Quanzhou Happy Street Small Shoe Shop Explore Enterprises Find "Mother Family"

The happy street in downtown Quanzhou has a large number of "amphibious" online and offline. shoes Stores compete directly with millions of online stores. In this era of "brand is king", the unnamed Quanzhou small and micro network providers have found a way out: registering regional brands collectively, opening up the "regional channel" on line and sharing traffic.

At the second Haixi international network Festival recently, the relevant leaders in Quanzhou informed the sales volume of the network from 1 to August this year, totaling 55 billion yuan, an increase of 36%. Quanzhou has more than one hundred thousand online shops.

It is understood that the Quanzhou online retail association was launched jointly by Quanzhou happiness online store and related network operators. Zhang Wenji, the responsible person, said that the haze of shoes and clothing inventory has not dissipated. For hundreds of shops that have been engaged in shoe wholesale business for many years, the difficulty of seeking profits has increased. Similarly, as the online business is on the "Red Sea", the cost of cleaning up inventory products through the Internet is getting higher and higher. According to relevant data, at present, the cost of obtaining an effective registered user in Jingdong mall is up to 254 yuan, while the total cost of each user in the entire electricity industry is 180 yuan. Compared with traditional large-scale enterprises, Quanzhou's small and micro enterprises are often in a passive situation when they enter the online platform, and commissions, discounts and advertising preferences can not be mentioned.

Because of this, at the end of last year, the Quanzhou online retail association tried to integrate all the small shoe stores on happy street to carry out the marketing of regional brands of "Min pin Hui". "Since last year's line up, the effect of regional brand is obvious." Zhang Wenji said that this year they upgraded the specifications of the regional platform, and assembled more than 400 enterprises. The products involved also extended from original shoes and clothing and bags to 116 categories, such as food and dry goods. Because of the regional characteristics and the further deepening of cooperation with Alibaba, the operating cost of small shops has been further reduced. "The participating enterprises have been covered from happy street to Jinjiang and Shishi district. In the future, Jinjiang will build warehousing and logistics in Chai Tai and happy street, and work together with the small shops under the regional brand of" Quanzhou flavor ". Zhang Wenji said that in the future, they also hoped to continue the fame of "Fujian commodity exchange", but participating enterprises must meet two conditions: first, the enterprises in the Quanzhou region must be second.

Quanzhou is a famous shoe and clothing market, and such fame must be made good use of. In addition to online small shops to build regional brands collectively, Quanzhou also opened a large-scale online promotion campaign with Quanzhou regional characteristics for the first time in late August and early September this year. More than 1000 products, from shoes to clothing, bags, many categories, in just 4 days, the direct sale of about 30000000 yuan inventory, and this led to about 14000000 yuan of related sales, a total of about 40000000 yuan sales, so that many enterprises tasted the sweetness.

"Rather than It is better to open up a regional special channel and strengthen marketing when breaking away from others. Quanzhou's clearance results are much higher than those of other regions. Quanzhou E-Commerce Association responsible person said that Quanzhou's strong price advantage and brand advantage of origin become the highlight of the clearance sale. "A total of nearly 500 companies signed up for online regional clearance." Quanzhou economic and Trade Commission responsible person said that this is the first time that Quanzhou has used the online platform to help enterprises clear up sales in the form of regional collectives. Compared with offline clearance sales promotion mode, the consumer body that enterprises can face is more abundant. It is reported that since last year, the Quanzhou economic and Trade Commission has organized several promotional activities of Baoquan, which helps hundreds of Quanzhou enterprises digest their inventory.

" Regional collective brand The application also has minefields. Relevant marketers remind that Quanzhou's regional economic characteristics are remarkable. However, no matter whether it is online collectives marketing or online cooperation in Quanzhou, the most important thing is to maintain the gold content of regional brands, to control the threshold, not to let inferior products or individual unscrupulous businesses damage regional brands. In this regard, it is necessary to attach great importance to the leading bodies concerned.

In this regard, Zhang Wenji said that they will introduce third party testing agencies to jointly check the quality of products on the line. Although they focus on small and micro shops, but no brand does not mean that there can be no threshold, management involvement in the enterprise's product checks are indispensable.