The Impact Of E-Commerce Leads To The Slowdown Of Shoe Enterprises' Retail

　　 Taobao Tmall The "Double 12" e-commerce shopping carnival has gone away, and the sales situation has not been officially announced. According to a sales ranking of women's shoes brands obtained by the third-party data statistics agency Mocuba, on the day of "Double 12", the sales of four brands, Camel, Yierkang, Red Dragonfly and Daphne, exceeded 10 million.

Looking back at this year's "Double 11", the online and offline competition has presented an unprecedented fierce situation. Compared with the two, the data shows that the total sales of Tmall and Taobao on that day exceeded 35 billion yuan. According to the statistics of China National Business Information Center, in November 2013, the retail sales of 50 key large-scale retail enterprises in China increased 5.5% year on year, 2 percentage points higher than that of the previous month, still at a low level. At the same time, the effect of offline enterprise promotion activities in driving sales growth is relatively flat.

"Under the impact of e-commerce, rising costs, inventory crisis and other factors, the sales growth of 3000 key retail enterprises that the Ministry of Commerce focused on testing was 8.3%, down 7.6 percentage points year on year, including 9.3% growth of shoes and hats, down 7 percentage points year on year." Lu Hua, director of the Professional Committee of Leather Shoes and Tourism Shoes, said at the 2013 annual meeting of the Professional Committee of Leather Shoes and Tourism Shoes of China Leather Association, when releasing the running reports of China's footwear industry in 2012 and the first half of 2013, that the overall domestic retail was weak, and the footwear retail slowed down significantly.

　　 Footwear retail In addition to e-commerce impact, cost increase is also a factor in slowing down. According to Lu Hua, it is estimated that the annual footwear consumption will be 3.35 billion pairs, the output will be 13.37 billion pairs, and the per capita consumption will be 2.5 pairs. Among them, the per capita footwear consumption in cities and towns is close to 3 pairs, with the amount exceeding 400 yuan, an increase of 11%, and the total consumption in the domestic market is expected to reach 340 billion yuan, an increase of 14%. The rise in shoe prices continues to be driven by costs rather than supply and demand. Driven by the rising costs of labor, raw materials, rents and other costs, the consumer price of shoes is still growing, up 2.3% year on year. At present, the biggest difficulty faced by the whole retail enterprise is the increase of operating costs, including rent costs (including store deduction) and labor costs. Among them, the average renewal rent cost of chain enterprises increased by about 30%, and the average labor cost increased by 15%, which is a great challenge for the retail industry.

Domestic in recent years sports goods The excessive expansion of the industry, the over optimistic estimation of the market capacity of the industry, and the sudden tightening of the macroeconomic environment lead to the hoarding of a large number of inventories in the sales channels, which have a negative impact on the profitability and financial status of the brand. As the sports brand is basically a wholesale model, in the company's financial information, the completion of wholesale is regarded as the completion of sales. Its book inventory level is low, basically high or low double digits, and more inventory is concentrated in the hands of retailers. The inventory crisis has also caused a slowdown in retail sales.

In view of these three factors, Zhou Gang, Deputy General Manager of Zhengzhou Shuangfeng Shoes Co., Ltd., has a different view: "E-commerce has impacted the retail industry, but only the traditional old enterprises, while emerging enterprises are still rising, and their combination with e-commerce is shaping their future. The rising cost is an unavoidable problem that must be faced. At present, the whole industry is in a fair competition environment, and the cost is rising. " He said that if the supply and demand relationship remained unchanged, the retail price of shoes would rise along with the cost increase, and the profit would also increase. Therefore, it would not be helpful to simply emphasize the cost pressure. In view of the impact of e-commerce on the shoe market, Song Xiaowu, senior vice president of Belle International, said that e-commerce is the development trend of the entire industry. In the next 20 years, e-commerce will coexist with retail stores. The key is how physical stores seek innovation and change.