Trend Analysis Of Smart Footwear Industry In 2015

With the further development of smart wearable technology, wearable devices have been developed from glasses, watches, and decorative simple smart wear to more difficult necessities such as shoes and clothes.

Since 2012, when Adidas and Nike brought the concept of smart shoes into the domestic market, smart shoes have gradually become the new direction for domestic enterprises to pursue.

The smart shoe market is also slowly taking shape. Especially after entering 2015, smart shoes have been developing rapidly, and the number of intelligent manufacturers and smart shoe shipments have increased considerably.

In the footwear industry and intelligent wearable field, intelligent shoes have become a force that can not be ignored.

The status quo of China's footwear industry

In 2015, China's manufacturing industry was affected by the economic downturn, and the whole industry was in a state of recession. The footwear industry was no exception. The fourth global footwear industry sustainable development international summit data showed that in 2015, China's footwear industry operation index was below 90, which was in the colder index range.

From a nationwide perspective, the footwear industry in China began to concentrate on orders in 2015. Small and medium-sized manufacturers are failing because of lack of competitiveness, and large manufacturers are saturated with orders.

1. order centralization

Since the outbreak of the financial crisis in 2008, the order of traditional industries has gradually fragmented, and the long single has become short list, big single split into small bills. In a long period of time, the domestic shoe industry is in this state.

Until 2015, with the continuous accumulation of technological advantages of big shoe companies and the revival of the sports shoes market, orders in the footwear industry began to concentrate.

2. small and medium-sized manufacturers closed down

Since 2015, the situation of small and medium-sized shoe enterprises has become more difficult. Besides the pressure of capital cost caused by the rising labor costs, the policy of domestic environmental regulation has been tightening constantly, and the pressure on environmental protection is also increasing.

According to statistics from the PRD, more than 90% of the enterprises in the Pearl River Delta collapsed in 2015.

Those small family workshop factories were mostly shut down in 2015.

3. manufacturers order super saturation

In the shoe industry above Designated Size, the order saturation situation is very common in 2015. Baoji industry, Fengtai enterprise and F- Yu Qi three footwear foundry giants last year's revenue reached a record high, and regional leading enterprises such as double Chi in 2015, the number of orders increased significantly compared with 2014.

Comparatively speaking, although the number of small and medium-sized enterprises is large, enterprises with "above scale" still undertake most of the capacity of shoemaking industry.

These enterprises will not be as fragile as small businesses in the face of difficulties.

With the improvement of shoemaking technology and the promotion of machine automation, the advantages of big shoe manufacturers are expanding, and orders are gradually returning to big shoe enterprises.

Two, shoemaking base and representative development situation

China's footwear industry can be broadly divided into four clusters: one is the shoe production base represented by Putian, Quanzhou and other places in Fujian, which mainly produces sports shoes; the two is the Guangdong shoe industry base, represented by Guangzhou, Dongguan and Huidong, which mainly produces high and medium class shoes; three is the Zhejiang shoe industry base represented by Wenzhou, Taizhou and other places, mainly in the production of medium and low grade shoes; four is the western footwear industry base represented by Chengdu and Zhejiang, mainly producing women's shoes.

Putian, Quanzhou and other places shoe enterprises in 2015 generally good development.

As the world's footwear brand's foundry production base, in 2015, more than 40 shoe companies in Putian paid more than 10 million of their taxes, an increase of 10 over last year, and the tax amount increased by more than 300 million over 2014.

In today's economic downturn environment, the manufacturing industry is generally depressed, the performance of Putian shoe enterprises brighten everyone's eyes.

Among them, the chairman of the Putian Footwear Association, Mr. Chen Wenbiao, has increased its tax amount for three years in a row, becoming the highest tax paying enterprise in Putian's local shoe enterprises. The total amount of tax paid by its enterprises is more than one hundred million.

The shoe companies in Quanzhou also performed well, while Anta listed companies such as Anta, 361 degrees, Hongxing Erke and so on, had higher gains compared to 2014.

Among them, Anta's performance exceeded expectations and reached the highest level in history.

In Anta's first half year performance report of 2015, Anta's revenue grew 24% to 5 billion 110 million yuan, gross profit margin increased 46.6% to 2 billion 380 million yuan, and operating profit increased 28.5% to 1 billion 260 million yuan over the same period last year.

At the same time, Anta also released the first quarter 2016 order meeting data to achieve the nine consecutive quarter of the increase in the order amount.

Correspondingly, shoe manufacturers in Guangzhou, Dongguan and other places in 2015 were generally not well off, and there was a continuous failure of shoe enterprises.

In the fifth Dongguan business survival report jointly launched by Nandu newspaper, Dr. shoes and Guangdong Guangdong network, more than 6 of the 150 enterprises surveyed said that the number of orders in 2014 dropped, while that of nearly 27% enterprises dropped by more than 3.

In this round of drastic adjustment, 32% of enterprises lose their business and are hard to maintain.

9 of Dongguan's shoe enterprises worry that there will be more shutting down, and the whole industry is pessimistic.

Generally speaking, traditional

Has been saturated, shoe manufacturers are currently exploring new growth points, "pformation and upgrading" has become the key word in the development of the industry.

With the deepening of the concept of "intelligent manufacturing", smart shoes are expected to become the next breakthrough in the footwear industry.

Three, China's development of intelligent shoes

Smart shoes were first introduced by Nike and Adidas in 2012. They were mainly used in sports shoes, but the market reaction was not good.

In 2013, the concept of smart wear began to become a tuyere, and intelligent shoes were once again entering the field of vision.

Domestic shoe enterprises are also starting to follow up. The double shoe enterprise set up the intelligent shoe hatching platform to start developing intelligent shoes. Lining and millet announced that they would jointly launch intelligent running shoes.

Several well-known shoe companies are beginning to devote their energies to the field of smart shoes.

In 2014,

The manufacturer has become the leader in the field of smart shoes. These Internet manufacturers have made smart shoes for the first time in the domestic market with smart children's shoes as the starting point.

In 2015, the market of smart shoes was flourishing, and traditional shoe companies and Internet companies were making efforts. Dozens of smart shoe brands appeared on the market.

Among them, the traditional shoe enterprises, such as the double car companies, have launched a series of smart shoes with the entrepreneurial team through the intelligent shoe incubation platform.

And Lining, 361 degrees and other shoe companies are cooperating with the Internet giants such as millet and Baidu to jointly promote the promotion of smart shoes.

In 2014, the eye-catching Internet companies began to feel weak due to lack of control over the supply chain of the footwear industry.

In general, smart shoes are still in the initial stage of development. Whether Internet companies or shoe companies are testing smart shoes in small areas, we can see that smart shoes have become an industry and are expanding.

The footwear industry's active participation in the cross domain interaction of the Internet has become a good start. The footwear industry generally holds an optimistic attitude towards the application of smart wearable technology on shoes, and believes that this will become one of the key points in the pformation and upgrading of the manufacturing industry.

Four. Analysis of smart shoe products

At present, the smart shoes on the market can be mainly divided into two categories: step shoes and positioning shoes.

The main selling objects of step shoes are sports enthusiasts.

In 2015, step shoes were the most popular smart shoes in the market.

According to the open data statistics of Taobao, Tmall, Jingdong, Taobao chips and Jingdong public funding, the sales of step shoes in 2015 exceeded 50 million.

Another product category is positioning shoes, which are mainly targeted at children.

Children's intelligent positioning shoes can monitor the location of children, prevent children from missing and protect children's safety.

In the past two years, Baidu, Tencent, Lining, 361 degree, Daphne and other giants have been involved in the field of children's smart shoes. The industry is generally optimistic about the future of children's smart shoes.

Besides, there are products for the elderly and pregnant women in the market, but there is no separation from the step shoes and positioning shoes. The products for the elderly mainly use positioning function products. The shoes designed for pregnant women consider the sports and healthy scenes, mainly using step shoes with health management functions.

Compared with last year, the number of smart shoe manufacturers increased this year. Data show that from 2014 to 2015, more than 10 smart shoe brands appeared in the market.

Among them, the number of traditional shoe enterprises has increased the most, and the number has exceeded Internet Co.

At present, the mainstream market of smart shoes

There are 5, as shown in the table.

The sales channels of smart shoes are mainly official website, official flagship store, authorized agent, and public financing channel. Among them, sales of two channels of official flagship stores and public chips account for more than 80% of all channels.

The traditional shoe companies like Lining and Shuang Chi also own their own offline stores, which can sell smart shoe products, but also bring a certain amount of sales.

Five, the analysis of smart shoe industry chain

There are more links in the industry chain of smart shoes. From the perspective of industrial division of labor, there are basically four parts: chip and parts manufacturers, mobile developers, shoes and industrial design.

2. chips and parts manufacturers

The first is chips and parts manufacturers, including chips, sensors, batteries, sensors, wireless modules and so on.

The second is chip, according to the different categories, chip and other parts manufacturers are also different, mainstream suppliers have Intel, Qualcomm, MTK and other brands.

With the gradual maturity of the industrial chain, the integrated platform solutions based on wearable chips are also emerging.

At present, the chips of Qualcomm and MTK are quite common.

The third is sensors.

Sensor is a window for smart shoe equipment to perceive the external environment, and also an important hardware of product differentiation. The sensitivity of sensors often determines the accuracy of products.

There are mainly 3 types of sensors for smart shoes, including interactive perception, physiological parameter detection and environmental awareness.

Because of the advantages of miniaturization, low cost and high precision, MEMS sensors are widely used in current smart shoes.

The fourth is batteries, and the batteries of smart shoes are divided into two categories.

One is button battery, which is inexpensive and easy to use. It is commonly used in Bluetooth and low power sensor components.

The other is rechargeable lithium batteries, which can be recharged repeatedly, with high cost and regular charging. They are commonly used in GPS shoes with high power consumption.

2. shoes

As the core part of smart shoes, shoes are also the carrier of intelligent components.

But from the shoe itself, its brand, quality, price performance, appearance and other factors that affect consumer purchase have not changed. Intelligent function is an additional factor rather than a decisive factor.

3. mobile developers

The visualization of smart shoe function is inseparable from mobile applications. Mobile developers are an important part of the development of smart shoe products.

4. industrial design

Smart shoes need to be placed inside smart components, which involves industrial design.

How to keep the built-in smart components in the best working condition without affecting the beauty and comfort of the shoes? The Red Star Award of Chinese industrial design may give the answer. In December 2015, the red star award awarded the first pair of award-winning intelligent shoes so far.

Six, the future development trend of smart footwear industry

The market size of smart shoes increased rapidly in 2015, and the domestic environment in 2016 still benefits the development of smart shoes.

At the policy level, the relevant Internet documents issued by the state, China made 2025, and other related documents all support the pformation of traditional shoe enterprises toward intelligent manufacturing.

At the capital level, investors are generally optimistic about the field of smart shoes, and many smart shoe makers are getting financing this year.

At the media level, smart wearable products are one of the biggest hotspots of media chase in 2015.

Therefore, it is estimated that the size of smart shoes will expand further in 2016.

The intellectualization of shoes and clothing is not achieved by core hardware technology. There are still many key points for success or failure in production and sales, and cooperation with traditional shoe enterprises can effectively control risks.

Traditional shoe companies can introduce teams familiar with the Internet operation mode, integrate the advantages of traditional shoe companies in the supply chain and offline channels with the Internet mode, and achieve double results in the development, production and sale of intelligent shoes.

Besides stepping and positioning functions, intelligent shoes also have certain game functions.

According to the concept product of smart shoes, which was launched by two smart shoes hatching platform at the Expo, Chinajoy and so on, smart shoes have been able to play the role of game control devices to some extent.

In addition, intelligent shoes can also be connected with the currently popular VR glasses, and travel around the world in the virtual reality world, and feel the convenience of VR tourism in advance.

With the improvement of computer technology and sensor technology, interconnection of all things is not only a slogan.

And smart shoes will become an important entry of the Internet of things.

It is for this reason that intelligent manufacturers such as Xiaomi, who have made certain achievements in the field of smart bracelet, or internet giants like BAT, have not forgotten to get a share in the field of smart shoes, trying to seize the new entry of the Internet of things in this field.

Overall, in 2015.

Still in the exploratory stage, the industrial environment and consumer habits are gradually taking shape, and the industrial chain is gradually maturing, and intelligent shoes will develop in a more perfect direction.

In this stage, mining user needs, trying product form, building software ecosystem and improving user experience are the main tasks.