2013 footwear online and offline promotion winter

“In 2008, when the economic crisis occurred, the industry forecast may be good in 2009 and 2010, but now it is 2013, and it is still not fully restored. It is even the lowest in this year.” Mr. Pan, the responsible person of China Leather Leather Products Co., Ltd., said The voice of most shoe companies and leather products companies in Guangdong. At the just-concluded Guangzhou International Footwear and Leather Products Fair, a number of companies said that after experiencing a large number of factory closures in the past year, sales of many shoe factories and leather products companies have not improved this year.

The outstanding contradictions of the economic environment, such as no obvious rebound, overcapacity, overstocking, and homogenous competition, still plague the development of the footwear market this year.

The shoe industry's tragedy is hard to drive away and the cloud is hazy. Last Friday was the last day of the show. A reporter from the Progressive Hall found that the large exhibition hall looked a little deserted. This situation was particularly evident in the shoe area. In most of the exhibition areas, only staff members are busy chatting and sitting down to talk about business is even rare. Even some companies have begun to pick up their goods and prepare to leave.

“All say that 2008 and 2009 were economic crises. In fact, those years were better. According to me, this year is the economic crisis.” An insider of Guangdong Shengfa Industrial Co., Ltd. told reporters. As a company that has more than 20 years of history and specializes in the production of shoe heels and shoe accessory products, the source revealed that when the business is booming in 2008 or so, the company can complete 2-3 million orders per year, but it also last year Only tens of thousands of pairs have been completed.

Although the order status of the show cannot be counted as an accurate figure, the person said that the entire show did indeed sell only a few thousand pairs of heels. "If you look at the situation at the show, you will know. How could it be better? There are too few people to visit."

The trend of upstream raw material suppliers is closely related to the situation of downstream footwear companies. Zhongshan Kunde Shoes Factory is a footwear manufacturing company with more than 200 people. It was the first time this year. Behind the exhibition of Kundee Shoe Factory is the same pressure on its sales. This footwear company, which has been in business for more than 10 years, has now reduced its production line from the previous two to one. "Every year the company orders at least 200,000, but only 780,000 orders were completed in the first half of this year," said one of the company's sales executives.

In fact, this year's collapse of Dongguan in the shoe-making city of Dongguan has not dispelled the gloom. The first is the closure of Dabang Shoes Co., Ltd., which has more than 1,000 employees in Shek Pai, Dongguan. The supplier was owed approximately 10 million in payment, causing a stir in the industry. Afterwards, some shoe companies continued to spread bad news. The entire shoe industry shrouded A layer of sad mist.

This year, the "depression" of the shoe industry is most intuitively reflected in the reports of listed companies in the footwear industry. At the shareholders’ meeting in late May, Belle International, the country’s largest women’s shoe retailer, revealed rare sales to brokers in the second quarter of this year in order to allow the market to digest negative news in advance. Belle International Management pointed out in the conference call that Belle International's second-quarter same-store sales growth will slow down further than the first. “A relatively weak retail environment in April caused a further slowdown in sales and the performance was disappointing. Although there was a slight recovery in May, the rate was not significant,” said the senior management.

Although Daphne’s annual sales increased by 22.8% year-on-year, the same-store sales fell by 2.5% in the first quarter of this year. On Saturdays (5.79, -0.01, -0.17%), the footwear industry is not very optimistic. In the first quarter of this year, although revenue rose by 23.0% to 4.58 billion, net profit dropped by 36.01% to 16.1 million. “The negative impact of macroeconomic uncertainties on consumer confidence is still there. This year, the women’s footwear industry as a whole continued the trend of slower growth in the second half of last year.” The footwear of the Saturday was stated in a quarterly report.

The environment is not getting better. The increase in raw material price is even worse. "I don't think it will be good in the second half of this year." Mr. Pan, the person in charge of China Leather Leather Products Co., Ltd., is not optimistic about the near-term prospects of the footwear market. “Our company is bigger, there are domestic sales, there are export sales, and the customer source is relatively stable, so it has not been affected so much. Many factories have failed to survive.” According to him, footwear is now in a very unfavorable situation. The situation on the one hand, the global environment has not improved, and even this year it has fallen into a trough; on the other hand, due to the increase in people’s awareness of environmental protection, the quality of the leather caused by the economic downturn has declined, resulting in an increase in raw hide prices. The cost of shoemaking has increased a lot, and it is not conducive to the survival and development of shoe factories.

According to a sample survey of 4,000 small and medium-sized enterprises in 2012, an S&T foreign trade operating platform also mentioned that SMEs' foreign trade prosperity index showed large fluctuations in 2012, falling sharply below the critical point since March and ending at the end of the year. During the month, it gradually warmed up. Only in the face of this data, one pass also admitted to the media, the export volume is increasing, but it monitored that most of the small and medium-sized enterprises surplus did not increase with the recovery of export volume, and some companies' profits turned down.

The increase in the price of raw hides has already put greater pressure on the entire industry chain. According to Mr. Pan, raw material prices are now rising, and many manufacturers who manufacture leather shoes may originally use leather for the entire shoe. Now, because of the profit and cost problem, only the toe can use the leather.

"If prices continue to rise this way, our days will not be too bad." Mr. Pan said that this year the company's domestic sales direction of the product exhibition, there are 40% of the businesses lack single, around 2010 may be only 20% ~10% of merchants' orders are not in good condition. "According to the current situation, 10% or 5% of businesses may close down this year."

Foreign sales are insufficient for domestic sales to make up for the winter. Facing the slump in the footwear industry in 2013, industry adjustments have already begun. Persons responsible for the sales of Kundee Shoes Factory stated that in the past few years, overseas sales were the main trade direction of Kundee Shoes Factory, but in recent years, the market conditions of footwear have been poor, and domestic sales have also become a direction of maintaining the business. .

This practice of transferring from inside to outside is currently prevalent in the industry. Huamao Group can finish leather orders more than 25 million feet at the best time. Although the industry was sluggish last year, orders exceeded 20 million feet, which is not related to its adjustment. “In the past, the group mainly engaged in export trade. In 2008, when the economic crisis began, it suffered some volatility. Taking into account the changes in overseas markets, we began to shift to domestic development. Before the impact of the economic crisis, we completed cooperation with some domestic companies. Basically canceled in the domestic market." Mr. Pan said.

However, many shoe manufacturers have poured into the domestic market. It is not easy to grab this piece of cake in the domestic market. In the face of saturation of the domestic market, well-known shoe companies have taken online and offline discounts and other ways to promote sales. Since the beginning of this year, Li Ning has promoted the promotion of the company, and it has jointly launched the “48-hour limited sale of 19 yuan” sales event. A few days ago, Dangdang.com's "tail goods exchange" famous product sales channel has also officially launched operations, Xtep, Nike, Adidas and other sports big discounts are three-fold capped. Following Dangdang, where the customer entered the discount sale market, Belle International's e-commerce platform Youjia Fashion Mall recently also announced that it will split the premium shopping mall into a discount sale market.