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Wang Jiancong: The Shoe Net Is Focused On Value.

2013/7/25 18:15:00 46

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Shoe Net Li Guoqing Shoes And Clothing Industry

July 1st this year, it is a special day for the president of the shoe net, < a href= "http://www.91se91.com/pioneer/" > Wang Jiancong < /a >. The vertical B2C website, which was founded by one hand, ushered in the 6 birthday. In the two phase of the software park of Xiamen, the operation headquarters of the shoe shoes network moved from Shishi to less than one year, but it has already been quite large.

A postcard of "6th anniversary, Chong billion yuan" is particularly conspicuous.

"now buy shoes for shoes, 200 to 200, it's a good deal."

A casual sweater, a gentleman dressed up, Wang Jiancong saw no one had forgotten to advertise for the shoe net.

compared with the industry competitors, Le Tao and "Le Le", the popularity of the shoe net is limited by selling a href= "http://www.91se91.com/news/index_x.asp" > sports shoes < /a >. The sales scope is more than covering the south of the Yangtze River.

but it is this nameless shoe B2C. In many e-commerce companies suffered losses and difficulties in financing, in 2011, it completed sales of over 100 million yuan and realized profits. In the first half of 2012, the shoe net made a monthly compound growth rate of 21.6%, exceeding the comprehensive B2C website of suning.com, Jingdong mall, Tmall and so on, and jumped to second place. It is also the only one of the most famous footwear B2C e-commerce providers.

This led to the first round of financing of Goldman Sachs and Haina Asia totaling $30 million in March 26, 2012.

the "new human" in traditional industries /p >

Wang Jiancong can be regarded as a "new human being" in traditional industries.

If it were not for discerning the gold and looking forward to the new forces in the industry, he is still struggling to fight in the Red Sea in the manufacturing industry of shoe manufacturers.

at the end of the twentieth Century, the Internet revolution started China, and even later became the legendary Ma Yun, Li Guoqing and Liu Qiangdong.

Wang Jiancong founded the shoe and clothing website "China shoes trade net" as one of the first people in Shishi electric business.

When p made a shoe net in 2007, Wang Jiancong started with almost everyone's objection.

After 70, Wang Jiancong was neither a native of Hongkong nor a technical school. From 1992 to 2002, he had been traveling between Quanzhou and Hongkong, making shoes and clothing trade.

At that time, Quanzhou Shishi is China's largest clothing and footwear production base, while the same place in Jinjiang, Quanzhou, produced around 80% of the national sports shoes.

since 2002, Wang Jiancong has worked with many brands in Quanzhou in the past ten years to make shoes and clothing business, and to start running China shoes net, a "shoes Alibaba" < a href= "http://www.91se91.com/news/index_c.asp" > shoes industry < /a > B2B website.

From P to 2007, China shoes net has been profitable for two years, but most of its profits come from helping brands build websites and agents such as Sina, Baidu and other businesses. Indeed, as B2B portals do, they do not get much advertising fees through brand promotion on China shoes online.

At that time, Quanzhou brand merchants knew little about e-commerce, so when Wang Jiancong proposed to take out the "city shoe store" in China's shoe net and make the vertical shoe B2C website alone, everyone thought it was too risky and dissonic.

"in traditional manufacturing field, on strength and capital, I can't compete with big enterprises, but I have to find another way."

In Wang Jiancong's view, the combination of shoes and clothing industry and electricity supplier will surely bring industrial leaps and have huge imagination.

More importantly, "no one had done that before."

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insisting on B2C's shoe net, Wang Jiancong has his own reason.

On the one hand, from trade to website, he has accumulated more than 10 years' experience in dealing with shoe companies, and has established a strong supply chain.

"We are dealing with shoes every day, and dealing with so many shoe enterprises. What materials, price and cost can keep the shoes? How many times can this shoe be suitable for?

On the other hand, through the previous ten years as an electricity supplier's experience, the team has also been quite mature in technology.

differentiated "subtraction" competition /p >

everything is difficult at the beginning. It wasn't easy at the beginning. The website was not well-known, and the volume of pactions was not large every day.

In particular, more and more footwear B2C websites have been established from 2007 to 2009, such as good Lok, Lok Tao, shoe store and shoe net. Their advertising campaigns and frequent marketing campaigns have posed tremendous pressure on the shoe net. With the expansion of the shoes category, the shoe nets with double-sided attacks can only survive in the cracks.

In order to find a breakthrough, Wang Jiancong began his "subtraction operation".

first step is to seize the long tail market and competitors to become the international first-line brand. The shoe net will take root in the domestic brand, deep ploughing and meticulous work, compete in differentiation, and avoid losing price war.

The Jinjiang area, which is rich in resources of shoes industry adjacent to the shoe industry, relies on this "natural warehouse" to support the two or three line brand in Jinjiang. Through the vigorous development, there are more than 200 brands currently cooperating with the shoe net.

the shoe net also chooses to take light asset line, adopt the mode of cooperation with local brand, and only 20% purchases independently.

In 2007, at the beginning of the shoe line, a set of commodity management system was developed independently, and the docking system with the supplier warehouse backstage system was realized. Once the receipt was received, the supplier would be able to get the goods ready and deliver the goods at the first time.

This is quite different from the cash purchase method of many B2C websites. The shoe net does not need to build a huge storage system, but also greatly reduces the cash pressure on its free capital.

> "shoe net" pays more attention to value rather than price. It is located in the largest footwear sales square in China. The customer body should be all footwear brands, and the way to purchase and dump < a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a > can not be realized.

Wang Jiancong said.

however, the industry has had doubts about the model of "virtual library sale".

Three years ago, I had done a "virtual warehouse sale" Le Tao, because unable to control the latest information and distribution time of goods, frequent shortages occurred, which seriously affected the user experience.

Finally, we decided to change the way of cooperation with suppliers to "real warehouse sales".

In order to solve this problem, Wang Jiancong's trick is to train suppliers' sense of cooperation. "If they fail to cooperate, they will be eliminated," P said.

Relying on continuous optimization and supplier chain system, it built its own internal circulation system.

> the shoe net does not leave most of the old way of electronic commerce marketing "burn money". It focuses on student groups, wage earners and price sensitive customer groups of two or three line cities, and insists on doing precise marketing to raise gross margin.

For example, in the university campus to promote, let students shop on the shoes online, after the completion of the paction, then give them commission, in addition to the League of directors, shoes alliance and other diversified sales channels, do not need to pay too much cost, the use of network SNS platform to achieve a paction.

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Wang Jiancong P is most proud of his SEO team. He has been following him for more than 10 years.

From agent domain name business to now focus on making shoe net, this team has very research on Baidu and Google's search rule, and can do the corresponding optimization according to the key words of search engine.

"the experience accumulated over the years, our SEO strategy has already formed the overall plan and the deployment, we do not buy the rank, as long as the key word has not been advertised, searches in the Baidu (shoes), we certainly row first, this is one of our success factors."

strong > channel brand, not distributor

There are two types of vertical P B2C: distributors or distributors? Our goal is, of course, the latter. The core is to provide products with high quality and low cost.

Wang Jiancong is very determined.

While P is sticking to light assets, Wang puts forward the theory of "three high", that is, high quality suppliers, cost-effective products and efficient service.

"Because we are in it, we know this industry, not just open shop."

"the traditional electricity supplier invested a lot of money to advertise and get a short time traffic. After the successful financing of the plate, the market competition and the vicious competition of the price war with the peers can not be achieved."

"P > brand selection, Wang Jiancong has his set of standards.

"First of all, we need to see that their desire to cooperate closely with us is not enough and urgent enough, so that they will provide products with high cost performance, and then we will tap valuable products from consumers.

recently, the shoe net has re established the supplier assessment mechanism, eliminating more than 40 brand suppliers, such as high failure rate, low gross profit and low brand activity coordination.

"brand shoes, factory price" is the core concept of the shoe net, which comes from the brand's own pricing power. On the other hand, the personalized network brand that caters to the market demand will also be a heavy punch to the shoe net product.

"discount promotion" is just part of the shoe net. "Flash buying" is not the main business mode of the shoe net. We serve more good customers, such as new products, personalized and functional new shoes will be displayed on the shoes.

Wang Jiancong said.

customer experience is considered by Wang Jiancong to be the top three.

Every week, the staff inside the shoe net will analyze the difference between themselves and their competitors carefully and analyze the difference between themselves and their competitors.

In addition, the revised website homepage, refined photography, improved logistics packaging, modified distribution vehicles, from every aspect to the user's best consumer experience and services.

even if it is to digest inventory, we must also consider the maintenance of brand. Therefore, it is necessary to increase user experience and expand brand publicity. "For example, we launched the" limited time spike "and did not sell for a long time, but the same product, all those who participate in spike will leave an impression.

make shoes brand "Tmall" .

Wang Jiancong's subtraction operation has saved the strength of the shoe net in the fight of B2C.

In 2011, the shoe net completed the sale of billions of dollars, and the net profit after tax was 3%-4%.

After "P > financing, Wang Jiancong said he would not follow suit to build logistics himself, but to follow the trend.

"Look at the B2C that makes the dishes bigger, which is now easy to live, and the shoe net is the electricity supplier, not the logistics provider."

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financing will mainly be used to enhance user experience. This includes Jiancang, except Jinjiang, in the "a href=" http://www.91se91.com/news/index_p.asp "> Guangzhou" /a ", Wenzhou, Chengdu several shoe making bases, the establishment of three parallel sub warehouse, to achieve efficient arrival rate, and continue to invest in open platform.

"In the future, branding can not only sell shoes directly, but also make shoes online."

Integration into China's footwear "Tmall" is Wang Jiancong's greater vision.

for vertical B2C of single category, Wang Jiancong will not agree with the development bottleneck of "ceiling" in the future.

He said that in 2015, China's footwear B2C retail sales will reach as high as 160 billion yuan, even if we achieve tens of billions of dollars, it will only reach 1% of this total.

"It's not difficult to do this. It's mainly about how you do it."

2013, Wang Jiancong set the goal of 300 million years after tax sales for the shoe net.

In order to achieve this goal, the shoe net has begun to accelerate the pformation from the footwear B2C to the comprehensive B2C.

"Concentrated local sports in Southern Fujian and international front-line sportswear will be displayed on the shoe online."

Wang Jiancong revealed.

at present, the open platform system of the shoe net has been completed. After the open platform is mature, a large number of traditional shoes and clothing brands will be introduced to shoot the shoe net to open shop, so as to continuously expand sales performance.

Wang Jiancong said, "at present, the total number of active users of the shoe net has exceeded 2 million, and the average daily browsing volume of the website is over 3 million, with an average daily turnover of 3000 orders.

This flow can create greater value. "

"selling shoes is a" slow industry ", and the process of growth needs internal accumulation.

Wang Jiancong said, "this is the difference between an elevator and a staircase. Although walking slowly, it is very steady and steady for every step. Although the elevator is very fast, it will be very miserable if it falls down."