How Long Can The Price War Last? The Helplessness Of Chinese Traditional Electric Shoes And Clothing Is Helpless.

As the world's largest footwear producer and exporter, China has more than 63% of the world's largest footwear producers and exporters. Shoes output 。 According to the huge population base and the continuous improvement of people's living standard, experts predict that the Chinese footwear market will continue to be considerable in the next ten years. However, there are still many problems in the development of China's footwear industry, such as vague brand positioning, intensified homogenization, fierce price war in Vietnam, and the pressure of RMB appreciation, labor shortage and rising cost in recent years, resulting in many Chinese shoe enterprises, especially small and medium sized shoe enterprises, on the brink of life and death. As a result, e-commerce has been booming in the shoe market because of its low cost, fast dissemination and wide coverage. Dozens of famous brands such as Lining, Anta, XTEP, 31st degree, PEAK, del Hui, and hundreds of two or three line brands have been testing electronic commerce to catch up with the Internet market. E-commerce seems to have become a life-saving straw in the shoe industry's "Post Crisis Era".

along with Footwear market With the increasingly fierce competition, the electricity price war has emerged one after another. Although the price war has brought benefits to consumers, it has brought the whole industry to a quagmire which is hard to extricate itself. Therefore, blindly attracting users with low price and low discount will damage the upstream footwear brand, and the way to acquire new users by means of continuous mass marketing promotion is not sustainable. Vertical class Footwear business We must rely on deep cooperation with brands and achieve long-term development through technology and mode innovation. Especially in 2012, the situation faced by footwear B2C is even more severe. Before that, the stock of sports shoes dominated by sales leads to a lot of backlog, and the low price products launched by the upstream brands lead to the excessive existence of low price goods in the whole market, and the gross profit of the industry is further lowered. At the same time, due to the continuous increase of logistics and manpower costs, many footwear B2C are faced with dual pressures from capital and goods.

It is understood that China has not yet had comprehensive laws and regulations on e-commerce supervision, and the issuance of regulations on the regulation and regulation of online commodity transactions and services will speed up the construction of order in the electricity supplier industry. However, the industry believes that the current price war of shoes and clothing business will continue. From the growth rate of e-commerce, the space of online business is still very large. In the future, when the growth rate of the whole shoe and clothing business is slowing down, and slowly becoming stable, it is time to really test the strength of the electricity supplier. As a result, the competition of shoes and clothing industry is ultimately the product quality, service level and financial strength. The current large-scale price war is also a test of the system coordination ability and order processing ability of the electronic business platform. From this perspective, it is beneficial for the whole industry to enhance in competition.

It is true that with the maturity of e-commerce and the change of consumption mode, enterprises are slowly exploring a broad road. Whether it is self built platform or cooperation with the third party, only by providing good products and credibility, creating a sound supply chain and avoiding the corresponding risks can we achieve the perfect integration of the three relationships of income increase, brand and efficiency.

Nowadays, the trend of e-commerce will gradually sweep across the traditional shoes and clothing market. If we want to succeed, we must keep forging ahead in terms of business orientation, resource integration, team capability, and effectively avoid related risks. Under the broad prospect of development, enterprise brand must attach great importance to e-commerce and invest continuously so that we can get ahead of the competition.