China'S Shoe Retail Market: Landing Is Easy To Land.

China has a population of 1 billion 400 million, domestic per capita.

Only 2 pairs.

But with the development of the domestic economy, the middle class has gradually become the mainstream of consumption.

This shows that the potential of rigid consumption has emerged.

Besides,

The retail industry of leather goods, department store counters are almost monopolized by several brands such as BELLE, Daphne and Stella Luna. High-end luxury brands such as Lv, Prada and Gucci are flooded with high-end market, but the potential of the intermediate zone between them is huge.

Demand is more important than product.

According to the experience of trying to sell its own products in the domestic market in 2002, and after four or five years of full market research, it shows that China has a large market space in the high-end and luxury brands.

In 2008, Yi Shang was formally founded and imported famous products from Italy.

However, the real reason for the formal establishment of the Italian brand is the demand in the domestic market.

Because in many years of retail sales, "products are not important and market demand is the most important", Italy products are in great demand in the domestic market.

Easy to recognize but not smooth.

In the Chinese market, there are many successful foreign brands, such as Giorgio Amani, Zegna, Prada, Gucci, Salvatore Ferragamo and so on.

The choice of imported products from Italy is because Italy shoes and leather products have a high reputation and psychological price in the minds of consumers, and can satisfy customers' high expectations in appearance, quality, comfort and durability.

But in China, the market is monopolized.

Most of them are mainly manufacturers. For example, BELLE started with manufacturers, from design, manufacturing, marketing, marketing, after-sales service to a series of, every link requires very professional, only to achieve very fine, very professional, only to have the chance to succeed.

Therefore, it is very difficult to enter a market that is almost monopolized.

In addition, the demand of domestic consumers to import brand is very high, the killing power of the brand is very big, the road of new brand is not smooth.

Landing barrier -- high entry cost

In China's retail market, there is still a big barrier - the cost of entry is very high.

Especially for a single brand shop, whether in department stores, shopping centers or street shops, the rental, inventory and expenses of the stores need to be invested. Once the support is insufficient, it will easily lead to losses.

A special counter is set up in department stores. The sales area is small, with the main points of deduction, no need to pay the rent, but good location is hard to find; and the department store is not a retail companies, it still needs to operate after its entry.

Therefore, through market survey and summing up the comprehensive experience, we find that multi brand stores are more suitable for famous brands.

The multi brand collection stores adopt different brands to share the cost system. After having many brands, they have better bargaining power, which can give consumers more choices and provide better services.

Imported brand collection stores will be a great complement to the market.

For products that want to be regionalized and do not want to be exactly the same as other peers, product names and brand names can provide more choices.

For shopping centers that want to introduce different brand products, famous brands can provide different combinations of different brands.

Now, the two main focuses of the competition between shopping mall and department store are mainly shoes and cosmetics. Cosmetics are more mature, and successful success is like a brand name collection.