The Development Of E-Commerce In Quanzhou Is Fast, And The Traditional Pattern Has Been Changed.

With the change of marketing concept and shopping mode, Quanzhou's e-commerce industry has entered a fast track. Recently, as the largest production base of shoes and clothing in China, Quanzhou and Hangzhou, Guangzhou and Chengdu have become the four major industrial bases of e-commerce in China. The rapid growth of e-commerce market attracts more and more traditional enterprises to join. The rapid rise of network sub brands and brand names has also changed quietly. Traditional business Competition pattern.

Transformation of foreign trade enterprises

During this period, Mr. Guo, who runs a foreign shoe business in Taiwan investment zone, has been strengthening contacts with e-commerce platforms such as Taobao and Jingdong mall, and plans to expand the sales of his brand "iron leopard" on the Internet. "The overall foreign trade market is not optimistic. The cost of making brands under the line is too high. The use of e-commerce platform to expand sales volume and brand building has become a common practice in the transformation of foreign trade enterprises." Mr. Guo said.

In fact, the transformation of e-commerce brand from foreign trade enterprises has been a successful case. In 2008, when the foreign trade market was hit by the financial crisis, Wu Shihui, the head of the company, tried to run the offline store, and decided to take the traditional channel to make the brand, but it did not succeed. In the end, he took a fancy to the electronic business platform and built himself into an Amoy brand by entering Taobao. In 2011, the sales of his men's clothing brand, the brand, had exceeded 200 million yuan and became the top three of Taobao menswear brand. It is understood that, compared to the original foreign trade 10% - 20% gross margin, after the transformation of the brand to do business, the company gained more than 30% gross margin.

Similarly, Shishi, a brand name man who has annual sales of over 1 hundred million, is also a case of successful transformation. In the second half of 2010, Kell made garments on the basis of foreign trade. Because of the advantage of the mature apparel industry chain, the men can achieve "short and fast" development products, and have certain advantages in costumes, quality and design. On the line only for more than a year, they become well-known brands.

Domestic brands launch "special contributions"

When Amoy brands thrive, traditional brand companies are not idle. Since 2009, 361 degrees, XTEP, PEAK and so on have set up their own electricity supplier departments. Data show that the Chinese sports brand base in Quanzhou, Fujian, for example, there are nearly 70% shoe clothing enterprises involved in e-commerce. In 2011, the sales volume of Anta's electricity supplier was 160 million yuan, XTEP 120 million yuan, Hongxing Erke 100 million yuan, and Jordan 50 million yuan.

"Although the current sales of traditional brands account for only 2% or 3% of total sales, in the future, this figure can rise to 10%, 20%, or even more." Dr. Xiao Lihua, general manager of e-commerce at XTEP (China) Co., Ltd.

Many traditional brands are using e-commerce as a means of "clear inventory" at the beginning of the touch, but this recognition is slowly changing. In November 2011, XTEP made the first attempt at a website with a website. A XTEP Han Geng special theme on the theme of "step by step" Tide shoes It sold 20 thousand pairs in one month, and the highest price was 379 yuan a pair, which once exceeded the price of new products under XTEP online. It is understood that XTEP will continue to develop network dedicated contributions this year, mainly combined with the characteristics of online consumers, mainly star money, such as Nicholas Tse series, Jolin series, Willber Pan series and so on.

" Online retailers Finally, we must return to value, while the network special contribution can avoid the current price war of the electricity supplier channel, and better reflect the brand value. Xiao Lihua said. It is understood that seven wolves, nine Mu Wang and other enterprises have also developed special products for the network, effectively avoiding the impact of net sales on line prices.

Industrial base to create fertile soil for business

Data show that the total e-commerce transactions in the city amounted to 48 billion 250 million yuan in 2011, of which the total retail sales reached 7 billion 230 million yuan, up 37.6% over the same period last year.

The number of individuals in our city has more than 7 stores on Taobao, ranking first in Fujian and fifth in the country.

The reason why Quanzhou's e-commerce can reach the present scale is inseparable from the rich industrial resources. Quanzhou economic and Trade Commission's responsible person said that the largest sales of shoes and clothing in the electricity supplier channel is the dominant industry in Quanzhou. In 2011, the output value of the two industries of footwear and clothing in Quanzhou exceeded 100 billion yuan. "Abundant business resources and adequate supply of goods have become fertile soil for the development of e-commerce enterprises."

Wu Shiyi, a general manager of the online shopping menswear brand in Quanzhou, is also known as the best online shopping menswear brand. "At present, in the Amoy brand, as long as it involves products such as jackets, shirts, casual pants and so on, the goods are basically concentrated in Quanzhou and surrounding areas."

"Whether from the industry chain advantage, brand advantage or capital advantage, Quanzhou traditional enterprises in the field of electricity providers are promising." In Xiao Lihua's view, the current competition in the online retail industry is still concentrated on some Amoy brands and small and medium-sized sellers. "The traditional brands under the line have not really realized the value of the electricity supplier," tiger and lion have not yet been admitted. When the online brands with more advantages in capital, talent, supply chain and brand awareness enter the electricity supplier field, the game really starts.