Digging Deep Into The Inside Of Women'S Shoes Industry

According to the world clothing shoes and hats net, China

The industry has been successful after years of rapid development.

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And other well-known enterprises.

In recent years, due to the serious homogenization of products and the impact of electric businesses on the physical shops, the performance of many shoe companies has declined to varying degrees, which has further led to the closing of stores.

The delisting of BELLE in 2017 made the development of the industry more confusing.

From the first three quarters of 2017, the A share listed women's shoes enterprises' financial reports have been released. The enterprises have carried out a variety of adjustment and self-help measures, and the enterprises pay more attention to the consumer experience and the full channel operation, and gradually usher in a warmer trend. In 2017, the women's shoes industry will usher in a real recovery.

The market prospect of women's shoes is good, and is expected to enter a new round of growth cycle.

According to the three quarter economic data released by the National Bureau of statistics in 2017, the purchase frequency and purchase price of consumers in fashion shoes and clothing categories showed a steady upward trend.

In 2017 1-9, the total retail sales of clothing, shoes and hats and needle textiles amounted to 10534 billion yuan, up 7.2% over the same period last year.

Thanks to the dividend of Chinese female population, with the growing middle class and the accelerating urbanization process in new cities, the demand of female consumers for women's shoes has shifted from wearing function to representing the psychological needs of fashion and beauty. Originally, they wanted to buy a pair of shoes for multiple purposes and gradually switch to choose suitable shoes according to their living conditions to match their costumes.

The investment industry expects that the demand for the entire women's shoes market will continue to grow. The compound annual growth rate of 2015-2020 years is about 5.7%. By 2020, the market size of women's shoes will exceed 230 billion yuan, and the market prospect will be good.

Digging deep into the inside of women's shoes industry

In July 2017, the delisting of "shoe king" BELLE brought an uproar to the industry, but it seems to reporters that BELLE's delisting may be one of its ways to seek new development, so that it can move forward lightly in the new business opportunities.

Since 2014, domestic traditional women's shoes enterprises, including "Saturday", "Tian Chuang fashion" and "Hasen share", have tried to seek greater profit growth points through internal and external changes.

From the recent earnings report, the results are beginning to show signs, of which Saturday compared with the same period in 2016 a slight increase in performance, and the creation of fashion has significantly improved performance.

In the face of the coming of the new retail era, in order to get rid of the flagging of women's shoes industry in recent years, enterprises are constantly innovating and adding new tracks to realize the rapid expansion of profit growth point and to make up for the decline of the main business.

Such as:

Hasen shares (603958)

In 2016, Hasen trade (China) Limited by Share Ltd (China) Limited by Share Ltd acted as the agent of the Korean cosmetics brand cool for school, in order to expand the business scope, but the new business has not yet brought an effective filling to the enterprise.

Moreover, the main business revenue and profits declined due to the continuous reduction of export orders and the closing of some shops with poor performance prospects.

From the three quarter earnings report released by Hasen shares in 2017, the company realized operating income of 1 billion 74 million 170 thousand yuan, down 12.41% compared to the same period last year, and the net profit of shareholders belonging to listed companies was 20 million 930 thousand yuan, down 62.36% from the same period last year.

Saturday (002291)

The company name changed from "Foshan shoe Limited by Share Ltd" to "Saturday Limited by Share Ltd". In 2016, it acquired 80% equity interest in fashion fast forward and 70% stake in Beijing Shixin, which was mainly engaged in the vertical development of Internet fashion media business, and operated Onlylady women's and KIMISS girlfriends respectively.

Through this move, Saturday around the strategic development goal of "creating a fashionable IP ecosystem", we actively promote enterprise upgrading, so that business performance has been improved.

At the same time, the newly opened multi brand multi category collection shop "SATURDAY MODE" has also brought a slight increase in enterprise performance.

From the three quarter 2017 earnings report, the company achieved operating income of 1 billion 135 million 980 thousand yuan, an increase of 3.62% over the same period; the net profit attributable to shareholders of listed companies was 19 million 200 thousand yuan, down 9.45% from the same period last year.

While most enterprises are pursuing the short-term benefits of "short, flat and fast" (short investment, short cycle and quick results), some enterprises have chosen to "forget their minds and deepen their own industries" as the core value of enterprise reform.

The most successful case is:

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Tian Chong fashion (603608)

It has many famous women shoes brands such as KISSCAT, ZSAZSAZSU, tigrisso and so on.

When most companies choose to expand their businesses horizontally, Tian Chong fashion aims at the needs of consumers, continuously improves the commodity strength, and achieves the profit growth of enterprises through internal optimization.

The data show that: Tian Chong fashion Q1-Q3 achieved operating income of 1 billion 204 million 870 thousand yuan, an increase of 10.72% over the same period; the net profit of shareholders belonging to the listed company was 139 million 500 thousand yuan, up 67.19% over the same period last year.

Look at the changing direction of women's shoes industry from the creation of fashion

1) with the revival of the consumer market and the arrival of the new retail era, the women's shoes industry has ushered in opportunities for change and new development environment.

With the continuous improvement of national purchasing power and the increasing pursuit of fashion by consumers, the demand for shoe products is increasing. The future potential of women's shoes market is huge. Whoever can grasp and comply with market demand in time can seize the opportunity and base themselves on the market.

Tian Chong fashion is to effectively rely on market demand, from users, products, business and other dimensions to cultivate their own "internal strength".

2) user oriented, based on user scenario needs and costume experience, enhance product innovation and enhance product strength.

Through in-depth understanding, the reporter found that since 2014, Tian Chong fashion has implemented user centred commodity life cycle management, aiming to open up barriers between consumer demand and product development, and achieve real demand.

"CEO is a fast changing market, but never forget the essence of business. User centered is the core of new retail."

In the era of mobile Internet and the new retail scenario, we are facing tremendous changes in the stratification of channels and consumer groups. The footwear industry has also entered the user era from the channel era and the product era.

The reconstruction of people's freight yard refers to "people" as the top priority. Whoever really meets the needs of users will really win the market.

Whether it is the fashion industry or the women's shoes industry, "providing goods with fashion and comfort for the user is the basis for the survival and development of enterprises".

3) take the product as the foundation, upgrade the manufacturing process, optimize the production line equipment, and improve the product quality.

With the high configuration, automation and intelligence standards, the technology has upgraded and upgraded several production lines, and realized the visualization of the production site, controllable process and product traceability by using the Internet information technology, so as to maximize the efficiency of the production line.

At the same time, in order to adapt to the needs of customized production, the production pfer system has been upgraded and upgraded. The "single piece flow" on the pipeline has been realized, and the "fast, precise and accurate" standard operation has been fulfilled to meet the more personalized needs of consumers.

At present, Tian Chong fashion has launched an intelligent industrial cutting robot to realize automatic typesetting and shearing of leather materials. It also indicates that Tian Chong fashion has achieved a higher level in the standardization and automation of product quality.

4) promote the integration optimization of vertical industry chain, implement the digital pformation of the whole process, and greatly enhance the operational efficiency.

Under the new retail, the importance of data (information) is becoming more and more prominent. Data is the foundation of product experience and customer service.

In 2015, Tien Chong fashion launched the whole channel of consumer experience as the core -- the new retail digital pformation, realized the construction of 1 full channel commodity trading platform, and the construction of 2 full channel commodity life cycle operation platform. At present, the new retail digital pformation has entered the 3 era of the consumer operation platform, all user centered.

In 2017, Tian Chong acquired the technology of small technology, which is also an important deployment for the realization of the new retail oriented user centered strategic pformation.

Through the acquisition of technology, it helps to make use of the current traffic source and realize the pformation from traditional "store drainage" to "personal drainage". At the same time, with the help of the user portrait and precision marketing technology of small technology, we can enhance user acquisition and retention on the basis of maintaining the existing strong product force, and achieve user oriented product design, production and marketing, and promote the pformation of the overall marketing mode.

The development prospect of fashion industry is unlimited. The market of China's shoes industry will meet the needs of the new retail era through this fission rectification period, and will create the next brilliant future.

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