The Pformation Of Shoe Bags Under The Impact Of Internet Marketing

With China

It is understood that the Ministry of Commerce issued the "guiding opinions on promoting the healthy development of online shopping" released in June 24th, and the Interim Regulations on the administration of Internet commodity pactions and related services announced by the State Administration for Industry and Commerce in July. The standardization of virtual market will enable enterprises to rush ahead and explore this new blue ocean.

Internet Marketing -- the next nuggets of shoe packaging industry

The reason why internet marketing is favored and known as the new nuggets of shoe industry is mainly due to the change of consumption habits brought about 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 survey data, clothing consumption on the Internet has accounted for 23.8% of Internet users' total clothing consumption.

A group of sales data from Taobao last year further confirmed the attraction of the Nuggets.

In 2009, Taobao's trading volume exceeded 200 billion yuan; in 2010, the volume of pactions in the first quarter has exceeded 100 billion yuan, and clothing has been ranked first in three or four consecutive years, and the paction volume has 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. The sales volume of ZAPPOS, the largest online shoe store in the US, exceeded $800 million in 2008.

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 online shopping of Chinese netizens has not been completely released. In Europe and Korea and other countries with high Internet penetration rate, the proportion of Internet shopping users has exceeded 2/3. Therefore, China's online shopping has huge potential for development.

Gorgeous pformation - an inescapable temptation

Relying on the strong advantages of network marketing, realizing the pformation of traditional manufacturing industry such as shoes and bags 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 through time and space constraints.

The rising cost of land caused the rent of shops to rise and dramatically increased the cost of shoes and bags enterprises. Discrimination against domestic brands also blocked the presence of brand enterprises in the front-line shopping malls, forcing 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 marketing is a platform that can effectively display the culture of the enterprise, the brand culture and the product culture.

Market practice has proved that brand communication is more and more closely related to product experience, and can effectively promote the growth of marketing. The speed and interaction of the Internet can enhance this relationship to the greatest extent, thereby boosting sales growth.

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.

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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 such as the shoe packaging industry be closely related to consumers? How can we 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 dot 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 equivalent to a year's sales of a very good franchised store. However, as the virtual mall can reduce the cost of the channel to the maximum, the profit is at least 3 times more than that of the physical store."

AOKANG related responsible person said.

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 is negligible.

At the same time, the e-business platform like Chinese shoe net, leather industry, shoe net and wheat bag net also provides more opportunities.

"The product of Chinese shoe net" leather industry "is completely free and open. Enterprises can quickly establish enterprise website in 10 minutes. The website has the service function of company profile, product display, online order, procurement information release, enterprise news release, buyer message, talent recruitment, enterprise location address annotation and other service functions. It is very convenient and fast.

China shoe net technology director said so.

Another interpretation and response to shocks

With the popularity of online shopping, try out the service in the physical store, and get it online at a low price.

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 them is a problem that enterprises must face.

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 respective advantages and relying on each other is a more sensible choice. On this point, Lining has gone out of a successful road of exploration.

Through the establishment of a network channel and shop management system similar to physical channels, Lining focused on the communication and interaction functions of the network, not only realized the sales success of 100 thousand yuan in daily sales, but also enhanced the reputation of the brand, which led to the sale of physical stores and achieved a win-win situation.

Foreign brands VS a new round of domestic brand competition

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

In April 27th, GlamourSales, an online luxury retail platform in Tokyo, Japan, has announced that it has officially landed in China and began to seize the big cake of China's luxury market online. Luxury shoes pack is 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 high-end 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 the market for luxury footwear is quite different from that of the domestic consumer market, however, this incident conveys a new signal to us, that is, foreign brands will never sit and look at the big cake that Chinese brand companies 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, Chinese local enterprises must show boldness and foresight in a more bold and innovative way, so that they can not get rid of the leftovers in the competition.

In particular, traditional manufacturing enterprises such as shoes and bags must break through their inherent thinking, actively apply Internet technology and make bold efforts to seize the opportunity in the new round of competition.