Market Analysis Of Nanjing Shoes Brand

　　 Nanjing, a city confluence of classical and modern, has attracted many brands to rush to land. As far as Nanjing's local shoe companies are concerned, they are two brands of high-end women's shoes, and ten thousand leather shoes with high popularity in mainland China. However, due to the small quantity and no scale, no industrial chain has yet been formed. Therefore, if Nanjing is listed as the shoe production base, it is somewhat far fetched.

Although Yangzhou and Jiangdu are close to Nanjing and Zhenjiang Danyang, shoemaking enterprises are more, but at present, they are still dominated by OEM, and the consciousness of free brand building is very weak.

In other words, it is no exaggeration to define Nanjing as a powerful consumer market for footwear. The distribution pattern of footwear industry in Nanjing has a very clear vein: the first and second tier brands abroad and some domestic shoe brands (mainly Guangzhou brands) occupy the high-end shopping malls, while the domestic first-line sports brands (mainly Fujian brands) mainly occupy walking street and mass market; while the first and second line men's shoes brands (mainly Wenzhou brands) are mainly located in the "Street store" with better location. Compared to Guangzhou and Fujian, the number of shoes brand outlets in Wenzhou is slightly weaker. But over the past year, some brands have been increasing the number of outlets on the basis of requiring each store to "do fine and big", especially the Red Dragonfly brand is constantly developing towards "integrated store", which also reflects to some extent the "fine line" advocated now.

According to the current commercial pattern of Nanjing, there are a large number of shoe terminal outlets in Xinjiekou, Hunan Road and three major business circles of Confucius temple. As mentioned above, the shoe industry brands gathered in these three major business circles represent the brand distribution pattern of Nanjing footwear industry.

　　 Xinjiekou: middle and high-end department stores

Xinjiekou is a modern regional commercial and business center in Nanjing. The civilization of Xinjiekou business district is a microcosm of business civilization in Nanjing's Bai Xia District and even Nanjing city. Xinjiekou is known as "China's first street", and it is also one of the ten major commercial streets in China. The geographical scope of Xinjiekou commercial blocks is east Hongwu Road, Hongwu North Road, South Huaihailu Road and Shigu Road, Wangfu Street West, North Huaqiao road and Changjiang Road, covering an area of nearly 1 square kilometers. From the administrative division, it is divided into three areas: Bai Xia, Gulou and Xuanwu. And in this small 1 square kilometers range, the department store industry will gather Jinying international, Germany square, Jinling department store, Dongfang mall, Dayang department store, Central Mall, Nanjing Xin Bai and a large number of famous shopping malls.

At present, Xinjiekou commercial district has become the center of Commerce and business in Nanjing and even Jiangsu province. There are more than 1600 large and small businesses gathered in the block, about 1600000 square meters of commercial and commercial facilities on the ground and underground, business and finance, hotel catering, cultural entertainment and so on. Among them, there are many well-known commercial enterprises, attracting the Fortune 500 tycoons in the world.

The daily average traffic volume in the block is 500 thousand, with about 1200000 holidays, 60% of which are from the surrounding cities. The total retail sales of social consumer goods increase by an average of 20% annually. The retail sales of social commodities in Nanjing are 1 yuan per 6 yuan. Deep commercial culture, many famous brand names, huge market total reserves and influence make it possible for businesses and enterprises inside and outside the region to base themselves on Xinjiekou. That is to say, they occupy the commanding heights of Commerce and business in Nanjing and surrounding areas. "Not entering Xinjiekou is equal to not entering Nanjing city".

　　在新街口，鞋業品牌的登陸點在商場，因各大商場的定位差異，所以所入駐的品牌組合也截然不同，例如德基廣場的市場定位為奢侈品，其入駐的鞋業品牌自然也是SalvatoreFerragamo、Louisvuitton、TOD′S、VERSACE之類；金鷹國際購物中心、東方商城及金陵百貨，其入駐的鞋業品牌都為國際著名與國內一線品牌，例如賓度、斯丹、卡地爵士、法國都彭、馬內爾、GEOX、亞伽斯、馬飛仕圖、愛步、玖熙、真美詩、百麗、千百度等；而大眾類百貨如新百、中央、大洋等，其入駐的品牌多為國內一、二線品牌，如百思圖、哈森、維姿、百麗、千百度、奧康、紅蜻蜓、星期六、紅豆、賓度、接吻貓、好人緣、木林森、歡騰等。

　　 Hunan Road: coexistence of various formats

Hunan Road business district (Shanxi Road) is mainly based on exclusive stores, with Suning universal shopping center, Hunan Road shopping center, Pacific Shopping Mall, Shanxi road department store and other shopping malls, but compared to Xinjiekou, the shopping mall located in it is not strong. As a national "100 City shopping mall without fake demonstration Street" and "national civilization Street", its distinctive advantages in the country's popularity and attractiveness have been further improved. At present, the business district of Hunan Road has formed the main features of the home appliance hypermarket, fashion department stores, brand shops and exclusive stores. The completion of the light tunnel and food street has made Hunan Road the most popular tourist in the daytime, beautiful at night, beautiful environment, strong popularity and prosperous business opportunities. It has become the most bustling commercial street in ancient Nanjing, and is one of the best places for Nanjing people to shop and relax. According to the survey data, the proportion of consumption realized by Hunan Road is only second of that of Xinjiekou.

The global shopping center is a commercial department with a higher grade on the Hunan road. Its leather shoes brands include emmary, Kevin, FED, Man Xianni, Rebecca, Okaso, BELLE, hher, Saturday, 100 degrees, Yi, Hasen, Fu Ting, Teenmix, hush, conductor, Captain, Agas, Ecco, SKAP, Kang Li, camel, Bingdu, Goldlion, Montagut, old pipe and so on. While Shanxi road department store and Pacific department store on the Shanxi road are mostly Guangzhou brands, there are also Fujian, Zhejiang and Jiangsu brands, such as wood, Kangnai, red dragonfly, thousand degrees, ringguang, Wanli and so on. Suning

In addition to shopping malls and a few shoe brands (such as BELLE, Saturday, Yi Kang, Ya Zhi, etc.), the distribution of shoe industry stores shows that the Hunan Road pedestrian street can be said to be the world of sports brands. The whole street has gathered Adidas, NIKE, Reebok, PUMA, KAPPA, Lining, Anta, XTEP, 361o, Hongxing Erke, Jordan and other brands. Some local sports brands are more than one store. Besides occupying the commanding heights of the sales area, each brand is also displaying its own brand image and strength, which is also good for several nearby universities.

　　 Confucius Temple: advantages of tourism economy

Confucius temple has also gathered a large number of Fujian sports brands, such as Lining, Anta, PEAK, XTEP, 361o, Hongxing Erke, Yue Le sports, Pepsi, Jie Road Sports, famous music and so on. Because it is a national 4A tourist attraction, so the crowd is more crowded, but because most of them are foreign tourists, the real sales volume is disproportionate to the flow of people. But in the evenings, the locals come for a long walk, coupled with the dynamic music of the shops in the evening, so that the whole Confucius temple is intoxicated in the thick atmosphere of the business. Therefore, sales in the evenings are usually double that of the day.

Shoe city: a large number.

There are more than 10 large and small shoe towns in Nanjing. They are mainly located in shoe city (mainly in the middle and low grade shoes), North shoes city, Jinqiao market, Yuqiao market, Huadong shoe city, the shoe city of beauty, etc., but the overall situation is not too small, but the environment is too bad. Compared with the shopping mall and monopoly, the advantages can not be reflected.

The shoe and hat city of Nanjing Yiwu Commodity City opened in late 2007 has a business area of 10 thousand square meters, the size of which is second to none in Nanjing, and has about 300 merchants from all over the country. In addition to its large size, the shoe town is also quite complete. It has tens of thousands of shoes, including men's shoes, women's shoes, leather shoes and sports shoes, and is a comprehensive wholesale footwear market with wholesale and retail sales of more than 10.

More than 20% of the brands that come in are from Wenzhou, Fujian and other places, not the direct sales offices set up by Nanjing shoe manufacturers. They are businessmen with background of manufacturers, avoiding many intermediate links, thus ensuring the price advantage of products to a certain extent.

　 Predicting the future: achieving economic doubling in five years

In 2009, the per capita disposable income of urban residents in Nanjing was 25504 yuan, an increase of 10.3%, and the per capita net income of farmers was 9850 yuan, an increase of 10%. In the government work report of the three session of the fourteen National People's Congress at the beginning of this year, the mayor of Nanjing paid more attention to the new blueprint of the two time nodes in 2012 and 2015. By 2012, the gross domestic product of the city has exceeded 600 billion yuan, and the fixed assets investment of the whole society has reached 420 billion yuan. The general budget revenue of local governments has exceeded 60 billion yuan, and the contribution rate of scientific and technological progress has reached 55%. The per capita disposable income of urban residents and the per capita net income of farmers have reached 35000 yuan and 13000 yuan respectively. By 2015, the gross domestic product of the city has exceeded 1 trillion yuan, and the fixed assets investment of the whole society has reached 630 billion yuan. The general budget revenue of local governments has exceeded 100 billion yuan, and the contribution rate of scientific and technological progress has reached 60%. The per capita disposable income of urban residents and the per capita net income of farmers have reached 50000 yuan and 17000 yuan, respectively, reaching two times that of last year. In addition, there are many colleges and universities in Nanjing, and few cities can match it. There is no doubt that the driving force of consumer groups on sports brand sales is beyond doubt. For the brand of Wenzhou, women's shoes are still their weak links. The shoes that can really serve as the strength point are men's shoes. The Wenzhou leather shoes brands should maximize their advantages, take the middle income men as the target customers, and focus on building the brand's influence in Nanjing area.

Therefore, the next few years will be an important period for the rapid development of Nanjing in the post crisis era. For every brand, this is an opportunity for development, and we must plan and grasp it well.