E-Commerce Marketing Channels Change The Traditional Concept Of Shoes And Clothing Enterprises

In May 25th, the traditional shoes and clothing enterprises, which are expanding the sales system of physical stores, are involved.

Viewpoint 1:

Warehouse self distribution outsourcing

Viewpoint two:

Depending on talent reserve

Lin Xiaofei, head of Anta e-commerce, believes that traditional enterprises can develop different e-business development plans according to different stages.

For the expansion of e-commerce in the future, Anta prefers to build itself.

She said that for Anta, customer service is still outsourcing, including logistics and distribution.

After a period of development, customer service is still outsourcing, but logistics needs to build independent storage facilities.

Logistics outsourcing, then, can not control the experience of consumers at the first time, nor can it do physical warehousing, so the logistics enterprises have done it themselves.

With the development of business, there will be an electronic mall in Anta when it is suitable for breakthroughs in the future. At that time, whether customer service is still outsourcing should depend on the reserve of talents at that time.

Viewpoint three:

Sharing benefits with channel providers

XTEP Sales Vice President Zhong Tao believes that to enter e-commerce, we must first determine what enterprises are trying to achieve.

To make a brand, we still need to make profits.

It can be said in this way that the swordplay of e-commerce is to make its products, customer service quality, conversion rate and picture design work to the spiritual stage and become a master of the world. This is the way of swordplay.

After swordplay, we need to lay stress on the line, the line is the cooperative dealer, and the line is the supplier.

All brands do not want to have a large number of stocks, and goods should be stored in the hands of distributors as much as possible. How to use the interests of the comprehensive allocation of funds to achieve consensus on interests is the essence of the tactics.

Once again, the core of the law is to integrate the fashion that the real consumer needs into the brand, so that it can become a brand element.

Zeng min, deputy director of e-commerce Department of Hongxing Erke group, also supports gradually outsourcing some businesses to do some core businesses.

He believes that the biggest cost of e-commerce is time cost, and now it can no longer be like the water test stage in 2008 and 2009.

If an enterprise wants to do e-commerce, it must quickly cut in, professional people do professional things, and some things can not be replaced by others, such as the design ability of enterprises, the understanding of brands, the ability of commodity control, and the control of price system.

These belong to the good part of enterprises, and they must be firmly grasped, but there are some things that must be shared, such as sharing interests with distributors.

Enterprises should set up an ecommerce ecosystem to make the foundation of e-commerce more solid.

Viewpoint four:

Self built online shopping platform

Li Jinrun, general manager of Metersbonwe B2C logistics management department, suggested that Quanzhou traditional enterprises should build their own online shopping platforms.

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Li Jinrun reminded that before the promotion of traditional enterprises, the logistics department must communicate well with the marketing department, because many times, when marketing departments do promotions, they will not know the main information of promotional activities to the logistics department, which will lead to the "disaster" of distribution, and finally result in a situation of "100 million yuan back to 50 million yuan".

Because sales will lead to ten times, 100 times or even a thousand times the order volume. These orders tend to be multiple batches, fewer batches, high quality requirements and fast speed.

If it fails to do so, consumers may ask for a refund because of the overtime delivery.

"At this time, the order processing capability and logistics distribution capability of enterprises are very important, because once the distribution capability is not able to keep up, the last mile's" delivery "is not in place, not only can not achieve the promotional effect, but also has a negative impact on consumers' minds.

Li Jinrun said that traditional shoes and clothing enterprises should first solve the "bottleneck" of logistics before "touches the net".

Viewpoint five:

Professional people do professional things.

As the representative of the third party of e-commerce platform, Wang Dongzhu, chairman of Tao shoe net, is a rare cross-border operator from traditional manufacturing to e-commerce professional company. He thinks he is an old friend of the traditional industry and a new friend of the e-commerce industry.

Wang Dongzhu made an account of the sales cost of traditional enterprises under the offline channels.

For example, he said, Anta had 7000 stores nationwide last year, and made about 7000000000 yuan sales. The average sales volume of a store should be around 1 million yuan.

The average rent of a store accounts for about 20% of the total cost. A shop is about 100 square meters and requires 8 people. The cost is about 10%-15% of the total cost.

Considering the overall consideration, there is still a clear gap between the cost of online operation and offline operation.

Therefore, in the short term, online business can provide consumers with price concessions, but in the long run, professional e-commerce platform can achieve new cooperation with brand dealers by cost advantages, such as developing unique products for online, while online professional promotion and sales, enterprises can completely outsource to professional online shopping companies.

Wang Dongzhu said, in view of the good prospects for e-commerce, he invested 20 million yuan in 2008 to build e-commerce sales platform, mainly selling various brands popular in the market.

Last year, he invested more than 70 million yuan. At present, Quanzhou's shoe brands and Nike, Adidas, Lining, BELLE and other brands all cooperate with their online agents.

He believes that for the traditional enterprises in Quanzhou, the e-commerce market is just starting, and there will be great room for growth and opportunities in the future. Therefore, letting professional people do professional matters will be the future direction of development.