Development Of Footwear Industry In The World And How To Expand The European Market

1. The development of the world footwear industry. In 2005, the total output of world footwear products was 14 billion 520 million pairs, valued at 160 billion US dollars.

Among them, the total output of footwear goods in Asia is 11 billion 980 million, and China accounts for 75.1%.

In 2005, world footwear consumption accounted for 40% in Asia, 17% in the United States, 17% in Western Europe, 7% in Eastern Europe, 4% in North America and the rest of Central America, and 16% in the rest of the world.

Two, the comparison between the United States and the European market, 1, the market size is slightly smaller than that of Western Europe (299 million and 400 million) in terms of population size, but slightly higher than that in Western Europe (2286000 pairs and 2091000 pairs) in terms of footwear consumption.

2, per capita consumption of us =7.6 double; European =5.7 double 3 and market maturity are both mature markets with low growth rate (or zero).

The two markets have an aging population.

4, retail structure / distribution channel: the two markets are quite different (1) the distribution channels of American footwear commodities: in the United States, the concentration of retail is relatively high, and 25 top retail chains account for almost 60% of the total sales volume.

Independent shoe stores account for less than 15% of sales.

Retail sales such as WAL-MART, Kemat, Paul and Taghit accounted for about 45% of sales.

Messi, general store, and other high-end retailers such as North and West are also doing well, accounting for about 35% of sales.

Middle end retailers, such as Sears and Peng Ni, account for only about 15% of sales.

(2) European distribution channels for footwear commodities: in 2005, 2 billion 91 million pairs of shoes were sold to Western Europe - France, Italy, Germany and the United Kingdom - 1 billion 429 million pairs of shoes (68% of the total market) were consumed.

However, every market in these 4 markets has its own unique characteristics and distribution network.

There are very few large retailers or distributors in Europe.

(3) the United Kingdom: the population is 60500000, the market regulation is 397 million (that is, 19% of the total market), and the per capita consumption is 6.6 pairs. The main sources of imports are China, Vietnam, Italy, India, Indonesia, Brazil, Spain and Portugal.

Retail structure: Traditionally, many retailers such as Clarks, Barratts, Brantano, Stead&Simpson, ShoeStudio and Dolcis have been dominant, controlling 50% of the market share.

Recently, however, clothing retailers such as Marks&Spencer, Next, RiverIsland and Arcadia have begun to occupy a large part of the mid priced market.

Retailers and supermarkets such as Matalan, Primark, Tesco and Asda also begin to occupy a large share of the low-end market.

The main sporting goods stores include SportsWorld, J-DSports and JJBSports.

(4) Germany: the population is 82400000, the market size is 351 million pairs (that is, the total market is 16.8%), and the per capita consumption is 4.3 pairs. The main sources of imports are China, Vietnam, Italy, Portugal, India, Romania and Indonesia.

Retail structure: the German footwear market is undergoing a period of change.

Traditionally, the German footwear market is dominated by many independent retailers and is supplied by a few "sourcing groups". The largest three are AristonNordWest, G-Lord and Garant.

(fourth place – Intersport – serves the sporting goods market).

In addition, some department stores also sell a large number of footwear products.

The main stores include Karstadt, Hertie, Kaufhof and Kaufhalle.

Recently, the traditional retail structure has begun to change.

Purchasing groups and department stores have lost market share compared with different chain footwear retailers.

The main retailers include: Deichmann (the largest footwear retailer in Europe today), Hamm-RENO (HR group) and G RTZ. In addition, some newly developed supermarkets are also selling a lot of footwear products.

The main supermarkets include Aldi and Lidl.

(5) France: the population is 61100000, the market size is 348 million pairs (that is, 16.9% of the total market), and the per capita consumption is 5.7 pairs. The main sources of imports are China, Italy, Vietnam, Spain, Portugal, Morocco and Indonesia.

Retail structure: France is different from other European countries, because large supermarkets occupy about 25% of the market share.

Perhaps the most famous one is Carrefour.

Other large supermarkets include Auchan and ITM enterprises.

Decathlon occupies almost the same share in the sports shoes market.

Chain retailers are also strong, especially low and medium priced retailers, such as Vivarte (a.k.aAndre), Eram and Bata.

High end chain stores include Bally, CharlesJourdan and Mephisto.

However, independent shoe stores and purchasing groups are not very popular in Germany, and currently account for less than 20% of the market share.

(6) the population of Italy is 59000000, the market size is 333 million pairs (that is, 15.9% of the total market), and the per capita consumption is 5.6 pairs. The main sources of imports are China, Romania, Vietnam, Bulgaria, Tunisia, India and Indonesia.

Retail structure: independent operating retailers account for more than 50% of the market share.

There are only a few department stores, such as Standa, Rinascente and Coin.

Chain stores also have relatively low market share.

The largest chain stores are Bata and DiVarese respectively.

The role of supermarkets is not important (up to now).

The unique feature of the market is the prestigious "designer label" retailers, such as Gucci, SalvatoreFerragamo, FratelliRossetti, etc.

(7) Spain and Portugal also showed the same retail structure.

5, the final comparison of three aspects of sports shoes: constantly reducing the difference between the percentage of the US market and the European market.

Locally produced: the percentage of local output and total consumption in the two markets is quite different: =1.5% in the US and =27% in Europe.

Source of imports: 84% of imported footwear from the United States comes from China. 48% of imported footwear from Europe comes from China and 52% from other parts of the world.

Three, the European legislation on the sale of footwear products is relatively small in Europe as a whole, with special provisions for the sale, compensation and performance of footwear.

Moreover, the existing regulations apply only to products with limited scope.

However, other special provisions of non footwear commodities have a significant impact on the sale of daily footwear products.

To make matters worse, because these Provisions are widely covered and not special provisions for footwear, their requirements do not seem to be clear and open. Different countries have different interpretations, or customers have their own "internal" specifications.

"Non specific" legislation applicable to footwear products: Directive on consumer goods sales and related guarantees 1999/44/EC; general product safety directive 2001/95/EC; directive on the use of chemicals (such as 2002/61/EC directive for nitrogen fuel, cadmium 91/338/EEC directive, etc.).

Consumer product sales Directive: this directive is used to ensure all products: satisfactory quality, applicable to all specified uses, any description, safety and durability that comply with the application.

General product safety directive: this directive aims to ensure that safety products are only put into the market.

When testing product safety, European standard / technical specification, national standard, good practice and accepted industry code, technology and technology level should be considered.

If the consumer only needs to explain two situations, he can make a successful claim: they are injured and are injured by the product. In other words, they only need to prove that the product is not safe and no need to prove anyone's fault.

Labelling: according to EU directive 94/11, most shoes supplied within the European Union must be labelled, except for toys and industrial shoes (including other provisions) and used shoes.

The details of marking footwear should be given to indicate its main material.

This can be done by using speech or pictogram.

In short, the European market has provided many opportunities for Chinese footwear manufacturers.

The market has the following characteristics: large scale, rich, and still occupy a relatively large share of the market share of China's exports. However, compared with the US, the retail structure of the European market is very fragmented, with relatively few buyers.

Other disadvantages include low growth rate and the aging of population base.

Wei