Perspective Of Chinese Footwear Industry From "Shanghai Shoe Exhibition"

When will China be born?

What will be the channel pattern and terminal format of the footwear industry in the future?

In the past two years, the whole Chinese shoe industry has been greatly increased along with the continuous increase in operating costs, and foreign brands are aiming at China's huge consumer market, which brings about tremendous changes in channel mode and brand structure.

Besides the continuous development of department stores, chain shoes city and franchised stores, e-commerce, as a new channel mode, is increasingly playing a sensitive role in the whole shoe industry.

At the same time, we should not overlook a phenomenon: while China's footwear industry continues to enhance its influence and the Chinese market is increasingly attracting the attention of foreign shoe brands, China has yet to form an exhibition of finished shoes such as the "Milan shoe show" with international influence.

E-commerce is increasingly affecting the channel pattern of China's footwear industry.

After ten years of electronic commerce, the big bang came in 2010.

With the heat of capital, in addition to the integrated platform, comprehensive B2C business city, vertical B2C, network brand and other pure e-commerce enterprises, traditional retailers, traditional brand merchants, logistics companies, third party payment and other industrial chain related enterprises are pouring into the "new continent".

Shoe companies represented BELLE, Lining, Daphne, AOKANG and so on. They also scramble to expand their sales channels to the Internet and get huge returns.

2010 is the year when the electronic commerce of footwear industry takes off.

According to statistics, the total volume of women's shoes in the whole network of Taobao last year totaled 70 million 387 thousand, amounting to 9 billion 570 million yuan, and 18 million 388 thousand men's shoes, amounting to 2 billion 940 million, with a 100% increase in the fourth quarter, showing explosive growth.

And B2C electric business happy to buy 2010 revenue exceeded 200 million yuan, and financing 87 million dollars before and after, the revenue is expected to exceed 600 million yuan in 2011, shoe category online retail has entered a stage of rapid development.

At the same time, according to BELLE's Tao Xiu network responsible person, Taoxiu network holding BELLE's brand (BELLE, Staccato, he, Teenmix, etc.) "Internet" power, last year, net sales of more than 100 million yuan.

In early 2011, the American venture capital company injected a lot of financial support to Tao Xiu net, so that Tao Xiu network firmly strengthened its new thinking -- Based on the existing product line of BELLE, adding more shoes and leather goods brand shelves, making bigger and stronger Panxi network business platform, and becoming the "electronic version BELLE" holding the net goods brand group in one fell swoop.

"In Japan and South Korea's footwear market, online sales account for about 40% of the total sales, and the European and American markets exceed 10%, while China is less than 1%."

For the vast majority of shoe companies, e-commerce is already aware of the influence of the future path of the footwear industry. Now it is urgent to know how to find out the suitable mode of e-commerce development according to the current situation of their own enterprises: to set up an e-commerce platform, or to cooperate with mature e-commerce websites. For e-commerce websites, enriching the diversification of brands and shoes is also an important factor to enhance the competitiveness of e-commerce websites.

The reporter learned from the recent "Shanghai Exhibition" that the CEO and footwear companies of e-commerce websites such as Holle, Le Tao, Jingdong mall, Tao Xiu net and other e-commerce websites were invited to hold an e-commerce forum. The purpose of the exhibition is to jointly analyze the operation ideas and the future development trend of e-commerce in shoe enterprises.

Two, the essence of shoe industry is fashion industry.

China's shoes and apparel industry has not yet formed a mature fashion industry, and it can not compare with the developed western countries in terms of bargaining power.

In an interview, Hong Huang even made a very sharp assertion:

"China has no fashion industry, only manufacturing industry.

The core of fashion is design, and we do not even have access to the core from its core.

We can only play a trick on them, cocktail.

So we can digest foreign information only two times.

There are also ignorant and bold people who dare to make comments, but basically they are shit. "

For China's shoe industry, the reason is the present situation.

On the one hand, it is because of historical reasons that Chinese fashion concept is far behind western developed countries, even later than Japan and Korea.

Although the formation of Chinese fashion concept is relatively late, there is no shortage of fashion industry in China's history.

"China is even the world's largest luxury country, not to mention the popularity of silk from the Western Han Dynasty in the whole world. In the Wei and Jin Dynasties, the clothing of the aristocratic men and women was imitated by the Japanese royal family. It was far from being influenced by our recent Kang Qian flourishing age. That is, the products of Siam (Thailand) and Europe were also despised by China's big rich family. Eight countries invaded China, and they saw the wealth of China. The the Summer Palace, known as the garden of Wan Yuan, had all the treasures of the world, and a faucet was priceless.

It can be seen that China is not only the first luxury country, but also a big fashion country.

The essence of footwear and clothing industry is fashion.

The concept of fashion in Chinese mind will become clearer with the progress of the times.

For China's footwear and leather industry, the upgrading of design capability is still the key to the whole industry.

We have to admit that China's footwear industry has a dominant position in the world shoe industry with strong manufacturing advantages. However, it can not have the international brand discourse right because of its popularity and lack of innovation.

Reporters from the "Shanghai shoe exhibition" to create "think of China, design the future", seasonal footwear fashion show, and other activities are not difficult to find, are for the designers at home and abroad to provide a platform for exchange, to provide opportunities for enterprises.

Through these series of activities, we advocate the atmosphere of fashion design, and then form the habitual mode of thinking of the whole industry, effectively promote the upgrading of Chinese footwear designers and improve the brand design ability, and solve the basic problems of weak innovation in China's footwear industry, thus promoting the development of China's footwear industry.

Three, the upgrading of China's footwear industry requires horizontal and vertical efforts.

The so-called horizontal, that is, the whole industry of different individuals; the so-called vertical, that is, any enterprise, from enterprises to agents, to terminals, and so on a whole chain of different links.

The upgrading of the whole industry will inevitably require a normal exchange platform between different enterprises at home and abroad, between enterprises and channels. Professional trade shows will play such a central link, and will take the perfect fusion of the brand and channel of the shoe industry.

According to Mr. Xue Lijun, general manager of Shanghai Baicheng business service company, "Shanghai shoes exhibition", the number of international brands participating in Shanghai exhibition has increased by 30%-50% per year in the past two years.

The number of international brands in this exhibition is more than 60% of the total, and for the first time exceeds the number of domestic brands.

This reflects the importance of the international brand to the Chinese market, and on the other hand, it reflects the underestimation of the domestic shoe market's competitive environment in the domestic market.

Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association, also believes that due to the short development time, the short board of Chinese shoe enterprises is mostly manifested in weak R & D design, unstable channels and lack of professional management.

It is also these short boards that lead to the weak bargaining power and low added value of the domestic brands, thus restricting the development of the brand and the vicious circle.

In order to develop the footwear industry in China, we must first strengthen interaction and communication among shoe manufacturers. We should always pay close attention to the market structure of footwear industry at home and abroad. We must have a positive spirit and a sense of urgency.

Holding international exhibitions such as the Shanghai shoe fair, for domestic enterprises, this is an open field of vision and an understanding of the operation mode and product characteristics of different enterprises under different cultural backgrounds.

China's shoe enterprises must enhance their own vision and understand the footwear industry structure and development trend of the whole world.

On the "Shanghai shoe exhibition", the CEO summit of China footwear industry, the major footwear giants in China are engaged in ideological confrontation. In such an ideological collision, the future development path of China's footwear industry is bound to be clearer, and the painful period of shoe industry pformation will undoubtedly be greatly shortened.

Four, China's footwear industry needs a China's "Milan shoe show".

Whether it is to break through internal and external troubles, or to achieve rapid pformation and upgrading, the footwear industry jointly appealed to one China's "Milan shoe show" to provide decisive business opportunities for customers, build multi modal business contacts, display brand image and enhance brand value.

　　在这种情况下，由商务部特别支持，中国百货商业协会主办的“上海鞋展”接下了这一重担——坚决贯彻国家政策方针，一如既往地促进国内外鞋业皮具品牌深耕中国市场、互惠合作，集结130多种品牌例如adidas、NIKE、GEOX、Enrico Coveri、HISPANITAS、NINO RIVA、FEGLAR、SCOTCH GRAIN、Pionero、PLAYYELY、co—ba k’s page k’selection、BOSSERT、HARUTA、Rieker、BGILIO、CARVEN以及国内一线品牌百丽、奥康、康奈等，数千家大型百货渠道商，300余家鞋城代表，以及10000余名全国优秀代理商及零售商，与不同发展阶段的企业进行封闭式无缝对接;同时，通过招商大会、高峰论坛、设计师沙龙、绚·彩2011年秋冬潮流新品发布会、独家数据发布等一系列活动，力保参展企业产品推广力度最大化，商务合作机会最大化，品牌宣传效果最大化，信息交流范围最大化。

Chu Xiuqi, President of the Chinese Department Store Association, said: "the Milan international shoes exhibition is sponsored by the Italy Footwear Manufacturers Association. The Chinese Department Store Association, which has special support from the Ministry of Commerce, has the responsibility and ability to build China's" Milan shoes exhibition "and shoulders the main task of boosting the development of the national brand. This is also a favorable trend. The Chinese market needs a specialized, high-quality and international shoe exhibition to enhance the product development, channel docking and marketing promotion capabilities of the enterprise.

Xue Lijun, general manager of Shanghai Baicheng Business Service Co., Ltd., a Shanghai footwear exhibition organizer, said: "we have always been in line with MICAM, including exhibition design, professional audience invitation, investment form, activity planning and service mode. It has also received good results, attracting famous brands from all over the world to participate in the exhibition, mainly in Italy, Spain, Japan, France, Germany, Portugal, Singapore and other countries and Mainland China, Taiwan, Hongkong, and other regions of the finished shoes and leather products."

It is reported that the last exhibition has won the praise of the exhibitors, the purchasing managers of department stores, and the leaders of chain shoe city.

This year's exhibition, whether it is the level and quantity of the exhibition brand, or the structure and quantity of the professional audience, has made a very big breakthrough on the basis of last year.

I think, with the constant attention and efforts of the whole industry, such professional shoes exhibition such as Shanghai Shoe Fair will become China's Milan shoe exhibition in the near future.