New Mode Of Shoe Industry Transformation To Adapt To Market Change Rhythm

< p > the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank". < /p >
Less than p years ago, the frenzied shop opening mode of shoes industry has gradually cooled down. Affected by the macroeconomic weakness and the market environment, simple design products and single channel have not been able to match the changing rhythm of the market. Many domestic female shoe retailers have begun to cut down the offline stores, carefully layout the electricity providers, and accelerate the expansion of online businesses. With emerging brands joining the scrimmage, they may boost the market. < /p >
< p > < strong > performance decline, the electricity supplier is blocked down < /strong >. < /p >
Under the multiple difficulties of P decline, declining profits and so on, the giants have slowed down the pace of opening stores, and even started large-scale closure in order to stop losses. According to media reports, the number of BELLE stores increased by 1039 in 2013, but it has slowed by half compared with the 2614 speed in 2012. It also said that due to the lack of operation of individual brand businesses, more than two hundred stores were closed during the year. In 2012, there were 418 new stores, but in 2013 it dropped to 120. In the first three quarters of 2013, Daphne stores basically expanded, but by the fourth quarter, Daphne had closed down its stores directly, reducing the number of outlets by 222, and reducing the number of franchisees by 23. The total number of stores decreased by 50 in 2012, while the number of stores increased by 767 in the year. < /p >
< p > facing the sluggish performance since 2013, Daphne said it will invest more in marketing and brand building in 2014. The integration of online and offline businesses (O2O) is also one of the key points. It hopes to solve the problem of high inventory in Daphne through online and offline integration. However, the situation in the first quarter of this year is still not optimistic. < /p >
< p > > a href= "http://www.91se91.com/news/index_x.asp" > BELLE < /a > its excellent shopping mall is also actively developing, but its CMO Xu Lei, senior vice president Xie Yunli and COO Zhang Xiaojun have left last year, which shows that the new channel is not smooth. Excellent purchase network now accounts for less than 5% of the company's sales. < /p >
< p > < strong > competition tends to homogenization. < /strong > < /p >.
< p > the emergence of the above situation, Wan Yao Yun CEO Yao said, "in addition to the impact of the electricity supplier, the homogenization of products, the increase in marketing costs and the quietly changing retail channels have accelerated the plight of traditional enterprises." < /p >
< p > footwear industry has always relied heavily on department stores and street stores with larger traffic volume. With the booming development of shopping centers, online shopping and other emerging channels, the situation of homogenization competition in department stores has not been broken, and the overall passenger flow has declined, and sales have declined. The reduction of stores further magnified the problem. However, most of the consumer groups of e-commerce are mainly low-end ones, and the effect of high-end brands wanting to turn the electricity supplier down is not obvious. < /p >
< p > in addition, many brands of products "thousand products side" homogenization serious, inventory is increasing, it is difficult to break through, to increase the intensity of discount sales promotion, easy to fall into the decline of profits, and also reduce the competitiveness of products. If these old enterprises can not strengthen their R & D design, expand channels and respond to market changes, it will be difficult to completely change the situation of declining performance. < /p >
< p > < strong > change under the new mode < /strong >. < /p >
< p > facing the market predicament, how can we break through the emerging brand represented by 10000 shoe mall? < /p >
< p > "shoes mall" is also facing many challenges in the field of footwear O2O. First of all, it is relatively late to enter the electricity supplier by 10000 shoes. At present, the electricity supplier ecosystem is becoming more mature. Secondly, making O2O requires abundant business resources, Internet and mobile Internet infrastructure, and payment tools. According to the insiders, although the shoe mall will face all kinds of difficulties, compared with traditional retailers, they are too dependent on suppliers and other barriers in terms of distribution mechanism and execution level. The shoe is also a brand new business system. Therefore, the important thing is how to avoid these problems. < /p >
< p > it is learnt that at present, the offline entities of the 10000 shoe mall are being perfected. The shoe mall is authorized by the regional distributors to set up the physical store, using the uniform logo, trade mark, special external and interior design, uniform, advertisement, etc. The pricing of all commodities is unified by 10000 shoe mall, and distributors are only responsible for distributing commodities. There is no need to worry about the operational pressure due to price war. On the line of profit distribution, the results of online ordering in a region belong to the responsible regional distributors, and the ratio of rebates is much higher than the average level of the industry. This ensures the smooth operation level when promoting O2O. < /p >
< p > for China's O2O enterprises, the trillions of a href= "http://www.91se91.com/news/index_s.asp" > market < /a > is the next Taobao area, but at present, the market is still in the early stage of development, maybe a year, maybe two years. < /p >