The Millennium Generation Began To Frantically Hoard Shoes, With 15 Pairs Per Man.

You can step on me, but you can't step on my AJ sneakers.

From "little white shoes" to "old shoes", shoes have become one of the most popular fashion products in recent years.

According to the "women's Wear Daily", a special group on the consumption trend of China's millennial generation of K11, an art shopping center, recently released a report that China's millennial shoe cabinet is expanding rapidly, with an average of 21.2 pairs of shoes per person.

The research is mainly on

As well as three cities in Wuhan, 2170 "BAT generation (the first batch of consumers who grew up with Baidu, Alibaba and Tencent Inc") were selected as the object of investigation.

Of all respondents, 69% were born between 1980 and 1994, while 31% were born between 1995 and 2010. The proportion of men and women was 32% and 68% respectively.

According to the survey data, the average female respondents had 24 pairs of shoes per person, while male respondents had fewer 15.5 pairs.

There are also obvious differences between different cities.

The millennials of Shanghai and Wuhan had 32.3 pairs of shoes and 23 pairs of shoes respectively, while Hongkong consumers had only 13.8 pairs.

In terms of footwear consumption, Shanghai people are also more enthusiastic than consumers in the other two cities.

In addition, in recent years, there have been some changes in the favorite footwear styles.

In early 2010, Chinese men were keen on buying popular flat shoes in the Korean market because of the booming culture of K-pop (Korean pop music).

It can be seen from the report that 1/3 of the 697 male respondents have at least one pair of flat shoes, and over 62% of them even have five pairs of shoes of the same style in the shoe cabinet.

However, with the development of the Korean wave in China and the vigorous development of the street sports market in recent years, flat shoes have lost their original attraction for younger consumers compared with the millennial generation.

According to the data, 80 percent of the men who owned the product accounted for 34% of the respondents, but only 20% of the 95 men said they had flat shoes.

Instead of rapid development.

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Before the 2015 marathon and all kinds of fitness programs, consumers' demand for health has been increasing, and sneakers are also moving into the eyes of young consumers.

The study also confirmed that each of the respondents had an average of 4.3 pairs of sneakers.

The trend of consumption trend has also brought great challenges to the shoe brands which are mainly traditional footwear, especially the brand of women's shoes.

In the past few years, BELLE, a Chinese women's shoe company, has been delisted, the Nine West Holdings of the US women's shoes, the bankruptcy of Inc. Holdings, and the decline of the traditional brands such as Daphne and the Millennium brand in the Greater China region have all given the traditional ones.

More warning brands also prompt these brands to comply with the millennial consumption habits as soon as possible to carry out brand pformation.

However, although the traditional footwear brands are not satisfactory, China's millennial footwear consumption level and consumption potential still present a good trend in China's shoe market.

according to

Statistics show that in 2016 alone, sales of Chinese footwear reached HK $451 billion 200 million (about 392 billion 100 million yuan). From 2012 to now, the average annual growth rate of China's footwear industry is 6%, an increase of HK $87 billion 500 million (about 76 billion 100 million yuan).

And this figure will continue to grow in the future. It is expected that in 2021, the mainland will continue to grow.

The value will reach HK $547 billion 800 million (about 476 billion yuan).