Sneakers Trapped In &Nbsp; 300 Billion Domestic Footwear Market Layout To Be Determined

March 29th, this year, sports shoes are not very good. Affected by " Olympic inventory "And the financial crisis, Nike and Adidas have seen a sharp decline in sales this year. They are the two largest agents in China, BELLE international and Daphne, in addition to the big shop. Daphne It also announced that it would withdraw from the agency business.

And the formal leather shoes, as consumption habits change, has been shrinking. The European Commission's plan to impose anti-dumping duties on Chinese leather shoes has been suspended for 15 months. Today, when no one dare say "bottom" comes, casual shoes seem to be the next target for domestic and foreign shoe companies to rush for gold.

Unlike regular shoes and sports shoes, casual shoes cover a wide range, which can be divided into three main categories: walking / comfortable shoes, sandals / wooden soles, casual boots, including Ballet shoes Slippers, boat shoes, laced shoes, short boots and so on.

Casual shoes have been developing slowly since the 80s of last century. "At the Spring Festival Gala in 90s, Zhao Benshan's image of traveling shoes in Western-style clothes shows the potential demand of ordinary people for casual shoes. But at that time, they were dressed in suits. Now, everyone likes leisure life, and the market for casual shoes is getting bigger and bigger. A well-known shoe manufacturer in Wenzhou said. At present, the shoe manufacturer, which is mainly engaged in the production of leather shoes, has made business casual shoes as the leading products. "The shoes are very few now, and the business is slowly shrinking. Most of the existing ones are domestic group buying, and the main customers are in the central and Western Regions."

This is not a case in Wenzhou, a traditional production base of leather shoes. And another shoe industry base in China, a large number of shoe manufacturers in Quanzhou, Fujian, also claimed that the domestic market should be dominated by natural and leisure style.

In 2008, the domestic retail sales of footwear reached 300 billion yuan, of which the annual sales volume of domestic first-line sports brand enterprises was at least 3 billion yuan. But for casual footwear companies, sales are less than 200 million yuan. According to the insiders, there are more than 10 thousand casual shoe manufacturers in China. Over 2/3 are small businesses whose annual output is less than 2 million pairs. Most of them are OEM and do not design products themselves.

The footwear company official told reporters that the casual shoe market has been formed, but the casual footwear industry and brand have not yet been formed. "The main consumer group of casual shoes is young people, but some large enterprises advertise for them are all called forty or fifty year old international superstars, because their enterprises also have business leisure products. Can such publicity attract young people? Can a student wear shoes that his parents like? Let alone those small businesses, there is no guarantee of quality, design, and brand. Leisure? I think it's relaxing at the moment. "

However, the leisure time in casual shoes market does not seem to last long.

In November 17th, Skech, the international leisure shoe brand, opened in Shanghai's flagship store, the largest store in China. "In the next 3 years, we have to develop 1200 sales outlets in China at least." Skech China CEO Chen Weili said. In the first half of this year, Cage announced that he invested 150 million yuan to set up a joint venture in China to enter the domestic casual shoes market.

Insiders call "Cage" by "strong enemy". "This kind of international enterprise stands at the forefront of fashion and has a strong brand background. It is easy to occupy the front line of China. The pressure on Chinese casual footwear enterprises is growing. Take product design as an example, Skech has developed 10 thousand kinds of shoes every year, and now there are 600~700 sales in the mainland market. Most domestic casual shoe manufacturers do not have the capability of R & D.

But Cage's ambition is clearly beyond the conjecture of the industry. Chen Weili told reporters that now, Cage has already spread out in the 123 line market in China, and has opened 100 stores. {page_break}

"The exit of brands such as Nike gives us space, sports shoes close shop, we enter."

Skech entered China to choose a joint venture instead of acting like most international brands. Chen Weili told reporters, "in recent years, China's development and change is very fast, two years do not come, you do not dare to say that familiar with China. If we take the agent system, we can not grasp the Chinese market in time. Take open shop as an example, in the United States, negotiations take at least three months to half a year, but once the negotiations are successful, they can enter dozens of stores. In China, it's very quick to enter the shop negotiations, but two days or even a few hours will be fine, but when it comes to a good one, it can only enter one or several stores, and it will be very hard to talk about it one by one.

"China is a huge market. Our goal is to make China the largest overseas market for Cage." Chen Weili smiled and said, "Cage has been wanting to enter China for a long time."