What Are The Different Performances Of Chinese And German Shoe Retailing?

Germany is Europe's largest consumer of footwear.

During the exhibition, shoes world reporters visited two cities in Germany, the fourth largest cities in Germany, Cologne, North Rhine, Westphalia, and Dusseldorf.

In these two cities with strong commercial atmosphere, peeping leopards and discovering Germany

Retail market.

The consumer market in Europe is more mature, and Germany is no exception.

The shoe retail market here is mainly based on large stores, and shoes brand stores are rarely seen.

Brands such as Ecco, LACOSTE, Clarks, GEOX, ESPRIT, Adidas, Nike and so on are basically sold in different grades of hypermarkets.

In boutique stores, each brand has its own display counters, while in some mid-range stores, each brand has no showcase and is sold at one meter counter.

China and Germany are quite different in the retail trade of shoes.

1, brand store VS hypermarket

As mentioned above, unlike a brand exclusive store on a pedestrian street in China,

The shoe retail industry is mainly based on comprehensive hypermarkets.

These chain store stores are more crowded, with more than three stores and an area of 1000 -3000.

Different stores, different positioning, and jointly form a brand level, scattered shoes of the retail market.

2, decorative window VS practical window display

If the domestic window displays an aesthetic art, then the German window is simpler and all the highlights are shoes.

Each shopping mall on the street is a wide window, showing the new products in the store.

According to the styles and colors of different shoes, the window displays a way of life in the nuances.

Reporters noted that many consumers stop to stop watching the shoes in the window, and then enter the store to buy them.

3, shoes display VS warehousing display

Domestic brand businesses pay more and more attention to the display, and the whole shoe shop is composed of a pair of shoes that are strewn on the cutting shelves.

The German hypermarkets only display the art of carving in the display inside the window, and the display inside the store is a kind of arbitrary rule.

According to different positioning, or according to the shoe code, brand, price, category and so on.

An interesting phenomenon is that every SKU will display a shoe code on the counter with the shoebox.

4, human sea tactics VS shopping independently.

Human cost has become one of the high costs of opening up the shoe industry brand in Germany, as well as in Germany.

However, due to the German footwear industry

The development is more mature, the customer has formed the rational consumption view, therefore, no matter is the hypermarket, the shopping mall or the brand monopoly shop, mostly is the independent shopping, a guide buyer is responsible for looking after several hundred square meters scope, at the same time also needs to look at the shortage in real time to carry on the spot replenishment.

This mode not only reduces personnel costs, but also enhances the convenience of consumers.

5, VS purchase system.

The development of the buying system is relatively mature in foreign countries. At the GDS exhibition site, a large number of buyers go through thousands of brands to see the order, even if a pair of shoes can place an order.

Therefore, the German shoe industry stores can create distinct characteristics and differentiated competitive advantages.

There are few ways to price.