Domestic Demand Market Electricity Supplier Channel Is Not "Life-Saving Straw"

As an indispensable part of people's daily life,

Bags,

And so on.

"In 2015, the main industry of leather industry will continue the trend of 2014, and sales revenue, profits and exports will continue to maintain a single digit growth, and there will be no sharp decline on the basis of last year."

Wang Shicheng, vice chairman and Secretary General of the China Light Industry Federation, recently attended the industry forum for the Beijing forum of China leather industry brand conference, which has taken a "reassurance" for Chinese leather enterprises in the adjustment period of the industry.

However, as an indispensable part of people's daily life, shoes, bags, leather clothing and so on have encountered changes in the channel and consumers in the Internet era and personalized era.

How to make consumers "willing to consume" and "able to consume" in the rapidly changing Internet era and personalized era? This is still a new problem that the entire leather industry needs to overcome.

Important adjustment period of pformation and upgrading

Although the overall development of leather industry in China is relatively stable at present, Wang Shicheng pointed out that the cost of various elements continues to rise, and consumer demand changes rapidly at home and abroad. The leather industry is in an important period of adjustment and pformation.

The statistics of China Leather Association show that the growth rate of leather industry in 2014 has come down in an all-round way, and the profit level has declined. The main economic indicators have been reduced to single figures, and the export growth has dropped for the three consecutive year.

According to the industry data released by Su Chaoying, chairman of China Leather Association, the main economic indicators of China's leather industry continued to grow this year. From January to April, the sales income of leather and fur products was 390 billion yuan, with a total profit of 23 billion yuan, up 6% and 1.6% respectively from the same period last year, and exports reached 25 billion 150 million US dollars, an increase of 23% over the same period last year.

Among them, the real leather mark enterprise's contribution is particularly prominent.

Leather mark is an important measure for China's leather industry to implement brand strategy.

In the past 21 years, the leather logo has become a successful model and platform for China's leather industry to implement quality self-discipline and brand casting.

"2015 China's leather industry top brand development report" shows that in recent years, China's leather label leather shoes, leather goods and bags, children's shoes top brand enterprises are running smoothly under a more severe situation, basically effectively overcome the multiple pressures of macroeconomic slowdown, domestic consumption downturn, difficulty in export, and rising factor costs.

According to the report data, except for leather shoes profits and leather clothing production, sales revenue and some other economic indicators fell slightly compared with the same period last year, all indicators in other industries have maintained steady growth.

It is worth mentioning that in the three consecutive years of growth in the export market, China leather enterprises are facing great opportunities.

Sergery Prytkov, director of the Russian National Footwear Association, pointed out that in the first quarter of 2015, sales of clothing and footwear in the Russian market were sluggish and 42% in 2014.

Sales of medium priced products fell the most, reaching 60%.

Europe has lost its strength in Russia, which is a good time for Chinese products to replace European brands in the Russian market.

Sergery Prytkov said that Chinese exporters should take this opportunity to further establish a good image of "made in China" and enter the middle and high-end market.

Leather market meets channel and consumer change

However, in the domestic consumer demand market, leather enterprises are faced with the pformation of channels and the two major problems that consumers change.

"Earlier, wearing a pair of Daphne represents the forefront of fashion, but after the development of the Internet, all of the original profit models have changed dramatically."

Lin Zhengzhong, deputy general manager of Daphne investment (Group) Co., Ltd., said, "ten years ago, we could see that consumers climbing on a pair of Daphne heels would not see them now. In Chengdu pedestrian street, nowadays ten consumers may have only one wearing high heels, and the rest are wearing fashionable shoes and sports shoes."

Lin Zhengzhong said that the demand of consumers is becoming more and more individualized, and at the same time, the pursuit of quality is becoming more and more popular.

Daphne's experience is not a case.

The 2014 retail market data jointly released by the China Leather Association and the China Federation of Commerce show that in 2014, the market consumption characteristics of China's leather industry have shown three typical changes: first, the trend of demand niche is obvious, and the level of brand concentration continues to decline; two, the leading brand market share has declined significantly, and the brand fault phenomenon is obvious; three, the light luxury brand with both quality and price advantage has increased rapidly.

In recent years, the market share of traditional leading brands has declined significantly.

In this regard, the China National Business Information Center pointed out that, on the one hand, the rapid development of e-commerce and international fast fashion brands had a comprehensive impact on the traditional mass brands, and the advantages of prices, channels, commodities and other aspects were gradually losing. On the other hand, 80 and 90 became the main body of the market after the 1990s, which was different from the previous generation's unique, personalized demand and consumption concept, making the traditional mass brands no longer favored. The traditional mass brands did not take timely measures to deal with the changes in consumption structure, resulting in the emergence of brand faults, loss of market share, and even a wave of shop closes.

The China National Business Information Center also analyzed and predicted that consumers will pay more attention to the quality of products in the future, such as material, fashion and personalization. Consumers will pay more attention to personalization and customization. The development of online and offline channel integration will go deep into the new stage of fine channel and professional development. Functional products with high technology content will grow rapidly.

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Domestic demand market electricity supplier channel is not "life-saving straw"

"In the past 25 years, Daphne's brand marketing has conveys brand sentiment through celebrity endorsements, fashion products and store images, and has been interacting with consumers."

Lin Zhengzhong said that in the future, Daphne's marketing strategy will also communicate with consumers through celebrity endorsements, but the channels of expression may change.

"Our shoes may not be sold in traditional retail stores, but we need to pass the brand spirit through the Internet, and possibly even the popular mail order channels in Europe and the United States."

Jayne Esteve Cure, President of the French fashion research center, pointed out that the fast-growing emerging markets have completely changed the fashion consumers. The fashion brands need to seriously reflect on their business models. Facing the brand new, complex and challenging consumer groups brought about by the rapidly changing international environment, fashion brands must adjust their strategic responses in an all-round way.

Jayne Esteve Cure said that now is the consumption era of sports shoes and children's shoes.

Consumers like, enterprises can not be contrary to the market, enterprises should be centered on consumers rather than products.

However, the electricity supplier channel for shoe enterprises also encountered "applauding no applause" "hard to make money".

Specializing in children's shoes, from zero to nearly 2 billion yuan of sales (China) Co., Ltd., chairman Zhang Limin introduced, ABCKIDS brand currently has more than 2000 entities in the country stores, and as the children's shoes ranked Tmall's first business name enterprises, started last year in Tmall sales more than 100 million, "double eleven" sales also amounted to about 30 million yuan, but the enterprise is just making a cry, not how to make money.

Wang Shicheng pointed out that electronic commerce has become an important consumption mode at present.

However, the attendant problems are becoming more and more concerned by consumers. Especially in the aspect of product quality assurance, how to eliminate the doubts about online shopping is a key issue to be considered.

Wang Wei, executive vice president of the Hongkong Brand General Chamber of Commerce, pointed out that the problem of China's leather industry is that it is not difficult to make ten thousand pairs of shoes, but selling ten pairs and eight pairs of them requires a lot of time and energy on both online and offline.

Wang Wei believes that the evolution of China's retail market is not a simple evolution. It is a completely revolutionary era. It starts from a simple retail shop and a simple chain and jumps to the "Internet +" era.

Wang Wei believes that the huge difference between the retail price of Chinese footwear and the retail price of the United States is the reason why companies can not earn money.

"The average retail price of shoes in an American company is $14.

On the Internet channel in China, men's shoes are RMB 170 yuan, and women's shoes are RMB 160 yuan. This is also the retail price after discounts. On line, the average retail price in BELLE stores is about 340 yuan.