Domestic Two Or Three Line Sports Shoes Brand Survive Online

October 13th, recently, reporters learned that the name of (China) Limited and a

In this regard,

Two or three line brand online survival difficult

Reporters learned that some well-known local sports brands in Jinjiang have invested heavily in developing e-commerce online shopping centers. However, apart from the fact that a few first-rate brands have been able to operate online, the other two or three brands of online shopping mall or gloomy business camp, or barely maintain, or some brands directly shut down to give up.

Although the Internet channel has given the famous brands the chance to take a place in the network channel, Li Chi Feng, the chairman of the company, is still very disturbed.

Li Zhifeng told reporters that the Internet is becoming a "battleground" for brand building and marketing of shoes and clothing industry, especially for young people's shoes and clothing brands.

However, how to integrate network generation with traditional generation mode is still the biggest worry of enterprises.

"The network marketing market is facing the whole country, but the offline sales of the provincial generation only face the local area. How to let the provincial generation accept the new mode and how to balance the sales volume in various regions has become a difficult problem for the enterprises."

Li Zhifeng reluctantly told reporters.

In addition, the large and small businesses of the online shopping mall are also in a dilemma.

From the price system of the online shopping mall, it is not hard to find that at present, some platforms that sell famous brand sports shoes are sold at the bottom price. Only five hundred or six hundred yuan of shoes are sold on the platform. Only two hundred or three hundred of the shoes on the platform are sold, and two hundred or three hundred of the shoes can be sold to dozens of pieces.

It is obvious that this practice has raised the market scale of network sales, but is there any benefit to the development of the brand? In this regard, Guo Shoutan, director of mingle marketing, believes that the marketing of products on the Internet, or the amount of inventory taken away, or the network sale, will not affect the development of the brand.

"Besides, the price of a brand product can not always be a horizontal line. It always goes on to a higher value-added value in a benign way. Therefore, the maturity of the brand will only affect the price of the product, while the inventory sales on the Internet or the supplementary function of the products under the line will not greatly reduce the image and value of the brand."

Reasonable product matrix needs to be established.

So how can local brands, especially the two or three line brands, develop through e-commerce? One of the most important points is the positioning of e-commerce functions and the choice of strategies.

According to Zhang Fasong, network sales are different from traditional terminals. Network sales can have thousands or even tens of thousands of market segments, but traditional stores and sales outlets have only a dozen or so market segments. Therefore, the positioning of network sales functions is clearly related to the sales strategy of products, and different functional positioning determines different product strategies.

"There are only two modes of online marketing that can be successful, one is a well-known brand, and the other is a well known brand, which has been very mature in the online market. Because of the poor value of its network price and offline price, it will make the network market go smoothly, such as Anta, Lining and so on. The other is the characteristic brand, because the online consumer groups are different from the offline consumer groups, and network sales also say that they win by comprehensive products, so as long as your brand has its own characteristics and products can give consumers enough choices, then it is not difficult to achieve the possibility of success on the Internet.

As for other types of enterprises, theoretically, their development space is relatively narrow.

Zhang Fasong said.

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In this regard, Zhang Fasong suggested that powerful enterprises can be pformed into network operators, making professional online shoe cities, acting their own footwear brands, and selling their own brands.

Single brands and categories are hard to get on the Internet.

If the function of some enterprises' network sale is only clear inventory, then the product strategy should be low price promotion, with the quantity being the main.

"But most brands want to make full use of online marketing to make online consumer brands, which is based on brand orientation and focus on the future of e-commerce.

For these enterprises, if we want to take the Internet as a new channel for product sales, we must establish a reasonable product matrix of image products, cash flow products and quantity run products.

Zhang Fasong suggested.

Wang Siqi, director of marketing, told reporters: "the right of operation of Lu You's online shopping mall will be run by the head office. In order to let the provincial and regional agents accept the network marketing, we will distribute the products sold on the network by local provincial or regional agents. That is to say, the online shopping mall is not prepared to really sell the inventory in its own hands, but it only adds more marketing channels to various agents."

Wang Siqi confidently said, "since the product is allocated by consumers, there is no dispute between the net generation and the provincial generation."