Market Forecast Analysis Of Chinese Women's Shoes Industry In 2019

In the Chinese women's footwear industry, China business intelligence network has been greatly affected by the rapid development of online business, new brands occupying the domestic market and the changing consumption trend in recent years. The traditional industry giants, who once had boundless scenery, are facing a sharp decline in store performance, 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.

BELLE and Daphne are the representative enterprises 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. From 2007 to 2015, BELLE's revenue rose from 117 billion to 40 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 in the first half of 2017. The market value shrank by more than 2/3 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, and it is expected to increase the growth rate of ~5.7% in 2015-2020 years. In 2020, the market size of women's shoes 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