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Famous Shoe Store CMO Han Buyong Talks About Vertical Electric Business Development

2013/11/13 9:05:00 21

Famous Shoe Store Han Buyong Vertical Electricity Supplier

the shoe store has not got the same Tencent investment as many of the shoe salesmen in the B2C, nor has the same technological background as Le Tao. The founders have been doing shoes export for more than 20 years in Fujian. How did they claim to be a native? How did they find a place in the cracks? The following is the thought of CMO Han Buyong, a shoe store. 
 < img border= "0" align= "center" alt= "" src= "" /uploadimages/201311/13/20131113091856_sj.JPG "/" < > > "
 "when we first named the shoe store, it was to cut off the fantasy space." Han Buyong, the famous shoe store CMO, is self mockery of selling shoes in his lifetime. He deliberately gives himself a qualitative name to avoid excessive category expansion. 
 over the past few years, among the many B2C which sell shoes, the shoe store is indeed the smallest one with the smallest change of development route: good Lok buy is gradually becoming platform, Le Tao is mainly owned by its own brand, and the west street network has new distribution business. The core of the shoe store is always the online retailer of brand shoes. 
 under the dramatic changes of the electricity supplier environment, what will be the result that the shoe store will remain unchanged? < a href= "http://www.91se91.com/pioneer/" > Han Bu Yong < /a > said that simple and paranoid, changeless and changeless is the most effective way to resist complex competition. 
 why insist on selling shoes mainly .
 four years, the electricity supplier is changing. 
Han Buyong had a deep feeling on the way of P: "3 years ago, everywhere was fertile land." After several years of development, the electricity supplier's land is poor, or it is simply taken away by a large block. The Jingdong has grown from a small tree into a forest, and Taobao, Tmall and Amazon have covered lots of land. The space, soil and sunlight of vertical electricity providers are decreasing. 
 "in the past 4 years, the price of the mainstream advertising platform has increased 10 times. It's time for someone to fail to get an advertisement, and someone shouting sad days." Xu Songmao, the founder and CEO of the shoe store, has made a metaphor. The electricity supplier who burns money is bound to have a bitter life of "two sides". 
 the ecological environment has changed. Some vertical electric providers are also changing in order to survive. They expand the category to take the Department Store route to enhance the scale benefit: they only sell shoes, the conversion rate is too low, and the repeat purchase is too low. If you sell shoes and sell other products, the overall cost will decrease in the short term. 
Short term P expansion can alleviate the pressure of survival, but Han Buyong believes that this is a risky move. "Last year did not become a million class department store platform, then the time window has passed. The time window of the composite platform is basically closed. Under the brutal competition pattern, the platform that has not yet risen has no chance of success." 
 Fu is doing business very well. At this turning point in 2011, < a href= "http://www.91se91.com/news/index_c.asp" > name shoe library < /a > did not choose to make a larger department store platform, nor bold to own brand, but stick to the vertical B2C route of shoe sales. 
 "although it is a little bit of a bottleneck now, what I want to ask myself is whether this category has been done thoroughly. How is customer stickiness? Has supply chain management been enough and meticulous? Facts have proved that there is hardly any vertical electricity supplier that has really done so far, and those of us who do shoes business will not take the Department Store route." Han Buyong insisted that in the ecological environment of the electricity supplier, although the shoe store can not grow into a large forest, it can become a special tree. 
 selling shoes to the first /p > on the big platform.
 if you are talking about selling shoes, what is the guarantee of survival? This question is also testing the famous shoe store. 
 West Street Network CEO Guo Hongchi once said that vertical B2C has a high cost to users. The average cost per user is more than 100 yuan, and in the big platform price war today, the cost of maintaining new users is also very high. "The cost that Jingdong introduces a new user is 20, you are 100, you can't fight with others. You don't have so much money in your pocket to play with other people's sales activities regardless of cost. " 
Less than P, adding that the brand is not fully open to the electricity supplier. The main reason is the tail cargo handling, which causes the vertical footwear B2C not to be a deep category. So, shoes B2C live well, the key is to see who can get the best seller and sell it. 
 for this, there are four main tactics in the shoe store. The practice is very traditional and simple: let the goods run fastest and reduce the operation cost. 
 one is to insist on working with brands only. "In the past, we have been exporting for 20 years, and we firmly believe that only with brand partners can we do long-term business. Brand buyers like our buyers, we must support more than other people. " 
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 < --EndFragment-- > two is accurate, dare to buy large quantities of cash and reduce purchase cost. "Over the past 20 years of trade experience, we have strong control over the purchase of goods. We know how to sell goods and how to dump them. So we do not ask for the most complete category, and we want every item to sell well. 
 three is not a long product line, only selling best sellers. "Our SKU is not much, only 5000~10000, but this part is the best seller of that 20%. Therefore, our dynamic selling rate is high, category pressure is relatively small, and capital turnover is fast. 
 four is the first to enter the major open platforms, and closely integrate with the major platforms. Sales do not necessarily depend on the official website, but also enter the major platforms to open flagship stores. "Like selling shoes under the line, where to shop and where to shop." 
 Han Buyong analysis, cash purchases can be purchased at a low price, a small number of inventory risks are small, and brand relations can be closely linked to get the best seller, the large platform can be shipped more. Such operation is a virtuous circle. 
 it turns out that this road works. In 2011, Taobao sold 150 thousand pairs of shoes on singles day. Moreover, in the shoe category, the shoe store is the first sales volume in Taobao, Jingdong and Dangdang. "If the first sale of all platforms can't survive, then the whole electricity supplier will have" poison ". 
 wait for a good time /p >
 2012, there were some subtle changes in the ranking of < a href= "http://www.91se91.com/news/index_c.asp" > footwear B2C < /a >. Good Lok first ranks first in sales. Le Tao has made a rapid transition to its own brand, and has retired from the competition for the top name. The west street network is closer to the famous shoe store, and the subsequent development direction is similar. Excellent purchase network with the rapid rise of BELLE, the force is fierce. 
 industry analysis, in the early development of e-commerce, the competitiveness of the e-business is mostly reflected in the advantages of goods. The direct reason for the fact that there is a flow of money and the last exit from the campaign is that the founder does not know the shoes. "Smashing money and selling traffic came in, but goods will not be transformed." 
 the situation of the shoe store is just the opposite. The entrepreneurial team has no Internet advantage, but it has made shoes exports for 20 years. So when they are doing business, they do not hesitate to use other open platform traffic to make the goods to the extreme. "The total sales of good Lok is more than that of the famous shoe store, but the" good buy "goods are sold on the official website, and sales are smaller on other platforms. 90% of the products of the shoe store can be the lowest price in the whole network. When the official website is bought, the shoe store chooses to occupy a vast open platform. Han Buyong told the billion power network. 
 in the future, the core advantages of the shoe store will definitely be weakened when good Lok buyers and brands are bound to exert their efforts to open the platform. According to the current situation of the shoe store, there are two breakthroughs to accumulate to a certain extent: first, the sales of private brand will increase. The two is a breakthrough in the wholesale and retail business. 
 in fact, there is a successful case of sports retailing and wholesale under the line. The leading domestic wholesaler of sporting goods, Baosheng international, has close to 10 billion annual revenue, accounting for more than half of the mainstream sports market. 
 "online sellers are much more than offline. Only Taobao has hundreds of thousands of sporting goods sellers. In the short term, there will not be a big situation. It will take at least 3 to 5 years to integrate so many channels. Excellent purchase network is the super model to do, as long as the shoe store is guaranteed to be on the first tier, the pace of development should be healthy. Han Buyong said that the first round of financing for the shoe store was relatively early, and no investment was taken later. The pressure of speed and scale was not large. 
, therefore, for the present shoe store, the most important thing now is steady development and healthy survival. Han Buyong calculated an account: there are about 300 people in the team, and the cost of artificial operation is four or five points. 
 "we dare not put the hope of profit in the future. No one can tell which crocodile will take you away, so we must always keep" /p ".