China'S Footwear Industry Will Inevitably Change To A Homogeneous Ceiling.

As we scratching our ears and racking our brains to find an answer once and for all, the trend of change in the whole industry is becoming clearer. The spanformation of any industry is by no means an individual all around, but the inevitable result of a collision between the status quo of the industry and the requirements of the times. For shoe companies, whether or not a "parasol tree leaves a leaf, and the world knows the autumn", will inevitably decide whether it can stand on the tide of industry change, rather than being lost by the trend.

I. current Footwear industry channel What changes are going on?

The current shoe industry channel is facing a shorter and wider spanformation from the enterprise to the terminal. The shorter route is because in the whole industry competition, shortening the intermediate links will be more conducive to highlight the advantages of price and path management. The wider path is because the current channel mode and terminal format are more diversified, especially the vigorous development trend of e-commerce, which will have an immeasurable influence on the whole shoe industry channel.

After ten years of accumulation, e-commerce has ushered in the big bang in 2010. Along with the popularity of capital, besides the integrated e-commerce platform such as integrated platform, integrated B2C mall, vertical B2C, network brand and so on, traditional and retailer, traditional brand, logistics company, third party payment and other industrial chain upstream and downstream enterprises are rushing into the "new world". Shoe business representatives BELLE Lining, Daphne, AOKANG and so on also scramble to expand the sales channels to the Internet and get huge returns.

2010 is the year when the electronic commerce of footwear industry takes off. According to statistics, the total volume of women's shoes in the whole network of Taobao last year totaled 70 million 387 thousand, amounting to 9 billion 570 million yuan, and 18 million 388 thousand men's shoes, amounting to 2 billion 940 million, with a 100% increase in the fourth quarter, showing explosive growth. And B2C electric business happy to buy 2010 revenue exceeded 200 million yuan, and financing 87 million dollars before and after, the revenue is expected to exceed 600 million yuan in 2011, shoe category online retail has entered a stage of rapid development.

According to BELLE's Tao Xiu network responsible person, Taoxiu net holding BELLE's brand (BELLE, Staccato, he, Teenmix, etc.) has the power to surf the Internet. Last year, the net sales amounted to 100 million yuan, an important reason is "keep together to survive", which is also one of the charm of BELLE mode. In early 2011, the American venture capital company injected a lot of financial support to Tao Xiu net, so that Tao Xiu network firmly strengthened its new thinking -- Based on the existing product line of BELLE, adding more shoes and leather goods brand shelves, making bigger and stronger Panxi network business platform, and becoming the "electronic version BELLE" holding the net goods brand group in one fell swoop. At the same time, there are many shoe enterprises in the process of trying e-commerce, because the cost of self built e-commerce website is too high and the diversity of goods is lacking.

"In Japan and South Korea's footwear market, online sales account for about 40% of the total sales, and the European and American markets exceed 10%, while China is less than 1%." For the vast majority of shoe enterprises, the influence of e-commerce on the future path of the footwear industry is already known. Now it is urgent to know how to find the right e-commerce development mode for the current situation of their own enterprises.

Two, how to form a fashion industry in China's footwear industry?

China's shoes and apparel industry has not yet formed a mature fashion industry, and it can not compare with the developed western countries in terms of bargaining power. In an interview, Hong Huang even made a very sharp assertion:

"China has no fashion industry, only manufacturing industry. The core of fashion is design, and we do not even have access to the core from its core. We can only play a trick on them, cocktail. {page_break}
 

So we can digest foreign information only two times. There are also ignorant and bold people who dare to make comments, but basically they are shit. "

For China's shoe industry, the reason is the present situation. On the one hand, it is because of historical reasons that Chinese fashion concept is far behind western developed countries, even later than Japan and Korea. Although the history of China's fashion concept is late, it is not lacking in the fashion industry in China's history. China is even the oldest luxury country in the world, and does not say that silk from the Western Han Dynasty has been popular throughout the world. The aristocratic clothing of the noble men and women in the Wei and Jin Dynasties was imitated by the Japanese royal family and had far-reaching influence. The KangQian flourishing age is also the dream of the Red Mansion, the products of Siam (Thailand) and Europe were also disdained by the great rich family of China; the eight countries invaded China as the wealth of China, and the the Summer Palace, known as the garden of "ten thousand Yuan Garden", had collected the treasures of the world, and a faucet was priceless. It can be seen that China is not only the first luxury country, but also a big fashion country.

The essence of footwear industry is fashion. The concept of fashion in Chinese mind will become clearer with the progress of the times. For China's shoe and clothing industry, from the development path of manufacturing to fashion industry, Mr. Li Guangdou thinks that we should start from the following five aspects:

First, the brand is younger. Brand must always maintain communication with young consumers. 50% Lining, the consumer's 35-40 year old brand, carried out a campaign last year, replacing the brand LOGO, changing the advertising language to "MakeTheChange" (let the change take place) with a comprehensive appearance of the image of Lining after 90, focusing on the new generation of design and fashion, and confronting Nike, Adidas and other international brands. This change is an important step in Lining's comprehensive internationalization strategy in 2014 -2018.

Two, become attached to art. Not only is the enterprise, but the entrepreneur himself should change from "factory owner" to "artist". Entrepreneurs should have an artistic aesthetic vision. The founders of famous shoes and clothing brands in foreign countries are mostly the original designers of the brand. They design shoes and clothes to express their own ideas and ideas in person. From this level, they are actually artists.

Three, create fashion topics. Fashion has always been closely related to stars. The fashion boss of Beijing International Fashion Week asked me how to become a fashion brand. I laughed and hurried to marry a female star. Hongkong people Xing Liyuan is a clothing manufacturer, acting Esprit brand. Since he married Brigitte Lin, he has thrived and sold all over the world. Because there is no need for spokesmen anymore. Brigitte Lin is the spokesman. She appeared in public for many times in Esprit, making a free reality show for Esprit.

Four, marketing is king. This is an era of speed determining success or failure. It is an era of information explosion. Traditional marketing methods can no longer solve sales problems as quickly and effectively as before. New media has become a new marketing star. Micro-blog, SNS, group buying, e-commerce... And other network marketing tools will become the focus of the future.

Five, learn to tell stories. Cartier said he was "the jeweller's emperor, the emperor's jeweler". Tiffany asked Audrey Hepburn to take a breakfast of Tiffany, and LV's advertisements were all about travel. Beijing Pangu Grand View (originally called Morgan Center), located near the bird nest and water cube, was almost demolished because of its lack of features. In order to preserve the buildings, the building was redesigned, and a soaring dragon stood proudly, and attracted much attention during the Olympic Games. This is precisely because it implied the legend of the Chinese dragon. The subsequent sales also conducted a low cost marketing by means of story marketing. On the Internet, it published a piece of "where Gates will come to Beijing for the Olympic Games, where he will spend the night?" which has aroused great concern, and Bill Gate's expectation of neighbors has made the house run away and the power of story marketing can be seen.

Three, the future footwear industry structure and terminal formats.

The changing trend of brand pattern

Judging from the current shoe industry structure, such as BELLE, Anta, AOKANG and other front-line enterprises, they have a certain brand strength and mature and stable sales network. {page_break}
 

The direct competitors they will face will be foreign second-line brands, so for the domestic first-line brands, the future focus is not on channels, but on the return of products, focusing on the formation of unique product styles and brand personalities. At the same time, with strong capital strength, the acquisition of brands at home and abroad, while enriching their brand camps, also merged the market share of acquired brands.

Secondly, some brands with relatively high popularity in the mainland, because of the disconnection of design, marketing and management with the times, have increasingly brought the impression of brand rigidity and decay to consumers. At the same time, because of the lack of historical burden, some of the new shoe companies have been influenced by modern management and marketing, and have made quick progress in the market segmentation with fresh brand image and marketing methods.

Therefore, the core problem of a brand's success or failure is three kinds of situations: first, whether your product design can lead the consumption trend; two, if you can't meet the above requirements, then can your product keep up with the trend? Three, you can only be abandoned by the market.

The changing trend of terminal formats

With the different stages of footwear development, the terminal structure will inevitably change accordingly. According to the author's observation, the future terminal changes are mainly reflected in the following aspects:

1. Integration store. For example, BELLE converged dozens of brands of its brands in the same store's map mode, or the Red Dragonfly brand integrated store model that combines different products such as shoes, accessories, leather goods and so on is a form of sales. Such a form can bring a "one-stop" shopping experience to customers while winning a richer market return with the rich product mix that other brands can not match.

2, boutique. For a single brand with strong design ability, besides the sales of shopping malls in the future, it may be possible to launch the terminal form of boutique Street store. Under the pressure of rising store costs, many brands with low value-added brands may be more and more difficult to survive. For some brands with high added value, boutiques may attract some customers with high income and high brand loyalty.

3, shoe city. For the two or three line brand, I think chain shoes city should be a good channel choice in the future. At present, the chain shoe city is not very strong, the threshold is not high, but one day it will become stronger. This is the market trend. For the two or three line brand, promoting cooperation with the chain shoe city is a win-win and mutually beneficial choice. The strength of the chain shoe city, to a large extent, needs the help of the major brands to enrich the brand and product mix. For the shoe enterprises, the strength of the chain shoe city is bound to pull the market share of the brand in turn.

The spanformation of China's footwear industry is actually developing to a certain stage. After reaching the ceiling of homogeneity, it is bound to result. Every change is a rigorous screening. For the whole industry, the Chinese shoe industry will undergo a new step after undergoing changes. For specific shoe companies, understanding the trend of change is like surfing.