After years of being crushed by sneakers, some of the old branded women's shoes appear to be beginning to attract consumer attention and return to their lockers. Last year, daphne, bailey and saturday were the top three in the double 11 sales of the shivering women's shoes。
In the little red book, the brands daphne, bailey, saturdays, bistro, etc. Have become regular guests in notes such as the “miu is mary jane”. We have a comment from the comment section: "the national product is based on asian feet, which are more comfortable."
The lack of design for indigenous women's shoe brands and the high price premium were once rejected by domestic consumers. However, journalists have noted that some brands have been adjusted and transformed in recent years, both in terms of prices and design, and that in order to seize the enormous opportunities presented by the rise of content generators, a number of brands have also begun to speed up the upgrading of their own products, engage in a variety of joint and innovative marketing activities, and increasingly increase the marketing of traditional and emerging platforms。
This wave of warming of consumption is also reflected in the performance of the companies concerned. In the case of daphne international (00210. Hk), which used to be a female shoe brand in the head of china, the domestic women's shoe market as a whole began to run down in 2015-2019 and the company continued to lose. In 2020, daphne began to transform, and in 2022 the operational level was reduced to a surplus. According to the latest published financial statements, the company's operating income increased by 23 per cent to about $322 million over the previous year; shareholders should have increased their earnings by 71 per cent to about $107 million. In 2023, companies received $263 million, an increase of 53 per cent over the same period; shareholders should account for $62. 4 million, an increase of 68 per cent over the same period。
Like daphne, other girls' shoe brands are beginning to rise in the emerging power source. The 2024 trades report - trends in the female shoes industry insight shows that in 2023, daphne, 1000 degrees, bailey, her, scaratu, etc. Were among the top 20 brands of the women's shoes market。
According to frost sullivan, china's fashion shoe market was the second largest retail market in the world in 2022. It is expected to grow at a compound annual growth rate of 4. 3 per cent between 2022 and 2027, reaching $20. 76 billion in 2027。
In 2024, another female shoe king, bailey, also filed an application for listing with hong kong zhui, which seven years earlier had been privatized to leave the market because of a business transformation. According to the application, bailey has made some strategic adjustments over the past few years. Subtracting online is accompanied by strong additions from online channels. In addition, noting the high frequency of live broadcasts, in recent years bailey has also continued to devote significant resources to the expansion of electric operators and has been moving into online platforms such as skycats, treasures and little red books, which are popular among young people. It has established its own dedicated live radio team with more than 120 anchors, with more than 30 million fans。
It should be noted, however, that while some of the female shoe brands are lost and lost, the gap is not small compared to their peak revenues. In addition, a number of brands are either still in loss or under considerable debt pressure. For example, hassen's shares (603958. Sh) had previously issued a bulletin stating that the financial sector had initially calculated that net profits attributable to the parent company owners were expected to be realized in 2024 - 95 million to 120 million yuan. Companies explained that the reporting period was affected by, inter alia, the market environment and increased competition, which resulted in a loss of performance during the reporting period as a result of a reduction in the number of company shoe shops, a decrease in operating revenues, a decrease in the mĀori rate, a decrease in mĀori and an increase in the impairment of assets。
