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Women Shoes: Investigation And Research On Market Competition In Beijing

2015/8/4 15:42:00 29

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Beijing Department Store Cui Wei Building Baisheng Shopping Center Shuang An Shopping Mall Anzhen Hualian Zhongyou Department Store Fuchengmen Hualian Seth Shopping Center Yansha Shopping Center.

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Beijing shopping center, Cui Wei building, Changan shopping center, Baisheng shopping center, Shuang an shopping mall, anzhen Hualian, Zhongyou department store, Fuchengmen Hualian, Seth shopping center, Yansha shopping center, these ten shopping malls have covered Beijing, which have wide coverage from consumption age, income, culture, occupation and other aspects.

Let's make a detailed analysis of women's shoes.

Beijing region

Women's shoes Market

Investigation and analysis of competition situation

Basic situation

(1)

The brand of women's shoes in Beijing market. The ten shopping malls of this survey have women's shoes brand.

Seventy-seven

Home.

In terms of domestic brands, Guangdong brands occupy the first place in Beijing shopping malls, accounting for market coverage.

42%

Above

;

Shenzhen brands ranked second, accounting for market coverage.

16%;

Jiangsu brands ranked third, accounting for market coverage.

90%;

Shanghai and Taiwan ranked fourth, accounting for market coverage.

7%;

Guizhou and Fujian ranked fifth, accounting for market coverage.

。

The brand of foreign agent comes first from Italy brand, accounting for market coverage.

48%;

French brands ranked second, accounting for market coverage.

19%;

German and Spanish brands ranked third, accounting for market coverage.

9%;

American brands ranked fourth, accounting for market coverage.

6%;

Denmark, Korea and British brands ranked fifth, accounting for market coverage.

。

In contrast, the brand personalization from abroad is more prominent, though the place of origin is also close.

60%

From Guangdong, but because the product itself has a long futures and attaches importance to the design of the brand and the high confidentiality of the design, there is almost no product of the same style among the brands, and the competition for the terminal consumers is also reduced.

(2)

Beijing Market

Brand shoes

Stability has emphasized that the stability of the brand shoes in Beijing market is very strong, and most of the consumers are more familiar with brands than in Beijing.

Six

More than a year, and the annual sales growth has exceeded.

20%

Above.

Stable sales give consumers and shopping malls a certain degree of credibility. Especially for a newly opened shopping mall, the discount rate of the stability brand is much lower than that of other brands when choosing the brand of women's shoes. Similarly, many brands consider whether they have these well-known stable brands when considering whether or not to enter a shopping mall.

(3)

And brand names

Market

The coverage of most brands in the shopping malls has reached the coverage.

50%

Above, some brands such as BELLE, Okaso, ECCO and so on have already achieved.

100%

The market coverage almost entered all the large and medium-sized shopping malls in Beijing.

At present, these brands are in the form of shopping malls, there are basically no stores.

Of course, there are special cases: Shanghai brand.

Chr (34)

Daphne

Chr (34)

Although the market coverage in Beijing shopping malls is only

20%

But the coverage in the whole market in Beijing is very high.

Chr (34)

Daphne

Chr (34)

since

Two thousand and two

It began to monopolize the good market of Beijing market in the form of exclusive stores.

The number of stores has reached the store store.

2-3

More than doubled.

(4)

The best time for sales of women's shoes during the holidays is in the past year.

Ten

The sales of brand women's shoes in shopping mall are basically off-season.

Seven

Eight

Month, the best sales time for new year's day, Spring Festival, 51, eleven and shopping malls during the celebration, the average monthly sales of most brands.

(

Refers to a store area.

Thirty

About square meters

)

stay

Fifteen

Ten thousand or so.

Although the best time to sell brand shoes is not very long, only a few weeks or so, brand sales in peak season are normal sales.

2-3

Times.

Therefore, most women's shoes brands will not miss this good period. They will basically participate in promotional activities, discount and rebate activities.

Although some small brands will not profit in participating in the activities, it is a chance for a product to run. Small brands will also take an active part in all activities of the mall.

Investigation on the operation status of brand women's shoes in Beijing

Seventy-seven

In the home brand, the leisure brand is

Twenty

Home occupies the total brand.

35%

The professional brand is

Fifty-seven

Home occupies the total brand.

65%

Among them, domestic leisure brands account for

Occupation brand occupies

52%;

Foreign agency leisure brands account for

19%

Occupation brand occupies

23%

。

This data fully shows that the sales of professional women's shoes at this stage are much higher than that of casual women's shoes.

We find that casual women's shoes need more than professional women's shoes in the middle and high-end market. This shows that people have a new understanding of health and tourism, and consumers demand for casual shoes every year.

10%-20%

The demand for casual shoes is far greater than that of professional women's shoes, especially in high-end women's shoes market.

This is a phenomenon worthy of enterprise attention and the original basis for enterprises to adjust product line.