2018 Women'S Shoes Market Competition Pattern Analysis Two Important Trends Become The Key To Success

There are two important trends in the women's shoes Market: polarization of brand development, meticulous management and differentiated supply are the key to success.

The market for women's shoes is multi-layered, and the share of Sports Shoes Companies in the footwear market is rising, and women's shoes companies are dropping.

The domestic women's shoes industry is a highly market-oriented free competition industry. The entry threshold is low, small and medium-sized enterprises are scattered, and the market as a whole presents a multi-level competition pattern.

Four main factors, including the main consumer groups, brand positioning, product prices and marketing channels, can be divided into luxury market, high-end market, high-end market, middle end market and low-end market.

Judging from the competitive pattern of the industry, the proportion of the leading ten cities in the sports shoes industry is increasing while the share of the leading women in the sports shoes industry is declining.

Forward looking Industry Research Institute released the "2018-2023 years China women shoes industry production and marketing demand and investment forecast analysis report" data show that, from 2013-2016 years ago, the top ten brand shoes market share increased from 9.8% to 16.7%, while the ten top brand market share of fashionable women's shoes dropped from 26.7% to 24.9%.

In 2017, in the ranking of double eleven women's shoes, fast fashion and Amoy brands were listed, and sports brand and high-end brand status were stable.

There are frequent channels for women's shoes consumption, and the trend of brand development is obvious.

With the improvement of women's social status, modern women have more income and more opportunities, thus becoming an important group in consumption.

Therefore, the purpose of women's consumption is mainly due to a psychological need and life experience, which tend to pursue product value and self life style.

At present, the consumption of women's shoes presents three major characteristics.

Consumption upgrading.

The function of women's shoes has developed from a single protections to the expression of self individuality, which promotes the fashion to become fashionable and healthy.

Women consumers of different culture, income and age have different brand choices, price choices, style choices and style choices.

Consumption is frequent.

Women's shoes are women's daily life consumer goods, but also the daily interaction of the costumes.

Compared with men, women often buy shoes more frequently than men.

Women's low stickiness to the single style, high frequency of daily dress update, seasonal change, fast fashion direction, diversified life and the enhancement of women's social role strength speed up the purchase frequency of women; besides, the trend of changing brand consumption and cross brand shopping is also increasing.

Purchase channels increased.

Women's shoes belong to the daily fashion consumer goods, which mainly include department stores, integrated shopping centers, specialty stores, large supermarkets and online stores.

Because department stores have obvious advantages over other channels in shopping environment, brand choice, consumption convenience and quality assurance, they have become women buying brands.

The preferred place.

With the rapid development of Internet and mobile payment, sales through network channels are rising rapidly.

Looking ahead, there are two important trends in the women's shoes Market: polarization of brand development, meticulous management and differentiated supply are the key to success.

The polarization trend of brand development is highlighted.

The change of consumer demand will lead to dumbbell growth in the market, the trend of consumer polarization is obvious, the growth of high-end brands and middle and low-end brands is fast, while a large number of intermediate brands show a sharp decline.

Over the past few years, driven by the luxury market as a whole, light and extravagant women's shoes with a strong sense of design are growing at a higher rate. With the increasing purchasing power of consumers and the richer and more rational purchase demands, luxury goods will gradually give way to high-end design brands with reasonable prices.

At the same time, due to the increasing awareness of consumer fashion collocation, the brand of women's shoes with a heavy style has developed rapidly in recent years.

Many local brands compete fiercely in the middle and low end, focusing on the fashion and cost performance of products.

Construction of fine commodity management and supply differentiation capability will become

The key to leadership.

When

Rapid market response, precise planning ability and regional development as a mature market.

The differentiated supply capability of demand is the core competency that industry leaders must possess.

In recent years, the function of commodity planning has been successfully introduced into women's shoes enterprises. Some successful companies have successfully achieved the successful docking between business, R & D and commodity operation, and the function of commodity planning has increasingly become the central function of brand operation, and it is also the fundamental solution to the problem of inventory of shoes and clothing enterprises for a long time.

Competition in the future is no longer competition among brands. The competition at the store level will become the focus of optimization. Excellent women's shoes enterprises are trying to optimize their own store classification and classification system. In the future, commodity matching strategy based on regional market demand will become the key to the success of stores.