台灣傳統鞋類零售業轉型探析-以阿瘦皮鞋為例

2017年的台灣零售產業，面臨營收成長趨緩、一例一休、基本工資調漲等政經因素，造成營運經營及成本上升的壓力，消費需求多變與消費型態的改變，更直接影響零售通路的營運成果。以鞋類零售品牌而言，國際品牌如美國Nine West、中國品牌百麗、台商達芙妮等均面臨破產清算、下市及營收大幅銳減等問題；台灣鞋類品牌商更需戒慎恐懼找出面對市場快速變化的成功與失敗要因、核心價值及如何應變詭譎多變的市場。筆者於鞋類零售通路龍頭-阿瘦皮鞋品牌服務十餘年，看到現今品牌也正面臨鞋類零售的市場急遽變化、營運模式創新與轉型等問題。期望以自身經驗及阿瘦皮鞋品牌資產探析，由鞋類零售業擴展多元商品、發展及溝通健康價值，改善現有店格場域及服務模式等因應策略；以創新足部照護研發、深耕機能性鞋品、輔助品與客製化服務、打造專業服務顧問與健康照護形象、優化實體場域及溝通行銷策略的所發展而成的三大轉型方針-創新研發、通路優化及服務體驗升級。最後，期許本實務個案之技術探討，有助於台灣傳統鞋類零售業成功轉型，創造並推動促進健康服務產業發展，且為新興服務發展模式開創新零售的價值。

關鍵字

鞋類零售業；足部健康服務；足部研發；機能性鞋類商品；鞋品客製化；鞋通路優化

並列摘要

In 2017, the retail industry in Taiwan faced political and economic factors such as a slowdown in revenue growth, one flexible day off per week, and raise in basic wages. This caused pressure on management and rising operation costs. Changes in consumer demand and consumption patterns are also directly impacting operation results of retail channel. For footwear retail industry, international brands such as Nine West (U.S. brand), Belle (Chinese Brand), and Daphne (Taiwan brand) are all facing with bankruptcy liquidation, delisting and/or revenue plunging situation. Taiwanese shoe brands need to be wary and quickly finding out reasons of success and failure, as well as core values and how to adapt to volatile markets, in order to survive in the rapid changing world. The author has more than one decade of employment service in A.S.O, which is one of the leading shoe retail channels in Taiwan. In this report, the author use A.S.O as real case study, to explore possibilities and options in diversifying commodity products to create customized personal services, developing and communicating health-values with professional consultants, upgrading retail layout and store service models, and innovating foot care with long-term R & D, which eventually help innovating and transforming the company for long-sustaining success in the footwear retail market. The author categorize the exploration study into three core transformation strategies - innovative research and development, optimization store experience, and upgrading service touching points. Finally, hope this practical case study can provide guidelines and suggestions for successful transformation of Taiwan's traditional footwear retailing, and help to promote the development of health consciousness in the service industry as well as creating new retail propositions for the New Retailing era to come.