Why Can Women'S Shoes Grow Steadily?

In recent years, due to the fierce competition in the footwear industry, and by the impact of the electricity supplier is particularly obvious, most of the

Poor performance.

Woman shoe magnate

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The turnover is decreasing and profits are shrinking.

Relatively speaking, the brand of women's shoes has maintained healthy growth.

Last year, the group announced the acquisition of a 256 year old British toy store Hamm Reis (Hamleys), which caused a great sensation in the industry. The diversified brand and product mix strategy made it realize 8% growth and 4.2% gross profit growth in the most difficult 2015.

C.banner thousands of degrees, a fashionable cultural and romantic fashion brand, contains the fashion trend of Milan. It is one of the main brands of the beautiful China Industrial Company.

The chief designer is a famous fashion designer in Italy. Her style of design is fashionable, simple, comfortable and full of vitality. Since its establishment in 1995, she has always been considerate of women's fashion and aesthetic pursuit, and has built an elegant charm hall for women.

Crowd positioning

According to the world clothing shoes and hats net, 25-34 year old users are most concerned about 1000 degrees, which is exactly the same as the brand positioning: it is positioned in elegant taste of life and appropriate fashion pursuit. The target consumer group is the middle-income fashion white collar women aged 25-35.

Users say analysts believe that the fashionable, simple, comfortable, youthful and vigorous design style is pursued by consumers of 25-34 years old, and the price of the product is in the middle and high end, so the attracting consumers also have certain economic ability and have certain requirements for the product quality and style.

Search trend

The sound volume in the past month is relatively low, and there is no big fluctuation. Compared with the BELLE shoes, the sound volume of the BELLE is obviously too low, and the volume of BELLE is 6 times that.

Users say analysts believe that the company also needs to strengthen its publicity, increase consumer awareness of brand and enhance brand awareness.

We also need to strengthen the operation of new media platforms and online platforms, create brand topics and enhance brand recognition.

The official WeChat has the highest volume of voice, mainly because the WeChat public number operates well, with the functions of the new blockbuster and VIP query. Every week, it pushes information about product promotion pictures or brand activities, and the volume of reading and fans' messages are very large. This allows consumers to form a fixed reading habit. Users say analysts believe that WeChat should continue to strengthen WeChat's operation and maintain the loyalty of its fans.

The amount of noise in the entire electronic business platform is not as good as that of a WeChat platform. Users say analysts believe that brand lacks the operation of online sales channels. In today's declining physical footwear industry, many brands are on the Internet. BELLE's Tmall official flag shop has a more than 740 thousand concern, while the official flagship store has only more than 120 thousand concern.

In the electronic business platform, Taobao's voice volume is two times the volume of Tmall mall, mainly because Taobao's personal sellers can buy at low prices, and consumers can buy the latest styles at a lower price.

This also reflects that the brand of Tmall flagship store is not synchronized with the counters, the new type is less, and the price is high, which leads consumers to buy and choose from Taobao.

Users say analysts believe that the flagship store in order to attract more consumers must be new in time, not just as a platform to deal with inventory, which will lead to the loss of brand customers.

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According to the user's public opinion, consumers are very satisfied with the whole thing. In the keyword cloud, the word "100 degrees" has become the most searched word, indicating that the brand recognition is very high.

In addition, a large number of words about discount appear in word clouds, indicating that the original price of brand products is higher. Discount is an important factor to attract consumers. On the other hand, it also shows that there are some pressure on brand inventory, so we have to rely on discount promotions to reduce inventory. But users say analysts think brands are constantly attracting consumers with discounts, which is harmful to brand image.

According to the search results of Baidu map, we have seen that the store counters are located in all large and medium-sized cities throughout the country. This is the result of the 21 years of brand development in China.

Although the brand performance remained small growth in 2015, it still hit the slump of the solid footwear industry. In 2015, it closed 33 self performing retail outlets and 65 third party retail outlets.

Last year, after announcing the acquisition of the 100 year old toy store Hamleys (founded in 1760), China's first Hamleys flagship store opened in Nanjing in October this year, which is located in Sanmen square, Xinjiekou, Nanjing. It has an area of about 6670 square meters, and is the largest self operated shop in Hamleys.

The store provides thousands of high quality traditional and hi tech products for children of different ages, and has two birthday themed rooms and more than 10 entertainment facilities that provide interactive games.

The acquisition of Hamleys is the beginning of the implementation of global brand strategy and business diversification.

Its strategic partner triad Group acquired the House of Fraser of the old British department store in 2014. It hopes to import overseas products from House of Fraser products and Hamleys products and use House of Fraser and Hamleys channels to export overseas products to implement the global brand strategy of the company.

Thousands of degrees are a fashion value brand that interprets elegance, comfort and romance. Caring for women and creating high quality life is a core idea that never changes. But higher product prices limit the audience's popularity, and the lack of thousands of degrees to the operation of e-commerce platform leads to lack of attention.

Users say analysts believe that the company can make use of the existing WeChat platform with better operation as the starting point. Drainage will promote the development of other new media platforms and electronic business platforms, increase brand awareness, plus the newly opened Hamleys flagship store in China, which can become a good brand topic and promote in the new media platform.

More interesting reports, please pay attention to the world clothing shoes and hats net.