China Footwear B2C Industry Market Competition Smoky

Recently, the domestic footwear B2C industry is surging. In May, good Lok announced the completion of the third round of $50 million financing, causing a clamour in the industry. In June, Le Tao won the investment of ten million dollars in Tak Tong capital and Tiger Fund. Then, the record was easily broken by excellent purchase. BELLE group announced that it would inject $200 million into the excellent purchase network in the next 3 to 5 years, which is higher than the total financing of all other footwear B2C websites. Besides, the first round of financing for many websites such as shoe net and cover net is also in progress. Lining , BELLE And other traditional retail businesses have been testing e-commerce in water, plus Jingdong mall and Amazon's involvement in China's footwear B2C market The competition is full of smoke.

However, according to industry analysis, the competition pattern of footwear e-commerce market is still not clear. According to AI data, the total sales of footwear in China last year exceeded 400 billion yuan, including Taobao, which accounted for less than 5% of online footwear retail sales, while none of the domestic footwear B2C companies had annual sales of over 200 million yuan. Compared with foreign countries, the marketing of domestic footwear B2C is still only in the stage of burning money to smash advertising and horse racing, but it has become the most popular market after book, mother and baby, and 3C.

　 Global benchmark Zappos

If China's electricity providers want to develop in the footwear B2C market, they have to learn Zappos. Zappos, the world's largest footwear sales B2C website, has spread the idea to China's e-commerce market, which is still restless and ignorant: buying and selling on the Internet is not necessarily a win at a low price, but a winning shopping experience can create sales and profits.

Zappos is well known for its excellent service and high customer experience. When other businesses are throwing money into advertising, Zappos applies the funds that should be invested in advertising to improve customer service and experience, and in turn, let customers' reputation be Zappos. Zappos's famous 365 day return policy, self built hundreds of call centers, a large number of cost and customer service standards, and even the online retail giant Amazon can not imitate and surpass.

If customer focus has accumulated a large customer base for Zappos, personalized recommendation is another magic weapon to enhance the shopping experience. In order to provide customers with the best service and shopping experience, Zappos has chosen to cooperate with the personalized recommendation technology team ChoiceStream to provide accurate product recommendation to consumers. On its website, consumers can not only know what commodities they have visited, or which types of products they have purchased in the past, but also decide whether to purchase according to the products recommended by the website and other consumers' evaluation of the products.

Personalized recommendation technology service is a set of personalized recommendation system tailored to customers based on website browsing and buying behavior. Through analyzing the data of the whole network consumer behavior, we can find the customer's online shopping behavior preferences, and then calculate the merchandise from the website's corresponding preferences, and make accurate product recommendation to the customers.

The precision marketing based on personalized recommendation can greatly improve the conversion rate of e-business website traffic, the unit price of customers, enhance the customer's return rate and extend the customer life cycle, thus enhancing the core competitiveness of e-commerce enterprises. After starting product recommendation service, Zappos's sales have increased by about 3%. At the same time, they also noticed that customers would enhance their interaction with the website, and the number of page views per visit would increase by about 20%. {page_break}

　 Zappos's inspiration to China's footwear B2C

The user experience gets the world. This is a revelation from Zappos to the B2C of the domestic shoe industry. To completely replicate the Zappos model in China is not realistic. The domestic logistics system, the cost of replacement, and the consumption concept are all short boards. Perhaps, like Zappos, cooperation with personalized recommendation service providers will be a shortcut.

In the white hot competition situation of domestic electricity suppliers in the price war, we must pay attention to experience when we want to improve the internal strength of enterprises. We should raise the retention of old customers to a high level, based on personalization, plus the understanding of user behavior preferences, and do marketing with the method of improving user experience.

It is observed that domestic shoe industry B2C is striving for this direction. At present, Lining online shopping mall, famous shoe store, and shoe net have launched cooperation with the largest personalized recommendation technology service provider in China in terms of personalized commodity recommendation.

The personalized recommendation technology is the personalized shopping guide for online consumers, such as offline shopping guide. By analyzing the user's past web browsing behavior and analyzing the group with similar browsing behavior in the backstage large database, the website using the recommendation technology can automatically provide personalized recommendation list for each specific user. That is to say, every user sees on the website a unique product page that matches his / her preference, thus bringing him a precise and intimate shopping experience.