According to the data of "women's shoes industry production and marketing demand and investment forecast analysis report" released by foresight Industry Research Institute, the average annual compound growth rate of women's shoes market scale in mainland China in recent five years is 8.7%. In 2016, the women's shoes market scale will reach RMB 224.7 billion, and it is expected that the women's shoes market scale will exceed RMB 260 billion in 2018.
In recent years, affected by the improvement of consumption ability of mainland residents, the enhancement of fashion trend pursuit awareness and the continuous promotion of urbanization, the shoe consumption market in mainland China has developed rapidly. In 2016, the sales volume of women's shoes in mainland China reached 1.855 billion pairs, an annual increase of 4.9%.
Women's shoes are not only consumer goods in women's daily life, but also make-up goods in daily communication. Compared with men, women buy shoes more frequently than men.
In the top 10 women's shoes industry sales list in the first quarter of this year, zulijian ranked the first. The sales volume in the first quarter was 88 million yuan, the sales volume was 410000 pairs, and the average unit price was 214 yuan. In the first quarter, sales volume was 81 million yuan, sales volume was 550000 pairs, and the average unit price was 149 yuan.
While the growth rate of demand slows down, the excessive expansion of the industry is also an important reason for the challenges faced by the women's shoes industry. After 2012, Taobao created tmall, and online retail entered a new round of competition. Its vigorous development had a huge impact on offline business. The growth rate of offline stores and sales of women's shoes industry dropped sharply in 2013, and continued to decline from 2014 to 2015.
In addition, due to the blind expansion of the women's shoes industry in mainland China, the similar design of various brands can be found everywhere, and the homogenization competition intensifies. The growth rate of the unit price of women's shoes gradually slows down from 2011 to 2013, and continues to decline from 2014 to 2016.
According to the market forecast, in the next five years, the consumption of women's shoes in the first-line market will present a tripartite situation of e-commerce, shopping centers and department stores. Physical stores will still be an extremely important offline pipeline, accounting for about 30%. The lower the level of the market, the greater the proportion of store street. With the rapid development of Internet and mobile payment, the sales volume through network channel will rise rapidly.
Source: Economic Daily