"Online shopping" is taking on an increasingly important position.

The cold still strong export situation makes the foreign trade enterprises accustomed to OEM work have to turn their eyes to the domestic market, this time in their view, "online shopping" is occupying an increasingly important position.

Online shopping to help foreign trade OEM enterprises in the transformation of domestic sales seems to be "cliché", but lack of internet marketing experience, they have been difficult to rely on only to open a Taobao store to meet the needs of survival. With the rise of business-to-business platform and the deepening of traditional business understanding of e-commerce, the role of Foundry Enterprises in the network shopping industry chain quietly changes, they not only become the mainstay of the Internet brand, but even began to consider the use of this new consumption model to pull up "smile curve" Both ends of the real transformation upgrade.

Big orders for Internet brands

Shanghai Jiading ma ma Lu Zhen da Hong Cun, on the macro shoe full of rubber smell of the workshop, 2 lines on 500 workers busy sealing, brush, molding ... 4000 pairs of shoes are produced here every day, most of them are put into the brown carton of "VANCL" (Van Gogh), and sold all over the Internet.

This is a 16-year history of the typical foundry enterprises, the production of back-strength shoes, but also with more than 40 other production of vulcanized shoes, canvas shoes shoe companies rely on foreign trade orders to gradually make big. But 2008 years later, the international financial crisis, the rise in raw materials and labor costs have driven them into a dilemma. "There are only 5 companies in Shanghai that are similar in size to ours," he said. "On the Acer Shoes industry chairman Hu Qilong not without regrets."

"must turn to the domestic market!" "Hu Qilong has tried to launch their own brand, but never contacted the domestic sales channels he quickly found that can not solve the problem of dealer pressure, also do not have to promote the product advertising fees. "It's the hardest time for companies to run. ”

An order from an Internet brand appeared in March 2010. The net buys the brand every customer sincerity product to find Hu Qilong, open mouth must order 50,000 pairs. "I do not believe that the foreign trade to make a large single only 20,000 pairs, not to mention the domestic brand." Hu Qilong How did not think, these shoes in every guest site on the appearance, only in less than 48 hours was a rob and empty, "This just feel e-commerce and the past business is different." Since then, orders have followed, 100,000 pairs, 200,000 pairs, 300,000 pairs, all year 2011, on the Acer shoes for every customer produced 2.3 million pairs of canvas shoes, accounting for 80% of the factory output.

"NET buys the brand single order to be big, can pull the low cost, moreover returns the speed also to be quicker than the traditional brand, the account period only 60 days, and we do the foreign trade same." The foundry industry relies on cash flow, so these two points are particularly important. Hu Qilong told reporters. However, this money is not easy to earn, Internet brands rely on Word-of-mouth marketing, the quality of the requirements of the strict. "Take the rally, the national standard is 1.8 kg, and where the customer requirements to 3.5 kg." ”

Relying on the big orders from the Internet brand successful transformation of the domestic foundry enterprises and more than on the Acer footwear industry. Every customer sincerity product, Dream Bazaar, seven, wheat bag ... These fast-growing Internet brands are often designed to look for the right foundry and are only responsible for the design. Known as the "Internet First lighting brand" Shanghai AO Flower Home Decoration Supplies Co., Ltd. General manager Li Yonghua Frankly, exported to which countries, for which brands for work, is the search for OEM factory important standards. "For foundry Enterprises, for us to produce a higher profit margin, and ' one hand to pay the first delivery ', more in line with traditional foreign trade production habits." ”

Low cost pull High "smile curve"

If the network shopping for a part of the foundry enterprises brought a considerable increase in business, thus solving the survival problem. "Ambition" is more than that for other, larger, foundry companies. They are shopping through the network to create their own brand, at an unprecedented low cost to pull the "smile Curve" at both ends.

These online brand performance is quite compelling. Clothing electric commodity licensing Oleno in the past 3 years to achieve a broken billion of sales, and the same from the OEM production of garments to the Spokane of the original brand Wu Shihui revealed that, compared with foreign trade 10% to 20% of the gross profit margin, now Spokane Dili card to obtain more than 30% gross margin.

Such a concentrated outbreak, in addition to the rapid expansion of the size of the network shopping itself, also shows that the traditional foundry enterprises gradually touched the industry chain "doorway".

One of the "doorways" is to combine the line and the line closer together. guangzhou Pearl Star Group is one of the largest watches production group in China, only the quartz watch movement produces up to 500 million per year. Last December, Mingzhu as the largest shareholder of the Internet watch brand "TIME 100" officially online, just 3 months, monthly sales have exceeded 3,000. TIME 100 e-Commerce Co., Ltd. CEO Rachie said: "Offline resources are not only we in the design end can be invited to Casio engineers, or in the production side can find good reputation and excellent quality accessories factory, but also the use of offline channels to promote." "He said, with the original resources, now TIME 100 is responsible for enterprise customization, in all custom-made watches packaging, there will be an online discount card, such a discount card will also appear in the group production of finished clocks, in order to promote the new brand."

The second is to make full use of the diversified network shopping channels. Clothing electric commodity licensing Genan Taobao big sellers, like offline brands to seek distributors, the same as their own products distributed to these online shop, in 3 months time has more than 10 million yuan of sales. Rachie to the reporter showed the time 100 watches many channels: from the cat, Jingdong, suning and other such as the platform to handle, tick and other group purchase sites, and even 9588 of such travel sites to provide integral exchange. TIME 100 Current sales only 20% from the official website, the others are scattered in various channels. "Different channels of marketing methods, such as the full use of the effectiveness of promotional tools on the platform, in the group purchase site must be particularly stressed performance, such as 30 meters waterproof." "Traditional foundry companies, who have been overwhelmed by computer screens, are now familiar with the rules of the game," he said.