Analysis Of Competition Pattern And Development Prospect Of Women'S Shoes Industry In China

At present, the main distribution of footwear industry in China is still presented as Cluster type Development status. It is mainly divided into four industrial clusters, namely, the Guangdong shoe production base for the production of medium and high grade footwear products, the Zhejiang shoe base for the production of low and medium shoe products, the western shoe industry base for the production of women's shoes, and the production base for the production of sports shoes, such as Fujian, Quanzhou, Jinjiang and other places. The number of domestic population has reached 1 billion 300 million, of which women account for about 48%. In the past 12 years, China has continuously become the world's largest consumer market for women's shoes. Women's shoes Market Contain Great business opportunities. In the future, the market capacity of women's shoes in China's small and medium-sized cities will expand rapidly.

Shang Pu consulting light industry analyst pointed out: the competition of women's shoes industry in China is Yu Lie. Survival of the fittest The trend is taking shape. At present, the overall competition pattern of women's shoes industry in China mainly presents four aspects:

One is: as a mature traditional industry, the shoe manufacturing industry has a low entry threshold and fierce competition. marketing network It makes full use of its own advantages to achieve rapid development; and those who do not have independent brands and independent marketing networks do not have strong independent development capability. They can only specialize in processing and production, and enter the vicious cycle of homogenization, low price competition, and gradually be eliminated by the market. At present, the polarization phenomenon of shoemaking enterprises is prominent, and the concentration degree of industries is also constantly improving.

Two is: in recent years, the consumption of international and Hong Kong and Taiwan brand women's shoes has increased sharply, especially the high-end women's shoes. These overseas brand shoes show a strong upward trend, and international brands have entered the Chinese market one after another.

The three is: the weakness of domestic brands has been the construction of the market network and sales terminals. More and more women's shoes brand enterprises are taking the initiative to control sales through expanding and controlling terminal marketing network. Market and sales channel resources have become the focus of competition.

The four is: the most common sales channels for women's shoes are department store counters, exclusive stores, wholesale markets, supermarkets and other forms. Because the leading right of high-end goods is controlled by department stores, department stores have become the main channel for the retail of footwear products. With a large number of Hong Kong and Taiwan, the international retail enterprises set up large-scale retail integrated shopping malls and large supermarkets in China. The leading market structure of the state-owned enterprises in the primary market was broken. Under the new pattern, foreign capital or joint venture department stores are becoming the main channel of medium and high grade footwear products together with the original department stores.

According to the "2010 China Women's wear and women's shoes Market Analysis and industry development prospect forecast report" released by Shang Pu consulting, it shows that the market of Chinese women's shoes brand is still scattered, and the relevant standards should be perfected. Brand marketing, service marketing concept and prospect planning are lacking. On the whole, the competition in women's shoes industry is constantly intensifying, and the development of the industry presents the characteristics of integration, accumulation and sublimation. Because of the advantages of product development, technological innovation and environmental protection, large female shoe enterprises will have better development momentum in the future.