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Analysis Of Network Change In Traditional Women'S Shoes Market

2013/12/21 8:58:00 63

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Traditional Women'S Shoes Network Changes E-Commerce Platform

> a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > force camel super BELLE /p >
 referring to the layout of online sales platform, it is easy to find that more than 50 camels are covered by the electronic business platform. Only in Tmall, there are 6 "a href=" http://www.91se91.com/news/index_f.asp "brand flagship store < /a >. 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 on the line, men's shoes, outdoors, men's wear, women's shoes and leather goods are all good. Among them, there are three consecutive years, the first sales of men's shoes in the whole network and the first sales of outdoor clothing shoes in the whole network. More in 2012, the "double 11" single day store sold 100 million achievements, the development is fast and abnormal. 
 Li Feng, an analyst with shoes and clothing industry, said: "camels do not simply spanfer products from traditional channels to online channels. Instead, they 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 online shoppers, so as to minimize product development cycles 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. Camel has been widely recognized and accepted through the differentiation strategy of product and operation mode. Camel products have won championships for three consecutive years since 2011. 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. 
 not willing to bow to the high price and win the passenger flow 
Compared to the traditional BELLE, P has never given up the belief of "channel first". The high cost of store channels has made it difficult to lower the price of products. 
 white-collar Miss Liu said, "a few years after graduation, I bought a lot of special shoes, which are basically all brands of BELLE". Recently, I just started a pair of shallow high heels with a total of 100 minus 40, which is more than 500 yuan. This is anti season sales, not the hot boots and cotton shoes. "Can this be the normal level of the shoe price?" Beijing Commercial Daily reporter visited the mall to observe that the price of boots is now more than 1000 yuan. 
 recently, the UBS group published a report on the theme of the footwear industry in the mainland. It points out that some investors think 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 its shop products and pricing, the bank went to BELLE retail store in Shanghai and other online stores to buy BELLE products, and found that its fabric texture did not match all leather shop products, and BELLE price was more than 5 times. 
 "because of the brand preference, BELLE shoes have always been paid attention to," a customer said, "often take the lead in raising the price, 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. 
 strain market. Push the electricity supplier 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 the business of < a href= "http://www.91se91.com/news/index_cj.asp" > e-commerce < /a >, with a registered capital of RMB 10 million yuan. 
"P" is similar to the rapid development of China's online retail market. In recent years, online sales on Saturday also showed blowout. 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 make use of the brand advantage under its own line, take the online customers to the offline consumption, through the interaction of offline activities and online promotion to achieve the optimization of promotion and marketing, and expand the marketing channels of the company.