Chinese Shoe Enterprises: Enhance The Sales Force By Electronic Commerce And Upgrade The Footwear Industry

With the popularity of P < a > Internet < /a > and the continuous emergence of new application technologies, the challenges and impacts of traditional business models have become more and more obvious. More and more enterprises have joined in the ranks of channel innovation and upgrading. Among them, the use of e-commerce platform to enhance sales ability is one of the measures adopted by many traditional enterprises.

The shoe industry is no exception. The famous enterprises that have won the "real leather logo" have become more prominent and become representatives of the upgrading of the industry's e-commerce channels.

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< p > according to the statistics of China Electronic Commerce Research Center, in the first half of this year, the scale of China's online retail market has reached 754 billion 200 million yuan, an increase of 47.3% over the same period last year. E-commerce has become an increasingly important sales channel for traditional industries.

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< p > in the face of the depressed industry situation, the sales mark of "leather logo" leading shoe king AOKANG in 2012 also declined, but in e-commerce, it achieved a year-on-year growth of 275.86%, and the momentum was swift and violent.

The enormous pressure under the net prompted AOKANG to speed up the integration of online and offline businesses.

In September this year, AOKANG announced that it will take the lead in launching new "shoe free franchised stores" in Beijing, Shanghai and Hangzhou next year.

"The process of selecting shoes, trying on clothes and placing orders will be completed online."

AOKANG chairman Wang Zhentao said, "no shoes store" is not only an innovation in experience marketing and channel mode, but also a breakthrough in reducing inventory effectively, controlling costs and changing mass production in traditional footwear industry.

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< p > according to the introduction, AOKANG entered the online market in 2008, created the official online shopping platform of AOKANG, and set up an e-commerce operation Department.

The company also connected the online shopping platform with the supplier's purchase system to achieve cross regional cargo pfer.

After a year of online shopping platform, AOKANG electricity sales exceeded the annual sales volume of excellent entity stores, and the cost is much lower than that of physical stores.

In addition to the self built platform, AOKANG entered Tmall in 2010, and the online sales of the company reached 220 million yuan in 2012.

At present, AOKANG has been distributing at Tmall, shop 1, Dangdang, good Le buy and other electronic business platforms.

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< p > BELLE, as the leader of the "leather logo", has more than 10000 shops in China. Its e-commerce strategy and performance are also in the leading position in the industry.

In 2011, BELLE invested $two hundred million and launched the excellent shopping project. In recent years, it has accelerated the pace of e-commerce development.

In March this year, BELLE renamed the excellent purchase network and bought the fashion mall, expanding the location of the mall.

In August, excellent shopping mall announced that its parent company BELLE international would like to realize the integration of online and offline businesses.

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< p > "BELLE group 153 warehouses logistics warehousing and distribution system software development, are now implemented by the excellent purchase network, and launched the offline store POS system in August. After it is completed, it will be implemented in 18000 stores nationwide."

CEO Zhang Xuejun, a shopping mall in BELLE, said that after the online and offline integration, the 18000 outlets in about 300 cities could send express delivery on the Internet.

According to BELLE's plan, online price can be 10% to 15% cheaper than offline.

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< p > "really making O2O is not easy, such as how to allocate financial calculation, how to cooperate with supply chain, how to pform warehousing and logistics."

These are problems that need to be solved within the group.

But we are going to work in this direction, and we have the capability to do that.

Chen Baofen, deputy general manager of Daphne e-commerce and customer operation Department, who is the winner of the "real leather logo", said that Daphne will try O2O in big cities this year. Consumers can place orders online, pick up stores and store orders, which will be shipped by the EC department.

Chen Baofen also said that making O2O is not only a question of how a group can meet consumer needs, improve customer experience and create more revenue, but also upgrade the system.

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< p > it is learnt that Daphne, one of the shoe companies of leather logo, started the business of electric business as early as 2006. Compared with its "mass shoe king" status, Daphne's share of the electricity supplier may not be as good as that of the entire 1/10. However, for Daphne, who opened the market with "Street store" mode, Daphne's electricity supplier plays a decisive role in order to increase brand exposure and attract young customers.

In recent years, after the operation of brands and consumers and the integration of resources within the group, Daphne electric business is eliminating barriers and returning to a steady profit business mode.

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