Market Characteristics And Development Trend Of Women'S Shoes Industry In 2018

Industry chain analysis of women's shoes industry

The upstream industries of women's shoes manufacturing industry are textile fabrics, leather, synthetic materials and rubber, PU, PVC and so on. The correlation between upstream and downstream products is high, and the development of women's shoes manufacturing industry has led to the development of many upstream industries. The price changes in various industries in the upstream supply chain are closely related to the women's shoes industry. Once the cost of upstream raw materials increases, the cost of women's shoes industry will increase. Exit Or the change of material prices will affect the development of women's shoes industry to a certain extent. The imbalance of supply and demand in leather, rubber, fabrics and plastic stools will affect the women's shoes industry as a whole. The downstream industry of women's shoes is the retail trade of women's shoes. The development of the zero industry and the consumption expenditure of the residents will all lead to the consumption and production of women's shoes.

Market size of women's shoes industry

In the past 2007-2012 years, the domestic women's footwear industry has maintained a relatively fast growth. After 2012, the industry entered a period of adjustment. After 2012, the economy slowed down. Online retailers The rise of channels and the reduction of passenger flow in department stores have led to the downturn of the women's shoes industry in the fierce competition of homogenization and sluggish sales. After 5 years of adjustment, in the fourth quarter of 2016, with the upgrading of consumption and the surging tide of new retail, the demand for the downstream market gradually recovered, and the market for women's shoes showed a gradual recovery.

In 2017, the size of the Chinese women's shoes market reached 184 billion 500 million yuan, an increase of 4.12% over the same period last year. In 2018, the favorable factors of the Chinese women's shoes market did not change significantly, and the market size was expected to be 3.2%.

Fashion women's shoes vs sports shoes TOP20 shoes market share

Compared to the brand competition pattern in 2012 and 2017, after five years of refining, Nike took the place of BELLE to win the TOP1 status. In TOP10, the brand seats of women's sports shoes rose from two seats to six seats. In TOP20, the market share of sports women's shoes brand increased from 9.6% to 15.7%, and the market share of fashionable women's shoes brand decreased from 25.8% to 16.5%.

At the same time, Skech, New Balance, Zhuo Shi Ni, Dadong replace shoes cabinet, 100 degrees, Saturday, 31st strong into TOP20. In the new brand, Cage positioned herself in the middle layer of Nike, ADI, UA and Anta, Lining and XTEP, and quickly grabbed the market share with two trump cards: the first runner's walking shoes and the panda's shoes that comply with the sports and leisure trend. The popularity of New Balance sports + lifestyle shoes increased the brand performance year by year.

Sports women's shoes vs fashionable women's shoes, the market concentration of each segment varies greatly.

From the point of view of market segmentation, the trend of recent years has shown that the concentration of fashionable women's shoes has decreased and the concentration of sports women's shoes has been improved. The market segmentation shows that the concentration of fashionable women shoes has decreased year by year since 2013. Among them, BELLE's international and market share has dropped by nearly 5%. The sports women's shoes market has seen a completely different scene. Correspondingly, since 2013, the concentration of sports shoes has gradually improved, and the leading enterprises such as Nike have increased significantly. The popularity of sports in recent years has a great impact on fashion women's shoes enterprises.

The construction of consumption channels -- excessive consumption channels under the line, and fast growth on line.

At present, China's women's shoes industry, street stores, department stores and other physical stores are still the main selling channels, but in recent years, offline channels have been significantly impacted by online channels, and their efficiency has been losing. Taking Daphne as an example, it closed 3785 entity stores in 2015-2018 years, a total loss of HK $2 billion 758 million over the past 4 years, and the market value also dropped from 19 billion 500 million yuan in the peak period to 500 million yuan today.

Now Daphne has been hit by heavy performance. Professional analysis, Daphne shop most of the main reason is that the store expansion is too strong, the shoe industry is in a state of excess channel.

Unlike the oversupply of footwear sales channels, the electricity supplier channel has seen a relatively rapid growth. According to professional data, the sales growth rate of footwear industry in the field of electricity business is as high as 20%. At present, the main selling force of footwear industry is from the economically developed southeastern coastal cities. In the future, with the popularity of the Internet in the Midwest, shoe sales will also usher in a new round of sales.