Shoes And Clothing Enterprises: The Net That Is Forced To Be "Independent"

Some people say: "the electricity supplier is not good, lifelong in Amoy."

Taobao's "sequelae" of raising margin is a pain in the nerves of traditional shoes and clothing enterprises to develop e-commerce.

At the end of last month, the online shopping mall built by palls was just "full moon".

In the first half and a half months, Taobao's new rules to improve the entry threshold were launched in October 10th, which has strengthened the company's determination to build its own online shopping mall.

Reporters learned from the industry that such a way of thinking is not only a pat costumes, but some of them are attached to Taobao.

The forced "independence"

"E-commerce, if it is based on the online integrated platform such as Taobao mall and Jingdong, feels a bit like the traditional agent mode, and if you build a network mall, it is a direct business store.

Now is the pition from trusteeship to direct camp.

An industry personage described this.

Pall, as mentioned earlier

"Suddenly felt very unreliable, channels can not grasp in their hands."

Lu Lingli said that the policy changes made us a little unprepared.

"I am very worried about whether other policies will affect the enterprise network in the future.

Huang Dawei, who has been engaged in the electricity industry for many years, said that many businessmen were afraid at that time, but it was not as serious as other media had publiced. It was just a panic.

"Individual businesses do consider themselves doing B2C, but B2C is a systematic project, which involves too much data, drainage, capital, mode, management and so on. It can't be as simple as replicating the experience of relying on Taobao's public platform."

He said.

From the third party platform to the development of e-commerce, to self built online shopping mall, this development route is considered by the industry to adopt the "two leg walk" way, just like many foreign trade enterprises turn to open up the domestic market in the same year, the use of "walking on two legs" can avoid risks, but it also takes on greater pressure.

"Many businesses that do well in e-commerce are already walking on two legs."

Deputy general Su Jing of Fujian Zhengda Group Co., Ltd. said that in general, the channels of traditional enterprise network sales are based on two kinds of third party platforms, such as group buying or distribution.

"From the sales volume, the proportion of the former will be larger. The proportion of the direct battalion is about 30% - 40%."

She said.

Greater risk of equity

Su Jing believes that the event of raising the threshold of Taobao is undoubtedly a wake-up call for the development of e-commerce in Quanzhou's traditional shoes and clothing enterprises.

"How big is your dependence on Taobao?" she said. "The impact of traditional businesses may not be very large, but those brands that rely entirely on Taobao are very influential.

Now is the time to test whether there are 100% risks in e-commerce.

Most importantly, many enterprises have realized that they can't walk on one leg.

In the Taobao conflict incident, the nine herd kings and seven wolves were also attacked by their brand names.

According to Zhong Tao, director of the e-commerce center of seven wolves, in fact, the seven wolves became the target of attack between 21 and 22 in October 11th.

In the early morning of October 12th, seven wolf statistics showed that the malicious order reached 2 million yuan that night. Zhong Tao quickly summoned all customer service personnel to call these buyers and persuade them to unsubscribe.

"In fact, we also understand these small and medium-sized businesses, but such a way can not play a big role in the outcome of the matter, and their orders will be occupied by their funds."

In this way, the seven wolves ordered about 2000000 yuan to "persuade them to go back".

For the Taobao incident, Zhong Tao thought the test is the strength of the enterprise in e-commerce.

"Seven wolves have also been hit in the mall, but Taobao has taken measures to avoid the escalation of the conflict."

Zhong Tao said, "Taobao increases the entry threshold. In fact, it is like a physical store rented in a department store, and a shopping mall is going to raise the rent. As an enterprise, if you can't afford the rent, you can choose to leave and change places, but it will be too much for you to develop into a shopping mall.

Events evolved into

"Some time ago, because of the change of Taobao policy, some sellers were hurt.

But the survival of the fittest is suitable for any industry. Taobao mall must improve its capabilities in all aspects through the survival of the fittest. "

Huang Dawei said that after the Taobao incident, big businesses were actively preparing for the "double eleven". They could not complain and complain like small sellers.

"Now there is no strength of small and medium-sized sellers want to engage in B2C."

He said.

Self built projects are huge.

"Any panicked businessman is a relatively small seller on Taobao, not a platform problem."

Huang Dawei believes that B2C is not a simple project. If a public platform like Taobao fails to make a good store, if it does B2C, it will not know what the result will be.

"If the small and medium-sized sellers feel that they can not do it in Taobao, or because of the impact of profits and interests, they want to build their own platforms. This is not realistic.

Price is the core factor. "

He said.

For self built online shopping mall, Zhong Tao gave his own suggestions.

"I think the electricity supplier has three attributes, commodity, social and media.

On the third party's B2C platform, commodity is the most prominent. It is more like a convenience store. If consumers want to buy something, they will run directly to buy it. They will not go to headquarters to buy it. The other two attributes are weaker.

And the order of the three attributes of their online shopping mall is reversed. The official online shopping mall focuses on brand image publicity, word of mouth communication and further services for customers. As the product sales channel, the attribute is the weakest, not the product.

Zhong Tao introduced that the electronic commerce of the seven wolves was divided into two parts, and the official mall of the company did not take the development of new customers as the main purpose.

"We provide for old members and regular customers.

In Su Jing, it seems that the two or three line brand self built online shopping mall is not "Gai Tung Lou can go up."

"E-commerce and traditional industries are different after all.

Some enterprises think that the low input of e-commerce can easily be done. This is not the case at all.

You may have money, but technology, talent and system planning are scarce. "

She said that some companies have invested millions of dollars in B2C, but it is not a normal thing to sell a few products in a year.