Analysis Of The Competition Situation Of Some Women'S Shoes Market In Beijing

On June 12th, the ten shopping malls of Beijing department store, Cui Wei building, Changan shopping center, Parkson Shopping Center, Shuang an shopping mall, anzhen Hualian, Zhongyou department store, Fuchengmen Hualian, Sai shopping center and Yansha shopping center covered four parts of Beijing: East, South, West and North.

Moreover, its consumption level is more extensive in terms of age, income, culture, occupation and so on, and it also has certain representativeness in the consumption of middle and high grade women's shoes in Beijing.

1, the basic situation

(1) the brand origin of brand shoes in Beijing market. There are 77 women's shoes brands in the ten shopping malls.

On the domestic brand, Guangdong brand occupies the first place in Beijing shopping center, accounting for more than 42% of the market coverage; Shenzhen brand occupies second place, accounting for 16% of the market coverage; Jiangsu brand occupies third, accounting for 90% of the market coverage; Shanghai and Taiwan ranks fourth, accounting for 7% of the market coverage; Guizhou and Fujian occupy fifth, accounting for 5% of the market coverage.

Foreign brands from Italy ranked first in the brand, 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; Denmark, Korea and British brands ranked fifth, accounting for 5% of the market coverage.

In contrast, the brand personalization from abroad is more prominent. Although nearly 60% of the origin is from Guangdong, but because of the long futures of the product itself, the importance of the brand design and the high confidentiality of the design, there is almost no product of the same style among the brands, and the competition for the terminal consumers is also reduced.

(2) the brand of Beijing market is strong.

The survey found that the stability of the brand women's shoes in Beijing market is very strong. Most of the consumers are more familiar with the brand. They enter Beijing more than 6 years, and the annual sales growth is over 20%.

Stable sales give consumers and shopping malls a certain degree of credibility. Especially for a newly opened shopping mall, the discount rate of the stability brand is much lower than that of other brands when choosing the brand of women's shoes. Similarly, many brands consider whether they have these well-known stable brands when considering whether or not to enter a shopping mall.

(3) the coverage of brands in shopping malls

Most of the brands in the shopping malls have reached over 50% coverage. Some brands such as BELLE, Okaso and ECCO have reached 100% of the market coverage, almost all of the large and medium-sized shopping malls in Beijing.

At present, these brands are in the form of shopping malls, there are basically no stores.

On June 12th, the ten shopping malls of Beijing department store, Cui Wei building, Changan shopping center, Parkson Shopping Center, Shuang an shopping mall, anzhen Hualian, Zhongyou department store, Fuchengmen Hualian, Sai shopping center and Yansha shopping center covered four parts of Beijing: East, South, West and North.

Moreover, its consumption level is more extensive in terms of age, income, culture, occupation and so on, and it also has certain representativeness in the consumption of middle and high grade women's shoes in Beijing.

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1, the basic situation

(1) the brand origin of brand shoes in Beijing market. There are 77 women's shoes brands in the ten shopping malls.

On the domestic brand, Guangdong brand occupies the first place in Beijing shopping center, accounting for more than 42% of the market coverage; Shenzhen brand occupies second place, accounting for 16% of the market coverage; Jiangsu brand occupies third, accounting for 90% of the market coverage; Shanghai and Taiwan ranks fourth, accounting for 7% of the market coverage; Guizhou and Fujian occupy fifth, accounting for 5% of the market coverage.

Foreign brands from Italy ranked first in the brand, 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; Denmark, Korea and British brands ranked fifth, accounting for 5% of the market coverage.

In contrast, the brand personalization from abroad is more prominent. Although nearly 60% of the origin is from Guangdong, but because of the long futures of the product itself, the importance of the brand design and the high confidentiality of the design, there is almost no product of the same style among the brands, and the competition for the terminal consumers is also reduced.

(2) the brand of Beijing market is strong.

The survey found that the stability of the brand women's shoes in Beijing market is very strong. Most of the consumers are more familiar with the brand. They enter Beijing more than 6 years, and the annual sales growth is over 20%.

Stable sales give consumers and shopping malls a certain degree of credibility. Especially for a newly opened shopping mall, the discount rate of the stability brand is much lower than that of other brands when choosing the brand of women's shoes. Similarly, many brands consider whether they have these well-known stable brands when considering whether or not to enter a shopping mall.

(3) the coverage of brands in shopping malls

Most of the brands in the shopping malls have reached over 50% coverage. Some brands such as BELLE, Okaso and ECCO have reached 100% of the market coverage, almost all of the large and medium-sized shopping malls in Beijing.

At present, these brands are in the form of shopping malls, there are basically no stores.

Of course, some women's shoes have their own design concept.

For example, "kissing cat" has made brand recognition in recent years with the advantages of slope heels, making sales grow rapidly and ranking one or two in many shopping malls.

There is also the "Milian Nuo" brand, which is very popular among middle-aged and old women. For many years, it has maintained its own style and design concept. Although sales ranking is not among the best in every shopping mall, sales have been steadily rising, and more and more people in the age group are in love with each other.

4. Convergence of display.

The exhibition problem is indeed a difficult task.

There are few differences in the display of shoes except for the differences in material and color of plates.

Most of the women's shoes display on the visual impact is not prominent, to the counter, if not "new product" two small signs road, you really do not know what are new products; what are the main thrust of this season's money; which are discounted products.

The art of display has been greatly neglected here.

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(3) the present situation of management mode

In the face of terminal research, we can analyze many problems arising from the overall management of the company.

For example, the clothing of the shopping guide is not commensurate with the product category of the brand shoes; the shopping guide basically does not have many kinds of sales and service skills; there is no daily sales record; the information outside the product can not be collected, and timely feedback to the company.

Most enterprises are basically the same for terminal management, which may be the main factor of lacking competitiveness among brands.

The international agency brand is happy, and has the same popularity as ECCO and the number of years in Beijing, but its sales and market share is lower than ECCO. The main reason is the agent's problem, the adequacy of the agent's funds and the experience of the industry management directly affect the competitiveness of the brand.

Since last year, the company has changed its agents in Beijing, and its sales in Beijing have changed greatly over the past year.

(4) equipped with computer system

In our research, only a few brands are equipped with computer systems.

It is learned that there are two main reasons for not being equipped with computers: first, to save money; and two to make no use of it.

Is the result of these two reasons correct or not?

The management of "expensive step" tells us: since all stores have equipped with computer systems, they have relaxed a lot of management for the terminal, especially the management of the storeroom. Now the warehouse turnover in Beijing is very smooth and the inventory is almost zero.

Not only did not increase the expenses of enterprises, but also saved a lot of expenditure.

It also reduces the workload of employees.

(5) business promotion activities

Surprisingly, there are few promotions in the terminal market of shoes, and there is no plan for independent promotion in the annual promotion plan.

But what about the psychology of products that consumers want to buy discounts?

(1) participating in the activities of the mall is the main means of promotion.

In fact, it is reasonable for enterprises to have a clear conscience. In the past 2-3 years, the activities of shopping malls have been followed by one company, so that enterprises have no chance to breathe.

According to the survey, enterprises are still very welcome for the activity itself, because activities can drive sales and drive the popularity of stores.

But not all enterprises are willing to take part in it actively. Many small and medium brands often participate in activities, because they are ultimately losing money.

Most women's shoes have no terminal advertising.

In a year's tracking, we did a very comprehensive survey of the large and small brands, and there was basically no terminal advertising for women's shoes.

The reasons are as follows: first, we do not think advertising will drive sales.

Two, the brand of shoes is the best advertising channel by word of mouth.

Three, unwilling to pay for advertising expenses, they are more willing to advertise in the form of news and reduce expenses.

So on this issue, we made a comprehensive (different level) research on consumers.

The conclusion is as follows: first, word of mouth is on the one hand, but ultimately it depends on whether or not it is comfortable to wear.

Because everyone's preferences are different from those of feet.

Two, advertising directly affects consumer psychology. The art of advertising represents the culture of a brand: the number of advertisements represents the strength of an enterprise.

Because the input of advertising is just a description of the sales situation of an enterprise.

Three, it is considered that only wholesale does not need advertising. As a brand, advertising is still necessary.

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(6) the rise of new consumption concepts.

Guangdong brand "Moss ray" has been greatly concerned by the three parties, including shopping malls, enterprises and consumers in the past year. In less than a year, the market coverage has reached more than 70%, and sales are among the best in most shopping malls, and the growth rate of sales is almost the first.

Of particular concern is that the material selection of this product is synthetic leather.

That is to say, synthetic leather has also been recognized by the market, and it has been loved by another consumer.

According to the relevant data, the demand for synthetic leather shoes in Korea, Japan and other developed countries is much larger than that in China every year. Many domestic factories that have made the list say that synthetic leather is a very good raw material for shoes, with strong permeability, soft material, bright colors and low cost.

Therefore, synthetic leather shoes have great attraction for consumers pursuing fashion.

(7) multi brand management of enterprises

The multi brand operation of enterprises is a common phenomenon in various industries. It is strange that the shoemaking industry almost does not involve other industries, but is constantly developing in this industry, and has developed one brand after another.

Such as: Shenzhen Shenzhen Hong Kong enterprise's five brands: BELLE, Zhen Mei Shi, Si Jia Tu, Teenmix, he she; Jiangsu Sanger group's three brands: best picture, my favorite, good people; Nanjing Hong Guo International Holdings Limited's two brands: dry Baidu, Yilu; and many years of jewelry business of a Beijing company's Kala, San Qi Er and agent brand Yue; and Guangzhou Foshan City, South China's great Feng Industrial Co., Ltd. under the family of Kang Li, Ann Mary; and XinDa group's Lies Dan, CnE, and so on.

In the investigation and analysis, we find that this multi brand operation road has no special difference from the sales profit of the brand, and that is, the sales profit is not very influenced by the brand product line, but has an inseparable relationship with the management and operation mode of the enterprise.