Foreign High-End Shoe Brands Are In China's "Enclosure".

Even if the economy is still in the doldrums, clothing, shoes The international high-end brand is still in favor of China. In recent years, a number of foreign high-end footwear brands have revealed to reporters that plans to open new stores in China, and the speed of expansion can not help but cause the industry to worry that these enterprises are confronted with multiple constraints, such as the downturn in China's related industries and the change of consumption concept, which are afraid of cost pressures and market risks are difficult to control.

　　 Gold rush in China

Last Friday, Stuart Weitzman, a Stuart Weitzman, announced the opening of two new retail stores in Beijing. So far, the brand has reached 5 stores in China, and the Oriental Xintiandi store is the largest flagship store in the world. Li Huimin, vice president of Stuart Weitzman Asia market, told reporters that the brand is currently one in Shanghai and Chengdu. In Ming and two years, the pace of opening stores in China will be more intensive. "In the past 2014-2015 years, many of the new stores we planned to open in China are everywhere". Li Huimin said.

Yang Muqi, Asia Pacific public relations manager of Jimmy Choo, another British shoe brand, also announced his plan to open a new store in China in 2014. 3 new stores, 2 in Beijing and 1 in Chengdu. Another reporter has learned that earlier this year, hundreds of high-end brand oriented, high-end positioning of the Italy shoe brand has come to China to find buyers.

　 　 market It looks beautiful.

In the view of enterprises, China's strong consumption power for high-end brands is the main reason for its accelerated expansion. "From a global perspective, the contribution of Chinese consumers to the sales volume of the company is 30%-40%, and the development potential is still very huge." Li Huimin said.

In response, industry observers have expressed some concern that "the high-end footwear market in China is not so good at imagination." A recent industry report pointed out that the situation of high-end brands is very grim. "Within 3-5 years, with the escape of core consumers, it will further seriously affect the consumption enthusiasm of marginal consumers and potential consumers, and the relevant brands will have a large-scale recession."

Some analysts believe that the main reason for the decline of the high-end market is the economic downturn. In the Chinese market, some unique reasons are also aggravating the pressure of this industry. "On the one hand, a lot of Chinese independent brands are emerging. These products combine the latest fashion elements, adopt customized and pre-sale mode, and expand the sales channels through micro-blog and WeChat, attracting more consumers' attention. On the other hand, China's anti-corruption storm brings disaster to luxury brands. What's more, thrift is prevalent, and local tyrants who buy large quantities of high-end products are suppressed." One industry analyst said.

　 Potential risks are large.

It is worth noting that, in the overall economic downturn, ZARA, H&M and other fast. fashion The brand has developed strongly, and this has also had a certain impact on the big brand. At present, the high-end brands that have always been high have to lower themselves and join the discount team.

The above experts believe that under such circumstances, the Chinese market of foreign high-end brands may be subject to cost pressures. "Not only is the impact on the depressed market and the mid end brands, but the rise of domestic store rents and labor costs will also greatly increase the operating costs of the company. Therefore, the big players come to China to explore gold, in addition to considering the potential, but also to adapt to the current domestic market characteristics, timely and changed.