Interpretation Of Two Key Words For Shoe Enterprises To Take The Road Of E-Commerce

According to China Electronic Commerce Data from the Research Center, China's online retail in 2010 market The transaction scale reached 513.1 billion yuan, double that of 2009. In the survey of "online shopping users most often buy goods" conducted by iResearch, footwear products rank first alongside clothing and luggage products, accounting for more than 1/3 of online shopping market Share.

　　 Brand shoe enterprise Rio Tinto e-commerce market

I came from a family investment According to the internal research report of the organization, there were more than 80 million online shoppers of footwear in 2010, and the output value of e-commerce of footwear exceeded 20 billion yuan. In the market of more than 20 billion yuan, most of the shares are shared by brand shoe enterprises, such as Belle, Haitaike, PepsiCo, Adidas, Nike, Li Ning KAPPA、Puma、 PEAK, Aokang, etc.

Take Jinjiang, the "shoe capital", for example, Anta is the first shoe enterprise in Jinjiang to conduct e-commerce network Marketing It is reported that in 2010, it cooperated with Taobao, Paipai and Taoshoe.com. The online retail sales reached nearly 100 million yuan, and the network became the third largest sales platform of Anta after exclusive stores and supermarkets. Last year, Anta sports stores exceeded 7000, with annual sales exceeding 7 billion yuan. Ding Shizhong, CEO of Anta, said that Anta has entered e-commerce in an all-round way this year.

Another famous brand of Jinjiang shoe enterprises, Tebu, has raised e-commerce to the position of enterprise strategy. Tebu's access to the Internet can be traced back to July last year. In July last year, Tebu cooperated with Taobao and selected the distribution platform of Taobao to carry out e-commerce business. In just eight months, the sales of online distribution increased from zero to 50 million yuan, which is a miracle for Tebu (China) Co., Ltd. Special attention has been paid to e-commerce, and e-commerce has been raised to the height of enterprise strategy. After special investigation, it is found that high school students and college students, as the main group of online shopping, are willing to buy new and unique products with good quality and low price online. E-commerce can not only expand the sales channels of enterprises, but also cultivate young people's awareness of brands. With the help of online consumption experience, it can also spread brands and improve brands. In 2011, Tebu set the goal of online distribution sales to 200 million yuan, and plans to cooperate with vertical platforms of shoe industry such as Taoshoe.com. In the next five years, e-commerce business will account for 10% of the company's sales. Special step has raised e-commerce to the height of enterprise strategy, with clear ideas and specific plans for future development.

Since the launch of e-commerce business in 2009, e-commerce of 361 ° brand has made great progress. At present, the online sales of 361 ° brand ranks among the top of local sports brands. Especially last year, 361 ° jointly launched marketing activities with new series products of Taoshoe.com, and jointly launched the "fire of love lights up Asia" 361 ° fire of love lights up the Asian Games marketing plan with Tencent. It has become the first enterprise in China to start the Asian Games marketing, and is still popular today.

Many second and third tier brands of Jinjiang shoe enterprises have set up e-commerce departments to vigorously carry out e-commerce business, such as PEAK, Kangta, Delhui, and Buzhiba. They want to show their strength in e-commerce and share in the online shopping market.

　 How to stabilize the e-commerce path for shoe enterprises

"I want to Traditional enterprises Our boss said that e-commerce is developing very rapidly, and online retail must be an important part of the business model. We should not discuss whether traditional enterprises should do e-commerce and online retail, but how to do it. " The words of Hu Chenrong, the director of Belle E-commerce, seem to be sounding the rallying point for footwear enterprises. How to meet the baptism of the e-commerce era has become a realistic problem for Chinese footwear enterprises, and the author believes that there are two key words that deserve special attention from footwear enterprises. {page_break}

　　 One taboo: follow the trend blindly

There are great differences between online media, so it is necessary to monitor and measure the target audience, expression mode, marketing effect and other aspects of the shoe enterprises themselves. If they want to go online as long as they have online service projects, or copy the "successful" experience of others' online marketing, they will often "ride the blind horse, and enter the deep pool at midnight". In fact, the online marketing of shoe enterprises also needs to be planned. Each shoe enterprise has different customer types and expected effects of activities, so the selected online marketing methods may be very different. If there is no analysis, planning, strategy, blindly engage in network marketing, the results will be more than worth the loss.

At present, our shoe enterprises' marketing service websites, especially the proxy network product service providers, generally lack comprehensive marketing support. The main focus is to absorb profits and expand development, rather than care about the fundamental interests of the shoe enterprises. If we cannot provide effective and targeted services for the shoe enterprises from the perspective of the shoe enterprises. In general, these service providers can only be profit takers of shoe enterprises, not builders. If the online marketing of shoe enterprises is just to build a website today, change the Chinese domain name tomorrow, and promote the products the day after tomorrow, the result can only be to constantly revise the website to achieve the goal of "others have, I also want to have", and its blind operation can not really implement online marketing.

In fact, today's online marketing platforms in the shoe industry have been flooded with good and bad ones, so shoe enterprises should consider taking a targeted view on the platform with their own customer groups, selecting the best to enroll, seeking first and fighting later, so as to truly achieve the expected purpose of building online marketing.

　　 Second taboo: opportunism

When more and more online shopping addicts appear, some shoe enterprises choose online marketing, but those who are familiar with traditional marketing channels are eager and cautious about online marketing due to the particularity of shoe products, and tend to skimp on the water, or try online marketing in a cat fishing way, trying to "take advantage" of the blue sea of online marketing channels, Profit from it. Therefore, some people who have achieved temporary success by means of cleverness and tricks have become industry benchmarks.

However, modern consumers are becoming more and more intelligent. They choose online shopping not only because of its convenience and benefits, but also because they want to get honest services and the feeling of genuine goods. Therefore, only by considering customers, being single-minded and providing considerate services, can we break the bottleneck of online marketing suspicion and estrangement, and effectively promote low-cost online marketing to the marketing of shoe enterprises.

At any time, brand is an occupation of consumers' mental resources. As the saying goes, in order to compete with consumers and channels, enterprises trying to enter the online shopping market must re-establish the business model and promotion method suitable for online marketing, adjust the internal workflow, etc. Of course, the extent and pace of ideological emancipation must be determined by the overall strategy of the enterprise. Nowadays, online marketing is showing extraordinary vitality and potential, creating all kinds of possibilities, and opportunities are always reserved for those who are prepared rather than waiting. When the battle of the physical terminal burns to the network, the virtual world becomes not "peaceful", and the people who win will only be those who are good at "grabbing".