Where Should The Chinese Shoe Industry Turn Next?

According to the statistical data of the National Bureau of statistics, the whole country in 2014

The annual sales revenue growth was 8.9%; in 2015, 1-6 months, the retail sales of shoes and apparel textiles were 637 billion 500 million yuan, up 10.7% over the same period last year.

This group of figures is slow but relatively stable.

Compared with the warming of data,

The shoe brand, headed by a big wave, is still slightly sluggish.

Let's take a look at a set of data: Recently, BELLE announced the first quarter of this fiscal year (2015 3-5) retail sales, the company in three months, the number of mainland retail outlets decreased by 167, equivalent to closing a shop every half day; Daphne in the first half of 2015, the same performance is not optimistic, the core brand sales in the same store fell 16.9%, the number of outlets closed to 181.

In addition, the brand of sports shoes and clothing is designed to reduce 200~300 stores in 2015. Lining is in deep mire and closes 1200 inefficient stores in half a year.

What does this figure mean? Lv Hong, director of China shoe net Market Research Center, told reporters that, to a certain extent, driven by the downward economic environment, although the sales growth of China's footwear industry in the first half of 2015 has picked up, but due to the small pick-up rate and the small number of shoe brands that the retail sales achieved year-on-year growth, this shows that the current sales momentum of China's shoe industry is not strong enough, and is still in the doldrums, and the shoe brand will continue to shuffle.

So, how should China's shoe brand go next?

Start with innovative products

The product is king, unchanged forever.

The shoe industry brand must aim at the personalized demand of the market, use the innovation idea to mold the category difference, and seek the brand differentiation development strategy, so as to enhance the core competitiveness of the enterprise in an all-round way.

How to do it? The shoe brand should adjust its product structure and coordinate the reasonable relationship between the categories so as to ensure the difference in form and function of the same product, and create uniqueness with product structure. Strive to be precise but not miscellaneous, and firmly grasp the initiative of product style, production quality and cooperation process, reduce the same style, design brand shoes, and exert its great potential to realize the value of its products.

Solve the problem from terminal retail

Lv Hong, director of the investigation center, pointed out that in the past few years, after the explosion of the shop, and the impact of the electricity supplier, the footwear industry is now faced with the problem of retail channel reform and can no longer blindly expand on a large scale.

Nowadays, the brand of shoe enterprises must be liberated from extensive "one city, many stores", take the "one city leading" optimization and upgrading mode, constantly optimize the existing store structure, and create boutiques to maximize profits instead of maximizing sales volume.

Breakthrough from pformation and upgrading

It is not difficult to see that the Chinese shoe industry has gone to the crossroads of pformation and upgrading. Footwear enterprises must actively explore and upgrade, increase innovation in products, technology, management and business models, actively promote the "machine change", reduce labor costs, improve production efficiency and increase market share.

At the same time, every shoe industry pformation and upgrading must combine the reality of their own enterprises, focus on each and every feature, upgrade the level and level of pformation and upgrading, and get rid of the characteristics of brand development of shoe enterprises.

Development is the absolute principle.

Only start with innovative products, solve difficulties from terminal retail, break through pformation and upgrading, and take these three big steps to improve market share and competitiveness will be just around the corner.