Shoe Brand XTEP Distributes Through E-Commerce Rio Tinto Network

We know that we joined in 2001.

"Many enterprises in Jinjiang also regard e-business as a dumping of off season goods and inventory clearance, lacking overall planning and strategic height.

Due to the lack of overall planning, there will be a lot of contradictions and problems in the sale of goods and online products. "

Richard Lee said that after the 2008 Beijing Olympic Games, many sports brands were using the Internet as an important channel to clean up inventory due to the serious inventory. They had a great negative impact on the brand, and also disrupted the normal competitive environment of online shopping.

But after meeting XTEP e-commerce director Zhong Tao, Richard Lee saw hope.

Through communication, Richard Lee feels that XTEP is a company that moves e-commerce up to business strategy. It has clear thinking and specific planning, and everyone in his team has more than 5 years of experience in e-commerce.

The two sides hit the nail on the head. Hangzhou has an e-commerce company as one of XTEP's network distributors.

In Richard Lee's view, the mode of network distribution business is like a dumbbell, with two ends in the middle, and itself in the middle. In fact, the more important part is the front end supply chain and the back-end warehouse logistics.

It is the most important thing for an enterprise to do well in the separation of products, brands and online and offline businesses. With these guarantees, it will be very smooth to cooperate with distributors.

In addition to valuing the shoe brand XTEP attaches importance to e-commerce, XTEP's brand characteristics and product strategy are all in line with the target group of e-commerce, such as the main high school students and college students, with diverse styles and rich colors, and developed a product line specially supplied by the Internet.

"XTEP not only developed the exclusive online style, but also made a distinction between styles and colors, such as black and white products under the line, while the color of the line is much richer."

Zhong Tao, director of XTEP e-commerce, said.

Unlike the outsourcing mode and the independent operation mode of e-commerce companies, XTEP's e-commerce mode has its own characteristics. It belongs to non independent accounting, sharing marketing resources with enterprises, integrating performance into the overall sales of the company, and making differentiated designs with the offline production of the same batch.

Because XTEP develops e-commerce vigorously, from product design, promotion and marketing to the unlimited open of e-commerce business, so in the foreign communication, all with URLs, which is actually to help XTEP e-commerce has done soft implants.

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Selection of network distributors

Through research, XTEP executives found that the main groups of online shopping are college students and high school students. They are happy to buy inexpensive new products on the Internet. E-commerce can not only expand the sales channels of enterprises, but also cultivate their awareness of brands, as well as disseminate the brand and enhance the brand with the help of online consumption experience.

After choosing Taobao distribution platform, XTEP's initial distribution business is mainly based on image distribution and small distribution, but the problem is that although many distributors hang pictures on the website of their own websites, they do not purchase from XTEP, but choose products from other channels.

In order to solve this problem, Taobao distribution platform upgraded and improved the system, launched the function of importing a key into the official website store, that is, as long as consumers placed orders on the distributor's webpage, they automatically imported into XTEP's official website, directly from the official website, and the data base directly deducted XTEP's official database.

"A key will be imported into the official website, there will be a official website number, the system will automatically play up, so that we can identify whether the source of the official website, all the products from the official website, there is a weighting in the search, so this function has solved the problem of 70% of the picture distribution fraud."

Zhong Tao said.

But relying solely on the distribution of distributed pictures is not acceptable. XTEP has focused on the cultivation of network distribution, and set a higher threshold for the qualification of network distribution. The number of teams who specializes in XTEP distribution is more than 20. There are specialized pre sale, post sale, logistics and market teams. The warehouse area is 100~500 square meters, and the initial payment is 300 thousand yuan deposit.

Despite the harsh conditions, XTEP chose 30 of its distributors with certain network distribution experience as XTEP's network distributors.

"We will carry out online certification to distributors, require stores to make unified decoration, provide unified photos of the official website, make orderly and unified images, and conduct marketing guidance to all distributors who sign the contract. In accordance with their advantages in the sale of single products, they will also match high-quality goods to them and enhance their competitiveness."

Zhong Tao said.

In fact, there is not much difference between online distributors and offline distributors. Good distributors need to return to marketing strategy, rather than simply designing a page and promoting a promotional activity.

"To do any sales, we need strategies to decide all the strategies, such as how much we need to do for 1 million yuan sales, how much conversion rate we need, how to divide products, how to present, how to push, what colors to use, what kind of price combinations to make, what promotions are needed, all of which need to be embodied in the system, which is similar to the practice of promoting shopping experience offline shops."

Richard Lee's experience in network distribution is obviously increasing.