Quanzhou Footwear Industry C2B Mode Will Be Widely Welcomed.

Can Internet brands be substantialized?

When the industry is facing a retail crisis, the rapid response of the electricity supplier has become a topic of great concern to all walks of life. In July 17th, the Quanzhou E-Commerce Association held a salon with the theme of "upgrading the online brand and creating innovative business" as the theme. The participants thought that the C2B (that is, the consumer to the enterprise) would be the new favorite of the electronic business practitioner.

Reporters visited the industry to understand that from a broad understanding of C2B mode, many practices of Quanzhou enterprises have been relatively mature, such as the application of foreign trade "anti season" sales to domestic sales, and product design for specific groups, but how to achieve mass production in industrialization is still a difficult problem.

Analysis of the dark horse "love decides guest"

For electric business practitioners and online shopping enthusiasts, "love fixing customers" is a dark horse who broke into the market this year, because it has realized the new consumption experience of independent design and seven days' arrival, and the former is especially welcomed by "tide makers".

In fact, "Ai Ding Ke" is just an e-commerce website, but its investor identity is more eye-catching. PEAK sports CEO Xu Zhihua is involved in the whole project's entrepreneurial process.

"The mainstream of e-commerce in the future should be C2B, which is determined by consumers' individual needs, multi species, small batch, rapid response and platform based collaboration."

Xu Zhihua said.

Reporters understand that the current "love fixing" mode of operation is very simple on the table, consumers only need to log on to the website, click through the mouse to choose nearly 30 different body shoes, can be free coloring, graffiti, upload pictures or even branded personal signature, within 7 days will be able to get this customized product.

In the backstage, it is a series of complicated operations, which are not very different from the production of traditional enterprises. The design, raw material procurement, production, customization, sales, logistics, after sales and other links are indispensable. The production factory itself avoids the inherent shortage of custom-made shoes because of OEM outsourcing, which can not control the production style, material and time.

This model is not the first or first appearance in China, because in the last century, Nike, Adidas and other enterprises put forward the concept of "customized shoes" and took it as part of the brand experience rather than the consumer goods that really lead to everyday life.

Compared with the master design concept of the international giant, the designer who started the design entirely from the perspective of consumers, with the stamp of custom shoes, was XTEP. After the signing of Nicholas Tse in 2002, he launched the "shoes of war flames", which absorbed the creative design of university students and pformed them into production. By this year, thirteen times have been held, and the highest sales volume is more than 1 million 200 thousand pairs of single products, so far, the record has not yet been broken.

Jordan's sports are participating with great enthusiasm. The seventh China sports equipment design competition has already selected the finalists.

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Online brand offline

"We can not regard the electricity supplier as a simple sales channel, it should be a management of the whole industry chain."

Wang Dongzhu, President of the Quanzhou Electronic Commerce Association, told reporters that Quanzhou's shoes and clothing enterprises need to change some ideas in this respect, because in the near future, the most likely impact on the entity brand is the offline brand of the online brand. "The electricity supplier not only connects the supply and demand, but also understands the consumers' individual needs more directly and quickly than the physical brand."

This view has been confirmed in the practice of some enterprises.

Reporters learned from XTEP that the "2012 XTEP students' beacon shoes design competition" began last November 21st, and in nearly two months, nearly 40 thousand entries were collected, and online design or direct uploading of handmade or computer-generated design products became one of the main driving forces. During the activity, the number of web pages on the topic website reached 3 million, of which more than 800 thousand were independent users, and the total number of online voting received by all works reached over 40 million.

Luo Lan, a Guangzhou business expert who was invited to Quanzhou to attend salon, told reporters that the shoes and clothing industry in Quanzhou had a good foundation, but there were not many people who could really use it to promote the business. Most of them stayed in the pure sales stage, or moved the offline brands to the Internet for promotion.

This also leaves room for many online brands, as long as they can overcome the bottleneck of small batch production.

"Self centred consumption should be the trend of the future. Only when we really comply with this demand can we create a new industrial mode."

Wang Dongzhu said.

(source: Strait City News / Xu Xisi Chen Yijun)

As Han dresses, seven grid, Angel City, pomelo beauty dress, one percent, pouch homemade, Mu Mu home and other online clothing brands thrive, the clothing business is growing, and the traditional clothing companies are increasingly determined to enter the electricity supplier.

On August 10, 2012 -12, the China e-commerce research center and Hangzhou win win Education Consulting Co., Ltd. jointly sponsored the "China clothing industry advanced e-commerce training class (phase I)", which will be held in Hangzhou.