Exploring The Vertical Group Buying Of Women'S Shoe Groups In The Second Tier Cities

< p > < strong > adhere to the position: the "appetite" is not big "/strong > < /p >.

< p > > a href= "http://www.91se91.com/news/index_c.asp" > women shoes group < /a > was founded in 2011, headquartered in Chengdu, positioning vertical footwear group buying, products focus on footwear clothing bags, the main "super low value".

Yuan Zulei, general manager of women's shoes group, explains that there are two main reasons for choosing this category: < /p >

< p > first is the birthplace advantage, because the company operates in Chengdu, and Chengdu is the capital of Chinese women's shoes. "3 of the 4 pairs of shoes sold in China are produced in Chengdu, so we will have great advantages in the supply of goods."

< /p >

< p > second is the resource advantage of the industry. The head office of the women's shoe group is engaged in leather supply in the < a href= "http://www.91se91.com/news/index_c.asp" > shoes industry < /a >. Therefore, we know very well about the industry and footwear products. "We think we are more confident in doing what we are familiar with and good at."

< /p >

< p > Yuan Zulei said that since the establishment of more than three years, the women's shoes group has been sticking to the focus of positioning and category, and has never been shaken and adjusted.

He said that although vertical group buying has always been limited in terms of user coverage and category expansion, it mainly depends on the size of a website's appetite.

"We don't care about quantity, nor how big the scale of profit is. We only want to make steady and continuous profits."

< /p >

< p > < strong > women shoes group insisted on buying shoes, supplemented by a small amount of clothing, home textiles < /strong > < /p >

< p > however, as a small and well known group buying website, the women's shoe group has to face the fact that consumers are losing trust due to lack of trust.

Yuan Zulei admits that for this problem, women's shoe groups can only gradually establish user trust through product quality and service quality.

< /p >

< p > Quality of goods depends largely on the quality of suppliers.

Yuan Zulei introduced that women's shoes group mainly valued the reputation and user recognition of suppliers in choosing suppliers.

One of its main audit criteria is the evaluation and evaluation of Tmall's shops, while some of the inferior businesses are gradually being eliminated. According to his disclosure, the elimination rate of female shoe companies is around 30%.

< /p >

< p > > strong > Taobao < a href= "http://www.91se91.com/news/index_c.asp" > Tmall < /a >: short frequency fast mode < /strong > /p >

< p > Why do you want to grab customers from Taobao, Tmall and Jingdong? Yuan Zulei said that the "big and complete" characteristics of large platform products led to an obvious problem: the time cost of consumers shopping for goods is too high.

< /p >

The basic principle of < p > short frequency fast mode is "less commodity and faster renewal".

Yuan Zulei introduced that although the volume of women's shoes is small, it will ensure frequent updates.

According to him, at present, the number of women's shoes is controlled by about 600, but the main products are changed once a week.

< /p >

Another advantage of P > quick updating of goods is to mitigate the influence of hostile merchandiser.

Yuan Zulei introduced that the group buying industry has a more serious malicious documentary phenomenon.

"Once there is a good selling style, there will be N groups buying the same styles over the next 3 days, and the price is very low."

< /p >

< p > he analyzed that this is because some suppliers participate in group buying just blindly pursue sales, and have no awareness of channel and price control, so the above situation will happen.

In response to this problem, in addition to the rapid updating of commodities, another key measure is the choice of suppliers.

"In the future, we will choose businessmen who are more brand oriented and have more stringent control over prices and channels."

< /p >

< p > at present, among the more than 130 suppliers who cooperate with women's shoes group, the brand business is about 60~70.

< /p >

< p > < strong > Common Distress: traffic costs soar < /strong > < /p >

< p > like many group buying websites, the shoe group is also facing the problem of high traffic cost.

"The cost of new customers in the first two years is still about 3 yuan, and now it has risen to around 12 yuan."

At present, the marketing cost of women's shoes group can basically account for over 30% of its total sales.

< /p >

< p > Yuan Zulei predicts that with the shuffling of group buying industry, subsequent drainage difficulties will gradually increase.

In order to save costs, the women's shoe group currently chooses the way to cooperate with vertical group buying navigation.

"In the future, we will continue to cooperate with Sogou navigation and Baidu, but now we should not invest in this area, considering the ratio of input to output."

< /p >

< p > however, there are also some problems in cooperation with vertical group buying navigation.

On the one hand, the traffic entry of many group buying navigation is a gimmick with the key words "19 yuan" and "less than 39 yuan".

The customer base with no bottom line and low price drainage is bound to be of low quality and only low price. On the other hand, group buying navigation still has fake goods list.

< /p >

< p > Yuan Zulei said that if these two problems were not contained, it would be very likely that bad money would drive out good money. The websites and products that had really cost effective were not interested, but ultimately hurt the consumer experience.

< /p >