Current Situation And Trend Of E-Business Development In Leather Enterprises In China

The concept of e-commerce was first introduced into China in 1993. By 2006, the annual turnover of e-commerce in China has exceeded one trillion yuan, which took only thirteen years. During this period, both B2B mode, B2C mode and C2C mode have achieved good development. The development speed of electronic business economy, such as "rocket speed", is generally stimulating the manufacturers' nerves.

Against this background, Alibaba, Taobao, Huicong, Jingdong mall and other large comprehensive, professional e-commerce platforms have sprung up and established their own status in the industry. A large number of e-commerce platforms have sprung up. In recent years, Internet giants represented by Tencent and Baidu have built a trading platform such as "pat net" and "ah" according to their huge number of users, and the leading enterprises in various physical industries have begun to compete with each other as their brand awareness has increased.

At present, e-commerce is still booming.

According to the "China e-commerce market data monitoring report 2010" released by the China Electronic Commerce Research Center, the volume of e-commerce market in China has reached 4 trillion and 500 billion in 2010, an increase of 22% over the same period last year. Among them, B2B e-commerce transactions totaled 3 trillion and 800 billion yuan, an increase of 15.8% over the same period last year. Although the growth rate has slowed down, it has maintained a fast and steady development trend. The total scale of online retail market transactions such as B2C and C2C has reached 513 billion 100 million yuan, up 97.3% over the same period last year, nearly doubled from 2009, accounting for 3% of the total retail sales of social commodities in the whole year.

Statistics show that as of 2010, the number of e-commerce enterprises has reached 25000. Among them, B2B e-commerce service enterprises reached 9200, an increase of 21.3% over the same period. The number of B2C, C2C and other non mainstream enterprises has reached 15800, an increase of 58.6% compared with the same period last year. Industry experts predict that e-commerce will remain stable and rapid growth in the next few years. It can be said that under the current economic background, e-commerce has become an important engine to promote the economic development of the whole society.

The development of e-commerce in local leather enterprises

After decades of rapid development, domestic Leatherwear Industry has grown rapidly, and a large number of leather enterprises have gone through the stage of primitive accumulation of capital, and then turn to brand economy, fashion economy and e-commerce economic direction. In the face of huge market space, the production enterprises will not be unmoved. On the whole, leather shoes, Luggage and bags The e-commerce level of leather products and other subdivision areas is relatively high, and the popularity of leather clothing and fur products is low. In the field of leather raw materials, due to the particularities of product attributes, most of them take large, comprehensive and professional e-commerce platforms, such as Alibaba, Huicong and professional websites. In the field of finished leather shoes, luggage and leather goods, leather clothing, fur clothing and other fields, the choice of trading platform is more diversified, except Alibaba, Taobao, Huicong In addition to the large platforms such as Jingdong mall, local brand enterprises with strong financial strength and high brand awareness or independently establish their own official shopping websites, such as BELLE's "Tao Xiu net", AOKANG's "AOKANG network mall", etc., or build their own official flagship stores in Taobao, Taobao mall, Jingdong mall, Le Tao online shoe city and other large shopping platforms, such as Kangnai, red dragonfly, Kangnai, spider king, Yi Er Kang, Mu Lin Sen, and LAN LAN.

In addition, there are also a large number of excellent brand agents in Taobao, Taobao mall and other shopping platforms to build network stores or network counters; and for most two or three line brands and most brands are not well-known leather enterprises, in addition to the traditional channel in the three or four line of power, its e-commerce path basically through Alibaba, Huicong and other platforms to sell large sales channels.

"From the perspective of the whole industry, the proportion of e-business and e-business operation of leather enterprises in China is still low. Only a few large scale brand enterprises have launched e-commerce business, but their breadth and depth still need to be further explored.

Due to the low entry threshold, the overall strength of enterprises is uneven. Most of them are mainly small and medium-sized enterprises. Due to the constraints of their own vision, capital, technology, talent and brand, they are not powerless in the field of e-commerce, they are lack of knowledge, and their competitive areas are mainly located in the physical sales market. An insider told reporters this.

Development trend of leather e-commerce in the future

"In the long run, leather enterprises will take the road of e-commerce, which will be a trend of development. But from this stage, traditional sales channels will still occupy the mainstream position. First, the sales and brand image of most leather manufacturing enterprises are still dominated by traditional channels. Two, there are still some limitations in e-commerce channels. For example, shoes and leather products can not be truly experienced on the Internet. In a physical store, whether a product is compatible with the intention can be verified at the scene. Wang Jianxin, director of Guangdong Leather Association, told reporters that he believed that the traditional channels and e-commerce channels would not be replaced by anyone in the future.

What is the trend of the future e-commerce development of leather enterprises? Regarding this, Liu Tuo, senior marketing consultant of Shanghai Jin Xie consulting management company, believes that the future e-commerce path of leather enterprises will develop in the following directions.

First of all, the trend of platform will be more and more obvious. Large scale leather products shopping mall will be springing up. This type of trading platform will rely on its own perfect function to gather most outstanding domestic and foreign leather products brands, all of which are authorized by the manufacturers, 100% genuine products, free distribution in logistics, and free replacement, which can provide consumers with the perfect shopping experience.

Secondly, brand marketing will enter the stage of experiential marketing, which is interactive with consumers. On the one hand, the first is the marketing interaction between the brand itself and the consumer, which achieves the effect of online and offline interaction and cross media interaction. For example, AOKANG's "Kanglong brand signing with the Hunan TV's happy family" and "buying AOKANG shoes have the opportunity to get the tickets for you if you are the one" is a way to enhance the brand image and promote sales of products by relying on Hunan satellite TV and Jiangsu TV's high popularity and attention. Two, the interaction between trading platform and consumers, such as "happy net", using 3D mode to imitate real shopping malls, consumers can choose and buy clothes and leather shoes and other commodities without leaving home. The combination of this new technology and fashion products will bring consumers a completely new experience. The brand marketing interaction at this stage is reflected in two aspects.

Third, whether brand enterprises or trading platforms, word of mouth marketing will be an important aspect that needs attention in the future. At present, the main purpose of many domestic brand enterprises in brand marketing is to drive sales through a large number of advertisements. When consumers recommend products to their friends and relatives, they only have the impression of advertising, and lack the bright spot and basis of the product itself. Leather enterprises should not be limited to selling products through Internet channels, but they can also develop in the depth of brand concept promotion, corporate culture communication, value concept promotion, creative design solicitation, public welfare activities and so on.