The First Performance Of Women'S Shoes Has Declined In Recent Years. What'S The Way Out For Women'S Shoes?

Once the A share market, the first share of domestic women's shoes on Saturday (002291.SZ) is no longer in sight.

According to the latest semi annual report released by the company, the company's operating income in 2015 1~6 was 845 million yuan, down 3.81% from the previous year, and net profit fell 18.91% to 27 million 24 thousand yuan over the same period last year.

Footwear sales slump

Saturday attributed the decline in performance profits to "intense competition in major department stores, continued weakness in sales and reduced number of self run stores and distribution outlets in the first half of the year".

"Brand aging is also a problem.

More and more new brands are coming in, or customers will buy new brands through other channels (electricity providers). This part (consumers) will be diverted.

As a woman's shoe

Zhai Jianxin, a dealer in Southern China, owns many stores in several cities, he told reporters: "from the market segmentation, women's consumption of shoes and clothing is usually more than two times that of male consumption.

So competition has been fierce.

According to the interview, the brand of women's shoes in China basically has several famous brands. Apart from Saturday, BELLE (01880.HK) and Daphne (00210.HK) are also outstanding in this field.

On Saturday, BELLE and other brands like to push the market competition, while Daphne takes the strategy of Street store.

But after a triumph, these brands began to slow down.

Saturday closed the 300~400 sales terminal last year, while Daphne's same store sales fell 16.9% in the first half of 2015, closing 181 stores.

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"In recent years, these brands are not good enough to sell. Apart from the fact that BELLE has more brands, it can compete, and the situation of the other two brands is not very good."

Zhai Jianxin said that in Guangdong, there are many dealers like him who have done so much. Some of them have begun to introduce some brands in Europe, America and Japan.

Business pformation adjustment

Obviously, these women's shoes enterprises are subject to intensified market competition.

Foreign brands' impact, new store slowdown and industry's adjustment period are becoming more and more important.

Take Saturday as an example, the brand began to shift from the single shoe store model of women's shoes to the new collection store, and moved to shopping centers in Shanghai, Beijing and Xi'an, and at the same time targeted at the development of various new products.

Starting in 2014, electricity sales were increased on Saturday, including vip.com.

The growth of online sales has also increased by nearly 50% over the past year.

In July 2015, on Saturday, it announced that it invested nearly 80 million yuan to set up two acquisition funds.

On Saturday, we hope that through the fund, we can diversify the layout of "her fashion ecosystem" and widen the company's

To enrich the product chain and create a fashion industry channel for the consumer goods industry.

BELLE group, which has larger scale business, began to dress up earlier.

In August 2013, BELLE acquired 31.96% stake in Barok Japan company for HK $733 million.

Just a week later, it signed a takeover agreement with LNUOI, Italy, referring to the high-end fashion market.

The service also announced that BELLE formally crossed the field of clothing.

Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian Brand Management Consulting Co., Ltd., believes that the business models of different industries are different, and whether or not the success of enterprises across the border remains to be seen.