What Is The Core Of The Future Development Of The Domestic Women'S Footwear Industry?

According to the world clothing shoes and hats net, in China

In recent years, due to the rapid development of online business, new brands occupying the domestic market and the changing trend of consumption, the industry has been faced with a sharp decline in the performance of its traditional industry giants.

And so on.

Behind the decline of the traditional shoe industry giants, lack of in-depth understanding of consumer experience and user needs and rapid response are the root causes of today's dilemma.

Looking ahead, the women's shoes market will enter a relatively low growth stage, which means that the industry dividend has disappeared and the industry's internal market will be more intense.

In the constantly updated consumer market environment, grasping and complying with the trend of development of the times and paying attention to the needs of consumers is the prerequisite for maintaining rapid growth and becoming the leader of the industry.

And Daphne as a representative enterprise in the rapid development of China's women's footwear industry, the successful road of the two enterprises over the past decade has also represented the path of development of the Chinese women's footwear industry.

BELLE focuses on high-end leather shoes, expanding rapidly through brand and channel, occupying half of the domestic women's shoes market. The rapid development of multi brands has greatly enhanced the negotiation ability of sales channels.

2007, by 2015, BELLE's revenue rose from 117 billion to 400 billion yuan, becoming the most popular "shoe king".

While Daphne grabbed the mass market through cheap leather shoes, through differentiated brand positioning and new street corner shop expansion ideas, it helped enterprises to reach their peak in the past decade.

However, judging from the earnings reports of various footwear companies listed in the first half of 2016 and the first half of 2016, BELLE International announced its first consecutive profit decline in the 2016/17 financial Yearbook for the first time in 10 years, and sold at a low price of 5 billion 700 million dollars in the first half of 2017, while the market value shrank by 3 at the peak.

Daphne's 2016 annual report shows that the group suffered a huge loss of HK $819 million 100 thousand, which is 2.16 times the net loss in the same period last year.

Other shoe industry listed companies are also not optimistic. Is this the overall problem of the industry or the inevitable result of the breakthroughs in capacity building and barriers building in the process of enterprise development?

The trend of consumption upgrading is obvious.

In recent years, consumers' purchasing frequency and purchase price have been increasing steadily.

Among the mass consumers, the low income and young consumers will not buy less footwear because of their limited consumption power, and the proportion of footwear consumption is much higher than that of the middle and high income groups.

The purchase of women's shoes is more like a rigid demand, but not related to income, age and market level.

Consumer buying behavior has changed.

With the upgrading of consumption, the process of urbanization and the full popularity of the Internet, consumers have converted from the original pair of shoes to multi-purpose shoes to match the clothing according to the scene of the event.

At the same time, we will get the trend of women's shoes and the best purchase channel information through e-commerce websites, social media and fashion forums. The abundance and diversity of information and the rich material will lead to higher probability of consumers' random buying behavior. Therefore, we need a wide range of full channel coverage, good page content display / store display and quality product quality to attract more consumers.

The main players' strategic change is not enough:

Facing the problems of the decline of traditional department stores, the homogenization of brands, the lack of iterative product innovation and so on, the enterprises who are in the forefront of daily operations can deeply feel the long-term hidden dangers that these problems will inevitably bring. But in the face of the balance between long-term risks and short-term interests, the lack of enterprise's determination has led to the gradual development of business conditions in the mire.

The overall market continues to grow.

Although women's shoes industry has been slightly slowed down by macroeconomic impact, the overall market for women's shoes is expected to continue to grow.

In 2015, the overall market size reached 179 billion yuan, the expected growth rate of ~5.7% in 2015-2020 years, and the market size of women's shoes in 2020 will exceed 230 billion yuan.

With the improvement of people's living standards, health awareness has increased and demand for sporting goods has increased. The increasing demand for sports equipment has accelerated the growth of sports women's shoes.

With the combination of consumption upgrading and low price fashion wear, the growth rate of non sports women's shoes will slow down, and sales will become the main driver of growth.

Focus on market segmentation

Classification according to material: leather shoe foreground is the best.

In the non sports women's shoes market, the growth prospects of leather shoes are most promising because of their diverse shapes and cost advantages. The growth rate of leather shoes is 12.3% in the 2010-2014 years and 6.4% in the 2015-2020 years.

It is estimated that the size of leather shoes market will exceed 60 billion in 2020.

The future growth of the leather shoes market will be significantly lower than that of the leather shoes market due to the cost of raw materials and cost, and the overall market share will further decline.

Classified by market level: two or three line cities are growing.

From the perspective of hierarchical market, driven by the upgrading of consumption and the sinking of new channels such as shopping centers, the two or three line market is the largest and fastest growing market for women's shoes. At the same time, with the low level market of e-commerce and mass brands, the four tier cities will also enter the rapid growth period of brand women's shoes.

According to the channel structure classification: Street department store is still the main channel, the electricity supplier grows the fastest.

(1) the electricity supplier continues to grow rapidly, and the overall proportion will reach more than 20% in the future.

Due to the economic development of the southeast coast, it has become the main force of online sales under the trend of the Internet. In the future, the central and western regions will have the opportunity to usher in rapid development under the impetus of mobile Internet.

(2) in the next 5 years, the consumption of women's shoes in the first line market will show the trend of electric business, shopping center and department stores.

(3) at the same time, on the whole, street stores will also be extremely important offline channels, accounting for about 30% of the total. The lower the market share, the greater the proportion of commercial streets. The department stores in recent years are in recession. But in the short term, the two or three line market will continue to be the main channel. The thematic and discount pformation of department stores will also slow down the decline of department stores.

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The polarization trend of brand development is highlighted.

The change of consumer demand will lead to dumbbell growth in the market, the trend of consumer polarization is obvious, the growth of high-end brands and middle and low-end brands is fast, while a large number of intermediate brands show a sharp decline.

Over the past few years, driven by the luxury market as a whole, light and extravagant women's shoes with a strong sense of design are growing at a higher rate. With the increasing purchasing power of consumers and the richer and more rational purchase demands, luxury goods will gradually give way to high-end design brands with reasonable prices.

At the same time, due to the increasing awareness of consumer fashion collocation, the brand of women's shoes with a heavy style has developed rapidly in recent years.

Many local brands compete fiercely in the middle and low end, focusing on the fashion and cost performance of products.

The key to becoming an industry leader is to build fine management and supply differentiation capabilities.

When the market becomes a mature market, rapid market response, accurate planning ability and differentiated supply capability according to regional market demand are the core competencies that industry leaders must possess.

In recent years, the function of commodity planning has been successfully introduced into women's shoes enterprises. Some successful companies have successfully achieved the successful docking between business, R & D and commodity operation, and the function of commodity planning has increasingly become the central function of brand operation, and it is also the fundamental solution to the problem of inventory of shoes and clothing enterprises for a long time.

Competition in the future is no longer competition among brands. The competition at the store level will become the focus of optimization. Excellent women's shoes enterprises are trying to optimize their own store classification and classification system. In the future, commodity matching strategy based on regional market demand will become the key to the success of stores.

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