Daphne Shoe Nuggets Online Shopping Market

The online shopping craze triggered by PPG is spreading to the footwear industry.

This time, it is the domestic professional footwear giant Daphne.

Since the launch of online shopping websites in August last year, Daphne's e-commerce business has achieved good results.

And AOKANG and other shoe companies are eager to shop online, and some smaller businesses have already started trying on Taobao.

Daphne has opened up new channels. "Under the premise of chain success, we hope to increase a sales channel, and the online shopping market is growing rapidly, so that we want to try this new field."

Daphne insiders told the first financial daily.

At present, the products of Daphne's official shopping network include women's shoes and bags. The network platform is divided into "new product Museum", "discount hall", "star merchandise hall" and so on. The price and discount rate of online and offline products are consistent.

On the 20 th of this month, Daphne's official shopping website will also launch the "main hall" and "function hall", which will sell limited order of bride shoes, party shoes and so on.

At the same time, Daphne will also sell the shoes of the soft health series and the international patent breathing air cushion series.

"The latter is a product that is sold online, because considering the relatively small size of functional footwear, we want to try it online first."

The source said.

The source told reporters that at present, Daphne has commissioned a network company to make special design and technical services for shopping websites, and Daphne has also set up an e-commerce department inside.

But for this area, Daphne has not yet vigorously promoted publicity, but has done some advertisements on some websites. At the same time, shopping websites and shoe boxes can also see the publicity of shopping websites.

At present, the sales of Daphne network electronic platform has exceeded 100 million, which is still a small figure for Daphne with 2000 stores. However, the good growth of network sales has made the company plan to further expand its network business.

The new trend of the US Zappos website is regarded as the legend of the online retail industry. In the shoe online sales market with a total value of 3 billion dollars, the Zappos website occupies 1/5 of the entire market share.

The example of Zappos has encouraged many Chinese entrepreneurs.

In fact, before Daphne, some small footwear enterprises have set up shop or set up special shopping websites on Taobao.

The brand of the "German shark fish" in Guangzhou's famous shoe industry has set up a special e-commerce operation company in Wenzhou last year, and has launched its own shopping website, and has put forward the online marketing model of shoes purchase and physical distribution.

Taobao people told reporters that the online sales of footwear products have been a "traditional big household". From the data of Taobao last year, sales of footwear accounted for 1/3 in the field of footwear apparel, and this data has improved compared with that in 2006.

At present, apart from selling shoes by individuals, Taobao stores have a certain scale on opening their own stores or specifying one or two grade retailers.

However, due to the particularity of footwear products, footwear enterprises are eager to get involved in e-commerce.

Previously, AOKANG, the largest private shoe manufacturer in the country, used AOKANG's Kanglong brand to cooperate with Tencent to open Kanglong's flagship store. But AOKANG insiders told reporters that the scale of the network platform was very small, and because of some problems in negotiation and preparation work with the other side, the matter was not clear and the result was not satisfactory.

"More customers are more willing to buy shoes in a physical store, because for shoes, consumers still have to pay attention to experience.

Electronic commerce should be combined with marketing terminals throughout the country. This is a systematic project and takes time.

The source said.

But a cautious attitude does not mean AOKANG's plan to abandon e-commerce.

AOKANG said that the company will always focus on the development of online shopping, and that it will be a trend. AOKANG will wait for the opportunity to enter again.