For Years Of Silence, The Beautiful Shoes Are Rolling Back And Brewing The Online Channel Change

In January 1st, after many years of silence, Guangzhou had the first place in the region.

When he, she and Mei Bao have changed hands, Guangdong's regional brands are shrinking under the siege of BELLE, Daphne and Saturday.

At the end of 2009, the shoes of the United States were bought by the special group.

Nandu reporters learned that with the support of the new club, the company intends to adopt the online and offline dual channel expansion mode, extending from the central city to the outside, reversing the positioning of the past regional brands.

In the next 5 years, the US shoe plan will open 1000 stores nationwide.

220 billion yuan market cake looming

This is probably a great potential return.

According to the SATRATechnologyCentre report, China is the world's largest footwear manufacturing base and the world's largest footwear consumer market, accounting for about 13% of the world's total consumption.

But China's average annual footwear consumption per capita is less than 1.7, and the developed countries in the United States, France, Japan and other developed countries are 7.3, 5.8 and 4.8 respectively. Compared with that, China has larger market space.

Since 2000, the consumption of footwear products in China has increased steadily, which is in line with the annual growth rate of about 8.4%, which is basically the same as that of the same period. It is estimated that in the coming years, the consumption of footwear products will basically maintain an average growth rate of about 8.5% and will continue to grow at the rate of 8.5%. By 2010, China's footwear products retail industry will reach $220 billion.

However, behind the bright future, the shoe rebirth of the United States is not easy.

In 2007, with the help of the capital market, BELLE's market share in the middle and high-end shoes rose to 1/3.

The company told the reporters that the first half of, the total number of self operated retail outlets in the mainland has reached 10315.

The second ranked wing wing international is preparing to open 500 new stores this year. Lin Zheli, chief financial officer of the company, revealed that Daphne has opened 1904 stores, 716 counters and 743 sales outlets last year, and the number of shoes cabinet has increased to 813.

Other companies are also ready to emulate BELLE and take advantage of the capital market to seize the channel advantage.

AOKANG, Kangnai, red dragonfly and several other cross regional footwear companies are actively planning to go public.

The shoes of the United States had previously been on the Pearl River Delta, although there were more than 20 outlets in Foshan, Dongguan and Guangzhou, but the scale was still limited.

"The company has realized that regional brands must go out, otherwise there will be a crisis of marginalization."

Feng Xintian said that the shoe plan of the United States went out of Guangdong in 2011, and extended through the central city to expand the direct channel to East and southwest China, and then to the whole country, taking into account the two or three line cities.

In the next 5 years, the United States will expand its network to 1000.

Online and offline preemptive channels

"Unlike domestic sports brands that use rural areas to encircle cities and separate business outlets, the fashion shoe shoes are mainly divided into department stores and large shopping malls to enter retail channels, while supporting influential independent Street outlets."

Feng Xintian said that the shoes of the United States will rely on Guangzhou's key business circle to return to Tianhe and Beijing Road business circle, which will enhance its radiation capability to the Pearl River Delta.

And enter the province's Internet channels at one fell swoop.

"The domestic women's shoes consumption market accounts for about 85% of the total footwear, of which 50-300 yuan / double shoes account for about 40% of the total, 300-500 yuan / pairs of shoes account for 35%, 500-1000 yuan / pairs of shoes account for 20% of the total, 2000 yuan / double only account for 5%.

Guangdong footwear manufacturers association responsible person in an interview with reporters said that although imported leather shoes in materials and workmanship, but because of high prices and market share is not high, local leather shoes are still the dominant market in China.

{page_break}

However, the competition of local leather shoes in the retail channel is rather fierce. The price war of brands competing for the right word in the channel is smoky.

"Now, by virtue of a shoe that has been bought before 2000 and printed with the" MEIDICK "pattern LOGO, it will be able to exchange for any new shoes of the same type at the best price in the shoe shop of the United States. With the purchase of a beautiful shoe with the" MEIDICK "LOGO seal before 1998, it will also get the chance to pick a pair of shoes of the same type.

By virtue of a shoe bought before 1995, with white cloth marks, you can get high cash coupons.

Feng Xintian said, "the purpose of our campaign is to arouse the memory of consumers, so as to regain the channels of Guangzhou's market that the United States has run for many years."

As the physical network restarts, beauty shoes also try to shop online.

Reporters on the official website of the group learned that the company currently opened the B2C online shopping mall, which is a direct store opened by second shoe companies after landing on Taobao B2C website after BELLE.

"Beauty shoes adopt the" small, quick, smart "business direction, that is, in many ways and quantity, besides seasonal products, there are popular new products on sale every month.

Feng Xintian said that this solves the conflict between the price system of shoe enterprises online shopping mall and physical stores.