It Is Not Too Late For Traditional Shoe Companies To Enter E-Commerce.

　　 online shopping It is only five years or so since it began to prevail in China, but the myth of data created by it has surprised many people. In this new field full of unlimited possibilities, many traditional enterprises are also eager to move. But how do traditional businesses start? Electronic Commerce ?

Recently, at the footwear e-commerce summit in Quanzhou, BELLE Xie Yun Li, deputy general manager of e-commerce company, Anta Lin Xiaofei, director of sales, executive director of XTEP e-commerce center, Zhong min Tao, Hongxing Erke Electronic Commerce Director Zeng min, AOKANG e-commerce director Chen Xiangwu, Lining e-commerce manager Feng Ye and other domestic well-known shoe business executives of electronic commerce discussed the problem, and admitted that any traditional enterprise, from now on to enter E-commerce is not too late.

Present situation

Daily sales have exceeded 10 million yuan.

In 2008, BELLE launched the e-commerce project, which opened the prelude to the development of e-commerce for domestic shoe brands. Subsequently, many shoe brands in China have been testing electronic commerce and developing at an extraordinary speed.

"In fact, we are also" electric business ". Xie Yunli joked. According to the introduction, BELLE formally investigated and thought about e-commerce in January 2008. Through research, it found that there are many fake BELLE products online. After half a year, BELLE made a decision to start the trial operation of e-commerce. In 2009, the first version of BELLE's Tao Xiu online line was imported at that time, or it was artificial. By 2009 November, there was a breakthrough growth, and the daily sales exceeded 1 million yuan. In August 2010, the second edition of Taoxiu online line achieved a single day sale of 10 million yuan in 2010.

Anta started trial operation of e-commerce in February 2010. At present, two brands of Anta and Felix under Anta group have been launched, and the sales volume has exceeded 100 million yuan through over a year's operation. Anta has set up an e-commerce company and has a team of dozens of people. The company has a brand, merchandise, backstage support and other departments, online products have independent planning and design, background support includes IT, logistics, customer service control.

XTEP e-business platform has been online for a year. XTEP's e-commerce sector has grown from 18 people in the early days to more than 70. There were only 6 warehouses, 4 customer service and 8 people in the early stage. Zhong Tao admitted that the division of labor was not detailed in the early stage, but as the function increased, the organizational structure was gradually improved. "The first part is the channel pull, the first part is the channel department, then the commodity department, the commodity match is sold, the marketing department, the market department under the operation support department, then the planning department, then the storage and transportation plus customer service."

Hongxing Erke began to do e-commerce at the end of 2009. According to Zeng min, the project team has just been set up and has been selected from various departments. Now it has developed into a team of more than 30 people. The project group first started from the commodity management and channel development that the enterprises were good at, and gradually expanded to other sectors. But at present, such as shooting plane processing, logistics delivery, order processing and other sectors are still outsourcing.

It is understood that AOKANG began to set foot in e-commerce in 2006, and started its operation independently in November 2010. It has created a sales record of more than 23000 pairs of single products, causing a great shock in the industry. AOKANG electronic business division includes administrative integration, procurement, VI visual design, operation Department and other departments. The operation Department is divided into 5 branches according to the brand.

Lining has entered e-business for about 4 years, from independent business unit to today's independent subsidiary. When Lining started to set up, there were only 3 people, now 60 people. In the early days, many Internet talents joined in, but gradually absorbed talents from the group or from offline business departments during the development process. Feng Ye said that the main departments of subsidiaries are businesses and markets, which are responsible for the daily business and marketing activities of all outlets. The product department is responsible for purchasing, designing, and communicating at the group level.

　 conflict

Need strategy in resolving process

At present, there is no good case for traditional enterprises to develop e-business. How can enterprises start and promote their own e-commerce development according to their own characteristics? In the process of advancing, in the face of various voices and conflicts, how should enterprises face it?

Online and offline conflict is a problem that all traditional enterprises should face in the early development of e-commerce. Xie Yunli said that this problem does not exist in BELLE at present. BELLE sells 80% of its products based on its own development, specifically for the needs of network customers. "Many traditional electricity providers sell their old stocks online. There is no mistake in thinking this way, but this is not a healthy e-commerce. The traditional channel is good, the electricity supplier has no food to eat, because the goods are not enough to sell; the tradition is not good, the electronic commerce is exhausted. How many people should the electricity supplier team meet? How to deal with this change is always in a state of no end. Therefore, our thinking fundamentally solves the conflict problem. We have played a positive role and have avoided the negative fundamentals. " Xie Yunli said.

In addition, in terms of price strategy, BELLE also evaded the conflict between online and offline. "We have two principles: the cost difference between traditional channels and e-commerce is about 20%, and we give profits to 20% of the cost. The products that are the same as those of traditional shops are 30-50 yuan lower than traditional channels, which is based on the sales service of shops, which must be better than online sales."

"In the past few years, if you want to do multiple choice questions: to do or not to do it?" in 2010, we did not need to choose. Lin Xiaofei said, so the current resistance is relatively small. At this time, Anta pays more attention to how to integrate resources and what steps to take. Now, when Anta is making the 10 year plan, it has already studied e-commerce as an important growth point, and has made preparations for the future difficulties in developing e-commerce, or matching resources.

　 Development

First plan and execute in place.

Zhong Tao said that XTEP has made three years' planning in the development of electronic commerce, and he can be classified into three stages: the first independent regiment, second security groups, and third the literary troupe. "The independent regiment only allows us to set fires and not allow others to light the lamps. All the funds are put together and the rules on the offline line are determined by us. Second security groups, we need to escort the key areas of online distributors, and transmit our experience to them accurately and quickly, so as to avoid wasting time and cost. If the third literary troupe, if second years are escorted by the whole security year, the whole logistics system can be recognized to a certain extent. We will rapidly expand in third years to achieve the integration of online and offline. And e-commerce as a referee, advertising, brand comprehensive utilization, we call it the literary troupe. He believes that the stage of XTEP's independent regiment has passed. The security corps has just started and has not yet entered the stage of the literary troupe.

And Hongxing Erke's e-commerce process has been briefly summed up as "three steps": look ahead, turn left and start. First of all, change the boss's thinking, communicate with the top and communicate with them through some successful cases. The second step is how to do the project. Zeng Min said that in the process of promoting e-commerce projects, it also encountered resistance from the internal and the agents, but in the process of coordination and communication, it could basically be eliminated.

At the beginning of the establishment of AOKANG's e-commerce business department, there were also many questions. If the sales promotion was done online, the sales department under the line would think that the price system was disrupted. Chen Xiangwu said that first of all, we must get the support of the leaders in charge, and change their concepts and find common solutions through leadership and coordination. Feng Ye thinks that different voices are very normal. Companies are big, so long as they make a decision, they have different voices. "From our own point of view, it is high level for the executives to know that similar problems are encountered. First, there is no impact on the original business interests in the long run. Second, we have brought in incremental revenue. As long as these two points are appropriate, most of the problems can be solved." {page_break}

[expert theory]

Summary

A few days ago, the Chinese clothing industry took the theme of "building brand strength" as the theme, attracting experts from many industries such as clothing, brand research, new media, art and so on to gather together to make suggestions for the construction of China's clothing brand. The Morning Post reporter picked up some of his brilliant ideas for readers.

　 Emotional resonance will lead to purchase.

The chairman and CEO Liu Jing Zheng of Japan fast Marketing Co., Ltd.

"If we want to win in the world and win in the future, we must have a brand and establish a brand." The chairman and CEO of the Fast Retailing Co., Ltd., Liu Qi Zheng, the founder of "UNIQLO", said that when customers buy goods, they do not simply consider the performance function of the commodity, but buy when their feelings resonate. Which company makes and sells what kind of goods it wants is worth studying.

He said that in excellent shops run by excellent people run by excellent enterprises, and from excellent salesmen to buy good products, all business activities are brand names. It is very important for employees to correctly sell real good products in a good environment.

"If we want to achieve globalization, we must first identify who we are, where customers want to shop in NO.1, and want to buy the best products in the best shops." Ryui Masa, for example, for example, Japan's strengths in fiber, we will identify these points to start cutting. After that, the challenges and self renovation are constantly challenged. Next, we must have good judgement and thorough execution, follow the company's principles and principles of business, and do the most important thing in a year. What's the goal of 10 years and today, this week, this month, this quarter and half a year, we must have such a plan.

He said that the success of UNIQLO's brand is based on the following considerations: the first is the era and innovation. We extend the requirements of the times, create the specific needs of customers, and achieve two aspects of high quality and low price. In the form of chain stores, customers can enjoy the same goods and services at any place and any shop, with the selection of goods without shortage and without stock. We also have the best cooperative factories and partners in the world.

He said that many people now have the idea of casual wear, that is, casual clothes are only suitable for young people, some boasting and cheap clothes, I don't think so. In my opinion, the design of commodity fashion requires consumers to enjoy comfort in daily life, especially for men, women and children. The clothing itself does not have the individuality, but displays the individuality by the clothing person's collocation.

He said that the development stage of UNIQLO can be roughly divided into three parts. The first is the enrichment of basic products, main products and color sizes. The second stage is to attach importance to free collocation, lifestyle, fashion, popularity, style and precision. The third stage is the concept of sales for all, the development and innovation of this content, and we hope to develop together with high technology enterprises.

　 Brand experience is a brand advantage.

Martin Brandt, a master of brand management in the United States

Martin Brandt, a master of brand management in the United States, said that in the clothing industry, the brand is first of all an experience, such as product services, storefronts, websites, service personnel, salesmen and so on, all of which can bring experience to consumers, and together these experiences can bring strong reputation, superiority or good market position to the brand.

He said that brand needs both internal and external integrity. For the brand itself, it can not give the market anything. It is actually created by consumers and manufacturers. In this process, the goal of the brand is very important. The goal is actually beyond the purpose of making money. It helps the brand make decisions, allocate resources, and even innovate.

　　 Brand means all activities of the company.

Lu Taihong, Professor of international marketing, Zhongshan University

Brand means all activities of an enterprise. The key word is all. It emphasizes the executive power of the enterprise. The so-called "all" means that the establishment of a brand is not a tributary or part of a business. It is all activities of the enterprise, it also uses all activities of the enterprise to show the intrinsic meaning of the brand to the market and consumers. In brand building, is it a long-term strategy or a short-term effect? Is it to choose the practice of flower boxing or embroidering legs, or to choose the brand road that can last for a long time? At least, we should reach a consensus today that we should not imitate, or we should not rely entirely on imitation, though at a certain stage, we need to imitate and learn to import resources.

　　 The real brand is the first association of this category.

Ho Yun, associate professor of marketing at Zhongshan University

Is brand necessary for all enterprises? I believe that according to different stages of development of enterprises, according to their own sense of mission and pursuit of enterprise value, it is not necessary, and it is important. So it doesn't mean that after today's meeting, we will advertise and publicize tomorrow. Now many brands and enterprises are pursuing performance, and constantly developing new sub brands. This is a path, but there is another way to do fine on the original single product. True brand is the first association that you can become your category. This is a more difficult road. Not all enterprises need to innovate. A culture in Japan is called improvement. For us, it is more important to do better step by step on the basis of the original.

　 The Western brand is the last thing that imitates the West.

A famous marketing expert and management consultant expert.

The concept of brand is that after you understand the needs of the market, use the best technical means to achieve such a demand as much as possible, and then the art of doing. China is now more imitating the Western things, and finally strengthening the western brands. Only when we are good at turning Chinese art talents into Chinese designers, serving the industry, not serving the nobility, can we form a true sense of Chinese style at that time, and it is possible for Chinese brands to be built up.

　 Do not show off, flatter, or be self absorbed.

Ma Guoguang, a famous writer and critic in Taiwan

For brands, sometimes we forget completely about the limitations we originally received, which may show more confidence and elegance. To build self-confidence, there is a three non - ism, one is not to hold the old culture, do not always show the old ancestral things to show off; second do not flatter the new fashion, new is not necessarily good, but new China can have good; third is not self intoxicated, not complacent, the brand has opened its world, but does not mean that the world so far.