Electric Dealer "Magic": two days to sell 50,000 pairs of canvas shoes

Xinhua Shanghai, March 3 (reporter Kaoshaohua) Shanghai, an obscure private shoe-making enterprise, after years of foreign trade orders own brand domestic OEM and other arduous attempts, in the past two years began to choose to New E-commerce Web site OEM production of canvas shoes, Results unexpectedly opened the door of Wealth: 2011 Site orders up to 2.3 million pairs, enterprise annual output value exceeded 140 million yuan.

For this cloth shoes online shopping miracle, experts said that the booming e-commerce is to the domestic traditional manufacturing industry to bring new opportunities for development and growth of space, and accompanied by the emergence of some large network retailers, traditional chain retail industry or will face challenges in the tide of E-commerce.

Electric Dealer "Magic": two days to sell 50,000 pairs of canvas shoes

On Acer Shoes Co., Ltd. is located in Shanghai Jiading Malu, formerly known as Shanghai Hui Li Shoe Factory Dahong branch. "Back" is China's first fashion plastic shoes brand, 2000 when the shoe industry to apply for bankruptcy, on the Acer shoe industry in December, the transformation of private enterprises. For many young netizens who like to buy online in China, there are quite a few rage canvas shoes on the internet in recent years.

Wang Hu Qilong, chairman of the Acer footwear industry told reporters, the company initially mainly to do foreign trade orders, in the meantime also tried to push their own brands, but did not succeed in three years. From 2003 onwards, the company has become one of the fixed-point manufacturers of logistics, for many years to supply the Army products. At the beginning of 2010, e-commerce enterprise Vancl (every customer sincere goods) to find the door, request to its OEM products. At that time the first order is 50,000 pairs of shoes, did not expect delivery two days after the sale of light, where the orders are more and more large, 2011 total orders reached 2.3 million pairs, on the Acer shoes when the annual output value reached 140 million yuan, which is also the fastest growth in corporate performance of the year.

According to Hu Qilong introduced, in recent years by the decline in foreign trade and raw material costs, such as the impact of major factors, domestic footwear industry is generally facing difficulties. 2000 years or so, Shanghai has similar to Acer shoes such as shoe factory nearly 40, but in recent years many enterprises due to operating difficulties have been closed, and currently retained and on the same scale of the macro-footwear industry only in five or so. It is through to every customer to do the foundry, on the Acer shoes to become the main supplier of canvas shoes, the current customer orders have accounted for the company's total order volume of 70%-80%.

Where the relevant person responsible for the site said that the 2011 site total to achieve sales of about 4.5 billion yuan, the annual sales of 70 million products, of which only a canvas shoes on the sale of 5 million pairs, the supply of Acer shoes accounted for nearly half. 2012, the number of customers to the Acer shoes industry is expected to increase the volume of orders.

Network retailing becoming a new channel of traditional manufacturing

In the opinion of experts, on the Acer shoes "next to the net rebirth" is only in recent years E-commerce led to the development of domestic traditional manufacturing a microcosm. With the popularization of electronic commerce, the emerging network retailer is becoming the new marketing channel and growth space of traditional manufacturing enterprises.

Research institute Eric Consulting Statistics, 2011 China's online shopping market transaction size reached 773.56 billion yuan, accounting for 4.3% of the total retail sales of consumer goods, internet shopping users reached 187 million people, accounting for the 41.6% of China's PC users. 2011 China Online shopping market, "clothing Shoes and hats category" accounted for the most, the market share of 26.5%.

"The rapid development of E-commerce is changing the existing production and sales of traditional manufacturing and even enterprise operation mode." "Brand Marketing planning company Goutain Technology founder Expressway to reporters that through cooperation with E-commerce platform, the traditional manufacturing industry in reducing procurement costs to reduce labor costs to expand supply channels to improve operational efficiency, and more directly to the consumer and other aspects of a significant increase, and thus realized for the enterprise" burden ", so that enterprises" lighter. "

Expressway that, especially with a certain scale of e-commerce sites, is becoming more and more traditional manufacturing enterprises to get rid of heavy load of the operation of the powerful propulsion force. such as the Yangtze River delta, such as the Pearl River Delta, many factories are receiving orders from large E-commerce platform, through the cooperation with E-commerce platform, the business situation has undergone a qualitative change.

"The electrical business enterprise needs to have the stable source of supply, the source is the electricity business enterprise normal Operation Foundation." Where the customer and on the macro-footwear cooperation, just can meet its needs in this area, so as to ensure the stability of supply. "China E-commerce Research Center Network retail Department analyst Mo Dai, said in an interview, because it is a large number of production, on the electricity business site in the cost can save a lot, in terms of profit more protection." And for footwear generation factory, rely on well-known electric business enterprises, in the profit is also relatively considerable, at the same time can use such a platform to build their own visibility.

"In the future, the cooperation between electric enterprises and such traditional factories will continue, and there is a surplus of production capacity of footwear enterprises, and cooperation with the electric operators can alleviate this problem." The cooperation between the two is mutually beneficial and can promote mutual progress. Mo Dai Green said.

Traditional retail industry faces challenges

"The Electricity business website proposes the product demand, lets the generation factory fast OEM production, then relies on the low price strategy, sells through the network to the massive user, produces the massive transaction total." "In the internet age, this kind of" light Company "pattern is becoming more and more popular, is praised by many electric business enterprises. In the development trend of electronic commerce, the traditional retailing industry will face the fatal challenge of the shrinking of the user turnover trade.

Shanghai Business School Professor Gu Guajian, director of Shanghai Chain Management Institute, said on the Acer shoes to every customer prudential products a year 2.3 million pairs of shoes show that the current in the domestic traditional retailers and manufacturers lack an effective combination of traditional retailer's business method is still relatively single, the goods are not different, and do not want to assume the risk of business in advance , if the goods can not be sold off and then returned to the manufacturers. Now, some new network retailers have combined the concept of OEM (foundry), and have the funds and users, can take risks, so they dare to the traditional manufacturing enterprises to order.

"On the one hand is the rapid development of network retailers, on the other hand, many traditional manufacturers also began to open their own shop, do network sales, new network retailers and manufacturers of changes are giving traditional retail enterprises a huge impact." There will be new changes or a consolidation in China's commercial retail sector, but the organizers of the integration may be network retailers, not traditional retailers. "Gu Guajian said.

In this situation, Gu Guajian that chain operation has been developing in China for many years, it is urgent to upgrade to a strategic level to see the changes in its mode of operation and technological innovation, otherwise destined to be in the development tide of E-commerce encounter impact.

In the face of the serious challenges brought by E-commerce, domestic retail industry has recently begun to gradually accelerate the pace of expansion of online business. The Ministry of Commerce recently released the "Twelve-Five" period to promote the development of the retail industry guidance, also pointed out that will encourage large retail enterprises to open online shopping malls, to promote on-line trading and online trading integration and interaction, which is considered "to the domestic retail industry into e-commerce market opportunities."