Shoes B2C Website Parted

Financing war, price war, and private ownership

Price war cover up

Chen Hu, vice president of Le Tao, predicted earlier that footwear B2C will face a big reshuffle this year.

In fact, price war is a common means of commercial competition.

In the undeveloped China's e-commerce field, this strategy has been interpreted to the extreme by Dangdang, Amazon and Jingdong mall, but the three companies are fighting in the low price book area.

All in Chen Hu's expectations, footwear B2C "price stimulus" as scheduled.

In July 15th, Le Yue, the main competitor of the company, announced the launch of a summer promotion campaign of "300 thousand pairs of shoes, half price ceiling".

The evaluation of this promotion has also been used for the first time since "on-line" and "so vigorously".

According to Li Shubin CEO, sales promotion includes more than 6000 pairs of 300 thousand pairs of shoes, and covers the famous outdoor sports brands such as Nike and Lining, as well as the famous fashion shoes and men's shoes brands such as kiss Kat and Daphne, which last for a week.

"Mainly in order to repay the new and old users who are happy to buy", Li Shubin interpreted the price strategy.

And the relevant person in charge of good fun further introduced, in addition to half price sales, will also introduce thousands of brand new styles of the season, these will be good fun buy important action.

What is worth pondering is that in July 15th, it was just the day when good music bought another rival's official website.

The excellent purchase network supported by women's shoes hegemony BELLE and search hegemony Baidu is threatening. Good Lok has launched a rare promotional event at the right time. Even people in the industry are joking: "this is a special way to congratulate the competitors on the line."

Good Le buy, Le Tao, excellent purchase, three leading B2C footwear enterprises will continue to complex competitive relationship.

In view of the price struggle, the views of the three companies are not the same.

Chen Hu said frankly that the price war will be the ultimate trend, and Li Shubin said he would not initiate the price war, while the excellent purchase CEO Zhang Xun Jun believed that "price war is only a commercial presentation form of e-commerce, and the purchase of excellent products should not be merely a price offensive".

But there is no doubt that the three companies maintain a high degree of price concern with each other. "There will be a price comparison system", "fine adjustment based on the price changes of the other party", "will adhere to competitive prices" become tacit price strategy.

Users like low price, but may not like to abuse the price war, no one can guarantee that enterprises trapped in cost can produce the best goods and services after the temptation of price.

Private brand hedging

If you don't do your own brand, you shouldn't ask for the best purchase. This website, known as BELLE's online shoe city, and BELLE, the shoe industry, are self-evident, not only get hundreds of millions of dollars of investment, but also match the match with the competitors.

After all, apart from the price advantage, the most attractive thing for a online shopping enterprise is whether the goods are complete.

In the past two or three years, one of the main tasks of good Lok and Le Tao is to introduce brands and increase styles as much as possible. This has become the focus of the "comparison" between the two sides. It is an open secret for the industry to win the exclusive agency right of shoes dealers. "Exclusion" is a basic normal business method in this industry.

However, after the confirmation of the purchase network was launched, a piece of news that BELLE banned other footwear B2C, suspending its own brand licensing of STACCATO, BELLE, Tata and other women's shoes spread like wildfire. Although Li Shubin and Chen Hu did not respond positively to the matter, they also said that "blocking the electronic commerce line is not feasible".

At that time, the news showed that the cooperation between good Lok and BELLE was suspended.

But it can not be denied that BELLE's direct entry into e-commerce has more or less affected the relationship between e-commerce platform and manufacturers. If every shoe giant comes to do e-commerce, the channel is king, which is the main reason for the rapid development of e-commerce enterprises. But when the offline manufacturers and channel operators improve bargaining power, e-commerce enterprises will also encounter troubles.

The fight between Jingdong mall and Gome (micro-blog) is the same as that of book publishers.

However, it is obvious that the B2C website of the footwear industry under various contradictions has begun to consider the differentiation strategy, which has also provided a way for itself to expand its brand.

For a long time, Le Tao has launched a series of cooperation with basketball star Marbury and pop singer's revived personal brand shoes, and has authorized cooperation with angry birds, fruit ninjas and big mouth monkeys.

Just the day before yesterday, Le Tao again joined the REKLiM Internet fashion shoe and launched entertainment marketing with Hongkong's milk magazine.

A series of "well-known concepts rather than well-known shoe traders" cooperation has been characterized by "Tao Chao" series.

Although Le Tao CEO Bi Sheng (micro-blog) emphasizes that "Le Tao" is only a platform, it does not promote "Le Tao" brand shoes, but the outside world still defines the "Chao shoe" route as a special way of private brand: win the characteristic competition and the gross profit margin of these semi private brands is much larger than that of conventional commodities.

Bi Sheng often emphasizes product positioning. "In Le Tao, you can find other families will never have, but it is the shoes you want", and revealed that the second half of the year will be exclusive launch of more fashionable shoes.

He thinks that the location of Le Tao is to sell shoes only and continuously gain scale advantages in this field.

Chen Hu interpreted this advantage as that this year will impact sales of 600 million -7 billion yuan or even 1 billion yuan.

The intent to grab money is blatant.

The online shopping market is considered to be the third largest subdivision of clothing and 3C.

But in the past few years, it was very sharp, but the two sales were 200 million yuan and 140 million yuan last year. But this year, this area suddenly gained a lot of favours. Among them, Tencent invested 50 million dollars in good investment and Alibaba 15 million dollars in investment shoes.

Compared with these financial or strategic capital injection, BELLE, the shoe giant, has chosen to strike directly.

According to the announcement of excellent purchase network, its management team CEO was appointed by Zhang Xuejun, vice president of BELLE, while COO (chief operating officer) pulled the vice president of Zhang Xiaojun, CMO (chief media officer), vice president Xu Lei of the former Jingdong mall.

A set of "traditional shoes dealer + Internet" team match shows that BELLE attaches importance to the purchase of excellent products.

More importantly, there is also horrible capital support and resource support behind excellent purchase.

The investors are mainly BELLE and Baidu, involving 3 billion yuan, Baidu will also provide traffic resources, people familiar with the matter said.

However, the excellent purchase network emphasizes that as an independent location of B2C website, "excellent purchase online shoe city will start business cooperation with BELLE on the basis of normal business principles", but it also indicates the significance of BELLE injection, because BELLE has been very concerned about the development of e-commerce, it will be a good combination of traditional industries and the internet background.

Su Huiyan, an e-commerce analyst at ARI, said: "as a traditional footwear enterprise, BELLE international has a strong industrial chain control capability. It is estimated that gifted purchase may attract users through the sale of BELLE online for products only."

Capital and operators of various industries pour into footwear B2C, but how many people can this market accommodate? According to Chen Shou Shou, an international analyst at Analysys, the footwear B2C market is developing at a good pace, but the scale needs to be further improved to accommodate at least 2-3 listed companies.

From the development trend of mainstream websites, good Lok focuses on deep cooperation with big brands. Lok tau has begun to win over half of its own brand shoe traders. The superiority of BELLE's background in the purchase of women's shoes is obvious, and the trend of differentiated competition has emerged.