Shoe Enterprise Marketing Double-Edged Sword E-Commerce

There are five distinct weaknesses in China's footwear industry: lack of influential international brands, low added value of export products, no international marketing network, independent innovation capability, and low level of information technology. Professionals pointed out: the development of China's footwear industry should focus on solving the five major problems of China's footwear industry. Therefore, the key to solve the five major problems in China's footwear industry is to improve the information construction of the footwear industry.

In the domestic consumer market, channel winning has always been an important strategic choice for the footwear industry. The traditional sales mode has several disadvantages: first, the high cost of sales and the large cost of capital. The two is the obstacle of capital circulation, which reduces the efficiency of capital turnover. Three is the poor circulation of goods, resulting in goods can not quickly reach the hands of consumers. All these have hindered the development and growth of enterprises. The cost of online direct selling mode is low, which greatly reduces the cost of manpower and material resources in traditional business processes, breaks through the constraints of time and space, makes transaction activities more efficient, and creates more trade opportunities for enterprises. Jiang Yaoping, Vice Minister of Commerce of China, said: "e-commerce will undoubtedly become one of the most reliable means to help enterprises out of difficulties." In 2009, 7 of the 130 million netizens who participated in online shopping had bought shoes and clothing products, accounting for about 1/4 of online shopping. In 2010, with the popularization and openness of the Internet, the technology application became more and more mature. The footwear industry increased the input power of e-commerce, and accelerated the development and occupation of new online channels. More and more shoe companies have shifted the focus of the market to the Internet.

E-commerce is a double-edged sword.

However, there are two sides to everything. E-commerce platform makes the price of offline and online products difficult to balance, and then leads to conflict of interests between brand enterprises and regional distributors. This is also the main reason why traditional shoemaking enterprises are hesitant to enter e-commerce. In this regard, industry experts said that after the traditional footwear enterprises enter the field of e-commerce, if the online price is cheaper than the offline, it will inevitably have a greater impact on the offline stores that have been established for many years. In this regard, according to the respective conditions of shoemaking enterprises, we can work out corresponding customer diversion plan, so that online channels and offline channels will give full play to their advantages. For example, it can be differentiated by product classification, IP address and so on.

Besides, when we are complacent with a large order in Europe and America, it is very likely that in another small corner of another country, another company is quietly extending its hand to your door to pull customers away from you. The Internet provides a possibility for small businesses to expand the market globally, but the existence of the market does not mean the success of sales.

E-commerce is only a tool for shoe enterprises. Only by combining e-commerce with traditional business is the direction of economic development in the future.

　　　 How to make good use of e-business platform for shoe enterprises

In view of the fact that China's market credit system is not perfect, the information level of the enterprise is low, the market development is not perfect, the market is uncertain, the competitors' changes, the resources are bound, and the externalities of the enterprises are developing. How can the shoe enterprises make good use of the e-commerce platform?

First, do not blindly follow suit. First win the war before you win.

There is a great difference between the network media. It must be monitored and measured from the target audience, the way of expression and the effect of marketing. If there is a network service project, or the "successful" experience of the network marketing of others, the blind people are often "blind horse, and the night half a pond". In fact, the network marketing of shoe enterprises needs to be planned. Each shoe enterprise customer type and activity anticipation effect are different, so the choice of network marketing mode may be quite different. If there is no analysis, planning, strategy and blind marketing, the result will not be worth the candle.

Now, our shoe marketing service website, especially the agent type network product service provider, generally lacks comprehensive marketing assistance. The main point is to absorb profits and expand development, rather than caring about the fundamental interests of shoe enterprises. If we can not stand at the corner of shoe enterprises, we can provide effective service and targeted services to shoe companies. Generally speaking, these service providers can only be the consumers of shoe enterprises, rather than builders. If the shoe enterprise's network marketing is just to build a website today, the Chinese domain name will be replaced tomorrow, and the product will be popularized the day after tomorrow. The result will only be a continuous revision of the website, so as to achieve the goal of "others have, I also have to follow suit". The blind operation can not really implement the network marketing.

In fact, today's shoe industry network marketing platform has been flooded, the good and bad are uneven, shoe enterprises should consider targeting on the platform of their customers, select the best, and fight for the first time, so as to truly achieve the expected goal of building network marketing.

Second don't be opportunistic, win the consumer with one heart and one mind.

When more and more online shopping fans appear, some shoe companies choose online marketing, but shoes dealers who are familiar with traditional marketing channels, because of the particularity of footwear products, are eager and cautious about internet marketing. They tend to be dragonfly, or cat and water to test the water network marketing. They try to profit from the blue sea of "opportunistic" in the network marketing channel. Therefore, some people who get temporary success by small intelligence and small tricks have become the benchmark of the industry.

However, modern consumers are getting smarter and wiser. They choose online shopping not only because of their convenience and benefits, but also for honest service and genuine feelings. Therefore, only for customers to consider, wholeheartedly, and thoughtful service, can we break the bottleneck of network marketing - suspicion and estrangement, and effectively push low-cost marketing to shoe marketing.

At any time, brand is an occupation of consumers' mental resources. As the saying goes, when a company wants to enter the online shopping market, if it wants to grab a song and try to rob consumers, it must re-establish its operation mode and promotion method suitable for network marketing, and adjust its internal workflow. Of course, the degree of ideological emancipation and the span of footsteps must be determined by the overall strategy of an enterprise. Nowadays, network marketing is showing unusual vitality and potential, creating all kinds of possibilities, and opportunities are always reserved for those who are prepared instead of waiting. When the fire of the entity terminal is burned to the Internet, the virtual world will not become "peaceful".