Saturday Shoe Industry Explores Net Red P Economy Suspension And Reorganization

In recent years, net red has become popular on the Internet. On Saturday, the shoe industry has been suspended and reorganized. Now it is exploring the net red IP economy, hoping to find a way out through this way.

Recently, domestic

Middle and high-end brands launched a live webcast on Saturday at the Limited by Share Ltd 30 national gathering store.

In July 16th, in the SATURDAY MODE brand collection store in Beijing, 6 net red beauty performed a second speed dress show.

At the same time, a total of 30 net red men and women in the country's SATURDAY MODE (brand collection store) live in cross dressing, only the "long legs Sister Flowers" this pair of net red on the "live broadcast" attracted about two million people to watch its live costume show.

Behind the eyes of the handsome men and women, the "disguise show" of capital operation is also staged.

On Saturday, in early July, it announced that it would make a total price of 370 million yuan by acquiring shares and paying cash, and acquire a 80% stake in fashion FX (294 million 400 thousand yuan), a 70% stake in Beijing Shixin (77 million yuan), and at the same time raise the matching funds by an inquiry method of not more than 195 million yuan.

On July 19th, it announced on Saturday that it continued to suspend business because of "communication on the audit of issuing shares to buy assets".

On Saturday, He Jianfeng, the director of the twenty-first Century economic report, first disclosed the purpose of the company's merger and Acquisition -- put forward a new development strategy and create a fashionable IP ecosystem. Now the product retail era has been completed from the product era to the channel era, and then to the evolution of the IP era.

With the advent of the IP era, traditional business marketing thinking is also changing.

"By building the" FIP ecosystem ", the revenue source of the future will be realized from the sale of a single private brand in, to the realization of advertising marketing, the cash sale of brand products, the realisation of IP content marketing and the capital return of investment incubation IP project.

He Jianfeng said.

FIP mode drainage

Planet Six has more than 2000 offline sales channels.

As of June 2016, its SATURDAY MODE (brand collection store) has 60 stores, and the sales volume of single stores is 3-5 times that of department stores, and plans to increase to 100 by the end of 2016.

He Jianfeng pointed out that net red refers to those groups that can gather fans and influence at the same time on the Internet. Fashion IP can also be regarded as net red. They can incarnate a brand to create goods.

This is also a way of marketing drainage on Saturday.

According to the announcement, Saturday is going to build three platforms: FIP platform, media and social platform, online and offline integration platform.

At the top of the net red economic chain, the fashion tattoo will directly cooperate with the company on Saturday. With the financial capability and advantage of the listed companies on Saturday, as well as the brand effect of people, we can build a whole supply chain in the future.

For example, a certain net red on the hatching platform is an American fashion designer.

The acquisition of the above two targets is the foundation for building a platform: on the one hand, it can create IP content, and on the other hand, it can attract users.

With retail sales entering a new stage, Saturday's intention is to achieve IP operation and business upgrading through the acquisition of these two targets.

Looking at all aspects of KOL (Key Opinion Leader, key opinion leaders), all play a role in affecting the purchase of fans.

For example, Zhang Da Yi, who was born in Ruili model, opened a shop in Taobao, with a turnover of several hundred million a year.

And on Saturday, we had tasted the sweetness of the net red economy. Before a store opened on the same day, it brought 10 tens of thousands of people to the public through the live webcast. At the same time, the sales performance on that day was very good. "The future store is online and offline integration, and every shop will be a live room in the future."

He Jianfeng pointed out.

"As long as we do the model, the sales volume is not a problem. The future store will eventually turn into an open and buyer platform."

Marketing related people on Saturday said that in the future, it is not necessary to use heavy inventory to do the work. It is also hoped that customers will experience online shopping and achieve marketing through online shopping.

Revenue decline "forced" marketing reform

Public information shows that fashion von Xun and Beijing Shixin respectively operate Onlylady women's and Kimiss girlfriends online two female fashion online media, both of which have fashion IP content production and communication capabilities.

As the growth rate of online brands has slowed down in recent years, many famous brand groups such as Yin man and Korea have launched plans to set up entity experience stores online.

The marketing pformation of traditional footwear industry is almost instantaneous.

According to the 2015 annual report on Saturday, the company achieved operating income of 1 billion 642 million yuan during the reporting period, down 6.60% from the same period last year, and realized a total profit of 33 million 220 thousand and 800 yuan, down 37.68% from the same period last year.

Faced with the difficulty of increasing sales of fashionable goods and the decline of passenger flow in traditional department stores, the development strategy on Saturday had to be changed.

The existing marketing channels on Saturday are mainly traditional physical stores and e-commerce sales, including offline shopping centers such as department stores, shopping centers, and online shopping platforms such as Tmall, vip.com and its own websites.

However, from the overall consumption situation, clothing sales in department stores in the first half of 2016 decreased by 2.8% compared with the same period last year, the growth rate was 5.8 percentage points lower than that in the same period last year. The overall retail sales growth of Tmall and other e-commerce channels slowed down overall.

In the context of brand line shop diversion cost bottlenecks, retail O2O mode is also faced with the traditional offline shop differential competition, on Saturday, it also took the initiative to continue to adjust marketing channels in 2015, new stores mainly brand collection shop, the sale of its brand shoes, fashion accessories and independent designer products.

But with the current

The IP assets represented by various kinds of assets are hot, and many capital flows into the net. The net brokerage companies are also emerging one after another. There is still tremendous competition pressure on Saturday.