The Brand Of Women'S Shoes Is Not A Way To Turn Over At A Discount.

Behind the low price promotion is the bottleneck problem encountered by the product line.

As the main consumer of 80 and 90, its consumption habits are no longer purely brand oriented, but advocate individuality.

"In recent years, the discount of women's shoes has become more and more common. It's a bit overdone," a footwear industry insider told reporters. The vicious circle of reducing prices and clearing stocks in the industry has not been improved. The gross profit margin of businesses has been getting lower and lower, and frequent shops have been closed, and sales are getting worse and worse.

For example, the 73 hour high heel of the Internet luxury brand shoes that won tens of millions of yuan A ago was a living example.

This new brand with strong momentum and personality is a strong impact on these listed brands.

At the same time, the sports industry policies are good, the marathon events are rising, and the national health consciousness has sprout up. The sports market has begun to revive after many years of silence. "A lot of girls are more and more like wearing sports shoes and walking shoes, which also divides a large number of customers".

According to BELLE's earnings report, its second quarter sales of sportswear and clothing business increased by 6%.

Which way can we save ourselves? In the face of the cold winter women's shoes, the brand resorted to all means to seek self-help.

BELLE has said that if it does not pform, the enterprise will die, and its pformation includes sorting out the store structure, closing the shops with poor profitability and adjusting the number and location of the stores.

We will continue to increase investment in e-commerce business, support business development through big data analysis, deepen O2O development and continue to move forward in multi brand strategy.

In the context of the second child policy, the toys are planned to rely on the Hamleys toy store bought last year to stop the loss.

Among them, under the banner of "ST&SAT" (Saturday), "SAFIYA" (Sophia), "FONDBERYL" (Febe Lil) and other private brand of high-end leather shoes company on Saturday, put forward to build.

The strategic objective of the ecosphere is to take the road of content realisation, which seems to be a clearer reform plan for women's shoes enterprises at present.

According to its earnings report, the plan can be more effectively integrated through the strategy of brand collection store and the fashionable IP eco ecosystem. It will build the brand collection store into a shopping environment integrating online, offline, sales, integration of experience and interaction, purchase and sharing, content production and dissemination, integration of private brand and cooperative brand.

As to how to implement the IP+ store, the way to play on Saturday is as follows: first of all, grasp the opportunities of M & A and actively promote the strategic layout of the fashionable IP ecosystem.

Through acquisition of two companies that are developing vertically in the Internet fashion media business, 80% of Beijing fashion forward information technology Co., Ltd., and 70% of Beijing Shixin Information Technology Co., Ltd., operate OnlyLady women's and Kimiss girlfriends net to cut into the female fashion information media platform quickly, and get the traffic entrance.

。

Secondly, we should strengthen the hatchability of fashion IP and accelerate the construction of new platform in various ways.

In the first half of, the Shenzhen subsidiary of IP Star Fashion Technology Co., Ltd. was set up to train and strengthen the incubator operation capability of fashion IP. Through the acquisition fund, it focused on the development and operation of fashion enterprises, fashion women's media, and the early quality enterprises in the net red economy. At the same time, through the newly established incubator platform, the upstream and downstream resources of the industry chain could be effectively docked, and the whole process from traffic volume to commercial cash flow was gradually opened up.

Finally, we should vigorously promote brand collection shops, improve the channel structure, and create a fashionable IP collection platform.

Its brand collection shop name is "SATURDAY MODE", and aims to create younger and differentiated store image, so that the congregate shop gradually becomes an important sales channel for the company.

As of June 2016, its shopping centers in the 1 and 2 tier cities in the country have opened 60 brand stores and are expected to expand to 100 by the end of the year.

Its stores use all categories of products, and now there are products such as shoes, bags, clothing, accessories, cosmetics, skin care and so on. At the same time, there will be regular online live and theme activities in the store.

Nowadays, the discussion on the impact of e-commerce on offline shops is no longer meaningful. Women's shoes brands adjust their store structure according to brand and location, analyze the crowd with online data, carry out brand innovation and breakthroughs, but do not know whether they can successfully walk out of this painful period.