Shoes Can'T Sell Shoes.

In October 27th, BELLE International announced its first half financial year results, and its footwear business continued to decline in the same quarter for two consecutive quarters.

In the first half of the first half of the year, BELLE, Daphne, Daphne and Saturday launched a red light.

The decline in demand and the impact of e-commerce are considered to be the main reasons for the resistance growth of shoe companies.

After sporting goods, popular youth leisure and men's wear,

Become another industry entering the shuffling period.

In the international market, the export rhythm of China's footwear products has also slowed down, and the market share of Chinese shoes is being eaten up by other countries.

Slowdown in China's shoe exports

Southeast Asian countries grab market

2010

27.1%

17.1%

2011

2012

12.2%

2013

8.4%

14.9%

2014

First three quarters

(source: customs official website)

Although China is still the main supplier of footwear in the United States, the growth rhythm of imports of footwear from China in 2014 has slowed down and the market share has dropped slightly.

In the first 3 months of this year, the number of footwear imports in the United States dropped by 3.6%, and its value increased by only 1.3%, which is in sharp contrast to the 9.4% increase in the first quarter of 2013 and the 10.5% increase in value.

Although the pace of import growth has slowed down, imports of American shoes are still growing.

In 2013, 93% of the footwear industry imported from the United States came from 5 shoe producing countries. China accounted for 69% of imports, accounting for 83% of the total, Vietnam accounted for 12%, Italy 5%, Indonesia 5%, and Mexico 2%.

Among the 5 countries, China is the only country that has reduced exports to the United States, and the other 4 countries have increased their exports or exports, including Vietnam's growth of 20.3% and 20.8% respectively.

According to China Leather Association data, China is still the largest footwear supplier in the United States, but the market share in the first half of 2014 has dropped to 80.2%, compared with 82.2% in the same period in 2013.

Meanwhile, other suppliers' sales of leather shoes to the United States are increasing.

Xiong Xiaokun, a light industry researcher at CIC, said that the recent internationalization of footwear enterprises in Latin American countries is becoming more and more obvious, which will have a greater impact and impact on the export of Chinese shoe enterprises to Europe and the United States.

At present, the advantage of the export of shoes enterprises in China is still the price advantage. However, the cost of production factors such as labor, rents, raw materials and so on keeps rising in China, and the cost of production in Latin America and other countries is relatively low, and the price advantage of domestic shoe enterprises is gradually losing.

According to the statistics of the national footwear authority, the total production of footwear in China reached 14 billion 200 million pairs in 2013, up 4.9% from 2012, and the total export volume of footwear also exceeded 10 billion pairs, reaching 10 billion 600 million pairs, an increase of 5.2% compared with the same period last year.

China's footwear export growth in 2013 is basically equal to the total output of the EU's footwear, or the total volume of footwear production in Mexico and Thailand.

Only Vietnam's growth percentage is higher than China, that is, production increases by 10%, and export growth is similar.

Women's shoes four swordsman collectively light red light

Selling professional shoe companies earn the most

On the evening of October 27th, BELLE International announced the first half fiscal year of 2014/15 fiscal year.

The company reported a turnover of 18 billion 556 million yuan during the reporting period, an increase of 10.9% over the same period, and a net profit of 2 billion 78 million yuan, an increase of 7.6% over the same period last year.

Because this performance is better than expected, agencies have given positive comments.

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However, BELLE's footwear business has declined for the two consecutive quarter.

In the first half of the fiscal year, BELLE's footwear business turnover was 10 billion 355 million yuan, an increase of 6.6% over the same period last year.

Excluding the SKAP business incorporated in the year, the organic growth rate is less than 5%.

In this regard, BELLE explained that the reasons lie in two aspects: the same store sales declined slightly, and the opening speed of the stores slowed down obviously.

According to the data previously released, the sales of footwear business in the second quarter of BELLE 2014/15 fell to 2.8%, while the first quarter of the fiscal year dropped by 1.8%.

BELLE chief executive and executive director Sheng Bai pepper said in a performance press conference that the main selling channels of footwear businesses depend on department stores, but department stores' traffic has declined, and sales growth has been sluggish.

Footwear sales in September and October were worse than those in the first half of the year. It is expected that there will be negative growth in the same store sales throughout the year, which is not optimistic for next year's situation.

In the capital market, there are 4 fashion women's shoes listed companies, namely BELLE international, Daphne international, 100 degrees and Saturday, the first three are Hong Kong stocks, and Saturday is the only A shoes listed company.

As the core business of BELLE international, its footwear business revenue growth began to decline significantly since 2012. The growth rate from the two digit growth rate in previous years has dropped to 5.04% of the single digit, and the growth rate has slowed down significantly.

The other 3 women's shoes listed companies are not optimistic.

In 2013, in addition to the positive growth in revenue on Saturday, the revenues, gross margins and net profits of Daphne international and the company declined in varying degrees, and the net profit on Saturday also declined sharply.

Individual stocks rise or fall main business

BELLE international 8.4% women's shoes

Daphne international 11.59% women's shoes

-8.33% shoes

Saturday 44.19% leather shoes and leather products

AOKANG international 8.71%

Shoe making materials

Qin Ya shares 61.48% shoe sole material

Research and development of Xingye technology 2.68% shoe upper leather

Jihua Group 84.18% professional footwear

12.39% sports shoes and clothing

14.96% leather leather processing sales

Shopping malls are hit by electricity providers

Lack of popularity makes shoes hard to sell.

The bad performance is obviously the result of many negative factors.

BELLE International said that there were four main reasons for the obvious slowdown in group footwear business income: first, weak growth in same store sales; two, slow down in shop opening; three, the termination of individual agency brand business.

The four is warm winter in 2013, and relatively cold in spring in 2014, which has a great impact on the sales of seasonal products such as footwear and clothing.

The deeper reason is that with the gradual deepening of economic restructuring and the slowing down of economic growth, consumer confidence continues to slump and consumption will not be strong.

Moreover, the rapid evolution of the channel pattern, the serious diversion of the department store customers, and the fast developing shopping mall and e-commerce channel have not yet become effective sales channels for high quality footwear products.

As we all know, the Dalian lock department store has been the main channel for the sales of women's shoes brand in China.

At present, shopping centers, e-commerce channels under the line "double attack", sales have been greatly affected.

Shoes and clothing industry observers Ma Gang pointed out that women's shoes industry competition is more intense, the impact of the electricity supplier is obvious.

Take Daphne as an example, its brand "route" is wide, but it is mainly low and medium end products. This part of the product is more pressure than the high-end brand because of the impact of the electricity supplier, and sales decline is inevitable.

In addition, after a long period of development, the market development of every enterprise is in a state of saturation.

A shares the only female shoe listed company on Saturday 2013 revenue grew 17.53%, to 1 billion 844 million yuan, but net profit fell 39.07%, to 34 million 21 thousand and 500 yuan.

In the first half of this year, revenue was 878 million yuan on Saturday, down 2.12% from the same period last year, and net profit was 33 million 326 thousand yuan, up 7.35% over the same period last year.

In its semi annual report, it said that the electricity supplier is still a bright spot, and sales in the first half of this year increased by more than 8.