Women's Shoes Industry Suffered The Attack Of Ice Spot "Combined".

Only the sluggish thinking, there is no sluggish market! "The reason why she has always maintained a relatively rapid growth is because we look far ahead and do it earlier." Recently, the brand shoes named "Cinet", known as the "lover's gift", opened the first quarter summary analysis meeting. At the meeting, Mr. Zhong Weihai, chairman of the Cinet group, made the above statement.

After attending the meeting, the industry experts and returnees electricity supplier experts said that in the current women's shoes market, there were not many brands that dared to speak like this, but Cinet's ideas, measures and achievements in the growth of counter trend also made him well deserved to become the industry trend leader.

Is this really the case? I have an in-depth understanding of this.

　　 Women's shoes industry Who is crying, who is laughing?

Recently, Daphne and 1000 have announced the first quarter operation situation. The data show that the two companies have been falling apart from the same store sales. The stores are also shrinking: Daphne's core brand has been reduced by 53, and the company has been reduced by 54. According to the annual report of HKEx in 2013, last year, Daphne's same store sales decreased by 10.4%, reducing 50 core brand sales outlets, while the same store sales decreased by 6.9% over the same period last year, reducing 36 third party retailers.

On the above data, analysts pointed out that in the market saturation, the continued impact of the electricity supplier, the brand size of women's shoes, scaling up capacity and cost reduction mode has been difficult to continue. In the case of no increase in consumption frequency, it is more difficult to develop footwear brands.

But is this judgement universally acceptable? The answer is "not necessarily".

In the first quarter of Cinet's summary analysis meeting, participants saw such a group of data: in 2013, sales of Cinet increased by 20% over the same period, and the number of stores under the line increased rapidly to nearly 200. In the first quarter of this year, its sales continued to grow at a rate of 20%.

"Although we all say that the women's shoes industry is encountering a" cold spring ", Cinet has no sense of" cold ". No matter how the market environment changes, she has been growing. Hui Zi said.

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According to Hui Zi, the reason why she took pride in her colleagues was determined by three reasons.

"First of all, Cinet's brand image is clear and accurate, with an exclusive appeal."

It is understood that Sunite, with "lover's gift" as its brand name, has been adhering to the quality bottom line for fourteen years, and has made innovations in style in accordance with the aesthetic taste of modern fashionable women, and has been well received by urban white-collar workers. Through constant brand promotion, today's Cinet has become known as the "romantic shoes", sending Cinet to become the only way for urban men and women to express their feelings.

"Everyone has love stories, and love stories happen all the time. And Cinet has become an indispensable element of all love stories, facing the market that never atrophy. Hui Zi thinks.

"The second reason is that Cinet is flexible and steady in the strategy of offline stores."

Data show that unlike Daphne and 1000, the company's direct store + affiliate strategy. In the operation of franchised stores, it requires all franchisees to have a legal person with certain economic strength and operational experience, and have good business reputation and marketing team, and must make scientific calculations on the local market potential according to certain criteria before deciding whether to grant the qualification. In this way, chairman Zhong Weihai explained: "if the local consumption potential can not support the operation of the store, or the business is dismal after the opening of the shop, there will be no significance of opening a branch store. What we want is quality, not quantity. "

The electricity supplier is the most important reason and the most potential area in the eyes of her. And for the electric company, Hui Zi thinks that the first thing is to get up early, and the two is to pay enough attention to it.

It is understood that, as early as a few years ago, when the major women's shoes manufacturers were still intoxicated by the growth of the number of stores, Cinet's flagship store, Jingdong flagship store and other electronic business platforms were quietly put into operation. Through the electricity supplier, she not only successfully completed the coverage of the national market, but also increased the brand influence to a new level. At the beginning of this year, in order to further enhance the electricity supplier's effect, she has spent hundreds of thousands of yuan to build an upgraded version of the electric company.

"E-commerce is the transformation of the greatest business mode in this era. Whoever awakens early, enters early, and inputs more power, will be able to seize the opportunity. At this point, she can say that some so-called "big brands" are far behind. Hui Zi is the conclusion.

　　 Cinet's revelation: if we want to be abandoned, we need to understand the heart of God.

"In fact, all of Cinet's measures are to give customers a better experience. Everything is centered on customers rather than self centred. This is the ultimate secret of Cinet's rise to the contrary. After in-depth analysis of the reasons for the rise of the trend, she said.

This is indeed the case. Taking the consumer as the center, Cinet's brand positioning has solved the problem of "what kind of brand shoes need to be", so that women's shoes are not only a pair of nice shoes, but a pair of shoes that can talk, a pair of shoes that convey feelings and taste, so that the brand can stand out in the homogenized and serious market and have a large followers. On the development of online stores, by selecting franchisees and scientific layout, every Cinet store is not only a simple sale of women's shoes shop, but a place to feel Cinet's charm and experience life.

Through the operation of electric providers, the company has broken the geographical boundaries, so that all the fashion white-collar workers across the country can have the gift of lovers at any time and anywhere, and at the same time let the brand charm and brand value continuously sublimate, laying a solid foundation for building a century old brand.