Analysis Of Competition In Some Domestic Women'S Shoes Markets In Beijing (1)

Beijing Department Store, Cuiwei Building, Chang'an Shopping Center, Parkson Shopping Center, Shuang'an Shopping Center, Anzhen Hualian, Zhongyou Department Store, Fuchengmen Hualian, Saite Shopping Center and Yansha Shopping Center cover four regions of Beijing, namely, east, south, west and north, which are representative. Moreover, its consumption level covers a wide range of aspects such as age, income, culture and occupation, and it is also representative of the high-end women's shoes consumption in Beijing.

1. Basic information

(1) The origin of the brand of women's shoes in the Beijing market is 77 of the ten shopping malls surveyed.

In terms of domestic brands, Guangdong brands rank first in Beijing malls, accounting for more than 42% of the market coverage; Shenzhen brand ranked second, accounting for 16% of the market coverage; Jiangsu brand ranked third, accounting for 90% of the market coverage; Shanghai and Taiwan ranked fourth, accounting for 7% of the market coverage; Guizhou and Fujian ranked fifth, accounting for 5% of the market coverage. The foreign agent brands from Italy ranked first, accounting for 48% of the market coverage; French brands ranked second, accounting for 19% of the market coverage; German and Spanish brands ranked third, accounting for 9% of the market coverage; American brands ranked fourth, accounting for 6% of the market coverage; Danish, Korean and British brands ranked fifth, accounting for 5% of the market coverage.

In contrast, the brand personality from abroad is more prominent. Although nearly 60% of the origin is from Guangdong, due to the long futures period of the product itself, the emphasis on brand design and the high confidentiality of the design, there are almost no products of the same style between brands, which also reduces the competition for end consumers.

(2) Strong stability of brand women's shoes in Beijing market

The research results show that the stability of women's shoes brands in Beijing market is very strong. Most brands that consumers are familiar with have been in Beijing for more than 6 years, and the annual sales growth has also exceeded 20%. Stable sales bring certain credibility to consumers and shopping malls. Especially for a newly opened shopping mall, when choosing women's shoes brands, the discount rate given to stable brands is far lower than that of other brands. Similarly, when considering whether to enter a shopping mall, many brands also need to see whether there are these well-known stable brands.

(3) Coverage of brands in shopping malls

Most brands have reached more than 50% market coverage in shopping malls, and some brands such as Belle, Okasso, and Aibu have reached 100% market coverage, and almost all large and medium-sized shopping malls in Beijing have entered. At present, these brands are all in the form of shopping malls, and there are basically no franchised stores.

Of course, there are special cases: although the Shanghai brand "Daphne" has only 20% market coverage in Beijing malls, it has a very high market coverage in Beijing as a whole. According to the survey, "Daphne" has monopolized the good areas of Beijing market in the form of exclusive stores since 2002. The traffic volume of franchised stores has reached more than 2-3 times that of stores in stores.

(4) , holidays Women's Shoes The best time to sell

In the follow-up survey of nearly a year, the sales slack season of women's shoes of 10 shopping malls is basically July and August. The best time for sales is New Year's Day, the Spring Festival, May Day, the National Day and the shopping malls' festivities. The average monthly sales of most brands (referring to a store with an area of about 30 square meters) is about 150000. Although the best selling time of brand women's shoes is not very long, only a few weeks or so, the brand sales in peak season are 2-3 times of the normal sales. Therefore, most women's shoe brands will not miss this good period. They will basically participate in promotions, discounts, coupons and other activities in the mall. Although some small brands will have no profit in participating in activities, it is an opportunity to run a large number of products. Small brands will also actively participate in all activities of the mall.

2. Market analysis

(1) Operation status of Beijing brand women's shoes

Among the 77 brands surveyed, 20 leisure brands accounted for 35% of the total brands, and 57 professional brands accounted for 65% of the total brands, of which 6% were domestic leisure brands and 52% were professional brands; Foreign agent leisure brands account for 19%, and professional brands account for 23%. This data fully shows that the sales volume of professional women's shoes is far higher than that of casual women's shoes at this stage. However, through the research on the brand's entry into the capital and the growth rate of the product line, and after more detailed market analysis, we also found that the growth rate of casual women's shoes in the past 3-4 years has exceeded that of professional women's shoes, whether in the high-end market or in the mid market, and consumers' demand for casual shoes is growing at an annual rate of 10% - 20%, especially high-end shoes Women's Shoes In the market, the demand for casual shoes is far greater than that for professional women's shoes. This is a phenomenon that deserves the attention of enterprises, and it is also the original basis for enterprises to adjust their product lines.

(2) Convergence of similar products

① Raw material assimilation

In the follow-up survey of all women's shoes in 10 shopping malls, whether it is spring and summer products or new products in autumn and winter, the selection of raw materials for products with similar prices is basically the same, such as leather, outsole, heel materials and accessories. Most of the leather materials of domestic women's shoes are calfskin and sheepskin, but not all of them are top layer leather, so some consumers who choose pointy style women's shoes will soon wear off the leather surface of the toe part, making the brand lose credibility. For enterprises, it is not worth the loss.

In contrast, the brands of foreign agents are full of individuation both in terms of raw materials and overall feeling. It's hard to find the same product between them. Of course, it is also the personalization and high-quality selection of raw materials that make the price of agent brands far higher than that of domestic brands. However, the results of the survey gave us an unexpected surprise: the sales volume of the agent brand was affected by the price problem, but the final sales volume (compared with the daily flow of a store in the same area) was not lower than that of domestic brands.

　　② technology convergence

Since most of the origin of products belong to Guangdong Province, there is a natural convergence in the process of products. This phenomenon cannot be changed in the current shoe industry. This market research confirmed the fact that many well-known brands do not have their own factories. In this case, most of them complete processing in the form of placing orders. From the perspective of market segmentation in the future, this is undoubtedly the right road to branding. But just because of this, the brand will know less and less about the process update and technology, and it will be completely handed over to the factory only processing enterprises, and the processing enterprises will not only take orders from one company. Therefore, the convergence of product technology has become a necessity. Few brands list the process in their annual investment plan.

On the contrary, the investment of foreign agent brands in this project increases at an increasing rate every year. There are not only specialized scientific and technical personnel to carry out research work, but also experienced doctors to cooperate in discussing the science of shoes and feet. For example, "Aibu" has set up a research center in its headquarters in Denmark, and has conducted research and tracking on the feet of different nationalities, and developed "Aibu" shoes that are completely suitable for Chinese feet, which is the main reason why "Aibu" brand ranks first in sales in China.

③ Design convergence

Among the products launched this year, it can be clearly felt that the fashion trend of women's shoes is retro style, and the last type is dominated by round heads. More than 70% of all women's shoes brands have similar product design, and 10% of women's shoes of all brands are reserved, that is, only 20% of the products have independent design language, and these 20% are not the best sellers of women's shoes of all brands.