Sports Shoes And Clothing Industry Has Been Shocked To Open A New Battlefield.

< p > in the era of "channel is king", especially in the past two years, the collective industry has been declining. In 2013, the channel of e-commerce has been shining brightly in the shoe and clothing industry, and has become a new battlefield for industrial revival.

Nike, Adidas, New Balance, Vans, Anta, XTEP, Lining and other sports giants at home and abroad are all electric shock, opening a new battlefield.

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< p > < strong > Sports bigwigs talk about the "electric shock" complex. The big business responds positively to < /strong > < /p >.

< p > Anta president "a href=" http://www.91se91.com/pioneer/ "> Ding Shizhong < /a > has expressed the importance of electricity supplier to traditional shoes and clothing industry.

"As a new business mode, e-commerce is a trend that traditional brand enterprises can not overlook. If we do not intervene now, we may lose this opportunity forever.

"At the same time, he also revealed that Anta did not rule out the possibility of creating exclusive online channels.

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< p > with the help of the electronic business platform, XTEP hopes to be able to graft all aspects of the brand resources. Xiao Lihua, general manager of XTEP electric business, said that the integration test of the online and offline 1+n+n mode (XTEP + electricity supplier + online and offline distributors) should be promoted.

In 2013, XTEP will launch 3 to 4 pilot projects, and will complete the integration of the entire channel in the next few years to get through the supply chain.

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< p > Sports bigwigs have expressed their affection for the electronic business platform, and have stepped into a href= http://www.91se91.com/news/index_c.asp.

To this end, how did the big business people respond? < /p >

"P," says CEO, "we must know what we can do and what we can not do."

We are willing to give up what we can not do and share the 30 million actual customers and traffic volume with the traditional clothing brand.

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"P > Tmall official also revealed:" in 2013, Tmall launched three channels, including pre-sale channels, album shopping guide and brand sale, and all equipped with exclusive channels, traffic and service support, so as to attract more shoes and clothing brands into the Tmall family.

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< p > while Dangdang CEO CEO has led 8 merchants managers to personally visit the "a href=" http://www.91se91.com/news/index_p.asp > Quanzhou < /a > several shoe and clothing enterprises.

In addition, Taobao, Jingdong, Amazon and Tencent electric providers also sent executives at least vice president level to Quanzhou to actively respond to and respond to the enthusiasm of sports giants.

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< p > < strong > Sports bigwigs "electric shock" patterns are different. They can be seen as "/strong > < /p >.

< p > it is learnt that Nike, Adidas, New Balance, Vans, Anta, XTEP, Lining and other domestic and foreign sports chiefs are all electric shocks, opening a new battlefield.

What is worth exploring is that different sports chiefs have different modes of "electric shock". They have their own online shopping centers. They have the help of the third party platform to seize the electricity supplier market, and also have custody to professional platform operation.

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Less than P, kappa is one of the most popular sports brands.

In September 2009, Kappa first opened its flagship store on Tmall mall, using the buyout system.

In 2012, it began to operate its own platform iKappa.

At present, Kappa also gives behind the scenes work to Shanghai Business School Network Technology Co., Ltd. (ShopEx), helping its beachhead business platform.

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< p > 2011, Adidas rate advanced in Tmall.

Puma Puma, Reebok Reebok, Fila FIE, Mizuno MIZUNO, Kappa kappa, Diadora Diadora, Lotto Lotto and so on were stationed in succession.

In 2012, Nike also announced its presence in Tmall to open its official flagship store.

So far, the world's ten major sports brands, 9 have entered Tmall to open the official flagship store, enough to reveal the great attraction of the electronic business platform for sports bigwigs.

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< p > April 8, 2013, Lining launched a special sale with all guest products and achieved very good results.

In this regard, PEAK said that the electronic business platform for profit, do not want to be used as a stock of sewers, the future will explore online and offline linkage O2O mode, and said PEAK's online channels have new products, differentiated products and over season products, mainly to promote new products and promote brand image.

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< p > April 22, 2013, XTEP held a network distributor conference. It carried out deep cooperation with Tmall on the supply and marketing platform of e-commerce, and stepped out of the important step of alliance between Quanzhou's traditional shoes and clothing brand enterprises and electronic business platform.

It is understood that at present, the top ranking shoe and clothing enterprises in Quanzhou are negotiating with the major e-commerce platforms for in-depth cooperation.

The open platform and positive attitude of the big business people will enhance the goodwill and enthusiasm of Quanzhou brand shoe and clothing enterprises to the electronic business platform.

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< p > conclusion: for a traditional shoe and clothing enterprise, it is difficult to distinguish between "electric shock" is the need of brand promotion or the development of new platform, but "electric shock" inevitably brings about the contradiction between online and offline.

To this end, how to reduce the friction between the two lines and achieve the integration of two lines is the most important solution for the sports chiefs to "shock the electricity".

In addition, if there is no professional team at the beginning of the "electric shock" campaign, the help of the third party service providers will gradually standardize and refine, and develop towards a healthy direction.

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