Ten Thousand Shoe Mall Yao Yao Talks About Chinese Shoe Enterprises Dealing With Electricity Supplier Bubbles

< p > Linghu Chong in Jin Yong's writing, his greatest characteristic is his precious character.

He has never been bound by worldly etiquette, and he will not mind if he thinks he is right, even if everyone in the world is against it.

For him, he only needs wine and music, and he who carries his loved one will live a long life.

In today's business world, Mr. Yao, who is known as "Linghu Chong" by Mr. Ma Yun, is president of Fujian Hengxin venture capital. He is the former president of Hongkong Hua Bang Group. He is highly praised by leaders such as Liu Chuanzhi, Zhang Ruimin, Li Shufu, Ma Yun, Feng Lun and so on.

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< p > recently, news came out: Fujian Hengxin venture capital's 10000 a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > mall enters O2O field.

After he became president of the listed company, he once again turned to the business model, and this time he focused on the 800 billion shoe market in China.

In fact, in the face of the future, Yao Yu's ambition is no more than this. If Alibaba's model can not be duplicated, then where is the core competitiveness of the shoe mall? Where are the obstacles for traditional enterprises to achieve O2O? Where is the development direction of the Chinese footwear market in the next five years? < /p >

< p > < strong > Internet can find out the key points so as to eliminate the bubble < /strong > /p >

< p > Q: Wan shoe mall is still unfamiliar to the public. Can you give us a detailed introduction of what is the next ten thousand shoe mall? What is its operation mode? < /p >

< p > Yao Yu: we regard it as "the largest footwear O2O mall in the world". The concept of O2O, as the name implies, is Online To Offline. We have our own independent shopping mall on the Internet. We have more than 300 monopolistic brands, more than 20 thousand footwear products, consumers can shop and shop through online shopping centers. Under the Internet, we have thousands of experience rooms, more than 3000 distributors and thousands of after-sales outlets in 28 provinces of the whole country, and consumers can experience shopping online through offline experience.

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< p > we have our own brand to produce on our own platform and sell through our own channels, which greatly reduces the cost and ensures the uniqueness of the brand. That is to say, the shoe brands of the future ten thousand shoe mall will not appear in any channel other than the 10000 shoe mall.

What we bring to consumers is higher cost performance, and it also leaves manufacturers with more profit margins.

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< p > this year double eleven people see only 35 billion of turnover, and the rate of return of footwear up to 40% is proof that our judgement is correct. Internet power needs to find more realistic focal points so as to eliminate bubbles. The industry is about to spawn change. The next new economic growth point will be born. The elephant's way is invisible, holding elephants and going all the way to the world.

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< p > < strong > the people who win the popular will will get the market < /strong > /p >

< p > ask: according to your introduction, < a href= "http://www.91se91.com/news/index_s.asp" > 10000 shoe mall < /a > is doing "big and all" in vertical footwear. Ma Yun once proposed "small and beautiful" to Taobao's strategic planning, that is, to make 1 million small and beautiful shops with annual sales of 1 million. What advantages do you think the 10000 shoe mall has on the whole?

< p > Yao Yu: at present, ten thousand shoe mall is "big and complete", not only in the category of shoes, but also in products.

In our survey, we found that the shoe enterprises in China are generally faced with this situation: lack of innovation in style development and imitation in the industry.

Small and medium sized brands aim at the bestsellers of big brands, develop new products with no time to take care of them, and are unwilling to fill market vacancies with innovative designs, resulting in the serious homogenization of the industry.

Many brands of our shoe mall abandon homogenization and rely on differentiated brand ideas, product positioning, international technology and so on.

The shoe shoe mall brings the brand-new product concept to China's shoemaking enterprises. Only by becoming a strategic partner of ten thousand shoe mall can it bring more profits and brand effect to shoemaking enterprises.

This is the first point of our product change advantage.

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< p > second is the advantage of channel pformation.

Most of the shopping malls and footwear counters in the country are covered by the top ten brands of footwear. The brands such as BELLE and 1000 have reached the market coverage of 100%. The harsh conditions of large retailers make it impossible for many local brands to enter the mainstream market such as shopping malls. The perfect combination of thousands of stores and online shopping platforms across the country has just broken the status quo of the industry, providing the most impact and cost-effective footwear products from the source to the terminal.

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< p > third is the advantage of interest change.

The brand manufacturers of Wan shoe mall are doomed to change the way of cheap competition as the main competition. The shoe mall brings branding to manufacturers, and more manufacturing and processing profits will be left to manufacturers.

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< p > fourth is the advantage of mode pformation.

At present, China's market is in excess of demand. Currently, the buyer's market is the main reason. The level of arrears between shoe dealers, retailers and manufacturers, and the free development of retailers and distributors by manufacturers, lead to terminal consumers unable to buy products with reasonable price performance.

And the shoe mall is only one step from terminal to source. Consumers will eventually choose a cost-effective shopping channel.

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< p > < strong > O2O rational marketing, user shopping experience will become more and more important. < /strong > /p >

< p > Q: we all know that there are two points in the age of electric business that determine the life and death of an enterprise. One is the low price strategy and the other is marketing promotion. So how does the 10000 shoe mall consider the price side and the marketing aspect? < /p >

< p > Yao Yu: now you go to the mall to see the price of shoes, I believe it will not be too low, there are many false high ingredients, but under such circumstances, domestic shoe enterprises are still facing a slowdown in sales growth and profit decline.

Ten thousand shoe mall from the source to the terminal need only one step, only this can kill a number of enterprises, so in terms of price, this is our advantage, we have a set of standard system.

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< p > electricity supplier burning money we have seen, how many business enterprises in China die on the road of promotion in a year, our pursuit is sustainable development, so we are more rational in marketing promotion, because we are not simply electricity suppliers, we pay more attention to the operation of O2O mode, the Internet platform will serve as a service front desk for us.

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< p > Q: the business mode of ten thousand shoe mall is O2O at present. Many domestic enterprises are doing O2O, but a lot of successful ones are still in the minority. Even many traditional enterprises are in a state of loss because of the test of water electricity supplier. What do you think is the obstacle to realize O2O? < /p >

< p > Yao Yu: a new model needs to be nurtured by the market. In the early days, many traditional enterprises gave us a lot of thought. Many enterprises failed in a short period of time in a short time. Why? Because of inadequate preparation and lack of experience.

Many traditional enterprises have opened a shopping mall on the Internet, and then have launched a burn type marketing campaign. The diversion has been successful in a short time, but once the marketing cost is cut down, the volume of traffic will drop rapidly.

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< p > in the past, the logistics speed of e-commerce is largely determined by whether consumers are satisfied with shopping. The development of e-commerce will more pressure on the logistics, and the wide application of O2O will greatly reduce the pressure of logistics.

The essence of O2O is consumer experience, not an isolated channel. The integration of business factors under online and offline becomes more important.

In the process of purchasing, consumers mainly purchase through online purchase - offline offline experience service - confirm purchase.

In these links, the quality of offline services directly determines the success of the paction, and the shopping experience of users will become more and more important.

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< p > Q: Recently, with the Ministry of industry officially issuing the 4G licence to the three major carriers, mobile access has become more and more popular. Many media have shouted the real mobile Internet era. How does this mall meet the arrival of the mobile Internet era? < /p >

< p > Yao Yu: the issuance of 4G license means that identification, location, electronic payment and other applications can make the 4G network more commercial value. Under the background of the mobile Internet era, ten thousand shoe mall will also keep abreast of the trend of the times. In a short time, we will also introduce APP, mobile payment, map and other related applications of Wan shoe city.

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< p > < strong > China shoes enterprises should build brand and move towards the world < /strong > < /p >

P: Q: the development of China's footwear industry has seen many unfavorable factors such as slowing sales growth and declining profits. What do you think is the main reason for the cold market now? How should the whole industry improve this situation? < /p >

< p > Yao Yu: in China, the footwear market accounts for 800 billion of the total consumption of 2 trillion and 300 billion of shoes and clothing.

As a big manufacturing country, China produces 10 billion pairs of shoes each year, accounting for nearly 70% of the total global shoe making. Under such huge data, China's footwear industry is still not recognized by the market at home or in the international market, mainly occupying the low-end market, and the domestic high-end market is still dominated by international brands.

Although exports are growing every year, profits are falling.

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< p > as a big manufacturing country, China can not produce the world's top international brands. Why do we occupy 59 seats in the top five hundred global enterprises, but we have no place in the one hundred global brands list. Why is China lacking commercial civilization and cultural heritage? < /p >

< p > the environment we live in now is a society surrounded by strong brands. Our daily clothing, food, housing and business are occupied by foreign brands such as Japanese enterprises, Korean enterprises, German enterprises, etc. these foreign enterprises occupy the lifeblood of China's economy.

At home, there are already 23 industries monopolized. Simply speaking, China's shoes are generally unlicensed, which is why we are so eager to do something to create a brand belonging to our nation.

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P: what do you think will happen in China's shoe market in the next five years? Can China's shoe brands become popular in the international market? What are your suggestions for the future development of small and medium shoe enterprises? < /p >

< p > Yao Yu: the future economy must be the integration of the real economy and the Internet economy. The two are indispensable. We seize this opportunity and create the blue ocean of footwear e-commerce.

Under the wave of double eleven, more and more enterprises are beginning to realize the development prospect of O2O. Tmall, Jingdong, Suning and Gome are covying this market. Next year will be a blowout year for O2O in China. The pattern will change in the footwear market, and the new king will be born.

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< p > with the listing of 10000 shoe mall, a large number of high and low price brands with high cost performance will appear. We will inject new vitality and understanding into these brands. No matter in the product design or product market positioning, we will reshape it. Through the promotion of our big platform, we will surely become a global bestseller brand and become a truly made in China.

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< p > in the next two years, under the three pressures from the international and domestic platforms, the traditional brand and small brand footwear products will be more difficult to rely on the traditional mode of operation.

Traditionally, orders can be obtained through intermediate traders, and profits will continue to be exploited. Manufacturers will be even worse.

China's shoe manufacturers should seize the opportunity, adjust the industrial structure and pform the development mode, so as to ensure the sustainable development of the factory.

In the past, the most urgent thing for manufacturers with regional brands is to establish brand names, direct the car through the channels of tens of thousands of shoe stores, and find their own position in the healthy industrial chain. Otherwise, the result of leaving China's < a href= "http://www.91se91.com/news/index_c.asp" > shoemaking enterprises < /a > must be eliminated or eliminated.

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P > conclusion: 2013 is on the way, and scholars say that only bubbles are broken and we know the existence of bubbles.

Chinese shoe enterprises are facing a turning point. How to keep a keen sense of smell in the changing market and how to save enterprises from fire and water and how to move forward steadily under the tide is a must for every entrepreneur.

The four major change advantages of the shoe mall are still waiting for the test of the market. Whether it is "small and beautiful" or "large and complete", Alibaba and Hengxin venture capital represent the leading enterprises of change and height. Different roads and people will always walk out of different worlds.

In 2014, we look forward to seeing Linghu Chong again. "/p".