Chi­nese Mil­len­ni­als Stock Up On Shoes

WWD Digital Daily - - In Focus: Consumer Insights - BY TIF­FANY AP

BEI­JING — Chi­nese shoe cab­i­nets are grow­ing — and the av­er­age Mil­len­nial in the coun­try now owns 21.2 pairs of shoes, a re­port from K11 Chi­nese Mil­len­ni­als Task­force found.

The re­search, which fo­cused on the 566 mil­lion mem­bers of the “BAT gen­er­a­tion” — so called as it is the first wave of con­sumers that grew up dig­i­tally with com­pa­nies Baidu, Alibaba and Ten­cent — sam­pled 2,170 re­spon­dents in three Chi­nese cities: Hong Kong, Shang­hai and Wuhan. Of the re­spon­dents, 69 per­cent were born be­tween 1980 and 1994 and 31 per­cent be­tween 1995 and 2010, with a male to fe­male split of 32 per­cent and 68 per­cent, re­spec­tively.

Fe­male re­spon­dents kept on ro­ta­tion 24 pairs of shoes on av­er­age, while it was much lower — 15.5 pairs — for their male coun­ter­parts. By city, too, clear trends also emerged, with Shang­hainese be­ing the most shoe crazy.

“Shang­hai and Wuhan have 32.3 pairs and 23 pairs, re­spec­tively, Hong Kong with just 13.8 pairs on av­er­age is sig­nif­i­cantly lag­ging be­hind.…Each re­spon­dent has 4.3 pairs of sneak­ers on av­er­age,” the study said.

In 2016 alone, sales of footwear in China were up to 451.2 bil­lion Hong Kong dol­lars, or $57.2 bil­lion, ac­cord­ing to the Hong Kong Trade De­vel­op­ment Coun­cil. Over­all, the in­dus­try has clocked an av­er­age an­nual growth rate of 6 per­cent from 2012 to the present, ris­ing by 87.5 bil­lion Hong Kong dol­lars.

Of this, sales of women’s shoes de­liv­ered 49 per­cent of the to­tal, men’s 38 per­cent and chil­dren’s shoes 13 per­cent. By 2021, it is es­ti­mated that the Main­land footwear mar­ket will be worth around 547.8 bil­lion Hong Kong dol­lars.

The re­port also found that male plat­form shoes are in de­mand — say­ing that “thanks to the boom­ing K-pop cul­ture, one in three of the 697 male re­spon­dents own plat­form shoes and over 62 per­cent of them have five or more pairs in their shoe cab­i­nets.”

Younger males were less likely to wear them com­pared to older Mil­len­ni­als. Only 20 per­cent of all Ji­uwuhou — those born be­tween 1990 and 1994 — male re­spon­dents in­di­cated they had plat­form shoes, while the fig­ure for Bal­inghou — those born be­tween 1980 and 1989 — was 34 per­cent.

Fe­male re­spon­dents to a new sur­vey kept on ro­ta­tion 24 pairs of shoes on av­er­age, while it was much lower — 15.5 pairs — for men.

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