Footwear Retailing - China

Sep, 2013   |   Mintel Group   |   Format : PDF

The increasingly competitive footwear retail market in China means retailers need to adapt quickly to diversifying consumer footwear needs. As retailers expand their coverage across more of China and into more lower tier cities, where average store turnover tends to be lower, they must focus on raising frequency of shopping among consumers to prevent sales turnover and market share growth stagnation.

In this report, we answer the key questions:

What are the challenges facing Chinas footwear retail industry now as market growth has begun to slow down?
What are consumers behaviour regarding and attitudes towards buying footwear, pricing and frequency of shopping?
Who are the key consumer groups for different types of footwear, and from which outlets do they tend to buy, either in-store or online?
What can retailers do to increase the frequency of shopping and purchasing among consumers, and which consumer groups represent the greatest potential for this?
What are the key features that Chinese consumers are looking for in terms of product innovation, fashion and shopping experience when buying shoes, that retailers can use to increase sales?

INTRODUCTION
Definition
Report structure
Methodology
Abbreviations

EXECUTIVE SUMMARY
The market
Figure 1: China total footwear retail sales value, 2008-18
Companies and brands
Figure 2: China Top five leading footwear retailers market shares, 2011/12
The consumer
Figure 3: Average spending per pair on shoes, by type, July 2013
The issues
Drivers for frequency and location of shoe purchasing
Figure 4: Frequency of shoe purchasing in the past 12 months, July 2013
Consumer differences in footwear ownership and purchasing
Figure 5: Number of pairs of shoes owned, by type, July 2013
Consumer shopping habits influence outlet choice
Figure 6: Footwear purchasing habits, July 2013
Fashion versus function in driving footwear sales
Figure 7: Attitudes towards purchasing footwear, July 2013
What we think

THE MARKET
Key points
Market size and forecast
Figure 8: China total footwear retail sales value, 2008-18
Market segmentation
Figure 9: China total footwear retail sales value by broad consumer sector, 2008-13
Figure 10: Frequency of footwear purchasing in the past 12 months, by presence of children in the home, July 2013
Figure 11: Frequency of footwear purchasing in the past 12 months, by gender and age group, July 2013
Figure 12: China total footwear retail sales value % breakdown by broad consumer sector, 2008 and2013
Market drivers
Retail channels
Online footwear retail
Figure 13: China e-commerce market value split by C2C and B2C, 2007-12
Figure 14: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
Sports footwear oversupply
Per capita annual shoe consumption of urban residents by income level
Figure 15: China Urban household per capita apparel spending, by income group, 2008-12
Figure 16: China Urban household per capita footwear spending, by income group, 2008-12
Figure 17: China Urban household per capita footwear spending as a % of per capita apparel spending, by income group, 2008-12
Figure 18: China Urban household per capita volume footwear purchases, by income group, 2008-12
Figure 19: China Urban household per capita spend per pair of shoes purchased, by income group, 2008-12
Figure 20: Frequency of shoe purchasing in the past 12 months, by monthly household income group, July 2013
Figure 21: China Urban household per capita footwear spending, by province, 2008-12
Local manufacturing cost rises and production shifting abroad

COMPANIES AND BRANDS
Key points
Brand share
Figure 22: China Leading footwear manufacturers and retailers market shares, 2010-12
Figure 23: China Leading footwear retailers retail outlet numbers and average sales per store, 2011 and 2012
Need to drive up same-store sales
Figure 24: Consumer attitudes towards footwear purchasing and the in-store experience, July 2013
Market competition becoming more complex
Marketing and innovation
Celebrity endorsement
Companies
Belle International Holdings Ltd.
Figure 25: Belle International Co., Ltd. footwear outlets by ownership structure, end December 2012
Figure 26: Belle International Co., Ltd. footwear sales by ownership structure, 2011 and 2012
Nike, Inc.
Figure 27: Nike, Inc. business revenues breakdown by geographic region, 2010-12
Figure 28: Nike, Inc. business pre-tax profits breakdown, by geographic region, 2010-12
Figure 29: Nike, Inc. Greater China business revenues breakdown, by product sector and pre-tax profits, 2010-12
Daphne International Holdings Ltd.
Figure 30: Daphne International financial results, 2008-12
Adidas AG
Figure 31: Adidas AG financial results, by global business versus Greater China, by business segment, 2008-12
Anta Sports Products Limited
Figure 32: Anta Sports financial results, 2008-12

THE CONSUMER FOOTWEAR OWNERSHIP AND AVERAGE SPEND
Key points
Both casual and formal shoes predominate among Chinese consumers
Figure 33: Number of pairs of shoes owned, by type, July 2013
No surprise women own more pairs of shoes than men
Figure 34: Number of pairs of shoes owned, by type, by gender, July 2013
Boots, outdoor shoes and formal shoes top the spending table
Figure 35: Average spending per pair on shoes, by type, July 2013
Figure 36: Average spending per pair on shoes by type, by gender, July 2013

THE CONSUMER PURCHASING FREQUENCY AND SHOPPING CHANNELS
Key points
Can men be persuaded to shop for shoes more frequently?
Figure 37: Frequency of shoe purchasing in the past 12 months, July 2013
Figure 38: Frequency of shoe purchasing in the past 12 months, by gender, July 2013
Sportswear and department store/mall outlets continue to dominate
Figure 39: Retail location of shoe purchasing in the past 12 months, July 2013

THE CONSUMER ATTITUDES TOWARDS FOOTWEAR AND FOOTWEAR SHOPPING HABITS
Key points
Price and footwear specialisation significant choice factors
Figure 40: Shoe purchasing habits, July 2013
Value for money continues to dominate shopping decisions
Figure 41: Shoe purchasing attitudes, July 2013

KEY ISSUE DRIVERS FOR FREQUENCY AND LOCATION OF SHOE PURCHASING
Key points
Can retailers encourage men to buy shoes more often?
Figure 42: Frequency of shoe purchasing in the past 12 months, July 2013
Figure 43: Frequency of shoe purchasing in the past 12 months, by gender and age group, July 2013
Shoe purchasing frequency directly linked to income
Figure 44: Frequency of shoe purchasing in the past 12 months, by monthly household income group, July 2013
Figure 45: Frequency of shoe purchasing in the past 12 months, by city, July 2013
Children contribute to higher shoe shopping frequency
Figure 46: Frequency of shoe purchasing in the past 12 months, by marital status and children in home, July 2013
Clothing generalists and online sites see highest shopping frequency
Figure 47: Retail location of shoe purchasing in the past 12 months, July 2013
Figure 48: Frequency of shoe purchasing in the past 12 months, by retail location of shoe purchasing in the past 12 months, July 2013
Men shop for shoes, women go shoe shopping
Figure 49: Retail location of shoe purchasing in the past 12 months, by gender and age group, July 2013
Lower income consumers buy shoes online and at modern grocers
Figure 50: Retail location of shoe purchasing in the past 12 months, by monthly household income group, July 2013
What does it mean?

KEY ISSUE CONSUMER DIFFERENCES IN FOOTWEAR OWNERSHIP AND PURCHASING
Key points
Women buy shoes, men buy trainers
Figure 51: Number of pairs of shoes owned, by type, July 2013
Key consumer groups by types of footwear
Figure 52: Number of pairs of shoes owned, by type, by gender and age group, July 2013
Figure 53: Number of pairs of shoes owned, by type, by monthly household income group, July 2013
Average spend on shoes by income
Figure 54: Average spending per pair on shoes, by type, July 2013
Gender differences in average footwear spending
Figure 55: Average spending per pair on shoes, by type, by gender and age group, July 2013
Income group differences in average footwear spending
Figure 56: Average spending per pair on shoes, by type, by monthly household income group, July 2013
What does it mean?

KEY ISSUE CONSUMER SHOPPING HABITS INFLUENCE ON OUTLET CHOICE
Key points
Striking the balance between in-store and online sales
Figure 57: Shoe purchasing habits, July 2013
Consumer shopping frequency by outlet type
Figure 58: Frequency of shoe purchasing in the past 12 months, by retail location of shoe purchasing in the past 12 months, July 2013
Consumer loyalty between shoe shops and apparel generalists
Figure 59: Shoe purchasing retailer selection habits, by retail location of shoe purchasing in the past 12 months, July 2013
The benefits of establishing a reputation as a specialist
Figure 60: Shoe purchasing brand selection habits, by retail location of shoe purchasing in the past 12 months, July 2013
From which stores do consumers wait for sales or discounts?
Figure 61: Shoe purchasing price selection habits, by retail location of shoe purchasing in the past 12 months, July 2013
Shopping habits shaped by experience
Figure 62: Retail location of shoe purchasing in the past 12 months, by shoe purchasing attitudes relating to in-store experience, July 2013
Consumer shoe shopping habits by demographics
Figure 63: Shoe purchasing habits, by gender and age group, July 2013
Figure 64: Shoe purchasing habits, by monthly household income group, July 2013
What does it mean?

KEY ISSUE FASHION VERSUS FUNCTION IN DRIVING FOOTWEAR SALES
Key points
Quality of product and experience are worth paying for
Figure 65: Shoe purchasing attitudes, July 2013
Consumer shoe purchasing attitudes by demographics
Figure 66: Shoe purchasing attitudes, by gender and age group, July 2013
Figure 67: Shoe purchasing attitudes, by monthly household income group, July 2013
Fashion versus comfort
Figure 68: Shoe purchasing attitudes to sacrificing comfort if they really like the style of the shoes, by gender and age group, July 2013
Figure 69: Shoe purchasing attitudes to sacrificing comfort if they really like the style of the shoes, by monthly household income group, July 2013
Figure 70: Retail location of shoe purchasing in the past 12 months, by shoe purchasing attitudes relating to fashion versus comfort, July 2013
In-store experience
Figure 71: Retail location of shoe purchasing in the past 12 months, by shoe purchasing attitudes relating to in-store experience, July 2013
International brands versus local ones
Figure 72: Retail location of shoe purchasing in the past 12 months, by shoe purchasing attitudes relating to international versus domestic brands, July 2013
Price point versus product quality
Figure 73: Retail location of shoe purchasing in the past 12 months, by shoe purchasing attitudes relating to price, July 2013
What does it mean?

APPENDIX MARKET SIZE
Figure 74: China total footwear retail sales value by broad sector, 2008-18

APPENDIX OWNERSHIP OF AND TIME SPENT SHOPPING FOR SHOES
Figure 75: Number of pairs of shoes owned, by type, July 2013
Figure 76: Number of pairs of shoes owned, by type, July 2013 (continued)
Figure 77: Number of pairs of sandals owned, by demographics, July 2013
Figure 78: Number of pairs of flip-flops owned, by demographics, July 2013
Figure 79: Number of pairs of boots owned, by demographics, July 2013
Figure 80: Number of pairs of casual shoes owned, by demographics, July 2013
Figure 81: Number of pairs of formal shoes owned, by demographics, July 2013
Figure 82: Number of pairs of trainers/sports shoes owned, by demographics, July 2013
Figure 83: Number of pairs of outdoor footwear owned, by demographics, July 2013
Figure 84: Frequency of shoe purchasing in the past 12 months, by number of pairs of sandals owned, July 2013
Figure 85: Frequency of shoe purchasing in the past 12 months, by number of pairs of flip-flops owned, July 2013
Figure 86: Frequency of shoe purchasing in the past 12 months, by number of pairs of boots owned, July 2013
Figure 87: Frequency of shoe purchasing in the past 12 months, by number of pairs casual shoes owned, July 2013
Figure 88: Frequency of shoe purchasing in the past 12 months, by number of pairs of formal shoes owned, July 2013
Figure 89: Frequency of shoe purchasing in the past 12 months, by number of pairs of trainers/sports shoes owned, July 2013
Figure 90: Frequency of shoe purchasing in the past 12 months, by number of pairs of outdoor footwear owned, July 2013
Figure 91: Frequency of shoe purchasing in the past 12 months, by number of pairs of other types of shoes owned, July 2013

APPENDIX SPENDING ON TYPES OF SHOES
Figure 92: Average spending per pair on shoes, by type, July 2013
Figure 93: Average spending per pair on shoes, by type, July 2013 (continued)
Figure 94: Average spending per pair on shoes, by type, by demographics, July 2013
Figure 95: Average spending per pair on shoes, by type, by frequency of shoe purchasing in the past 12 months, July 2013

APPENDIX SHOE SHOPPING FREQUENCY
Figure 96: Frequency of shoe purchasing in the past 12 months, July 2013
Figure 97: Frequency of shoe purchasing in the past 12 months, by demographics, July 2013
Figure 98: Frequency of shoe purchasing in the past 12 months, by most popular retail location of shoe purchasing in the past 12 months, July 2013
Figure 99: Frequency of shoe purchasing in the past 12 months, by next most popular retail location of shoe purchasing in the past 12 months, July 2013

APPENDIX SHOE SHOPPING BY LOCATION
Figure 100: Retail location of shoe purchasing in the past 12 months, July 2013
Figure 101: Most popular retail location of shoe purchasing in the past 12 months, by demographics, July 2013
Figure 102: Next most popular retail location of shoe purchasing in the past 12 months, by demographics, July 2013
Figure 103: Other retail location of shoe purchasing in the past 12 months, by demographics, July 2013
Figure 104: Retail location of shoe purchasing in the past 12 months, by shoe purchasing habits retailer selection, July 2013
Figure 105: Retail location of shoe purchasing in the past 12 months, by shoe purchasing habits In-store and online purchase behaviour, July 2013
Figure 106: Retail location of shoe purchasing in the past 12 months, by shoe purchasing habits Brand selection, July 2013
Figure 107: Retail location of shoe purchasing in the past 12 months, by shoe purchasing habits Price and material knowledge, July 2013

APPENDIX SHOE PURCHASING HABITS
Figure 108: Shoe purchasing habits, July 2013
Figure 109: Shoe purchasing habits Retailer selection, by demographics, July 2013
Figure 110: Shoe purchasing habits In-store and online purchase behaviour, by demographics, July 2013
Figure 111: Shoe purchasing habits Brand selection, by demographics, July 2013
Figure 112: Shoe purchasing habits Price, by demographics, July 2013
Figure 113: Shoe purchasing habits Material knowledge, by demographics, July 2013

APPENDIX SHOE PURCHASING ATTITUDES
Figure 114: Shoe purchasing attitudes, July 2013
Figure 115: Agreement with the statement Shopping for shoes in store is a pleasant experience for me, by demographics, July 2013
Figure 116: Agreement with the statement I prefer to buy shoes in store because better customer services is offered, by demographics, July 2013
Figure 117: Agreement with the statement The most important thing to me when buying shoes is that they are fashionable, by demographics, July 2013
Figure 118: Agreement with the statement I can sacrifice comfort if I really like the style of the shoes, by demographics, July 2013
Figure 119: Agreement with the statement Retailers should update their shoe styles more often than once a season, by demographics, July 2013
Figure 120: Agreement with the statement Footwear of international brands provides better quality, by demographics, July 2013
Figure 121: Agreement with the statement Value for money is more important than which brand they come from, by demographics, July 2013
Figure 122: Agreement with the statement Chinese footwear brands are just as stylish as foreign brands, by demographics, July 2013
Figure 123: Agreement with the statement It is worth spending more to get good quality footwear, by demographics, July 2013
Figure 124: Agreement with the statement Low price is more important to me than good quality when buying footwear, by demographics, July 2013
Figure 125: Agreement with the statement Well-known brands of footwear are worth paying more for, by demographics, July 2013  

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