Chinese Women'S Shoes Brand Collective Weakness Continues To Have A Pformation, Want To Force The Electricity Supplier

In April 2015, that was in China.

Uniqlo has announced that they are finally starting to sell shoes.

Mainland China was first sold in UNIQLOSHANGHAI flagship store in Shanghai, Shanghai flagship store in Nanjing West Road, Victoria Victoria Plaza in Guangzhou and official flagship store.

There are only two styles, each of which has five colors and sells for RMB 199 yuan.

The two shoes are considered a trial water market reaction, and an uniqo spokesman said it will adjust the future market strategy.

Now, after a domestic lamentation of leisure apparel companies, are footwear companies worried? These shoe giants may be psychologically prepared.

In fact, shoe brand performance such as BELLE, Daphne and Saturday has been declining for two years.

Insiders said that under the constraints of many factors such as market saturation, rising costs and persistent impact of electric business, the extensive development mode of women's shoes brand simply scale, assemble capacity and reduce costs has not worked.

Collective weakness continues

In the evening of August 31, 2015,

The brand has released its interim results at the end of 6 in 2015.

Data show that the company's total revenue in the first half was 1 billion 416 million yuan, an increase of 14.1% over the previous year, and net profit of 111 million yuan, an increase of 13.5% over the same period in 2014.

The same store sales in the first half of 2015 increased by 5.4% compared with the same period last year.

Do not think that the industry is getting warmer.

The performance of the company does not represent the overall situation of the industry.

It is understood that the women's shoes industry that several giants, including BELLE, Saturday, Daphne's life is not very good.

Take BELLE as an example.

Up to now, BELLE's medium-term performance has not yet been announced, but according to the latest retail business data released in the first quarter (March to May), the number of China's largest shoe production and retail companies retail outlets in the mainland dropped by 167, while the sales of its footwear business decreased by 7.8% over the same period last year.

Previously, the scale of stores has always been the advantage of BELLE international.

Data show that in the most crazy days of 2011, BELLE international opened 2~3 stores every day.

Sheng Bai Chai, CEO of the company, said that the slowdown in group business growth will become normal and there will be no explosive growth in the short term, so the pace of opening stores will slow down in the future.

The information released by BELLE official website shows that BELLE has independently operated 13 footwear brands: in addition to its Belle (BELLE), it also includes Teenmix (Teenmix), Tata (HERS), Staccato (Staccato), Joy&Peace (real beauty), Millie (s), Senda (Tata), Innet (Basto), Basto (and so on) in various shopping malls, and also manages 7 brands: Bata, Bata, Basto, and so on.

Sheng Bai pepper's explanation for the decline in performance is mainly due to the weakening of sales performance of footwear companies, and the weakness of footwear is mainly due to structural problems rather than cyclical issues.

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

Not only in the mainland, but also in the Hongkong market.

BeLLE, BELLE's brand name, withdrew from the Hongkong market in August 2015.

The official explanation is that the mainland market is linked to sales because of the variable cost of rental charges. Therefore, the profitability of the mainland market is less impaired. On the contrary, the rental market in Hongkong is fixed at a fixed cost and has always been stable, thus affecting profitability.

Reporters noted that BeLLE withdrawal from the Hongkong market for BELLE group, the impact is not too great.

According to the financial report.

As of February 28, 2015, there were only 158 self operated stores in the Hongkong and Macao markets, which accounted for 1% of the 14128 footwear stores in the mainland market, while the income of the Hong Kong and Macao markets accounted for only 2.9% of the group's BELLE.

But it has to be said, BeLLE Hongkong customs shop actually reflects the Chinese shoe enterprises collective weakness.

Sheng Bai pepper expects that the profit margin of footwear will decline in 2015, and the same store sales retrogression will intensify compared with 2014.

This statement shows that the tone of the slowdown in the next few years has no suspense.

Seeking new growth points in pition has become an inevitable choice for domestic women's shoe companies.

Reporters noted that although the main shoe business weak, but BELLE's sportswear business sales have been good, the first quarter of 2015 this year, an increase of 12.4%.

According to BELLE's statement, sportswear business has gone through a downturn in the past few years, and the market has finished its inventory. Its performance is better, and its profit margin trend is healthy. In the first three months of 2015, it had double digit sales growth.

BELLE said that in the past few years, the footwear business has helped the sportswear business, hoping that the sportswear business can be made up for now.

It is understood that BELLE is the agent of several sports brands, including Nike, Adidas and CONVERSE.

The company's 2014 fiscal year report said that in the first 14 months of February 2014, the company's profits amounted to 5 billion 160 million yuan and the revenue was 43 billion yuan.

Among them, Nike and Adidas account for about 87% of the turnover of the company's sports apparel business.

The overall sports apparel business accounts for about 42% of the total revenue.

It is understood that in order to save its performance, BELLE has long planned its cross-border pformation.

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

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

This campaign declared that China's "women's shoes king" formally crossed the realm of clothing.

In addition, e-commerce is also highly regarded by shoe makers in the same industry.

For example, the purchase of BELLE's e-commerce website has won $200 million from the group. In 2014, it realized a substantial deficit reduction, and for the first time it was close to breakeven.

BELLE said that although BELLE's current electricity business sales accounted for a small proportion, less than 3%~4%, the overall sales of limited help, but it has gradually seen the direction of integration online and offline, will invest more resources in this regard.

Another woman shoe giant Daphne has recently reached a deep strategic cooperation with Tmall, and plans to extend its advantage in All-Star marketing to the electronic business platform.

In addition, the group said: "the group further develops the online O2O strategy to better sell products and promote brands.

Other online activities include expanding online sales platforms such as Tmall (Tmall) and Jingdong Mall (JD).