Shoe Enterprises Test Water B2C Domestic Market Channel Optimization

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This is not in someone's home, but in the Eighth China Dongguan international.

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At the airport, a family

The purpose of the company is to create a home-based atmosphere to display their first home shoe for the domestic market.

Wang Wei, owner of the industry company, said he was recently trying out a new channel model -- B2C online sales.

This pattern is obviously not new to many domestic enterprises.

But for enterprises that have been focusing on Foundry for many years, through the mode of online sales, entering the already competitive domestic market is not a good way to avoid the high cost and slow profit of traditional channels.

The industry is currently the largest in China.

Production and processing enterprises.

According to Wang Wei, Beckham has its own R & D team, which has been used for Martha's department store and Chi Le PI.

As a foundry, exports are mainly concentrated in North America and Europe.

But with the recession of the US and Europe, the adjustment of export tax rebates, the overseas anti-dumping, the appreciation of RMB, the rising cost of manpower and raw materials, and so on, the "short board effect" of OEM is concentrated in a short time.

It is reported that so far, Bei Jia

The export volume of the industry has decreased by 20% this year.

To create its own brand, to establish terminal retail stores, and then to expand through the mode of joining, this traditional marketing route has been lifted by most of the manufacturing enterprises.

In fact, as early as 2002, Wang Wei began to try to build his own brand.

"At that time, we were not familiar with the domestic market, so we found an advertising company, spent a lot of money to do market research, and hired a dozen domestic sales team, bought the brand from Italy, and participated in Dalian in China.

And the Beijing Clothing Fair.

Unfortunately, the cost is huge, and the final sales revenue is very small.

"For a foundry enterprise, directly into the traditional retail industry, to spend huge sums of money to build a new sales network, even if the product is sold, its sales are not enough rent, wages, pportation, management costs, risk and return is disproportionate."

In fact, the problems Wang Wei encountered are also typical problems faced by OEM enterprises when they sell their products domestically.

To do traditional sales, we always have to face these thorny problems, so I choose another way.

Wang Wei said.

According to introduction, ZAPPOS is a very successful network in the United States.

Take "better customer experience" as the purpose.

Wang Wei often talked about the operation mode of the website with its brand names, and in the end, Wang Wei decided to try to open another road to the domestic market, B2C.

Selling websites not only sells their own factories

At the same time, it also sells other generations of factories.

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Its significance is equivalent to a network platform, combined with all types of foundry production enterprises, the establishment of their own brand stores on the platform, thereby saving the trouble of actually building channels, and at the same time, it can develop a new domestic market in a simple and low-cost way.

"High efficiency online retail platform is conducive to shortening product circulation time and shortening the cycle of capital withdrawal, thereby enhancing the competitiveness of enterprises.

We will sell every pair according to different periods and stages.

Get a certain commission.

Wang Wei said.

It is understood that Guangdong has closed down thousands of homes.

Enterprises that have not yet fallen in need of long-term plans. If enterprises do not consider increasing revenue and expenditure, it will be difficult to maintain.

According to Wang Wei analysis, the foreign market has been passive and the domestic market has no way to start.

Therefore, the construction of an online sales platform, on the one hand, can flatten the sales channel and bypass the difficulties of traditional retailing. At the same time, from the factory directly to the consumers, the products also reduce the intermediate links and gain the advantage in price.

"For the website itself, production and operation are simple and low cost, but the problem is how to improve the popularity of the website and how to enhance the shopping experience of consumers, which are all very important."

According to a website who is specialized in providing online consultation and sales,

This experience includes the richness of products, the degree of price concessions, the convenience of online operation, and the degree of interaction with consumers. The key to the success of a website is this.

This view has been recognized by Wang Wei.

After two years of market research, Wang Wei realized that the effect of word of mouth publicity made by customers was better than that of media advertising.

"We now have a team that specializes in customer service before and after sales, increasing interaction with customers and drawing on Zappos's successful experience.

At the same time, we provide a lot of consulting services on the Internet, which is the core competitiveness we want to build. "

The person in charge of the website reminded.