BELLE Shoe Industry Realizes Multi-Channel Expansion Of Network Brand

November 1st,

"We are an e-commerce company coming out of traditional enterprises."

Li Gang shoe industry (Shenzhen) Co., Ltd. Nanshan Branch (hereinafter referred to as "Li Gang shoes") Deputy General Manager Xie Yunli gave his company such a position.

The Hong Kong footwear industry is a member of BELLE international and a behind the scenes trader of BELLE brand on the Internet.

Xie Yunli said that the shoe industry of Li Gang intends to differentiate BELLE's network from traditional channels.

It is precisely because of clarifying the relationship with traditional channels, BELLE's channel operation on the Internet appears to be very strategic.

Training first

Like other traditional brands, BELLE also faces conflicts between traditional channels and network channels.

The same commodity, low price online will inevitably impact on the interests of offline channels.

However, BELLE quickly found a solution to rely on the production line to flexibly produce capacity.

However, in addition to sharing the flexible production processes such as design, production and quality inspection with BELLE from the traditional channel, the Li Kong footwear industry has independently operated other warehouses, logistics and so on.

The core competitiveness of e-commerce companies lies in improving the efficiency of the supply chain. Therefore, all B2C stores strive to link the foreground merchandise with the background inventory through the system in order to enhance user experience, improve inventory turnover and speed up capital flow.

Xie Yunli believes that BELLE's own operation of multiple channels also need to enhance the efficiency of the supply chain.

At present, BELLE is developing multi-channel e-commerce management and control platform system, which is to synchronize the products on various platforms with BELLE's own e-commerce business.

BELLE understands the sales situation of each item by means of the system. For example, when a pair of shoes is sold in 100 stores on the Internet, the sales situation of each store can be timely understood through the system, which needs replenishment and what needs to be lowered.

In traditional channels, consumers usually do not sell multiple shopping malls to buy a pair of shoes to compare prices, but on the Internet, you can complete the price by clicking a few mouse.

Therefore, the channel competition on the Internet is more direct.

For the brand, its operation strategy must not copy traditional channels.

Xie Yunli said that in traditional channels, BELLE's products can be thousands of shops, products are almost the same.

But in the Internet channel, if the product is the same, there will be such a situation: once a mall is promoted, sales will be pferred from other channels to the channel.

For brands, what is needed is increments instead of pferring sales on the A platform to the B platform.

At present, due to the rapid growth of all channels on the Internet, the competition between platforms is not very obvious, but as a brand, we should prepare for the rainy day.

Xie Yunli said that BELLE has established such a mechanism and will develop different products in the future according to the characteristics of different platforms, which is mainly supported by the strong design capability behind BELLE.