Hefei Women'S Shoes Brand Shop Has Become A "Test Shoes Room" Has Closed Down.

< p > after having experienced the radical expansion of the past, the Brand Company of women's shoes has been shrouded in the shadow of high storage in recent years.

Careful citizens have found that many well-known women's shoes brand stores have been quietly reduced in Hefei.

Insiders say that the women's shoes industry has been facing difficulties since the second half of 2012.

In the past, women's shoes industry, which relies heavily on the expansion of stores, has no longer developed this extensive mode of development.

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< p > < strong > status quo < a href= > http://sjfzxm.com/news/index_c.asp > shop > /a > high speed expansion is no longer < /strong > /p >

< p > "sales volume is not as good as before in the past two years. Now we buy 200 to 200. So much sales promotion has never been done before."

Miss Zhang, a saleswoman for a shoe saleswoman in a pedestrian street, couldn't help telling reporters Tucao: "this line is really not easy to do."

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< p > with the decrease of profits, there is also the reduction of stores.

"Because sales growth is slowing down and inventory backlog is serious, we have closed some direct outlets nationwide, and Hefei has closed several."

A woman shoes brand Hefei branch office official told reporters that before the company opened more than 2000 stores in the country, but gradually shut down more than 600 invalid stores.

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< p > reporter then contacted another Hefei distributor Department of a well-known women's shoe brand, a staff member said that the brand will no longer increase franchisees this year, and some of them are renovated.

For the specific number of shops and the reasons for the recession in Hefei store, she said it was not convenient to talk more about it.

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< p > in addition, according to the recent 2013 financial data released by BELLE, Saturday, Daphne and Daphne, BELLE's footwear sales in the same store dropped by 2.7%, the first negative growth since the listing in 2007, Daphne's core brand and same store sales fell 10.4%, Saturday's net profit fell by 28.95% compared to the same period last year, and the net profit decline of the company also approached 30%.

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< p > < strong > the shop under the reason is reduced to < < a href= > http://sjfzxm.com/news/index_s.asp > > test shoes > /a > < /strong > /p >.

"P >" the main reason for such a situation is that the pformation of retail channels has been quietly accelerating. With the continuous emergence of new shopping centers and the vigorous development of e-commerce, people in the department store mall, which have been relying heavily on shoes, have already encountered diversion.

This is the common reason for the industry. "

Professor Chen of Anhui University School of management believes that the problem has been magnified as the expansion of stores has slowed down rapidly.

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< p > Professor Chen said that this is also related to the extensive expansion of the major shoe companies in 2012.

At present, the development of online channels is good, and most offline stores have become consumers' "shoe testing rooms".

"Enterprises should have breakthroughs in channels and product categories to get new profit points.

The development trend of the industry in 2014 will be that the major shoe companies compete for online channels and actively develop the O2O mode.

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< p > at the same time, the homogenization of the products of the major brand subsidiaries is also one of the important reasons.

"Take BELLE as an example, its own brands include BELLE, Teenmix, TATA, Staccato and more than 10, and many products also have homogenization problems."

Qin Li, manager of women's shoes in a shopping mall in Hefei, said.

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< p > < strong > coping with the pformation of women's shoes brand into a consensus "/strong > < /p >

< p > for a href= "http://sjfzxm.com/news/index_x.asp" > women shoes < /a > brand pformation, has become the consensus of all people.

However, there are different suggestions for the specific pformation.

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Prior to "P", most of the brands went through shopping malls and shopping centers. In the future, they could take the parity strategy and the street store mode, because the street store was closer to consumers and avoided confrontation with other brands.

Insiders say that this is also a lack of brand coverage for other high-end brands.

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< p >, however, Professor Chen believes that enterprises should have breakthroughs in channels and product categories to get new profit points.

First, it is necessary to actively expand online channels, and online channels play an important role in promoting enterprises to digest seasonal inventory. Second, we need to consider increasing footwear varieties, such as extending children's shoes.

In addition, by enhancing the professional collocation knowledge of salesmen, the service level can be improved to attract consumers.

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