The Network Changes In Traditional Women's Shoes Market Are Quietly Making Efforts.

As an independent woman from camel brand. shoes Brand, camel women's shoes quietly become the sales champion of women's shoes in the past "double 11" and "double 12". Past Traditional women's shoes BELLE and Daphne, which had a steady market share, were caught up. The network change of traditional women's shoes market is quietly making efforts.

　 　 Electricity supplier force Camel super BELLE

Referring to the layout of online sales platform, it is not hard to find that camels currently have more than 50 stores covered by electronic business platform, and only 6 brand flagship stores in Tmall. Both have vertical electric business independent B2C mall, but more focus on power betting of major platforms.

Looking at the layout of camel brand, the 5 categories of men's shoes, outdoor wear, men's wear, women's shoes and leather goods are all good. Among them, there are three consecutive years, the first sale of men's shoes in the whole network, the whole network outdoor. clothing Shoe sales are the first. More in 2012, the "double 11" single day store sold 100 million achievements, the development is fast and abnormal.

Footwear and clothing industry analyst Li Feng said, "camels do not simply transfer products from traditional channels to online channels, but aim at the consumption characteristics of online shoppers, and carry out various innovative designs, so that these products are more suitable for the consumption characteristics of Internet users, and try to reduce product development cycle and react quickly." At the same time, in the supply chain, camels try to reduce the intermediate links, and send products to the consumers in the simplest and fastest way through the form of warehouse in the large area, which also greatly reduces the cost. Camels have been widely recognized and accepted through the differentiation strategy of product and operation mode. Camels have been recognized since 2011. Clothes & Accessories Products won the championship for three consecutive years. With the dual advantages of online, offline, brand, capital, resources, and logistics, we can quickly make marketing layout in the whole network and plan the competitive strategy among many traditional brand predators. Camel women's shoes have become the inevitable trend in the tide of brand development in recent years.

Refuse to lower the head and win the high price.

Contrasting the traditional trump card BELLE, it has never given up the belief of "channel first", and the high cost of store channels has made it difficult to lower the price of products.

White collar Miss Liu told reporters, "graduation years bought a lot of special shoes, basically are all brands of BELLE", recently just started a pair of shallow high heels 100, minus 40 after more than 500 yuan, which is anti season sales, not the current hot boots, cotton shoes. "Can this be the normal level of the shoe price?" Reporters visited the shopping mall to observe that the price of boots is now more than 1000 yuan.

Recently, the UBS group released a report on the theme of the footwear industry in the mainland, pointing out that some investors believe BELLE has a strong brand effect and is confident that it will not be hit by cheap and low-quality products on the Internet. Therefore, in order to distinguish the difference between BELLE and online stores in products and pricing, the bank went to BELLE retail stores in Shanghai and other online stores to buy BELLE products. cloth BELLE's price is more than 5 times that of its online shop.

"Because of the brand preference, BELLE shoes have always been paid attention to," a customer told reporters, "often take the lead in raising prices, and then provide a large discount." This is undoubtedly a strategy to enhance short-term profits. But in the long run, customers may not be impressed by the promotion. Just like the present Hua Tang shopping mall, BELLE has 62% off of its anti season products, and there are not many customers actually. The price of BELLE sandals is RMB 798 yuan, at 62% off, the actual selling price is 303 yuan, compared to the Internet, and the shoes of the same category are only 80-278 yuan.

Contingency market force on Saturday

On the one hand, the traditional sales are cold, and the other side is the increasingly hot electricity supplier. More and more traditional brands are starting to push the expansion of e-commerce. Earlier this month, Foshan footwear Limited by Share Ltd announced that in order to adapt to the diversified market structure and expand the company's sales channels, a wholly owned subsidiary was set up to specialize in e-commerce business, with a registered capital of 10 million yuan RMB.

Similar to the rapid development of China's online retail market in recent years, on Saturday, Online sales Also blowout development. In 2011, its online sales revenue was 27 million 225 thousand yuan, and in 2012, this figure has surged to 107 million yuan, an increase of 291.6%, which is far faster than other channels. But before this Saturday, the main purpose is to cooperate with the third party e-commerce platform to carry out online retail or group buying business. With the expansion of online sales and become a new growth point, more and more traditional manufacturing enterprises begin to operate business independently. For the establishment of the electricity supplier subsidiary, on Saturday, it said that the starting point is to integrate multi-channel resources and achieve the full channel sales of all brands. "Today, brand and service have become an important driving force for the development of the industry. The electricity supplier is no longer just a channel, but a part of integrated services. The company needs to integrate online, offline, including brand, experience and marketing."

But the announcement also said that the online channel system optimization and operation with operators need some time. In addition, the O2O, which is linked by force and online, is one of the starting points for the establishment of an e-commerce company on Saturday. On Saturday, we hope to bring online customers to offline consumption by using the brand advantage of their own line, and promote the promotion and marketing optimization through the interaction between offline activities and online promotion, and expand the sales channels of the company.