Internet Channels Are Maturing, And A Large Number Of Original Women'S Shoes Come Into Being.

BELLE, Daphne, 100 degrees, Saturday...

The traditional women's shoes, which have been loved by the 70 generation and the post-80s consumers, seem to be faced with business difficulties without exception.

How can we buy new shoes without looking at BELLE? The traditional brand that once occupied the most important position of 70 and 80's female consumers is now facing a sales dilemma.

According to BELLE's latest earnings report, in the 6-8 month of this year, the group has reduced 276 stores in the mainland, which means that its stores in the mainland have been reduced by 3 per day.

Daphne, 100, and Saturday face the same dilemma.

Traditional women's shoes are not very good in Hunan Province. Taking Daphne as an example, the brand has exceeded 500 stores in the hottest time in 2007, and at present there are only 30.

Reporters in Changsha 51 business district shopping malls have seen BELLE and its group of other women's shoes brand counters.

"I haven't sold a pair of shoes in the morning. Business in the afternoon and evening should be a little better."

A shopping mall BELLE shopper shopping guide said.

Business is not very good. This is not a problem faced by a BELLE brand.

In the market visit, the reporter found that even after playing the slogan of "5 fold up" and "full court as low as 99 yuan" and other promotional slogans, the women's shoes area is still deserted, with few customers coming.

According to reporter 13 days statistics, in Changsha Huang Xing South Road Pedestrian Street altogether has 22 female shoes shop.

Among them, many shops repeat, including the Q, Zhuoshi, red dragonfly 4 stores, Daphne 3 stores, giant St. shoes 2 stores.

However, in fact, the seemingly large women's shoes camp has been "slimming" compared with the previous two years.

In the shop on the street of Q, a shop that has been withdrawn from the store, the shop head is still coming and removed. The reporter saw some leather bags in temporary sales.

Meanwhile, another brand of women's shoe shop in the brand of Suan has hung the slogan of the whole house, and has posted the revelation of "short rent".

"I don't buy shoes here very much now."

In a random interview, a female resident said.

According to Ms. Tan, who has entered the Daphne brand store in Changsha in 2007 and has been in charge of the store a year later, he told reporters that Daphne was the hottest season from 2007 to 2011.

According to her recollection, at that time, she was very busy every day, and her monthly salary reached a maximum of 10 thousand yuan. "By 2014, business began to be unstable, and now it is totally out of the question."

BELLE international [-1.61%] Holdings Limited announced in September this year the second quarter of fiscal year 2017 (June 2016 to August) reported that the group's footwear business in China dropped by 10%, a 2.3% increase compared with the same period last year.

According to public data, as of August 31st, there were 13384 footwear stores in the country, accounting for 64.9% of the total retail stores, and 276 stores in the two quarter, which equals an average of 1 days with 3 stores closing.

A year ago, the first quarter of fiscal year 2015 (3 to May) showed that the number of stores was reduced to a small number of 167, about two days per two stores closed.

Coincidentally, in the two quarter of July, which was released by Daphne in July this year, only 261 Direct stores and 13 franchised stores were shut down in the second quarter. In the first half of 2016, the brand closed down 400 Direct stores and 50 franchised stores.

According to Ms. Tan, Daphne has more than 500 stores in Hunan province from 2007 to 2011 when it is the hottest.

In October 13th, reporters used Baidu map to enter Daphne.

Within the city, only 30 search results were retrieved.

According to the reporter's investigation in the main shopping malls in the city, it is hard to find this brand.

In addition, the reporter also learned that Daphne brand in our province mainly operated in two forms: direct operation and franchise. Before the autumn and winter season, some franchisees made a "loss, clearance and sale".

In its semi annual report, which was disclosed earlier, the group mentioned that the net profit of the company during the reporting period was 20 million 156 thousand and 500 yuan, down 25.41% compared to the same period in 2016.

As of June 30th, the number of chain stores was 1913.

According to the 2015 annual report, as of December 31, 2015, the number of brand chain stores was 2044.

This means that there were 131 stores closed in the first half of.

On Saturday, the company said publicly that the decrease in the number of stores was due to the continued weakness in sales and fierce competition in the market environment. The company continued to adjust and optimize the channel structure in the first half of the year.

In the daily preference of consumers who choose to wear brands, besides the common sports shoes brands, such as toms, Charles&Keith and other new generation cards are also among them.

The brand of traditional women's shoes, which once made people shine, welcomed the decline of collective performance.

Recently, a survey was conducted on the footwear consumption of female consumers.

Up to the time of press release, the top 3 in casual shoes, flat shoes and sneakers were 35%, 25% and 22% respectively, and only 14% of those who like wearing leather shoes.

In fact, with the maturity of Internet social networking channels, many original brand survival spaces and opportunities have been given.

Some operators who originally engaged in wholesale supply of footwear materials and channel developers also began to try to build their own brands.

An industry insider who has worked in the footwear industry for nearly ten years said, "try to build.

The best time has come. "

Yin Haiyan is one of the entrepreneurs who try to build a personal brand from the upstream raw material supply business of the footwear factory. She builds the concept of "customized high-heeled shoes", and then makes the order directly to the factory.

According to her introduction, the same pair of high-heeled shoes have 5 to 12 centimeters of different height, "the price of a pair of customized shoes is around 1000 yuan, and the monthly sales volume of its studio is about 2000 pairs."

"The brand and brand of the store brand are limited and not necessarily fit each season, but now the female consumers are more esteeming personality customization. I think the market is still quite large."

Yin Haiyan said.