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Online Shoe City Set Off A Smoke-Free War

2011/9/6 9:10:00 56

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Following the 3C digital product, the semi standardized product of shoes has become the new favorite of e-commerce.

In May, good Lok announced the completion of the third round of $50 million financing, causing a lot of noise in the industry.

This record was easily broken by excellent purchase. BELLE group announced in the end of August that it would inject $200 million into excellent purchase in the next 3 to 5 years, which is higher than that of other footwear B2C websites, even with the IPO financing amount of Dangdang network.

Although the capital is enthusiastic about B2C, it can not lock in the market structure in the short term.

Online shopping

Letao

CEO Zhang Xuejun said in his first interview recently that he hopes to squeeze into the top three in the year.

However, it is still unknown whether the first camp will be able to stand firm in the secret battle of the business of Le Tao, excellent purchase, good buy and famous shoe store.

Online shoe city is favored by young people.

AI consulting predicts that the overall scale of e-commerce pactions in China will reach 13 trillion and 900 billion yuan in 2013, with an average annual compound growth rate of 42.6%, and the growth rate will increase year by year.

Xue Shengwen, a senior researcher at CIC, analyzed the development prospect of B2C e-commerce company. Because the quality of consumer products is not only concerned with the quality of products themselves, the brand and reputation of enterprises are also important criteria for their consideration.

Previously, domestic consumers only wanted to buy standardized products such as digital products.

With the further development of footwear online shopping, richer choices, lower prices, plus unsatisfactory and returnable services, online shoe city is more and more favored by younger generation by virtue of its incomparable advantages.

According to analysis, the market share of footwear B2C is as high as 400 billion.

Footwear B2C market suddenly heating up

China's Internet predators have sniffed the opportunities and beachhead layout, investing and participating in footwear e-commerce businesses.

Tencent bought 50 million dollars for good Lok and only 3 days for the relevant negotiations. Alibaba [8.06 -1.23%] voted 15 million dollars for a shoe store, and Tencent, Baidu and Alibaba investment departments had "intimate contact" with Le Tao, but the final investment results have not yet been announced.

The heaviest of these

BELLE

This traditional footwear giant retailing 200 million US dollars for capital purchase.

Prior to this, BELLE had official B2C website, Taoxiu network. After two years of operation, Bai Li Hao bought the online shoe city, and merged it into the online shopping mall in mid August to integrate into a unified online retail channel.

Zhang Xuejun said that after the establishment of excellent purchase in April, the number of orders per day has soared all the way, and now it keeps around 2000 orders per day.

Moreover, gifted buyers are still negotiating with strategic investors including Baidu, and other investors will be introduced in the future.

Traditional giants join in triggering changes

Analysys International obtained the ranking of China's footwear B2C website traffic in July 2011 by data monitoring: Yue Tao monthly UV (independent visitors) ranked 11 million 590 thousand, ranked first place; good Le bought monthly UV was 8 million 230 thousand, ranked second; excellent shopping network monthly UV was 1 million 330 thousand, ranked third; the shoe store monthly UV was 1 million 10 thousand, ranking fourth.

Many people in the industry believe that the traditional footwear giants will join forces and will change the domestic market.

footwear

B2C market structure.

Analysts said that with the gradual warming of the footwear B2C market, the main factor that restricts the development of footwear B2C is brand expansion and logistics distribution. BELLE itself is a shoe manufacturer with multiple brands. It is also an agent of brands such as ADI and Nike. It has an irreplaceable advantage in the supply of goods.

Moreover, the product sold by the online shopping mall is not directly moving the goods from the offline to the online. 30% of its products are based on the needs of the network customers, combining the popular elements of the Internet consumers with the hot selling styles.

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Excellent buy is aggressive, other footwear B2C enterprises are indifferent.

Li Shubin, CEO, said: "the footwear B2C market is not yet fully opened. E-commerce accounts for a small share of the footwear market as a whole. Therefore, it is welcome for BELLE to build its own B2C platform."

He said that he hoped that more enterprises could enter the footwear market and jointly develop the habit of Internet shopping, and guide and regulate the e-commerce market.