Zhejiang Shimen Women'S Shoes Exert Their Local Advantages And Work Together To Expand The Electricity Supplier'S Grand Plan

After more than thirty years of development, more than 680 shoe enterprises have gathered in Shimen.

This year, the output of women's shoes in Shimen will exceed 60 million pairs, and the output value will exceed 8 billion yuan. The number of women's leather shoes will account for 35% of Zhejiang's total and 20% of the whole country.

At present, Shimen's Tongxiang shoes manufacturing industry ranks first in Wenzhou, Chengdu and Guangzhou, ranking fourth in the country, and increasing at an annual rate of more than 20%.

Especially in this year's weak market environment, the footwear industry in Shimen has grown at a rate of 70%.

Shimen has become an important industry of the private sector of the economy in Tongxiang.

In September this year, Shimen was also awarded the title of "famous Chinese women's shoes town" by China Light Industry Federation and China Leather Association.

In order to better serve local enterprises, a footwear trading platform, which is controlled by Shimen town government, integrates R & D, trading, e-commerce, logistics and warehousing, has been officially launched in Shimen Bay footwear city.

Have to say, under the line, Shimen women's shoes are constantly improving production and sales mode.

However, by the extrusion of the economic environment, the living space of the traditional industry is narrowing, and it is imperative to take the road of e-commerce.

Shen Kunlin, the old secretary general of Shimen Footwear Association, is almost witnessing the ups and downs of Shimen footwear industry, and is familiar with the operation of local shoe companies.

Referring to e-commerce, Lao Shen has been thinking about it for a long time: "although no specific statistics have been made, many enterprises are operating through different platforms. A good year has a sales revenue of 15. 6 million, and it can be put into the whole industry."

During the visit, reporters strongly felt that shoe companies were eager to integrate into the platform. However, many traditional shoe companies expressed their longing for the deep-rooted traditional marketing mode, unfamiliar with the new environment, and the particularity of footwear.

Sample 1: electricity supplier test water mixed with joy

To see reporters, Shi Hongtao of the spring and autumn shoe industry described his experience of touching the net with "mixed feelings".

Five or six years ago, he did not know what e-commerce was. He went to Wenzhou on business for a while.

After returning home, Shi Hongtao did not pay attention to the orders placed by the other side. Instead, he introduced the business to friends who made shoes with him.

In 4 months, the friend sent twenty thousand or thirty thousand pairs of goods to Lao Lin.

After Shi Hongtao beat the thigh regret: so efficient, placed in the traditional sales model can not imagine.

He said this is the first time to see the charm of the electricity supplier.

Later, at the other end of the network, Shi Hongtao witnessed the miraculous miracle of old forest. Now, the annual sales revenue of Lao Lin can reach about 80000000 yuan.

Although he has always been an important supplier of old forests, Shi Hongtao still hopes to reproduce such a miracle.

2 years ago, Shi Hongtao's registered shoe brand "dream romance" was launched on the Tmall mall.

"The whole operation is mainly outsourced to an operation company in Jiaxing, and the spokesperson is asked to pack the brand."

But sometimes the reality is so skinny, though there are backstage factories, but business is poor in two years.

"Counting the costs, this year it is estimated that we should lose hundreds of thousands of dollars."

Similarly, why do we sell shoes online? Why is the gap so great? Shi Hongtao said frankly, there are successively a beachhead market. What's more important is the hidden rules hidden behind the network sales platform: small shops enjoy little activity, and all kinds of points, all kinds of operating expenses and their own stock also make shoe enterprises overburdened.

"A pair of shoes may have 10 sizes according to their color size. In order to avoid inventory, they can only use one way to deliver goods."

Even so, Shi Hongtao never wanted to give up the big cake of the electricity supplier. He just thought about the breakthrough.

"I want to quit Tmall next year and go directly to C store."

Shi Hongtao said that the C store has a lower threshold and many people around him are doing business.

Now the enterprises have planned new land and are building new factories.

"To be in

We must sink our hearts. "

Shi Hongtao sent his wife to Taobao University for two training and gained more new ideas.

In the new plant, he also planned a Ministry of electronic commerce, ready to set up a special team, and select skilled workers to set up a pipeline for network orders.

"Online order to shoe shipment, as long as 5 hours."

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Sample two: "create two generation" to change the electricity supplier dilemma

Now Shimen women shoes electric business presents a very special phenomenon, the operator is "create the two generation".

In 80s and 90s of the last century, the parents opened up the territory of women's shoes, and now they follow the traditional rules of marketing.

But unlike the "two generation", they are more willing to accept the new media of e-commerce, hoping to inject vitality into the industry in a more modern way.

Jiaxing Sheng Dan Li Shoes Co., Ltd. is the leader of Shimen women's shoes. In fact, it has opened up the territory of the electronic business platform.

"Electricity supplier development is an inevitable trend."

Zhong Hongxing specially registered a brand "Fishing Song", mainly through network sales, but because there was no special person to take care of it, the brand didn't work well.

In the past two years, Zhong Jie, who graduated from University, began to take over business slowly. He first looked at e-commerce.

In the second half of this year, the company set up an e-commerce department and invited a professional team.

Electronic commerce director Qian Fei, after several trade-offs, decided to put the focus of the company's two brands, "Cartier crocodile" and "Jasmine", on the "vip.com" platform.

Qian Fei said that the two brands have some influence in the market, while vip.com has less promotion links than Tmall, which is more suitable for the company's current team structure.

Months of operation proved that the move was right.

In the past, the output value of Tmall could be about 1000000 yuan a year, but this value was easily broken in one or two months.

For women's shoes, although there are many "acclimatized" channels, such as the size and comfort requirements, the return rate is high.

But Zhong Jie is more interested in the advantages, "women shoes online sales time is obviously longer than the line, the wind vane that can be reflected from the line can be implemented in time, and at the same time, online bigger and stronger brand is obviously easier than offline."

According to this development trend, Qian Fei said that the value of online sales could exceed 230 million yuan next year.

The company also plans to achieve the synchronization of women's shoes online and offline through 3 years of operation, so that the sales volume of the network will reach 50% of the total sales volume.

However, when he visited the "blue ocean", Zhong Jie and several other Shimen shoe companies' "two generation" mentioned a problem: professionals are hard to find.

Li Shaojie, director of the electricity supplier of Jiaxing sunny Shoes Co., Ltd., said that the biggest difficulty is that the artists and operators are hard to recruit, and the recruits are hard to retain.

Sample three: take a road different from that of my father.

Young Li Qingyun is also a "two generation", but with the unique idea of e-commerce operation, it has embarked on a completely different way of running with his parents.

Qingyun leather shoes factory was founded by Li Qingyun's father for more than 20 years.

But until she graduated to work in the factory, the enterprise still did not have an independent brand.

Li Qingyun, who knew nothing about business, began experimenting with e-commerce with his father's support.

"You can pay a lot of tuition fees."

Li Qingyun said with a laugh that he had registered the brand "Bruno" for Tmall, and had also found an operation team specially, but failed in the first month.

Li Qingyun did not give up and reorganized the group again. "The candidate is really important."

Today, there are more than 10 e-commerce teams in shoe factories, covering all aspects of promotion, customer service, warehouse management and operation.

This year, Li Qingyun's "Bruno" has entered the double "eleven" sub field. Although the record is kept secret, the smile from her face is very impressive.

"Now the electricity supplier sales volume has accounted for more than 6 of the total sales volume of enterprises."

Li Qingyun also mentioned the most common problem in Internet sales, inventory digestion.

At this time, the shy girl showed a stubborn way, "can not put hope on the price reduction, this can only be caught in a vicious circle."

Li Qingyun chose to break the 800 equal three party platform to clear the goods.

Extended thinking

Although the "net" of women's shoes in Shimen only stays in the stage of trial and adaptation, it is necessary to build the women's shoes industry into a pillar industry in Shimen.

Faced with the dilemma, how to change the thinking and find a solution to traditional shoe enterprises has become an important issue before them, which is also the focus of the government's attention.

Shimen, deputy mayor of Lvliang, said that the Shimen town government will adopt a series of measures to integrate traditional women's shoes into the electronic business platform as soon as possible, so as to realize the O2O mode of online and offline linkage.

For example, the shoe industry city of Shimen Bay, which will be built immediately, will open up a specialized e-commerce service platform, which will provide a one-stop service for business enterprises to integrate procurement, warehousing, distribution, customer service, recruitment, training and financing to solve the contradiction between convenient online pactions and complicated offline businesses, so as to promote the circulation of product economy and shorten the space of the upper and lower industrial chain.

In the light of

In the development of talent shortage, the government will also attract special talents to retain talents through special support policies.

At the same time, the government will focus on promoting the creation of regional brand of Shimen women's leather shoes, and work together to improve the influence of online and offline shoes.