2012年中国皮鞋行业研究报告 >> 水清木华研究中心

　　中国是全球第一大鞋类生产基地， 2011年中国皮鞋产量为42.71亿双。最近十年，中国皮鞋产量的年均复合增长率达12.14%，但是2011年皮鞋产量同比仅增2%。2012年上半年，中国皮鞋生产量同比增长10%。

　　中国有三大皮鞋产业集群，分别为广东、浙江、福建。广东省以生产女士皮鞋为主，主要聚集在东莞、惠州等地；浙江以生产男士皮鞋为主，主要聚集在温州、温岭、台州等地；福建的传统产品是运动鞋，近几年皮鞋发展十分迅速，企业主要聚集在晋江、石狮等地。

　　广东省和浙江省主要为国外品牌做代工，产品以外销为主。受人民币汇率上升影响，再加上劳动力成本上升的因素，近两年广东和浙江两省的部分中小型制鞋企业出现倒闭或转向湖南、江西、广西、河南等内地省份，皮鞋产业出现下滑。而福建省产品以内销为主，所受到的冲击比较小。2012年上半年，福建省已成长为中国皮鞋产量第一大省，占中国皮鞋总产量的39%。而广东省和浙江省则分列第二和第三位。

　　目前中国知名皮鞋品牌商大多数采取多品牌经营战略，主要采取主打品牌系列化、收购或代理其他品牌等策略。采取这种战略的企业有百丽国际、千百度、星期六、利信达等上市企业；而意尔康、红蜻蜓、富贵鸟等企业，由于企业规模和资金限制，目前仍以单一品牌为主。

　　百丽国际是中国最大的鞋类生产企业，在中国大陆女鞋市场的占有率高达40%以上。百丽国际旗下共有10个自营品牌。目前百丽国际门店数量多达15,112个，远高于其他企业。2012年该集团的门店扩张速度将有所放缓，同时将主要致力于扩充女鞋产品线、加大男鞋和童鞋投入、发展电子商务平台三大业务的发展。

　　奥康国际是中国最大的男士皮鞋生产企业，2011年其奥康品牌在男士皮鞋市场的占有率达到6.49%。奥康国际旗下共有五大自营品牌，主要采取差异化品牌战略，奥康和康龙定位中高档，红火鸟定位中低档，美丽佳人和万利邦威定位于中高档。2012年4月，奥康国际在上海证券交易所上市，在上市资本的帮助下，未来奥康鞋业将加大销售网络的建设，计划在2012-2014年新增门店2490家。

　　销售渠道是皮鞋行业的核心业务，包括百丽、奥康在内的所有皮鞋企业都在进行销售渠道的扩张。除了增加和布局销售门店以外，一些企业开始进入网络销售平台等新兴渠道，未来皮鞋行业的竞争将从线下延伸至线上。

水清木华研究中心《2012年中国皮鞋行业研究报告》主要包括以下内容：

全球及中国制鞋业产业格局、品牌格局、区域格局；
中国皮鞋制造商数量、毛利率、产量、消费量、出口量等内容；
中国男士皮鞋和女士皮鞋市场主要特点、主要品牌、产品售价等内容；
中国皮鞋主要生产区域的发展情况；
中国皮鞋主要销售渠道、皮革供应情况等；
中国主要皮鞋制造商的产品品牌、收入情况、毛利率、销售网点分布、发展战略等内容。

As world’s largest footwear production base, China produced 4.271 billion pairs of leather shoes in 2011. In the past decade, China’s output of leather shoes grew at a CAGR of 12.14%, however, the YoY increase in 2011 was merely 2%, then 10% in the first half of 2012.

There are three important leather shoe industry clusters in China, respectively, Guangdong, Zhejiang, Fujian, of which, Guangdong Province gives priority to the production of women’s leather shoes, mainly gathered in Dongguan, Huizhou and other places; in Zhejiang Province, manufacturing of men’s leather shoes occupies a dominant position, chiefly concentrated in Wenzhou, Wenling, Taizhou, etc.; as for Fujian Province with sports shoes as the traditional product, the leather shoe industry has witnessed rapid development in recent years, and related companies are primarily gathered in Jinjiang, Shishi, etc..

Guangdong and Zhejiang provinces are mostly doing contract manufacturing for foreign brands, oriented by export sales. Influenced by the rising RMB exchange rate, combined with the rise in labor costs, some small- and medium-sized footwear enterprises in the two provinces have collapsed or turned to Hunan, Jiangxi, Guangxi, Henan and other inland provinces, showing a downward tendency. By contrast, products of Fujian Province, dominated by domestic sales, are less exposed to the impact. In the first half of 2012, Fujian Province has accounted for 39% of China’s total output of leather shoes, ranking first nationwide, followed by Guangdong and Zhejiang provinces.

Currently, the vast majority of China’s well-known brand owners adopt the multi-brand strategy, involving seriation of flagship brands, acquisition or acting for other brands, represented by Belle International Holdings Limited, C.banner International Holdings Limited, Foshan Saturday Shoes Co.,Ltd, Le Saunda Holdings Limited and other listed companies; while Fuguiniao, Red Dragonfly, Yearcon, etc. are still dominated by single brand, due to the limitation of corporate scale and funds.

As the largest footwear manufacturer in China, Belle International occupies over 40% share in Mainland Chinese women’s shoes market. It owns ten proprietary brands and 15,112 retail stores, towering over other counterparts. In 2012, against the background of decelerated store expansion, it will be committed to extending product lines for women’s shoes, increasing investment in men’s shoes and children’s shoes, and developing e-commerce platform.

Zhejiang Aokang Shoes Co Ltd, the largest men’s leather shoe manufacturer in China, its Aokang brand accounted for a market share of 6.49% in the men’s leather shoe market in 2011. With five proprietary brands, it chiefly renders differentiation in brand strategy, i.e. Aokang, Kanglong, Meirie's and VALLEVERDE are positioned at the high- and medium-end, while Redess at the low- and medium-end. In April 2012, Aokang Shoes was listed on Shanghai Stock Exchange; with the support of raised funds, it will enhance the construction of sales network by opening 2,490 new stores in 2012-2014 according to its plan.

Marketing channel acts as the core business of the leather shoe industry, all leather shoe companies including Belle and Aokang are under the expansion of marketing channel. In addition to the increase and layout of sales outlets, some companies have tapped into emerging channels such as online marketing platform, and competition in future leather shoe industry will extend from offline to online.

China Leather Shoe Industry Report, 2012 by ResearchInChina mainly covers the followings:

Industrial pattern, brand pattern and regional pattern of global and China footwear industries;

Number, gross margin, output, consumption, export volume, etc. of Chinese leather shoe manufacturers;

Main characteristics, major brands, product prices, etc. of Chinese markets for men’s and women’s leather shoes

Development of main leather shoe producing areas in China;

Major sales channels, leather availability, etc. of leather shoes in China;

Product brand, revenue, gross margin, sales outlets, development strategies, etc. of major Chinese leather shoe manufacturers

第一章皮鞋行业概述
1.1 皮鞋概述
1.1.1 产品界定
1.1.2 真皮标志
1.1.3 行业毛利率
1.2 全球皮鞋行业格局
1.2.1 产业格局
1.2.2 品牌格局
1.3 中国皮鞋行业格局
1.3.1 产业格局
1.3.2 品牌格局

第二章中国皮鞋市场概况
2.1 生产量
2.2 消费情况
2.2.1 消费量
2.2.2 人均消费量
2.3 出口情况
2.4 细分市场
2.4.1 女鞋市场
2.4.2 男鞋市场

第三章区域市场情况
3.1 区域格局
3.2 福建发展情况
3.3 广东发展情况
3.4 浙江发展情况

第四章销售渠道
4.1 产品售价
4.2 品牌战略
4.3 销售渠道
4.4 网络购物

第五章皮革市场
5.1 皮革分类
5.2 市场状况
5.3 竞争格局
5.4 发展趋势

第六章重点企业
6.1 百丽国际
6.1.1 企业概况
6.1.2 营业收入及毛利率
6.1.3 经销网络
6.1.4 新业务发展布局
6.2 千百度
6.2.1 企业概况
6.2.2 营业收入及毛利率
6.2.3 经销网络
6.3 星期六
6.3.1 企业概况
6.3.2 营业收入及毛利率
6.3.3 经销网络
6.3.4 新品牌加入
6.4 利信达集团
6.4.1 企业概况
6.4.2 营业收入及毛利率
6.4.3 经销网络
6.5 奥康国际
6.5.1 企业概况
6.5.2 营业收入
6.5.3 产品线
6.5.4 经销商情况
6.5.5 销售网络
6.6 达芙妮国际
6.6.1 企业概况
6.6.2 营业收入及毛利率
6.6.3 销售渠道
6.7 盈进集团
6.7.1 企业概况
6.7.2 营业收入及毛利率
6.7.3 经销网络
6.7.4 业务发展布局
6.8 亨达股份
6.8.1 企业概况
6.8.2 营业收入
6.8.3 销售网络
6.9 意尔康
6.10 红蜻蜓
6.11 康奈集团
6.12 富贵鸟
6.13 金猴集团
6.14 哈森商贸
6.15 蜘蛛王

1. Leather Shoes Industry
1.1 Overview of Leather Shoes
1.1.1 Definition
1.1.2 Dermal Mark
1.1.3 Gross Margin
1.2 Global Pattern
1.2.1 Industrial Pattern
1.2.2 Brand Pattern
1.3 China Pattern
1.3.1 Industrial Pattern
1.3.2 Brand Pattern

2. China Leather Shoe Market
2.1 Output
2.2 Consumption
2.2.1 Consumption
2.2.2 Per Capita Consumption
2.3 Exports
2.4 Market Segment
2.4.1 Women’s Shoe Market
2.4.2 Men’s Shoe Market

3. Regional Market
3.1 Regional Pattern
3.2 Development in Fujian
3.3 Development in Guangdong
3.4 Development in Zhejiang

4. Marketing Channel
4.1 Product Price
4.2 Brand Strategy
4.3 Marketing Channel
4.4 Online Shopping

5. Leather Market
5.1 Classification of Leather
5.2 Market Profile
5.3 Competitive Landscape
5.4 Development Tendency

6. Key Enterprises
6.1 Belle International Holdings Limited
6.1.1 Profile
6.1.2 Revenue and Gross Margin
6.1.3 Distribution Network
6.1.4 New Business Development Layout
6.2 C.banner International Holdings Limited
6.2.1 Profile
6.2.2 Revenue and Gross Margin
6.2.3 Distribution Network
6.3 Foshan Saturday Shoes Co.,Ltd
6.3.1 Profile
6.3.2 Revenue and Gross Margin
6.3.3 Distribution Network
6.3.4 New Brand
6.4 Le Saunda Holdings Limited
6.4.1 Profile
6.4.2 Revenue and Gross Margin
6.4.3 Distribution Network
6.5 ZheJiang AoKang Shoes Co., Ltd.
6.5.1 Profile
6.5.2 Revenue
6.5.3 Product Line
6.5.4 Dealer Situation
6.5.5 Sales Network
6.6 Daphne International Holdings Limited
6.6.1 Profile
6.6.2 Revenue and Gross Margin
6.6.3 Marketing Channel
6.7 Walker Group Holdings Limited
6.7.1 Profile
6.7.2 Revenue and Gross Margin
6.7.3 Distribution Network
6.7.4 Business Development Layout
6.8 HengDa Co., Ltd.
6.8.1 Profile
6.8.2 Revenue
6.8.3 Sales Network
6.9 YEARCON CO., LTD
6.10 Zhejiang Red Dragonfly Footwear Co., Ltd.
6.11 Kangnai Group Co. Ltd
6.12 Fuguiniao Co., Ltd.
6.13 JINHO GROUP
6.14 Harson Trading (China) Co., Ltd.
6.15 Spider King Group Shoes Co., Ltd

图：2011年中国鞋类消费结构
表：2012中国入选“真皮领先鞋王”的皮鞋品牌
图：2002-2012年中国规模以上皮鞋制造企业数量
图：2002-2012年中国规模以上皮鞋制造企业营业收入及毛利率
图：全球主要制鞋国家分布
表：全球主要鞋类产品生产国情况对比
图：全球制鞋业聚集地迁移历程
表：全球鞋类知名品牌
表：中国制鞋业三大聚集地区
表：中国鞋类产品市场定位及价格
图：2002-2012年中国皮鞋产量
图：2002-2011年中国皮鞋消费量
图：2002-2011年中国皮鞋内销比例
图：2002-2012年中国人均皮鞋消费量
图：2011年中国与国际发达国家或地区人均皮鞋消费情况
图：2002-2012年中国皮鞋出口量
图：2002-2012年中国皮鞋出口量占总产量的比例
图：2002-2012年中国皮鞋出口平均单价
图：2011年中国鞋履零售额结构
图：中国女鞋品牌知名度-无提示第一提及率
图：2011年中国女士皮鞋市场占有率
表：中国主要女士皮鞋品牌风格及定位
图：2011年中国男式皮鞋市场占有率
表：中国主要男鞋品牌介绍
图：2011年中国皮鞋产量按省份分布
图：2012年上半年中国皮鞋产量按省份分布
图：2002-2012年福建省皮鞋产量
图：2002-2012年广东省皮鞋产量
图：2002-2012年浙江省皮鞋产量
表：各收入阶层消费者主要购买的鞋类平均价格
表：中国知名鞋企业多品牌情况
图：2000、2006、2011年中国鞋履零售渠道分布
表：中国体育用品、鞋类开店容量
图：2010年淘宝（包括淘宝集市和淘宝商城）各类鞋成交额
图：2010年淘宝集市女鞋成交TOP10品牌
图：2010 年淘宝商城度女鞋成交TOP10 品牌
图：2010 年淘宝集市男鞋成交TOP10 品牌
图：淘2010 年宝商城男鞋成交TOP10 品牌
图：皮革分类
图：2002-2012年中国生皮产量
图：2009-2012年中国生皮及蓝湿皮进口量
图：2009-2012年中国生皮及蓝湿皮进口平均单价
表：2009-2011年兴业科技牛原皮及牛蓝皮采购单价
表：中国主要制革企业
图：2007-2012年百丽国际营业收入及毛利率
图：2008-2012年百丽国际分地区营业收入构成
表：2008-2012年百丽国际分产品营业收入
图：2008-2012年百丽国际鞋类及运动服饰产品毛利率
图：2011年百丽国际中国大陆自营零售店分布
表：2011年百丽国际鞋类及运动服饰产品中国大陆零售店分布
图：2008-2012年千百度集团营业收入及毛利率
表：2011年千百度集团各品牌产品门店分布
图：2007-2012年星期六营业收入及毛利率
表：2010-2012年星期六各品牌产品营业收入及毛利率
图：2008-2012年星期六三大品牌营业收入增长率
图：2009-2011年星期六分地区营业收入分布
图：2008-2012年星期六出口业务收入
图：2007-2012年星期六门店数量
图：FY2008-2012利信达集团营业收入及毛利率
图：FY2009-2012利信达集团营业收入区域构成
图：FY2009-2012利信达集团营业收入产品构成
图：FY2008-2012利信达集团店铺数量
表：FY2011-2012利信达集团店铺分布
表：2009-2012年奥康国际营业收入及利润
图：2009-2012年奥康国际营业收入产品构成
图：2009-2012年奥康国际营业收入区域构成
表：奥康国际五大品牌
图：2008-2012年奥康国际直营店及加盟店数量
图：奥康国际产品毛利分享占比情况
图：2011年奥康国际销售门店地区分布
表：2012-2013年奥康国际直营店建设规划
图：2012-2013年奥康国际在各省市直营店开店计划
图：2007-2012年达芙妮国际营业收入及毛利率
图：2008-2012年达芙妮国际营业收入分业务构成
图：2008-2012年达芙妮国际门店数量
表：2008-2012年达芙妮国际核心品牌门店分布
图：FY2008-2012盈进集团营业收入及毛利率
图：FY2007-2012盈进集团鞋类产品日均销售量
图：FY2007-2012盈进集团鞋类产品销售均价
图：FY2008-2012盈进集团营业收入地区分布
表：FY2007-2012盈进集团各地区销售网点数量
表：亨达股份各品牌产品定位
表：2008-2011年亨达股份营业收入及净利润
表：2008-2011年亨达股份分业务营业收入
表：2008-2011年亨达股份分地区营业收入
表：2011年上半年亨达股份门店分布
表：2011年上半年亨达股份各品牌自营店数量
表：2011年上半年亨达股份各品牌自营店区域分布
表：富贵鸟生产基地及研发中心

Consumption Structure of Footwear in China, 2011
Leather Shoe Brands Being Selected as the “Chinese Leading Dermis Shoes King”, 2012
The Number of Large Leather Shoes Manufactuers in China, 2002-2012
Revenue and Gross Margin of Leather Shoe Manufacturers (with Annual Sales of RMB20 mln) in China, 2002-2012
Distribution of the World’s Leading Footwear Producing Countries
Comparison among the World’s Major Footwear Producing Countries
Migration Process of Global Footwear Production Clusters
Famous Footwear Brands Worldwide
Three Major Footwear Clusters in China
Market Positioning and Price of Chinese Footwear Products
Output of Leather Shoes in China, 2002-2012
Consumption of Leather Shoes in China, 2002-2011
Proportion of Domestic Sales of Leather Shoes in China, 2002-2011
Per Capita Consumption of Leather Shoes in China, 2002-2012
Per Capita Consumption of Footwear between China and Developed Countries or Regions, 2011
Export Volume of Leather Shoes in China, 2002-2012
% of Exports in Total Leather Shoe Output in China, 2002-2012
Average Unit Price of Chinese Leather Shoe Exports, 2002-2012
Retail Sales Structure of Footwear in China, 2011
Chinese Women's Shoe Brand Awareness –No.1 Brand Awareness without Hint
Market Share of Women’s Shoes in China, 2011
Style and Positioning of Major Women’s Leather Shoe Brands in China
Market Share of Men’s Shoes in China, 2011
Introduction to Major Men’s Shoe Brands in China
Output Breakdown of Leather Shoes in China by Province, 2011
Output Breakdown of Leather Shoes in China by Province, H1 2012
Output of Leather Shoes in Fujian Province, 2002-2012
Output of Leather Shoes in Guangdong Province, 2002-2012
Output of Leather Shoes in Zhejiang Province, 2002-2012
Average Price of Shoes by Consumers’ Income Level
Multi-brand Situation of Well-known Footwear Enterprises in China
Retail Channel Distribution of Footwear in China, 2000, 2006 and 2011
Shop Capacity of Sporting Goods and Footwear in China
Turnover of All Kinds of Shoes on Taobao (Including Taobao Marketplace and Taobao Mall), 2010
Top 10 Women’s Shoe Brands on Taobao Marketplace by Trading Volume, 2010
Top 10 Women’s Shoe Brands on Taobao Mall by Trading Volume, 2010
Top 10 Men’s Shoe Brands on Taobao Marketplace by Trading Volume, 2010
Top 10 Men’s Shoe Brands on Taobao Mall by Trading Volume, 2010
Classification of Leather
Raw Hide Output in China, 2002-2012
Import Volume of Raw Hide and Wet Blue Leather in China, 2009-2012
Average Import Price of Raw Hide and Wet Blue Leather in China, 2009-2012
Purchase Price of Raw Bovine Hide and Bovine Blue of Industrial Science and Technology, 2009-2011
Major Leather Making Companies in China
Revenue and Gross Margin of Belle International, 2007-2012
Revenue Breakdown of Belle International by Region, 2008-2012
Revenue Breakdown of Belle International by Product, 2008-2012
Gross Margin of Footwear and Sportswear Products of Belle International, 2008-2012
Self-operated Retail Chains of Belle International in Mainland China, 2011
Retail Chains of Footwear and Sportswear Products of Belle International in Mainland China, 2011
Revenue and Gross Margin of C.banner International, 2008-2012
Store Distribution of C.banner International by Brand Products, 2011
Revenue and Gross Margin of Saturday, 2007-2012
Revenue and Gross Margin of Saturday by Brand Products, 2010-2012
Revenue Growth Rate of Saturday’s Three Major Brands, 2008-2012
Revenue Breakdown of Saturday by Region, 2009-2011
Export Revenue of Saturday, 2008-2012
Number of Stores of Saturday, 2007-2012
Revenue and Gross Margin of Le Saunda, FY2008- FY2012
Revenue Breakdown of Le Saunda by Region, FY2009-FY2012
Revenue Breakdown of Le Saunda by Product, FY2009-FY2012
Number of Stores of Le Saunda, FY2008-FY2012
Shop Distribution of Le Saunda, FY2011-FY2012
Revenue and Profit of ZheJiang AoKang Shoes, 2009-2012
Revenue Breakdown of ZheJiang AoKang Shoes by Products, 2009-2012
Revenue Breakdown of ZheJiang AoKang Shoes by Region, 2009-2012
Five Major Brands of ZheJiang AoKang Shoes
Number of Regular Chain Stores and Franchised Outlets of ZheJiang AoKang Shoes, 2008-2012
Gross Margin of ZheJiang AoKang Shoes by Products
Sales Outlets of ZheJiang AoKang Shoes by Region, 2011
Planning of Regular Chain Construction of ZheJiang AoKang Shoes, 2012-2013
Regular Chain Planning of ZheJiang AoKang Shoes by Province, 2012-2013
Revenue and Gross Margin of Daphne International, 2007-2012
Revenue Breakdown of Daphne International by Business, 2008-2012
Number of Stores of Daphne International, 2008-2012
Store Distribution of Core Brands of Daphne International, 2008-2012
Revenue and Gross Margin of Walker Group, FY2008-FY2012
Average Daily Sales Volume of Footwear Products of Walker Group, FY2007-FY2012
Average Sales Price of Footwear Products of Walker Group, FY2007-FY2012
Revenue Breakdown of Walker Group by Region, FY2008-FY2012
Sales Outlet Number of Walker Group by Region, FY2007-FY2012
Product Positioning of HengDa by Brands
Revenue and Net Income of HengDa, 2008-2011
Revenue Breakdown of HengDa by Business, 2008-2011
Revenue Breakdown of HengDa by Region, 2008-2011
Store Distribution of HengDa, H1 2011
Self-operated Store Quantity of HengDa by Brands, H1 2011
Self-operated Store Distribution of HengDa by Brands, H1 2011
Production Base and R&D Center of Fuguiniao