Children'S Shoes March Into E-Commerce &Nbsp; Create Brand New Aircraft Carrier.

Although the children's day of June 1 has passed, the Internet is still in the ascendant around the unique consumer group of children.

As a fast selling way, a brand-new brand has sprung up from Taobao.

Is it true that e-commerce will create a children's product brand aircraft carrier like lightning? Although most of the children's shoes brands in Jinjiang are also complying with the trend of e-commerce development, they are beginning to set foot in the field of electronic commerce. For example, the leopard invited the team to take charge of the whole operation. Kasiron even set up full-time posts to be responsible for the promotion and sale of the brand in the network.

For these enterprises, how do they need to address the characteristics of the e-commerce of children's shoes brand, promote brand development through network sales, or launch network marketing? In this period, we invited several industry experts and experts to discuss the above issues.

Guests of this session:

Zhi Shang brand marketing consultant Co., Ltd. Chen Jinlong

Assistant General Manager of Yu speed sporting goods Co., Ltd., Chen Mingyi

Cao Fanghua, general manager of idea inside (Xiamen) e-commerce marketing service Co., Ltd.

There are appeals on the line.

Green box mode is favored

Jinjiang Economic Daily: what do you think is the green box's brand operation mode?

Chen Jinlong: I think it is feasible. There are successful cases and unsuccessful cases in e-commerce. It mainly depends on how to operate.

Online is a big market, in fact, online and offline will not conflict, because they have their own characteristics, mainly to find out their respective demand points.

Chen Mingyi: this model of green box is very good.

It should be said that both online and offline have their own advantages. No one can replace them forever. I think online and offline can co-exist.

The online effect is still good, there are still reasons for being offline. Online brands always have the disadvantages of being unable to try on, unable to touch and experience real products. Consumers' perception of the physical store environment and shopping experience are unsatisfactory on line. Many consumers are actually impulse to consume because of some feeling gained by shopping.

Cao Fanghua: at present, there is not a leading brand in the field of children's wear. There are many brands that are successful in e-commerce, not only green boxes, but also wheat bags.

The main reason is that their offline channels are not wide enough, and the competition between online and offline can not be competitive. Under the condition that the online is not wide enough, there will be no competition for resources on line or offline.

Children's shoes enter E-commerce

The key is to find out the balance point.

Jinjiang Economic Daily: Nowadays many brands of children's shoes in Jinjiang have launched the e-commerce plan. Do you have such a consideration?

Chen Mingyi: we also have plans to start e-commerce, which is still under exploration.

Electronic commerce is a business mode in the future. Many things can be explored. No matter what kind of model it is, you can actually try it. If you don't try it, you will know that you can't walk without it. The key is to find out the balance between online and offline, the effect of online product dissemination and promotion, and the entity store can't do it.

However, there are more and more Taobao businesses begin to study design and production, and make their own orders, making very cutting-edge styles.

And brands like green boxes have obviously taken the lead, laying a good foundation for them to break the encirclement and occupy the market.

In the case of green box investment, brand building is one aspect, and continuous customer experience improvement is also a very important aspect.

This is worth learning.

Cao Fanghua: now many brands are starting to blindly start e-commerce. Their starting point is relatively vague. Many of them are because e-commerce is very hot now, so they have to do e-commerce.

The ambiguity of starting point is mainly reflected in two points, one is price, others are low in price, I am lower than you; the two is strategy, without a whole strategy.

Jinjiang Economic Daily: as an important supplement to offline channels, e-commerce attracts more and more people's attention. Do you think Internet brands will drive the development of offline brands? For children's products, what are the different aspects of e-business in comparison with adult brands? Do you need to pay attention to them?

Chen Mingyi: Internet brand is bound to drive the development of brand under the line. Online stores are easier to accumulate data from the whole country, and these data are equivalent to market research, which has a strong guiding role for offline stores.

Moreover, the development of online brands to a certain extent also requires offline sales, because customers need to experience.

Cao Fanghua: whether green box or wheat bag, in the future, I think there will be great development on the Internet, there will be flagship stores in big and medium cities, but these flagship stores will not focus on sales, but mainly on customer experience.

In the field of children's products, there is no brand that can serve as the leader of the industry, so the share of any brand will not be very large. The share of the green box is actually a lot of brands.

The biggest difference between children's products and adult brands is the obvious demand of consumers. For example, the number of shoes is cotton or leather, the demand is very obvious, and there is no need for many advertisements.

Adult brands need a lot of advertisements. They need to be guided by advertisements and selectively consumed.

So the key is strategy, as long as the strategy is good enough.