The Austrian model represents the transformation of the name Shoe Library

Time is to witness the long river of history, since March 1998, the completion of China's first internet transactions began, e-commerce enterprises surging, countless home appliances business rise, countless home appliances business to the end, both from the establishment of the Dangdang since 1999, but also to make a high-profile March but only online 3 months of the product network. From July onwards, Sina Science and technology will select a representative of a typical electric business enterprise to do observation every week. We do not mean to be successful, but are willing or due to their failure, or to comb their models, or report their growth process to record the current sample of electricity.

For China's E-commerce, the name of the shoe library is undoubtedly China's electronic commerce in the Austrian model of the typical representative, it is currently in a metamorphosis, trying to play down and even get rid of the Austrian model of the family.

Outlets (Outlets) originated in the United States, the word is intended to "export, outlet, export." In Europe and the United States business practice, the Austrian is gradually evolving into a retail model, specifically by the sale of brand-name over the season, the next frame, broken code merchandise, with more to the Chinese atmosphere of the words to describe is "clear inventory."

Xiamen is located in the name of the shoe store for the brand "clear inventory" of the way to grow up, named "Shoe Library", is intended to open the warehouse of brand-name shoes.

It was the 2008 global financial crisis, financial collapse, economic recession, reflected in foreign trade, is the stagnation of import and export business. Xiamen Foreign trade businessman Xu Songmao and his partner's business is obviously also bad.

Xu Songmao, a Fujian Jinjiang man, graduated from the Department of Physics, Xiamen University, in 1983, after a few years in the Institute of Chinese Academy of Sciences, since 1988 to enter foreign trade, to 2008 years, he led his team in the footwear foreign trade for 20 years, a record of 20 million pairs of shoes for the year, the world's 78 brand OEM, Footwear industry is a well-deserved "invisible champion".

Xu Songmao is described as "low-key, tough and chivalrous", quite a friendship, originally in accordance with the retirement plan, he was in 2008 45 years old when the whole body and retreat, the accumulation of wealth, has long been let him realize financial freedom, foreign trade business is troubled, but does not affect his fundamental, and then his brothers apparently not so easy. To help the brothers find their way out, Xu Songmao stopped his retirement plan and led a set of brothers to start a shoe-store website. His idea is simple: foreign trade does not turn to domestic business, traditional retail channels do not do a new online channel.

So in 2008 of December, the name of the shoe library launched its own official website and Taobao shop, to outlets of the model sales of authentic low-priced tail goods. From friends around to start Word-of-mouth marketing, in the absence of large-scale advertising in the case, the name of the shoe Library from 2009 to 2011 sales are: 38.6 million yuan, 120 million yuan, 200 million yuan, ranked among the top three Chinese footwear enterprises, more in 2011 received from Alibaba 15 million dollars of investment.

The growth secret of famous shoe storehouse: whole net operation

From the table like see, Good Buy, Lok Amoy nets, the name of the shoe library three web sites and not too many different, are mainly footwear, are in 2008 before and after the establishment, the only difference is from last year, have a small change. Lok Amoy Network is still the most pure, only to sell shoes, a good buy began to expand the category, mainly to shoes, sales of clothing, outdoor supplies and bags; the shoe vault is somewhere between the two, and there are only a few sports brands related to clothing and bags.

Han Buyong, chief marketing officer of the shoe store, points out the potential difference between the name shoe store and other Web sites: "The biggest difference between the name shoe store and other footwear businesses is that sales are sourced from different sources, with about 60% of our sales coming from big platform sales, not the official website of the s.cn." "From a certain point of view, the famous shoe library is more like Taobao grow up a Amoy brand."

This with its first choice Taobao mall shop about, and in addition to Taobao B and C store outside, Jingdong Mall, Dangdang, shop 1th, such as Open the big platform, the shoe library also happily settled open shop. Han Buyong also disclosed a data that has not been published, the current Jingdong mall shoes-type monthly sales of the largest seller is a name shoe library.

Famous Shoe store CEO Xu Songmao called this "to have the place to open the crowd", and Lok Tao Net Bi Sheng, good music to buy Li Shubin website self-proclaimed for China's Zappos different, Xu Songmao think that Zappos type of vertical category electric dealer basically no future, Zappos was sold to Amazon without being listed. Therefore, the name shoe storehouse do not do Zappos, the name shoe storehouse does is the footwear commodity open platform, or is the centralized supply middleman, the focus is the whole network layout.

"For each platform, when you focus on the best brands in a category like sports, your entry can complement a class head, representing a class, platform are welcome, no platform will put you out of the door, and for all brands, as long as the goods to you, also reached the major platforms. "Xu Songmao explains why brands and platforms are willing to work with a famous shoe store.

Profitable Business formula: Independent brand

Huang Progress also called a step, is a vice president of the Shoe library, engaged in the more than 20-year fashion shoe design in Europe and the United States, but also Xu Songmao for many years partner. He spends most of his time abroad, wandering around the streets of Europe and America to get inspiration for design. Since 2011, he has been ordered to be the designer of the Coulantivis brand, an independent brand known as the shoe store after two years of outlet mode.

and other pure Internet background for the footwear business, the team has accumulated more than 20 years of experience in footwear industry to take the road of their own brand.

Ed (Fujian) Investment Co., Ltd., founded by the Xu Songmao team, Xiamen Adventure Shoes Co., Ltd. and Xiamen Odyssey Sheng Shoes Co., Ltd. Three companies have been in Xiamen and even the national foreign trade shoes ODM leading enterprises, more than 70 global enterprises have chosen from their hands to design a good shoe, and then hit their own trademark deal. These three foreign trade enterprises are still operating today.

Lantivy flagship store on July 7, 2011, settled Taobao Mall, opened the month, sales of more than 200,000. to November 11, 2011 Singles Day, Lantivy flagship store sales breakthrough 1 million yuan mark.

In addition, in addition to Lantivy (Lantivy), the current name of the shoe library there are Skomart (Skoma), Aderson (Eidelson) two own brands, but the focus on the development of the Lantivy. From last year's sailing challenge to this year's shopping carnival, the car Expo, Lantivigau to sponsor the above activities, promote its sailing shoes, shoes, driving shoes, to create its fashionable brand image.

"We often say business formula, meaning is to do everyone's way, but also to supplement the existing brand, with the independent brand to meet customer demand, to customer value, cost-effective services." Although the current private brand contribution to the profit rate is not large, but as a new profit point, I believe the contribution rate will become more and more. Xu Songmao explained his business formula in this way.

Xu Songmao is very aware that the Austrian mode of the former is not omnipotent Dan. The name shoe storehouse changes from the clear stock to sell the new product, then develops to establishes the Lantivy the independent brand, is does not want only the brand the porter. In Xu Songmao's view, whether it is selling inventory or selling new products, is only in the big brand in doing porters, earn hard money. Brand is good, you will live well, but you want to get rich is very difficult. So, to get a good profit, you have to rely on their own efforts to create a brand, only value-added.

The essence of e-commerce is still sales

At the end of 2011, Le Tao Network CEO Bi Sheng had put forward the electric quotient pessimistic, to the electric business development prospect question, "I am in the wrong line", "The electronic commerce is a scam". Bi Sheng will do e-commerce people described as cushion brick, "diving together to the neck, began to sink, sank to the end of an investor to put some money floating up, continue to sink, the second round of investment cushion up a bit, when the investment did not directly die." ”

Xu Songmao to this completely understand: "Bi Sheng is a pure internet background, he did not have to do industrial experience, and the electricity business is the combination of real and real business, is still in essence sales." As a metaphor, the Bi Sheng may be sweating profusely when confronted with a warehouse full of inventory, because he doesn't know what to do with so many shoes. Can you get rid of it? And we will be very calm, because we do shoes trade business for more than 20 years, each pair of shoes we see, we can know it can not sell, is not what customers want to sell and how to deal with. I think that's the biggest difference between us and Bi Sheng based on different backgrounds. ”