than China

Industry

The association is named "the capital of China's synthetic leather".

In the late 90s of last century, in order to reverse the market's perception of Wenzhou shoes, AOKANG took the initiative to burn AOKANG's unqualified shoes at five Lin Men Square in Hangzhou.

Later, I relish the Wenzhou people.

The third stage should be the last ten years. The accumulation of the original capital of the enterprises has concentrated production capacity, the foreign trade has been blocked and the domestic market has been rising, making a large number of products crowded in the domestic market.

However, the positioning of each brand is the same, basically the two or three line market.

Product homogenization is serious, remove LOGO, it is not clear who is producing shoes.

The primary means of brand promotion lies in the stage of celebrity endorsement.

This result is a price war, and eventually we have squeezed profit margins.

That is to say, the whole era has entered the era of crisis and genuine brand competition.

At this time, the problems faced by Wenzhou shoes are segmenting the market, refining the channels, upgrading product development and combing the internal management of enterprises.

Otherwise, a brand will disappear quickly.

In January 14th this year, the State Quality Inspection Bureau awarded Wenzhou.

leather shoes

There are 19 products exempt from inspection. Up to now, 37 footwear products in Wenzhou have been exempt from inspection by the state, accounting for 71% of the whole country.

In February, the two newly announced "China leather shoes leading shoe" enterprises were ranked among the top ten enterprises in Wenzhou.

leather shoes

Wang, "Wenzhou occupies half; 14" Chinese leather shoes, "Wenzhou occupies 5 seats."

Wang Yingxin, who is quite experienced in the offline market, agrees that shoes businesses still agree with the potential of the online market. However, as the online market has an impact on the market of physical stores, they are more resistant to the online market.

At present, 361 degrees has done a good job in the network market.

They specialize in selling inventory in the Internet market, and design different styles of shoes for online stores and physical stores, so as to distinguish the sales style of online market and physical market, and ensure that the two channels do not conflict on goods.

In addition, shoes designed specifically for the online market are relatively inexpensive.

And now

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Why do businesses not accept the online market?

Wang Yingxin believes that on the one hand, there is no regional restriction on the Internet market, and it is more convenient. Once opened, there will be conflicts with the original channel of the brand.

In addition, the network market threshold is low, do not have to pay taxes and fees, rental fees and other costs, nor through the intermediate agents at all levels, therefore, online goods in the price than the entity store has advantages, the price is cheap.

Therefore, some brands do not allow agents to open stores to ensure vested interests in all aspects of the sales chain.

However, after a period of running in, these businesses will embark on the Internet market.