Footwear Business

I knew three years ago.

The grasp of the future allows us to seize opportunities and make fewer mistakes.

In the interview, Wang Dongzhu and Xu Songmao both said that the market environment of the current electricity supplier had been predicted several years ago.

Therefore, they have already prepared for this day.

Fujian, the land of countless commercial legends, has never been short of businessmen with keen sense of smell.

Electronic commerce has been closely watched by them since they were born.

But Minnan electricity supplier is a very low-key group, they have not been able to appear in the spotlight, and some enterprises even deliberately fade out of the public view.

This time, with the opportunity of footwear business, we have the opportunity to approach these enterprises and explore the story behind them.

Founder of shoe store

Is the traditional enterprise origin.

He started making shoes in 1990 and went into foreign trade in 1994 and has continued to this day.

At present, its foreign trade business exports up to 20 million pairs of shoes exported to Europe and the United States every year, and is China's largest footwear exporters.

Doing retail has always been a dream of Xu Songmao.

When doing foreign trade, the company's foreign trade orders are placed on the order of Buyer.

In his view, "Buyer is a great man" because these orders make many people make money and create value.

The dream of retailing has taken root.

According to "

Manufacturing is the lowest value added link in the industrial chain, and the added value of retail links is always higher.

After the development of the manufacturing industry to a certain stage, there is a power to pfer to high value-added links.

The eventual factor that led to Xu Songmao's establishment of a shoe store was the financial crisis of 2008.

On the one hand, the financial crisis has caused the company's foreign trade business to encounter bottlenecks.

On the other hand, the inventory of domestic sports apparel industry was serious.

Upstream brands have the demand for selling stocks, and downstream consumers are also eager for cheap benefits. Therefore, the famous shoe store positioned as "online Outlets" came into being and sold off season products with a large discount.

However, from the beginning of this year, the shoe store also started selling new products for the season.

Xu Songmao disclosed that the sales of new shoes and new products were half of the total.

Sales of new products are growing rapidly.

After abandoning the model of orter, what is the model of the shoe store?

"

It's a platform. "

This is the answer given by Xu Songmao.

But this platform is different from Taobao and Jingdong.

Taobao and Jingdong are platforms for the flow of people. They share orders with businesses, and platforms bring orders to businesses.

And the shoe store is a platform for products.

The flow platform is equivalent to the introduction of dozens of shoe brands at once, and the brand can quickly sell all the products on the Internet platform by docking the shoe store.

What a shoe store needs to do is build such a bridge between the brand and the platform.

Two years ago, the shoe store would announce its sales and enter the top three in the footwear industry.

But in the past two years, the shoe store no longer publishes the relevant data, and Xu Songmao does not want to reveal too much about it.

However, Xu Song Mao said that the current shoe store can achieve Top 1 on every platform, whether in daily operation or in large-scale sales promotion.

"We are concerned about winning every battle and achieving Top 1 on every platform."

Xu Songmao has his own unique views on the positioning of official website.

Xu Songmao said that at the very beginning, enterprises should at least see the next ten years when formulating business models.

Xu Songmao studied the business model very early. He thought the business model of the shoe store could survive forever.

For the over season inventory, the primary purpose of the brand is to clean up the goods.

Therefore, brand management and control of these products are weak, and retailers have more discretion.

The competitiveness of these products basically represents the overall competitiveness of retailers.

In view of the new products of the new season, brand makers often set strict price control systems for the protection of brand value.

In this part of the products, channel merchants often have difficulty in showing obvious competitive advantages.

Similar products, the same channels, how to build up their own competitive advantage?

Xu Songmao analysis said, at present, the promotion channels of various enterprises, and even the promotion costs are almost the same.

But with the same money, different enterprises get different precipitation.

Such subtle differences, over a long period of time, will cause qualitative changes due to quantitative changes.

He believes that the reason behind enterprises' falling behind is usually that the internal teams lose competitiveness.

So he will give special emphasis to team competitiveness in the company.

The shoes sold on the shoe store are mainly sports shoes.

"Men's shoes and women's shoes will be done, but now they're not energetic enough."

Xu Songmao said that what he spends most of his energy every day is to land his target.

In July last year, the shoe store ran its own brand.

Whenever it comes to this brand, Xu Songmao will dance with flying colors.

But the relationship between private brand and retail business of famous shoe store is not large. This is actually another dream that Xu Songmao has always had.

Wang Dongzhu, chairman of Tao shoe net, has a nickname called "sewing thread king".

Before the founding of the shoe net, Wang Dongzhu was the general manager of Dunhuang line industry.

This work experience not only earned him the title of "line king", but also paved the way for the development of Tao shoe net.

What convenience does the line King bring to the shoe net?

Wang Dongzhu gave us an example, when he bought a house when he was caught in a collision with Anta Group Chairman Ding Zhizhong bought the same district.

At that time, if Ding Zhizhong had to take hundreds of pairs of Anta shoes, he would definitely send them to him.

Wang Dongzhu said, "if you do a good job of cleaning your shoes, you can talk to Anta later when it's ripe, no matter which aspect, such as the account period, if I want three months, it will be all right."

Dunhuang line is a supplier of Anta.

Anta purchases more than ten million Dacron lines every year and accounts for millions of dollars.

Wang Dongzhu even jokes that everyone can barter, and the money is no problem.

In Fujian Province, more than 90% of shoes and clothing enterprises like Anta have business contacts with Dunhuang line.

Wang Dongzhu and most of them have more than twenty years of cooperation experience. Some bosses are also very good friends and even relatives around the corner.

In a region such as Minnan, which focuses on the culture of circles, the trust established over the years is invaluable.

In November 2010, Tao shoes net got seven wolves venture capital and other three companies jointly invested 50 million yuan.

At that time, a condition for seven wolves to invest was to continue to take charge of Wang Dongzhu's shoes net, they only recognized this person.

This shows the influence of line king.

The resources of Dunhuang's line industry also provide another dimension for Wang Dongzhu to feel the temperature of China's footwear industry.

Because the line industry is the upstream industry of shoes and clothing industry, we can see the prosperity of downstream market from the line consumption of shoes and clothing enterprises.

Wang Dongzhu said that at the beginning of this year, he found that the line consumption of several large sportswear enterprises dropped sharply, and he was acutely aware of the possibility that the consumer market might turn cold.

As a result, he reduced the volume of purchases he had originally made.

It turned out that this is a very wise decision.

Several footwear traders who have increased the volume of orders earlier this year may have to face the pressure of inventory.

Wang Dongzhu invested in e-commerce because he believed that e-commerce is the trend of the future, and it changed the way of life of consumers.

What he values most is the fast growth of e-commerce.

"The Wenzhou motor car incident can be spread to the whole country in such a short time, which is unthinkable in the past society."

We have decided to do electronic commerce, and we have rich resources. Next is how to do it.

Wang Dongzhu said that he had already thought very clearly that the shoe net had no conditions for fast sprint IPO, so he must aim at profit, otherwise the larger the scale, the more he would lose.

For sports shoes, the scale is also very simple. Taking Nike and Adidas is half the battle.

But the products of these two brands do not make money, so the core of the shoe net has not been placed on them.

As for the competitive environment of e-commerce, Wang Dongzhu said he had expected it.

He used the Dunhuang line industry analogy, "zipper like YKK, SBS can at least put a LOGO, but the polyester line has no place to print LOGO, but we still do it."

Wang Dongzhu said he was still willing to invest, but the purpose of investment was to harvest.

The current electricity supplier environment makes him unable to see when he can harvest, so he focuses his investment on teams and systems.

The shoe net has spent a lot of money to build its own ERP system. Its inventory management can be accurate to the single commodity under SKU, and the library's age and location can be accurately found.

In terms of investment in scale expansion, the shoe net is particularly "alternative".

As mentioned before, Tao shoe net has not spent much thought on the international line brand because it does not make money.

BELLE stopped cooperation with Tao shoe net, and Wang Dongzhu didn't feel too much loss, because the cooperation with BELLE could not make ends meet.

In addition to participating in activities such as Juhuasuan, Tao shoes net basically does not promote Tmall, because the platform is hard to make money.

In addition, Tao shoe net also launched a small wholesale business for some small sellers on Taobao.

Although this part of the business is still not profitable, it can help run the shoe net and improve the right to speak.

Tao shoe net is trying to carry out deep customization with brands.

At the end of last year, Tao shoes net CO operated with XTEP to launch a customized customized "Chao Bu Geng Xin" on the Internet, and the effect was good. Han Geng

At present, Tao shoe net is promoting this cooperation mode with other brands.

This is the value war which has been vigorously advocated by Tao shoe net.

Similar to deep customization, Tao shoe net is also seeking the strength of the brand to do some promotion.

Wang Dongzhu said that the strength of a platform is limited, and only when combined with many brands do marketing together, will they get twice the result with half the effort.

After intending to compress so many unprofitable businesses, Tao shoes can finally achieve their goals: break even.

If there is profit, the shoe will put the money into the promotion.

After all, as long as it's not a loss, the scale is bigger and better.

Wang Dongzhu has missed many opportunities in the field of electronic commerce.

Before investing in the shoe net, Wang Dongzhu talked with Li Shubin about investment.

Because of poor communication, they failed to agree on equity.

After founding the shoe net, Wang Dongzhu also tried to tie Taobao up for Taobao investment, but was robbed by the shoe store.

In the process of communication with us, Wang Dongzhu has repeatedly mentioned that "choice is more important than hard work".

The current choice of Tao shoe net is probably "lurking".

If I tell you that retail can be done without stock, you must think it is against commercial sense.

But the shoe net is doing this.

There are also many debates in the industry.

Especially after the pformation of consignment mode, as the first ranked shoe electric business operator, has cast a shadow over this mode.

However, Dong Xinda, vice president of the shoe net, told us that the pattern of the shoe net is quite different from that of Le Tao.

Le Tao is a real sales agent. The brand must first pport the goods to le Tao's warehouse, and eventually bear the inventory and damage of the channel.

But the shoe net is not the same.

In a brand's own warehouse, brands can decide for themselves the flow of these goods.

The shoe net is equivalent to providing an additional sales channel for brands, without any new pressure.

So it's more popular with branding.

To understand the shoe net, we can not just start with its mode.

The unique position of the shoe net is still in its geographical location.

The shoe net is located in stone lions, adjacent to Quanzhou and Jinjiang.

This is China's largest footwear manufacturing base.

According to statistics, in the Quanzhou region alone, there were more than 4000 registered sports shoes brands at the end of 2011.

The mystery of the shoe net is also here.

Dong Xinda told us that the sales of shoes from the unknown brands accounted for 80% of the total sales volume.

Most of the brands we have never heard of.

So the shoe net caught a long tail market.

This model is basically impossible to copy to the international first-line brand, even if copied to the domestic second tier brand, it may not be appropriate.

Conversely, buying and selling model is suitable for shooting shoes net?

The inventory of a second-line brand has already scratched the channel business. Who has the ability to manage the small and medium-sized brand stocks?

Therefore, we understand that the shoe net is more like a product at a specific time and in a particular environment.

However, the shoe net has been developing rapidly recently.

After the platform has grown up, it has left room for imagination for the future.

Since the beginning of this year, under the dual influence of capital market recession and macroeconomic weakness, the market has begun to differentiate, and some jog providers have begun to emerge.

It's too early to talk about the pattern.

But the drama will continue because it is a marathon.

Minnan electricity supplier, slow pace, but step by step.