The Traditional Women'S Shoes Industry Begins To Shuffle The Electricity Supplier.

According to the CPI (consumer price index) released by the National Bureau of statistics, the average cumulative increase in clothing category was 2.7% in 2015, of which shoes rose by 2.8%, much higher than the average increase of 1.4% in CPI.

On the one hand is the rise in the consumption price of shoes and clothing in China. On the other hand, the profits of brands are becoming less and less. What is the problem? Do Chinese women no longer like shopping for high-heeled shoes?

"The shoes in the mall do not do activities. I basically do not look at them. The price is too high. A pair of women's shoes is always two thousand or three thousand. I have enough to go abroad to buy this price."

Zhang Yu loves high heels, but she says frankly that she can't accept the high price of domestic brands.

Consumers do not buy, let the discount become the norm, but the fact is that the discount price is still not cheap in some consumers' minds.

In terms of pricing strategy, enterprises are also working hard.

Take Daphne as an example, its new pricing strategy aims to reduce the emphasis on discount as a way to attract customers.

However, the new price structure has prompted the average sales price of core brands to decline, with a annual decline of about 4.6%.

Shao Ligang, general manager of the nine Consulting Group, told reporters that the overall market consumption of clothing was on the rise. The problem now is that the sales of brands themselves are decreasing and the proportion of market share is decreasing.

"There are many reasons for this. First, the new brand has become more and more contention for the market, leading to a decline in the share of these original brands.

In addition, the nature of brand launch and its location groups do not match, leading consumers to choose other brands.

Another is that they do not match the commodity structure of the terminal and the market demand structure.

He pointed out that it is becoming more and more easy for Chinese people to go shopping at the moment, so it does not exclude the impact of part of their consumption abroad.

In the view of the industry, apart from its own pricing and innovation problems, as an external factor, the electricity supplier has also hit the development of the industry.

"The main reason is that

Continuous impact.

Moreover, the footwear market is saturated, and the demand for products is weak, coupled with the increase in the rents and labor costs of physical operations, which brings greater pressure to the entity business. "

Xiong Xiaokun, a light industry researcher of CIC, is a supporter of the impact theory of electric business. In his view, the extensive development mode of women's shoes simply goes on the scale and combines production capacity with cost reduction.

The industry believes that the electricity supplier to take a low-cost strategy, in the

Relatively superior.

For consumers who like to be "cheap", it is common to go to the store to see the style and choose products on the Internet.

However, Shao Ligang said that compared with clothing, the electricity supplier is right.

The impact is relatively small.

In particular, leather shoes are not easy to buy online, and consumers are more willing to make choices after experiencing physical stores.

Therefore, despite the different opinions on the "electricity supplier impact theory", for the brand, the electricity supplier is a competitor or a channel to help the brand to spread and sell.

Xiong Xiaokun pointed out that in the case of declining sales of physical stores, the footwear brands are now pforming their businesses to make electricity providers. BELLE has invested heavily in the establishment of an e-commerce website, while Daphne has reached strategic cooperation with Tmall to realize the integration of online and offline businesses.

Reporters noted that in the latest performance report, Daphne also said it would increase the exposure rate of the major online shopping platforms, and expand the sales network to the emerging online shopping platform.

However, in Shao Ligang's view, the electricity supplier has only added a p regional shop to some extent, relying solely on the layout of the electricity supplier can not really solve the problem.

"If they (enterprises) do not really enhance their management, this downward trend is simply irresistible.

Even if the market is better, it will not come up. When the market improves, it will not change its operation management, design management, nor will it be able to go up.

New brands are constantly entering, and the increased share will be taken away by all these new brands.

Therefore, in the industry shuffling process, how to refine management is what they should consider.

Shao Ligang finally analyzed.