1. Analysis of the current situation of women’s shoes Market in China. According to the survey data of AC Nielsen, a world-famous market research company, the total consumption of China’s women’s shoes Market in 2006 was 6 billion pairs, and the total market consumption reached 210 billion yuan, and the rapid growth rate was 12% for ten consecutive years. China has become the world’s largest consumer market for women’s shoes for 12 consecutive years. 1n the next 10 years, the women’s shoes Market in China’s small and medium-sized cities will develop at an extraordinary speed, with a huge market capacity beyond the imagination of businesses. By 2010, the total consumption of women’s shoes will exceed 8 billion pairs, and the total market turnover is estimated to be as high as 300 billion yuan. This group of amazing data is enough to prove that there are huge business opportunities behind women’s shoes
through three years of continuous visits to shoe consumer markets in Beijing, Shanghai, Hangzhou, Changchun, Dalian, Ningbo and other cities in China, it shows that at present, China’s domestic women’s shoes brand market is scattered, lacking due norms, especially the women’s shoes market, enterprises rarely pay attention to service links, lack of long-term planning, brand marketing and service marketing concepts, Rarely think about how to win repeat customers. A large number of homogeneous brands, single style. The style, design, technology and brand added value of domestic women’s shoes brands are difficult to meet the growing needs and aspirations of the mainstream class. The mainstream consumers represented by middle-class women, whose deep consumption demand has been suppressed and ignored for a long time, women’s shoes market needs reliable brands
at present, the international brands of Chinese women’s shoes market mainly come from 1taly, France, Germany, etc. the differences of European culture and Asian cultural values and consumption views make their products not completely suitable for Chinese women, and the high price virtually refuses a large number of Chinese consumers. What Chinese women need is a brand that suits them< (1) analysis of the current situation of Beijing market Beijing department store, Cuiwei building, Chang’an shopping mall, Baisheng shopping center, shuang’an shopping mall, anzhen Hualian, Zhongyou department store, Fuchengmen Hualian, Saite shopping center and Yansha shopping center cover the East, South, North and south of Beijing The West and North regions are representative. Moreover, its consumption level covers a wide range in age, income, culture, occupation and so on. 1t also has a certain representativeness in the consumption field of high-end women’s shoes in Beijing< (1) the origin of women's shoes brands in Beijing market. Among the ten shopping malls surveyed, there are 77 women's shoes brands in terms of domestic brands, Guangdong brands ranked first in Beijing shopping malls, accounting for more than 42% of the market coverage; Shenzhen brands ranked second, accounting for 16% of the market coverage; Jiangsu brands ranked third, accounting for 90% of the market coverage; Shanghai and Taiwan ranked fourth, accounting for 7% of the market coverage; Guizhou and Fujian ranked fifth, accounting for 5% of the market coverage. Foreign agent brands from 1taly ranked first, accounting for 48% of the market coverage; French brands ranked second, accounting for 19% of the market coverage; German and Spanish brands ranked third, accounting for 9% of the market coverage; American brands ranked fourth, accounting for 6% of the market coverage; Denmark, South Korea and the UK ranked fifth, accounting for 5% of the market coverage in contrast, brand personalization from abroad is more prominent. Although nearly 60% of the origin is from Guangdong, due to the long time of product development, the emphasis on brand design and the high confidentiality of design, there are almost no products of the same style among brands, which also reduces the competition for end consumers (2) the stability of brand women’s shoes in Beijing market is strong the research results show that the stability of brand women’s shoes in Beijing market is very strong. Most brands that consumers are familiar with have entered Beijing for more than six years, and the annual sales growth is more than 20%. Stable sales bring consumers and shopping malls a certain degree of credibility, especially for a newly opened shopping mall, when choosing women’s shoes brands, the discount rate given to stable brands is far lower than that of other brands. Similarly, when many brands consider whether to enter a shopping mall, it also depends on whether there are these well-known stable brands< (3) the coverage rate of various brands in shopping malls most brands have reached more than 50% in shopping malls, and some brands such as Belle, ocaso and Aibu have reached 100% market coverage rate, and almost entered all large and medium-sized shopping malls in Beijing. At present, these brands are in the form of entering shopping malls, and there are basically no exclusive stores of course, there are some special cases: Although the market coverage rate of Shanghai brand Daphne in Beijing shopping malls is only 20%, the market coverage rate in Beijing is very high. According to the survey, “Daphne” has monopolized a good part of Beijing market in the form of exclusive stores since 2002. The number of exclusive stores has reached more than 2-3 times of that of stores in stores< (4) the best time for sales of women's shoes on holidays in the past year’s follow-up survey, the off-season sales of women’s shoes in 10 shopping malls are basically in July and August, and the best time for sales is new year’s day, Spring Festival, may day, November and the celebration period of shopping malls, 1t covers an area of about 30 square meters and is about 150000 square meters. Although the best sales time of brand women’s shoes is not very long, only a few weeks or so, the brand sales in peak season is 2-3 times of the usual sales. So most women’s shoes brands will not let go of this good period, basically will participate in the promotion, discount, coupon and other activities of the mall. Although some small brands will not make profit in participating in the activities, it is an opportunity for product sales. Small brands will also actively participate in all activities of the mall2. Market analysis (1) business status of brand women’s shoes in Beijing among the 77 brands investigated, 20 are leisure brands, accounting for 35% of the total brands, 57 are professional brands, accounting for 65% of the total brands, of which 6 are domestic leisure brands and 52 are professional brands; Foreign agents accounted for 19% of leisure brands and 23% of professional brands. This data fully shows that the sales volume of professional women’s shoes is much higher than that of casual women’s shoes at this stage. However, after a more detailed market analysis, we also found that the growth rate of leisure Women’s shoes has exceeded that of professional women’s shoes in recent 3-4 years, and the demand of consumers for leisure shoes has increased by 10% – 20% every year, Especially in the high-end women’s shoes market, the demand for leisure shoes is far greater than that of professional women’s shoes. This is a phenomenon worthy of enterprises’ attention, and it is also the original basis for enterprises to adjust their product lines< (2) assimilation of similar products 1. assimilation of raw materials in the follow-up survey of all women’s shoes in 10 shopping malls, the selection of raw materials for products with similar prices is basically the same, whether in spring and summer or in autumn and winter, such as leather, soles, heel materials and accessories. Most of the leather materials of women’s shoes in China are calf and sheepskin, but not all of them are top leather. As a result, some consumers who choose pointed style women’s shoes will soon wear off the leather of the toe part, making the brand lose credibility. For enterprises, it is not worth the loss in contrast, the brands of foreign agents are full of personalization in terms of raw materials and overall feeling. 1t’s hard to find the same product between them. Of course, it is also the high quality of personalized and raw material selection that makes the price of agent brands much higher than domestic brands. However, the results of the survey give us a surprise: in terms of sales volume, the sales volume of the agent brand is affected by the price, but the final sales volume (compared with the daily flow of a store with the same area) is not lower than that of the domestic brand â‘?process convergence since most of the products come from Guangdong Province, the process convergence of products naturally occurs. This phenomenon cannot be changed by the current shoe industry. This market research confirmed the fact that many well-known brands do not have their own factories. 1n this case, most of them complete the processing in the form of placing orders. From the perspective of market segmentation in the future, this is undoubtedly the right brand road. But just because of this, the brand will know less and less about the process update and technology, and completely give it to the processing enterprises that only do factories, and the processing enterprises will not only take orders from one. Therefore, the convergence of product technology has become an inevitable trend. Few brands list technology in their annual investment plans on the contrary, the investment of foreign agent brands in this field is increasing every year. There are not only specialized scientific and technological personnel to carry out research work, but also experienced doctors to cooperate to discuss the science of shoes and feet. For example, “Aibu” has set up a research center in its headquarters in Denmark, researched and tracked the feet of different nationalities, and developed “Aibu” shoes that are completely suitable for Chinese feet. This is the main reason why the “Aibu” brand ranks first in China’s sales â‘?the design tends to be similar in this year’s products, we can clearly feel that the fashion trend of women’s shoes is retro style, and the last type is mainly round head. More than 70% of all women’s shoes brands have the same product design, and 10% of women’s shoes of all brands are reserved, that is to say, only 20% of the products have independent design language, and these 20% are not the best-selling products of women’s shoes of all brands of course, some women’s shoes brands have their own design concepts. For example: “kiss the cat” in recent years, with the advantage of slope heel shoes, has made the brand well-known, making the sales grow rapidly, ranking first and second in many shopping malls. 1n addition, “milrino”, a popular brand among middle-aged and elderly women, has kept its style positioning and design concept unchanged for many years. Although its sales ranking in various shopping malls is not at the top, its sales have been rising steadily and more and more people of different ages love it< (4) display tends to be the same. (4) it's really a hard work to investigate the display problem. 1n addition to some differences in the material and color of the board, there seems to be no more differences in the display of shoes. Most of the women's shoes brand display is not prominent in the visual impact. 1f you don't come to the counter with a small sign of "new products", you really don't know which are new products; Which is the focus of this quarter to push the money; What are the discount products. The art of display is greatly neglected here (3) the current situation of management mode in the face of terminal research, we can analyze many problems from the overall operation and management of the company. For example: