Women's shoes industry faces reshuffle, the traditional women's shoes industry suffered
From：
Dongguan across day footwear group co., LTD
Post date：
2017-07-03
When summer is the traditional shoes industry "winter", many brand performance continued to decline, even frequent Chegui, the city department stores also have a different impact on women's shoes category. The industry believes that the traditional shoes downturn mainly because the consumption trend changes, lack of product innovation, the problems and the impact of the electricity supplier, distribution channels, industry has begun to reshuffle, therefore, brand shoes have increased collection of store brands, seeking a way to break through the transition.
Status quo: performance suffered "ceiling""
Last weekend, the public Ms. Yang bestie in 27 about the shopping district, is going to buy a pair of sandals to a department store but confused: "why? How empty shoe area? So many brands are evacuated?" so the two people rushed to another department store, found a similar situation, Ms. Yang asked the shopping guide, heard was certain brand shoes were dying rumors.
A large number of empty shops and sales bleak, inevitably attracted suspicion from all walks of life. Reporters learned that the collapse of a word although exaggerated, but the traditional shoes is indeed a hard day, many brand sales suffered landslides, Zhengzhou department store shoes category are affected to varying degrees, some even large volume compression shoes.
Data as evidence, in the 2016 annual report, Saturday, Limited by Share Ltd achieved operating income of 1 billion 484 million yuan, down 9.61%. During the period, Saturday to close 466 stores in total; Daphne Group annual loss of HK $819 million 100 thousand, is 2.16 times the same period last year net loss of HK $378 million 900 thousand. Guangzhou brand KISSCAT parent company TICO fashion in 2016 operating income 1 billion 548 million yuan, down 5.07%.
In addition, baidu released 2016 annual results show that retail and wholesale company revenue 2 billion 332 million yuan, down 11.8%. Not long ago, BELLE with $5 billion 700 million selling cheap, compared to the peak value has shrunk 2/3. At the same time, several other listed local women's shoes enterprises, the performance is also bogged down in mire.
It is not difficult to find, in Zhengzhou, many brand shoes as a main channel of department store, the original department stores have been facing decline in passenger traffic, consumer structure changes and other difficulties, now their weak sales, not only can not hold the traditional shoes store "window", can warm each other, but in the same situation.
Reasons: lack of competitiveness
Talking about the reasons for the predicament of traditional women's shoes, it is easy to attribute the problem to the aging of channels. Indeed, the department store format suffered winter, and then transformation self-help is an important task in recent years, but the decline of department stores to bring the negative impact of traditional women's shoes is very limited.
Then, what are the external impact of traditional women's shoes? Henan Business Association official said, electricity supplier shocks can not be ignored. Electricity supplier rapid development, diversion of traditional shoes brand many customers, and now micro business, overseas purchasing constantly emerging, catering to young people's preferences, so that traditional women's competitors become more powerful.
A few years ago, when a large number of traditional shoes beauty shop, BELLE, Daphne, Q and other brands of fast thinking to seize the market in Zhengzhou, analysis of the industry in recent years due to the interests of the relationship between internal and agency, to join the complex, difficult to adjust, only women's business expansion, in terms of brand building and product differentiation is not hard, resulting in the fierce market in the competition, the core value increasingly weakened.
"Too old style, although the quality is good, but a pair of shoes to spend nearly 1000 yuan, is not worthwhile." In the Wangfujing department store, the city of Hong Kong store shopping Yang Xin told reporters, she repeatedly shopping are empty handed and return, many brands of products homogenization serious, up to new speed is slow.
From nearly two years of consumer trends, popular sports and leisure, Zhengzhou major sports shoes sales hall is considerable, part of the explosion often broken code, but the traditional brand does not follow the consumption habits change products, even a few brand awareness, but make the products difficult to please consumers favor, fashion degree, innovation is not enough.
Breakout: Overweight brand collection store
In the relative space, bring together all kinds of brands, and display the best products as much as possible, so as to maximize the plateau effect. This is the form of the brand collection store. This has become a lot of traditional women's shoes in the direction of transformation force.
Now, in the Zhengzhou market, consumers are more familiar with the BELLE MAP, G+GEMPLUS, and other brands have also launched a collection of store brands, such as SATURDAY MODE, Saturday, Daphne's Walk&meet, AOKANG International Museum, baidu collection stores, consumers in Zhengzhou will soon see more of the store brand collection.
"Our recent focus on adjusting a shoe area, expanding the area, reducing the brand, but the brand is more refined, single brand will highlight the merchandise image, style diversity, while increasing the concept of brand collection shop.". Is expected by the end of June the end of the adjustment." BHG fashion store Zhengzhou store operations manager, said Jie jie.
The same adjustment way and central department store, began to have problems and eliminate the low yield and the supply of goods brand from April, in addition to enhance the store image, the introduction of five or six new brands, is the store brand collection debut. Right way, central department store floor manager Liu Bin admitted that some brands have a rest area store and beverage area, to bring better experience for customers, at present, the overall guarantee of good operation after the adjustment of women's shoes. The Central Plains town planning large New Mart store manager Lu Lianlian also said that the study is to change shoes mall investment program.
The shoe store and a pushing brand set shop, to give customers a new consumer environment and one-stop service, has become the industry breakthrough trend, the traditional women's self-help behavior "has already begun, and will continue to accelerate the pace of.
Consumption relativism
No design, no tide
Phenomenon: there are more and more consumers of fashion ideas nowadays. One of the media to make consumers mature and progress is the internet. Star, supermodel, fashion bloggers are in the first time the same paragraph, although the big brand similar to parity, the same paragraph also exposed the phenomenon of plagiarism, but it is undeniable that consumers in pursuit of the same paragraph "bored. From women's point of view, in recent years the Zhengzhou shopping center Charles & Keith, FOLDER, air and other shops popularity far exceeds the traditional department store shoes counters, consumers are more likely to find these shops from the trend of the same paragraph, the price is moderate, fashion also lack a sense of design.
Two or three years ago, some consumers are very fond of old women's shoes, style classic, quality, can not see other channels can buy cheap shoes. Two or three years later, some consumers used to buy fashion shoes, no longer into the old female shoe, the rustic. The changes also reflect the rise and fall of traditional women's shoes. Exclude the shopping center has better experience environment than department stores, why young consumer promotion, will choose a fast fashion model set shoes shop, and would rather sacrifice durability and comfort? After all or innovative products to meet the diverse needs of consumers.
Fast fashion model of women's shoes collection shop, you can grasp the tide for the first time, and reflected in the product, but also to join the design, to form their own characteristics. Its shop positioning, tide stores, selling major brands of hot shoes. As a brand collection store, the store is more spacious, fashionable, while selling bags, glasses and other products.
Needless to say, this is a trend, the market also proved that consumers are very much buying it, so the major brands of traditional Chinese women's brand transformation in the main store, hoping to solve a series of old problems. However, will not appear blind layout? If the key will not care for this and lose that shoe? Failed to realize product innovation, change the packaging and the form, still can not attract consumers.
The traditional shoes want to enhance the brand vitality and freshness, the trend of the reaction speed, understand changes in consumer tastes changed frequently, pushing explosion models, and improve the ability of innovation, it will avoid the homogenization of serious issues, consumers want the most cost-effective or good products. If we continue to deviate from consumer demand and trends, no design, no innovation, any transition role is not large.