Shoe Market: The Second Tier City Has A Clear Pattern Of &Nbsp; The Three Or Four Tier Cities Are Fiercely Competitive.

March 7th, more than 20 years. market Competition, the market of second tier cities has been basically divided by existing brands, and most of the high quality commercial outlets are also occupied. This phenomenon will become more prominent in 2012.

As the market structure of the second tier cities is basically clear, the focus of competition will quickly shift to the three or four tier cities. In 2010, Nike Adidas China has established a plan for developing the three or four line market. This could be China. footwear industry The next golden opportunity for retail sales, but the competition for the three or four tier cities will be more intense.

In addition to the sharp rise in manpower costs, the most troublesome problem in 2011 was the renewal of stores. According to the survey, the rentals of rents increased by 30%, and some stores even increased by more than 100%.

The leasing period of department stores is generally 10~15 years, and the 5 years from 2011 to 2015 will be the peak period of lease expiration. In 2011, due to the expiration of the lease, the cost of the renewal was too high. The stores in Guangzhou square, the new Pacific Pavilion in Chengdu, and so on were already closed. In the long run, the rising cost of retailing is an important issue that must be faced and digested by the footwear industry. It is estimated that this is one of the most difficult problems for shoe companies in 2012 to find solutions.

Although in 2011, many companies such as Hong Guo international, mobile group, AOKANG, Jordan sports and other companies compete in the capital market, and more companies are entering the countdown on the market. But in 2012, the listing of shoe companies will no longer be successful.

It is reported that the SFC has begun to focus on the listing application of chain enterprises, focusing on the potential risks of enterprises and the continuous operation ability of stores, as well as the abnormal growth behavior in the past year. Moreover, the gem has made it clear that it does not welcome the listing of traditional industries. There are various signs that the way for shoe enterprises to move towards capital market will be much more difficult than in previous years. Some weaker enterprises, which have been planned or listed on the operation, should pay more attention to this signal and make corresponding deployment as soon as possible, so as to avoid the ultimate loss and affect the normal operation and development of enterprises.

Online terminal stores are suffering from high rents and abnormal weather. In 2011, the shoe industry's electricity business climax and its Nuggets capabilities were repeatedly alarming.

The Internet in 2011, besides e-commerce, micro-blog continued to be hot. It also spawned a new way of marketing. Micro-blog marketing 。

Although most of the official micro-blog shoes currently stay on sale, discount information and shoo push shoes are hardly reflected in micro-blog's most important interaction. But with the recognition of micro-blog in the industry and the further penetration of micro-blog, the micro-blog marketing era of shoe industry will usher in 2012. Moreover, micro-blog and the electricity supplier have a "joint" trend. In 2012, the trend of micro-blog and micro-blog's e-commerce will be further highlighted.

But with the maturity and popularity of online channels, the competition among electric providers will also escalate. How to avoid the continuous spread of price war on the Internet? While improving sales volume, maintaining brand image will also become a top priority for shoe companies.

In addition, the integration of resources in the industry will also accelerate the pace and speed up the gathering of high-quality resources. In 2011, BELLE bought the lead, Baosheng bought Peng Da, and it was also reported that BELLE threw its eyes on the children's products industry, preparing to buy children's wear brand helloKitty (Hello Kitty) and Disney (Disney). I believe that similar events in 2012 will continue to be staged.