Footwear B2C E-Commerce Business Has Been In Dispute For Four Years.

Real footwear B2C in China

The shoe net relies on China shoes net to officially launch the field of footwear B2C in 07 years.

Footwear online shopping is the third major subdivision area after clothing and home appliances.

According to statistics of AI, statistics show that in 2010, more than 80 million users of footwear online shoppers expect that the e-commerce retail sales of Chinese footwear enterprises will reach 160 billion yuan in 2015. With the popularity of Internet and the deepening of online shopping concept, footwear e-commerce will encounter the best turning point in history.

People in the industry have boldly predicted that the four year dispute pattern of footwear B2C is expected to be broken in 2011. Who can take the lead in achieving 1 billion sales? Who is the industry's bigwigs?

In the past 2010, the sales of vertical footwear B2C enterprises reached four, which were as good as Lok, Le Tao, shoe net and shoe store. In 2011, the development of footwear B2C was obviously accelerated, and the competition in the industry became increasingly fierce. BELLE international joined Baidu to build up the best purchase network of Baidu, which was launched in July 1st. The existing pattern of footwear B2C is bound to form a strong impact or challenge.

The author combines shoe B2C for more than four years to track and investigate the situation, try to interpret the electricity supplier dispute from three aspects, such as platform positioning, marketing mode and supply chain. The following personal views are for reference only.

From the positioning of the platform

Hao le and Le Tao are following the Zappos operation mode of the US, positioning shoes online vertical shopping mall. The commodity structure is dominated by domestic and international first-line brands, which are high-end positioning, high price of single products, and white-collar workers in the consumer groups.

The shoe net is positioned in the mass consumption market, and the commodity structure is dominated by a second tier brand in China.

The brand is many and all, from the website display net product, the product price is around 150 yuan, should be suitable for the low and middle end consumer demand.

Personal comments: good Lok and Le Tao adopt high end route, high unit price and strong purchasing power, but from the marketing level, because the high-end users have a wide range of occupational groups, the accuracy of advertising is high and the conversion rate may be slightly lower.

And the shoe net is the opposite of it, positioning civilian consumption, the audience should be relatively concentrated, mainly based on student groups, from the marketing level to see, the advertising direction to control accuracy, and members will have greater room for growth in the future.

From the supply chain perspective

From the supply channel, good buy and music do not have the channel advantage. Now the first hand resources of the international line brand are in the hands of the competitors, which is undoubtedly very dangerous.

The author notes that Le Tao has already begun to solve this problem, and has launched a series of new brands, and its market growth space needs time to be verified.

These two operations are headquartered in Beijing, far away from the brand shoe production base, and the distance on the space will inevitably lead to the purchase of shoes, logistics and warehousing, and then the sale and replacement of goods, resulting in a lot of time and cost. The shoe net is adjacent to the business center belt of China's shoe industry chain, which is very developed. Jinjiang, according to the author's understanding, such as Anta, XTEP, Hongxing Erke, PEAK, Jordan, 31st degree, del Hui and so on, the more than 2000 shoes and clothing brands are here, known as "China Shoes Capital", no doubt from the channel, the shoemaking network has more advantages.

In terms of warehousing and logistics, good Lok and Le Tao have built parallel warehouses in Beijing and Liaoning.

However, the author believes that if we go too far to build parallel warehouses, we will inevitably affect the occupation of funds. This year, about 80% of the financing of good Lok is used to purchase and build logistics, and the funds actually used for brand promotion will be greatly reduced, thus affecting the speed of development.

The shoe net is mainly driven by the replacement mode. Through the IT system, there is no gap between the brand and the warehouse. The goods are shipped uniformly by the supplier. In such a large scale area of the footwear industry chain, it is very convenient and saves the cost of procurement.

People comment: compared with spending hundreds of millions of dollars to build warehouses, the strategy of "big warehouse" is worth recommending.

The author believes that under the premise of capital operation of the footwear B2C enterprises, we must not burn the money to build a warehouse. The shoe B2C currently has the most capital raising of only $about 80000000. If too much emphasis is placed on the preoccupation of warehousing outlets and the consumption of most internal forces, the development of enterprises will be dragged down.

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From the perspective of marketing mode

Good Lok mainly relies on "hard" advertising, relying on bombardment style marketing methods, and has achieved good results. Its marketing results need to rely on huge advertising costs to maintain; while in the early stage of Le Tao, public relations + activity marketing mode has been adopted, which has made a good development.

In 2011, online advertising was launched on a large scale, and large scale group buying activities were carried out with capital advantage, almost without cost. The sale mode of large coupons was used to attract orders. However, it is expected that if these members did not produce two or even three or four purchases, it would basically be a drop in the bucket.

The shoe net is relatively low-key, good at SEO optimization and word of mouth marketing, and is recognized as the master of footwear B2C industry optimization. The flow rate of platform 60% is through the search engine, and the average daily import of IP exceeds 100 thousand. In addition, the affiliate marketing initiated by word of mouth marketing, the two marketing and so on, greatly promote the steady growth of platform traffic; plus the application of micro-blog's innovative marketing, the promotion of the alliance channel of CPS, the more attention to the marketing mode of zero cost input, but the author believes that because the competitors are growing at a high speed, even if the annual growth rate of the shoe net is growing, it will also fall into the disadvantage and be eliminated by the market.

Personal comments: Recently, a senior executive on micro-blog shoes said, "the cold winter of the electricity supplier may arrive ahead of schedule. This is not a bad thing for us, because this bubble component is shattered sooner and is more conducive to the company that has done a lot of basic work. We believe that the market is left with a core competitiveness of the company.

There are many fish in troubled waters, and the market is broken by them.

The author believes that e-commerce is no longer a simple e-plus business mode. The real e-business needs capital plus. Even though a lot of preparatory work has been done, the shoe net needs the power of capital to get faster development.

Even if we do more basic work, we will be eliminated when our competitors are developing rapidly.

The above analysis is just the current situation of the top three brands of footwear B2C. Of course, there are also some rising stars in footwear B2C, such as shoes library, excellent purchase network, etc.

Famous shoe store, too many rely on activities public relations marketing mode, through activities, industry forum summit to enhance their image, so as to achieve the purpose of marketing promotion.

Although it is also known as selling over 100 million in 2010, the author believes that the shoe store is too dependent on Taobao's support, and its product positioning is mainly based on the over season merchandise or overstocked goods. Although the price has advantages, the market is not big enough, and the products are not updated. The inventory products are easy to become two stocks again.

But the recent news that it has received 100 million of Ali's injection, the shoe store with Taobao became a family, it also solved the problem of Yu Taobao.

Let's talk about the excellent purchase network. BELLE claims 2 billion, plus the cable channel. The more important thing is to have many international brands in China. So the news is released, it has a huge impact on the good seller, Le Tao and other international first line products.

After the official launch of BELLE, BELLE began to block its channels and suspend the licensing of its own brands such as STACCATO and BELLE shoes.

But it is worth noting that before BELLE also has its own B2C platform - Tao Xiu net, but the operation results are not ideal, while Baidu is a few tipping into e-commerce, but almost every time is a failure.

So for Baidu and BELLE this joint, the industry is not very optimistic.

The competition mechanism is the law of market development. The shoe online shopping field can not be evade. Some people stand up, which means that someone will fall down, the survival of the fittest, the law of natural survival is also applicable.

Remember, Mr. Ma Yun, Alibaba, talked about the Internet venture, saying that the Internet is a 3000 metre long run that affects human life in the next 30 years. You have to run as fast as a rabbit and run like a turtle.

This is true. Footwear B2C has been running fast for four years. Many enterprises have been dragged out and pushed at a high speed, which means huge capital investment.

I guess, at present, no shoe B2C is profitable.

So, when can we make a profit, whether we can wait until that day, is really unknown. There are insiders who say that the competition between electric providers is not who wants to defeat, but who is better than the endurance, who lives longer, who falls first, and the last remaining is the winner.

Four years of disputes, footwear B2C, is a group of heroes and faces, and there are only two ways to go, either to co-exist or to thrive, or to thrive.

Where to go is not what someone says, it needs everyone's joint control to jointly develop China's footwear B2C and finally go abroad. That's the most important thing.