2012 Wenzhou Shoe Clothing Enterprise Touches The Net Investigation Investigation And Analysis

Coincidentally, the shoe industry "Jie Hao shoes" and "men's business" "Taobao" has been opened this year. Shop 。

According to statistics, Wenzhou is directly in existence. TaoBao There are more than 100 factories on the shop. With the increasing enthusiasm of consumers online shopping, online shop is no longer the way for individual businesses to start their own businesses. Directly opening stores in Taobao has become a new way for Wenzhou enterprises to expand their market. Opening an online shop is like entering 400 stores. According to Taobao statistics, Taobao has entered more than 4500 brands, and clothing, shoes and other enterprises are stationed in Taobao. Market The total number has exceeded 100.

"In December 2008, the number of members of Taobao reached 98 million, creating a transaction volume of 99 billion 960 million yuan. The amount of these transactions is equivalent to the total consumption of 400 WAL-MART stores, that is to say, entering Taobao network is equivalent to the store being opened into 400 stores at a time. This advantage is no matter which good performance shop is unmatched, so we are trying to open a shop on the net. Ma Xian Jin, the marketing manager of Jie Hao shoe industry, revealed.

"The over season products in inventory are promoted very well in our online stores through a low discount method. Online shops have become a way for manufacturers to digest inventory." European head of the Clothing Co., Ltd., responsible person said this summer. A number of manufacturers have made use of Taobao's new channel to break through the bottleneck of the existing sales channels. People in Wenzhou's costumes said that they were originally exporting garment enterprises. They wanted to make the domestic market in recent years. Although they tried to open stores in Zhengzhou and Shanghai, the traditional outlets and franchisees faced many problems such as location, management and so on, which failed to quickly open the national market. Now they opened their stores on the Internet and opened the national market with the help of the tentacles of the Internet. The performance of the store is pretty good. As the first flagship store to cooperate with Taobao, the focus of the products on the "kvad to hi" shop is on the pants products. The monthly sales volume is more than 10 yuan, and the sales volume reaches more than 600 pens. In the short term, it quickly reaches the credit level of Taobao diamond sellers.

In addition, with the improvement of credit level and the development of network marketing activities, monthly sales will definitely increase rapidly. More importantly, the development of this kind of online sales channel will become the only way for all manufacturers in the future.

According to the people of Wenzhou's dream clothing, Taobao shop opened its Rosary flagship store last year. There are about 1800 shop trips per day, although its performance is almost the same as that of the real store. However, the huge volume of browsing and the low cost make him very optimistic about the prospects of online stores.

At present, "Jie Hao shoes" and "chi fan to Xi" have explored their own online store business mode. The price of Taobao shop is the same as that of a physical store. However, online shopping will give gifts such as shoes and belts, and bear freight and free refund service. The price of "Jie Hao shoes" online shop is currently enjoying a 7.6 discount, which will be different from that of the physical store, with more styles than the physical stores. In view of the fact that online shopping is more frequent among young people, the styles of shoes are usually more fashionable and the unit price is also lower. Online shop opening is very low-key according to the introduction, at present, Wenzhou more than 100 enterprises that open Taobao shop, basically set up a special network management department. The network management department is composed of a store manager, a shopping guide, a customer service and so on. In addition, there are also special shooting and photo production personnel. The staff of the network management department can work at home half of the working time.

Compared with the big opening of every brand entity store, the opening of online shops is very low-key. Reporters in the interview, many manufacturers are online shop is still in the trial stage, do not want to be too high-profile grounds for refusing to interview. The marketing manager of a famous lighters manufacturer in our city said helplessly: "we can say that we love and hate online shops. We started preparing for Taobao outlets at the beginning of last year, but the plan has been resisted by many dealers and has been stranded indefinitely." "Manufacturers have to deal with different distributors and agents everywhere. They want to eat the cake on the internet shop, but they do not want the traditional entity store to be affected." An unnamed chief executive of the cleaning bath company confided in his voice, "there are too many businesses on Taobao's Internet, and the price is a bit chaotic, which makes it difficult for us to control, so we have been hesitant to open it." Although some manufacturers have various concerns, the number of Taobao online stores is being rewritten every day.

It is understood that more than 100 manufacturers in Wenzhou directly open shop on Taobao, and acquire and integrate different resources through the Internet, such as opening the network through Taobao's strong traffic volume and developing e-commerce. This is not only a way to deal with the current global financial crisis, but also a breakthrough of enterprise marketing strategy. These enterprises have their own market, channel, logistics and other advantages, many of their traditional marketing, promotion, publicity, channels and other methods can be applied to Taobao's operation, forming the best mode of operation of the network, such as traditional physical stores and online stores. This mode can achieve good results through dual operation of offline physical stores and online online stores. With physical stores as backing, online stores as another sales channel, the source of goods can be unified into channels, the cost of bulk purchase is low, and there is a competitive advantage. Adequate supply of goods, all shop products are available, delivery is timely, product management is convenient, and physical stores and online stores can receive more feedback from each other, and online and offline transactions can be made. In the same area, you can see the goods first and then trade on the Internet price.

It is hoped that in the near future, more and more shoe and clothing enterprises will not only open their shop to Taobao, but also extend their application scope to B2B transaction mode through other websites, such as Alibaba website and other websites.