Yue Tao Creates A "&Nbsp" Culture, And BELLE Takes The Lead.

From the nation's first basketball star Marbury casual shoes, to cooperate with the most popular game dealers "fruit ninja" and "angry birds" to sell shoes, and then to the exclusive selling singer pop design star.

In July 18th, a new member of the Lok Chao shoe list was added, the REKLiM brand shoe, which is the crystallization of cooperation with the Hongkong Trend Magazine "Milk".

"Ten years with the Milk team, the two sides had a preliminary communication at the beginning of this year and finally reached an intention to cooperate.

Unlike many companies that invite celebrities to attract people's attention, the shoes sold on Le Tao are our best endorsements. For example, REKLiM brand shoes are the favorite products of Dicky Cheung and other Hong Kong and Taiwan stars.

CEO, Bi Sheng, said, "in Le Tao, you can find other families will never have, but it is the shoes you want."

This year, Le Tao began to create its own unique culture of the tide shoes, which is related to its consumer subjects: young white-collar workers in a second tier city, they are confident, like to highlight their individuality, and pay attention to the taste of the products themselves when choosing consumer goods.

Of course, Yue Tao's culture of tide shoes is also related to the increasingly fierce competition in the e-commerce market.

China's e-commerce research center believes that the biggest problem of B2C companies is the lack of brand awareness and the asymmetry between products and B2C platforms. Only a unique product and brand image can help them jump out of the Red Sea.

"The future Le Tao will continue to concentrate on selling shoes, and this market is enough.

In the second half of this year, Le Tao will exclusively introduce more fashionable tide shoes to attract consumers and promote sales with unique product characteristics while creating the culture of tide shoes.

Bi Sheng said, "at present, sales of Yue Tao Chao shoes account for more than 10%."

Tide shoes "foot in"

On the same day that the cooperation between Lok Tao and Milk magazine was announced, the online purchase of B2C shoes, which is not yet full moon, has been officially recognized by foreign investors. It has invested hundreds of millions of dollars, mainly from the shoe giant Belle International Holdings Ltd.

At the same time, the core management team of the excellent purchase network was also exposed for the first time. The website CEO was appointed by Zhang Xun Jun, the former vice president of BELLE international. COO was held by Zhang Xiaojun, vice president of the original Jingdong, and vice president of Jingdong mall, CMO.

Prior to BELLE's investment and operation of the B2C platform, the market value of nearly 140 billion yuan, as one of the largest retailers of sporting goods in China, Nike and Adidas in China's largest agent, at the same time acting Lining, Reebok, Kappa and other brands, in addition to Teenmix, TaTa, Staccato, cedar, and so on, and other private brands, was once the domestic footwear vertical B2C website Le Tao and good music to buy good suppliers.

But in front of BELLE is a piece of shoes vertical electronic commerce is not small cake.

It is estimated that domestic footwear B2C has a market share of more than 400 billion yuan, and only 2% to 3% has been developed.

The temptation of the electricity supplier has made it difficult for the shoe giant to settle down. BELLE has terminated its cooperation with Yue Tao and ho Le Hui.

Chen Hu, vice president of Le Tao network, told the China economic times, "BELLE's role has changed from last year's supplier to B2C platform operator.

Because all the goods of BELLE are put in a large warehouse, if B2C enterprises do not buy goods in their own warehouses, they must go to BELLE warehouse to pick up goods, but the shoes in their warehouses are often out of stock, resulting in an increase in complaints of Yue Tao users, while Le Tao is adhering to the principle of not buying goods. At the beginning of this year, Le Tao decided to terminate cooperation with BELLE's own brand.

At the same time, insiders told our reporter that BELLE had been very demanding about the B2C business of cooperation, such as requiring all users' data to be supplied to BELLE, so as to accumulate users for its development of B2C.

However, BELLE test water business is not necessarily smooth sailing.

As early as 3 years ago, BELLE international has built its own online shopping platform.

The performance of Tao Xiu is not outstanding.

BELLE International reported that its operating income reached HK $23 billion 706 million in 2010, an increase of 20% over the same period last year, but net sales revenue was only one hundred million yuan, accounting for 0.4% of total revenue.

Now, the resources that BELLE boosts the development of excellent shopping are still reflected in the advantages of the supply chain. At present, all the goods sold in the excellent purchase network come from BELLE's brand and agent brand.

Ari analyst Su Huiyan said: "although BELLE international has tasted the sweetness of e-commerce, we must do a good job of balancing online and offline."

For BELLE's new move, Bisheng did not feel too much threat.

"After the completion of 70 big brands and 150 small and medium brand product line layout, Le Tao is locking the" Chao brand "into third product lines. We will provide users with more choices, so there will be no serious impact.