There Are More And More Discount Brands For Women'S Shoes In China.

Faced with the continued decline in performance, domestic women's shoes enterprises have tried to pform.

Judging from the performance of the past two years, there will be more new attempts to expand the channel to the Internet.

At present, many shoe companies begin to seek survival outside the main business.

Frequent shopping of female consumers is not difficult to find that the domestic women's shoes brand discount more and more.

In addition to promotions at 38 women's day, Valentine's day, eleven golden week, Spring Festival and other important nodes, double eleven or even weekends will offer frequent discounts.

A number of women's shoes have been set up

Or enter the outlets of domestic outlets, and focus on seasonal products.

The intensity of discount is also increasing.

There are also some brands of women's shoes.

Become a disguised discount place.

A brand woman shoe franchisee Lee told reporters that Tmall flagship store is mainly used to deal with inventory, the new main is to sell online.

Frequent discount sales led to a decline in gross margin, and many domestic women's shoes enterprises could not escape this fate.

In the 2016 half year financial report, Daphne group said that because of the increase in inventory sales of international products, the gross margin recorded a 29% decline in the period to HK $1 billion 884 million 200 thousand, compared with HK $2 billion 654 million 600 thousand in the same period last year.

Insiders told reporters that a few years ago, domestic brands

The gross profit margin can reach 60%-70%.

But in recent years, in the face of a continuous downturn in the market environment, many shoe companies have shaken their stance on the price, and discount sales are becoming more frequent.

"Although discount sales will bring down gross margins, facing the increasingly fierce competition in inventory and competition, this is also a failure."

On March this year, the company name was changed from "Foshan Saturday shoe Limited by Share Ltd" to "Saturday Limited by Share Ltd" on Saturday. It intends to weaken the main business footwear industry and facilitate the adjustment of the strategic direction of the company.

In the 2016 semi annual report on Saturday, we mentioned that we will gradually build up an innovative fashion ecosystem with the core of "fashion IP", the joint media social platform, the incubation operation platform and the collective sales platform.

Some shoe companies have chosen sideline businesses which are almost completely irrelevant to the main business.

In October last year, it bought the 100 year old toy dealer Hamleys in the UK, hoping to get new business opportunities with the help of the "two child" policy.

Industry insiders believe that in the increasingly severe market environment, the attitude of traditional shoe enterprises to take the initiative to pform is worth affirming.