Shoe Market: Review 2015, Look Forward To 2016!

XTEP, 31st, PEAK and other sports brands have held the second quarter 2016 order meeting, benefiting from the increasingly popular sports and professional sporting goods.

Increasingly, from the data of order meeting, the overall order growth of shoe enterprises is more obvious.

Among them, the order amount of footwear is faster than that of clothing orders, reflecting the professionalism of sports brand on footwear products and gaining market recognition. In the clothing sector, the competition is more intense because of the number of enterprises involved.

The apparel and footwear industry in the United States has remained stable.

According to a new forecast, the outlook for garments and footwear industry in the United States has remained stable, but the operating income of the garment industry in Ming (2016) will slow down.

Moodie's commentary predicts that the growth rate of the money business revenue of the garment industry will slow down to 3-5% in 2015 from the high single digit fixed currency range in 2016. It is predicted that the strong dollar will lead to the loss of profits, which will benefit the implementation of the foreign exchange rate hedging measures for the 2015 fiscal year.

Nevertheless, credit rating agencies believe that the garment and footwear industry will still have the opportunity to grow from overseas beneficiaries, especially considering the growth of the middle class in emerging markets.

In addition, the business directly facing consumers needs to enhance brand positioning.

"Retail sales in 2015 will be in the range of 3% to 4% that we forecast. This reflects the low price of gasoline in the first half of 2014 compared with that in 2014. In the first quarter of this year, extreme weather has left most consumers at home.

We expect retail sales growth to increase to 4% to 5% in 2016.

Referring to the overall retail market in the US, Mickey Chadha Moodie, vice president and chief retail analyst, said: we anticipate that business efficiency will lead to higher operating income growth under the leverage of fixed cost in the US retail industry.

In addition, large-scale mergers and acquisitions, such as Home Depot 's acquisition of Interline and Albertson' s acquisition of Safeway companies, have produced remarkable results.

The announcement of the 31st degree showed that the total value of orders increased by 15% in the recent summer order meeting held by the company in 2016.

Among them, footwear orders increased significantly, orders and prices rose by 9% and 14% respectively, mainly due to retailers' impressive improvement in the quality and design of running shoes and comprehensive training shoes.

The notice pointed out that the order value of clothing sales recorded a slight increase, and the profit from the order volume was almost offset by the average price, reflecting the fierce competition in the field of clothing industry.

The growth of orders in 2016 is also the seventh consecutive increase since the last quarter of 2014. The first order conference in 2016 also increased by 15% over the same period last year.

XTEP's orders for the second quarter of 2016 will continue to improve with respect to the design and technology of footwear and clothing products compared with the first quarter of 2016.

The proportion of XTEP's functional products has gradually increased, accounting for about 40% of the total, and it is expected to reach 50% or more in the future.

From the price point of view, the average selling price of casual shoes is 200 yuan to 250 yuan, while the price of functional shoes is more than 300 yuan.

In the announcements of 31st, XTEP and PEAK, they all mentioned the promotion of the running market to product sales, and running accounted for an important share in the growth of footwear orders.

Running is one of the sports that are not restricted by time and space. It needs to be invested in this sport, that is, equipment.

Therefore, in order to be able to occupy a place in the running equipment market, many enterprises have tried their best to cut the market through different angles.

In this year's sports fair, Anta has launched a running strategy, not only from the field of shoes and clothing into the running market, will also aim at all running related ecological chain.

Zhang Tao, vice president of Anta, said in an interview that Anta will surpass the product limitations of a series of running markets such as shoes and clothing, and enter into running platforms and running smart wear.

According to reports, the American Chamber of Commerce in Shanghai combined with the Alan consulting company recently released a report entitled "2007 - 2008 competitiveness of China's manufacturing industry".

After investigating the 66 manufacturing enterprises (mostly foreign enterprises), the report found that nearly 20% of the enterprises plan to move their factories to other countries.

According to the ranking, these countries are India, Vietnam, Thailand, Malaysia and Brazil. The reason for leaving China is the rising cost and the appreciation of the renminbi.

"Of course, 83% of the enterprises, that is, the vast majority of enterprises do not have any plans to leave China," said Alan, vice president of Greater China, booth consulting. "These enterprises are still optimistic about China, but what is worrying is that 17% of the companies have already made specific plans to move factories to other neighboring countries."

Of course, 83% of the enterprises, that is, the vast majority of enterprises do not have any plans to leave China, "said Alan, vice president of Greater China in the consulting booth," these enterprises are still optimistic about China, but what is worrying is that 17% of the companies have already made specific plans to move factories to other neighboring countries. "

The reason is that from the national policy to the cost of raw materials to labor costs, shoe manufacturers in China feel that China's manufacturing may no longer be "cheap and cheap" and that it is inevitable to move to cheaper places.

At this stage, China's footwear industry is at a critical stage of development and pformation.

At the end of November last year, the world footwear industry development forum held in Dongguan last year, Liang Yaowen, director of the Guangdong provincial foreign trade and Economic Cooperation Department, gave a clear answer: not only the shoe industry, but for the many processing enterprises in the Pearl River Delta, there is only one way out for the future. That is, "only technology research and development is the way out for enterprises. No technology is always controlled by others. We must take market demand as the guide, speed up the strategic pformation with technological innovation as the driving force, and strive to improve the technological content and added value of shoes products, pform the technological advantages, and accelerate the pformation of our country from a big shoemaking power to a shoemaking power."

Recently, senior professional manager, senior researcher of China Brand Research Institute and Ma Chao, an expert in brand China industry alliance, told reporters that "the relocation of shoe companies in China is good and bad for our footwear industry.

This is because it can force some enterprises to take the road of self-improvement and complete the integration and reshuffle of the OEM industry. The bad thing is that inevitably some small and medium-sized enterprises will be washed away.

One baptism always divides the good and bad, and the rest is boutique.

Ma Chao believes that China's manufacturing advantage is still there, and the processing level has long been beyond the limits of Southeast Asian countries.

"To solve the predicament, the first is to introduce policies to adjust the economy. In addition, the domestic OEM plant should continue to expand its scale and make use of scale advantages to improve our competitiveness."

He said that in order to improve the scale of production of local enterprises, in addition to raw materials processing, we should start designing and go up a high level of processing route.

Continue to expand their strengths and integrate resources.

Increase business volume and expand processing scope.

Gradually achieve full production, and control the raw materials channels.

"Control on-line, even on-line, from production to supply."

Ma Chao stressed: "although the brand growth has slowed down, the cost has been greatly saved, and the capital chain has been buffered so that it can continue to develop. At least, it can control the raw material channel on the line, increase the product line and improve the design level."