Three Days To Sell Twenty Thousand Pairs Of Shoes, Old Shoe Enterprises Online Counterattack!

Recently,

The group's "China made goods and goods online" activities swept the thick Street enterprises.

In this encounter, the 20 year old Chien hung shoe industry, founded in the thick street, founded its own brand "Rock bear" after two years of "labor pains", and finally achieved counterattack.

"The 3 day event sold 20 thousand pairs of shoes, which is equivalent to the total sales in the past year."

The two generation "successors" tend to trade.

In fact, for foreign companies with long-term foundry, it is indeed a difficult road to create brands and sell them domestically.

Guo Zhengjin, chairman of Qiao Hong, recalled that he had made shoes for 50 years. Around 1985, he once completed 300 million years of sales of 300 million pairs of shoes and export of $3 billion 600 million in Taiwan.

With the increase of labor cost, Qiao hung moved to Houjie in 1994, and laid a good foundation for gold ten years.

"At that time, profits almost doubled, and a pair of shoes could make a pair of money."

However, this "good day" ended abruptly after the financial crisis. In 2008, Qiao Hong's profits fell by 15% directly.

"The price of a pair of shoes is about $5, while the retail price of exports is 6 times or even more than ten times."

The weakness of export market has led Qiao Hong and other OEM enterprises to create their own brand and network sales.

At the end of 2013, Qiao Hong invested 23 million yuan to open another production line, officially registered his own brand "Rock bear", mainly in slippers and snow boots.

Guo Zhengjin said that the brand of "Rock bear" was mainly founded by his two sons.

The two generation of "successors" is more inclined to trade, that is, to pick up orders and send them to Southeast Asian manufacturers to earn intermediate profits.

However, Guo Zhengjin said, because the main OEM shoes of Qiao Hong are mainly slippers, there are not many process materials, and they are exported to Southeast Asia. The pportation cost is not high, and the middle profit is relatively large. But for some shoes with more complicated skills such as leather shoes and sandals, it is not recommended to trade, because the efficiency of Southeast Asia is lower than that of the mainland and 1/4, plus the high pportation cost, it can not make money in Southeast Asia.

Physical store encountered embarrassment, online attack

It is understood that the current "Rock bear" sales channels are mainly concentrated in the electricity supplier.

Previously, Qiao hung had opened a physical store, but sales were not very satisfactory.

"One of the reasons is that many domestic consumers prefer to spend hundreds of dollars on an imitation product, and they do not want to spend more than 200 yuan on genuine leather and unknown brand."

After encountering a "cold spot" online, Qiao Hong quickly contracted production costs and attacked the online market.

In order to enhance the added value of the brand, the packaging design, after-sales service and other aspects have been promoted. For example, specially invited Taiwan designers to make illustration designs for "Rock bear", and employ the Brazil model spokesperson with high salary and exaggeration.

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"Now is the brand stage."

Guo Zhengjin said frankly, "Rock bear" and Qiao Hong OEM products are almost the same production materials and costs, but the price of OEM products in the US market is more than 3 to 6 times the "Rock bear", which is the added value of the brand.

Although the "Rock bear" is only a small part of its weight, Guo Zhengjin firmly believes that with the improvement of the popularity of "Rock bears", the development of independent brands will be the ultimate direction of enterprise development.

However, let Guo Zhengjin headache, the current "Rock bear" products are facing the problem of "fault", "Rock bear" products are mainly based on summer beach drag and winter snow boots, first, in spring and autumn, they are faced with "no goods to sell" market predicament, because the same door will adjust products in the future, and introduce some simple processes.

Enrich product line and increase brand connotation.

E-commerce said zero inventory became the biggest attraction

Not only is Qiao Hong's "Rock bear", but the reporter understands that many of the "first born" foreign brands own preferred brand sales channels are electric providers, such as Hua Guo electronics's "light Zhai Zhai" series of new products, after the completion of research and development of products, they are also mainly driven by the mode of electronic business sales.

The reason for this is that the biggest benefit of the Internet is that it is expected to achieve zero inventory, which is very attractive to the "original" brand.

On the one hand, with the development, standardization and improvement of the electricity supplier's economy, the mode of low cost and big market has been recognized by more and more enterprises. On the other hand, many foreign enterprises are faced with problems such as high inventory and insensitivity to the wind direction of sale terminal market from the zero inventory of the processed products to the self-supporting brand, and the Internet distribution method can handle these problems well.

Insiders pointed out: "e-commerce platform also needs brand support, setting up online brand is the key to success or failure of e-commerce channels".

For enterprises, the cost of electricity supplier channel accounts for only a small part of the investment.

The establishment of brand requires enterprises to invest a lot of money and spend a lot of time on online promotion, so there are not many enterprises that can make profits in the short term.