皮(pi)鞋(xie)銷售(shou)在鞋(xie)類消費(fei)中占比(bi)(bi)(bi)最(zui)高,銷售(shou)額穩步增長(chang)。根據中國(guo)皮(pi)革協會的數據,2013 年我國(guo)規模以上(shang)皮(pi)鞋(xie)企業銷售(shou)收入4,231 億元(包括出口),同比(bi)(bi)(bi)增長(chang)6.54%,在鞋(xie)業行業收入占比(bi)(bi)(bi)為66%;相對(dui)(dui)而言,城(cheng)(cheng)市居(ju)民(min)在日(ri)常工作、社交場(chang)合中對(dui)(dui)著裝要求(qiu)更高,對(dui)(dui)流行(xing)時尚更敏感,消費(fei)皮鞋(xie)(xie)產品更多。而農村居(ju)民(min)的(de)(de)消費(fei)觀念較為落后,服(fu)飾(shi)穿(chuan)著偏重(zhong)實用(yong)性(xing),需要皮鞋(xie)(xie)、正裝的(de)(de)場(chang)合較少(shao)。2014 年我(wo)國城(cheng)(cheng)鎮化率(lv)為54.77%,預計(ji)未來五(wu)年每(mei)年將(jiang)提高一個百分點(dian),新增1,300 萬(wan)城(cheng)(cheng)鎮居(ju)民(min)。隨著更多農民(min)、務(wu)工人員進城(cheng)(cheng),居(ju)民(min)對(dui)(dui)皮鞋(xie)(xie)的(de)(de)需求(qiu)還將(jiang)穩步(bu)增長。
中(zhong)(zhong)(zhong)(zhong)國鞋(xie)(xie)類企業(ye)(ye)產(chan)能(neng)主要集(ji)中(zhong)(zhong)(zhong)(zhong)在(zai)廣(guang)東(dong)(dong)(dong)、浙(zhe)江(jiang)、福建(jian)等東(dong)(dong)(dong)南(nan)沿(yan)海地(di)(di)區(qu)。在(zai)鞋(xie)(xie)類生(sheng)產(chan)集(ji)中(zhong)(zhong)(zhong)(zhong)的地(di)(di)區(qu)形成了一批產(chan)業(ye)(ye)集(ji)群(qun):包括浙(zhe)江(jiang)溫州―中(zhong)(zhong)(zhong)(zhong)國鞋(xie)(xie)都,廣(guang)東(dong)(dong)(dong)惠東(dong)(dong)(dong)―中(zhong)(zhong)(zhong)(zhong)國皮鞋(xie)(xie)生(sheng)產(chan)基(ji)地(di)(di),浙(zhe)江(jiang)溫嶺―中(zhong)(zhong)(zhong)(zhong)國鞋(xie)(xie)業(ye)(ye)名城,福建(jian)晉(jin)江(jiang)―中(zhong)(zhong)(zhong)(zhong)國鞋(xie)(xie)都,廣(guang)東(dong)(dong)(dong)鶴山(shan)―中(zhong)(zhong)(zhong)(zhong)國男鞋(xie)(xie)生(sheng)產(chan)基(ji)地(di)(di)。此外,廣(guang)東(dong)(dong)(dong)東(dong)(dong)(dong)莞制鞋(xie)(xie)產(chan)業(ye)(ye)基(ji)礎雄厚(hou),福建(jian)莆田、江(jiang)蘇丹陽及江(jiang)都,山(shan)東(dong)(dong)(dong)高密及蘭村等地(di)(di)制鞋(xie)(xie)業(ye)(ye)也在(zai)蓬勃發(fa)展。
隨著(zhu)東部(bu)地(di)區各種生產(chan)要素(su)成(cheng)本的上升(sheng),產(chan)能、產(chan)量(liang)以及投(tou)資已經(jing)開始逐(zhu)步(bu)向(xiang)中西(xi)部(bu)地(di)區轉(zhuan)移(yi),在中西(xi)部(bu)也正(zheng)在逐(zhu)步(bu)形成(cheng)一批新的鞋類產(chan)業集群:如(ru)成(cheng)都、重慶。通過這種轉(zhuan)移(yi),東部(bu)鞋企逐(zhu)步(bu)將主要資源和(he)精力集中到品牌推廣、產(chan)品開發設計和(he)營銷渠(qu)道建設。
我國皮鞋企(qi)(qi)業(ye)經(jing)(jing)歷了(le)從起步到發展壯(zhuang)大的過程,一(yi)大批自主品(pin)牌企(qi)(qi)業(ye)脫穎而出(chu),成為行業(ye)發展的中堅力(li)量(liang),品(pin)牌知名度和企(qi)(qi)業(ye)實力(li)提升很快,走上(shang)了(le)品(pin)牌化(hua)經(jing)(jing)營之路。
從國內皮鞋品牌(pai)發展的歷程看(kan),我國鞋企大(da)多是(shi)從國內二、三線(xian)(xian)消(xiao)費市(shi)場起步(bu),適(shi)應國內中低端市(shi)場需求(qiu),既實現了(le)積蓄力(li)量(liang)和快速發展,又(you)避免了(le)在一(yi)線(xian)(xian)城(cheng)市(shi)與國際品牌(pai)直接抗衡(heng)。隨著國內品牌(pai)的成長壯大(da),在穩固二、三線(xian)(xian)市(shi)場之后,又(you)繼(ji)續向一(yi)線(xian)(xian)城(cheng)市(shi)進軍(jun),不斷提升品牌(pai)形象,擴大(da)品牌(pai)影響力(li),取得了(le)不俗的業績(ji)。