Unscramble The Two Key Words Of Shoemaking Enterprises To Stabilize E-Commerce

April 18th hearing, according to China

I read from the internal research report of an investment organization that footwear in 2010

Take "shoes city" Jinjiang as an example, Anta is one of the brand of e-commerce marketing in Jinjiang shoe enterprises earlier. It is reported that Taobao, pat net and Amoy shoe net cooperate in 2010.

Internet retail sales reach nearly billion yuan, and the network has become the third largest sales platform after Anta's exclusive store and business super.

Last year, Anta sports shops exceeded 7000, and its annual sales exceeded 7 billion yuan.

CEO Ding Shizhong said Anta entered the e-commerce business this year.

XTEP, another well-known brand of Jinjiang shoe enterprises, is the rise of e-commerce to the position of enterprise strategy.

The XTEP touches can be traced back to last July. Last July, XTEP worked with Taobao to choose Taobao distribution platform to develop e-commerce business. From scratch, in just 8 months, the sales volume of network distribution reached 0 yuan from 50 million, which is a great miracle for the limited company of XTEP (China).

XTEP attaches importance to e-business and elevate e-commerce to the height of enterprise strategy.

XTEP has found that high school students and college students are the main groups of online shopping. They are happy to buy inexpensive new products on the Internet. E-commerce can not only expand the sales channels of enterprises, but also cultivate their awareness of brand names. With the help of online consumption, they can spread brands and enhance brand names.

In 2011, XTEP set the sales target of the network distribution to 200 million yuan, and planned to cooperate with the shoe vertical platform such as Tao shoes net.

E-commerce will account for 10% of the total sales in the next five years.

XTEP has upgraded e-commerce to the height of enterprise strategy, and has clear thinking and specific plan for future development.

Since the development of e-commerce business in 2009, the e-commerce of 361 degree brand has made great progress. At present, the sales of 361 degree network ranks the forefront of the local sports brand.

In particular, last year's 361 joint marketing campaign was launched jointly with the new products of Tao shoe net, and jointly launched Tencent's "love of fire lit Asia", 361 degrees of love and fire to plan Asian Games marketing, becoming the first Chinese local marketing company to start Asian Games.

The two or three line brands of Jinjiang shoe enterprises have set up the Ministry of electronic commerce, and vigorously carry out e-commerce business, such as PEAK, Kang Tai, del Hui and bu Zhi.

How to stabilize the way of electric business for shoe enterprises

"I want to say a word to the boss of traditional enterprises. E-commerce is developing very fast. Online retailing must be an important part of the business mode. We should not discuss whether traditional enterprises should do e-commerce or online retail, but discuss how to do it."

Hu Chenrong, director of BELLE e-commerce, seems to be sounding the assembly number to footwear enterprises.

How to welcome the baptism of the tide of the electronic commerce era has become a realistic problem for Chinese footwear enterprises, and the author thinks that there are two key words in it, especially the attention of shoe enterprises.

There are great differences between the Internet media. It must be monitored and measured from the target audience, expression and marketing effect of the shoe enterprises. If there is a network service project, or follow the successful experience of other people's network marketing, they will often ride the blind horse in the dark and deep in the night.

In fact, the network marketing of shoe enterprises needs to be planned. Each shoe enterprise customer type and activity anticipation effect are different, so the choice of network marketing mode may be quite different.

If there is no analysis, planning, strategy and blind marketing, the result will not be worth the candle.

Now, our shoe marketing service website, especially the agent type network product service provider, generally lacks comprehensive marketing assistance. The main point is to absorb profits and expand development, rather than caring about the fundamental interests of shoe enterprises. If we can not stand at the corner of shoe enterprises, we can provide effective service and targeted services to shoe companies.

Generally speaking, these service providers can only be the consumers of shoe enterprises, rather than builders.

If the shoe enterprise's network marketing is just to build a website today, the Chinese domain name will be replaced tomorrow, and the product will be popularized the day after tomorrow. The result will only be a continuous revision of the website, so as to achieve the goal of "others have, I also have to follow suit". The blind operation can not really implement the network marketing.

In fact, today's shoe industry network marketing platform has been flooded, the good and bad are uneven, shoe enterprises should consider targeting on the platform of their customers, select the best, and fight for the first time, so as to truly achieve the expected goal of building network marketing.

Two avoid: opportunistic

When more and more online shopping fans appear, some shoe companies choose online marketing, but shoes dealers who are familiar with traditional marketing channels, because of the particularity of footwear products, are eager and cautious about internet marketing. They tend to be dragonfly, or cat and water to test the water network marketing. They try to profit from the blue sea of "opportunistic" in the network marketing channel.

Therefore, some people who get temporary success by small intelligence and small tricks have become the benchmark of the industry.

However, modern consumers are getting smarter and wiser. They choose online shopping not only because of their convenience and benefits, but also for honest service and genuine feelings.

Therefore, only for customers to consider, wholeheartedly, and thoughtful service, can we break the bottleneck of network marketing - suspicion and estrangement, and effectively push low-cost marketing to shoe marketing.

At any time, brand is an occupation of consumers' mental resources.

As the saying goes, when a company wants to enter the online shopping market, if it wants to grab a song and try to rob consumers, it must re-establish its operation mode and promotion method suitable for network marketing, and adjust its internal workflow.

Of course, the degree of ideological emancipation and the span of footsteps must be determined by the overall strategy of an enterprise.

Nowadays, network marketing is showing unusual vitality and potential, creating all kinds of possibilities, and opportunities are always reserved for those who are prepared instead of waiting.

When the fire of the entity terminal is burned to the Internet, the virtual world will not become "peaceful".