The Domestic Shoe And Clothing Market Spawned A New E-Community Mode.

In recent years, the United States, France, Japan, Germany and other countries have increased their input in the information business channel, relying on their strong resources.

Especially with the rapid development and maturity of Internet technology, the new carrier with micro-blog as the main force has been booming rapidly.

E-community -- unique

The electronic community, as the name suggests, is a community based on the development of electronic networks. It is a virtual network channel that is superior to the physical community.

Specifically, compared to the real community, the members are equivalent to the residents of the community. The management is similar to the property of the community, but on the Internet platform, the interaction between members and management is relatively frequent.

In short, electronic community is the social shopping platform in life. It focuses on strengthening user communication in network marketing.

Especially with the continuous improvement of the network buyer's market judgement ability, the effect of many marketing methods can be reduced, and this kind of community marketing mode, which is spread through buyers' word of mouth, obviously plays a unique role.

For example, a pair of popular shoes with high user recommendation index is likely to be sold in a short time.

Admittedly, the recommendation index of community users often determines the purchase of the product directly.

E-community -- new relationship chain

With the rapid pace of urban evolution, the electronic community is just like the emergence of fast food, and the Internet culture catering to the new age is spreading.

This is just as Hanna Ahrendt said, "the significance of the electronic community is to provide the most fashionable and interactive platform for consumers."

It is true that a lot of information interaction among consumer groups, including the evaluation of enterprises, can often urge enterprises to change or re innovate, thereby promoting sustained and healthy sales of enterprise products.

In this regard, the industry also analyzed that the electronic community as a new form of e-commerce marketing, to create a good relationship chain in sales, usually more directly affect the sales profits of their products.

Obviously, for the enterprise, it can release the corresponding commodity information through official micro-blog as the medium, and stimulate the emotional nerves of consumers who have desire to purchase with the help of the latest media headlines hot news events, so that they can actively participate in sales activities, and then communicate with their friends in the relationship chain to expand the sales area of electronic community products.

Of course, in addition to this, enterprises must be clear to the mainstream consumer groups in the electronic community of the enterprise.

It is understood that there are basically two types of consumers advocating this kind of electronic social shopping: one is a high level group that pays more attention to brand consumption, and the other is an ordinary group focusing on bargain hunting.

In view of this, enterprises should take full account of the development of their own enterprises according to the data tracking on the network, so as to further determine the main sales groups that the electronic community marketing should face.

Shoe enterprises touch the net -- the concept of "mogujie.com"

The birth of electronic community has indeed changed the marketing mode of enterprise products, and has been recognized by more and more enterprises in the market.

For example, the social e-commerce websites represented by Taobao mall and mogujie.com have already established their own fans group, and have launched a series of marketing or public relations activities.

In particular, mogujie.com, a community sales model that only focuses on buyers and does not intersperse any advertising, has won many market visitors at that time and created a new market sales miracle.

From the point of view of marketing, this kind of electronic community management mode can not only satisfy consumers' experience needs more fully, but also help sellers reduce their product marketing costs and achieve win-win cooperation between businessmen and consumers.

Of course, in addition to such e-commerce enterprises, there are many industries have also aimed at this piece of market "big cake".

As a matter of fact, the shoe industry is a typical field.

In today's fierce competition in the shoe brand market, the entity management mode under the line has also suffered a certain impact, showing a trend of homogenization.

In order to expand the market share and conform to the new trend of e-business, many shoe enterprises have no intention to test the water network sales, such as micro-blog marketing of shoe companies, B2C sales of footwear brands, electronic marketing of shoes enterprises, etc.

However, because of the unique attributes of the shoe products, which require rapid updating of consumption, many businesses have chosen electronic community marketing.

Why? Because the advantages of e-community marketing are more prominent than the former two.

Micro-blog marketing pays attention to the wide dissemination of information. Joining the shoe B2C brand sales can achieve product sales, but the interactivity is not high. Electronic Community Marketing combines the advantages of these two, and undoubtedly becomes the preferred channel for shoes sales.

Sales profit -- objective limitations

According to miss Shishi, a senior shoe seller, Shishi, this year is the first year of the year round. Since the first half of this year, the rise of the electronic community of footwear is obvious.

First, it depends on the strong development of e-commerce. Secondly, because of the emergence and promotion of social networking media such as micro-blog, it objectively changes the way consumers purchase, and indirectly brings the rise of the footwear electronic community.

However, it is worth considering that the e-community marketing mode has many advantages, but there are also many objective limitations, which is a relative restriction of market development.

Because the profit of electronic community is also related to its main source.

For example, if the profit of shoe product is derived from capital earning, then there is obvious uncertainty in the channel of the shoe enterprise product, or it may not be suitable for electronic community marketing; otherwise, if the product profit comes from the consumer body, then the shoe enterprise's potential for electronic community is basically huge, which will more or less promote the continuous profit of the enterprise's products.

Therefore, considering these two points, when shoe enterprises consider whether to introduce electronic community marketing, the most important thing to pay attention to is the marketing business mode of shoe enterprises themselves, because this is often the key to the success of online marketing of shoe enterprises.

It is true that based on the above development status and limitations, many shoe industry businessmen also speculate privately when the electronic community can achieve a certain scale effect and then pform it into its commercial value.

Just now, the promotion of electronic community business model will change the pattern of the existing electricity supplier to a great extent. The future electricity supplier will show a more unexpected trend because of the emergence of electronic community.

Not to mention, from the Internet to micro-blog, from micro-blog to the electronic community, the shoe industry's network marketing mode is changing all the time.

Needless to say, the development mode of electronic community-based marketing is still at the initial stage of exploration, and has not formed a final fixed development mode.

Therefore, in this case, a lot of people in the country also conduct a series of field tracking and trend prediction, so as to provide timely reference to the most accurate first-line market research data.

Below, we take deep thinking and take some well-known domestic shoe enterprises as an example to analyze.

Sports shoes enterprise - alone

According to the latest media data, the electronic community retail sales of Chinese footwear enterprises will be broken by 100 million yuan in 2012.

This data means that China's electronic community marketing has great potential and vitality.

At the same time, it has also played a stimulant for many shoe companies that are still in the stage of watching.

Looking at the current domestic sports shoes brands such as Anta, Lining, XTEP, and 360 degrees, all of them have shown the trend of keeping up with the times in their footwear industry.

In particular, Lining, a national brand, is a successful marketing model for the industry.

It is reported that in recent years, Lining has frequently established corresponding sports communities with NetEase, Sina and other portals (Lining NetEase sports community, sina Lining sports community).

In addition, the CCTV Lining sports world and other virtual communities have been set up repeatedly and repeatedly with CCTV. By this way, we vigorously publicize Lining's shoes and shoes enterprises culture, encourage their brand friends to write their own trial experience and evaluation through various channels, so as to further get consumers' higher loyalty to Lining brand market.

This also laid the influence of Lining brand in the Internet community, and led the blowout sales of Lining products.

It is true that in the twenty-first Century Internet era, we are also looking forward to finding the best e-community marketing mode suitable for the development of China's shoe brand.