Wenzhou Shoe Enterprises Strive To Innovate &Nbsp, And Create A New Era Of Electricity Supplier.

Small commodities, big markets.

The people of Wenzhou once ran around the world under the name of "one million sales force" to let Wenzhou products enter thousands of households.

But in a new era, "how can you run and run across the Internet?" it seems that the Wenzhou businessmen have to sigh.

In November 11th, the largest e-commerce retail platform in China - Taobao mall's single day trading volume reached 3 billion 360 million yuan.

Taobao's total turnover in 2010 was about 400 billion yuan.

Over the same period,

At present, the cost of traditional marketing channels such as opening stores and large shopping malls is rising. How to make use of e-commerce to achieve the innovation of marketing means has become a traditional manufacturing enterprise in Wenzhou.

Warm business touches the net to naughty "treasure"

Open Taobao network and enter "AOKANG" in search column. You can search 87361 related treasures, divided into different materials, popular elements and other styles.

You can see the AOKANG official flagship store by clicking on several shoes in front of the page.

Several AOKANG shoes have reached more than 3000 records.

AOKANG now has an official flagship store on Taobao, Jingdong mall and other large e-commerce platforms.

Prior to this, AOKANG began to test the water self built e-commerce platform from 2008, but from the perspective of sales effectiveness, it is better to use the well-known e-commerce platform quickly.

The general manager of AOKANG shoe e-commerce Department told Wen Tao that as at the end of November, AOKANG had an increase of 20 to 30 times in network sales compared with the same period last year.

This "singles day" 3 days of network promotion activities, AOKANG completed more than 10 million yuan of sales, creating a new record of AOKANG network sales.

Besides AOKANG, some enterprises in Wenzhou have begun to taste the sweetness.

The brand AUXTUN of Yongjia Madu long Shoes Co., Ltd., a flagship store in Taobao mall, set the highest sales volume of 16000 pairs per day, with a turnover of about 2000000 yuan.

Wenzhou's largest B2C (business to customer) e-commerce shopping website "buy net", last year's retail sales of 427 million yuan, in the first 10 months of this year has exceeded 500 million yuan.

But in general, as a master of traditional marketing, Wen Shang seems to have fallen behind in the electronic business.

The current e-commerce sales of AOKANG shoes account for only about 1% of total sales.

This year, the Wenzhou Association of electronic commerce visited the shoemaking enterprises in our city with a sample survey.

The results show that the proportion of enterprises actually selling online is less than 10%.

Although this proportion will be slightly higher in the clothing industry, it can still be seen that e-commerce is still quite an unknown field for many Wenzhou enterprises.

Can industrial advantages continue?

At present, there are 3 main ways for Wenzhou enterprises to set foot in e-commerce. One is to open online stores on large e-commerce platforms, such as Taobao, Jingdong mall and other platforms; the two is self built platform, such as AOKANG, red dragonfly and other enterprises have their own e-commerce platform; three is to take the form of electronic business outsourcing, that is, to find Internet sales agency outsourcing network sales.

At present, Wenzhou enterprises mostly take the form of opening a large e-commerce platform.

Xiang Wentao said that AOKANG also has its own e-commerce platform, but it needs a long process from popularization to large people flow, and is still in the breeding stage.

Take an enterprise in Taobao open shop as an example, cost components are mainly annual fees, customer service team formation, advertising input, stock preparation and so on.

Among them, advertising investment is the main part, and it is a continuous investment, which makes it hard for some enterprises with insufficient financial strength to bear.

To Wen Tao, it is useless for you to set up outlets without launching advertisements, and no one is going to finish everything.

To Wen Tao, Wenzhou's e-commerce environment is very good. Wenzhou enterprises have the basic advantages of sales channels, manufacturing capabilities, brand accumulation, capital and marketing experience.

These are also the basis for developing e-commerce.

To put it plainly, the essence of E - commerce is business, but only by means of electronic means.

Therefore, if Wenzhou enterprises can apply traditional marketing experience to online electronic application and learn internet marketing rules, the effectiveness of starting will be very significant.

Cao Wangqiang, Secretary General of Wenzhou Electronic Commerce Association, also said that the next ten years of e-commerce is a traditional enterprise with strong manufacturing capability. It should be the era of e-commerce based on manufacturing capability.

Wenzhou's main products, such as shoes, clothing, pens, etc., are suitable for sale in the form of electronic commerce. This is a good foundation for developing e-commerce.

In fact, some e-commerce companies are working on this.

In August 8, 2011, the brand shoe city of the net was formally launched, launching about more than 40 brands of about 2000 shoes, of which "made in Wenzhou" accounted for the overwhelming majority.

At present, talents are one of the factors that restrict Wenzhou's development of e-commerce.

According to Wen Tao, only 20% of the employees in Jingdong mall were professionals in the Internet. This shows that e-commerce talents can be cultivated in practice.