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Brand Shoe Enterprise'S Money Road Hangs B2C Online Direct Sale Directly

2008/10/7 0:00:00 93

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With the increasingly fierce competition in the market, the competition in the footwear retail market has changed from the initial product competition to the commodity competition to the brand competition, and has returned to the essential details competition. That is to say, under the condition that the serious core competitiveness of the homogenization is not obvious, the enterprise can only provide better products, lower prices, more practical services to serve the market, and win the market by essence in the links of production, marketing and operation through detailed management.

And sales terminals have become the main force of many brand shoe companies.

With the popularization and deepening of the Internet, online direct selling has become a way to break through the terminal of some brands.

There are two main situations in online direct selling, one is the establishment of self operated direct selling network, the other is the sale of large B2C e-commerce platform (such as Taobao net and shoe net).

In mid August 2007, Daphne launched a new online shopping site.

At present, the sales volume of Daphne's network electronic platform has exceeded 100 million, which is only a small figure for enterprises with 2000 stores.

In April 10, 2008, Taobao, the largest network retailer in Asia, announced that the company was testing the B2C market.

China's first national sports brand: Lining, officially opened in Taobao mall, and sold thousands of items on the day of its opening day, far exceeding the daily sales volume of any store in the line.

In June of this year, AOKANG group, China's largest private shoe making enterprise, announced that its online sales platform, AOKANG online mall, was officially operated and launched the online marketing business in an all-round way.

It is understood that AOKANG began to set foot in Internet marketing in 2006, and then established a network store through Taobao and eBay.

In recent years, because of the unfavorable factors such as the rising of raw materials and the reduction of export tax rebate, the profit of the whole industry has been declining. This has accelerated the construction of the brand shoe enterprise network platform and expanded the profit space and market space.

At present, more and more brand shoe enterprises are beginning to turn their attention to the Internet market.

So where is the advantage of B2C direct selling channel?

1、信息優勢：B2C模式通過掌握大量個人和客戶的信息，甚至購買習慣和個性需求，開展有針對性的網上促銷和個性化服務。

2、短渠道優勢：B2C越過了銷售渠道的重要環節――傳統的代理商，這使得一些廠商或超大型的MALL公司利用傳統的商品價格及物流倉儲優勢，通往網絡實現銷售給最終用戶，這樣的邊際利潤率相對較高。

3、客戶忠誠度優勢：有一項調研顯示：客戶對網絡的品牌知名度的認同感要超過對傳統行業。也就是當一個大型的購物網的忠實客戶也可能瀏覽其他購物網頁內容，但很難讓他嘗試購物。這是因為“流程”、“安全性”和“品牌信任感”這三大要素會直接導致忠誠度和習慣。所以，客戶能記住某一個方向的最好的一兩個網站，客戶很難記住第三個網站，如果沒有新意，很難獲得PAGEVIEW。

4、貼近客戶需求優勢：某些公司在時機成熟時，逐漸提供了下列服務：公司所有的商品，實時的、個性化的交互式導購員，以及“大家一起購物”（能夠使不同地點顧客在網上交談）系統和購物廣告。這些技術和服務，進一步擴展了目錄購物方式給消費者帶來的購物體驗，這個網站上活生生的導購專家，可以通過網上聊天方式來幫助你找到自己想要的商品。B2C的技術決不是為技術而技術，而是以顧客為中心采用技術。

5, the security advantages of funds

B2C usually does not have much conflict in the payment process.

Personal shopping is usually used to pay in cash or credit card immediately after the completion of the purchase process, which is very beneficial to the turnover of the network company's capital.

At least, the company can control and predict the outflow and inflow of funds through process, and the access is relatively small, so it is easy to manage and control the flow of funds and the possibility of bad debts is very small.

The five brands of AOKANG group, such as AOKANG, Kanglong, red Firebird, beautiful beauty, and international brand Wanli, have appeared in this comprehensive network sales platform, with more than 1000 varieties and styles.

In the specific operation, with the brand appeal of AOKANG and nearly 5000 sales terminals all over the country, AOKANG online shopping mall will complement the online retail and offline retail. After ordering online, AOKANG will distribute orders directly to the nearest physical store to complete the order, forming the fastest logistics distribution, forming a three-dimensional marketing system.

To sum up, B2C direct marketing can reduce sales costs and reduce recurrent expenditure, improve business efficiency and speed up asset turnover. It also helps to develop customers, change marketing methods and expand the visibility of enterprises, and provide consumers with more product choices, more efficient purchasing processes and lower prices.

Every thing has two sides: B2C online direct selling must control five major problems.

1、控制力問題：B2C需要面對無數的客戶群體的不同需求，無論從網站的技術上，還是銷售的物流上，都面臨一個失控的危險。每一個成熟客戶都是潛在的再次消費者，但問題是每一個客戶對B2C模式的期許是完全不同的，有相當的一部分客戶會尋求更高質量的服務，因為網上的銷售服務不能比網下購物差。

2、在線人數問題和實際網絡購買力：在國內，雖然每年網絡人數以翻倍的數字增長，但相比較網下業務的實際購買能力，只是很小的一部分。從CNNIC的報告中可以看出，上網人群中具備中高級別購買力的人群還只占35％左右。

3、物流問題：B2C模式多數是要送貨上門。國內的物流配送環境相對較差，如果自己作物流，雖然容易控制和協調，但從企業的核心價值來看，這一塊做壞的可能性非常巨大，而且維護和管理物流的費用相當驚人。但如果用第三方物流做配送，國內還沒有非常完善的物流公司來操作，特別是小件多屬性的商品，由于網絡公司和物流公司的溝通協調很難完全同步，所以客戶常常面臨送錯貨的問題。而從法律上，如何清晰的判斷這種模式的責任也是一個大問題。

4、庫存問題：B2C模式的庫存管理是最困難的。因為商品種類通常很繁多，而且一些網絡零售店或網絡超市，他們要面臨近千種商品，數百個大類。每種商品的流通周期都不相同，淡季旺季的需求曲線也不相同，至少每個大類商品需要一個產品經理來協調廠商進貨和定購。這樣庫存問題不僅牽涉到物的庫存，人的庫存問題也帶來很高的管理成本。特別是有一個流程問題是B2C很難完全解決的。但問題是B2C模式中，產品經理對網上銷售情況的判斷只可能是憑經驗，或是上幾個月的平均情況。但B2 C的過程是非常難控制的，很有可能在某一個時刻，網上就連續下了12套訂單，沒有任何理由和跡象。這時就造成了缺貨現象，也就是必然有2個客戶的訂單要延期處理或取消。

5、銷售控制和資金管理問題：B2C可以通往網上的促銷和廣告宣傳來擴大銷售額和主推產品，這和傳統銷售相同。但問題是傳統模式利用渠道銷售時，對廠商和分銷商可以通過很多手段對銷售額和銷售進度進行控制和管理，針對不同的情況采用不同的策略。更重要的是當銷售的進度和量可以估計和測算時，資金管理問題也變得簡單和有據可查。所以，網上對最終客戶銷售雖然有回款快的特點，但由于產品線過長和安全庫存量的提高，B2C銷售的資金占用也是非常嚴重的問題。

No matter what risks exist in this terminal mode, it will undoubtedly become a way to break through the channel terminal for brand shoes enterprises.

As long as we take advantage of our advantages and avoid disadvantages, we can control risks well. It will become a breakthrough for enterprises to sell and may eventually replace the traditional sales terminals mode.