Shoe B2C Website Cleaning Will Flow, After War Is Price War.

"2011 is a critical year for the 2007-2008 year business enterprise, and the industry is facing a big reshuffle.

For the industry leaders, there are good buy, shoe net, shoe store and Tencent, Baidu and traditional shoe makers behind them.

AI Consulting survey shows that following clothing and 3C appliances, footwear has become the third major subdivision of vertical B2C.

The question is: who knows more about the way of China's Zappos development?

Chinese Zappos

When describing the above trend, Chen Hu expressed his confidence in the first position of the industry.

And the same industry leader has nothing to hide but also good buy.

The two companies, which are positioning themselves as "the biggest online shoe city in China", are ahead of other online shoe cities in terms of reputation and business data.

But in fact, the two companies are fighting fiercely at the moment, and there are also shoe net and shoe store adjacent to South China's shoe manufacturers' intensive areas, and BELLE's Baidu investment background.

These young Chinese Internet operators have an image of spiritual idols: annual sales of over $1 billion, the global B2C shoe city Zappos, which is bought by the e-commerce giant Amazon for $1 billion 200 million.

In this way, shoes B2C enterprises such as good Lok, Lok Tao, Tao shoe net and so on are all labeled with Chinese Zappos, but there is only one Zappos in China.

According to Chen Hu's logic, this year is the watershed. Whoever reaches the annual sales volume of 1 billion yuan will get over his "2012" and whoever will get rid of his competitors.

The standard of success is to get rid of competitors and establish market advantages, and a more effective and successful way is to go public earlier.

Chen Hu jokingly told reporters that Le Tao will accelerate the pace of listing.

Also considered to be the earliest Chinese footwear B2C listed company, and also happy to buy, after Renren recently introduced the miracle of Chinese Internet listing, Li Shubin, a good buy CEO, admits: "I believe that as long as we are good at ourselves, we can shine in any environment."

And good Lok to do a good job of their own mainly refers to user services and category expansion, more than 20 brands per month to enter the pace of competition is only a microcosm of the industry.

Data contending

At the end of April, AI consulting launched a series of B2C industry reports.

According to last year's sales statistics, good Lok bought 200 million yuan for footwear.

But a few days later, AI asked another report.

On average monthly traffic and average daily coverage, Le Tao has doubled its advantages over footwear B2C second.

In this regard, good music buyer disagrees, "I want to give accurate data".

Chen Hu said that Le Tao has taken 119 brands and 12000 styles. "It has been continuous for many days."

On the other hand, a clear business model of e-commerce will show that money is not a problem, but the profit situation is much more profound.

Up to now, Le Tao and Holle have completed three rounds of financing, Le Tao is a total of about 300 million yuan, Holle bought 87 million dollars (about 560 million yuan).

Gene determinism

In the last wave of the Internet or e-commerce, the Alibaba Empire and the new market Dangdang became the overlord.

More than ten years later, the second wave of e-commerce has pushed the big and small enterprises to the stage with stronger momentum.

Unlike previous chasing platform companies, many vertical e-commerce businesses are on the rise.

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But how to stand out in the industry where electricity providers are gathering? Chen Hu said frankly, electronic and business, Le Tao pays more attention to the concept of Internet, namely the Internet.

Su Huiyan, an analyst with AI consulting, believes that e-commerce companies will pay more attention to the choice of goods, logistics and warehousing at the lower end of the line. These problems can be realized through the realization of funds and processes, while the Internet end needs to constantly provide innovation to study user habits.

It is reported that, including Bi Sheng, Le Tao team mainly from Baidu, Taobao and other traditional Internet industry.

As a major competitor, the team background of good Lok began to appear in different images.

According to Li Shubin himself, the founder, Lu Ming, has more than ten years' experience in selling traditional clothing and shoes, and has rich experience and resources in procurement, warehousing, and logistics. "Scientist" Li Shubin is responsible for the business of the Internet side. The two party cooperation is considered to be a huge combination of two swords.

Therefore, in the shoe city B2C mode of operation, there are traditional enterprise genes, habit buying type of good buy purchase in logistics warehousing huge investment, the current planned storage area has reached more than 50 thousand square meters, in the whole country has set up 6 warehousing centers, in order to achieve the last 3-5 days service efficiency.

Warehousing and logistics has always been the main content of Holle's purchase from the beginning. Li Shubin revealed that the good Le buy plan was to build its own logistics in the mainstream cities this year.

And Yue Tao did not pay much attention to the content.

However, the mode of consignment and virtual warehousing (the supplier has a warehouse dedicated to le Tao stock) has been embarrassed to not keep up with the order of the website.

At present, Le Tao has begun to make efforts to store the system. "But logistics will never do it by itself".

Some time ago, Le Tao met with the "empty box" storm, and Bi Sheng rebuked the development of the domestic logistics environment.

In the view of good Lok and other practitioners, enterprises do not do well in warehousing and logistics systems, and ultimately will not keep pace with expansion.

It is reported that the domestic e-commerce enterprises logistics warehousing investment huge, some companies in this regard investment has reached even 70%, Jingdong mall, fan, Dangdang, Alibaba, good Le buy and other enterprises have or plan to build their own logistics.

Different marketing strategies

In fact, not only is the team background different, but also the marketing way between Lok Tao and good Lok is very different.

Li Shubin disclosed that this year's marketing investment is about 100 million yuan.

Last year, it had already invested 20 million yuan in advertising.

What's interesting is that in April, Le Tao, who had always declared that he did not advertise, entered a huge advertising campaign.

Chen Hu explained that the development of enterprises must be advertised. The main force of marketing in the first half of the year was brand bombing and capturing new users, at least until the end of May.

But other analysts pointed out that last year, Le Tao mainly set the marketing direction on the coupons, although it can get users' favor, but "cultivate bad user habits", the user has a sense of dependence on the use of coupons.

In the statistical report of AI consulting, the price of Yue Tao's customers is even less than half of that of good music, which may be the main reason why sales last year were much lower than that of Haoyue.

At present, the domestic shoe industry B2C is still in the flow of hunger and thirst, whether it is coupons or advertising, meaning is capturing new users.

Chen Hu admitted that after the traffic war, the footwear B2C price war will come.

According to the data disclosed by Le Tao and Haoyue, the price of both parties is basically maintained at the same level.

"We only rely on the price parity system to carry out 1-10 fine adjustment of the price advantage."

Perhaps, when the price war is coming, it is the time when China's Zappos gets rid of its glare.

As an onlooker, Xu Xiaohui, the founder of clothing network brand in the field of B2C subdivision, believes that no one has the chance to win the championship yet.