E-Commerce Development Of Shoe Enterprises Into Fast Lane

When 2010 was regarded as "the first year of development", it was in China.

According to the data of China Electronic Commerce Research Center, the scale of online retail market pactions in China reached 513 billion 100 million yuan in 2010, double that of 2009.

In the survey conducted by the AI consulting firm, "online shopping users purchase commodities most frequently", footwear goods and clothing and luggage goods rank the first place, accounting for more than 1/3 of the online shopping market share.

The reporter recently saw from an internal research report of an investment organization that the number of online shopping users exceeded 80 million people in 2010, and the output value of footwear e-commerce exceeded 20 billion yuan.

In the about 20000000000 part market, most of the shares are divided by brand footwear enterprises, such as BELLE, Hayes, PepsiCo, Adidas, Nike,

"I want to say a word to the boss of traditional enterprises. E-commerce is developing very fast. Online retailing must be an important part of the business mode. We should not discuss whether traditional enterprises should do e-commerce or online retail, but discuss how to do it."

Hu Chenrong, director of BELLE e-commerce, seems to be sounding the assembly number to footwear enterprises.

How to welcome the baptism of the tide of e-commerce has become a realistic problem for Chinese footwear enterprises.

E-commerce development of shoe enterprises into fast lane

In developed countries with market economy, the online trading of footwear products has shown strong development trend.

According to statistics, the online sales of footwear in the United States account for 17% of the total sales of footwear, while the proportion of e-commerce in Japan and Korea is as high as 30%.

In the United States, the ZAPPOS online shoe store, founded by Xie Jiahua, a Chinese entrepreneur in 1999, sells footwear products through e-commerce, creating a sales performance of $1 billion in 2010.

Chinese footwear enterprises are also unwilling to lag behind and catch up with others. On the basis of learning from the successful experience of foreign enterprises, they accelerate the process of e-commerce.

In just two years, the online sales of BELLE shoes exceeded 200 million yuan in 2010. The shoe store entered the electronic commerce field in 2009, and the sales volume reached 300 million yuan in 2010. In 2010, Lining's online sales volume was also close to 200 million yuan.

And the sales of footwear products such as good Lok, Le Tao and other enterprises also reach the scale of 100 million yuan.

We can also see the shadow of learning ZAPPOS online shoe store behind the famous brand store, happy Lok and Le Tao integrated shopping mall.

According to AI consulting statistics, in 2010, China's footwear e-commerce turnover reached 5% of the total annual sales of footwear.

Obviously, compared with the developed countries in Europe and the United States, this figure is still very low, and there is huge room for growth.

The agency predicts that the e-commerce retail sales of footwear enterprises will reach 160 billion yuan in 2015.

It is not hard to foresee that the traditional footwear collectives will be concentrated in e-commerce in 2011.

And in turn, promote the overall upgrading of footwear enterprises, leading the rapid development of the whole industry.

Three main reasons to promote shoe enterprises collective "touch net"

"The tide of e-commerce development is beyond doubt. Any enterprise can not be unmoved when facing hundreds of billions of online shopping scale.

And the traditional brand enterprise's high input, high cost and low profit business mode is already the "Red Sea". Innovation, breakthroughs and changes are the internal dynamic demand of enterprises.

Wang Fang, a senior analyst at Ai consulting, has some ideas about corporate psychology.

Wang Fang analyzed the inevitability of "touching the net" of traditional brands or traditional industries from the macro trend of e-commerce development.

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But how to interpret the unique role of footwear enterprises in e-commerce? In this regard, Li Zhongwei, President of Shanghai business group (ShopEx) Technology Co., Ltd. has analyzed the causes of collective "touches" of footwear enterprises from the perspective of operation.

ShopEx is the largest provider of e-commerce software and service solutions in China. More than half of the traditional footwear companies choose to cooperate with ShopEx when they enter e-commerce.

First of all, the product attributes of footwear industry are conducive to the operation of e-commerce.

Footwear is a category between fast moving consumer goods and durable consumer goods, and has the characteristics of fashion consumer goods. Usually a consumer buys two or three pairs of shoes every year, and the potential market demand is huge.

At the same time, the products of traditional strong brands have the attributes of high technology content, strong credibility, large value of unit products and small volume, which provide the foundation for brand shoe enterprises to "touch the net".

"I used to do foreign trade, and I deeply felt the importance of brand.

Therefore, when we start the online shopping mall, we have a clear positioning: first, we specialize in footwear; second, we specialize in the famous brand products in footwear; third, we only do the e-commerce section of the footwear industry.

Last year, CEO Xu Songmao, who sold at least 1 million 500 thousand pairs of shoes online, confirmed Li Zhongwei's analysis from the side. "In view of the fact that the famous brand has high added value factors, it has decided that the target consumer group of brand footwear products is clear and large-scale, and the market base is good.

The product is small and the logistics distribution is easy to solve. "

Secondly, the characteristics of footwear brand target consumer groups can ensure that footwear enterprises "touch nets" are easy to succeed.

According to Li Zhongwei analysis, the online shopping consumers can be divided into two categories: the first category is the more sensitive crowd, and they focus on the bargain hunting.

The second category is a brand oriented group.

The second category is brand oriented consumer groups. Brand awareness, high cultural level and strong consumption ability are the basic characteristics of this type of consumer group. These characteristics are easy to expand the e-commerce business of brand enterprises, because the dominant brand itself has the basis of trust and the exclusiveness of purchase, and the purpose of consumption is clearer.

Have a full understanding of e-commerce

Behind the "shoe net" forerunner of brand shoe companies, there is also a mystery, and it is not easy to succeed.

According to the insiders, with the enhancement of brand concentration in the development of e-commerce for footwear enterprises, the traditional brand enterprises have to work hard in the following three aspects: the construction of talent system, the coordination of technological system and the expansion of marketing system.

First of all, it is the solution to the construction of e-commerce talents.

With the rapid development of e-commerce industry in recent two years, the demand gap of talents in the industry is gradually increasing, especially the lack of compound talents who know both e-commerce and traditional markets, which seriously hamper the process of "touching the net" of traditional enterprises.

Therefore, enterprises must have a forward-looking consideration, and take the construction of talents as a priority work to solve.

Secondly, it is the requirement of technical system.

E-commerce is not so simple to move the business to the Internet. Excellent e-business enterprises need to provide customers with good shopping experience, satisfactory products and perfect services. Enterprises need to establish a safe, stable, efficient and flexible technology framework to meet the numerous and complicated demands of e-commerce, and at the same time have rich, convenient, low-cost, scalable front-end marketing and back-end operation support capabilities, so as to maintain and support all kinds of marketing and marketing activities.

Third, it is the realization of whole network marketing and whole process management.

Li Zhongwei believes that "heavy marketing, light operation" is the wrong way for many footwear enterprises to develop e-commerce, and the "whole network" is becoming an important feature of e-commerce in the new era.

The "whole network process" contains two levels of concept. First, it provides full network marketing from the front end marketing of e-commerce, so as to display goods and provide paction services in any place where customers may exist, including multi platform building and expanding network distribution channels, so as to provide customers with a simple, convenient and efficient shopping experience. Secondly, in terms of management, how to ensure customers' timely receipt of goods, rapid response to customer feedback (such as complaints, returns, etc.), and effective information management of inventory management to eliminate goods out of stock, all need to be completed from business operation, statistical analysis and prediction, and seamless connection between systems.

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Insiders pointed out that traditional businesses such as shoemaking and other traditional enterprises engaged in e-commerce business tend to continue the traditional mode of thinking and operation of offline operation.

To ensure the success of e-commerce, we must have the concept, language, technology, operation and maintenance of e-commerce.

If the enterprise is not able to solve in the short term, then seek outsourcing cooperation, and provide support for professional companies with customer service experience and strong understanding of e-commerce.

"But in any case, no e-commerce, no business."

The industry has appealed to traditional enterprises such as footwear that have not yet touched the net.