Traditional Fast Fading Brands Accelerate Self Built B2C Mall

Although Jingdong mall, Dangdang, etc.

BELLE, the largest women's shoe retailer in China, has been testing e-commerce on Taobao and Jingdong Mall for about two years.

The head of the online shopping mall confirmed that BELLE will invest in the creation of an independent e-commerce platform this year.

"The investment e-commerce has been brewing for a long time within BELLE international, and the investment obtained by the online shopping mall is probably the largest investment in the footwear e-commerce industry in China so far."

The person in charge said.

BELLE online shoe city also exposed its management team for the first time yesterday. Zhang Xuejun, the former vice president of BELLE international, acted as CEO. Zhang Xiaojun, the vice president of original VCG, served as chief operating officer. Xu Lei, former vice president of Jingdong mall, was appointed CMO (Chief Marketing Officer).

In fact, BELLE is not the first traditional brand to leave the B2C platform independent.

Lining and Adam have established an independent official online mall at the same time as Taobao mall and Jingdong mall.

Although the cooperation with the third party platform can help the original third party platform's passenger flow, the enterprise's own brand promotion is not strong enough, and the corresponding service fee is also required to be paid to the third party platform.

Su Huiyan, an analyst at ERI e - commerce, said: "as a traditional footwear enterprise, although BELLE international has tasted the sweetness of e-commerce, it must be balanced online and offline.

This is also a problem that many traditional brands try to sell online.

It is expected that the traditional enterprise touches can attract users by offering products online.