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Date：2017-12-26
Summary of the report hall: In the 21st century, consumers' demand for luggage is not the kind of hunger consumption in the early days of liberation, but the pursuit of diversification, personalization, service and so on. This requires companies to quickly design and quickly manufacture to quickly meet the needs of consumers.
International big brands have entered China one after another. Their competitive product advantages and mature management mode have made them gain a place in the Chinese market and have caused tremendous pressure on traditional domestic manufacturers. Now, at the top of the pyramid of the domestic luggage market, it is an international top brand such as LV. The price is high and the market share is expanding. Domestic brands are more concentrated on the shallower levels of prices and channels. Their market share is large but their profitability is very low. Only by volume. The mid-end is a small number of high-end brands, but these brands lack personality and appeal, and can not resonate with the deep emotions of consumers; product homogeneity is serious, everyone seems to be competing on the same wooden bridge.
1. Differentiated competition will gradually become a trend
As far as China's leather goods market is concerned, although some leather goods companies have begun to take a differentiated development path, they are still taking a homogenous development path. Their development strategy is to imitate other people's practices, including imitating others. Style, other people's style, even other people's channels, and so on. In the stage of rapid development of China's leather goods industry, this kind of imitation and even the development strategy of plagiarism can indeed survive and some live well. But this has resulted in a result that the market homogenization products are too serious, looking at the market, all the bags, regardless of color, style, style, etc., are almost the same.
What are the consequences of this? For consumers, they can't distinguish between good and bad. In the case that the leather products, appearance, color and other indicators produced by various manufacturers are similar, they can only make purchase decisions from the price and other aspects. Which is cheaper? buy that. From the manufacturer's point of view, everyone's competition is at a low level of competition, competing with each other's prices, and so on. As a result, the profit margin of the leather goods industry is getting lower and lower. Under normal circumstances, low-priced products mean that the manufacturers have less investment, resulting in lower and lower quality products, forming a vicious circle. This is not only bad for consumers, but also not conducive to the sustainable development of the entire leather goods industry.
As raw material costs, labor costs, etc. continue to rise, the competitive landscape of this price-based primary form will become unsustainable. The key to solving this problem is to take the road of differentiation. In fact, consumers do not only want to buy cheap but low-quality leather products, and a large number of consumers, hope to spend more money to buy high-quality, beautiful, branded leather products. This has made it possible for leather goods companies to change their wholesale models and get out of the differentiated road.
As far as the leather goods industry is concerned, the core of differentiation is the design style of leather products. In the design of the product, identify your own positioning and form your own unique style. Once you have established your own style, you will continue to maintain it for a long time.
Of course, differentiation will also be reflected in other aspects, such as channels. At present, the main channel of leather products is the wholesale circulation channel. In addition, agent channels, monopoly channels, shopping malls, etc., are all worth considering. Through the differentiated channel model, we can also embark on our own differentiated business path.
2, the trend of e-commerce
E-commerce transaction costs are inefficient. The buyers and sellers conduct business activities through the network without the involvement of the intermediary, which reduces the relevant links of the transaction. The seller can introduce and publicize products through the Internet, avoiding a lot of expenses such as advertising and printing in the traditional way. The buyer and the seller communicate the supply and demand information in an instant, making it possible to produce non-stock and non-stock sales, thereby reducing the inventory cost to zero. The traditional trading platform is a ground shop, and the e-commerce trading platform has greatly reduced the rent of the store. The network can bring together the power of people, and easily put together a small number of needs to place orders with manufacturers, so that the resident manufacturers can both increase sales and accurately produce.
Nowadays, most of the leather goods industry businesses have entered e-commerce. Platforms such as Alibaba, China Manufacturing Network and Global Sources have made them taste the sweet spot. Whether it is wholesalers or retailers, it is wise to enter e-commerce as soon as possible. select.
3, the hypermarket is sought after
Not everyone will like to trade online, there will be a certain share in the traditional market, but there is an urgent need for reform. As shop rents and transfer fees and operating costs are getting higher and higher, Wangpu is becoming more and more scarce and difficult to find. Some communities with strong commercial atmosphere have gradually entered the retailer's sight, just like the KFC model. Then, using the advantages of rent and transfer fees to integrate the marketable goods in the local market, and then use the favorable conditions such as the periodicity of the arrears of the goods payable and the perfect service and management to win the market.
No matter which mode is chosen to operate, it needs to be managed in a fine manner. Whether the store can bring a good feeling to the consumers depends on the comprehensive quality of the store, and the comprehensive quality is accumulated by numerous details, so the perfect details The meticulous management of systematic and streamlined informationization is particularly important. The competition and challenges in the leather goods industry are becoming more and more fierce, but at the same time there is considerable market space, and opportunities and challenges coexist.
From 2017 to 2021, the analysis of market demand and investment consulting report of China's leather goods industry, no matter which mode of leather goods enterprises choose to operate, it needs to be managed in a fine manner. Whether the store can bring a good feeling to consumers depends on the store. Comprehensive quality, and comprehensive quality is accumulated by numerous details, so it is especially important to improve the detailed management of systematic and streamlined informationization. The competition and challenges in the leather goods industry are becoming more and more fierce, but at the same time there is considerable market space. Opportunities and challenges coexist. I believe that the spring of China's luggage industry will not be far behind.
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