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Footwear Retailing - China - September 2013

“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.”

– Matthew Crabbe, Director of Research, Asia-Pacific

In this report, we answer the key questions:

  • What are the challenges facing China’s 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?

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Table of contents

  1. 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

                                                                                                        Companies Covered

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                                                                                                        Footwear Retailing - China - September 2013

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