The Pformation Of Orter'S Brand

Famous shoe store CEO Xu Songmao

Undoubtedly, it is a typical representative of the outlets in China's e-commerce. It is now undergoing a metamorphosis, trying to downplay and even get rid of the orlies mode that depends on the family.

(Outlets) originated in the United States. Its original meaning is "export, outlet and export".

In the business practice of Europe and America, orter gradually evolved into a retail mode, specifically referring to the sale of famous brand over the season, off shelves, broken yards of goods, with more words to describe the Chinese atmosphere to describe "clear inventory."

The shoe store in Xiamen has grown up for the sake of "clear stock" of the brand, naming the "shoe store", which is intended to open the warehouse of the famous brand shoes.

It was the global financial crisis, financial collapse and economic recession in 2008 that reflected the stagnation of import and export business.

Xiamen's foreign trade businessman Xu Songmao and his partners obviously have a bad business.

Xu Songmao, a Jinjiang native from Fujian, graduated from the Department of physics in Xiamen University in 1983. After several years in the Institute of Chinese Academy of Sciences, he pferred to foreign trade from 1988. By 2008, he led his team to immerse in the footwear trade for twenty years, and set up a record of exporting 20 million pairs of shoes for 78 years.

Xu Songmao was described as a "low-key tough and chivalrous", quite friendly, originally retired in accordance with the plan, he was in 2008 when he was 45 years of age, all of his retirement, the accumulation of wealth over the years, has long allowed him to achieve financial freedom, foreign trade business has troubled, but it does not affect his fundamental, and his brothers are obviously not so easy.

To help the brothers find a way out, Xu Songmao stopped his retirement plan and led a brotherhood to set up the website of the famous shoe library.

His idea is simple: foreign trade can not be pferred to domestic trade, and traditional retail channels do not create new channels on the Internet.

So in December of 2008, the shoe store launched its official website and Taobao online store, selling genuine low price goods in the outlets of orter.

From the beginning of the word of mouth marketing from friends around, the sales volume of the shoe store from 2009 to 2011 was 38 million 600 thousand yuan, 120 million yuan and 200 million yuan respectively without the large-scale advertising. It was among the top three enterprises in China's footwear B2C, and in 2011, it received 15 million dollars from Alibaba.

Judging from the appearance, there are not many differences between the three B2C websites of good Lok, Lok Tao, and shoe store. They are mainly footwear. They were created around 2008. The only difference is that since last year, there have been some minor changes.

Le Tao net is the most pure, only sells shoes products; good Lok began to expand the category, mainly shoes, plus clothing, outdoor supplies and bags; the shoe store is between the two, and shoes only have more sports brand related clothing and bags.

Han Buyong, chief marketing officer of the shoe store, pointed out the potential difference between the famous shoe store and other websites: "the biggest difference between the famous shoe store and other footwear B2C nets is that the source of sales is different. About 60% of our sales come from the sale of large platforms, rather than the official website s.cn of the shoe store."

In a way, the shoe store is more like an Amoy brand growing up in Taobao.

This is related to its initial selection of Taobao mall store. Besides the Taobao B store and C store, the famous shoe store is also happy to enter the shop on the open platform such as Jingdong mall, Dangdang and No. 1 store.

Han Buyong also revealed a data that has not been published. At present, the biggest seller of shoes on Jingdong mall is the shoe store.

Xu Songmao, the famous shoe store CEO, called this place "open shop where people are going to have a stream of people". Unlike Li Shubin, the website of "Yue Le Tao" and "good luck", Li Shubin often claimed that it was different from China's Zappos. Xu Songmao thought that the vertical type of Zappos type electric business had no future. Zappos was sold to Amazon without listing.

Therefore, the shoe store should not be a Zappos. The shoe store is an open platform for footwear commodities, or a centralized supplier, focusing on the layout of the whole network.

"For large platforms, when you concentrate on the best brands of a specific category, such as the sports category, your entry can complement a category, represent a category, and the platform is ready for you. No platform will shut you out; and for every brand dealer, you will reach the major platforms only if you deliver the goods to you."

Xu Songmao explains why brands and platform businesses are willing to work with a shoe store.

Business formula for increasing profits: independent brand

Huang progresses, also known as "ah bu", is the vice president of the shoe store. He has been engaged in more than 20 years of fashion shoes design in Europe and America, and he has been a partner for many years.

He spends most of his time wandering around the world every year to get inspiration from the streets of Europe and America.

From 2011, he was commissioned to be the chief designer of the shoes Culant Tivey brand. The independent brand is the result of the shoe store's deliberation after two years in the Ortles mode.

Unlike other B2C shoes that are purely entrepreneurial in the Internet, the shoe store team has accumulated more than 20 years of experience in the footwear industry, making it easy to get along with its own brand.

Xu Songmao group created ed (Fujian) Investment Co., Ltd., Xiamen aide Shoes Co., Ltd. and Xiamen odson Footwear Co., Ltd., three enterprises were the leading enterprises of Xiamen and even the whole nation's foreign trade shoes ODM, and over more than 70 global enterprises had chosen the shoes from their hands and sold their trademarks.

The three foreign trade enterprises are still operating.

Rantivi flagship store was settled in Taobao mall in July 7, 2011, and sales exceeded 200 thousand in that month.

On the day of singles day November 11, 2011, the single day sales of Lanti's flagship store exceeded 1 million yuan mark.

In addition, apart from Lantivy (landi), there are two private brands of Skomart shoes, namely, Skomart and Aderson.

From last year's sailing challenge to this year's shopping Carnival and Auto Expo, he has sponsored the above activities to publicize his sailing shoes, tide shoes and driving shoes to create his fashionable brand image.

"We often talk about business recipes, which means we can not only complement our existing brands, but also satisfy our customers' needs with our own brands, giving customers more value and cost-effective services.

Although the contribution rate of private brand to profit is not large at present, as a supplement to the new profit point, we believe that the contribution rate will be bigger and bigger in the future.

Xu Songmao explains his business formula like this.

Xu Songmao knew very well that the old orlis mode that was built on the past was not omnipotent.

The shoe store has changed from clearing inventory to selling new products, and then developing to independent brand of LAN Ti Wei, that is, do not want to be a brand porter.

In Xu Songmao's view, whether it is selling stocks or selling new products, they are just making porters for big brands, making hard money.

The brand is doing well, and you will live well, but you want to get rich.

Therefore, if we want to get some good profits, we must rely on our own efforts to create brand names and add value.

At the end of 2011, CEO, a better seller, raised the pessimism of the electricity supplier. He questioned the prospects for the development of the electricity supplier. "I went wrong." "e-commerce is a hoax."

Bi Sheng will be an e-commerce person described as a brick, "diving together to the neck, began to sink, sinking to the end of time, an investor to invest some money floating up, continue to sink, the second round of investment cushion up, when the investment did not directly die."

Xu Songmao can fully understand this: "Bi Sheng is a pure internet background, he had not done industrial experience, and the electricity supplier is a combination of virtual and real business, in essence, is still selling.

In the same way, when facing a warehouse full of stock, Bi Sheng may be sweating profusely, because he doesn't know how to deal with so many shoes. Can we deal with it? And we will be very calm. Because when we do shoes trade for more than 20 years, we can see if every pair of shoes can be sold if we look at it. Is it what the customers want and how to deal with it?

I think this is the biggest difference between us and Bi Sheng based on the background. "