Upgrading Of China'S Footwear Industry To Enhance Competitiveness Of Shoe Companies

China's total annual shoe production exceeds 13 billion pairs, accounting for 65% of the total global shoemaking. It is the largest footwear manufacturing base in the world, and the largest footwear exporter and consumer in the world. In 2011, it exported more than 10 billion pairs of shoes and 2 billion 257 million pairs of footwear.

The four major footwear industry clusters in China are Guangdong, Zhejiang, Fujian and so on.

In the process of industrial pfer from the global shoe industry to the cheaper labor area, China's footwear industry is facing the upgrading of the industry from "made in China" to "created in China", upgrading the technological content of products, pforming the manufacturing base of middle and low grade into the middle and high-end products, improving the competitiveness of independent brands, and so on. The coastal footwear enterprises are advancing on the road of industrial upgrading.

The development process of the world's top three casual footwear brands CLARKS, ECCO and GEOX, as a typical labor-intensive industry, has experienced three migration from the European to the Southeast Asian countries with low labor force. At present, Asian countries provide more than 85% of the footwear products to the global market, but the products are still dominated by low-grade shoes and OEM as the European brand OEM. The high-end footwear brand, design and production center is still in Italy, Spain and other European countries.

The world's most famous shoe brands include two main categories: one is the brand of high-end casual shoes (including leather shoes) and outdoor shoes, such as Clarks, ECCO, GEOX, Timberland and so on, and the other is mainly made of leisure sports shoes and professional sports shoes, including NIKE, Adidas, Reebok, Puma and so on.

From the perspective of the development of the two types of shoes, they have experienced the stage of brand positioning, category expansion, consumer groups and mergers and acquisitions to break through the market bottleneck stage, but from the perspective of industry characteristics, casual shoes are more biased towards fashion, while sports shoes are more deeply influenced by R & D factors.

At present, the top three leisure shoes brands in the world are CLARKS, ECCO and GEOX. We summarize the common brand experience of three companies as follows: taking comfort as the core, focusing on the design and development of high-tech and popular footwear, mergers and acquisitions, and overseas expansion.

The current situation and development opportunities of domestic footwear brand, the current situation of domestic footwear industry: the domestic footwear consumption market in China is nearly 400 billion.

In the most widely used mid-range shoe market, the women's shoes market is more concentrated. The total market share of the top ten women's shoes is over 65%. Among them, BELLE group has gained more than 45% market share with its six largest brands. The market for men's shoes is relatively scattered, the top ten brands are 35%, and AOKANG and AOKANG share 5.89% and 5.79% respectively.

Domestic brand development opportunities: from DDT's survey report on footwear consumers, the two or three line consumers' demand for footwear brand consumption is strengthening, and domestic brands have doubled the channel space in line with their own two or three line market, and e-commerce is also becoming the third largest brand of unfashionable footwear.

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