The Trend Of E-Commerce In Traditional Shoe Enterprises Is Increasingly Obvious.

Three forms of "touch net"

"The tide of e-commerce development is beyond doubt. Any enterprise can not be unmoved by the scale of hundreds of billions of online shopping. The traditional brand with high investment, high cost and low profit has been the "Red Sea". Innovation, breakthroughs and changes are the internal driving forces of enterprises. Wang Fang, senior analyst at Ai consulting, analyzed the tradition from the macro trend of e-commerce development. brand Or the inevitability of "touching the net" in traditional industries.

"According to our pair footwear Industry research, and through the situation of ShopEx serving customers, the tradition Shoe enterprises There are mainly three ways to enter e-commerce: one is self built network marketing platform, the other is self marketing promotion; the two is the third party online shopping platform; three is the first two ways to cross. A few days ago, Li Zhongwei, President of the Shanghai business group (ShopEx), an e-commerce software and service solution provider, said in an interview with the China economic times.

According to the monitoring data of China Electronic Commerce Research Center, the number of Chinese netizens and the number of online shopping users in 2010 have exceeded 450 million and 158 million respectively. The scale of online retail market spanactions has reached 513 billion 100 million yuan, nearly double that of 2009.

Among them, footwear commodities have become one of the main forces contributing to China's e-commerce market share. Recently, an internal research report of an investment organization showed that the number of online shoppers in 2010 exceeded 80 million, and the output value of footwear e-commerce exceeded 20 billion yuan. In the about 20000000000 part market, most of the shares are divided by BELLE, Hayes, PepsiCo, Adidas, Nike, Lining, KAPPA, Puma, PEAK, AOKANG and so on.

AI consulting expects that the retail sales of Chinese footwear enterprises will reach 160 billion yuan in 2015. This makes the latecomers or wait-and-see shoes of other traditional footwear brands enchanting.

According to his statistics, at present, 80% of the traditional footwear enterprises enter e-commerce, and third of them choose the form of third party outsourcing or part outsourcing collaborative services. 70% of the brand enterprises choose to cooperate with ShopEx, including BELLE, Hayes, and PepsiCo. Brand integrated mall e-commerce model is represented by the American enterprise Zappos. The online shoe store started e-commerce projects in 1999, and sales exceeded $1 billion by 2010. In China, online shoe city can represent the shadow of Zappos on behalf of business shoes, good Lok, and Yue Tao. Nike, Adidas, CONVERSE, Newban, Puma, Reebok, Crocs, clover, Lining, and so on can be purchased in these cyber shoe cities.

The reporter obtained the unconfirmed information from the project leader of the ShopEx cooperation with the famous shoe library. In 2010, the sales volume of the shoe store increased by more than 150% over the same period last year, reaching 300 million yuan. If the average price of the website is 200 yuan to 250 yuan, in 2010, at least 1 million 500 thousand pairs of shoes were sold.

"I used to do foreign trade, and I deeply felt the importance of brand. When we start the brand of the shoe store, we have a very clear positioning: first, we specialize in footwear; second specialize in the famous brand products in footwear; third, we only do the e-commerce section of the footwear industry. Xu Songmao CEO, a shoe store, confirms Li Zhongwei's analysis from the side.

Mr. Chen, the head of ShopEx product technology department, said that with the enhancement of brand concentration in the development of footwear e-commerce, if the traditional enterprises want to succeed, they must work hard in building the talent system, coordinating the technical system and expanding the marketing system. If enterprises in these areas can not have a good grasp in the short term, it is best to cooperate with the third party e-commerce service agencies to ensure the soft landing of the project.

The reason why "one branch is unique"

Why is the footwear enterprise e-commerce will be unique? For this reason, Li Zhongwei analyzed from the operational point of view that, first of all, the product attributes of footwear are conducive to the operation of the electricity supplier. Footwear is a category between fast moving consumer goods and durable consumer goods, and has the characteristics of fashion consumer goods. Usually, a consumer buys 2 to 3 pairs of shoes every year, which has great potential market demand. At the same time, the products of traditional strong brands have the attributes of high technology content, strong credibility, large unit product value and small volume, which provide a foundation for the brand shoe industry to "touch the net".

Secondly, the characteristics of footwear brand target consumer groups can ensure that footwear enterprises "touch nets" are easy to succeed.

Shoe online shoppers can be divided into two categories: one is sensitive to price groups, they focus on bargain hunting; the other is a brand oriented group. Among the latter, the general brand awareness and high level of culture and strong consumption ability are the basic characteristics of the consumer groups of brand footwear products. These characteristics are easy to expand the e-commerce business of brand enterprises, because the dominant brand itself has the basis of user trust, and has exclusive exclusiveness, and the purpose of consumption is clearer.