CEO Of Footwear B2C Thinks That Online Shopping Is The General Trend.

In 2012, the electricity supplier environment seemed to be ice and fire. At the end of 2011, CEO, Liu Qiangdong, was also "firing". At the beginning of 2012, Jingdong mall CEO CEO also predicted that this year would be the year of bankruptcy of the e-commerce company. Then, in March, the 100 of the shoes and clothing suppliers were almost bankrupt, and everywhere they looked for buyers. Almost at the same time, the famous fashion discount network vip.com was accused of being "bleeding" in the US. In addition, the QQ mall announced that it would charge the platform fees, Juhuasuan would receive a commission, and there would be no large B2C free platform at home.

Online shopping is the development trend in the future. "Net" can not be woven. So how can traditional shoe companies throw away this mess and see clearly?

What are the advantages of vertical shoes?

* Tu Rong Tao Tao shoe net CEO

Online shopping is the trend of the times. As a relatively standardized product, the rate of online shopping is higher, and the rate of repeat purchase is higher.

In the face of many uneven businesses, buyers need to spend a lot of energy to identify. Therefore, they are more willing to choose a professional and targeted footwear platform to buy and consume. Doing business is a long-term consideration rather than speculation. The shoe platform is located on the precise platform, selling only genuine shoes, making use of the strong supply chain advantages, innovative and technical support on the team, and improving the service system with unified service standards, so as to enable consumers to get the best shopping experience. When consumers enter the shoe net, they do not need to distinguish between true and false, without worries. This is the advantage.

Wang Jiancong, President of shoe net

Footwear vertical B2C is more professional and scale. In terms of product operation, the division of labor is more clear. Generally, there are special person responsible for market analysis, sales planning and follow-up promotion brand building planning. Through diversified column activities, we can diversify distribution, and continuously improve service quality and upgrade user experience, so as to ensure the interests of all cooperation brands. The shoe net has been focusing its attention on shoes. The products cover 123 brands at home and abroad, which can satisfy users at all levels and at different levels of consumption. At the same time, through many years of operation, we have accumulated a wealth of footwear consumer groups, which can be guaranteed in brand credit, marketing promotion, website construction, logistics distribution and sales services, providing a broad market space for the brand, and expanding the knowledge and reputation with meticulous and thoughtful sales service, laying the foundation for brand building customer loyalty.

In addition, because of the focus, vertical electric providers can expand sales channels for cooperative brands through cooperation with the footwear media. For example, our cooperation with China shoe net can help us create online image and disseminate brand information by means of electronic, paper and other media.

Hou Junjie suning.com Marketing Manager

Vertical e-commerce website is mainly a better experience, and the commodity display style and the richness of category products are much better. But now the vertical electricity providers are gradually changing, good Lok began to sell clothes. When traffic reaches a certain level, in order to reduce risks, it will take a comprehensive route.

How does a brand and platform cooperate best?

Wang Jiancong, President of shoe net

The two sides uphold the concept of win-win cooperation and sell their sales volume together. The shoe net needs better brand cooperation. The brand electric shock can also choose the appropriate e-commerce platform according to the actual situation. The two sides should pay more attention to the overall strategy, logistics and distribution, customer service, team structure, marketing and other issues, pay attention to the details of each operation process, and really run the electricity supplier smoothly.

* Tu Rong Tao Tao shoe net CEO

The electricity supplier is a new channel and a new market, so the consciousness of the owner is very important. Many enterprises still stay in a Taobao shop, that is, the electricity supplier, selling a pair of shoes is an electricity supplier, or even a big price war, fleeing goods.

The price war on the Internet seriously deviates from the business rules and essence, and is very destructive to brand growth. Therefore, branding should return to the essence and focus on fine operation under the guidance of profit oriented. Fortunately, with the gradual understanding of the brand trend of the electricity supplier, only the electricity supplier as the inventory clearing channel has changed.

As a vertical e-commerce platform for footwear, Tao shoes net is more cautious in seeking cooperation with brands. Without win-win, there is no need for cooperation. Therefore, everyone should stand on the common philosophy and win win as a goal, so as to maintain a long-term cooperative relationship and carry out deep cooperation. For consumers, they can also create a more optimized online shopping environment and experience for them.

How to solve the current problems?

Wang Jiancong, President of shoe net

E-commerce is a major trend. How to let consumers truly recognize you in the fierce competition, and produce repeat purchase, as well as the control of logistics cost, the introduction and cultivation of professional and technical personnel, are all issues we need to think about.

To build a strong supply chain, we will build up a powerful supply chain to provide customers with the most valuable goods and services. At present, the shoe net has successfully obtained the investment of two international investment funds of Haina Asia venture capital and Goldman Sachs Group, and has completed the first round of financing of tens of millions of dollars.

In the future, we will not consider investing heavily in advertising, but also tend to consolidate platforms and create brands. We will focus on the improvement of customer service experience, and strengthen the three aspects of Construction: including upgrading the visibility of the platform, setting up the sub warehouse and speeding up the upgrading of the software and hardware technology of the platform. We will stick to the precise marketing route, and the first round of US $12 million financing will be used to improve user experience.

* Tu Rong Tao Tao shoe net CEO

The wider the product category, the more opportunities it can bring to consumers. The shoe net not only attaches importance to the breadth of products, but also meets the needs of consumers of all ages. It also considers the issue of sustainable development in deep cooperation with brands. For the price war between online and offline products, Tao shoes net starts from product quality, achieves differentiation and advocates competition value. For example, XTEP's joint development and design of the "step by step heart" Han Geng special wave shoes, is the two sides work together to create a new mode of B2C e-commerce marketing cooperation, and strive for greater brand effect.

The popularity of a platform is also the key to the sustainable development of the platform. Consumers prefer the well-known online shopping platform, so the shoe net insists on building a platform that allows consumers to trust and buy at ease, and continuously enhance the popularity of the platform. To this end, we need to constantly strengthen the construction of talent echelon, and strengthen the internal management of processes, warehouses and systems.

The electricity supplier has broad prospects and huge capacity. In 2012, more traditional businesses will be involved. Whether the brand chooses the third party platform or the self built e-commerce platform is feasible. But for a single brand, the choice of self built is relatively difficult and the marketing cost is high. With the help of the third party platform, whether it is professional technology, talent, management and so on, there are twice the result of half the effort.

The shoe net insists on its vertical positioning, which may lead to consumer demand and supply chain, which will affect brand dealers in the future. I hope not only to become a major platform for consumers to buy shoes, but also a platform for information sharing and discussion.

He Fei, deputy general manager of shoe net electric shoes business.

At present, online shopping consumers are not very loyal, and cheap is still the majority. If we want to catch up with consumers, the platform needs strong financial support, and requires us to put profits first, and adopt a more robust and pragmatic mode of operation. At the earliest, we positioned ourselves as the online shoe city of Wenzhou. But last year, we had a relatively cheap snowshoe which sold thousands of pairs in a few days, and brought us a new inspiration -- stock shoe sales platform. We eat at a low price, lean profits and win by quantity. At the same time, improving service experience, such as 15 days free return, can not only satisfy customers' psychological demands, but also solve their worries.

On the whole, the electricity supplier of footwear is more normal than 3C, and the profit can be made. Many VCs invest in footwear business, mainly to see that the loss of the electricity supplier comes from the promotion, and the profit is actually in the normal range. Any business is based on profit, and the future electricity supplier will also go to the normal business logic, that is, making money, and will not lose money like this. Of course, more emphasis will be placed on service experience.

Hou Junjie suning.com Marketing Manager

Our platform was only launched in 2009, so there is still a lack of experience. At present, we are making efforts in three aspects: one is page experience, the other is continuous improvement in system development; the two is to expand category and brand; after all, the essence of retailing is still commodity; three, marketing is not enough for a website to survive. According to the group planning, our online sales scale will be equal to the physical stores in the future. For us, the money is no problem, but it leaves us too little time.