Will the brand collection store be the direction of the shoe enterprise channel?

Whether it is more street-shop mode, Daphne, which is positioned as a popular popular brand, is also the mid-end shoe brand of Belle, Saturday, and Thousand Baidu, which are the main shopping malls and shopping malls. These were the 70s and 80s consumers. The favorite traditional women's shoes brand, now seems to be facing the operational dilemma without exception. It now appears in the public eye and is often associated with words such as “closed stores,” “slow performance,” and “loss”. Throughout these domestic footwear brands, under the influence of factors such as consumption upgrades and brand aging, domestic footwear industry, especially domestic women's footwear companies, have indeed fallen into a downturn. How to restore the hearts of consumers and let the performance against the trend has become the main problem faced by these brands.

Transformation results are slow

It is understood that the number of Daphne stores decreased by 999 in 2016. From June to August last year, Belle Group closed 276 stores in the Mainland. In addition, Saturday also joined the "closed shop tide", closing 131 stores in the first half of last year.

Faced with the bottleneck of survival, the “self-rescue behavior” of traditional women's shoes brands has not stopped, and they have accelerated the pace of transformation and upgrading.

In March 2016, the official name of “Foshan Saturday Footwear Co., Ltd.” was changed to “Saturday Co., Ltd.” on Saturday, weakening the industry positioning and laying the foundation for diversified development. In June 2016, the fashion industry M&A fund established on Saturday was held. Guangdong Nanhai Yingshi Tongda Technology Co., Ltd. has been involved in R&D, production and sales of FPV glasses, as well as VR content research and development; in July 2016, it was jointly held with Guangzhou Lanshi Investment Management Co., Ltd. and Xinyu Chuangjia Investment Management Partnership on Saturday. Established Beijing Olifan Star Industry M&A Fund, mainly engaged in social media integration services and brand IP incubation. Although Saturday's efforts to save performance are frequent, it is still difficult to improve on the road. On the whole, the company's main business is not strong, and the sideline business has little effect.

According to the reporter's understanding, at present, in order to adapt to the trend of more and more commercial shopping malls, Belle Group began to integrate all the brands of the group in one store to create a “group brand collection store”, such as the MAP of Belle Group. Through the collection store, the various brands are brought together to display as many products as possible in a relatively small area, adapting to the requirements of the current shopping center for the renting capacity and the input-output ratio, so as to achieve the maximum effect in the limited operating area. Purpose.

When visiting the MAP store in Xidan Joy City, Beijing, the reporter found that the store really gathered the brands of Belle, but compared with the neighbors of Joy City, Juntai Department Store, the types of shoes in each store are relatively independent. The shoes are slightly smaller. Ms. Zhang told the China Business Daily that because there are not many types of shoes in the Joy City collection store, I always want to go to Juntai Department Store to see if there is a more satisfying style.

It is understood that in order to save performance, Belle has long planned its cross-border transformation. In 2013, it signed an acquisition agreement with LAUOI, which refers to the high-end fashion apparel market. Earlier last year, Belle International announced the acquisition of a 29% stake in the Italian denim brand Replay parent company Fashion Box SpA. At the same time, well-known Nike, Adidas, Hummer, Converse, and clothing brands moussy and SLY, etc., Belle has agents. However, the growth of the apparel sports brand is still not enough to make up for the decline in the footwear industry.

Thousands of Baidu entered the toy market with the full liberalization of the two-child policy, and announced in October last year that it plans to acquire the oldest toy store in the UK for £100 million. Thousands of Baidu said that it hopes to rely on toy stores to make up for the decline in performance, but the current results remain to be seen.

For the various layouts of shoe enterprises, an analyst from CITIC Jiantou said: "In the context of the performance of the 'ceiling' of most shoe companies, the diversified layout is conducive to increasing the profitability of the company, thus supporting the continued growth of performance. If there is a blind layout and there is a lack of fit between the various businesses, it will be easy to lose sight of it.” The analyst also said that even the transition needs to go through three to four years of pain, so the trend of Chinese shoe enterprises’ profit decline may continued. ”

Returning to product innovation is the key

Once Daphne invited the most popular idol group SHE to endorse its brand, endorsement ads spread all over the streets, consumers are buying. Nowadays, although Nicholas Tse is invited as the creative director, Jeon Ji-hyun is the endorser, but the popularity of the popular shoe king Daphne is still continuing.

For Daphne and other traditional women's shoes brands gradually decline, the industry pointed out that this is largely due to the traditional brand innovation ability and design ability of Daphne and other weak, unable to keep up with the speed of today's mainstream consumers.

During the visit, the reporter also found that the traditional shoe brand is more serious in imitating big names. Adidas launched Stan Smith, a white sneaker in the streets and all over the street. The price is more than 800 yuan. Similar style reporters found the price in the Belle shoe store at 500 yuan. Ms. Li told reporters that the difference between the two pairs of shoes is not a few hundred dollars. Why not buy a pair of original brands, but buy a pair of similar ones.

Industry analysts pointed out that the traditional human resource intensive industry has been eliminated by the times. Insufficient overall innovation capability and serious product homogeneity. “One series of several styles sells for the first quarter” and “does not pay attention to brand building”, the loyalty of customers will naturally decline.

This phenomenon seems to have become the norm of the domestic footwear brand, and some niche design-oriented footwear brands are breaking through. For example, the 73-hour high-heeled footwear brand started on the Internet. It was originally spread through Internet Red, sold in micro-stores and Taobao, but now it has been settled in Shanghai Jiuguang Department Store, Beijing Hanguang Department Store and other physical stores. Prices are also above 1,000 yuan, but consumers still pay for it. The reason for paying the bill is simple, comfortable and stylish, and the probability of hitting the shoes is not high.

To improve the performance of the group, we should not blindly pursue transformation, but should work harder from the product itself.

Gucci hit a beautiful turnaround. According to the fourth quarter and full-year financial report released by the French Kaiyun Group, under the great reform and innovation of creative director Alessandro Michele, Gucci continued its outstanding performance in the fourth quarter ended December 31 last year, with sales revenue of 21.4. % increased to 1.342 billion euros.

Some analysts say that Gucci is no longer the brand of handbags that only rely on shield badges. The fun of Alessandro Michele has attracted a large number of young consumers.

In addition to the successful reform of the product, Gucci has also become the best luxury brand in marketing last year. Gucci's marketing focuses on product design, and innovation is still the driving force for the growth of luxury brands, but it must be practical marketing creativity.

Modern consumers want more than just a commodity, but the value behind it. At present, the domestic brand footwear market is almost monopolized by several major groups, but the brand homogenization between shopping malls is serious. It may be wise to learn Gucci's efforts in products.

According to industry insiders, in the Internet era, the cost of replacing consumers' choices is too low. Brands must maintain long-term vitality and attractiveness. It is necessary to maintain a certain degree of richness and change. "You can notice that the low-end is cheap. Products and expensive high-end products are still active, while mid-end products are in a dilemma. When prices are not enough to attract consumers, they can only rely on increasing the characteristics of the products themselves to achieve the deal."

Xiong Xiaokun, a light industry researcher at China Investment Consulting, said that the women's shoes brand is fiercely competitive. If you want to break through, you must aim at the needs of consumers. Only when consumers are just “right”, consumers will buy it.

Socks Machine

Socks Machine,Sock Knitting Machine,Plain Socks Making Machine,Terry Sock Knitting Machine

Shaoxing Shiffon Textile Co., Ltd , http://www.shiffontex.com