"Spring Season" Has Become The Main Theme Of The Current Spring Sales Of Women'S Shoes.

Half a month ago, there were 800 yuan pairs.

Discount early strength

"Spring season" becomes the current spring festival.

A salesperson from a boutique shoe store near Chongqing Road, Changchun, said that, like last year, the time for listing the spring women's shoes was at the end of February.

According to convention, the maximum discount rate for new products should be in late March and early April, but this year will be different.

"This year, new products and discount schemes have been launched, and the discount time is earlier."

She said.

A salesperson from a shopping mall said, "like last year's new model, our lowest discount can only be 10 percent off. 30 percent off and 20 percent off this year are quite common.

Now, the sales promotion plan for Qingming Festival has been discussed, mainly for new products, and some of the prices will be as low as 50 percent off.

During the visit, a number of brand sales staff said that the discount and strength were the common characteristics of women's shoes this spring.

Businesses are going to inventory.

Spring's "life cycle" is short, coupled with Changchun's ups and down weather, the spring women's shoes market is not hot in the short term.

A number of shopping malls reflect that compared with the same period last year, sales of spring women's shoes dropped by about 20%, and weather is one of the factors that can not be ignored. Besides, the pressure of high store pressure still exists.

The relevant staff of a shopping mall said that the shoe market competition pressure is very great. The same style shoes can find similar products in many brands, the price is uneven, and the consumption is difficult to concentrate.

For example, the same type of shoes have four or five colors, which results in the production of hot and unsalable goods, which will result in a backlog of inventory and lead to instability in the footwear market.

She said, in order to solve the stock pressure, discount promotion has become the "compulsory action" of the merchant.

At the same time, every quarter, the brand leader will send back the shoe products to headquarters, and the headquarters will deal with them according to the situation or direct sales or special regional sales.

In fact, high inventory has become a common phenomenon in the footwear industry in China.

Data show that BELLE announced in its 2011 performance bulletin that the final inventory increased by 34.1% from the end of last year, from 4 billion 859 million yuan to 6 billion 517 million yuan; Daphne's performance bulletin showed that the stock amount rose from HK $1 billion 84 million to HK $2 billion 59 million.

In addition, according to media reports, there are also high inventories of well-known brands such as fans, Metersbonwe and Lining.

"Fast fashion" model can be used for reference.

How does the high inventory of footwear industry come into being? According to the analysis of insiders, the production mode of shoes and clothing in China still stays in the mode of ordering, that is, relying on downstream distributors, not consumers, to provide market information.

This leads to asymmetric information, which leads to inconsistent market expectations and eventually high inventory.

Ding Zhaoyong, an associate professor at the school of economics and management, Jilin University, analyzes the high storage and occupancy costs of the company.

Because Chinese clothing and footwear enterprises do not provide information based on consumers, they roughly estimate product quantity based on market experience, or enlarge demand by retailers and wholesalers, thus increasing inventory pressure.

This year, affected by the international economic situation, the export of products into the mainland further aggravated the pressure of high inventory.

In this regard, he believes that the "fast fashion" model is worth learning from.

Ding Zhaoyong said that some international brand enterprises are close to market demand and make rapid market reaction, which can provide consumers with fashionable new products.

However, for domestic enterprises, higher requirements for enterprise funds and high-quality innovative talents are required.

He believes that the relevant enterprises can develop together, or adopt the way of cooperation with large enterprises, and do well in the two links of product research and development and market sales.