Why Do Leather Shoes Lose To Sports Shoes?

According to the world clothing shoes and hats net,

In the semi annual earnings report issued in 2016, business revenue decreased by 6.56% compared with the same period last year, and the same is the main business.

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AOKANG's business revenue in the first quarter report, which was just released in 2017, dropped by 0.81% compared with the same period last year.

Why are three listed companies with leather shoes and leisure shoes as the mainstay industry in such a big impact in the past two years?

In fact, the 2016-2017 year earnings report from BELLE can be found: BELLE's sports and clothing business revenue has increased by 14.9% over the same period last year. BELLE not only runs its own brand, but also acts as a proxy brand for Adidas, Nike, Puma and so on. We can see that the strength of the sports brand is still going on. So what is the difference between the weakness of the leather shoes market and the strength of the sports shoes market?

Today, shoes have already become a necessities of life, but the shopping mall in the shopping mall tells you that this is destined to be a very competitive market.

"Thirty years Hedong, thirty years Hexi".

Although Sheng Bai pepper took the initiative in the press conference, the decline of the red leather dragonfly and AOKANG's revenue also showed that apart from the failure of their own pformation, the great changes in the retail environment and the weakness in the leather shoes market were the fundamental reasons for the low performance of leather shoes.

Where are the market for leather shoes? The answer may be in the strong sports shoes market.

According to Adidas's first quarter earnings report in 2017, Adidas's net operating income in the first quarter of 2017 was as high as 455 million euros, an increase of 29.9% over the same period last year, which is in sharp contrast to the downturn in the leather shoes market.

In May 17th, a customer selected sports shoes at a special counter in Yinlin and Yintai.

Why do leather shoes lose to sports shoes?

The most intuitive reason is natural value.

In the sports shoes area of Yintai, Yintai, the color, style and variety of sports shoes are very dizzying. College students are buying basketball shoes. "For me, do you want to buy a pair of shoes?"

This is certainly a bit of an exaggeration, but compared with the rigid and stereotyped style of leather shoes, sports shoes are obviously more fashionable and attractive, especially for young people who are increasingly becoming the main consumers.

The second factor is the TV variety star effect.

With the popularity of "running men", the boys' shoes and feet have gradually attracted consumers to follow suit. Taobao's "Deng Chao's money" and "Lu Han's explosion" can be seen everywhere, and become the reason why consumers choose to sneakers. And the major brands are expanding their influence through celebrities. Adidas has signed Angelababy and Zheng Kailai's brand NEO, while Chen and Li Chen have stepped up Nike shoes to gain higher exposure and attention.

Secondly, the uneven quality of leather shoes and the high price of a pair of good leather shoes are also deterred by many customers.

In addition, leather shoes are dirty, easy to wear, and need to be taken care of.

Yan value is high, comfortable to wear, easy to handle, price friendly, more life oriented......

With such factors, it is natural for leather shoes to be replaced by sports shoes.

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