Footwear B2C Platform Operation Mode Development Short Board

Not long ago, Michael published an article entitled "all kinds of shoes B2C: four years of disputes and heroes". In the three aspects, such as platform positioning, supply chain and marketing mode, the status quo of China's vertical footwear B2C field was analyzed, and the strengths and weaknesses of each group were demonstrated.

Afterwards, many friends in the circle asked me if I could talk about the shortcomings of Chinese footwear B2C.

China's true sense of vertical

As early as the end of April this year, China's vertical footwear announced by Ai Rui net.

Good buy: short supply chain

Good Le buy, can be said to be China's current vertical footwear B2C enterprises operate a more successful one.

07 on-line, so far has successfully attracted venture capital capital of nearly 6 hundred million.

In 2010, good Lok sales reached 200 million, ranking the first in the vertical footwear B2C industry, and is at a stage of rapid development. Recently, good Lok has announced that it will officially IPO at the end of next year.

But from the SWOT analysis chart of footwear B2C, it is not hard to find that: good Lok in the process of introducing cooperative brands is relatively slow.

Good Lok is the first line of footwear B2C industry, but up to now, online

Le Tao net: short strategy

After entering the 2011, the operation strategy of Le Tao changed greatly, and he launched his own tide shoe culture, claiming that the proportion of tidal shoe sales accounted for 30% of the total amount in the year.

This strategy of operation seems to be worrying for Michael.

Why?

As a vertical B2C website, there are a lot of online brands. If we only enhance the sales of our own tide shoes at this time, we will be able to suppress the other brands on the line. It will be unfair and deviate from the vertical B2C mode of operation. On the other hand, the supply brands will easily stop cooperation and block the platform if we can not see the good prospects of the platform and brand co-existence and prosperity. This will be a disaster for the platform.

If it is not good enough to control the interests of its own brand and brand suppliers, it will be very unfavorable to the long-term development of the platform.

If fish and bear's paws can be shared, Le Tao must be cautious.

Shoe net: public relations short board

In October 2007, the shoe net was one of the first online B2C shoes to operate online, only behind the online shopping in August of the same year.

As of the end of March 2011, Holly bought three rounds of financing and nearly 600 million yuan.

And the A financing of the shoe net is still in progress.

The website that starts almost at the same time, from the content quality of website content and online cooperation brand, etc., the shoe net is no less inferior to Holle, because of its B2B birth background, plus the center of operation is located in Jinjiang, the Chinese sports shoes brand, its supply chain integration has more advantages than its competitors.

But on the other hand, there is a lack of a strong public figure in public relations.

Such as good music, Li Shubin, Le Tao, Bi Sheng, famous shoe library, Han Buyong, West Street, Guo Hongchi, etc.

Michael believes that this is a pity and a waste of resources.

To take the third place of the shoe industry B2C industry, we need to set up and create such a public figure. It can represent the shoe net and display the advantages and characteristics of the shoe net through the public charm of the individual. In turn, we can play an important role in publicizing and promoting the enterprises through the "well-known effects of public figures".

Name shoe Library: short board

Famous shoe store, the product positioning is mainly based on the brand over season or backlog, although the price has the advantage of discount, but the product lacks update, the sales period is short, the inventory products are easy to become two degree inventory, and the product supply chain has poor sustainability.

Judging from the list, the online products of the shoe store are only 1700, and the supply brand is only 40. From the side, we can see that its product positioning is relatively limited. If we do not expand it, the supply chain will break down, which will cause a fatal blow to the enterprise.

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Shoe net and cool sports; team short board.

Most of the time, businesses can only see that CEO is fighting, the website team is unstable, the structure is not perfect, and the comprehensive operation capability is not good. If the short board of the team can not be corrected and repaired in time, the shoe net will only rely on Tu Rong Biao.

You know, in twenty-first Century, not in the era of personal heroes, business success was more dependent on team strength, especially e-commerce.

Summary

There are not many contacts between West Street and Olympic Games.

All the short boards here are purely people's opinions, and they are not mean to be maligned. They only expect Chinese footwear B2C enterprises to get better and stronger and to fly abroad to the world as soon as possible.

At present, China's footwear B2C overall market is developing well, but the scale needs to be further improved, both inside and outside, to recognize the short board of the platform, to innovate and improve, to enhance the comprehensive operation strength of the platform, to become bigger and stronger, and to create more excellent Chinese e-commerce enterprises.