Shoe Industry Channel Change Challenge Reverse Thinking

The traditional retail channel has brought great glory to the brand enterprises, and has also made many giants in today's footwear industry. However, the impact of the electricity supplier has overturned the original pattern. The new generation of consumers has fully accepted the online shopping mode of consumption, and the department stores are over concentrated, the increasing supply and the relatively limited demand are becoming increasingly prominent, and the disadvantages of the traditional retail channels are more prominent.

Under heavy pressure, shoe companies are seeking change, channel integration, diversified pformation, and technological exploration.

"Thin body" has become one of the key words of the 2016 shoe industry.

Recently, according to the operating data released by Daphne International Holdings Ltd (hereinafter referred to as "Daphne"), the sales rate of Daphne and shoe cabinet in the company's core brand business decreased by 11.7% in 2016, and the number of sales points decreased by 999, including 810 Direct stores and 189 franchisees.

Daphne closes nearly a thousand shops, is only a miniature of the shoe industry's 2016 year's closing shop tide, also reflects the brand shoe enterprise line under the channel's regret.

Department stores, shopping SHOPPING MALL, boutiques on the street...

The big battle forts that brand shoe companies rely on for a long time are weak in sales and become the main reason for major brands to close their stores.

Peter T. Mangione, the former chairman of the US footwear wholesale Retailers Association and the president of the global footwear cooperative consulting company, has repeatedly criticized the Chinese department store's "two landlord" business model when it entered the leather industry forum. It said that 100 stores charge high debit and store fees, etc., not only exacerbated the burden of shoe companies, but also shifted costs to consumers.

Jing Linbo, director of the Chinese social science evaluation center of the Chinese Academy of Social Sciences, is more sharp.

"Commercial products should collect, customize or design their own products and master the whole value chain, but now the department store's business model has distorted the essence of business."

Jing Linbo said.

From this point of view, shoe enterprises' "downsizing" is not necessarily a bad thing. It is also an adjustment strategy for shoe enterprises to re integrate channel resources. But closing the store, how to maintain or increase market share by increasing online revenue or improving single store efficiency is a more severe challenge.

Compared with the lack of channels in the footwear industry, there are bright spots in the online channel data in 2016.

According to the data released jointly by the China National Business Association and China Leather Association, in 2016, 206 million pairs of men's leather shoes were sold online, an increase of 23% over the same period, with sales of 23 billion 284 million yuan, an increase of 16.3% over the same period last year, and the average price was 113 yuan.

The top three brands are playboy /PLAYBOY, camel /CAMEL and AOKANG /Aokang.

In 2016, a total of 378 million pairs of leather shoes were sold online, an increase of 17.8% over the same period, with sales of 38 billion 660 million yuan, an increase of 12.3% compared with the same period last year, and the average price of the leather shoes was 102.3 yuan.

The top three brands are Daphne /DAPHNE, Dadong /DD and Zhusi Ni /Josiny, among which Daphne /DAPHNE has the highest sales volume, reaching 4 million 80 thousand pairs; the top three brands are BELLE /Belle, Zhuo Shi Ni /Josiny and Daphne /DAPHNE, among which BELLE /Belle has the highest sales volume, reaching 473 million yuan.

At present, the whole line and retail integration system has become the choice of most brand shoe companies. The pioneers of the early layout undoubtedly have the opportunity, and the rise of a group of brands that do not win large scale and aim at personalization and fast fashion also overturn the original cognition of the industry.

An accurate grasp of the trend, a quick supply mechanism, and a precise positioning for the consumers have opened up a commercial blue ocean for them, and also become a beautiful scenic line for the bleak shoe and clothing market.

"Changes in current economy, consumption and production have prompted us to think."

The way to change in the future.

Times have changed, have we changed? I think shoe companies should think about everything from "where the consumers are and what they need" to push the change of shops, commodities and organizational structure from positive thinking to reverse thinking.

In the future, consumers no longer pursue low prices. The era of low prices has passed. They are more concerned about the value of commodities.

And as a salesperson, the best product is to find a manufacturer with the best idea, not to find the style. As a producer, we must find the most reliable seller.

Zhou Jiandong, the founder of intensive consultation, is right.

The pformation path of shoe industry channel has just started. "The traditional electricity supplier era that has been growing rapidly from the online based on the flow dividend has passed. The online and offline complementary advantages are gradually merging. The trend is that the price synchronization and the synchronization of the styles will become the norm. Under the line is the online drainage, the online provides the connection window for the line, the social activities are draining for the traditional electricity supplier, and the online or offline stores will have more brand enterprises to adopt gradually in the next one or two years."

Lu Hua, director of the shoes Committee of China Leather Association, analyzed and predicted: "in addition to traditional sales and brand image building functions, the entity stores more emphasis on service and experience functions, such as professional shoe selection recommendations based on foot scanning, customized mass customization and customization, personalized customization of special populations, and collocation experience based on virtual reality technology."

After a new round of shuffling, the spring that belongs to consumers will come true.

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