Current situation and development trend of women’s shoes industry Internet + push online channel outbreaktrendoneshoes
China is the world’s largest footwear production, consumer market
China is the world’s largest footwear manufacturing base, but also the world’s largest footwear consumer market. Shoe sales will accelerate as China urbanizes 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.
Industrial chain analysis of women’s shoes industry
The upstream industries of women’s shoe manufacturing are textile fabrics, leather, synthetic materials and rubber, PU, PVC, etc. Upstream and downstream products are highly correlated, and the development of women’s shoes manufacturing industry has led to the development of many upstream industries. Price changes of various industries in the upstream supply chain are closely related to women’s shoes industry. Once the cost of raw materials in the upstream increases, it will drive up the cost of women’s shoes industry. The change of import and export or material price will affect the development of women’s shoes industry to some extent. Leather, rubber, fabrics, and plastic stool raw material production changes in the social formation of supply and demand imbalance will affect women’s shoe industry as a whole. The downstream industry of women’s shoes is the retail industry of women’s shoes.
China’s women’s shoe market will exceed 190 billion yuan in 2018
From 2007 to 2012, China’s women’s shoe industry maintained a relatively fast growth. After 2012, the industry entered a period of adjustment. After 2012, affected by the slowdown of economic growth, the rise of e-commerce channels and the decrease of passenger flow in the department store channel, the women’s shoe industry fell into a period of fierce homogeneous competition and sluggish sales. After five years of adjustment, since the fourth quarter of 2016, with the upgrading of consumption and the surge of new retail, the downstream demand has gradually recovered, and the women’s shoe market has shown a gradual recovery.
According to the statistics of the forecast and analysis report on production and sales 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 the market size of China’s women’s shoes industry exceeded 150 billion yuan in 2012.In 2016, the market size of China’s women’s shoes industry declined somewhat. By 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 brand share
Compared with the brand competition pattern in 2012 and 2017, after five years of cultivation, Nike replaced belle to win the TOP1 position. The number of TOP10 sports shoes brands increased from two to six, the market share of TOP20 sports shoes brands increased from 9.6% to 15.7%, and the market share of fashion shoes brands decreased from 25.8% to 16.5%.
At the same time, skecki, New Balance, zhuoshini, dadong replacement shoes cabinet, qiandu, Saturday, 361 degrees strong into the TOP20.Among the new brands, skecki accurately positioned itself in the middle layer of Nike, adidas, UA, anta, li ning and xtep. Skecki quickly grabbed market share with the two ACES of fast pace shoes for junior runners and panda shoes for sports and leisure trend. The popularity of New Balance sports + lifestyle shoes has promoted the brand performance year by year. Local brands zhuoshini and dadong quickly occupied most of the market space in low-line cities within a few years with the help of fashionable styles and extremely low prices
Women’s sports shoes vs women’s fashion shoes, the trend of concentration of different market segments is very different
From the perspective of market segmentation, the trend in recent years is the decline in the concentration of fashionable women’s shoes and the rise in the concentration of sports women’s shoes. The market segments show that the concentration degree of fashionable women’s shoes has decreased year by year since 2013, among which belle international and the market share has decreased by nearly 5%.The market of women’s sports shoes presents a completely different situation. Correspondingly, since 2013, the concentration degree of women’s sports shoes has gradually increased, leading enterprises such as Nike have significantly increased. In last few years of athletic wind all the rage is having bigger impact to fashionable female shoe company.
Consumption channel construction — excessive offline consumption channels and fast online growth
At present, physical stores such as street stores and department stores in China’s women’s shoes industry are still the main marketing channels. However, in recent years, the offline channels are obviously impacted by the online channels, and their benefits have been in retreat, making them less prosperous than before. Daphne, for example, closed 3,785 physical stores between 2015 and 2018, lost a total of hk $2.758 billion over four years, and its market value dropped from its peak of 19.5 billion yuan to 500 million yuan today.
Now daphne has been hit hard. Analysis of professional personage, daphne closes the shop most main reason to have is storefront expansion is too fierce, shoe industry is in the state of channel surplus.
Different from the surplus of offline shoe sales channels, e-commerce channels have ushered in rapid growth. According to professional data, the sales growth rate of shoes in e-commerce is as high as 20%.At present, the main force of online sales of shoes comes from the economically developed southeast coastal cities. In the future, with the popularization of Internet in the middle and western regions, online sales of shoes will usher in a new round of outbreak.