Brand Shoes And Clothing'S New E-Commerce Model "Platform+Channel"

In the recently concluded 4th China shoes Ding Shizhong, president of Anta, understood the importance of e-commerce to the traditional footwear industry at the E-commerce Summit of the clothing industry.

On the other hand, several major e-commerce platforms in China also saw the huge cake of footwear and clothing industry at the same time, and took the initiative to establish in-depth cooperation with Quanzhou brand enterprises. At the online distributor conference held by Tebu on April 22, Tebu conducted in-depth cooperation with Tmall on the e-commerce supply and marketing platform, marking an important step in the alliance between Quanzhou's traditional footwear and clothing brand enterprises and the e-commerce platform.

　　 Special step alliance with Tmall to open a new supply and marketing mode

The in-depth cooperation with Tmall's supply and marketing platform is an important growth point of the distribution business of the special step e-commerce in 2013. Tmall's supply and marketing platform will bring together brand suppliers, distributors and channel hosting operators (third-party software service providers). Brand suppliers can manage online retail channels through the effective establishment of the platform, and achieve the synergy with distributors, so as to realize the omni channel operation of unified management of Tmall and Taobao markets; Distributors can obtain high-quality authentic products authorized by the brand through the platform, and enjoy the full link channel support and service guarantee of the brand and the platform within the formal authorization system.

The relevant person in charge of Tmall introduced that the intention of this cooperation with Tebu is to shift from focusing on the performance of individual stores, opening stores to focusing on brands. In particular, sports shoes and clothing industry is an industry with a high degree of brand concentration. Tmall platform is strengthening the opening of services and more permissions for these brands, and hopes that this exploration can change the role of Tmall's simple "store opening" platform and become a "service provider" in a sense to build valuable brands. As a new positioning, Tmall's supply and marketing platform is a key project for Tmall to form an alliance with brand enterprises and jointly open a new era of e-commerce development.

For Tebu, such cooperation is a valuable investment. Xiao Lihua, general manager of Tebu E-Commerce, said that with the help of e-commerce platform, Tebu hopes to graft resources from all aspects of the brand, first promote the integration test of online and offline 1+n+n mode (Tebu+e-commerce+online and offline distributors), launch three to four pilot projects in 2013, and will complete the integration of the entire channel in the next few years to open up the supply chain, so that market information feedback, product research and development The efficiency of the whole one-stop supply chain, such as production and sales, has been greatly improved.

The cooperation between Special Step and Tmall's supply and marketing platform will win great preferential services for Special Step. The ultimate goal of Xtep is to maximize the benefits of the entire supply and marketing platform. It is revealed that Xtep will also introduce jeans, men's clothing, women's shoes, etc. into Xtep's e-commerce distribution channels, especially outdoor products, which will account for a significant proportion in the new season's e-commerce order meeting.

　　 Special treatment for functional brand shoes and clothing of transformation platform

Last year's "Double 11" Taobao Tmall sales, Quanzhou footwear and clothing enterprises performed outstandingly. The final sales of Septwolves exceeded 50 million yuan, the special step exceeded 20 million yuan, and Jiumuwang, Anta, 361 degrees and other brands also exceeded 10 million yuan. This huge potential market has prompted shoe and clothing enterprises and e-commerce platforms to think about more in-depth cooperation methods.

A few days ago, Li Ning launched a special sale activity with Vancl and achieved very good results, which was referred to as the opportunity for Vancl to change to the new model of "platform+channel". In order to attract traditional shoe and clothing brand enterprises such as Li Ning, Anta, Tebu and Jiumuwang, the open platform has become the direction of e-commerce transformation. At the 4th China Footwear Industry E-Commerce Summit, Vancl also revealed that in addition to opening its own platform and admitting more products, Vancl CEO Chen Nian said, "Vancl needs to know what it can and can't do. We are willing to give up what we can't do and compare Vancl's 30 million actual users and traffic with tradition clothing Clothes & Accessories Share the brand. "

At the launch ceremony of cooperation with Tebu's supply and marketing platform, the relevant responsible person of Tmall also disclosed that in 2013, Tmall launched three channels, namely, pre-sale channels, album shopping guides and brand specials, all of which are equipped with exclusive channels, traffic and service support.

The huge production capacity and brand advantages of Quanzhou footwear and clothing enterprises have made e-commerce tycoons rush to Quanzhou to try to get a share. Not long ago, Li Guoqing, CEO of Dangdang.com, led eight investment managers to visit several major brand shoe and clothing enterprises in Quanzhou; Chen Nian, CEO of Vancl, took a team of more than ten people to participate in the "China Footwear Industry Summit Forum" held in Quanzhou, and held a special "Vancl Night" promotion and investment attraction in the evening; In addition, Taobao, JD.com, Amazon and Tencent E-Commerce also sent executives at least at the level of vice presidents to Quanzhou.

The more open platform and positive attitude also enhance the enthusiasm of Quanzhou brand footwear and clothing enterprises for e-commerce. It is understood that, in addition to the special steps, the top several footwear and clothing enterprises in Quanzhou are discussing in-depth cooperation with major e-commerce platforms.