China is the world's largest footwear product manufacturing base and the world's largest footwear product consumer market. With the further acceleration of China's urbanization process, footwear sales will also accelerate growth. China's women's leather shoes industry has been evolving on the basis of processing and production. In the mid and late 1990s, a group of brand women's shoes enterprises grew rapidly with their relatively clear brand strategy, product strategy, business strategy, marketing network and supply chain coordination and other advantages. After more than 20 years of development and accumulation, they have become the leader of the domestic consumer market and meet the needs of Chinese women The diversified demands of sex consumers for fashionable shoes are the main direction of design and production.
Analysis on the industrial chain of women's shoes industry
The upstream industries of women's shoes manufacturing industry are textile fabrics, leather, synthetic materials and rubber, PU, PVC, etc. The upstream and downstream products have a high degree of relevance, and the development of women's shoes manufacturing industry has driven the development of many industries in the upstream. The price changes of various industries in the upstream supply chain are closely related to the women's shoes industry. Once the cost of upstream raw materials rises, it will drive the cost of the women's shoes industry to rise. Whether it is the change of import and export or the price of materials, it will affect the development of the women's shoes industry to a certain extent. The imbalance of supply and demand caused by the output changes of leather, rubber, fabric and plastic stool raw materials in the society will affect the women's shoe industry as a whole. The downstream industry of women's shoes is the retail industry of women's shoes. The development of retail industry and the consumption expenditure of residents will drive the consumption and production of women's shoes.
The market scale of China's women's shoes industry will exceed 190 billion in 2018
From 2007 to 2012, the domestic women's shoe industry overall maintained rapid growth, and after 2012, the industry entered the adjustment period. After 2012, affected by the slowdown of economic growth, the rise of e-commerce channels and the reduction of department store channel passenger flow, the women's shoes industry fell into a downturn period of fierce homogenization competition and sluggish sales. After five years of adjustment, from the fourth quarter of 2016, with the consumption upgrading and new retail wave surging, the downstream demand gradually picked up, and the women's shoes market showed a gradual recovery trend.
According to the statistical data of the analysis report on the production and marketing demand and investment forecast of China's women's shoes industry issued by the prospective industry research institute, the market scale of China's women's shoes industry in 2010 has reached 119.1 billion yuan, and the market scale of China's women's shoes industry in 2012 has exceeded 150 billion yuan. In 2016, the market scale of China's women's shoes industry declined. By 2017, the market scale of China's women's shoes industry had grown to 184.5 billion yuan, an increase of 4.12% year on year. It is preliminarily estimated that the market scale of China's women's shoes industry will exceed 190 billion yuan in 2018, reaching about 190.4 billion yuan, an increase of 3.2% year on year.
Fashion women's shoes vs sports women's shoes top 10 brands in China compete
Compared with the brand competition pattern in 2012 and 2017, after five years of training, Nike took the place of belle to win the top 1 position. The number of women's sports shoes brand seats in top 10 increased from two seats to six seats, the market share of women's sports shoes brand in top 20 increased from 9.6% to 15.7%, and the market share of fashion women's shoes brand decreased from 25.8% to 16.5%.
At the same time, Skye, new balance, zhuoshini, Dadong replace shoe cabinet, Qianbaidu, Saturday, 361du entered the top 20. Among the new brands, Skye is precisely positioned in the middle tier of Nike, ADI, UA and Anta, Li Ning and Tebu. With two trumps of primary runner's walking shoes and panda shoes conforming to the trend of sports and leisure, Skye quickly takes market share. The popularity of new balance sports + lifestyle shoes drives the brand's performance to improve year by year; The local brands zhuoshini and Dadong quickly occupy most of the market space of low-end cities in a few years with the help of fashionable styles and extremely low pricing.
Sports women's shoes vs fashion women's shoes, the trend of concentration of each market segment is greatly different
From the perspective of market segments, the trend in recent years shows that the concentration of fashionable women's shoes has declined and that of sports women's shoes has increased. The performance of the segment market is that since 2013, the concentration of fashion women's shoes has been declining year by year, among which the percentage of Belle International and market share has declined by nearly 5%; the sports women's shoes market presents a completely different situation, corresponding to which, since 2013, the concentration of sports women's shoes has gradually increased, and the leading enterprises such as Nike have significantly increased. In recent years, the popularity of sports style has a great impact on fashion women's shoes enterprises.
The construction of consumption channels - the surplus of offline consumption channels and the rapid growth of online consumption channels
At present, physical stores such as street stores and department stores in China's women's shoes industry are still the main marketing channels, but in recent years, the offline channels are obviously impacted by the online channels, the benefits are declining, and the prosperity is not the same as before. Daphne, for example, closed 3785 physical stores in 2015-2018, lost 2.758 billion Hong Kong dollars in four years, and its market value has declined from 19.5 billion yuan at its peak to 500 million yuan today.
Now Daphne has been hit hard by performance. According to the analysis of professionals, the main reason for Daphne's closing is that the store expansion is too severe and the footwear industry is in a state of excess channels.
Different from the surplus sales channels of offline footwear industry, e-commerce channels have witnessed rapid growth. According to professional data, the sales growth rate of footwear industry in the field of e-commerce is as high as 20%. At present, the main force of online sales of footwear industry comes from the economically developed southeast coastal cities. In the future, with the popularization of Internet in the Midwest, online sales of footwear industry will also usher in a new round of outbreak.
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