Do Women In China Do Not Buy Shoes Now?

The slowdown in domestic macroeconomic growth is a cliche problem, which is applicable to any weak consumer company performance.

"The market demand continues to slump, the company's sales and profits have dropped sharply, and the rising cost of rents and labor has reduced the profit margins of the company."

In the light of Zhu Qinghua, a researcher at CIC light industry, there is another reason for the decline in the performance of the above-mentioned brand shoe companies.

CEO Zheng Tao of Guangzhou Tian Tao shoes industry Co., Ltd. began to enter the women's shoes industry 20 years ago. "Just beginning to do wholesale business, BELLE and I are still in a shoe city."

But soon, Zheng Tao found that the advantage of wholesale is that it can quickly expand the popularity and market share of the brand, but there are many disadvantages. The biggest dealer can control the manufacturers by means of channels.

He still wants to do the business of women's shoes, but he intends to do something else.

In 2002, Zheng Tao went to Italy to register a brand of women's shoes called Amy high and turn to retail.

At its height, Amy's stores opened to over 200 stores nationwide.

But in 2012, Zheng Tao found the situation was not very good.

"All costs are soaring.

For a 60 square meter shop, the pfer fee will rise from 500 thousand to 1 million 500 thousand.

Zheng Tao said that the rent of factories and retail rentals at that time were at least three or four times higher than that of the retail outlets. Besides, the number of buckles in shopping malls increased, but the bigger trouble was that the customers who came to the shops did not have as much as they used to.

Zheng Tao spent more than half a year in clearing the line.

He was determined to close all the physical shops under the line, "only about 20000000 yuan will be paid to dealers alone."

At the same time, he also shut down a factory of more than 700 people that he originally owned. "Labor costs are too high to bear."

At the end of the settlement, Zheng Tao paid a total of about 80000000 for this decision.

"Heartache, why not heartache, is the real gold and silver paid out."

In January 2013, Amy's Tmall flagship store was formally launched.

In pricing, the original 1000 yuan shoes now sell 500 yuan online shop, but different from the previous entity shop, online almost no discount.

Zheng Tao said that the profits of the two are almost the same.

Amigo is a complete case from offline shop to online business pformation.

Zheng Tao did not regret his decision.

According to his judgment, in today's weak market, small and medium-sized enterprises are very difficult to make entities in addition to the large scale companies that are strong enough to support them.

Relative to Zheng Tao's small and medium-sized companies, the market is sensitive, "not so good" happens in those listed women's shoes companies often postponed.

Since 2014, several major brands have been shut down.

BELLE International's "crazy shop" strategy, which once opened a new store for two days, began to "stop abruptly" in that year. Compared with the huge volume, there are not many one hundred or two hundred outlets, because the annual increase in the number of shops can offset these cuts.

But by 2015,

The "cold winter" continues to spread and expand.

Last year, Daphne closed 827 retail stores throughout the year.

Another BELLE international has 418 stores in the first three quarters of 2015.

In August 2015, the BELLE shoes of its same name, the BELLE brand, closed the last store in Hongkong and was seen as leaving the market.

Comar Nick, the founder of women's shoes, Lin Shuangde, previously engaged in footwear related industries. In 2010, Ke Mani Ke Mani established the brand of e-commerce shoes.

According to him, its company grew rapidly at an annual rate of over 200%.

In April 2015, kurany was awarded investment in IDG capital such as Baidu and Ctrip, but they did not disclose the specific amount.

"E-commerce channels are growing rapidly, online brand products update faster, more fashionable, cost-effective, and diverted a large number of traditional retailers' passenger flow."

When Lin Shuangde started his own business, he didn't expect to be offline.

Judging from the above, the Internet industry is a sunrise industry, and the women's shoes industry is on the rise.

He became one of the first Tmall merchants.

In order to avoid the large number of low price customers on Taobao, he positioned Comar Nick in the middle and high end.

But don't mistake the online business to do well.

Lin Shuangde said, compared with the traditional retail market, the online market is more differentiated and more competitive.

Under the line

The competition is basically about 1:10, because there are only a dozen competitors in the mall, so as long as we can do well in these dozen hands, we will be able to compete with 1:1000 or 1:10000 even if we go online, because there may be tens of thousands of merchants online.

Lin Shuangde is right.

Since last year, after several years of brutal growth, the whole business environment has changed.

More and more traditional brands are entering the electronic business platform, and the internal competition of category is becoming more and more intense.

Before this, many of the business companies that had made a thrived business disappeared in the year.

In the two years after the pformation, Amy's sales increased significantly, "in 2014, more than 200%, but last year's growth was somewhat lower, but still more than 100%."

Zheng Tao expects this year to be even lower, at around 70%.

The prevailing view is that the Internet has taken away customers from offline retail outlets.

According to the National Bureau of statistics, retail sales of clothing, shoes, hats, needles and textiles in 2015 1~12 were 13484 billion yuan, up 9.8% over the same period last year.

Among them, the online retail sales of these apparel products increased by 21.4% over the same period last year.

Aren't those traditional women's shoes enterprises with experienced and huge retail networks not seeing such a trend? Of course not.

Whether BELLE international or Daphne or other shoe companies started online early or late, online and offline channels began to merge.

BELLE international is the brand of women's shoes that intervened early in the Internet.

In July of 2011, it invested $200 million to set up an excellent purchase network. But before and after 2013, Xu Leihe, senior vice president of the purchase network CMO, resigned from the company. In 2013 July, Zhang Xiaojun was pferred to COO.

Executives have to leave the industry is considered to be excellent purchase network has not reached the BELLE electricity supplier expectations.

Since then, the excellent purchase network has not announced the annual sales of the main station. It only revealed in 2014 that its annual total volume of third party platforms reached 2 billion yuan.

In addition, in Tmall, Jingdong, Dangdang and other platforms, BELLE shops are also found.

Look at Daphne again.

This company develops the electricity supplier at the same time, drastically reforms and optimizes its business mode, will change from the affiliate pattern to the direct battalion mode.

At present, the proportion of Daphne franchises is less than 10%.

The adjustment is quite modest.

You know, in the initial stage of Daphne, its franchise was about 80%.

One of the advantages of the adjustment is that the future electricity supplier's business can be done at the same price.