Shoe Enterprises Force E-Commerce: Online "Fight" Needs To Be Good.

December 23rd hearing two years

Channel development is trapped, terminal expansion is weak, inventory is piling up, these are the real problems faced by shoe companies.

The ultimate goal of enterprise management is to get profits, and profits are always led by cost and sales volume.

When the entity market is forced by the long sleeve dance of the Internet market, there is no need to say more about how the enterprise should stride.

Taobao's turnover in 2009 was over 200 billion yuan.

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

Various data show that more and more enterprises have attached importance to the network and no longer stay in the early stage, "this is a potential market."

The most ironic example is Suning.

Its chairman, Zhang Jindong, has publicly expressed disdain for the online shopping market, but in August 2009 Suning set up a "easy purchase" to increase investment in e-commerce and revise the target of "1 billion 500 million to 2 billion sales in 2010".

In the shoe industry, PEAK group also said that in 2010, it will launch into e-commerce at the same time.

With more and more enterprises touching the "net", the battle to grab the terminal has spread from entity to virtual network.

However, network channels are different from traditional channels.

How to resolve the conflict between traditional channels and network channels? How to adapt to the sales characteristics of network channels? How to carry out network promotion? How to overcome the problem of lack of experience and after-sales service? How to solve the problem of logistics? This has become an obstacle for shoemaking enterprises to develop e-commerce.

Many companies are stepping into this market full of temptation, but they are trembling continuously. Some of them do not understand the market, or simply hold their bosom in their arms to see that opportunities are dying.

In fact, just like any kind of business behavior, the key to network sales is to choose the right mode and promote it skillfully.

These two points are inseparable from thinking pformation and innovation.

Lining is a big winner in the online shopping market of shoe enterprises. Since the establishment of the Ministry of e-commerce in 2008, the sales volume of its online sales has increased 12 times in the year to 200 million yuan, with 60 thousand members of the network, and the official online shop of Taobao platform has exceeded $one hundred thousand a day, and has captured many young consumer groups, expanding the sales area, maintaining the brand image and increasing the reputation.

The key to this achievement is that Lining established a network channel and shop management system similar to physical channels.

In the more than a year since the establishment of Lining's electronic commerce department, the focus of the work is to authenticate and manage more than 1000 online stores, and incorporate them into their own systems, which are pformed into flagship stores, category stores, discount stores, and so on.

In order to adapt to the network ecological environment, Lining also set up a digital marketing department, which is responsible for community propaganda, communication and information collection, and its activities are combined with the sales of the Ministry of Commerce.

In Lining's view, whether the culture of products and design can be passed to consumers is the key to forming the purchase. A series of activities done by the digital marketing department prove that the relationship between brand communication and product experience is more and more closely linked, and can effectively promote sales growth.

Another brand new attempt of shoes and clothing brand is also beginning to show its effectiveness.

The brand will be in Wuhan, Shanghai, Hangzhou and other major cities in the country to open thousands of square meters of entity experience shop, each shop products display only one, the tag will play the entity price and network price, such as direct purchase, then pay the entity price, if the online shopping mall to buy, you can cash on delivery.

The national logistics center is located in Shanghai. Each item is sent to the sample shop and the rest is placed in the Shanghai warehouse for national shipment.

In the promotion, the brand online shopping mall will recruit millions of network agents nationwide with zero affiliate fees, zero investment and zero risk.

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Each network agent has a unique network domain name, all of which are directed to the online shopping mall. All the domain names are entered into the online shopping mall through the network agent domain and shopping is done.

This is equivalent to having a domain name to open online shop, and do not need to purchase, take pictures, service, deliver goods, etc., which is very attractive.

Although many shoe-making enterprises that join in the network marketing have been promoting e-commerce business through product development and logistics construction, there is a lack of e-commerce departments specialized in high-level management. In marketing, they still follow the way of physical shops.

This is like going to a big river by way of a stream, not to be drowned.

In Lining COO Guo Jianxin's view, the real Internet marketing should be the organic integration of the e-commerce department and the digital marketing department, forming a "precise marketing, precise communication for different consumer groups, which runs through the brand culture and product experience".

At present, how many companies are working on this idea?

At any time, brand is an occupation of consumers' mental resources.

As the saying goes, when a company wants to enter the online shopping market, if it wants to grab a song and try to rob consumers, it must re-establish its operation mode and promotion method suitable for network marketing, and adjust its internal workflow.

Of course, the degree of ideological emancipation and the span of footsteps must be determined by the overall strategy of an enterprise.

Nowadays, network marketing is showing unusual vitality and potential, creating all kinds of possibilities, and opportunities are always reserved for those who are prepared instead of waiting.

When the fire of the entity terminal is burned to the Internet, the virtual world will not become "peaceful".