AOKANG Men's Shoes Are More Profitable Than Women's Shoes.

Consumer characteristics and cost fixing decisions

Focusing on high-end positioning.

In 2010, the top ten brands of women's shoes accounted for only the low and middle end of Daphne. This market structure was due to: 1) footwear brand consumption was awakened later than clothing, first with consumer awareness groups concentrated in the middle and high-end crowd; 2) raw materials were single, resulting in firm production cost, and high-end positioning often corresponded to larger profit margins.

BELLE wins in the forward-looking multi brand layout, the first hair occupies the channel resources.

The difference between high-end and high-end shoes is not large, and the bearing capacity of the brand is limited. The key to success lies in the channel. In order to occupy as many shopping areas as possible on the first floor, the multi brand strategy becomes the inevitable choice.

Compared with other high-end brands, BELLE has made multi brand layout ten years ahead of schedule. At present, the number of individual mall brands is up to 9.

Continue to scale up and break the middle and low end of "small profits".

The core strategy of the company is to push forward the cost reduction of the single product on a continuous scale, and finally to gain a positive profit.

The mode of operation is oriented by scale, and is committed to making bigger replicating single brands. The terminals are mainly located at more flexible street stores, and are actively sinking into a broader low-level market.

The average PE value of women's shoes plate is 5% higher than that of the Heng index, and the current valuation ranks first among all brands. The main reasons are as follows: 1) the market space is huge, the growth space of single brand of high and low end women's shoes is as high as 60.75% and 43.81% respectively; 2) the survival situation is the best, and the bearing capacity of women's shoes is weaker than that of their brands.

1) on Saturday, we should grasp the time window between BELLE's event mergers and acquisitions, strengthen the internal strength training of supply chain management, improve the soft power of differentiated design, research and development, and enhance the identification and consumption stickiness of the main brand with uniqueness.

2) to AOKANG's inspiration, the middle and low end men's shoes are less impacted by foreign brands. Because of the strong brand bearing capacity of men's shoes, the well-known brands will have a first mover advantage and enjoy a steady growth for a period of time in the current mode and operation capacity.

To sum up, under a unique pattern, Saturday's business improvement is a long way to go and business turning point is hard to come; AOKANG is the only listed company.

Relative women's shoes, their strength requirements and risks are relatively low, and the bonus will strengthen their first mover advantage, which is worth long-term and long-term.