Shoe Industry Supermarket Or Temporary Residence Of "Big Name"

Chinese shoes are showing a new change: at the same time, the brand of "parity Supermarket" strategy is more and more.

In April 11th, AOKANG group spokesman Zhou Wei told the China made press that since the launch of BELLE, China's footwear industry is undergoing a major change, but chain monopoly is still the mainstream marketing mode of high-end brands.

"Shoe industry supermarket" rises, "shoe industry supermarket" appears quietly in the industry.

The reason is that with the implementation of the new labor contract law and other factors that increase the cost of labor, the advantage of low cost manufacturing in China's footwear industry is no longer in existence, and the profit margins of retail terminals are getting smaller and smaller.

"With the further specialization of marketing channels, the emergence of shoe industry supermarkets is inevitable."

Ma Chao, a senior professional manager and senior researcher of China Brand Research Institute, said: "in the past, only department stores, and then mobile phones became popular, there was a mobile phone supermarket.

In the past, sportswear was placed in department stores, and then there were more sports clothes brands and more sports brands.

The shoe industry supermarket also develops according to this.

"Shoe supermarket is not the end.

One day, it will continue to be divided into leather shoes supermarkets, sports shoes supermarkets, slippers supermarkets and so on.

That's for sure. It's just a matter of time. "

Ma Chao thinks so.

"Big brands do not enter supermarkets to mention high-end brands," Ma Chao said. "The key is that there is no real high-end brand in China.

Truly high-end, the channel is simple, a specialty store, a high-end shopping malls, do not need any other.

On the contrary, domestic brands fight against each other in the price field.

"For domestic brands or international three brands, it will be possible to develop into the shoe market.

The real high-end brands will not enter this supermarket.

He also predicted that in the next few years, international brands will still be dominated by high-end stores and exclusive stores.

But as a domestic brand, shoe industry supermarket is a good choice because it broadens sales channels.

In a short time, the shoe industry supermarket is a complement to the market.

After a stage, the shoe industry will become an important branch of the market.

AOKANG group Zhou Wei also thinks.

He said at the same time: "AOKANG has no supermarket but will consider using some low-end brands to try this mode."

Monopoly is not "bad". Zhou Wei said: "AOKANG has been stationed in high-end market since 1997. Later, the business of the shopping mall is sluggish, and its brand image is not prominent. AOKANG has launched a chain monopoly, which has been around for 10 years.

This year, the shopping malls were revived, and shoes city and supermarkets appeared again.

But AOKANG's chain monopoly is still the mainstream.

We do shopping malls, also do chain, there are 1000 development goals every year. How can such a speed be denied?

Ma Chao said, "it is not that the monopoly is unfavorable, but that it is in the stalemate."

He said that after a few years of brand accumulation, some companies became famous brands and others became miscellaneous brands.

But brand names are always not brands, they can not sell high prices.

In fact, the two sides only seized the high, middle and low and low end markets respectively.

Because making brand is an arduous journey, waiting for each brand to occupy the place, has formed a preliminary stalemate.

This period is long for domestic brands.

In the same period, sales can only go smoothly and slowly, and the illusion is "monopoly".