Chapter 9 Section 2 What is the industry essence of women's shoes retail

To study Belle, one must first understand the nature of the women's shoe retail industry.For women, different occasions, different clothes, and different seasons require different styles of shoes to match them.Ladies pay attention to the fashionable style of shoes when buying shoes, but they should also avoid sharing shoes with others.Ladies often try to buy shoes of different brands, looking for more beautiful and more suitable shoes.If the price is high, you may buy a few more pairs.And Dan advertising has a certain appeal to women to buy shoes. Branded women's shoes are the mainstream of women's footwear consumption, but according to the market rules of the shoe industry, there are not many brands with a market share of more than 2%, and 5% is the relative limit of a brand. As the number of single-brand stores increases to a certain limit , the sales of this brand will hardly continue to rise, which once again proves the essence of the women's shoe retail industry. Women are not loyal to shoes, seeking beauty, innovation, change, and more.

Therefore, the women's shoes industry can only attract more consumers by using a multi-brand and multi-style strategy to satisfy consumers' emotional demands.To build a pyramid of women's shoes retail industry, there are both basic basic shoes (appearance and quality) at the bottom and fashionable and cutting-edge shoes at the top (emotional appeal).In order to meet the instability of women's demand for women's shoes, the women's shoe industry should pay more attention to the spire. Advertising is also to convey the brand idea to the public, so that consumers can really integrate into the spirit advocated by the brand after putting on the shoes. The psychology of seeking change and seeking more.The promotion not only stays on brand awareness, but also integrates into the hearts of consumers to satisfy their emotional demands.

The following will analyze in detail how Belle Group adopts market strategies and integrates the industrial chain to meet the essence of the women's shoes industry and the emotional demands of consumers, thereby establishing and consolidating its market position.At the same time, Daphne women's shoes and Saturday women's shoes are compared to understand the gap between them and Belle Group in satisfying the essence of the industry, and to verify the guiding position of the essence of the industry in the retail market of women's shoes. Belle adopts a multi-brand strategy to meet the beauty, novelty, change and variety of the women's footwear industry.Relying on the brand acquisition strategy and brand sales agency, the number of its brands has reached more than 20.Its product types range from leisure to noble, conservative to fashion, and the age of the consumer group is ladies aged 18-45.For different themes and price levels, Belle has two or more brands to choose from (see Figure 2-1).

In 2008, the top ten brands with the highest sales in the women's shoes market accounted for 38.4% of the entire market, and Belle's brands accounted for six of them.According to the top ten sales volume, Belle's brands accounted for five of them (Saturday IPO, 2009).There are not many brands with a market share of more than 2%, and 5% is the relative limit of a brand (Peking University Vertical and Horizontal Management Consulting Group, 2009).Belle's brand strategy successfully satisfies the nature of women's footwear industry, which seeks change and disloyalty, leading its market share ahead of other competitors.

Belle's advertising slogan is "beautiful because of variety", emphasizing "variety", catching women's mentality of being both beautiful and seeking change.It is in line with the nature of women who are not loyal to shoes.In line with the ever-changing theme, Belle actively increased the number of stores in the department store.By the end of 2008, there were a total of 5,490 branches in the mainland (Belle, Annual Report, 2008), and a total of 6,050 including agency brands.In addition, the Belle store has a large space and bright colors.Its goal is to have Belles everywhere a woman walks, in order to attract ladies who are not loyal to their existing shoes.When customers miss one of the brands in the mall, Belle also has other brands to attract customers to stop and choose from.

Daphne has only two brands, namely Daphne D18/D28 and Shoe Cabinet, covering the age group of 15 to 50 years old, and adopts low-price strategy and fashionable and trendy styles to attract consumers.Daphne has two main product lines, D28 is aimed at mature women, and D18 is aimed at young girls. They have carried out a comprehensive classification from brand to store design.The low price and fashion strategy made D18 and D28 jointly occupy the first place in sales volume and the second place in sales in the domestic leather shoes market in 2008 (Saturday IPO, 2009).However, the brand of Daphne is not diversified enough, and it does not conform to the disloyal nature of the industry brand, so its market share is not as good as that of Belle.

Daphne's previous advertising slogan was "Fall in love with SHE, fall in love with Daphne", which was not people-oriented at all, and did not take into account the psychological demands of women when buying shoes, which did not conform to the nature of the industry.The current slogan is "Like yourself, show to the end".It emphasizes the expression of self-individuality, but this still does not meet the psychological demands of women who buy shoes for beauty, innovation, change, and more, and the essence of disloyalty, so the slogan is not successful. Daphne insists on opening street shops. The disadvantage of street shops is that there are few choices, and customers have no other choices after passing by, thus limiting the market share.

Saturday's brand strategy is to imitate Belle, and also adopts a multi-brand strategy, but it only targets fashionable women and does not take into account the young and conservative women's market. The target market is too single and does not conform to the ever-changing nature of the industry.Among the seven brands on Saturday, only ST&SAT was listed in the top ten domestic sales and sales volume in 2008 (Saturday IPO, 2009). The slogan of Saturday is "Awakening the Unique Charm" and "My World, My Wonderful". In fact, the advertisement is not clear how to awaken the unique charm, but once the slogan is hardly reminiscent of the Saturday brand.The slogan only emphasizes the self-world, ignoring the needs of customers, so the slogan is not successful.

Like Belle, they opened a store in a shopping mall on Saturdays. Unfortunately, the storefront is not attractive, the display is crowded, the store space is small, there is no theme, and there are not enough brands to choose from. Customers are easily lost to the Belle store next door. All in all, Belle has fully covered the market with the theme of the slogan "Beautiful because of changes" and more than 20 brands, which satisfy the essence of the women's shoes industry, and are better than Daphne and Saturday, thus successfully gaining more market share.