Analysis of the Footwear consumer Web site

In 2007, the domestic business of footwear consumer E-commerce was real, and it was the second quarter of the Internet economic recovery. In the face of the dotcom recession, E-commerce ushered in a good development situation has never been, the largest online shoe sales in the United States Zappos model is a great success, no doubt. To the domestic enterprises into the footwear business enterprise injected a tonic.

Shoe NET relies on China shoe net in 07 officially landed in the footwear category of consumer field, in the same year August, online good music to buy operations, good buy and pat shoes NET is currently Chinese footwear consumer first batch of crab eating; After 08 years, Amoy, name shoe storehouse, Amoy show net, Amoy shoe net and so on came in successively, From 09 onwards, the consumer of footwear is all the way.

Footwear Network Shopping is the following clothing, home appliances, after the third major category of classification areas. According to Iris data statistics, 2010 Shoe NET buys the user more than 80 million people, expected 2015 Chinese footwear Enterprise's E-commerce retail sales will reach 160 billion yuan scale, along with the internet popularization and the net purchase consumption idea depth, the footwear electronic commerce may say has met the history best development inflection point. There are insiders bold prediction: Footwear Four years of conflict pattern, is expected to break within 2011 years, who can be the first to do 1 billion sales, who is the industry's big guy!

In the past 2010, the vertical footwear business enterprise sales of hundreds of millions of four, is a good buy, Amoy, Pat shoes nets, shoes, etc., into the 2011, the development of the footwear consumer significantly accelerated, the industry competition is increasingly fierce, Hundred Li International join hands Baidu Crazy 2 billion to build the excellent purchase net on July 1 officially on the line, the existing pattern of footwear is bound to form a strong impact or challenge.

The author combined with the footwear for more than four years of follow-up investigation, try from platform positioning, marketing model and supply chain, such as a full range of three aspects of the debate, the following personal views, for reference only.

Viewing from platform positioning

Good buy and Lok Amoy, are modelled on the United States Zappos operation mode, positioning shoes online vertical Mall, commodity structure to domestic and foreign first-line brand, high-end positioning, single product price high, consumer groups to white-collar workers in the main, the audience is broader, all kinds of occupations are covered.

Shoe-making network positioning in the mass consumer market, commodity structure to domestic one or two-line brand-oriented. Brand many and all, from the website display of the net products, product prices in 150 yuan, should be suitable for low-end consumer demand.

Personal comments: Good music to buy, Amoy are used higher end routes, high commodity prices, consumer purchasing power, but from the marketing level to see, because the high-end user professional group, so the accuracy of the advertising control difficulty coefficient high, conversion rate may be slightly lower. and Pat Shoes Network against its way, positioning civilian consumption, the audience face relatively concentrated, mostly student groups, from the marketing level to see, advertising direction of the control of high precision, and members will also have a larger growth space.

Look from the supply chain

From the supply channels, good buy, Amoy does not have channel advantages, now the international first-line brand channels of first-hand resources in the hands of competitors, is undoubtedly very dangerous. The author noted that Amoy has begun to solve this problem, launched a series of new brand, its market growth space to be validated. These two operating headquarters are located in Beijing, far from the brand shoe production base, and the space distance will certainly give the shoe goods purchase, goods into the warehouse to sell back and exchange and other links, resulting in a lot of time and cost of consumption, and shoe network adjacent to China's shoe industry chain is very developed business center-Jinjiang, according to the author understand such as Anta, special step, Hong Xing, Delhui, Jordan, 361 degrees, and so on more than 2000 shoe brands are here, known as "Chinese shoes are", no doubt from the channel, the shoe net more advantages.

Warehousing and logistics, good Lok Buy, Lok Amoy has been in Beijing, Liaoning and other areas to establish their own parallel warehousing. But the author believes that if the excessive to build parallel warehousing, will inevitably affect the use of funds, this year a good buy said about 80% of the financing used to do procurement and logistics, and the real use of the brand to promote the funds will be greatly discounted, thus affecting the pace of development. Pat Shoes Network is the main push generation mode, through the IT system and brand stores to take seamless docking, merchandise reunification by the supplier shipments, exposure in such a shoe industry chain scale area, indeed very convenient, save the procurement costs, do is completely without the business.

People comments: With the cost of billions of dollars to build a warehouse compared to the shoe net "big warehouse" strategy, perhaps it is worth recommending. The author believes that in the current footwear business enterprises to operate under the premise of capital, must not be burned into the land of the ground, footwear, the current financing of the most not only more than 80 million U.S. dollars, if too much to focus on the storage point of preemption, consumption of most of the internal force, will be dragged down the pace of

Looking from the marketing mode

Good music to buy mainly "hard" advertising mainly, by the crazy bombing of the marketing method, first-hand, also achieved a good effect, its marketing results need to rely on a large amount of advertising costs to maintain, and Lok Amoy at the beginning of the use of public relations + activities of the marketing model, achieved a good development. 2011 began online under the launch of large-scale advertising, the use of capital advantages of large-scale group buying activities, almost regardless of cost, through the large coupons to let the sale model to attract orders, but the expected, if these members did not produce two times, or even three to buy, this kind of delivery is basically wasted.

The shoe net is relatively low-key, good at SEO optimization and Word-of-mouth marketing, is recognized as the Footwear Industry optimization master, platform 60% of the flow is through the search engine, the average daily import of more than 100,000 IP; In addition, Word-of-mouth marketing triggered by the membership marketing, two marketing, etc., greatly promote the steady growth of platform traffic; Coupled with the application of microblogging innovation marketing, CPS's Alliance channel promotion, the shoe net pays more attention to the zero cost investment marketing mode, but the author thinks, because the competitor is growing rapidly, the shoe net even according to the annual "Turn over" the speed to grow, also feared to fall into the inferior position to be eliminated by the market.

Personal comments: Recently, shoe net a senior executive on Weibo said that "the electric business of the winter may come early, this is not a bad thing for us, because this bubble burst early, more conducive to the kind has done a lot of basic work of the company, we believe that the market is left with the core competitiveness of the company." There is a lot of fish in troubled waters and the market is broken by them.

The author believes that the current e-commerce is not a simple electronic + business model, the real e-commerce needs to be coupled with the promotion of capital, even if has done a lot of preparation work, Pat Shoes Network also need to rely on the power of capital, in order to get faster development. Even if you do a lot of basic work, competition in the rapid development of the situation, may also be eliminated.

The above analysis is only the current situation of the first three footwear, of course, there are some of the footwear of the rising star, such as the name of the shoe library, excellent purchase network.

The famous shoe storehouse, excessively relies on the activity public relations marketing pattern, through carries out the activity, the Industry Forum Summit and so on promotes own image, thus achieves the marketing promotion goal. Although in 2010 also known as the sale of billion, but the author believes that the name of the shoe library too rely on Taobao support, and its product positioning in the brand over the season or the backlog of goods, although the price has advantages, but this market is not big enough, the lack of product updates, inventory products are also easy to become two times inventory. But the recent news that it got Ali 100 million of the capital injection, the name of the shoe library with Taobao into a family, also solved the problem of being subject to Taobao.

To say that you buy nets, hundred Li external claim 2 billion, plus has wired the entity channel NET, more important is has many international first-line brand China District Proxy right, therefore news one releases, on good Lok buys, Amoy and so on international first line product main electric quotient, has the huge impact. And after the official online, Belle really began to blockade its channels, suspended its own brand staccato, Belle and other women's license. But it is noteworthy that the hundred Li before also has its own platform-Amoy show Network, but the operating results are not ideal, and Baidu is a few turn into e-commerce, but almost every time is drubbing and return. So for Baidu and hundred Li This joint, the industry is not very optimistic.

The competition mechanism is the market development law, the shoe type net buys the domain also to evade, somebody stands up, means someone must fall down, the survival of the fittest, the natural existence rule, equally applies. Remember, Alibaba, Mr. Jack Ma said when talking about Internet entrepreneurship: The Internet is the impact of human life in the next 30 years of 3000 meters long-distance running, you have to run as fast as a rabbit, but also like a turtle run.

Really is this, the footwear business four years fast run, many enterprises are dragged exhausted, high speed, means to the investment of huge capital, although a lot of electric business in front of people sounding, beautiful, in fact, behind the pain, his own clearest. The author guesses that none of the current footwear consumer is profitable. Then, when the profit, can wait until that day, is really an unknown, there are people joking in the industry, electricity business, not who is going to beat who, but the endurance of better, who live more time, who first fell, the last remaining natural is the winner!

Four years of dispute road, footwear, consumer, has been a group and up, placed in front of, only two road feasible, or symbiotic co-prosperity, or a solo show. Where to go, is not a person to calculate, to everyone's common control, common to China's footwear development and growth, and finally went abroad, this is the most important.