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Brand Shoe Enterprises Build Network Market

2011/5/26 15:03:00 82

When 2010 was regarded as "the first year of development", and in the history of e-commerce development, most people did not know that footwear products were the main force in the contribution of e-commerce market share, and the brand shoe enterprises were eye-catching.

According to the China Electronic Commerce Research Center, the scale of online retail market pactions in 2010 reached 513 billion 100 million yuan, double that of 2009.

This data reflects the trend of rapid development of e-commerce online shopping market in China.

In the survey conducted by the AI consulting firm, "online shopping users purchase commodities most frequently", footwear also ranks first in clothing and luggage products, occupying more than 1/3 of the online shopping market share.

An internal research report obtained by an investment agency recently showed that footwear in 2010

online shopping

There are more than 80 million users, and the output value of footwear e-commerce is more than 20 billion yuan.

In the about twenty billion yuan market, most of the shares are divided by brand footwear companies, such as BELLE, Hayes, PepsiCo, Adidas, Nike, Lining, KAPPA, Puma, PEAK,

AOKANG

And many other traditional footwear brand touches the net contribution.

Therefore, the analysis of traditional brand enterprises

Electronic Commerce

The mode is of great significance to the later or other wait-and-see shoes.

"According to our research on the footwear industry and the situation of serving customers through ShopEx, the traditional footwear brands enter the electronic commerce mainly by three ways: the first is to build a network marketing platform and self marketing; second, with the help of the third party online shopping platform, and the third one is the cross between the two sides, and jointly push forward," Lee Zhong Wei, President of Shanghai business group (ShopEx) Technology Co., Ltd., told an interview with the China Commercial Daily reporter.

According to the statistics of ShopEx, 80% of the traditional footwear enterprises enter e-commerce, and third of them choose the form of third party outsourcing or part outsourcing collaborative services, including BELLE, Lining, Hayes and PepsiCo.

Corresponding to Li Zhongwei's method, according to the reporter's understanding of e-commerce in footwear enterprises, the shoe brand "touches net" form can be divided into two categories.

One is the brand exclusive e-commerce mode.

In this kind of mode, foreign brands are represented by hathai passengers.

With the help of ShopEx, HTEC has promoted the management of customer order management, warehousing and logistics optimization in the backstage of the online store, while setting up the front desk of the B2C online shop with personalized and international style.

At the same time, Hayes has introduced B2B business to build and expand its distribution system, such as cooperation with distributors such as Jingdong mall and shop No. 1, promoting sales of products through multiple ports.

Domestic brands are represented by BELLE, PEAK PEAK and Lining.

For example, the BELLE shoe industry has an official online shop called "Tao Xiu net", and Lining has established "Lining official mall" and so on.

Then the brand integrated mall e-commerce model.

The foreign representative enterprise is Zappos, which started the e-commerce project in 1999. By 2010, sales volume has exceeded 1 billion US dollars, and it is the first brand of the world footwear comprehensive mall.

At present, Zappos has created a free mode of delivery and return, and promises not to return goods at any time.

And the domestic brand comprehensive mall representative enterprise mainly has the shoe net and other brands, such enterprises have one thing in common is specializing in selling shoes, and also famous for selling genuine brand shoes.

Brands like Nike, Adidas, CONVERSE, Newban, Puma, Reebok, Crocs, clover, Lining, and so on can be purchased from these online brand integrated stores.