The Inspiration Of BELLE Group Encountering Sales Bottleneck To Shoe Industry

Recently, China's largest footwear production and retail companies

The world has released its retail sales in the first quarter of this fiscal year.

The number of retail outlets in mainland China has decreased by 167, and footwear sales have dropped by 7.8% over the same period last year.

What led to the decline in BELLE sales? Let's go to know Xiaobian today.

According to media reports, for the reasons for the slowdown in performance, BELLE international chief executive Sheng Bai Jiao once pointed out that the weakening of sales performance of footwear companies is mainly due to structural problems rather than cyclical issues.

He said that this phenomenon will not improve in the short term.

Sheng Bai pepper expects this year's footwear profit margin or decline.

Sales people have told the media that the footwear industry is now facing the problem of changing retail channels and can no longer blindly expand on a large scale.

After the explosion of the shop, the market has become saturated. For example, 8 brands in 10 brands in a mall are the same company. This is already a signal.

In addition, with the increase of rent, advertising and other costs, the impact of the electricity supplier,

It has passed the golden period of development, closing stores or becoming normal.

If we do not consider pformation, we will still face great pressure in the next few years.

A website found that at the weekend, BELLE shoppers still had a large number of consumers at the weekend, but most people tried it on. A customer revealed that they would try out the code number and style in the shop, but they would choose Taobao to purchase or purchase at some shopping websites, because the price ratio was more cost-effective in the physical store.

To a certain extent, it also led to a decline in sales of physical stores.

In addition to the above objective factors, is there any "no effort" and slack in the pition period of China's footwear industry? Perhaps consumers can get the answer.

Li Yunyun used to be a loyal customer of BELLE shoes, but in recent years, she has rarely patronized BELLE's brand stores and counters.

It's not that she has a better choice, but that she has a complaint about BELLE shoes.

Li Yunyun remembers the first time she bought BELLE shoes. When she was in her sophomore year, she took the weekend off to go shopping with a good girl student. Two people liked the high-heeled shoes very much. Li Yunyun had a pair of satin fish mouths and high heels in her eyes, and the golden high heels began to pick up a lot.

Li Yunyun wore this pair of shoes to go on a date with his boyfriend, go to the movies, and wear these shoes to attend his cousin's wedding. Because the bridesmaid's shoes could not be found at the wedding, she was temporarily borrowed as a bridesmaid's shoe.

These beautiful moments are closely related to these shoes. Until now, when she opened the shoe cabinet, she still liked her design very much, and occasionally she put on a friend's place to eat, or she would be praised: "these shoes are beautiful."

After work, because of the relationship between these lucky shoes, she would occasionally go to BELLE's shoe store for a stroll, and bought a pair of gray leather sheepskin high heels for a while. She was very uncomfortable in her mind. The style was not what she liked and comfortable, but because she had to wear it on working occasions, she could only do it.

"At that time, I thought I was the reason for my feet. I always felt that my shoes didn't fit me."

Li Yunyun said that after participating in the company's activities, she put the gray sheepskin.

Put it away and put it away.

Li Yunyun had the same feelings as Hu Xiaojing, who once lived in a dormitory.

Hu Xiaojing recently bought a pair of flat shoes at the MII Li counter in the mall. She thought the shoes were fashionable and comfortable, and designed a tighten bandage inside the heel of the shoe. "I immediately realized that the design of the bandage was designed to prevent shoes from falling off.

At that time, the brand was very promising.

The result is such a bandage to let Xiao Jing eat all the trouble, wear these shoes to go out to eat with friends, the bandage of the heel is grinding more and more, but Xiaojing wears back home. After he takes off his shoes, he finds two bubbles in his heel. After a while, his feet begin to fester, and he can only wear slippers to work.

"I will never buy this brand of shoes again."

Xiao Jing said.

When we learned that MII Li brand belonged to BELLE group, Xiao Jing was silent and said, "when I was at school, I was very happy to get a pair of BELLE shoes. Now the design is not fashionable enough, and the comfort is also poor, and I can never find the feeling of the past."

In the face of the loss of the old customer group, BELLE group is also trying to save it.

On a BELLE counter in a shopping mall in Xidan, Beijing, the salesperson told the reporter that some shoes are high-end imported leather shoes, only a few shops in Beijing can be bought elsewhere, and these so-called "high-end imported leather shoes" are more comfortable than others, but the prices are relatively high.

In the face of the huge Chinese women's shoes market, shoes are never afraid of selling.

Then, is the fatigue of China's footwear industry very much related to the design obsolescence and the lack of comfort?

In the survey, the vast majority of consumers are willing to buy a pair of shoes that are fashionable and can not wear their feet at the same price or higher price. Is this able to give more consideration to Chinese shoe brands?