The Transformation And Development Trend Of The Shoe Industry Is Inevitable

In fact, traditional shoe retail stores are facing transformation. In the face of this storm, almost no traditional enterprises have been spared. In the face of the brand sales of traditional department stores, consumers prefer to focus on brands and consume in selected buyer stores or emerging department stores.

　　 China Dongguan It's hard to heal the shoe industry's woes

Although China has gradually transformed from Dongguan's low-end manufacturing industry, the long-term downturn of the huge domestic industrial sector has affected the country? A slow economy is a serious threat. Although the government tries to control the situation, there is still a risk that China's economic situation is actually worse than expected. This concern has made stock markets around the world uneasy.

The latest signals from China do not provide much comfort, and the economic weakness shows no signs of weakening. On Tuesday, China announced that the growth rate in the fourth quarter of last year was only 6.8%, which was the slowest pace of economic expansion since the abyss of the financial crisis in 2009.

Mr. Fang said that whenever it comes to the economy, politicians and business leaders talk about industrial innovation and upgrading, "but I think that's just a slogan. It's really hard to achieve."

Dongguan is located at the core of the Pearl River Delta in southern China. For decades, this region has driven China's exports to the world up, producing a variety of goods from furniture to clothing and shoes.

Last year, China's export volume declined for the first time since the financial crisis, which is only the second decline since the economy opened to the world in the late 1970s.

China's position in the global manufacturing industry is likely to be further weakened by the Trans Pacific Partnership. This trade agreement led by the United States will deepen the relationship between the United States and Asian countries such as Vietnam and Malaysia, but does not include China.

　 　 Jinjiang Footwear economy may usher in a new take-off

The expert advisory group of Jinjiang Municipal People's Government held a symposium, and experts from China Textile Science Research Institute, China Leather and Footwear Industry Research Institute, South China University of Technology, Fuzhou University and other scientific research institutes discussed around the big theme of "Jinjiang innovation and development". Wang Wenhui, the leader of Jinjiang City, attended the meeting.

As an important place of origin for textile clothing, shoemaking and leisure food, Jinjiang is also facing the pressure of transformation in recent years.

Shi Zhangqiang, a senior marketing consultant of the Development Research Center of the State Council, believes that Jinjiang is now facing three major problems: insufficient integration of industry and city, insufficient integration of industry and service, and insufficient integration of industry and network. To solve these three problems, the key is to solve the problem of industrial upgrading. "The industry is 1, and the others are 0 following 1. If the industrial foundation is not well prepared, it is meaningless to add more 0." Shi Zhangqiang said.

"Jinjiang's manufacturing industry is large, but not strong, and the service industry serving the manufacturing industry is relatively weak." Wu Changnan, director and researcher of the Economic Research Institute of the Fujian Academy of Social Sciences, analyzed. He believed that the industrialization of Jinjiang had reached the late stage, and the traditional manufacturing industry was restricted by various production factors such as land and labor. In the future, if the economy wants to maintain the current growth rate, it must strengthen the development of supporting industries such as producer services, thereby promoting the traditional manufacturing industry.

In addition to making suggestions on Jinjiang's industry, the members of the expert advisory group also give suggestions on the innovative development of Jinjiang from the perspectives of ecological protection, cultural inheritance, etc.

In the morning of the same day, members of the expert advisory group also attended the fifth session of the 16th People's Congress of Jinjiang.

In addition to the promotion of traditional manufacturing, the layout of emerging industries is also important. Guo Hengqun, Dean of the School of Information Science and Engineering of Huaqiao University, suggested that we should hurry up in the layout of emerging industries, otherwise it will be more difficult for Jinjiang to catch up when other regions in China start to work accordingly. "Now Jinjiang has regarded the optoelectronic information industry as one of the five emerging industries, but the optoelectronic industry has a foundation, while the information industry is almost blank. Jinjiang can consider introducing relevant enterprises or research institutes and focusing on cultivation to form an industrial chain."

　　 Tend to buy cost performance Higher product

In the face of market saturation and the continuous impact of e-commerce, the demand for sales growth of traditional women's shoes brands should be changed. Zhu Qinghua believes that, under the new situation, the transformation of traditional women's shoes still needs to be reflected in, on the one hand, design transformation should be carried out to enhance product innovation, and consumers' favor should be obtained through product differentiation. Traditional women's shoes brands can make full use of big data tools to analyze consumer preferences; On the other hand, we will carry out pricing transformation and take the low-end route. In the context of slowing economic growth, consumers will lower their purchase level and will prefer to buy products with high cost performance.

Daphne, a women's shoe company listed in Hong Kong, recently announced its medium-term performance, which showed that the company's turnover in the first half of the year was HK $4.374 billion, a year-on-year decrease of 13.9%, and its net profit was HK $2.5 million, compared with HK $172 million in the same period last year, a year-on-year sharp decrease of 98.5%. In particular, Daphne's core brand Daphne and shoe cabinet saw their turnover drop by 13.9% to 4.034 billion yuan in the first half of the year, and 181 stores were closed in the first half of the year.

According to Daphne, the decline in the Group's performance is mainly due to the slowdown in macroeconomic growth and weak consumer willingness; The rapid growth of e-commerce channels has intensified its competition with retailers. The management of the Group believes that the delay in spring and summer brings additional challenges, and some areas of the mass women's shoes market are heavily discounted early, leading to fierce competition in the market.

In fact, traditional shoe retail stores are facing transformation. In the face of this storm, almost no traditional enterprises have been spared. When visiting the women's shoes counters of various traditional department stores, the reporter found that the business of the traditional women's shoes counters was much bleak compared with previous years.

The reporter learned in the interview that in the face of the brand sales of traditional department stores, consumers prefer to go to the selected buyer's stores or emerging department stores.

Analysts pointed out that with the booming e-commerce business and the entry of designer brands and foreign brands into the market, consumers had more choices and diverted their customer base. The marketing method of increasing retail outlets, increasing the number of stores and appearing frequently in front of consumers does not seem to have such great effect in the new market background.

It has become an inevitable choice to transform and seek new growth points. Sheng Baijiao, CEO of Belle, said publicly at the shareholders' meeting that although the sales of e-commerce business accounted for less than 3% - 4% at present, which had limited help to the overall sales, it had gradually seen the direction of online and offline integration, and would invest more resources in this regard.