What Is The Problem Of Shoe Industry?

In Yuan Yuan's (a pseudonym) shopping cart, a pair of STELLA LUNA's red bow.

It has been lying for two months.

Just after her work, she did not shrink from the price of 2580 yuan, but instead turned it into a driving force.

Even in the morning, she would open the Tmall and look at the beautiful shoes. It seemed that she was beaten up and enough to support a busy day's work.

"In a few days, take advantage of it, and buy it!" the garden garden excitedly told her honey, and began to imagine the beauty of the high heeled shoes.

This is the general epitome of new and new women in the first tier cities. They are often new workers who have just entered the society. They love beauty, independence and taste new, and have a certain requirement for the quality of life.

In their eyes, a pair of exquisite high-heeled shoes can bring confidence and satisfaction more than a big meal.

Although there are still a few people who can afford to buy a thousand yuan shoes after 90 years, this lightweight luxury shoe is very effective.

STELLA LUNA was still on fire at Tmall.

Perhaps it is through the upgrading of consumption Dongfeng, light luxury brand to better meet users' demand for quality, individuation, high-end, more and more women are willing to spend money on "I like".

However, both "shoes king"

Being sold cheap, Daphne international two years huge losses, almost all shoe brands are unable to escape the bad luck of the performance decline. How can STELLA LUNA break away from the situation and seize the high ground? At the same time, how to abandon the "high cold" image and borrow the electricity supplier to "please" consumers?

"Look at products like magazines."

According to incomplete statistics, in the face of the Tmall platform with 500 million Ali users, there are nearly 100 light luxury brands intent on contributing to the Chinese market to enter Tmall.

Tmall apparel general manager Ding Ding said, "light luxury business circle has become a weathervane of consumption upgrading".

In June 18th, just after 10 minutes, the total turnover of Tmall clothing exceeded 1 billion yuan, and the breakdown of all kinds of products broke out. Women's clothing broke hundreds of millions of yuan in less than 2 minutes, less than 2 minutes in sports outdoors, and hundreds of millions of dollars in men's wear 6 minutes. Men's shoes broke 6 yuan in 6 minutes.

According to the data provided by STELLA LUNA Eveline, the sales volume of flagship store has exceeded 1 million yuan in the past 618 days, the sales volume of flagship store has exceeded 4 yuan, and the total sales volume is 4 times of the same period last year, while 70% of the Top10 of the clinch product is the new product with a unit price of about 2500 yuan.

"At present, the unit price is about 2000 yuan. In June, the sales of women shoes category increased by 15," Eveline told reporters.

Behind the outbreak of consumption power, there are traces to follow.

How to let the chopper party endorse high priced goods and pay for it? STELLALUNA has been paving the way for a long time.

In Eveline's view, a pair of shoes priced at several thousand yuan can become a big heat. There are two factors: on the one hand, the brand power that has been deposited for a long time, such as the international luxury brand, on the other hand, the products are hard enough, fashionable and comfortable enough.

For brands, it is most important to reach consumers through content operation and enhance brand image through quality exposure.

"The traditional way of selling is to put goods on top, and now we need to tell consumers: Why are these shoes worth so much money?"

Eveline introduced that STELLA LUNA was officially stationed in Tmall in March 2015, and the average daily sales in 2017 exceeded 100 thousand yuan.

In addition to the continuous optimization of product structure, content operation has also become a hidden growth engine.

In terms of private traffic, STELLA LUNA maintains high quality updates in micro channels and fans.

Fans are dominated by exquisite magazines and texts, and the micro panning is more flexible and diverse, including new activities, quality buyers, fashion trends, star wear and so on.

Interestingly, the brand will also issue a monthly issue of buyers, focusing on premium buyers' show and fashion wear, so that consumers can "read commodities like magazines."

According to Eveline, the conversion rate of this UGC is very high.

In addition, when publicizing shop theme activities, STELLALUNA focuses more on the introduction of the series, and combines the popular elements and design trends to convey brand ideas and enhance brand awareness.

In terms of public domain traffic, STELLA LUNA mainly exposing opportunities through buying channels and shopping channels. "We will also cooperate with people and media to promote products," Eveline told reporters. "We found that when people were promoting commodities, they paid more attention to details and design highlights, and described them in consumer language, which could better communicate with consumers and deepen their understanding of brands."

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Planting grass is more important than pulling grass.

The price of 1000 yuan per unit female shoe market is still blue ocean.

As a luxury brand with a customer price of around 1800 yuan, the consumer group of STELLA LUNA is more narrow and accurate. Especially in the electronic business platform, how to filter and filter out the high quality crowd with its tonality is a big problem.

Although the new method, such as red envelopes, coupons and so on, can lead to a high traffic flow, the quality of users is often uneven and often fails to achieve the desired results.

On the 7~12 day of June, as the Tmall 618 ideal carnival was about to open, the STELLA LUNA flagship store reached 8 times the daily traffic volume, and 80% of the volume was new.

This makes Eveline more firm: it doesn't matter if you can't afford it. First, grow grass.

"Consumers are growing, although the quality of users of red packets and coupons is not high, but they are also the stage of planting grass.

STELLA LUNA wants to be the first pair of high-heeled shoes for every girl. "

Eveline told reporters that Tmall's consumers are younger than the offline age group, with 28~40 years of age, with the highest proportion of women aged 30~35.

They are often located in first tier cities and mainstream second tier cities. They have higher requirements for quality of life and are more sensitive to fashion trends.

STELLALUNA defines itself as the beneficiary of consumer upgrading.

However, when the luxury brand tonal and the high-end user demand are matched, the market also puts forward higher requirements for product development, after-sales service and customer maintenance.

To be sure, the demand of consumers is not only the function of basic dress, but also the pursuit of emotional pleasure.

Despite nearly 200 offline stores, STELLA LUNA is still "starting from scratch" online.

The pport and packaging links have been upgraded several times, and the small benefits such as Shun Feng delivery, SMS tracking notices, or half yards pads have become "standard". Just the packaging has been adjusted several times: to prevent wear and tear, every pair of shoes has been added extra thin film to ensure that it is not easy to move.

"Tmall is not a sales platform for the brand, but also has the function of consumer education and brand education.

Our fans who are attracted by various channels may also buy online, which is also an endorsement for brands.

Sales are short term, so that consumers understand the brand in depth and form cognition is the key to the long-term development of the brand.

Eveline says.

After the "shoe king" has been sold off, what is the problem of shoe industry?

As the leading brand of women's shoes in the past, BELLE has been the top seller of Chinese women's shoes for 12 years in a row.

According to the world clothing and shoe net, in May 15th of this year, "shoe king" BELLE released its last annual report in the open market before its formal privatization.

The net profit of shareholders belonging to the company was 2 billion 403 million yuan, down 18.1% from the same period last year.

The profit fell by 38.4% in the 2015~2016 fiscal year.

10th anniversary listed companies, both China's economic environment and consumption habits, have undergone tremendous changes. Footwear industry, especially some shoe brands, have suffered from Waterloo in recent years.

BELLE international has undergone structural changes in its overall business. Sports and clothing have seized the lead in shoes and maintained double-digit growth.

In fact, women's shoes enterprises with declining performance are not BELLE's.

Daphne, Saturday and other women's shoes group did not perform well in 2016.

Saturday's acquisition of fashion media alternative pformation, but it is also difficult to reverse the downward trend of performance.

Daphne same store sales fell 11.7% year-on-year, net loss expanded by more than 50%, a huge loss for two consecutive years.

In 2016, Daphne closed nearly a thousand stores in one breath.

Daphne said that the bigger challenges lie in the fierce competition on the online sales channels, rising operating costs and structural changes in consumer behavior.

2017 did not bring good news to shoe brands.

JimmyChoo and Ugg have announced that they are seeking to sell, and the Tod 's, known as the "bean shoes", has also failed. These 3 brands have been consumers' hot shoe brands and have experienced the peak of their competitors.

Now, however, there has been a decline in performance. The pformation strategy is imminent.

The traditional footwear industry's overall innovation ability is not enough, and the product homogenization is serious. In order to find new growth points, women's shoes enterprises are also trying to "save themselves" in a diversified way, but little effect has been achieved.

There are more luxury shoe brands facing embarrassment for sale, which makes the industry think, shoe business is difficult to do, and where is the problem?

From the sales situation of Tmall platform, the fact is not that bad.

With the continuous entry of international brands, consumers will choose more and more. Big data will select the best brands for the "chopped hands".

"The brand is aging, the market is growing, if there is no innovation, it will be eliminated."

Eveline said that the biggest challenge for STELLA LUNA is to ensure that the market position is strong.

This means that brands need to be constantly innovating according to the market to meet the dual needs of consumers in material and spiritual aspects.

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