Most experts still have a pessimistic view of the current market situation. But among the players themselves there are many optimists who rely in their forecasts on real indicators and their own experience.
“In general, in the shoe market in 2016, we expect a slight positive trend in pairs - on average, growth can be by 3-5%, which is explained primarily by the effect of deferred demand - those buyers who saved on shoes last year will return to shops, - said Irina Poddubnaya, head of marketing and online sales, GC “Shoes of Russia”. “Shoes are a product that is second only to food in terms of demand, and in Russia, the consumption of shoes (2,2 pairs per person per year) is now close to the level of physical wear and tear, so there is nowhere to fall.”
Inventive Retail Group, which is developing the Nike brand in Russia, Street Beat chain of stores and others, has revised its attitude to online trading. If a year and a half ago, the retailer considered investments in the development of online a waste of money, now it will make the main emphasis on this segment, having rather modest plans to open traditional stores. "Last year, under the influence of changes in the behavior of customers, our online sales grew Twice, "said Tikhon Smykov, CEO of the company. Having a developed infrastructure, traditional retailers do not need too much effort to quickly increase their presence in online trading, so we sewed to pay more attention to this area. " The IRG calculated that by the end of this year, sales growth of the omni-channel model should be 50-60%, and their share in the total revenue of the group will reach 7%.
“At our company, we recommend that all market participants rely only on real indicators that do not affect their business, as well as build their strategies based on specific rather than generalized indicators,” said Daria Yadernaya, Y-consulting CEO. She recalled that now the volumes of production location at Russian factories are growing, sales of Russian brands are increasing, for which new and new retail sites are opening, many of them have already seriously strengthened their positions. Foreigners also do not remain - the growth of the same Furla amounted to more than 30% per year. “Down with pessimism and more attention to specific strategies of successful market participants,” the expert calls.
|Please rate the article|