Don'T Women In China Buy Shoes Now?

Daily discount price reduction has become the normal sales of women's shoes, and this reflects the "collective dilemma" of women's shoes.

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And other well-known women's footwear enterprises announced the latest performance report on Saturday. In addition to the 6.1% increase in the first half of the year, many other shoe companies were plunged into a decline in revenue and profits.

Among them, Daphne lost HK $164 million in the first half of the year, while BELLE international decreased 6-8 stores in the mainland in the 6-8 months of this year, with an average closing of 3 stores a day.

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

Present situation

If girls in Changsha buy Women's shoes, they will buy BELLE international brands in ten to nine. They are self-supporting or agents of Belle, Teenmix, Tata, Staccato, Senda, Basto, Joy&Peace, Millies, SKAP, Bata and many other mainstream brands, which occupy half of the women's shoes market.

In addition to selling women's shoes, BELLE is also an agent of many well-known sports brands including first-line sports brand Nike and Adidas, second-line sports brand PUMA and Converse, as well as clothing brand Moussy and SLY.

As of August 31st this year, BELLE has opened 20600 retail outlets in China.

But such a prominent shoe Empire now faces a hard time of closing three shops a day.

Faced with the same predicament, there are Daphne, Saturday and so on.

Daphne, known as the "public shoe king", lost 164 million Hong Kong dollars in the first half of this year and 466 to 5464 in total in the first half of 2015, after losing 379 million Hong Kong dollars in 2015.

The total profit in the first half of was 28 million 397 thousand and 100 yuan, down 24.66% from the same period last year.

The industry said that the closure of a large number of stores is also the result of internal optimization, "enterprises will choose to close some of the poor performance, or the future can not enhance the space, or the location of the business circle is more duplicate shop."

The tide of brand closes shop has not appeared in large scale in Changsha market.

However, reporters understand that the sale of women's shoes in the shopping mall has also been hit. "We can only promote sales and reduce prices every day to attract customers and reduce inventories."

What changes have taken place in the consumption market of women's shoes?

Factorial analysis

Sports and leisure became popular. High heels were lost to sports shoes.

Mid Autumn Festival holiday, a shopping mall on May 1 square, between a pair of sparkling high-heeled shoes and a pair of leisure sports shoes, the citizens hesitated for a while, or chose the latter.

For shoes, women are still buying and buying.

But after all, the times are different.

Except for some special occasions, such as company dinner, friends wedding banquet, most of the time, Lin Xin has not worn high heels anymore.

"How do you feel comfortable?"

Lin Xin said.

Such people are not in the minority.

Sports and leisure have become popular. Consumers are more willing to choose good quality and comfortable shoes.

These people's change of consumption concept seems to have affected the whole market of footwear consumption.

Contrary to BELLE, Daphne and Saturday, the sales of sporting goods companies such as Adidas, Nike, Anta, 361 degree, PEAK and so on were all red in 2015.

Consumption has escalated, while the competitiveness of domestic women's shoes has been weakening.

"The brand of women's shoes in the mall is a serious homogenization, almost the same as the brand logo," Zhang Fang said after 90s, many women's shoes brands introduced sports white shoes this summer. These shoes are very similar in appearance. If they do not tell you the brand, it is impossible to distinguish their shoes.

"Thousands of shoes side", lack of design and innovation, it is difficult to meet the needs of consumer upgrading.

"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 person in charge of a shopping mall said frankly.

"A pair of autumn leather sheepskin high heels priced at 1299 yuan, and a discount of 699 yuan, more than my psychological price."

Ms. Wang, a monthly citizen of 8000 yuan, admitted that the price of women's shoes in the mall was too high to let her wait until the brand 70 percent off came out again or chose to fight for the Internet.

In fact, the impact of the electricity supplier is also reflected in the fact that the price information is more pparent, and the price is more convenient. Consumers are also smarter in buying shoes.

The cost performance of a physical store can not satisfy consumers.

"There are many reasons for the dismal women's shoes, such as rising costs, the impact of e-commerce, and the changing trend of fashion."

Insiders told reporters that the domestic economic downturn is the main reason leading to the performance and profits of women's shoes enterprises.

But the deeper reason is that the domestic women's shoes' brand "internal strength" is insufficient, the market reaction and innovation consciousness are deficient, unable to meet the domestic market demand under the upgrading of consumption.

Prospect

Some shoe companies are undergoing big pformation, while some of the pure electric shoe brands will be "small and beautiful".

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

Typical examples include BELLE, Daphne and so on, and other enterprises have tried cross-border pformation. The representative is Saturday.

In addition to participating in VR companies, it also plans to set up a fashion technology subsidiary on Saturday, focusing on social media integration services and brand IP and "net red" incubation.

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.

Some analysts believe that those entities who have existed for twenty or thirty years are changing their business models and consolidating their own "sites".

Other brands of pure electric shoes will become "small and beautiful" stores, which will attract young people who pursue individuality.

People are rich, the key is how you drive, how to make people spend money, innovation in the design, quality, marketing, channels and other aspects, in order to keep pace with the pace of market changes.