Guizhou Footwear Market: Consumers' Welcome To The "Er Kang Hong Dragonfly"

Compared with other domestic markets, the particularity of Guizhou market has two main points.

First, prefecture level city's economic development level and provincial capital. Guiyang The gap is quite obvious. Guizhou province currently has 6 cities and 3 states (Guiyang, Liupanshui, Zunyi, Tongren, Bijie, Anshun, and Qianxinan Buyi and Miao Autonomous Prefecture, Qiandongnan Miao and Dong Autonomous Prefecture, Qiannan Buyei and Miao Autonomous Prefecture). In terms of shoe operation, the whole province can be roughly divided into two parts: Guiyang and surrounding areas, and 5 other 3 cities. The economic development level, consumption concept, traffic conditions and business environment of Guiyang and its surrounding areas are far beyond other parts of the province.

Therefore, the shoe industry brand practices in Guiyang and surrounding areas are also different from other cities and counties. In Guiyang and its surrounding areas, the footwear industry is dominated by department stores and specialty stores, of which the department stores are more powerful, such as China World Trade Center, times, Xintiandi and other shopping malls, which have large consumption groups in the locality, accounting for about 60% of the market share of footwear consumption. In other cities, especially in county level cities, there are mainly exclusive stores, and some cities have two department stores, but they are partial to supermarket types, and there are no department stores in some cities. Shoe city in Guiyang is less and smaller, mostly for miscellaneous shoe stores, and lacks cross regional chain enterprises with less influence.

Second, the Guiyang market is highly dependent on transportation. The area is mainly mountainous and plateau landform, and the distribution of population and city is very scattered. The counties, townships and villages are mostly distributed on both sides of the main artery. Transportation is not only the primary bottleneck restricting local development, but also the lifeline of promoting local economic leaps. According to the visit, Guizhou is now investing more to break through traffic bottlenecks. Many highways, railways, high-speed railways and airports are being built rapidly.

　　 traffic Bottlenecks restrict the local footwear industry, especially in the county level, and the goods are generally dominated by old goods, second-hand goods or even stock products. The rising cost of traffic and the shortage of supply in the region have led to a generally high retail price of local shoes. Faced with excessive prices, local consumers take counter measures to counter prices, resulting in some brand stores failed to achieve unified price.

The agents in Guiyang market are mainly concentrated in the Yuhua mall, the man world and Longxiang department store in Yunyan District. The classification of the three regions is quite obvious: the 2 floor and 3 floor of Yuhua mall are mainly made of genuine leather brand, while the 3 floor of men's big world focuses on fashion shoes brand, while Longxiang department store 3 floor is the gathering place of children's shoes brand. Wholesale and retail operations are widely practised at stalls. The distribution of sports brand agents is more dispersed.

With the upgrading of marketing and the adjustment of brand strategy, some of the brand agents have moved out of the City West Road, and the original stalls are converted into retail stores, such as Yi Er Kang, woodpecker, beast tyrant, Anta, 361 degrees, etc. Some of the brands that have moved away choose to stay in the urban areas, such as woodpeckers and wood woods. Others choose to go to the new area of the mountain, which is built by the government, such as the "Er Kang" and "beast tyrant".

Shoe Market Overview

1. The brand of leather, such as Yi Kang, red dragonfly, woodpecker, spider king, etc., is in the forefront.

　　 BELLE Daphne and other women's shoes are welcomed by consumers.

In the Guiyang market, the leather products are relatively good sales, especially the brand such as "Er Kang", "Red Dragonfly", "woodpecker", "spider king", "San Di Luo" and so on. These brands are relatively strong in the local market. The county level market has already been covered, and there are many stores in some counties. There are 3 stores in Huairen market, such as the "Yi Er Kang" and "woodpecker". In terms of terminal development, Yi Er Kang, red dragonfly, spider king and so on take direct operation and join together. The woodpeckers are all directly operated and now have more than 180 stores in the Guiyang market. In terms of terminal image, shop management, staff training, window display and so on, the brand of "Er Kang" and "woodpecker" also took the lead in the field.

In terms of leather shoes, BELLE shoes, Kisscat, BELLE, Daphne and other women's shoes are also stronger than those of Wenzhou, including Daphne, red dragonfly, woodpecker and spider king. At present, they have covered most of the county's primary market and firmly locked the local high-end consumers. In addition, Chengdu's grams of women's shoes in the local market has also opened a considerable market, some of the county market has been stationed.

Two, the fashion shoe market needs further development.

Guizhou is a big province of labor export, and a large number of young consumers go out to work for many years, seriously affecting the sales of local fashion shoes. At present, the consumers of local fashion shoes are more engaged in heavy physical work, or mountain people who need to walk far and wide for their access (mostly Miao, Buyi, Dong and other minorities). They do not pay much attention to the fashion of fashion shoes, which is not conducive to the formation and improvement of the reputation and popularity of fashion shoes.

At present, the fashion shoes in Guiyang market are mainly scattered and scattered, and only a few brands start branding operations, such as classics, Koh Mei Chi and so on. The main way to expand the market is to join the franchise. Some brands also have direct flagship stores. It is reported that there is still a large number of blank market in fashion shoes in Guizhou province. With the rapid development of local economy, the market potential in the future will be larger.

Three, sports brand development is more balanced.

Sports brands are more popular in Guizhou market, and there are more stores. But with the coming of the campaign brand adjustment period, the development speed has slowed down, and some brands even shrink in a small range. On the whole, sports brands are more balanced in the Guizhou market, and no special brand has been formed. Apart from China moving outwards, the five major sports brands (Anta, Lining, 361 degrees, XTEP, PEAK), Hongxing Erke, Jordan, and most popular birds have been covered to the county level market. The competition among brands is also less intense than other markets, and discount on stores is not big. Nike, Adidas, CONVERSE and other international brands are mainly in the local market, and no stores have been found in the county level market.

In addition, the development of the market in Guizhou is not bad. It not only covers the county level market, but also opens more than two stores in some counties. It is reported that the higher sales of the Er Kang sports benefit not only from the high visibility of the local shoes, but also from the marketing strategy of the local sports company.

Four, the market for casual shoes and children's shoes is booming.

At present, the share of casual shoes and children shoes in Guiyang market is relatively small, but the brand has begun to brand operation, so that enterprises can occupy the mental field of consumers at an early date.

Casual shoes. Jin Wang, Mu Lin Sen and other brands have gained a certain degree of market recognition. Mulin is mainly in the market, and has been stationed in some famous shopping malls. Jin Wang focuses on developing the county level market in the form of monopoly, which has basically covered the whole province. In addition, foot king, bulls family, AI Tuo and other brands also sell well locally.

In terms of children's shoes, similar to the fashion shoe market, the current distribution is mainly scattered, but balbala, five plus one, Tong Tian and other brands have begun to practice branding. Out of the market for children's shoes, there are many new entrepreneurs entering the field of children's shoes, and I believe that the market of children's shoes will spark a prairie fire in the future.