Network Marketing Is The Core Strategy Of Product Sound Effects.

According to the survey of AI, the scale of online shopping in China in 2009 was 248 billion 350 million yuan, an increase of 93.7% over the same period last year, and it is expected to exceed 1 trillion yuan in 2013. The online shopping user scale has broken through 100 million, up 37.5% over the same period, and is expected to exceed 30% in all netizens in 2010.

The above set of data makes it easy to see that the Internet

It is understood that the Ministry of Commerce issued the guiding opinions on promoting the healthy development of online shopping in June 24th. In July, the Interim Regulations on the management of Internet commodity pactions and related services promulgated by the State Administration for Industry and Commerce will be formally implemented, and the standardization of virtual market will surely enable more industry enterprises to rush ahead and explore this new blue ocean.

Internet Marketing -- the next nuggets of leather industry

The reason why internet marketing is well known and is known as the new nugget of leather industry is mainly due to the change of consumption habits brought by the rapid development of the Internet.

If there is a comparison between online shopping and shopping, many people like shopping and shopping, but according to the survey, more than 20% of people feel that online shopping is also very enjoyable.

According to a set of research data, clothing consumption on the Internet has accounted for 23.8% of Internet users' total clothing consumption.

Taobao's sales figures last year further confirmed the attraction of the Nuggets. In 2009, Taobao's trading volume exceeded 200 billion yuan. In the first quarter of 2010, the volume of pactions has exceeded 100 billion yuan, and clothing has been ranked first in three or four years, and the paction volume reached 18 billion 300 million yuan in 2009.

According to the sales clothing situation of Taobao, we can see that for each brand of clothing category, the number of sports shoes is the highest, followed by the sportswear.

Foreign data are also inspiring, ZAPPOS (the largest online shoe store in the US) shoes.

Not long ago, Premier Wen Jiabao inspected in Zhejiang, said: "electronic commerce is a leap in the form of circulation. It not only changes the traditional way of circulation, but also promotes the development of circulation and has unlimited potential for development."

In the past year, the number of Internet users in China has exceeded 300 million, of which 100 million subscribers have been involved in the online shopping market.

Nevertheless, some experts believe that the potential of Chinese Internet users to buy online has not yet been completely released.

In countries with high Internet penetration rates, such as Europe, America and South Korea, the proportion of Internet shopping users has exceeded 2/3. Therefore, China's online shopping has huge potential for development.

Gorgeous pformation - an inevitable temptation

Relying on the strong advantages of network marketing, realizing the pformation of traditional manufacturing industry such as leather is the underlying reason for enterprises to aim at this "big cake". After all, compared with traditional marketing mode, network marketing has gained a unique advantage in input output ratio, and has broken through many bottlenecks of traditional marketing.

Relying on network marketing, enterprises can use limited resources to control effectively at low cost, and gain maximum benefits across time and space constraints.

The rising cost of land caused the rent of shops to rise, which greatly increased the cost of leather enterprises. The discrimination against domestic brands hindered the brand enterprises entering the front-line shopping malls, and forced the enterprises to find another way.

Internet marketing has become the perfect blue ocean to attract enterprises to dig gold with the low cost and the unique advantages over time and space.

Secondly, the network

Finally, Internet marketing helps to form a trading environment and avoid competition.

Shoe packaging enterprises centrally integrate the target customers through the positioning of e-commerce platform, restrict the network marketing between enterprises and customers, effectively avoid competitors' antagonistic behavior, and enhance the promotional effect.

At the same time, with the help of festival activities and other atmosphere, the sales promotion of the store promotes the sales performance effectively.

Terminal versus virtual world

The rapid development of the Internet market will inevitably lead to a virtual world's terminal confrontation. In this confrontation, how can the industry, like the leather industry, closely connect with consumers, how can it not get involved in the vortex? As a senior shoe brand manager said, "in the era of the Internet, no brand is too big to be challenged, so small that it can not compete.

In today's society, if you miss the Internet, you will miss an era. "

In recent years, the shoe packaging enterprises located at the back end of the industrial chain are ushering in an outbreak of online shop.

AOKANG, PEAK, red dragonfly, Daphne, rookie and many other well-known footwear companies have tried water network sales.

Or with the help of Taobao, Dangdang and other existing e-commerce platforms, or building brand exclusive network sales sites, or C2C based online store alliance, different ways are mainly based on different brand positioning and marketing strategy.

"The sales of AOKANG online mall are increasing exponentially every month. The annual sales volume is estimated to be around 4 million, which is quite a year's sales volume with a very good franchised store, but the profit of the virtual shopping mall can be reduced to 3 times more than that of the real store, because the network virtual mall can minimize the cost of the channel."

AOKANG relevant responsible person told reporters.

Red Dragonfly opened its online store in Taobao mall last April, and now its monthly sales volume has reached 2 to 3 times the turnover of a single entity store, but its cost investment is negligible.

At the same time, the e-business platform similar to China Leather net, leather industry, shoe net and wheat bag net also provides more opportunities.

"China Leather net's" leather industry "product is completely free and open. Enterprises can quickly establish enterprise websites in 10 minutes. The website has the service function of company profiles, product display, online order, procurement information release, enterprise news release, buyer's message, talent recruitment, enterprise location map marking, and so on, it is very convenient and fast.

China Leather Net Technology Director Fu Qiang told reporters.

Another interpretation and response to shocks

According to the reporter's visit to Beijing's brand shoe shop, there are occasionally a group of customers who only try not to buy in the store. They tried very hard. Finally, they came up with a sentence: "buy cheaper on the Internet!"

The impact of Internet marketing on the real economy can be seen.

"The impact of online marketing on physical shops can not be avoided. How to balance the relationship between enterprises is a problem that enterprises must face."

Li Yuzhong, vice chairman of China Leather Association, told reporters.

In order to minimize the impact of online shops on physical shops, the differentiation of products on the offline line is the main strategy of brand enterprises.

"This year, we are preparing to independently develop products on the Internet Mall, so that products can be differentiated on the offline line, so as to maximize the advantages of e-commerce platform, while ensuring the interests of agents."

Pan Yuanchao, director of the PEAK group's e-commerce business division, said that for the online shopping mall of brand enterprises, they convey different shopping experiences and consumer services to consumers rather than lower prices.

To digest inventory products through network channels has also become a way to resolve conflicts.

"Our online stores mainly digest some inventory items, the cost of the network channel is low, and the cost is not high, because the location of goods is different, so it will not have any impact on the physical store."

Shi Jihong, chairman of the rookie luggage industry Co., Ltd.

Giving full play to their advantages and relying on each other is a more sensible choice. At this point, Lining has gone out of a successful exploration path. Through establishing a network channel and shop management system similar to physical channels, Lining has focused on the communication and interaction functions of the network, not only achieved sales success of 100 thousand yuan in daily sales, but also enhanced the reputation of the brand, and promoted the sale of physical stores and achieved a win-win situation.

ocean

When domestic brands were advancing vigorously, foreign brands also showed strong interest in China's network sales market and entered the Chinese market, which exacerbated the cruelty of the competition.

In April 27th, GlamourSales, an online Luxury Retailing platform in Tokyo, Japan, announced that it had officially landed in China and began to occupy the big cake of China's luxury market online. Luxury shoe bags are the focus of its market.

"At present, China is on the way to the world's largest consumer of luxury goods. More and more luxury brands begin to choose new marketing models including e-commerce, while luxury luxury consumers are also younger.

Those urban youth who like online shopping and have seen the Internet as a way of life will become the mainstream force in the future of Chinese luxury consumption.

ThibaultViller, chief executive of glamour China, said.

Although there is a big difference between the luxury shoe market and the consumer group of the domestic shoe brand brand market, this incident conveys a new signal to us, that is, foreign brands will never sit and watch the big cake that Chinese brand enterprises share in the Internet market.

The survey shows that 60% of the enterprises in the US use Internet marketing, which is one of the core strategies of product marketing, but in China, the proportion is only 5%.

In the new round of competition, China's local enterprises must show boldness and boldness of innovation. From a forward-looking perspective, they will not get rid of the leftovers in the competition.

In particular, traditional manufacturing enterprises such as leather must break through their inherent thinking, actively apply Internet technology, and be brave enough to try, so that they can take the lead in the new round of competition.