Women's Shoes Are Facing New Channel Pformation Challenges.

< p > nowadays, the women's shoes retailers, such as "BELLE", "_blank", "Daphne" and so on, have begun to miss the days when they grew up 20% years ago, at a rate of 20% growth, in the middle market, love a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > women.

Take "BELLE" as an example. Its earnings report shows that in the peak year of opening stores in 2011, 1100 stores were opened in one year, with an average of 2-3 stores a day.

After sporting goods, men's wear and other industries, the women's shoes retailing industry with a market scale of more than ten billion dollars has become another industry that has been slowed down by sales.

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< p > according to the financial data released by four domestic female footwear listed companies in 2013, BELLE's net profit growth slowed to 4.43%, while Daphne's core brand store sales fell 10.4%, and the "Saturday" and "thousand degrees" net profit fell by over 20%.

While sales are slowing down, inventory pressure is also growing.

As of December 31, 2013, the "BELLE" inventory balance of 7 billion 934 million yuan, an increase of 12.8% over the same period.

Daphne management says it will take several quarters to clean up the excess stock.

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Women's shoes retailers, which have grown rapidly over the past few years, have encountered the biggest challenge -- how to adapt to and develop new channels. P

The industry believes that the women's shoes market will remain depressed in 2014, and the domestic female shoe retailers will enter the "ice fire period" which is rapidly compressed by traditional stores and accelerated expansion of online businesses.

The next three years will be a critical period for the industry to reshuffle.

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< p > < strong > the decline of the giants is less than /strong > /p >

< p > last year's financial year, the shoe giant's performance is not optimistic.

In January 20th, Daphne reported that its core brand sales in the same store decreased by 10.4% in 2013, and net profit declined significantly.

In February 23rd, the 2013 earnings report released by BELLE showed that in the 3 months from last December 1st to February 28th this year, the sales of "BELLE" in the same store in the mainland dropped by 2.7%, the first negative growth since the 2007 listing.

The growth of its footwear business is also not as good as before. 5.9% of the revenue growth is further slower than that of the first half of 6.8%.

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< p > then, in February 27th, "100 degrees" women shoes issued profit warning, 2013 net profit fell from the previously announced 15%-20% to 25%-28%.

In February 28th, the February 28th shoe industry's annual report was even more bleak. Its operating income last year was 1 billion 882 million yuan, an increase of 19.94% over the same period last year, but it dropped by 23.41% compared with the same period last year, and net profit dropped 28.95% compared to the same period last year.

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When p < a href= "http://www.91se91.com/news/index_s.asp" > Sales < /a > slowing down, meanwhile, like sporting goods enterprises, the increase in stock makes women's shoes have to increase sales promotion efforts, thereby lowering gross margin.

BELLE's stock is still rising sharply.

As of December 31, 2013, the company's inventory balance was 7 billion 934 million yuan, an increase of 12.8% over the same period last year.

In the early years, the price of "BELLE" in shoe stores in the first tier cities was strong, and stocks were disposed of in two or three line cities.

In recent years, as competition intensifies, BELLE has not only cleaned up its inventory in Guangzhou, Shanghai and other cities, but even some new products have been listed at half off.

"The sales of women's shoes retailers are slowing down, not only in the industry cycle, but in business models.

Earlier, the main growth paths such as "BELLE" and "Saturday" relied on large-scale opening of stores in department stores. Now they are hit by electricity suppliers, the flow of people in department stores is reduced, sales growth has slowed down, and the "BELLE" mode has been challenged. On the other hand, Taobao's low-priced Shanzhai women's shoes have also had an impact on the sale of "BELLE" and other women's shoes retailers. They offer similar products and styles, but the price is only a fraction of the former.

A person leaving from BELLE said.

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< p > "BELLE" also admitted that although shopping centers and e-commerce did not effectively replace department stores, customer diversion had a direct impact on the group's retail business.

Future Ltd will develop e-commerce business, and will also open multi brand stores in shopping centers.

UBS believes that the main reason for the slowdown in BELLE growth is the lack of brand image and insufficient investment in brand building, believing that e-commerce will continue to deprive BELLE of its market share.

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< p > earlier, BELLE and "Saturday" were positioned in the high-end women's shoes market, relying on many sub brands, almost monopolizing the half of the retail sales of women's shoes in domestic department stores.

In particular, with BELLE as the representative, there is a bloodthirsty fascination for the middle and high-end shopping malls in the mainstream business circles of large and medium-sized cities. Monopolistic occupying strategies are adopted, and many stores or special counters are opened by many brands, so as to rent 1/3 or even more than half of the floor of the shoes at one time.

According to statistics from China industry and enterprise information center, in 2012, 6 brands ranked among the top 10 of the women's leather shoes Market in China in the year of. They are "BELLE", Teenmix, her, Staccato, bath, and women's shoes.

"This monopoly of resources makes BELLE" drive out its competitors directly and build its strong brand power.

But on the other hand, it also makes women shoes brand appear product and design identical, let consumers lose more choice, consumption fatigue, domestic women's shoes retail brand began to lose attraction.

The above "BELLE" resignation said.

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In the past two years, P has also been attacked by other similar brands of women's shoes.

"Part of the reason comes from the extravagance of luxury brands. Their leather shoes have obvious brand, channel and customer resources advantages. They are very attractive for high-end customers, and the diversity and personalization brought by the upgrading of consumption also make domestic consumers pursue fashion brand."

Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, said.

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< p > < strong > new channel pformation challenge < /strong > /p >

< p > "from the second half of 2012, China's women's shoes industry has entered the channel of slowing down the growth of marketing and profits. Quite a number of women's shoes brand stores have adopted cautious expansion or even shrinking."

Li Bin, Deputy Secretary General of the Pearl River Delta shoes Marketing Association, said at the March China ASEAN shoes marketing conference.

But while online stores are shrinking, the online business of domestic women's shoe retailers is accelerating.

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Sales were blocked, and the giants slowed down the pace of opening stores, and even began to close stores on a large scale. P

In 2013, the number of BELLE stores increased by 1039, but it has already slowed down by half compared with that of 2614 in 2012. It also said that over the past year, more than two hundred stores had been closed due to the lack of operation of individual brand businesses.

There were 418 new stores in 2012, but in 2013 it dropped to 120.

In the first three quarters of 2013, the "Daphne" store basically expanded, but in the fourth quarter, "Daphne" had closed down the stores directly, and the number of outlets has decreased by 222, and the number of franchisees has decreased by 23.

The total number of stores decreased by 50 in 2012, while the number of stores increased by 767 in the year.

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< p > facing the shunting of department stores and street shops by electricity suppliers and shopping malls, BELLE, "Saturday" and "Daphne" have begun to adjust channels, and have begun to combine online and offline to speed up the online layout.

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At the P earnings conference, "BELLE" chief executive Sheng Bai Jiao said, "we have to admit that the rise of electricity providers has an impact on offline sales.

"BELLE's overall sales growth slowdown is not a cyclical problem, but a structural problem. The biggest test now is how to adapt and develop new channels."

"BELLE" said it would further develop e-commerce business in the future and open multi brand stores in shopping centers.

Its "best buy online shoe city" was renamed "excellent shopping mall" in March last year, and will be extended from shoes to fashion department stores.

BELLE hopes to achieve the "online and offline integration" through the excellent purchase network. When consumers place their orders online, 18000 stores across the country will be able to make express delivery nearby.

As early as 2007, "Saturday" has been set up in Shanghai in 2007 to try out e-commerce and try e-commerce business. With the channel of e-commerce becoming more and more important marketing channel, Saturday will set up a wholly-owned subsidiary in Foshan, and the new company will focus on the division of labor and interest with each other and jointly develop e-commerce business.

In the announcement, "Daphne" also said that the integration of online and offline businesses is also one of the business priorities.

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< p > however, it is far from easy to smooth the damage between traditional women's shoes retailers and electric providers.

In May 2010, Daphne invested 100 yuan in strategic investment of 30 million yuan to develop electricity supplier business. However, in 2012, the failure of the 100 point of ignition led to great damage to its business.

"Daphne" e-commerce business now has to start again.

"BELLE" is also actively developing, but its excellent purchase network CMO Xu Lei, senior vice president Xie Yunli, COO Zhang Xiaojun, left one after another last year, which shows that the new channel is not smooth.

Its excellent purchase network now accounts for less than 5% of the company's sales.

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< p > however, a senior executive on Saturday said that although the development of e-commerce and shopping centers had diluted the flow of department stores and sidewalk shops, the emerging channels were not entirely suitable for the sale of intermediate and high-end fashion footwear products, and failed to form an effective substitute in the category of high quality fashion shoes. "Domestic women's shoes retailers will take the existing a href=" http://www.91se91.com/news/index_f.asp "> brand > /a" and category stable development. Based on the original channel advantage, we will further try out the development of multi category and the layout of online channels, and there will still be opportunities for the future. "

The source said.

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