Current situation and development trend of women’s shoes industry Internet + online channel outbreaktrendoneshoes
China is the world’s largest footwear production and consumer market
China is the world’s largest footwear manufacturing base, is also the world’s largest footwear consumer market. Shoe sales will also accelerate as China urbanises further. Chinese women shoes industry development on the basis of processing production, mid and late ninety s, a number of brand shoes with its relatively clear brand strategy, product strategy, business strategy, the marketing network and the advantages of the supply chain coordination, rapid growth, after more than 20 years of development accumulation, has become the leader of the domestic consumer market, and to meet Chinese women consumer demand for the diversification of fashion shoes for design and production of major orientation.
Analysis of industrial chain of women’s shoes industry
Women’s shoes manufacturing upstream industry is textile fabrics, leather, synthetic materials and rubber, PU, PVC and so on. High correlation between upstream and downstream products, the development of women’s shoes manufacturing industry has driven the development of several upstream industries. The price changes of various industries in the upstream supply chain are closely related to the women’s shoes industry. Once the cost of raw materials increases in the upstream, the cost of women’s shoes will increase. No matter the changes in import and export or material prices, they will affect the development of the women’s shoes industry to some extent. The imbalance between the supply and demand of leather, rubber, fabric and plastic stool raw materials will affect the women’s shoe industry as a whole. The downstream industry of women’s shoes is the retail industry of women’s shoes. The development of retail industry and the consumption expenditure of residents will drive the consumption and production of women’s shoes.
China’s women’s shoes market will exceed 190 billion yuan
From 2007 to 2012, the domestic women’s shoes industry maintained rapid growth, and after 2012, the industry entered the adjustment period. After 2012, affected by the slowdown of economic growth, the rise of e-commerce channels and the decrease of customer flow in department stores, the women’s shoes industry fell into a period of fierce homogenization competition and sluggish sales. After five years of adjustment, from the fourth quarter of 2016, with the upgrading of consumption and the surge of new retail, the downstream demand gradually recovered, and the women’s shoes market showed a trend of gradual recovery.
According to the “forecast and analysis report on the production and marketing demand and investment of China’s women’s shoes industry” released by qianzhan industry research institute, the market size of China’s women’s shoes industry reached 119.1 billion yuan in 2010, and exceeded 150 billion yuan in 2012.In 2016, the market size of China’s women’s shoes industry declined, and by the end of 2017, the market size of China’s women’s shoes industry increased to 184.5 billion yuan, with a year-on-year growth of 4.12%.It is preliminarily estimated that the market size of China’s women’s shoes industry will exceed 190 billion yuan in 2018, reaching about 1904 billion yuan, with a year-on-year growth of 3.2%.
Fashion women’s shoes vs sports women’s shoes China’s TOP10 women’s shoes brands accounted for a large percentage of the competition
After five years of brand competition in 2012 and 2017, Nike replaced belle to win the TOP1 position. The number of women’s sports shoes in the TOP10 increased from two to six, the market share of women’s sports shoes in the TOP20 increased from 9.6% to 15.7%, and the market share of women’s fashion shoes decreased from 25.8% to 16.5%.
At the same time, skecky, New Balance, choshny, da dong replacement shoe cabinet, 1000 baidu, Saturday, 361 degrees strong into the TOP20.In the new brand, skecky is positioned in the middle layer of Nike, adidas, UA, anta, li ning and tpko. Skecky quickly captures market share with the two trump CARDS of elementary runner walking shoes and panda shoes in line with the sports and leisure trend. The popularity of New Balance sports and lifestyle shoes increases the brand performance year by year. Local brands zhuosini and datong quickly occupied most of the market space in low-tier cities with the help of fashionable styles and extremely low pricing in just a few years
Sports women’s shoes vs fashion women’s shoes, each segment market concentration changes the trend is different
From the perspective of market segmentation, the trend in recent years is that the concentration of fashionable women’s shoes decreases, while the concentration of sports women’s shoes increases. The performance of market segments is that the concentration of fashion women’s shoes has been decreasing year by year since 2013, among which belle international and market share have decreased by nearly 5%.Women’s sports shoes market presents a completely different situation. Correspondingly, since 2013, the concentration of women’s sports shoes has been gradually improved, with leading enterprises such as Nike improving significantly. In recent years, the popularity of sports wind has a greater impact on fashion women’s shoes enterprises.
Consumption channel construction — offline consumption channels are surplus and online growth is fast
At present, the physical stores such as street stores and department stores in women’s shoes industry in China are still the main sales channels, but in recent years, offline channels have been impacted by online channels, and their benefits have been losing ground. Taking daphne as an example, it closed a total of 3,785 physical stores from 2015 to 2018, suffered a total loss of 2.758 billion Hong Kong dollars in four years, and its market value dropped from 19.5 billion yuan at its peak to 500 million yuan now.
Now daphne has been hit hard. Professional analysis, daphne store closure is the main reason for the store expansion is too strong, the shoe industry in the state of excess channels.
Different from the surplus sales channels of the offline shoe industry, e-commerce channels have witnessed rapid growth. According to professional data, the sales growth rate of the shoe industry in the e-commerce field is as high as 20%.At present, the main force of online shoe sales comes from economically developed southeast coastal cities. In the future, with the popularization of Internet in central and western China, online shoe sales will usher in a new round of outbreak.