XTEP Suspends "THEIA" Business Or Pushes New Fashion Women'S Shoes "Di"

Launch

More than a year after "THEIA", XTEP began to make deep adjustments to women's shoes.

Last weekend, there was news from the industry that the XTEP shoe business division had suspended the "THEIA" business.

It is possible that the new fashion shoes brand "Di Du" will be launched.

The industry believes that although the suspension of "THEIA" business, but XTEP's fashion shoes market will not give up.

With the improvement of women's economic capability and the variability of fashion demand, fashion women's shoes, as the fastest growing and most marketable category, will cause competition among the major brands.

XTEP shoes

According to people familiar with the matter, now XTEP's THEIA team is busy with the aftermath of closing stores. They will close the "THEIA" terminal store in a short time and make preparations for launching the new brand.

At that time, it was less than a year since "THEIA" opened its first store.

Public information shows that "THEIA" is a fast fashion brand. The target consumer group is a 18-35 year old woman who is self-employed and the price is similar to that of Daphne.

According to the positioning of "THEIA", it will use "light luxury" as marketing differentiation, erect a banner of differentiation in the troubled market competition, and expand it as a long-term business strategy to achieve the great vision of "women's first light luxury brand".

But new brands want to break through tight encirclement and break out of fame. Not only do they need to spend large sums of money to integrate the supply chain, but also need to set up effective personnel team. Once the supply chain integration is not in place, the timing is not good enough, and the personnel are not in place, then various problems will follow.

According to a staff member who works in XTEP women's shoes department, fashion women's shoes are a niche market, and the "THEIA" is the fashion PU shoes in women's shoes market. Its fast changing fashion will always challenge the rapid response mechanism of its supply chain. However, the limitation of its subdivision industry leads to the lack of talents in this area. The team of "THEIA" almost arrived at the beginning of this year, and the "THEIA" may have been in the supply chain, personnel team, timing, positioning and so on which link has led to the current stagnation adjustment.

And there are market rumors, "

"Facing the adjustment is due to the joint efforts of XTEP, the original shoe brand DIDUO, and so far, DIDUO has established independent companies and related offices in Hongkong, Guangzhou and Fuzhou, and has a design studio in the relevant fashion metropolis and the US (DIDUO) company.

In 2012, after four years of exploration, it has begun to take shape in product R & D and channel layout.

"It is understood that the market position of DIDUO has changed dramatically. The original THEIA lock-in is the PU fashion women's shoes market, and according to the data, DIDUO has positioned the high-end shoes market such as leather, which means that the competitive environment of the original women's shoes has changed dramatically or will face the challenge of entering a new market. For example, their competitors have changed from the original Daphne to BELLE, red dragonfly and so on.

The employee told reporters.

Market price war drives "THEIA"

One fact is beyond the doubt, that is, women's demand for shoes is increasing.

According to the "2014-2020 years China women shoes market monitoring and development trend prediction report" released by China enterprise consulting network, the Chinese women's shoes market has been growing rapidly at 12% speed for ten consecutive years since 1996. There are huge business opportunities behind women's shoes. Before the European and American markets were affected by the gold tsunami, the number of imports declined, and the demand for Chinese brands for consumers was also growing. Therefore, in the next ten years, the Chinese fashion shoes market will continue to show a sharp upward trend.

At present, the brand of women's shoes on the Chinese market is also increasing. It can be divided into two categories: PU and leather. Daphne, Q is the industry representative of PU fashion shoes, and BELLE, her, Teenmix and other brands are the mainstream brands of the leather women's shoes market.

"In the PU women's fashion shoes market, the vast majority are Wenzhou and Guangzhou enterprises. Most enterprises do not have strong brand awareness. Almost all of them are in the traditional wholesale mode. This provides Daphne and us with market opportunities.

In the absence of market share, Q began to build its brand, and has achieved remarkable results.

Luo Shaoqiang, general manager of Q, said.

Now, the market opportunity has changed, and the problem that can not be ignored before XTEP is "the concentration of women's shoes is very high, the competition is very intense. BELLE and Daphne occupy the share of 30%~40%, and the market is weak." Ma Gang said in an interview with relevant media.

At the same time, the PU female fashion shoe industry itself has been restricting the development of the brand, and the overwhelming price war has made the competition even more intense. No matter whether it is the former pedestrians or the latecomers of the industry, they can not afford to treat these problems positively. When it comes to this, Luo Shaoqiang's tone is beginning to become deep.

Liu Jianwei, who has worked as a brand manager in the famous PU fashion shoes, kraft, has almost hit the nail on the head: "we have only one step away from another brand of women's shoes. It sells one hundred yuan and 3 pairs of shoe promotional banners, so that we can't sell them! The cost is not enough, the money is selling, and the market is bad for a long time."

According to his analysis, as a new brand, in such a living environment, "THEIA" unless there is a huge capital chain backing, the rapid integration of the industrial chain will have the opportunity to break through, or turn to do some high-end positioning of leather women's shoes, the future development of space may be greater.

Regard women's shoes as accessories.

In fact, for the latecomers of XTEP or other women's shoes market, whether they want to have a share in the subdivision of women's shoes market, they must return to the product itself after all.

"If we want to break through the competition in this environment or compete for new brands, we need not only to support the fast fashion products for several consecutive seasons, but also to promote the integration of accessories as early as possible. We should make the women shoes as a kind of accessories, and build a one-stop shopping and living center with the concept and theme of jewelry, bags, glasses and so on.

Liu Zhichen, chief strategist at Chuang ya, said.

This point can also be seen in one or two of Q.

While retaining their dominant products, they will provide consumers with diversified choices around specific brands and different life scenarios.

But Luo Shaoqiang believes that the most fundamental demand for shoes is to wear comfortably. The brand should extend the other product lines under the premise of comfort, and target the consumers with the majority of female white-collar workers, and strive to create a fashionable and healthy way of enjoying life.

Over the years, Q has not only invested a lot of energy in raising the footwear's own wearing experience, but also realized the original intention of healthy charm by all Q women while enjoying fashion while making a new way.

It is an attempt for Q to strongly sponsor the Quanzhou women's basketball team. This will also provide a blueprint for the development of China's fashionable women's shoes industry.

"Only with clear brand marketing and strategic deployment can PU women fashion shoes brand have a new way of thinking and a new layout.

At the same time, with the deepening of brand marketing, brand awareness, reputation and consumer loyalty will also increase in the market.

Insiders said.