Analysis Of Market Characteristics Of Shoes And Clothing Industry In Taiyuan In 2012

Taiyuan is located in the junction of the three major economic belts in East, West and East China. It has a two-way supporting role in the opening up and economic development layout of the whole country, connecting the East with the west, and connecting the north and the south.

In August 2012, the reporter went to Taiyuan, went deep into the local shoe market, excavated the characteristics of Taiyuan shoe market, and found the latest changes of Taiyuan shoe market, providing reference data for the industry.

[characteristic Taiyuan] small market

One side is water and soil, the other is water and soil.

Shanxi is rich in mineral resources, with a population of about 30000000, with a high per capita income and strong purchasing power.

It is reported that Taiyuan's consumer market is relatively active from January to August this year, and the business value added tax has been completed 2 billion 145 million yuan.

The activity of the consumer market indicates the extraordinary market of the shoe industry in Taiyuan.

As a primary agency area of the footwear market in Taiyuan, although the territory of Shanxi is relatively small, its market potential can not be underestimated. Some brands can get nearly 600 million of the goods here, and some brands can also achieve hundreds of millions or tens of millions.

Taiyuan business district is mainly composed of Changfeng street, Liu Xiang Kaihua temple and clothing city three main shopping areas, mainly department stores, Yansha, Wangfujing, Parkson, Tianmei new world, North America new world and so on are gathered here.

Compared to the middle and high end brands, the store shows a unique situation. It occupies an absolute advantage with high density, good image and permeable shop model, followed by real skin brands such as animal tyrant, Baal, spring Da, spider king, red dragonfly and so on. PU women's shoe street shops are few and small, only a few brands have large image stores, and there are many shops in the market such as Daphne, shoe cabinet, drosany and Q, etc.

Taiyuan mall has a large market share, but the brand has become saturated. The store has a large space for development and will become an important position in the future brand competition.

[wholesale shoe city] features Chaoyang

Taiyuan Chaoyang shoe city is located at No. 345 Chaoyang Street, east of Taiyuan exit expressway, West Taiyuan Garment City, Taiyuan East passenger station, with favorable geographical conditions and convenient pportation.

Now shoes city gathered from Wenzhou, Guangzhou, Jinjiang, Chengdu, Chongqing and other places of footwear, the brand reached more than 500.

Chaoyang shoe city is divided into two branches, one and two on the street. The closer distance does not affect the communication and interaction between brands.

In addition, some brands in shoe city have moved stalls to commercial offices not far away, such as spider king, beast tyrant, Japanese Thai, Kangnai, Zhuo Shi Ni, old car, Chun DA and so on.

The brand moves from the shoe town to the larger commercial office. The main reason is that the stalls in the existing shoe city are small and can no longer meet the needs of brand development. Meanwhile, the brand also takes into account the office location suitable for brand positioning in the development process.

Chaoyang shoe city, as the first class agent shoe city in Shanxi Province, is the largest footwear wholesale distribution center in Shanxi Province, with surrounding radiating Yizhou, Yangquan, Jinzhong, Lvliang, Changzhi, Linfen and other places.

In recent years, through the constant adjustment of the brand division, the development of Chaoyang shoe city has been constantly improved and strengthened, and the two level shoe manufacturers of Houma shoe city and Changzhi lotus pool shoe city are falling.

During the visit, reporters found that Chaoyang shoe city, which has been developing in constant adjustment, has its own characteristics:

1, showing a small area, a large agent, mainly because of the regional division of some brands so that the market under the jurisdiction of Taiyuan is divided North City Datong to Beijing to get goods, the eastern city of Yangquan to Shijiazhuang to get goods, the southeast city Jincheng to Zhengzhou to get goods, southwest city Yuncheng to Xi'an to get goods.

Although many brand development is restricted by the smaller areas under the jurisdiction of Taiyuan, it does not affect the development of some good brands to form big agents. On the contrary, the relative concentration of small areas is more conducive to the operation and management of brands, and the brand benefits are more focused, so that the market share of some brands in Shanxi has exceeded that of some major provinces and cities in China.

2, making brand in Shanxi, early investment is very important.

Through the survey, we found that the sooner the brand entered the market, the better it did, such as Yi Er Kang, beast tyrant, Chun DA and Bai Na.

People in Shanxi consume brand names, so the brands that have entered the market earlier have the advantage of first mover. With the help of Chun Da, the rest of the market in the country can hardly see their brands emerging, but they occupy a larger share in the Shanxi market.

3, the distribution of goods is an obvious characteristic of Shanxi market.

Many agents say that Shanxi people have a strong sense of friendship. Many times their loyalty is greater than their interests. It is very difficult for dealers and agents to have strict contractual cooperation, forming a vicious circle of distribution and arrears.

In the past two years, the brand of Er Kang, spider king and Zhuo Si Ni began to change this situation by standardizing the management of customers.

Ruyi Kang has now been able to get cash from 70%-80%, and arrears can be achieved in one year.

4, the brand of Shanxi's local brands such as millennium, real estate and so on has been developing rapidly.

Millenium is mainly made of genuine leather. It adheres to the operation of the company and runs through the virtual mode. The network is distributed throughout the county seat of Shanxi.

The age of millennium is 20-50, and the wider age span is mainly for the public.

At present, in addition to the strong development of Taiyuan market, Shijiazhuang and Beijing also have very good results.

The brand is an important feature of Shanxi province. The brand includes men's shoes, socks, bags, accessories and so on. The store form is integrated store mode. The integrated shopping experience has caught consumers' quick and rational shopping psychology and is suitable for market demand.

He has already broken through the area and has a store in Wanda Plaza, Shijiazhuang.

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5, Shanxi has a small population, but few and sophisticated consumers have strong purchasing power.

Although the overall economic environment and the state's rectification of Shanxi's mining industry have reduced the overall consumption capacity this year, there are still a large number of purchasing power consumers contributing to the market.

Shanxi consumers are more interested in the real leather brand, and the sales volume of the popular brands is not good. Due to the rising operating costs of the franchised stores, the opening of the exclusive stores is restricted, but the high-end stores have large market space in the Shanxi market, such as Schulden international shoes store, Oriental bird international famous store and other high-end brand collection shops.

For monopoly, it is suitable for opening in the township market.

6, shoe city is rich in shoes and brand, and leather shoes, fashionable women's shoes, children's shoes, casual shoes, board shoes and sports shoes come from all over the country.

As far as market reaction is concerned, the development of Wenzhou shoes is more mature, most brands have larger market share and are widely favored by consumers. In the form of bulk shoes, Chengdu shoes are the dominant ones, and the styles and quality are superior. Therefore, Henan's local brand strong 3515 also enter Shanxi Market; the brands of children's shoes in Fujian, Ningbo and Wenzhou can be seen almost everywhere, among which Bumblebee, Babu bean and other brands develop better, but still rely on low price competition to win by quantity.

In addition, the outdoor leisure market is not yet mature, and the market space is huge.

The sports shoes market is independent of Chaoyang shoe city. It is concentrated in the wholesale shoe and clothing wholesale center of Sanjiang. Under the influence of the overall sports market environment, it develops slowly in recent years.

Shopping malls are crowded.

The shopping area in Taiyuan is dominated by shopping malls and exclusive stores. Shopping malls are mainly located near Liu Xiang Kaihua temple, Changfeng street, pro Xian street, Xinjian Road and so on.

As the most bustling traditional commercial pedestrian street, the Hua Temple shopping mall is mainly located in Maoming department store, Tongluowan International Shopping Center, Paris spring department store and other high-end high-end shopping malls. Among them, Maoming department store is flourishing. The footwear brands include Dasia, Hasen, Kang Li, Okaso, thousand, CE, BELLE, Staccato, Teenmix, he, BATHY, Staccato, chrisdiendeny, Debao, MELCHNER, Kadi, Patricia, Jia Bao, Saint gal, BATA, Pierre Cardin, Kisscat, Yue, crocodile, STELLALUNA, Phil, Hong Ke, whatFor, Bingdu, PRECIS, man nunni, old man, Goldlion, hush puppy, PRECIS, Goldlion, Satchi and so on. Liu Xiang Kai

In contrast, although Tongluowan International Shopping Center has a large area, its planning is rather chaotic.

There are also high-end shopping malls in Taiyuan, such as expensive Century Square, Huayu shopping center and so on.

In recent years, Huayu shopping center has been developing rapidly, and two branches have been opened in Taiyuan. They are Huayu international boutique on new road, Huayu shopping plaza on Yi Fen street, and the capital Century Square has been gradually declining.

On the Changfeng street, represented by North America Xintiandi, Tianmei new world (new road Tianmei store), Baisheng Shopping Center (Parkson 2), the high-end brands are concentrated here, and develop rapidly.

Wangfujing department store and plum garden Parkson (Parkson 1) are located in Pro Hsien street, Ecco, Miao Li, Zhen Mei Shi, Teenmix, Staccato, Tata, Baidu, love, BELLE, TOPGLORIA, thousand degrees, jubilant, beautiful treasure, nine hee, whatFor and other high-end brands gathered. Wangfujing has become the preferred place for local consumers to purchase because of its brand effect.

The development of shopping malls in Taiyuan is very fast. On the one hand, it benefits from the consumer cognition of local consumers' "shopping malls and shopping is the first choice". On the other hand, it is because brands consider the operation cost of the shops gradually rising, and the layout of the store is very cautious. Therefore, there is a large number of exclusive stores in Taiyuan, which makes consumers have to go shopping.

At the same time, the rising of Taiyuan new business circle and the pformation and upgrading of old business circle make the competition between shopping malls increasingly fierce.

Shopping malls constantly adjust development plans, add new branches, take different positions to occupy the advantageous position of different business circles, with a view to improving market share and expanding consumer groups.

From another angle, this reflects that the Taiyuan shopping malls should pay more attention to the rational layout during the development process.

[brand pattern] analysis of brand competition echelon

Because of its early entry into the Taiyuan market, the real leather brand is stronger than the leather shoes brand in terms of brand recognition and consumers have higher awareness. Therefore, the development of the leather market has been faster than leather shoes, and has a strong foundation for development in Shanxi province.

In recent years, the market of leather shoes has begun to open slowly, showing its strength to compete for market share.

On the one hand, leather shoes have a price advantage over leather. On the other hand, leather shoes have the characteristics of fast moving products and are more popular among young people.

In the survey, the reporter found that the distribution of goods in Taiyuan market is very serious, which is related to Shanxi's humanistic characteristics. Shanxi people have heavy feelings, and their relationship with customers is greater than their interests. Most brands are built up by distributing goods, which leads to many brands' non-standard management in arrears and hidden troubles for the healthy development of the market.

At present, some strong brands have realized the malpractice of distributing goods, and have begun to pform their support and service modes to the customers, thus playing a leading role in the standardization of market development.

Although the market area of Shanxi is small, but its capacity is very large, the footwear sales market is competitive and encouraging.

Leather camp:

The first tier (more than 50 million): led by elkang, animal tyrants, Chun Da, Bai Na, spider king, Kangnai, Japan and Thailand followed closely.

The second tier (1000-5000 million): Red Dragonfly, Paul Geti, Jether, AOKANG, chivalry, Paul knight, jelda, Jin Mai Wang, honourable, whitet and so on.

High end brand tier: Satchi, Montagut, Pierre Cardin, Goldlion, ECCO, Saint al step, Dibo Agio and so on. These brands are not only concentrated in shopping malls, but also concentrated in all kinds of stores.

Leather shoe camp:

The development of leather shoes Market in Taiyuan is dominated by Wenzhou brand.

The first tier: Zhuo Shi Ni, Ming Dian, Ge Meiqi, Suzhou Ye bird, Ju Kang, exhibition wind and so on.

The second tier: giant Sheng, Liang Dian, Chi Di, Yin Xin bird and so on.

Some brands cross season sales, such as thousand li, Europa and other sandals and winter boots only, the price has an advantage, exacerbating the market competition of sandals and winter boots.