Qingdao Shoe World 2013 Big Field Research Wanli

Qingdao, as the central city of Shandong peninsula city group, has always been a hot spot for all major commercial giants to fight for. The battle of integration and specialization, the fight between local and foreign capital is being staged fiercely, and it is precisely these competition that constantly changes the pattern of the island business circle, and at the same time, promotes the development of the city. This time, column reporters came to this city with strong economic vitality. shoes Industry colleagues to see the development of Qingdao footwear market changes.

　　 A bird's eye view of the market / the peninsula's economic heartland

In Qingdao, first of all, the old powerful Zhongshan Road business circle decided to move on, deliberately reinvigorate the past. Here, the main old brand brands in Qingdao, which accounted for 47% of the whole province, were the two mainstay of Taitung business circle and Hongkong Road business circle.

"View the frescoes at night, enjoy the lamps, shopping and leisure in Taitung". Taitung business district is the largest business area in Qingdao. It takes three meters from east to west and Weihai to Yanan. It has a total length of more than 1000 meters. In the street there are all kinds of enterprises, such as WAL-MART, Wanda Plaza, hundred letter shoes, Liqun group, Suning Appliance, Sanlian appliance, Yatai appliance, Xinhua Bookstore, medical insurance city and so on. There are 200 thousand people in one day and 500 thousand people in one day. It is one of the five major business circles in the city.

In the construction of Taitung three Road Commercial Street, Shibei District attaches great importance to creating a strong business atmosphere from the environment. On the 21 sides of the pedestrian street, there are 6 square meters of walls on the two sides of the commercial and residential buildings. The coloured and vivid large murals have been painstakingly painted, forming a unique coloured gallery. This is the largest hand painted street in the country. At the same time, the lighting design has been made to brighten up the Taitung three road at night. The underground cultural sketches of pedestrian streets have been set up, and men's and women's characteristic squares have been built to create a beautiful shopping and leisure environment, so that the public can enjoy the feast of cultural characteristics while shopping. Shopping in Taitung commercial pedestrian street has become a leisure lifestyle for Qingdao citizens. Qingdao Taitung commercial pedestrian street, with its comfortable shopping environment, strong modern atmosphere and strong popularity, has become the most distinctive commercial pedestrian street in Qingdao, and is known as Qingdao's "Wangfujing".

In recent years, as the business card of Qingdao seaside resort city has been bigger and stronger, plus the influence of the post Olympic Games, Qingdao's major business circles, especially the newly rising Haixi business circle, have begun to accelerate the commercial development, displaying the fashionable commercial temperament in front of people. The Haixi business district is located in the core gold area of Qingdao development zone. It consists of four main business circles, namely, the Changjiang Road business circle, Wuyishan business circle, Xiangjiang Road business circle and Jinggang Mountain Road Pedestrian Mall. Taking the Yangtze River Road and Jinggangshan Road Pedestrian Street project as the axis, it radiated the entire core area of Huangdao. Next to the Huangdao district government, it gathered nearly 500 brands at home and abroad, and has a large fashion shopping plaza, such as Jia Shi Ke, Ma Kai le and AI Du Hui. Its huge regional coverage, strong consumption attractiveness and investment absorption effect satisfy the needs of the 2 million 800 thousand residents of Huangdao's west coast. At the same time, the Haixi business district has quietly risen and become a battleground for many businesses. This has complemented and interacted with the major commercial circles in the city, and has promoted the quality of the entire Qingdao business circle.

　　 Shoe market / product and image are equally important. Local shoes are characterized by sharp competition among outsiders.

　　 1. Wholesale market:

Shandong is one of the provinces with the largest wholesale market of footwear industry in China. At the peak time, 5 provincial wholesale shoe cities coexist. Qingdao East Li Yuesheng shoe city is one of the 4 wholesale markets in Shandong province. In addition, Ji'nan is the largest wholesale shoe city in the province. Linyi and Weifang also have a provincial agent shoe city, but similar to Qingdao's market, the shoe city is smaller. East Li Yuesheng shoes city moved to the new market 100 meters east of the original site in 2009 to improve the original shoe city image, enhance the grade of wholesale shoe city and standardize the management level.

Because the Qingdao footwear wholesale market is governed by a smaller area, many brands have no agents in Qingdao, such as AOKANG, red dragonfly, kraft, and gosheng brands, all of which are offices and affiliated to Ji'nan branch. In view of the incomplete brand of the shoe wholesale market in Qingdao, many customers in the market, especially the retail shoe city, go directly to Ji'nan to get the goods. Limited by market size, there are not many single agents who make single brand in Qingdao. Many agents make multiple brands, and family members operate separately. At present, the prices of various brands in the market have increased rapidly, and the wholesale advantage has been gradually weakened. The brands have begun to focus on improving the image and the fashion of the products in order to adapt to the current consumption situation in Qingdao.

According to the logistics delivery situation of Li Yuesheng wholesale shoe city in 2012, the rate of goods returned by various brands in this year is higher, and some brands even reach 50%. This is mainly due to the fact that many brands of shoes city come from Wenzhou, Guangzhou, Fujian and other places. The southern attributes of the products are strong, and at the same time, they are facing the current situation of weak sales in the whole industry this year. In view of this situation, it is necessary to remind each brand to refine product mix and increase product width when ordering, so that products in the north and south market will be different. At the same time, grasp the trend of national economic development and industry characteristics, make reasonable order to avoid inventory backlog, and manufacturers should also strengthen communication with agents to solve problems arising from the operation of agents in time.

Qingdao has a relatively high level of consumption, located near the coast, near the northeast, Japan and South Korea. Consumers have higher requirements for the fashion of the products, and at the same time pay more attention to the shopping experience and brand sense. Therefore, the operation and layout of the brands in the Qingdao market pay more attention to the brand image and the fashion of the products. In Qingdao, better brand is basically the image of the first line market, the two or three line market impulse.

　　 2, the retail market:

On the evening of December 30, 2012, the reporter came to the North Shopping Center in Qingdao. When the new year's Day was on sale, each brand played a promotional card at a very attractive price. For example, the promotional price of Q was 169 yuan / double, 300 yuan /2 double, and it was 10 thousand yuan on the same day, compared with the same period in 2011. Reporters also learned that the sales of the red dragonfly in the mall closed at that time was 80 thousand yuan, while sales in December 2011 amounted to 150 thousand yuan. According to local footwear operators, sales of their own stores dropped by 10% after the national day of 2012, and the main reason for the weak consumption is the fierce competition in the price of brands and the economic environment. In addition, at that time, influenced by the Diaoyu Islands incident, a large number of Japanese funded enterprises in Qingdao had a holiday, which led to lower consumption.

Qingdao and its surrounding market channels are mainly shopping malls and shoe cities, and stores are not easy to survive because of the high cost of rents and personnel. Most shopping malls in Qingdao have higher thresholds, and Wenzhou brands are more difficult to enter. But there are many brands with certain strength, such as AOKANG, Kangnai, and so on. In addition to shopping malls, every city in the peninsular area basically has shoe cities, and the brands cooperate with retail shoe cities in the form of zero inventory and payment in arrears. This cooperation mode leads to problems such as delayed settlement, inventory backlog and so on, and the mode of cooperation needs to be standardized.

There are not many brands in Qingdao and its surrounding markets, including AOKANG, Yi Kang, red dragonfly, spider king, Kangnai, Daphne, Q and so on. Most stores have a lot of pressure. In addition, Windsor, Nai and other local shops in Qingdao have a good performance in the market. Windsor mainly deals in shoes and bags for men and women. The display and containers in the store are very distinctive and run by the team of Beijing. Nai is located in fast fashion, mainly in Guangzhou, which is a combination of production and production. Shops are operated in a small integrated mode.

In real leather shoes, BELLE occupies the leading position in Qingdao, followed by her, Saturday and other brands. The kissing cat is one of the fastest growing brands in Qingdao market in recent years. Its sales volume has increased from several million yuan to tens of millions of yuan a year. In addition, the market reaction of Goldlion and other brands was good, while the brands such as Qian Baidu and Mu Lin Sen fell faster. Wenzhou brand in addition to the red dragonfly, Yi Kang, Paul Getty and other brands rely on the advantages of product and network growth is not small, Japan Tai, animal tyrants and other brands also have a good performance. In terms of PU shoes, the position of Daphne is bound to be Daphne. According to the local footwear industry, its double open shop in the business circle can sell tens of millions of dollars annually. Q keeps pace with Qingdao, and its store management and team professional level are commendable. Next is the brand of Zhuo Shi Ni and Ge Mei Qi. With the upgrading of its brand, the company changed its new agent in 2011. In the past year and a half, it has developed more than 40 outlets, including special counters and special offices. It has shown a good trend of development. In 2013, it will expand its market by self-reliance. In addition, the development of titles, giant saints and Exhibition winds was relatively stable, and sales increased in 2012.