E-Commerce: Understanding Business Essence Continues To Deepen

The era of "P", which makes the rapid growth of the grassroots brand to the "brand name", may have to go.

The famous brand under the thick and thick line began to exert power on the Internet since last year, which has triggered the "Butterfly Effect" and changed the ecological pattern of the electricity supplier.

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< p > in the recently published online shopping performance in 2012, AOKANG's a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > achieved nearly 218 million yuan of revenue, the Red Dragonfly Footwear industry was 145 million yuan, Semir a target= "_blank" href= "href=" > dress < 7 months to achieve 150 million yuan.

In the era of e-commerce, the market advantage of Wenzhou's well-known footwear and apparel brands under online business has been gradually revealed online.

At the same time, after years of exploration, the understanding of the business mode of shoes and clothing enterprises in Wenzhou has deepened. Online precision marketing, logistics management, inventory control and other advantages have begun to have a revolutionary impact on the entire supply chain of enterprises.

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< p > < strong > the pattern of electricity supplier: Online famous brand online is more powerful than /strong > /p >

< p > a few years ago, the new channel of electricity supplier spawned the rapid rise of the "Amoy brand", creating a performance "myth".

When other grassroots brands dream of duplicating miracles, the famous brands on the line are online. With the accumulation of market dominance over the years, the "brand" has a feeling of being overwhelmed.

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Last 2012, AOKANG shoes 2012 annual report showed that the online shopping business grew rapidly, from the price competition to a richer brand shopping experience. The company's online shopping business realized revenue of 217 million 748 thousand and 900 yuan, an increase of 275.86% over the same period last year.

This figure is close to the income of AOKANG shoe industry in the same year OEM business.

At present, AOKANG men's shoes rank the second in Taobao's footwear sales ranking.

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< p > Red Dragonfly shoe industry said in a recent interview that in 2012, the income of the company's online shopping business was 145 million yuan.

The Red Dragonfly e-commerce company became a large taxpayer in Yongjia county last year.

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< p > in addition, Semir clothing announced in 2012 annual report that Semir apparel set up an e-commerce company, successfully opened up e-commerce channels, operating for 7 months to achieve revenue of 150 million yuan.

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< p > it should be said that the growth of the electricity supplier ecosystem has benefited from a lot of grassroots operators' fearless development, but the brilliance of the electricity supplier still needs to be written by the well-known brands under the line.

Only 4 to 5 years before and after the launch of the well-known footwear and clothing enterprises in Wenzhou, more than 100 billion yuan of household electrical appliance business has been exported.

Take the Red Dragonfly shoe industry as an example, in 2009, the Red Dragonfly shoe industry established the Ministry of electronic commerce; in 2010, the sales volume was 9 million yuan; in the second half of 2011, the Red Dragonfly re established e-commerce as the key development business, and set up an e-commerce company, realizing the sales volume of more than 60 million yuan in that year.

From 1 to May this year, red dragonfly's online shopping income still maintained 150% growth.

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< p > Wang Jianbin, vice president of the Red Dragonfly shoe industry, said that the feeling of e-commerce to the enterprise is that the development space is very large.

For example, he said, when the red dragonfly and Jingdong mall discuss business cooperation, the first year business is rated at 5 million yuan.

The Jingdong says Red Dragonfly brand will do 50 million yuan in the first year.

The two sides later negotiated 30 million yuan.

Unexpectedly, the first month's business volume was about 2000000 yuan.

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< p > Wang Jianbin also said that the brand flagship store of Red Dragonfly Tmall has an average daily sales of more than 300 thousand yuan.

Daily hits are about 200000 times, selling 2000 pairs of shoes every day.

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"P", "Deeremarchi" (Deal Madge) founder and Li Junhui from Cangnan, said that after 2012, more and more offline brands aimed at the online crowd, specially designed and produced various products, which made a great impact on us.

He said: "the other party is very rich and generous. As long as we have a casual promotion, a brand like us will immediately lose money.

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< p > < strong > electricity supplier concept: business essence understanding unceasingly deepens < /strong > < /p >

< p > the rise of the electricity supplier is based on the low marketing cost and the low sales price route.

Because of this feature, the understanding of the traditional enterprises in the past few years to the electricity providers is often: e-commerce is a new sales channel, take a low price strategy, sell stock impulse to get a temporary economic benefit; or, the low price strategy of electric power will affect the reputation of the offline brand, so simply do not dwell on the electricity supplier, hold a conflict attitude; or, feel the new way of business, the enterprise is not familiar with the business, and dare not enter hastily, waiting to wait and see.

But in the past two years, the traditional enterprises have deepened their understanding of the electricity supplier and embraced the new technology.

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"P >" Wang Jianbin believes that the essence of e-commerce is business, and the well-known brand under the line has a series of business resources.

This is the advantage of famous brands in developing electric business.

In recent years, the brand that specializes in Online - the Amoy brand has been developing rapidly through grass roots.

However, after the famous brands were launched online, the supply chain resources and excellent product design capabilities were brought to the online market, which led to the emergence of a large online sales market.

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< p > it is understood that the Red Dragonfly takes the differentiated route in developing e-commerce. The products are differentiated by online and offline platforms, and online products are specially supplied. No one is the same as the offline ones, all of which sell new products and do not sell stocks.

For example, each series develops 8 to 10 products and selects 2 to 3 personalized and youthful styles for online sale.

Online and offline products are of the same quality and technology, but the styles are different.

This route brings the development, production and brand advantages of red dragonflies to the online, so that famous brands also have strong market competitiveness.

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< p > Li Junhui said that the electricity supplier is only a channel. He has no essential difference from other channels of traditional brands, and needs to be steady and steady.

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< p > AOKANG shoe e-commerce general manager to Wen Tao believes that the electricity supplier is not only a new channel, but also a push to the speed of the supply chain of enterprises.

AOKANG online offline products also take different routes, and try many brands.

The rapid development of AOKANG's electricity business stems from many advantages of enterprises, such as supply chain system, R & D, production collaboration, scale and management, as well as financial support for listed companies.

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< p > Wang Jianbin introduced that in developing e-commerce business, many things on line are worth learning online.

One is to use data to speak, online customer needs can be dynamically analyzed, and business judgments are all based on data.

Advertising is accurate, online effect can be quantified, how much money invested, how much traffic has attracted, how much returns have been generated, all have accurate data.

The other is logistics speed increase and inventory control.

Online logistics is oriented to every customer. Logistics satisfaction can be scored directly by customers and can give back to the real logistics experience.

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< p > in the interview, the heads of various business enterprises agree that the enterprises that participate in the electricity business have evolved from the single competition of products and prices to the multiple competitions of quality, service and marketing.

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