Fujian Shoes And Clothing Industry Makes Every Effort To Build A Network Independent Brand.

Recently, the reporter learned that the footwear industry is planning to launch a new sub brand "ZK" in 2012. The difference is that this brand is only sold online, and is an independent e-commerce brand.

And think of a piece of children's shoes brand Yu speed.

It is understood that Yu speed will also launch a network sub brand named "U17" on the e-commerce platform at the end of the year. The original Yu speed brand is also only based on the line.

From passive to active

Since 2007, e-commerce has been like a tempting "cake". It has "lured" the traditional shoes and clothing enterprises to "touch the net". However, many shoe and clothing enterprises often built their own online shopping platforms relatively passively.

Before the Li Ning Co built its own online shopping platform, Taobao has already sold more than 700 products sold by Lining without authorization from Li Ning Co, with annual sales of about 100 million yuan.

If Li Ning Co does not do online shopping, the "online shopping" cake can only be eaten in vain.

The starting point of XTEP's own online shopping platform is also very practical.

Ding Shuibo, President of the company, admitted that XTEP's online shopping platform deals mainly with inventory products.

However, the starting point of selling inventory determines that the online shopping platform is very difficult to achieve, and how to balance the conflict of interests with the huge number of physical stores also perplexed the development of online shopping platform for shoes and clothing enterprises.

But no matter whether the traditional shoes and clothing enterprises are willing to, the network sale is a channel that must be developed.

So, how can we develop and operate to get the most benefits? In the eyes of the industry, it is undoubtedly a new and active attempt to launch the independent network sub brand by Bao DA and Yu speed. If it works properly, it will avoid the online shopping platform being reduced to the inventory clearing point, and also avoids the conflict with the original brand entity stores.

Avoid conflict online and offline

In fact, as long as the shoe makers in Quanzhou built a network independent sub brand, Quanzhou's men's wear brand had already tried.

At the end of November 2010, a new menswear brand named "2AM two o'clock in the morning" appeared in the e-commerce market. However, the "CABBEEN" logo on its online shopping platform attracted the attention of the industry. It is the sub brand launched by CABBEEN apparel specifically for the online shopping market.

"Mr. Yang Ziming," Mr. Yang Ziming said in an interview with the media, "e-commerce is a trend, but CABBEEN brand will not deliberately expand the online shopping market. The price of online shopping tends to be lower than that of physical stores, and it will have an impact on physical stores.

Therefore, we have chosen to start a new business and launch a brand new brand named "two o'clock in the morning" for the online shopping market.

In addition to maintaining the price system, Yang Ziming believes that the more important reason is that the consumer preferences of the two markets on line and offline are not the same.

"To launch a brand online shopping independently is to make this online shopping brand more focused on the study of online shopping crowd."

For the reason of launching the independent brand of the network, the relevant person in charge of the footwear industry also said: "we have done some e-commerce operation, and have tried to outsource the brand to other electric providers, but finally stopped, because online brand sales will grab the brand performance."

If the brand on line offline is independent, it avoids the "fight" inside the brand.

Facing the risk of brand remodeling

However, although the independent network brand has avoided the conflict to the original brand, but has also brought the new question.

"Online sales also have requirements for brand recognition. A well-known brand is more convenient to sell online and brand promotion. If you launch a new brand, you will undoubtedly spend a lot of energy rebuilding your brand image on the Internet."

Chen Binggao, vice president of Wan Tai Sheng (China) Co., Ltd.

Ding Canyang, chairman of Kasiron, is also conservative.

Ding Canyang said: "brand independent operation, R & D, production and sales will no doubt be re invested, if online sales can not reach a certain amount, it will only increase business risk."

"To avoid conflicts between brands online and offline, it is not necessarily through the brand dislocation that product mismatches and price mismatches can achieve their goals.

For example, we can start with the early stage of development, and launch the product of "network dedicated".

Wang Jianyuan, general manager of PEAK e-commerce division, proposed another solution.

"Enterprises can find a specialized e-commerce company to cooperate, shoes and clothing enterprises to brand and products, the other side of manpower, information, responsible for operation, revenue sharing."

Chen Binggao preferred the cooperation mode of "complementary advantages and shared interests".