The Domestic Shoe Industry Channel Is Sinking &Nbsp; The Potential For Huge Growth In The Rural Market Will Be Taken Seriously.

January 6th, at present, Shoe industry Product homogenization serious, the same ladder brand Competition is fierce and profits are getting smaller and smaller. Shoe companies are plunged into vicious vicious circle of price competition and excessive investment. Domestic brand Shoe enterprises The focus of competition has been around the first tier cities, second tier cities and economically developed areas. With the general increase of residents' income, the domestic shoe industry channels are sinking, and the great potential for growth in the rural market, especially the rural market, will be increasingly valued.

　 Saturday shoe industry channel sink or bring performance inflection point

On Saturday, in the fiercely competitive brand women's shoes industry, it has always adhered to the "ST&SAT" brand, but has begun to try multi brand operation, including "SAFIYA", "FBL" and "IIXVIIX". The brand growth is rapid. At present, there are about more than 1700 shops in China. Among them, "SAFIYA" and "FBL" have 300 and 100 stores nationwide. Zhang mode has achieved some success, but more than 60% of the company's revenue comes from the "ST&SAT" brand.

The company's sales channels sank in the first quarter of 2011. At present, the leading brand "ST&SAT" on Saturday is the famous brand of women's shoes in the industry. The coverage rate of the second tier cities is 90% and 70%-80% respectively, which is effective competition with the BELLE brand of BELLE, but the coverage ratio of the three or four tier cities is relatively low, and there is a big gap between the "BELLE" and the "BELLE". Therefore, in 2010, the company formulated the strategy of channel sinking. In 2010 June, the famous actor Gianna Jun was hired as the brand spokesperson. By increasing the retail terminal advertising investment, the three or four line market was expanded, and the speed of opening the shop was significantly faster than in previous years. From the data point of view, in 2009 and 2008, the company opened about 100 shops. In 2010, the number of new stores is expected to exceed 300. The maturity of new shops is generally around half a year. It is estimated that the first quarter of 2011 should be the beginning of Saturday's sinking of channels and the contribution of new shops.

　 Nike puts down its body into three or four line cities

Nike released the second quarter report of 2011 fiscal year 22. As of the three months of November 30th this year, Nike Greater China earned 482 million US dollars, an increase of 20% over the same period last year. CharlieDenson, President of Nike brand, said that Chinese consumers have a strong demand for Nike's basketball, soccer and running products. There are vast areas in the Chinese market for Nike to enter and cover, and there is still room for growth. Nike will further develop China's three and four line market and maintain sustained growth in its performance.

Nike has achieved success in China's first tier and second tier cities. The next step is to consolidate the first and second tier markets while continuing to reach three and four tier cities. The growth of local sports brands through the growth of the number of three or four line city stores has promoted the growth of international brands in China. In November of this year, Adidas announced the development roadmap of Greater China in the next 5 years. By 2015, 2500 new stores will be added to Adidas stores, which are mainly distributed in small and medium-sized cities in China.

　　 Domestic brand shoe enterprises are beginning to "sink".

A few days ago, PEAK CEO Xu Zhihua said that PEAK's profit and main market is still in the two or three tier cities in China, especially the three tier cities. This is the main position. Xu Zhihua said PEAK outlets have spread all over the country, with more than 6700 stores and more than 7000 stores by the end of the year.

Not only PEAK, Wang Zhenquan, vice president of AOKANG group, summed up the "1+N" mode and "zero risk" agency mode when talking about the transformation of channel mode. Among them, the "1+N" mode means that "1" stands for flagship space or single brand flagship store, and "N" stands for multiple stores. "Zero risk" agency is to adopt the way of "bottom guarantee plus business commission" to ensure that the agent does not take any risks. Agents are mainly responsible for store leasing and maintenance of local public relations, and the rest are responsible for the completion and cost of the business. It is understood that this model has been promoting, but there is no large-scale expansion. According to AOKANG, the main strategic point of AOKANG is still in the two or three line market. {page_break}
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　　 "Beauty shoes" brewing channel change under online and offline

After years of silence, "MD", which has a regional first brand title in Guangzhou, is ready to make a comeback. Starting from Christmas, a month long "old change" campaign is on the frenzy. "From the beginning of 2011, the shoes of the United States will be renewed in the channel," Feng Xintian, director of shoe marketing in Guangzhou, Ltd., told reporters in Nandu that they hoped to wake up the market's memory of the brand through a special way.

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.

At present, China's footwear industry is faced with such a difficult problem at the same time of rapid development. That is, the homogenization of channel construction is still in front of us when the homogenization of commodities is serious, and the differentiation between commodities and commodities is becoming smaller and smaller. In the absence of a good ability to study their own capabilities, many enterprises blindly imitate the practice of leading enterprises, thus leading enterprises to fall off one after another. Compared with the second tier cities, the three or four line market of urban and rural areas and rural areas will grow faster in the future, while the low concentration of industries on the three or four line market will provide a larger market space for those companies with independent brands and those who are experiencing channel sinking.