Internet Gangster Grab Shoes &Nbsp; Shoe Industry B2C Exactly What Secret?

The electronic commerce war of footwear giant in 2011 was fierce.

The seemingly unremarkable footwear business has caused three major Internet giants to compete. What are the secrets?

Public data show that the footwear industry B2C recently financing Frequent: good buy three rounds of financing for more than 87 million U. S. dollars; Le Tao net three rounds of financing more than 300 million yuan; famous shoe library Alibaba investment of about $20 million; cool sports financing of about $10 million; BELLE invested 200 million yuan to "dig" the electricity market, and the introduction of Baidu's investment.

Previously, US electronics Business affairs Giant Amazon spent $847 million to buy Zappos (US shoe B2C website). At present, footwear has become the third largest subdivision of vertical B2C after clothing and 3C appliances. According to statistics, the sales of footwear products in the United States account for 17% of the total domestic trade, and this data has reached 30% in Japan and South Korea. Some experts pointed out that the proportion of the Chinese market is between these two figures, which indicates that this is a big market and can support 1~2. list Company.

At present, Tencent, Baidu and Alibaba are the three major groups in China's Internet industry. The three Internet giants and traditional enterprises have invested in footwear B2C, or will trigger a new round of burning money wars in the field of electronic commerce. Meanwhile, many shoe B2C is also involved in the competition of Internet companies.

Footwear B2C sample a good Le buy: Tencent huge investment

Recently, B2C online shoe city has officially confirmed its completion of the third round of financing, jointly invested by Tencent and investment organization Dafeng Jie, of which Tencent invested $50 million, which is the biggest financing of B2C in vertical category this year. Li Shubin, CEO online, told reporters that more than 70% of these funds will be put into warehousing and logistics system.

Before this round of financing, good Lok got $10 million in Sequoia Capital in 2009, and last year earned $17 million from Intel, Tak Fung and Sequoia Capital. On this financing, Li Shubin said, "at present, the domestic footwear B2C market is growing rapidly. In order to speed up the expansion, the company has been seeking to cooperate with the Internet giants supported by strong funds, massive users and numerous resources. As the company and Tencent's strategic objectives are consistent and well integrated, the third round of financing was quickly obtained. In fact, there are many ways to cooperate with these giants, and enterprises will choose the best plan for them. For the company, Tencent has more than 600 million active users, and has huge traffic entrance. These are not necessarily available for money.

In view of the Internet giants touting the footwear B2C, Li Shubin believes that "footwear products have their own characteristics, the larger suppliers of footwear products, the easier channels to control, the relative standard of codes, the easy identification of authenticity, and the wide market, which is an important reason for many Internet giants to invest in this field. In the future, the contention of the camp in the Internet field is an inevitable trend. Electronic commerce is a kind of technicalization Internet service. Internet giants who occupy the capital, platform and other advantages will integrate e-commerce into long-term planning. As time goes on, they will form their own system.

Footwear B2C sample two Le Tao net: Lock "tide card"

Speaking of the current product positioning, Chen Hu, vice president of Le Tao net, told reporters that "following the completion of 70 big brands and 150 small and medium brand product line layout, Le Tao is locking the tide brand into third product lines. As a channel business, Le Tao network has always been a sales platform. However, through continuous observation of the market, we will find gaps and fill vacancies in the market. At present, domestic small and medium sized brands are more difficult to cooperate with large resources, so we are going to guide and act as intermediaries to become creative and integrated parts.

As a matter of fact, when the company proposed the cooperation proposal with the "angry birds" development company, the Danish game production company was surprised. "Their sense of China is mysterious and interesting, and the two sides chime in with each other and soon become a cooperation."

Chen Hu said that the tide brand is to make the brand, the ordinary users are vague about the shopping mall concept, but the impression of Nike brand is clear. Le Tao will exploit the brand advantage by constantly enriching the tide brand products, with a view to guide the mainstream consumer groups in the first tier cities, and affect the consumption demand of the second tier cities.

The industry believes that in the face of increasingly fierce competition in the online shopping market, once the source of the platform is controlled by competitors, the enterprise will face the risk of being engulfed by the market. At present, many online shopping enterprises begin to think about how to transform to cope with market competition.

Footwear B2C sample three hundred Li: traditional enterprises "touch net"

Recently, BELLE invested 2 billion yuan into the field of footwear business, and introduced Baidu investment. The website was named "excellent purchase network". It is expected to be formally launched in July 1st, and is also the senior vice president of Jingdong mall, Xu Lei.

In 2008, BELLE set up an official shopping website, Tao Xiu net, but its performance was not optimistic. In 2010, the sales volume of Tao Xiu network was 100 million yuan, accounting for only 0.5% of BELLE's sales volume of 23 billion 700 million yuan.

Because BELLE is also a national agent for many brands such as Adidas and Nike, the industry is worried that Baidu and BELLE will jointly seize the market by blocking the brand channel, so that other footwear B2C will be hit. In this regard, Li Shubin believes that BELLE provides services for many large and small businesses, and is also a long-term cooperative relationship with Holland, and BELLE is not expected to shrink seriously. At the same time, BELLE will enter the electricity supplier, and it will mainly sell its brand in the early stage, while good buy can provide customers with more choices, so it will not cause serious impact.

According to AI consulting data, in March 2011, the B2C shopping website of the main footwear company had 7 monthly total visits. Through the "daily average coverage" and "monthly total number of visits" two indicators to rank the shoes B2C website, good Lok, pat shoe net, Le Tao net are ahead of BELLE's Tao Xiu network. Su Huiyan, an analyst at Ari, said that as a traditional footwear enterprise, BELLE has a strong industrial chain control capability. In the short term, it is not impossible to contain competitors through controlling channels.

Although BELLE has tasted the sweetness of e-commerce, we must balance the online and offline businesses. If online products allow too much profit, they will have an impact on their offline sales. It is expected that BELLE will compete with other websites by offering online products exclusively. Su Huiyan said that at present, China's Internet has changed from "capital and traffic dispersion" to an oligopoly market structure. A few Internet Co are holding the huge flow and entry of the Internet. This makes the competition of enterprises turn from "innovation" to "camp".