B2C Large Shoe Industry Websites Compete For &Nbsp; Staged Battle.

August 16th, "buy 300 to send 100", "the audience as low as 70 percent off", these major shopping malls common promotional language is now everywhere in the shoe industry website can also be seen everywhere.

Recently,

According to the Information Industry Association of China, footwear has become the third largest subdivision of vertical B2C sales after clothing and 3C appliances.

Data show that in 2010, the sales of good Lok reached 200 million yuan, while the sales of Yue Tao net was about 100 million yuan, while the sales of BELLE International's Tao Xiu network last year also amounted to 100 million yuan.

Last month, the shoe giant BELLE invested nearly 3 billion yuan in capital purchase online shoe city, which is the largest investment in the footwear e-business industry in China, because of its optimistic B2C market.

Prior to this, good Lok bought a total of about $87 million after three rounds of financing, and Yue Tao also experienced two financing, and the latest financing was 200 million yuan.

However, the industry pointed out that although the online shoe market is huge, the domestic footwear B2C market only began to take shape in 2010.

At present, several online shoe cities, such as Holle, Le Tao, famous shoe store and excellent purchase network, have already had a certain scale. However, the market structure of the whole footwear B2C is not clear yet, basically it is still in a situation of hegemony.

In order to seize the market opportunities and gain the largest market share, the major online shoe cities have recently stepped up promotional efforts and promoted various after-sales services.

On the first day of online operation in July 15th, the online shopping mall launched a half month full sales campaign of "300 full packages, 100 minus 100," and recently launched 70 percent off to the end of the summer sale.

In the same period, good Lok also launched the "50 percent off Cap promotion", covering more than 6000 styles, a total of about 300000 pairs of shoes.

Le Tao recently launched a series of activities such as "buy 300 minus 100" and "9 yuan kill tens of thousands of commodities".

"Shoes are uncomfortable, only feet know."

Although all the online shoe city promotions are in full swing, there are still quite a few consumers who are worried about buying shoes online.

Miss Cheng, who works in the Science Park, is an online shopper, but she never buys shoes on the Internet. "The size of different brands of shoes is always different. Some shoes look good, but they wear their feet, so they don't need to buy shoes in the mall.

In order to eliminate consumer concerns, major online shoe cities have launched a free package replacement service.

And BELLE online shoe city has recently reached a strategic cooperation with BELLE. BELLE has opened more than 10000 physical stores to do after-sale maintenance for consumers who purchase BELLE shoes in the online shopping mall.

Analysts pointed out that the purchase of online shoe city BELLE jointly launched the online shoe purchase line maintenance, the industry is the first to better protect consumer rights and become a powerful counterweight to other B2C competition.

Large online shoe city sales of brand shoes are undoubtedly attractive in price, but the possibility of finding new shoes for the season is very small.

Reporters yesterday visited BELLE, Teenmix and other special counters, sales staff said that Taobao and other online shoe stores are usually sold last year or over the old season, the new shop can not sell on the Internet.

As for the official website, such as Tao Xiu, excellent purchase, etc., there are generally specialized "network dedicated contributions", and the style of the shop can not be exactly the same.

In fact, with the rapid development of e-commerce in China, more and more traditional enterprises are rushing to touch the Internet.

But when the company goes online, it will usually face the problem of "left and right hand beating".

If the price on line is the same, it is not competitive on the Internet; if the price on the Internet is below the line, it will affect the sales under the line.

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The director of the online shopping mall of excellent purchase told reporters yesterday that the products sold by the online shopping mall were not directly moving the goods from the line to the line. 30% of the products were based on the needs of the network customers, combining the popular elements of the Internet consumers with the "hot selling" styles under the line, and by modifying the appearance design, they were designed separately for the online design.

But at the same time, the online shopping mall also maintained 70% of the products and the same line, so as to form a good mix of products.

Insiders told reporters that for brands, the future development must be parallel online and offline channels.

In order to avoid the conflict with offline business, most of the online shoe city products are "network marketing", which will be different from offline stores.

Su Huiyan, an analyst with AI, also said that traditional enterprises should vigorously develop B2C business. They must solve the problem of product differentiation, avoid conflicts between online and offline channels, and introduce products for the Internet, especially for the brand.