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Concept Overflow: "Leisure" Has Become The Golden Shoe Of Many Shoe Companies.

2013/4/17 13:31:00 41

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Lining Casual Shoes Casual Leather Shoes Women's Shoes.

> as the main force of the a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a > shoe industry, the sports brand plate has entered a period of deep adjustment, and several major listed companies have continuously closed down a large number of performance shops and made sophisticated sales terminals. In contrast, the days of casual shoes are much more moist, but the concept of leisure is rampant, and many brands are faced with two positioning. 
 1, several major sports shops close five thousand, 
 according to the 2012 annual report recently disclosed, Lining, Anta, PEAK, China trends, XTEP, 361 degrees, the six major domestic sports brands, only 361 degrees. Last year, the number of stores grew by 217, while the total number of other five brands closed to 5000. Among them, Lining retail outlets reduced by 1821, equivalent to an average of 4 stores a day; the "closed shop list" ranked second of the brand, retail outlets net reduction of 1323, equivalent to an average of 3 outlets per day. 
 from the profit situation, the annual report shows that Lining lost 1 billion 979 million yuan in 2012, and the group income last year was 6 billion 739 million yuan, down 24.5% from the same period last year, and the gross profit was 2 billion 550 million yuan, a decrease of 36.9% over the same period last year. According to the announcement, in 2012, the Li Ning Co continued to streamline and rationalize the sales network. By the end of 2012, the total number of shops in Lining regular stores, flagship stores, factory shops and discount stores was 6434, a 1821 decrease compared with December 31, 2011. PEAK sports released the 2012 annual report shows that net profit last year was 310 million yuan, a year-on-year fall of 60%, fell to the lowest level in nearly 5 years; Anta sports recent announcement shows that the net profit in the first 5 years has slipped; the 361 degree net profit in 2012 dropped 59% to 710 million yuan. 
 "according to the annual report data, the total number of sports brand shops is still conservative." The source pointed out that several major brands had opened new stores while turning off bad performance shops, and the annual report data reflected the "net reduction" after the two counterbalances, so in fact, several major brands turned out to have far more bad stores than 5000. 
 in adjusting the terminal structure, recently, Lining, Anta, PEAK and other domestic brands announced a collective price increase at the latest quarterly order. The price of "a href=" http://www.91se91.com/news/index_x.asp "sports shoes < /a" will rise by one to 20%. At the same time, it is reported that Nike plans to open 40 to 50 factory stores in China this year, and the new factory stores will expand from the first tier market to the two or three line market, and the discount will be maintained at 3 to 60 percent off. According to the relevant personage, if Nike takes stock as the main means of market, then the domestic sporting goods market will be more crowded. 
 adjustment strategy implementation promotion plan /p >
 for the current predicament of the sporting goods industry, Su Jing, a senior marketing person, believes that strategic adjustment is difficult to avoid, changing the early strategy of shouting and beating, and turning the store adjustment into a necessary road; increasing investment in design, changing marketing methods, enhancing brand value and increasing profits are imperative; through attracting agents and other means, we can attract other famous international brands into the field of casual shoes and children's shoes and so on. 
 News revealed that the chairman of the board of directors of Anta, < a href= "http://www.91se91.com/pioneer/" > Ding Shizhong < /a > is now launching the promotion plan in an all-round way. Through the "levy", we conduct a net like inspection of every marketing point in the country to see which store is in good condition and what is good for us to see which store's business is poor and why it is bad. At the same time, Ding Shizhong also frequently visited BELLE, Daphne and other leisure Women's shoes enterprises to understand their retail operation system transformation. On the order system, Anta also made a reform, made a change in the distribution system, tried to set the mode of production, and Jia An counters and other equipment to optimize shop management and enhance data analysis capabilities. 
 "all brand businesses are Party A, consumers are the only Party B, concerned about why consumers buy more than simply giving goods." The view of Guo Hui group, President of Guo Hui group, has also become the consensus of the industry. Unlike Ding Shizhong's plan to strengthen the internal management, Ding has put more energy into the technological upgrading of products, and has set up the first academician workstation in the industry. 
The P promotion program has also been promoted in other sports shoes brand enterprises. 361, the new brand that combines sports and fashion is "Shang"; XTEP, 361 degree and other enterprises are entering into the field of children's wear. Among them, XTEP frequently works together with entertainment stars, positioning the fashion movement, and gradually adjusting its strategic adjustment ideas. 
 2, leisure concept shoes earn a full pot .
 compared with the sports brand plate, casual shoes are much more moist, especially casual women's shoes. The net profit growth of Baofeng fashion slippers from Quanzhou is staggering, with the brand of Daphne shoes and BELLE shoes increasing frequently. 
 annual report shows that Daphne's sales revenue increased 22.8% to HK $10 billion 530 million last year, a total of 716 sales points to 6881 last year, and the core brand's annual growth rate was 9%. According to the analysis, the company adopted a strategy of "small profits but quick turnover" to increase the inventory pressure by adding 880 direct outlets, of which more than 100 were used to clean up < a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a >, and the strategy will continue this year. BELLE, which owns both its own brand and its agency business, achieved a net profit of 4 billion 352 million yuan last year, a slight increase of 2.3% over the previous year. In addition to the new stores, BELLE's two major businesses are accelerating the opening of stores. Data show that BELLE group opened 1820 new footwear stores in 40 new cities in China last year, reaching 12090, an increase of 17.7%. The number of shoe shops covering cities in China has also risen to 350. 
 good performance as well as leisure slippers brand Baofeng fashion. By the end of last year, the company had made an annual profit of 1 billion 352 million yuan, an increase of 20.9%, a gross margin of 24.9% to 466 million yuan, and a gross margin of 1.1 percentage points to 34.5%. 
 besides, the performance of casual leather shoes, including wooden woods and rich birds, is not commendable. According to the official data of Taobao, the attention and click rate of casual men's shoes increased by more than 60% in 2012, and the number of purchases reached about 72000000 pairs, with annual sales of 12 billion 580 million yuan. 
 casual shoes enterprises have increased the intensity of design and promotion. "We have set up a first-class design team to increase the design and input of women's shoes on the basis of the original main men's shoes, and make new breakthroughs in terms of color and style." Xie Dan, chief executive of shoe company, said. 
 the concept is flooded, and the two position is "/strong > .
 although in recent years, many shoemaking enterprises have made a lot of money, but because of the wide spread of concepts, many companies that can not find their characteristics have used it as a golden oil. Everyone advertised themselves as "leisure" and brought brutal homogeneous competition. The brand of the entire board is brewing two positioning to create its own distinctive characteristics. 
 "because of its wide application, the market competition is very fierce." Huang Wenhui, founder of the online shoe brand operator, said that "leisure" has become the golden shoe of many shoe companies. Sports shoes are recreational sports, leather shoes are casual shoes, slippers and cloth shoes are also casual shoes. However, because there is no international predator like Nike and Adidas to divide the food, the overall situation of the domestic casual footwear market is fairly good. 
 Xie Dan reminded that compared with the ordinary sports shoes, shoes with shoes and shoes are more expensive and the production line is slower. Therefore, leisure shoes should be controlled more carefully from pre stage materials to later design. 
 facing many shoe enterprises to increase investment in women's shoes, Su Jing believes that although women's shoes are generally favored, Daphne has occupied an important seat in the middle price market, and BELLE group, such as Teenmix and many other brands, covering many old and middle-aged fields, has almost occupied half of the women's shoes market. The price of women's shoes is generally lower than that of men's shoes, and the design is better than men's shoes, with lower profits. She reminded local shoe companies wishing to enter the casual women's shoes field to be more careful in product pricing, so as not to affect the original brand value. 
 3, the annual growth rate of outdoor army is two digits .
Less than P, although the outdoor panel is small, its rising speed is amazing, and it has to be said in the shoe industry. 
The statistics of China Outdoor Business Union show that in 2011, the export volume and retail sales of outdoor products industry in China were 5 billion 430 million yuan and 10 billion 760 million yuan respectively, up 69.16% and 50.91% compared with the same period last year. According to the news released by the outdoor products branch of China Textile Business Association, the total annual retail sales of outdoor products in 2012 amounted to 14 billion 520 million yuan, with an annual growth rate of 34.94%, and the total shipment volume of the brand was 7 billion 390 million yuan, with an annual growth rate of 36.1%. This market cake is not only a domestic brand, but also a large number of international brands. 
 domestic outdoor brand Pathfinder 2012 annual report has not yet been released, but from its "2011 net profit growth of 98.81%, operating profit of 123 million 480 thousand yuan, an increase of 89.93%" data still can feel the whole market hot. 
 to return to the Quanzhou market, more and more shoe companies are rushing to the outdoor market. Since the "pioneers" Lodon joined the outdoor sports market of the American Camel rate advanced army, the original sports shoes, leather shoes, shoe materials and even foreign trade enterprises have also collectively shortcut into the field of outdoor shoes. In recent years, he also joined the "outdoor" team. In addition, his own brand, Wang Yongfeng, signed an agreement with the Chinese mountaineering team captain to enter the outdoor field. Anta has just acquired the famous outdoor brand in Italy. In the future, outdoor products may be cultivated as its new growth point of efficiency. 
 from a positioning point of view, the audience is relatively wide, with the "light outdoor" represented by Columbus steps, the "Outdoors" represented by Saint flee, and the "fashionable outdoors" represented by "Si Kai le". These brands are biased towards mass consumption and are similar to popular sports oriented brands. 
 strong > disorder competition knockout tournament 
 the current outdoor footwear is mainly divided into functional and positioning functions, including mountaineering shoes, hiking shoes, climbing shoes, tracing shoes and cross-country shoes. The same is the hiking shoes, and again subdivided into jungle hiking, Sanchi Ho, heavy clothing and so on. However, the market is not "cold" for such subdivision. 
 many outdoor sports fans believe that lightweight and skid resistance are their pursuit of outdoor concept. "Although I do outdoor activities on mountaineering or cycling almost every week, I only have a pair of mountaineering boots in the rear compartment." Said Mr. Lin, an outdoor enthusiast. 
 Su Jing believes that too specialized products have limited audiences and high unit price. It is difficult to accept the market, which is just like football shoes and basketball shoes in the field of sports shoes. "In fact, outdoor is a branch of sports brand. The best Pathfinder sells more than ten billion a year, which is not enough to compete with sports brand and leisure brand." Huang Wenhui said that the collective strength of today's vigorous outdoor brands is a bit similar to that of the sports brand 10 years ago, and the continuous signing of the corresponding outdoor sports figures continues to expand. 
 the independent commentator of shoes and garment industry Ma Gang believes that the whole outdoor market is in a stage of disorder competition. According to the market rules, the future will inevitably face knockout. Shuffle is inevitable, and the market will be further segmenting and intensification.