Consulting company RRG has completed a market research of economy-class shoe retail in 35 cities of the Russian Federation. Based on the results, the cities most attractive for the development of this industry were identified, as well as leaders among retail operators in terms of presence in a particular region. According to experts, shoe retailers have good prospects in Novosibirsk, Samara, Rostov-on-Don, Tyumen, Orenburg, Yekaterinburg, Krasnodar, Nizhny Novgorod.
In the course of the work, the largest retail chains were identified, their presence in a particular region was studied, the provision of the target audience with stores of this group of goods from the point of view of cluster analysis. “Provision is often determined by simply counting the number of stores in this category per 1000 people,” explains Denis Kolokolnikov, CEO of RRG. - But in this case, there may be entire clusters in the city, where goods of this category will be absent. Or vice versa - in any cluster, competition will be extremely high. In addition, data on incomes of the population and surveys of residents on the structure of expenditures make it possible to determine to what extent goods of a given group and a given price category are needed in a given city or cluster. And this also does not always coincide with the data on security. For example, the very high income in the region does not give particular advantages to the shoe operator in the economy segment. "
This approach explains why not all cities with low security are recognized as the most promising. So, Khabarovsk, Vladivostok, Tyumen, and Penza are the least provided with shoe stores. The most prosperous were Kazan, Novokuznetsk, Ufa, Lipetsk. At the same time, none of the listed cities was included in the list of promising ones.
According to RRG experts, Novosibirsk, Samara, Rostov-on-Don, Tyumen, Orenburg possess the highest potential for the development of shoe retail from the point of view of the “free niche in the segment,” and Yekaterinburg, Krasnodar, and Nizhny Novgorod. Eternal retail places will always be promising - Moscow and St. Petersburg. “Both capitals have such a huge number of potential consumers that the saturation point for consumer goods will come very, very soon. In addition, the transport situation creates many obstacles for moving from cluster to cluster, so almost everyone needs stores, ”said Denis Kolokolnikov.
As for the largest chain retailers, they are recognized as: Tsentrobuv (32% of stores), Monroe (16% of stores), Mattino (11% of stores) and Unichel (10% of stores). The most widespread networks, as the study showed, were Tsentrobuv (68% of the city), Centro (43% of cities), Monroe (31% of cities), Mattino (28,5% of cities) and Unichel (28,5 % of cities), according to the website reteil.ru