Fujian Putian Footwear Enterprises Seize The Opportunity Of "Blowout" Development Of Electric Business.

When some sports shoes enterprises are still worried about creating cards, GUCCI's own brand of Tianlun, Mo Lei Kou Lei and other women's shoes has become famous in the major e-commerce platforms.

In recent years, Putian footwear enterprises in Fujian have caught the "blowout" development opportunity of the electricity supplier, strengthened the talent and marketing strategy, and established several well-known online brands.

In GUCCI's Tianlun warehouse, several workers are putting their shoes in boxes and labels, skilled and orderly.

Next to the warehouse is a small room with glass sliding doors, which is the office of Zhang Liquan, deputy general manager of Fujian GUCCI Tianlun Industrial Co., Ltd.

Standing in this shabby room, Zhang Liquan said, the office is much better than the old one.

In 2014, GUCCI Tianlun produced a fish mouth leather shoes priced at 178 yuan, with two links on the electronic business platform selling over 10000 pairs.

At that time, this achievement was a miracle of sales.

To this end, the Secretary of Commerce and Trade Bureau of Huizhou, Guangdong, specially led the team to inspect GUCCI Tianlun.

Because Zhang Liquan's office was too rough at the time, the other side could not even believe that he was vice president.

Zhang Liquan said, in fact, he is not deliberately frugal, but the development of enterprises too fast, has been buried in the rush ahead, did not take into account these problems.

Since its inception in 2011, GUCCI's Tianlong turnover has been growing at a geometric level.

From the first month sales to almost zero, by 2016, GUCCI Tianlun has developed more than 69000 distribution stores on Taobao.

141 distribution shops and more than 400 distribution shops of Jingdong mall, vip.com, No. 1 store, Amazon China, Dangdang network and other mainstream e-commerce websites have also opened brand flagship stores, directly driving 50 thousand people.

In 2016, GUCCI Tianlun brand shoes ranked Taobao's shoe category platform TOP10 (GUCCI Tianlun has several brands of women's shoes, such as the total number of all its brands, its turnover ranks first in the category of women's shoes category for several years in a row), and has become a key business of vip.com platform TOP10.

Zhang Liquan said that before and after 2010, Taobao is still a new shopping channel for most people. Many people's online shopping is impulse consumption.

Fewer people buy shoes on the Internet than clothing.

At that time, the women's shoes market was basically controlled by some traditional brands in department stores.

In the age of channel, the price of women's shoes in shopping malls is high, and a pair of shoes can easily be hundreds of dollars and thousands of yuan.

On the one hand, consumers are not complaining about high prices; on the other hand, with the younger generation after 80 and after 90 becoming consumers, the shoes in shopping malls are increasingly unable to meet their needs of personalization, diversification and niche.

At the same time, some foreign fast fashion brands are rushing to the mainland market, attacking young consumers.

In addition to the old GAP and so on, ZARA, HM and UNIQLO, which have emerged in recent years, have also become the new favorites of young people in China.

The fashion industry in China was quickly captured by fast fashion.

Zhang Liquan, who has been working in the fashion industry for many years, sees the fast fashion in the blue sea of women's shoes market. He resolutely returned to his hometown and founded GUCCI Tianlun with his family.

Compared with GUCCI Tianlun aiming at the market and taking the initiative, Mo Lei Kou Lei's creation is more accidental and passive.

Prior to the establishment of Mo Lei Kou Lei, Zhang Jianjun engaged in the local people called "ah" brand name imitation.

In 2009, an unprecedented effort to crack down on investigation and operation was launched in Anfu market.

Zhang Jianjun passively pformed himself and set up his own brand, Mo Lei Kou Lei.

Looking back, 2010 is the best time for online brand creation.

According to the related data of China industrial information network, in 2010, the scale of China's online shopping market was 800 billion yuan, and by 2016, the figure had reached 5 trillion yuan.

During this process, a large number of Putian independent brands, such as GUCCI Tianlun, Mo Lei Kou Lei, Lei Ying, shield fox, Luo Chi, AU&MU, and so on, have risen rapidly.

In the interview, GUCCI Tianlun and mollurey Lei attributed the most important factor of their success to the opportunities of the times.

Unlike the external imagination, GUCCI Tianlun does not have its own factory and design team.

As a brand operator, it only guides and checks the design and quality. The specific design and production are entrusted to the production enterprise, and even the brand advertisement is also done by the distributors.

Zhang Liquan positioned himself as "cake cutter". How to cut the cake and make everyone satisfied on the chain is the key point of his thinking.

"We only do what we are best at, R & D, operation, management and packaging."

Zhang Liquan said.

Compared to GUCCI's Tianlun and Molly Kou Lei,

There is also a more "light" company in Putian.

Born in the mainland of the United States, the United States, tailored for the shoe business services, last year, helped more than 10 service enterprises to achieve network sales revenue of 400 million yuan.

The footwear industry has been entrusted to the general manager of the United States, not only with famous brands such as Yin man and Chu language, but also internationally renowned brands such as SANTA BARBARA POLO & RACQUET CLUB, Italy kangaroo and Snoopy.

Yin man and Chu language are the two largest women's clothing brands made by an Internet apparel company in Guangdong.

In the first two years, the company and the United States and the United States, by the United States and the United States, the company wholly hosted the design, production and network sales of Yin men and women's shoes.

After a year of careful operation, the company successfully helped two brands sell online shoes, with sales of nearly one hundred million yuan, and won the recognition and trust of customers.

Through professional analysis and judgment, Hui Mei company can make a commodity planning plan for each brand shoe manufacturer six months in advance, including color matching, category, quantity, shipping node and so on, and even accurately how many pairs of shoes are produced in each batch and every day.

"We already have a strong market forecast capability with an accuracy rate of over 85%.

In the first half of last year, we predicted that there would be a warm winter phenomenon, so there was no order for a pair of boots, which proved to be correct.

Liu Jianjie, general manager of Putian Hui Mei company, said.

From the early "online sale of shoes" to "get a pair of shoes, you will know which platform will sell well", and now "data analysis guide shoe manufacturers to produce and stock up". Now, the United States of America has provided personalized e-commerce services for many brands, becoming a truly "high power provider".

"There is always a pair of shoes in a woman's shoe cabinet. It depends on whether your pair has touched her."

Zhang Liquan said.

From the beginning of brand creation, GUCCI Tianlun always regards consumer demand as the top priority.

Once there is a problem in the market, the management first looks for the cause from the product.

In 2015, GUCCI's sales volume was not satisfactory.

Zhang Liquan put down his work and came to Nanjing Road, Shanghai.

Standing on the busy street, he was watching the flow of people and reflecting on his products.

In the observation, Zhang Liquan found that the current consumer groups are mainly concentrated in the "post-1980s" and "post-90s".

For these two groups of people, GUCCI's shoes are conservative in design and high in price.

After returning to the company, he immediately directed the manufacturer to improve the design and further subdivided the product line according to the consumer group.

After adjustment, the products of "80" and "after 90" accounted for 30% of the total, and the products for "70" and "00 after" accounted for 20% respectively.

Soon after, sales of GUCCI Tianlun really regained its momentum.

Timely detection of problems and rapid improvement is the winning weapon of GUCCI's Tianlun road.

"Compared with big brands, our advantage is small, fast and fast."

Zhang Liquan said.

Like GUCCI,

Business is not going smoothly.

At the beginning of the brand, the design of Mo Lei Kou Lei mainly refers to some famous international brands of red shoes.

Red shoes are famous for their long, high heels and red soles.

However, in China, the similar design is not acclimatized. Because of the low acceptance of high heels of more than ten centimeters, the number of products sold by Moore is more than a few million yuan.

However, management did not give up and rebuilt the product according to market demand, and finally won the hearts of consumers.

After 2015, the marketing environment of e-commerce platform is also changing quietly.

Taobao and other electronic business platforms have made strict restrictions on home page advertising and drainage. Single brand and single category advertising can only be controlled within a certain proportion.

For Fujian Putian shoe companies, which have always been well-known for marketing, this change has great impact. GUCCI's Tianlun and Mo Lei Kou Lei and other enterprises have to cope with multi brand strategy.

Mo Lei Kou Lei develops from the original single brand to the 26 brands now.

General manager Zhang Qi said that business operations always encounter various problems, but as long as we stick to it, we will always find a way out.

Through diversification strategy integration, Zhang Qi predicts that the turnover of 2017 will be a great step; Liu Jian Jie looks forward to that Hui Mei company will grow more than 10% every year. If it develops fast, it can even become a brand investor through acquisition, holding, share participation and so on. Zhang Liquan is preparing for the next tipping point cross-border electricity supplier. At present, there are two Chinese and English versions of GUCCI Tien Lun's shoes.

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