Analysis Of The Development Trend Of Chinese Women's Shoes Market In 2014

BELLE's net profit growth slowed to 4.43%, Daphne's net interest rate is expected to drop to a single figure, and Saturday and 100% net profit decline of more than 20%, which is the four largest domestic company. shoes Basic financial data released by Listed Companies in 2013. At the China ASEAN shoes marketing conference held recently, Li Bin, Deputy Secretary General of the Pearl River Delta women shoes Marketing Association, said that since the second half of 2012, China's women's shoes industry has entered a channel of slowing down in marketing and profit growth. More people in the industry analysis, 2014 women's shoes market will continue to show a downturn, the next 3 years will be the key period of the survival of the fittest in women's shoes industry.

In 2013, the days of Chinese women's shoes manufacturers really had a hard time.

The image of laurel goddess in S.H.E was deeply rooted in the hearts of the people. Daphne The business in 2013 was in a low ebb. Its performance Bulletin released in January 20th showed that sales of Daphne's core brand in the same store fell 10.4% in 2013, and its core brand business in the fourth quarter of last year fell by 5.4% year-on-year. On Saturday, it also said that the company achieved operating income of 1 billion 882 million yuan in 2013, an increase of 19.94% over the same period last year, and the net profit attributable to shareholders of listed companies decreased by 28.95% over the same period last year. The BELLE international financial report, which is based on footwear, shows that in 2013, its operating income was 36 billion 250 million yuan, an increase of 10.3% compared with the same period last year. The sales volume of footwear increased by 5.9% over the same period last year, and the growth rate of footwear agency declined significantly. Its footwear agency brand also appeared the first negative growth in 4 years.

Multiple plight forced women's shoes giants to "tighten their belts" to live, compress stores and actively expand their online businesses.

In the first three quarters of 2013, Daphne stores basically expanded, but in the fourth quarter, they closed down their stores directly, and the number of outlets decreased by 222, and the number of franchisees decreased by 23. In 2012, 418 stores were added, but in 2013 it dropped to 120.

In fact, growth is slowing down not only in offline stores, but also on the Internet. This is a sign of weakness in consumer demand.

Wang Enbin, director of public relations of BELLE International's shopping website excellent purchase network, said in an interview with reporters: "the sales volume of the super purchase network increased by more than 50% last year, and this figure reached 100%~200% in the first two years."

For brand women's shoes, the Internet has different advantages than physical stores.

"For the two or three tier cities, many women's shoes" sink "can not go down, not enough physical stores. Wang Enbin said. In addition, online shopping has also increased the choice of consumers.

Industry insiders believe that in 2014 Women's shoes Market Will continue to show a downturn, the next 3 years will be the critical period for the survival of the fittest in women's shoes industry, leading enterprises will also reduce the expansion speed of stores, and at the same time, strengthen the promotion efforts in the field of electronic commerce, in order to minimize costs and maintain profit margins.