China'S Footwear Industry Is Facing The Spanformation From "Made In China" To "Created In China".

China is the largest footwear manufacturing country, exporter and consumer country in the world. China has over 13 billion pairs of shoes in total, accounting for 65% of the total global shoe making industry. It is the largest footwear manufacturing base in the world, and the largest footwear exporter and consumer in the world. In 2011, it exported over 10 billion pairs of shoes and 2 billion 257 million pairs of footwear. The four major shoemaking industrial clusters in China are Guangdong In Zhejiang, Fujian and Sichuan, in the process of industrial spanfer from the global footwear industry to the cheaper labor areas, China's footwear industry is facing the upgrading of industries from "made in China" to "created in China", upgrading the technological content of products, spanforming the manufacturing base of medium and low grade products to the manufacturing center of high-end products, enhancing the competitiveness of independent brands, and so on. Coastal footwear enterprises are advancing on the road of industrial upgrading.

Overview of the development of international footwear industry and brand experience

1, as a typical labor-intensive industry, the international shoe center has undergone three migrations from Europe to low labor countries in Southeast Asia. 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 OEM, and the high-end footwear brand, design and production center is still in Italy, Spain and other European countries.

2, the world famous shoe brands mainly include two categories: one is the middle grade. Casual shoes Brand names (including leather shoes) and outdoor shoes, such as Clarks, ECCO, GEOX, Timberland, etc., and the other ones are mainly 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.

3, the world's top three casual shoes brands are CLARKS, ECCO and GEOX. We conclude that three companies have the same brand experience as follows: taking comfort as the core, focusing on the design and development of hi-tech and popular footwear, mergers and acquisitions, and overseas expansion.

The present situation and development opportunity of domestic footwear brand

1, the current situation of domestic footwear industry: China's domestic footwear consumption market size of nearly 400 billion. In the most widely consumed mid-range shoe market, Women's Shoes The market is more concentrated. The total market share of the top ten women 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 are 5.89% and 5.79% respectively.

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