Electricity quotient "death" accelerates: King defeats the change of the consumer pattern of vertical footwear

January 29 News, I believe that familiar with the electrical business of friends, the whole vertical footwear manufacturers are facing countless casualties, turn, change, death, disease, and reluctantly seek to "marry" to describe the most appropriate but. Vertical footwear After this round of "shuffle", now in the domestic electricity companies to Tencent deep investment "good music buy", the rich two generation hundred Li's "excellent purchase Network" and 2012, the first to obtain Goldman Sachs Group and Haina Asia Tens dollar financing of the "shoe net", the formation of vertical footwear consumer first camp pattern.





in the face of a slump in the big environment, want to survive the vertical footwear business enterprise must have a unique place, stable solid foundation of the internal strength, take a sustained and healthy development line, with strong enough. Then let us together on the good music buy, excellent buy nets, shoe nets three shoe companies, in the vertical footwear, the first camp of the current situation and development trends for discussion. Mainly from the user access volume, sales, platform transformation, innovation model and capital side investment, such as 5 aspects of analysis.





access to the user is kingly?





we live in a variety of online advertising information surrounded by the era, in the fast-paced, high-frequency, full load of the case, the user gradually to fast, safe, well-known electronic business site to generate trust. and the appliance business enterprises, do everything to improve their own web site UV, PV, IP, in order to traffic for the road of money and effort. 2012 Vertical Footwear Consumer electric dealers experienced passes hurdles test, at the beginning of the new Year in 2013, from the domestic authority of the Data Research institute Alexa know, to pat the shoe net, excellent shopping, good music buy exclusive top three rankings, in a row for three consecutive months of vertical footwear consumer flow ranking in a stable state.





chart data, we may have some questions, the good music to buy the flow of the tragic fall, the best buy nets rely on big names, user traffic is also so? Why is the shoe net able to survive in this "battle", but also to achieve considerable benefits in terms of user traffic?





According to industry analysis, good buy because stop network advertising, the overall flow fell sharply, the daily average of IP traffic down to about 80,000, the daily average PV browsing volume of about 660,000, so far there is no sign of recovery. Excellent buy the network has hundred Li This traditional enterprise background, July 2011 officially on-line as the new favorite this 2 year performance is good, is called: Dark Horse. From the industry media analysis, good music to buy now encounter setbacks, excellent purchase network as potential shares but after all, "too young," shoe net in 07 to officially enter the electric business footwear, by virtue of supply chain, geographical advantage, warehousing management and operating mode in the industry occupies a place.





, a well-known it commentator Bo, has said that in recent years, the electric dealers have been through the development of roller coaster, especially in the current vertical operators face a huge test. Then, in the vertical footwear should be through the unique advantages of the home, practical and pragmatic, deep into the shoes, away from vicious competition, keep, seize the user is kingly.





sales or Profit?





said the order sales, immediately reminiscent of the 2012-Year-old cat "Double 11". One minute, more than 10 million independent users, 10 minutes later, Alipay turnover reached 250 million, promoting total sales to 19.1 billion, fully occupied the domestic quality of the open platform to deal with the head. 2012 Electric Business Circle "Double 11" and "Double 12", also let a lot of vertical footwear manufacturers can be said to earn a pot full. But after a sober analysis, in the end is the rapid expansion at low prices, continue to simply pursue sales growth, or return to rational prices to improve profitability?





, the owner of the online shoe city, as a result of "51" "Double 11" and other promotions, the introduction of ultra-low discount "small long holiday special sale", so that the purchase of online shoe city orders and sales have increased significantly, compared to the weekday growth of more than 34.4% and 31% respectively, in 2012 expected sales of about 6.7 billion. However, good buy face Charybdis situation, in 2012 Q3 sales of 150 million yuan, an increase of 400%, the daily average of 15,000 orders, of which the number of women sales up to 300,000 pairs, sales accounted for the overall sales 49%. Shoe net in the "double 11" period of strong momentum, only 10 hours to break through 50000, equivalent to October total order volume.





At present, in the severe deterioration of the electricity business, the vertical consumer of footwear in the "increase margin, compression costs," intended to cut expenditure. Dong Xinda, vice president of the shoe-making network, said: "In order to survive, vertical footwear should be returned to rational management, should not play a price war, can be promoted through the accumulation of sales and profit margin balance." "In the 2013, vertical clients need to be more customer-C2B, selling goods based on user demand, which is the model of the market." "Every guest CEO aged said, to actively try this from the user needs to start the business, not only for the merchant gross margin is higher, but also to highlight the competitiveness of their own website, netting users."





Transformation faces test





Spring Festival will be approaching, but for the vertical electric business is sad year. In group buying network after a round of knockout, shoe electric business also faced with a bloody knockout, in succession through the expansion of the category, more platforms, the introduction of own brands and other measures to help themselves. Recently a media explosion, to Tencent as a backer of good music to buy "because of capital tension and suning easy to purchase negotiations," the matter is good to buy the CEO Li Shubin openly denied, but admitted to have contact with Suning. As soon as the news, the whole vertical footwear class was boiling.





at the same time, Lok Tao Nets face the fourth round of financing seriously shrink, but also forced from the "vertical purchase and sale of the" conversion to "private brand." Good buy, excellent purchase, etc. in the focus on sales of footwear at the same time, actively expand clothing, accessories and other categories, and stationed in the days of the cat, Jingdong, when, PPS Entertainment Mart, such as a number of third-party platforms. In the relationship between funds, models and profits has reached an unprecedented "freezing point" status, the industry should be the vertical footwear consumer should go "own brand"? "Own brand" into "comprehensive platform" is a wise choice?





According to media disclosure, Lok Amoy Network in June 2012 not quite a variety of pressure, the transformation took the brand electric business route, has launched 5 own brands, is said to turnover more than 5 million yuan, profit margin than before doubled. Some industry personage thinks, le Tao net Walks "own brand" this pattern, impractical transformation, did not have the rational analysis to the vertical cost, the management risk and so on, in the future intense competition environment, may be in the powerless state. After all, Le Tao is not more than Belle's "excellent shopping" has experienced, well-funded, high brand awareness, in the current duck. Therefore, the vertical footwear consumer to take the free brand route must be based on their own strength, should not blindly follow and expand.





In the footwear vertical consumer, from "own brand" to "integrated platform" is also highly controversial. It is reported that hundred Li's excellent purchase network, by virtue of the line under the brand advantage in the platform and Channel to carry out a comprehensive, Taobao platform and Hundred Li official website on the promotion, expand the general category of footwear, to achieve a platform of cooperation, can still play the wind. But happy to buy seemingly not so lucky, into the cat, Beijing-east, Amazon China and other open platforms, in the overall sales have been upgraded at the same time, a large number of inventory and cooperation costs must also let good music buy enough "headache."





industry Personage said, the transformation of the vertical electric trader is very difficult, do not transform also difficult, the vertical electric trader obtains the high cost of individual user, this trend in 2011 already very clear, this trend will continue in 2013. For example: Good buy to the apparel integrated market category expansion, take many varieties of routes; the online resource pool will be integrated and combed, the shoe net is focused on the long tail market, make full use of the regional advantage and the shoe-enterprise cooperation, expand the footwear category, with the sensitive business sense of the full use of the shoe Net website and the well-known shoe enterprises , real-time updates, the latest promotions, discounts, new products and other information to obtain user viscosity. In short, the vertical shoe electric business is by virtue of its own characteristics, in the product line, platform mode, self-owned brand, such as positive and optimistic adjustment.





consolidate the market by innovative mode





in the second half of 2012, the electric business industry into a low MI state, a large number of vertical electric sales sunset, because the market outlook is not optimistic and the company itself needs constant investment in the embarrassing situation, the vertical electric business seems to even have no chance of breathing. In the first half of 2013, perhaps the most difficult period for vertical electric operators, vertical electric operators through the platform to obtain sales, but in the first half of next year, the cost of vertical electricity may be magnified, sales will fall. As a result, vertical electric operators will also suffer a period of pain.





in this context, domestic footwear enterprises How to strengthen the market? There is no doubt that the innovation model is the only way out. Excellent purchase network through the "Big fat" influence, in the supply chain advantage in the new channel industry to find mutations, pay attention to the integration of resources, Web site layout, commodity category and marketing strategy, so as to consolidate its industry status. Pat Shoes Network for the real warehouse to sell the operation mode, suppliers to the goods to the shoe mesh warehouse. Only through the network platform for sales, best-selling style can require increased supply, unsalable goods can be returned to suppliers, through the two sides repeatedly communicate, to achieve a dynamic balance of goods supply. This kind of real stock distribution model of the shoe net not only avoids the website Yahuo risk, but also realizes the efficient capital turnover speed and realizes the "No inventory mode".





good buy through the modern e-business model and the traditional retail industry to carry out innovative integration, with modern network platform and call center as the core service, with advanced direct marketing concept, with efficient and perfect distribution system, successfully realized without middlemen, no shop rent business model.





network, Pat shoes NET, good music buy these three vertical footwear consumer, is through its own advantages in the innovation model to avoid being swallowed by the electric business of the fate of the winter, the formation of vertical footwear, the first camp of the pattern. Like grocery stores can never replace clothing stores, Xinhua bookstore. If the vertical electrical business as a professional channel, the future is promising, the key is to return to the position, reposition, the early number of the pulse of the retail industry.





before 2012, China's vertical footwear industry was favored by investors. According to CVSOURCEA statistics, good music buy since the establishment in 2007, has been a tricycle financing. Sequoia Capital investment of 10 million U.S. dollars, Tencent 50 million dollar investment, as well as Sequoia Capital, Intel Investment and DFJ 17 million U.S. dollars financing. The source said that the shoe store also received 15 million U.S. dollars Alibaba investment. Previously, Lok Tao NET also obtained Tiger Fund and Germany with capital of 900 million U.S. dollars financing. There are rumors that the Lok Tao financing over 200 million yuan.





2013 capital Investment Market will return to rational




In the 2012, the external environment of the
became more severe, and many investors began to draw off capital and return to rationality. The external blood transfusion stops, has been losing the electricity dealer not to be able to hematopoiesis, the vertical shoe electric business day is also "difficult". In this context, the shoe net was completed in early 2012 by the United States Goldman Sachs Group and Haina Asia VC funds jointly injected tens dollar a round of financing, became the first in 2012 to take the venture capital of vertical footwear enterprises.





Excellent service experience and differentiated competition is the future of the business and even the entire electricity market to survive and stand out from the key, and vertical industry focused on the development of a certain industry, brand and authority to establish a unique advantage of the day. Current excellent purchase network, Pat shoes nets, good music to buy, in the business model, vertical platform with the changes in the market, the division of products and services in the field of professionalism, to provide a good personalized user experience, excellence, access to users, improve profitability, will naturally be recognized by the capital side.





　　Through a review of China's vertical footwear industry in the 2012, it is not hard to find that the consumer of footwear is shifting from a price war, a flow war and a burning money war to a differentiated competition. In the next 2013, China's vertical footwear industry will be a deep war, the competition will be a full upgrade of the appliance business, into the white-hot, China's vertical footwear industry is expected to be ranked again.