How Does The Traditional Footwear Industry Get Out Of The Dilemma Of "Marriage" With The Electricity Supplier?

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Platform: select a platform that matches brand positioning

Reporter: in your opinion, what kind of e-commerce platform should the traditional footwear industry choose?

Zhou Shaoxiong: the traditional channels of shoes and clothes, from the earliest department stores to the popular stores in the back, and then to the big Shang Chao, may be clear to each type of products that suit the price.

However, we will be more ignorant when we put it on e-commerce.

This is related to the unclear positioning of the current e-commerce platform.

At present, the electronic business platform is still mixed. Some platforms may want to be high-end. Some may want to make a big department store and put everything in.

Each electronic commerce platform is still trying, the whole industry has not yet been integrated successfully, and there is no strict separation of the three or six grades. For the traditional shoe and clothing industry, the key is to recognize which platform is exactly the traditional channel.

For the seven wolves, we regard the electronic business platform as a supplement to traditional channels.

In the electronic business platform, we also strictly divide the price stores and discount stores, and choose different forms according to different platforms.

Ding Shuibo: as early as we are

About pricing: reducing brand damage with promotions

Reporter: until now, the price factor is still the most important factor affecting consumers' online shopping.

Because of this, many electronic business platforms have regulations, and must enter a few fold to enter platform products.

Will this way damage the brand image? Is there any other way to replace it?

Li Guoqing: the price of the Internet itself is very pparent. Other platforms sell 100 yuan products, it is impossible to sell a platform for another 130 yuan and others want it.

In this case, we can choose another way: promotion, promotion to avoid the disadvantages of low discount and low pricing, thereby reducing the damage to the brand.

This is a form that Dangdang has always used.

Of course, in some people's view, the essence of promotion is price war.

However, this price war will be less harmful to the brand than the discount and desperately low price, and even bring more loyal customers to the brand.

Zhou Shaoxiong: take clothing as an example, sell

In my opinion, the Internet can not only sell tail goods, but also sell new products.

Although the sale of the shop is a little lower now.

But I think this customer group should be cultivated slowly. In the future, they will know that the latest product is basically the same as buying online and buying online.

About Amoy brand: to be an entity should cross management.

Reporter: with the rise of the electricity supplier, many Amoy brands also became famous, such as Mr ing, began to operate counters in Guangdong and other places, and entered the entity operation stage.

What do you think of the Amoy brand?

Zhou Shaoxiong: in my view, because of the different growth channels, the brand of the Amoy brand and traditional shoes and clothing brands will be different in brand characteristics.

Amoy brand is pursuing more rapid products, so long as goods can keep up with and profitable, they can be pushed online.

Compared with traditional brands, the brand will be more concise.

As for traditional brands, there are more things to consider, such as product display, window layout, shopping guide training and so on.

Amoy brands go to the bottom line. I think we need to solve the management problems first.

After all, compared with online operation, the management dimension of traditional brands is much more.

Of course, whether it is Amoy brand or traditional brand, in order to get the ultimate success, it is most important to understand the needs of consumers.