The Diversified Pformation Of Women'S Shoes Enterprises Is "Multifarious".

According to the current situation, the difficult period of footwear industry will continue.

The previous Fourth International Summit on footwear industry sustainable development showed that in 2015, China's footwear industry operation index was below 90, which was in the colder index area, and the current loss threshold of footwear industry broke out.

The industry has the view that

Sustained impact, and the footwear market is saturated, product demand is weak, coupled with the increase in physical operating rents and labor costs, which brings greater pressure to the entity business.

In the next 3 years, it will enter the stage of survival of the fittest in the industry. Therefore, seeking new growth points in pition has become an inevitable choice.

It is not only BELLE but also Foshan that is seeking diversification.

Saturday.

Earlier this year, the announcement on Saturday changed the name of the enterprise from "Foshan shoe Limited by Share Ltd" to "Saturday Limited by Share Ltd".

The announcement explained that the reason for changing the company name is mainly for the company's future development strategy considerations, and gradually create a diversified brand operation on Saturday, and "online fashion" under the integration of online and offline resources.

In fact, in order to get rid of the image of "selling shoes" only,

Shopping centers in Beijing, Shanghai, Xi'an and other places have opened a new collection store which is different from the single brand store of women's shoes.

This pluralistic thinking on Saturday has long been traceable.

In December 2014, on Saturday, it invested 9 million yuan in the stock market of 15% billion shares. The reporter learned that billion mobile is a major fashion player for women players and social networking mobile phone manufacturers.

On Saturday, July 2015, it invested nearly 80 million yuan to set up two acquisition funds to undertake equity acquisition and investment in enterprises such as culture, sports, entertainment, innovative consumer services, and fashion emerging industries. We hope that through the fund, we can diversify the layout of her "fashion ecosystem", widen the company's industrial structure, enrich the product chain, and create the channel of her fashion industry in the consumer goods industry.

Another women's shoe manufacturer's diversified road is more "cross-border", taking advantage of the two child policy's full liberalization of Dongfeng to enter the toy market. In October last year, it bought Hamleys, a famous toy store in Britain, and plans to make its love like the Chinese market.

On the one hand, in the case of declining sales of physical stores, footwear brands have been pforming their power providers, including BELLE to invest in the construction of e-commerce sites. Daphne has reached strategic cooperation with Tmall to extend marketing channels to e-commerce platforms.

On the other hand, diversified development has also become a common choice for footwear companies to maintain performance.

Zhu Qinghua, a light industry researcher at CIC, thinks that as most enterprises encounter "ceiling", diversification will become the trend of footwear industry in recent years, which will help to increase the profit point of enterprises, thereby supporting the continued growth of performance.

However, the industry also reminded that footwear enterprises need to pay attention to the fit between new business and main business in diversified development, and synergy effect is needed between businesses. Otherwise, they will only take care of one another.