Footwear Industry In 2014: "Hot Events"

Looking back at the curtain call, in 2014, the shoe industry in China was described as "ice and fire". On the one hand, the consumption potential of the footwear industry is growing, the sports brand performance has gradually recovered, and the capital has entered the Bureau; on the other hand, the women's shoes giants have been declining, and the running events are frequent. The shoe factory fires are burning the pain of the industry. 2014, China Shoemaking industry What did we leave behind? Follow Xiaobian together to take stock of the top 10 "hot events" of the footwear industry in 2014.

Keywords 1. Frequent breakout of capital chain

2014 Shoes and clothing The industry is shrouded in the "running road" situation. Quanzhou has Hope Les, alligator, the odd, the cable, the rite and so on the listed shoes and clothing brand boss spreads the lost connection, the wages arrears news, Zhejiang, Guangdong and so on shoe clothing boss is also runs the event unceasingly. Frequent running events triggered a "Domino domino effect", which not only brought instability to the whole social development, but also triggered a credit crisis. The shoe and clothing industry fell into a shortage of funds.

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Comment: ice three feet is not a cold day. There are a series of problems behind the shoe clothing boss's running, such as labor costs, changes in the international trade environment, and difficulties in industrial upgrading; for example, financial institutions, credit ecology, and tax policies. The government should speed up the construction of enterprise credit system, urge enterprises to operate prudently, avoid excessive investment and expand blindly, so as to prevent business owners from deliberately tunneling their companies to shirk their responsibilities.

Keywords two, Anta signed NBA to become the industry leader.

In October 13, 2014, Anta signed a cooperation agreement with NBA to formally acquire the highest level of NBA's official market partner. This is the second time that Anta has another "overthrow", which has shocked the industry. This allows Anta to gain more confidence and is more committed to the next goal: in the next three years, every category, including basketball shoes, will become the first domestic brand and surpass Nike and Adidas in a predictable period.

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Comment: as we all know, NBA is recognized as the most influential and market value top class League in the world. It is also popular in China. NBA is very active in upgrading Anta brand resources, enhancing international influence and building professional sports brand image. It is undeniable that even before taking the NBA resources, Anta has surpassed Lining and become the "brand leader" of the domestic sports brand. Anta How big is your appetite? When can Nike and Adidas sleep? Let's wait and see.

Key words three, women's shoes industry downturn facing transformation

At the beginning of 2014, the dismal earnings reports of the four major women's shoes brands, such as BELLE, Daphne, Daphne and so on, shocked the shoe industry. The performance of women's shoes giants who were once in the limbo were not optimistic, and net profits were significantly lower. Last year, the market for women's shoes continued to slump, and the footwear industry entered the "ice fire" period of rapid compression of traditional stores and accelerated expansion of online businesses. The next three years will be the key period for the reshuffle of women's shoes industry.

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Comments: restricted by industry cycle adjustment, intensified market competition and the impact of other similar brands of women's shoes abroad, the women's shoes industry is facing the challenge of transformation and upgrading. Only when the domestic women's shoes enterprises develop steadily based on the existing brands and categories, will they be able to break through the difficulties as soon as possible by further exploring the development of multi category and the layout of online channels based on the original channel advantages.

Key words four, Lining changes again handsome financing 1 billion 700 million

Anta's spectacular 2014 is a nightmare for Lining. In the first half of 2014, Lining's performance deficit was the only one of 6 local sports brands. The performance in the second half of the year was still bleak. Even worse, the former Savior CEO Jin Zhenjun failed to save Lining group and was forced to resign in November 17th. Lining, who is deeply concerned about the transformation, is raising 1 billion 500 million to HK $1 billion 700 million after the 5 day suspension of the subscription price of HK $2.6 per share. With this money, can Lining's self redemption road go smoothly?

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Comments: in the face of continued losses and the prospect of future losses, Jin Zhenjun's bill is obvious. And Lining himself is in charge of the Li Ning Co? Can he reverse the situation? How much money can be raised by raising 1 billion 700 million of the funds? It is hard to see the obvious effect in the short term! In 2015, Li Ning Co was defined as the first year of redevelopment, and this year Lining could make something out of it.

Key words five. Sports industry new deal excavates "big gold mine".

In October 20, 2014, the State Council issued several opinions on accelerating the development of sports industry to promote sports consumption, and clearly promoted sports consumption from the aspects of finance, taxation, land, employment and market environment. It is estimated that in 2025, the total scale of China's sports industry will reach 5 trillion yuan, and will become a pillar industry in the future. Good policies make shoes and clothing industry hearten, or stimulate sports brand recovery.

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Comments: Chinese sporting goods have experienced a downward trend after the Beijing Olympic Games, and finally showed a trend of "rising". Now, with the support of national policies, I believe that the spring of Chinese sporting goods is coming.

Key words six. Brazil World Cup marketing war

The 4 year World Cup opened in Brazil on June 13, 2014 in Beijing. The world cup is also the arena of world sporting goods brands. Sports brands such as Nike, Adidas and PUMA have selected teams for the layout in the world cup; the domestic sports shoes brands also have their own thoughts, and 360 degrees, Lining, XTEP or sailing into the international market, or have played various kinds of edge ball. The marketing battle of the football match ended in the victory of Adidas.

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Comments: as a global event, the world cup is undoubtedly a popular attraction, and domestic sports brands are also scramble for it. These brands want to rebuild their brand value with the world cup marketing. However, under the impact of capital globalization and the mobile Internet, the "cost performance" of the sponsorship of the world cup seems to be getting lower and lower. How to dig out the value of the world cup depends on the way of brand marketing.

Key words seven, 57 billion 100 million yuan shoes brand contribution

2014 "double eleven", Tmall as always blowing up shopping Carnival whirlwind, swept away 57 billion 100 million. Behind this figure, the men's shoes, women's shoes, sports shoes and children's shoes have made a considerable share of the brand. Camel sales break through the one hundred million mark, become the first broken brand brand of the whole network shoes and clothing; excellent purchase and BELLE electricity supplier receive orders more than 500 thousand single, the amount is close to 200 million yuan......

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Comments: from this year's sales ranking of the eleven major categories, the traditional brand has been completely encircled and eliminated, except for individual accidents. Does this mean that the Tmall pattern has been established and the era of traditional brands is constantly strong? In fact, online competition is a long-term process.

Key words eight. Shoemaking industry "southeast flight" is blocked.

As labor costs continue to climb, burdened with heavy burden, and have moved to the production base not only has the international shoes and clothing brand, deep downturn in the domestic enterprises are also overweight "Southeast Asian production". In from May 13 to 15, 2014, there were negative events against Chinese funded enterprises from Vietnam's Pingyang, Hu Zhiming, to cities such as Nai, Longan, Ha Tinh and Taiping. Almost all of the large industrial zones in Pingyang were "occupied", and 460 enterprises were robbed of hundreds of thousands of shoes, causing casualties.

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Comment: because Southeast Asian countries have lower labor efficiency than China, supporting industries are incomplete and cultural differences at home and abroad, many "go out" enterprises also have great difficulties to overcome. However, judging from the first two shifts in the global shoe industry, the Southeast Asian countries and Africa, which have low labor costs, are already the trend of the times. This requires Chinese shoe companies to invest more in overseas investment and build more factories. At the same time, they should explore the local culture and habits and make proper preventive measures so as to prepare themselves for trouble.

Keywords nine. Shoe factory fire industry pain

In January 14, 2014, a fire broke out in Dadong shoe industry in Wenling, Taizhou, Zhejiang Province, which claimed 16 lives. After the fire broke out, 4559 unlicensed enterprises and fire safety hidden places were shut down, and a large number of illegal and illegal buildings were demolished and a number of owners were disposed of according to law. In May 13th, a shoe factory in the Shanghe industrial area of Ruian city had a fire accident, with a fire area of more than 700 square meters. No casualties were caused. In July 22nd, three shoe enterprises in Yunzhou industrial zone of Ruian flying cloud area, with an overheated construction area of about 4100 square meters, and October 8th, the Ruian leading enterprise Zhejiang global shoe industry Co., Ltd. had a fire, and the fire area exceeded 2000 square meters, causing no casualties.

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Comments: from the above events, we can see that fire has become an important hidden danger for the production of shoes enterprises. At the same time, it is also forcing enterprises to transform and upgrade. Only by finding out the causes from deeper levels can we fundamentally prevent the occurrence of disasters.

Key words ten. Flying fabric uppers detonate industrial chain transformation.

In London Olympic Games, Nike launched a flying woven sports shoes, not only became the focus of the whole shoe industry chain, but also detonated a chain of changes in the whole industry. In 2014, Anta, POOVE and other brand shoes companies launched their own flying sports shoes after quietly exploring. The successful emergence of flying fabric will undoubtedly become another major series of traditional shoe upper material such as cloth, leather, leather and so on. It has the function of light and breathable. It changes not only a shoe upper but also the whole production mode of sports shoes.

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Comment: Although the province is artificial, provincial materials