Women'S Shoes Are Hard To Break Down. How Can They Achieve Counterattack?

The issue of "homogenization" of traditional women's shoes is a serious criticism.

People walk from this shop to another shop, and find that the shoes are of the same type, and the brand logo is almost the same.

"The competitiveness of domestic women's shoes is weakening, and it is difficult to compete with foreign brands in terms of quality and design, and the price advantage is not obvious."

The influx of foreign brands of women shoes has made a great impact on the brand of domestic women's shoes.

The competition of traditional brands is basically around 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 even 1:10000 when we go online. There are tens of thousands of businesses on line.

As China's traditional local women's shoe enterprises' earnings in 2015 have been released in the near future, the performance of a few of these listed women's shoe companies is almost falling.

BELLE international also closed 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.

[Daphne's development of electricity providers at the same time drastic reform and optimization of its business model, from joining mode to direct 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%.

[during the season, due to the size and color of shoes, the first single shop needs to reach the 70%~80% of the season.

To ensure production meets the demand for production, production needs to start 6 months in advance.

During this period, the brand owners also need to convene the regional centralized companies to set up the order meeting, and then advance the 3~5 months for sample research and development.

After ordering, the order and trial production will be rearranged, so that a process will take about 9~12 months.

"Men who work in Wall Street even pay 100 thousand dollars a year, but they often wear only two pairs of shoes a year.

One pair is business leather shoes at work hours, and the other is gym shoes.

So two years ago, when he created "hot social women's shoes", Kong Jing Fu chose the shoe industry as a matter of course. "Women love to buy shoes."

However, as China's traditional local women's shoe enterprises' earnings in 2015 have been released in the near future, the performance of a few of these listed women's shoe companies is almost falling.

Is it strange that women in China do not buy shoes now?

Daphne's 2015 turnover of HK $8 billion 379 million was 19.1%, a year-on-year decrease.

The profit attributable to the company's owners is HK $379 million, a sharp decline of over 300% over the previous year.

This is Daphne's first loss in nearly ten years.

On Saturday, the footwear industry and BELLE international had no specific annual reports, but according to the results of the two companies' performance, the former's operating income was 1 billion 642 million yuan, down 6.60% compared to the same period last year. Net profit was 22 million 530 thousand yuan, down 37.32% compared with the same period last year, and the latter was also not optimistic. BELLE warned that the footwear industry continued to shrink because of the latter.

Performance continued to be weak and cost increases. The profit attributable to equity holders will be reduced by about 35% to 45% over the year February 29, 2016.

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 it.

Business, but intends to switch to a "play".

In 2002, Zheng Tao went to Italy to register a woman's shoes brand called Amy high.

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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 in 2015, the "cold winter" in the footwear industry continued 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.