China'S Shoe Brands Are Coming Out Of The Ranks.

The pattern determines the outcome, since BELLE changed from agency to self employment in 1995. AOKANG Open in 1998 footwear industry After the chain monopoly system, the blink of an eye has passed for more than ten years. In this period, China's footwear industry has been able to make every effort to get rid of the unexpected. brand The pattern gradually formed.

BELLE is strong and occupies half of the department store.

According to BELLE International 2010 annual report, in 2010, the company's footwear revenue reached 14 billion 649 million yuan, an increase of 24.85% over the same period last year, and 8312 outlets in the mainland. Its 10 private brands and 17 agency brands occupy half of the department store shoe area. With this brand resource monopoly, BELLE has a strong position in the negotiation process with the mall, and the discount point is much lower than the other brand. With the higher premium capability, BELLE's brand has maintained a higher profit. The report also showed that the gross margin of BELLE international footwear increased 2.6% to 68% in 2010, much higher than that of other brands, and provided a steady flow of energy for BELLE's sustainable development.

According to a survey, there are only a dozen brands of leather shoes with an annual sales exceeding one billion, while the BELLE family accounts for 6, such as BELLE, her, Teenmix, Staccato and so on. Other brands, such as fed, Saturday, 100, etc., have long been in BELLE's subordinate position in the mall.

On the other hand, although there are many brands in the department store's essential brands such as Saturday and kissing cats, there are 8 brands on Saturday. After that, the income of the brand "Sophia" and "2010" increased by 52% and 31% respectively, breaking through 300 million yuan and 100 million yuan mark. The kissing cat had 5 brands, and in March 2011, it received IDG capital 97 million yuan injection. However, their multi brand strategy is still normal at present, and only the single brand continues to shine, because the best time has passed. Therefore, from the current point of view, BELLE's strong dominance in domestic women's shoes will be difficult to change for a long time.

Wenzhou men's shoes lead genuine leather chain stores

For many years, leather men's shoes in Wenzhou are concentrated in the chain monopoly system. According to the survey, there are no fewer than 60 thousand brands of leather shoes in Wenzhou. After several rounds of survival of the fittest, AOKANG, red dragonfly, Kangnai, spider king, and "Er Kang" and other brands stand out, and have their own distinct business strategies and business models. It has a brand operation to explore the "1+N" retail mode. The annual sales of single brand Wenzhou is about 50000000, which is more than 2 billion in Shanghai, and has strong influence in the second tier market. Although the red dragonfly is also more brand oriented, it explores the new way of chain monopoly with the mode of integrated stores. It adopts the mode of international brands to make full line products, and is more powerful in the two or three tier market. And the brand of "Er Kang" and "spider king" focuses on single brand, making deep and penetrating three or four line market, and has an unshaken position in the vast market of land and county. Although other brands in Wenzhou are also catching up with each other, it is hard to rewrite the current brand structure for a time.

Fashion women's shoes will become "more flowers for spring".

For a long time, Daphne has been a leader in fashion women's shoes. This is mainly due to the fact that the local fashion women's shoes are mainly wholesale and purely market goods. However, this situation changed greatly after 2007. A group of Wenzhou fashion shoes represented by Zhuo Shi Ni launched the "branding" movement, which has risen rapidly with the advantages of Wenzhou's industrial chain, Wenzhou's regional culture and market demand. They are not short of capital and courage, but also flexible and hardworking. The market will always have unlimited opportunities and possibilities. When the change of thinking between wholesale and retail is completed, they will fully intervene in retail operation and open up a new era of brand upgrading. Especially for Zhuo Si Ni, after several years of readjustment and improvement, it already has the capital and ability to make efforts. When to fight for spring, it will not be too long at the present speed. {page_break}

Chengdu and Tongxiang become the main areas of OEM

The regional characteristics of China's footwear industry are obvious. Chengdu and Tongxiang are mainly women's shoes, and become the main areas for women's shoes procurement in China. The production of shoes in Chengdu and Tongxiang is very fast, and there is no lack of independent brands, such as Chengdu's com, Amiky, Jiali, Tongxiang jasmine, Bani, Zhuo Yi and so on, but these two regions have an annual sales of over 500 million brands. Although in recent years, the government of Chengdu has organized a series of activities to support the development of Chengdu women's shoes, such as the large-scale activities of "Chengdu shoes national line", the two level city tour activities in Sichuan, and the "hundred buyers Chengdu line", etc., so that Chengdu shoes have made certain achievements in developing the domestic sales channels, especially the domestic mainstream business super channels. With the characteristics of "how to sell and sell", the performance of Chengdu's Euro bar shoes is increasing at an annual rate of 40%-50%. The secret is to pay attention to R & D, first talk about profit and then talk about mode. Left has an example, right has the National Women's shoes market structure gradually maturing reality, for most Chengdu and Tongxiang women's shoes, choose to make second Baocheng is not necessarily not.

The online market is one of its own.

The WEB2.0 era has brought a new round of opportunities for the shoe industry. The rapid development of e-commerce has given birth to a large number of online brands and e-commerce platforms. The "sheepskin hall shoes God" started selling "export orders and final products" to build MR.ing. BELLE's online brand for Innet, business casual shoes ZERO, modern network platform and call center service as the core of Visno and so on, all enjoy high reputation on the Internet. Based on product strength, they have important advantages such as direct feedback from consumers, short decision chain and so on. With stable customer resources and low cost brand promotion, the growth time of brand and sales volume is greatly reduced.