Footwear B2C Faces "Watershed" Shooting Shoes Online Attack Counterattack

In 2007, the shoe net launched the first line, opened the domestic vertical footwear B2C market, followed by good Lok, Le Tao, shoe store, Shoe net And other footwear B2C have entered this blue sea. In recent years, the footwear business competition has almost never stopped, especially in the case of the excellent purchase network and the first round of financing of the shoe net, the competition has entered the white hot stage several times.

Today, however, the shoe B2C is described as "natural selection and survival of the fittest". After the test of capital cold winter, and facing the attack of comprehensive electricity price war, the competition pressure of vertical B2C is bigger and bigger. Many electricity suppliers begin to transform, and the field of footwear B2C also faces a watershed.

　 Yue Tao "martyrs" quit competition in the footwear business market

In the first 3 rounds of financing before and after boosting, Le Tao through a series of marketing activities quickly superior, for a time, ranking the industry leader. However, faced with the 2012 capital cold winter, the fourth round of valuation of Yue Tao has shrunk, and 80% of advertising budgets have to be cut down. After the interruption of burning money, the number of users in the three months has dropped sharply, reaching 44%. In addition to the serious decline in performance, according to people familiar with the industry, Le Tao after large-scale layoffs, currently only about 200 employees.

Because it is difficult to suffer long-term losses, this year, Le Tao launched five private brands, including Chance Chance, Lavis Lavie (Le Wei), Imosii (Mo Xi), MANWILL (Mai Wei), C+ (Si Ga), and testing water brands to find new outlets. According to media reports, the sales of Le Tao's own brand reached 5 million yuan in the first month, and its profit margin doubled.

In view of the differences in the brand of Le Tao network transformation, the industry has different opinions. Some people think that although the rate of gross margin can be raised through their own brands, the development and brand building of new products will require a lot of money. Besides, the platform will also bear operational risks, which will be a bigger test to the electricity supplier's capital chain and retail capacity. Others believe that the innovative business model of self owned brand, as the first crab eating person in the footwear business, is expected to make profits. However, the establishment of a new brand requires long-term precipitation and a lot of manpower and material resources.

　　 Best buy "myth" shattered profits become top priority

With the golden spoon born, the excellent purchase network, with the strong resource supply chain and brand effect of BELLE group as the first mover advantage, and then through the large-scale advertising enclosure, has become the leader of footwear electric business in just one year. However, the example of Le Tao has proved that burning money and shouting in exchange for traffic can not change the stickiness of users, nor can it change profits.

From the recent BELLE interim earnings report and excellent purchase, we can see that BELLE's attitude towards excellent shopping has changed. Mainly because BELLE's electricity business has pulled BELLE down. footwear The gross profit margin of BELLE group can not help to take corresponding measures to reduce its losses. So in August 23rd, the official flagship store was officially launched on Dangdang, including 18 famous brands such as footwear brands and sportswear, which are under the BELLE group. According to industry sources, follow up BELLE will no longer make great efforts to help purchase the net to burn the money to occupy the scale, and the BELLE business strategy shift will force the excellent purchase to reconsider its profitability.

　　 Good Le buy scale and operation advantage is obvious.

Vertical websites search for third party platform cooperation opportunities, so as to get mature users, orders, and reduce input costs, becoming a trend this year. In addition to the excellent purchase network, Le Tao net, Tao shoes net and so on, they have been settled in Dangdang, and good fun has also entered the platforms such as Amazon and shop No. 1, while the main orders of the shoe store, the shoe net and the west street network are also from the three party platform of Taobao store. At present, the only shoe manufacturer who sticks to the independent mall and does not rely on any third party platform is only to shoot the shoe net.

It is understood that in addition to the large platform and the expansion of the category, under the two high pressures of high logistics cost and return rate, we can adjust our business strategy, build our own warehousing and logistics, and strengthen the service differentiation on end-user experience. Recently, the official announcement has been completed in 10 cities such as Beijing, Shanghai, Guangzhou, Chengdu and Hangzhou.

From the current market layout, the good luck buy has accumulated many years, accumulated abundant commodities and strong market share, and has obvious advantages in scale and operation ability. In the fourth round, after Tencent investment, its development is more steady.

　　 Beat shoes online attack the top three

In August 24th, AI consulting released the Internet core data in the second quarter of 2012, and selected the ten largest B2C e-commerce websites with the fastest growth rate in the first half of 2012. The shoe net is among the fastest growing footwear business providers, with a monthly compound growth rate of 21.6%, exceeding the comprehensive B2C website of suning.com, Jingdong mall, Tmall and so on, ranking second in the list. Reporters learned that in the first half of this year, capital was the coldest, and the shoe net was invested by Goldman Sachs and SIG. Less than half a year, once again "counterattack", showing its strong momentum of development.

It is understood that the shoe net is the earliest established footwear B2C in China, and its development is inseparable from its adjacent to the Chinese shoe market. Jinjiang Regional advantages. The shoe net is actively integrating the supply chain resources. Besides the first-line brand, the shoe net also includes two or three line brands. Because of its footwear B2B portal, China shoes net is born, so the team has concentrated on the footwear market for nearly 10 years, and has a deeper understanding and understanding of the footwear industry than its competitors.

　　 Returning to the essence of Commerce and meticulous operation is the king's way.

The exit of Le Tao net is not only a result of competition among the electricity supplier market, but also a warning bell for the future development of footwear business operators. Experts believe that how to raise gross margin has become the urgent problem to be solved for all major footwear B2C. The first step of footwear business enterprises will start a new round of competition and two aspects of supply chain competition.

An electric business analyst pointed out that under the offensive of price war and advertising war, not only the footwear B2C market was overdrawn ahead of schedule, but also the backend strength and user experience of the platform are facing a new test. The development of the footwear business must return to reason. If we really return to the competition on the platform, supply chain, products and services, and become the leader in the field of footwear business, we must bid farewell to the extensive price war and find a more efficient and robust business model.