The Bottleneck Of Traditional Channel Development Is &Nbsp; The Era Of Shoe E-Commerce Is Coming.

November 1st News China

Traditional channels to break the bottleneck of development

Whether in Tianhe City, Wangfujing or just square, consumers will find a common phenomenon: the first floor of these shopping malls, that is, the golden section of shopping malls, is basically occupied by shoes, clothing and cosmetics.

"The rental of these golden lots is all small and small. The amount of money that consumers pay is very large for paying rent."

Xie Yuanyou, chief financial officer of a second-line brand footwear company, told reporters that "golden berths in prime locations are all taken by high priced brands.

Through high pricing, we can pfer high rent to consumers.

Second tier brands are hard to sustain this high cost.

According to the reporter's investigation, another traditional channel, the exclusive store, has been basically saturated in a second tier city, and has only opened up to three or four tier cities. However, the three or four tier market has opened stores and is facing the problem of profitability of single stores.

"For shoe companies, the single store profitability of stores and the coverage of customers in business circles are not enough."

Hu Chenrong, director of e-commerce of BELLE footwear industry, told reporters that the channel resources of large shopping centers have been almost exhausted after more than ten years' competition for brand names. It is very difficult for franchised stores to take the responsibility of making profits. No matter for first-line brands, or for those two or three line brands or from exports to domestic brands (from OEM to private brands), it is difficult to find a breakthrough in expanding traditional channels.

Shoe giant's impulse to touch the net

Compared with the narrow and narrow channels, the performance of Internet channels is more and more exciting for shoe manufacturers.

Statistics show that last year, under the background of the international financial crisis, China's network economy still maintained rapid growth, and e-commerce pactions amounted to more than 3 trillion and 600 billion yuan.

Relevant departments predict that in the next few years, China's e-commerce will continue to grow at an average annual rate of over 35%.

At present, the scale of online shopping users in China has exceeded 140 million.

The reporter understands, before this, traditional shoe tycoon is not optimistic to network sale, worry that the network can cause impact to its price system.

But with the rapid growth of the market, the attitude of these giants to Internet sales has changed.

Whether the international giants Adidas, Nike, or domestic bigwigs BELLE, AOKANG, Daphne, 361 degrees, PEAK and so on, have chosen Internet marketing.

Many two or three line brands and enterprises turning from OEM to their own brands also choose the Internet as a breakthrough for channels.

Jiang Yu pointed out: "the low cost and wide coverage of the Internet have provided space for these shoe companies.

Many three or four level markets, which are covered by traditional channels, need a lot of investment and profitability will surely not keep up.

Through the Internet, these problems can be solved.

On Taobao, many shoe companies can make 2~3 billion a year, and their days are full of flavour.

In the traditional market, such shoe enterprises simply do not have room for existence.

Another reason for the shoe giants to hit the net is that the Internet is full of fake goods and imitated goods, which has caused great damage to the famous brands.

In order to safeguard their own interests, the shoe giants also had to touch the net.

Even after 6~7 years of resistance, Nike joined the Zappos camp recently.

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Advantages of e-commerce

First, the focus of logistics competition will focus on three aspects: speed, reliability, customer experience and so on.

Whether it is self built or outsourcing logistics business, to achieve the fastest speed to reach the destination, ensure the integrity and punctual arrival of goods, and provide the best service experience for customers, the combination of the three will become the key of logistics differentiation service in shoe industry.

With the development of e-commerce, the result of the three party combination is more abundant, and the competition among enterprise platforms is more intense.

Who will form an advantage combination in logistics speed, reliability and service attitude? Who will become the ultimate winner of shoe industry online shopping market?

Two is the network channel and the traditional channel's logistics background speeds up the fusion.

One of the important reasons why the existing shoe companies are reluctant to set foot in e-commerce is to avoid channel conflicts.

There is obvious demand difference between the network channel and the traditional physical store channel. Choosing a single logistics service mode is difficult to support the coordinated development of the two kinds of channels.

This requires full utilization of the flexibility advantages of outsourcing logistics services, and with the help of the professional services of the third party logistics, through the design of different logistics solutions, to meet the needs of different channel development.

With the promotion of network channel sales volume, the organization and coordination of online shopping logistics will directly affect the final benefit of enterprises.

The three is specialization division of labor to improve the level of logistics service in the industry.

Generally speaking, the industry chain of shoes industry is very long.

Under the pressure of the market, a number of brand shoe enterprises are speeding up their own strategic upgrading and management innovation, and comprehensively upgrading the functions of marketing, production and operation, channels, logistics, after sales service and so on.

Under the pressure of e-commerce, it will further promote the development of specialized outsourcing, such as footwear procurement, design, manufacture, distribution, logistics and so on.

The widespread adoption of logistics outsourcing guarantees the timely realization of online shopping demand, and the optimization of logistics process will speed up the improvement of the service level of the entire supply chain.

In this market rule of the jungle, every enterprise wants to stand out from itself. How to convey good products to consumers through various channels and mobilize the enthusiasm of consumers has become the first consideration of enterprises.

Reduce the cost of shoe enterprises and reduce inventory, e-commerce in advertising, promotion and other links, the cost is lower than the traditional media, and also more targeted.

Through e-commerce platform to find suppliers, can also reduce procurement costs, but also for enterprises to grasp the stock market is not allowed to market, can also be sold through e-commerce.

This encounter with e-commerce can be said to be the most powerful weapon behind the unprecedented development of shoe enterprises.