Jinjiang Traditional Shoes And Clothing Enterprises Enter The Differentiation Of E-Commerce Line And Offline

Recently, as a traditional enterprise Jinjiang Special sporting goods Co., Ltd. has set up an e-commerce team, preparing to test the water business area. Similarly, Jinjiang Shun Chao (Fujian) Shoes Co., Ltd. has fully launched the new brand of online leisure shoes - "Bai Ni Lu".

E-commerce has increasingly become a popular channel and field for traditional enterprises to further develop. But in the process of development, online and offline "left hand" and "high cost of electricity providers" are also plaguing traditional enterprises.

　　 Traditional enterprise electricity supplier "hot" continues to heat up

Recently, as a traditional enterprise, Jinjiang special sporting goods Co., Ltd. has set up an e-commerce team, preparing to test the water business area. "Traditional shoes and clothing enterprises try electronic commerce will be an irreversible trend. In my opinion, in the next 20 to 30 years, all enterprises will become Internet companies, and the Internet will become an ubiquitous infrastructure like hydropower, and run through the development of every enterprise. " Ding Xiangjun, general manager of the company.

There is no coincidence. These days, Jinjiang Shun Chao. footwear industry Wang Qingbo, general manager of the limited company, has been busy negotiating with the vice president of production to coordinate the production line. Shun Chao company launched the new brand of online leisure shoes - "Bai Ni Lu".

In fact, many traditional enterprises are testing hydropower providers in this area. In the newly established e-commerce center of China shoe capital, there are more than more than 200 brand shoe enterprises, and most of them are traditional enterprises who want to develop e-commerce channels. "Through the electronic business platform, put the designed shoe samples on the Internet, then carry out the omni-directional packaging operation for this shoe pattern, and make this shoe sample into a hot selling product. Since then, according to the order of consumers, e-commerce enterprises are placing orders for shoe manufacturers. China shoe capital e-commerce center official told reporters that the electricity supplier has become an important channel for traditional small and medium-sized shoe enterprises to break through the bottleneck of development.

　 Online and offline differentiated development

In fact, traditional shoes and clothing enterprises do business, the same problem is the conflict between online and offline: the conflict of interests between traditional channel providers and franchisees.

In the view of the industry, traditional enterprises must develop differently in order to achieve this balance. Specifically, product differentiation and price differentiation. For example, product differentiation, traditional enterprises must create products for the electronic business, or make a brand for their own brand. Or from the style series, or from the production of materials to create differentiated products. " E-commerce observer Lu Zhen Wang Express.

On line and offline for product differentiation development, XTEP's example is worth learning from most traditional enterprises. In 2012, XTEP built a network dedicated to commodities "step by step". This product combines XTEP's star resources, XTEP sells on the Internet only, although the price exceeds the average selling price of the same brand ordinary products online, but this product still sells well on the Internet. This year, XTEP plans to develop more "network exclusive".

Ding Shizhong, chairman of Anta sports board, also put forward a differentiated product line. "If there is no difference between online and offline products, the contradiction is great. In the past, many brands in Quanzhou may have opened one or two flagship stores, but there are hundreds of shops on the major websites. They are actually black shops. They are everywhere and are very confused. If a Brand Company, like commodities, online can not be cheaper. " Ding Shizhong emphasized.

{page_break}

In order to solve this problem, Ding Shizhong said Anta will adopt measures of commodity differentiation. "Because most of the shops under the line are 150-200 square meters, there are about hundreds of products in the shop, but there are thousands of them on the Internet, so it is feasible to make differentiation."

　　 "Four steps" to kill "high cost" encirclement

Traditional enterprises are not only facing the problem of conflict between online and offline, but also facing the embarrassment of the overall cost of electricity providers. In particular, the rising cost of talent and promotion has raised the threshold for traditional enterprises to enter the electricity sector. Now, if you want to sell products in this industry, you need to burn money. Ding Xiangjun said helplessly.

Compared with traditional sales channels, electricity providers are not cheap. Mr. Chen, who specializes in electronic commerce in Jinjiang, calculates an account: for example, a new shoe launched by Taobao, for example, sold 6000 pairs in 5 hours a day, but the huge sales volume was invested in huge advertising fees.

Mr. Lin told reporters that on the same day, he advertised in four locations: home page focus, home page, three screens, and a category search sidebar. "Rough calculation, the advertising cost of that day is about 200 thousand yuan." He told reporters that a pair of shoes will be sold at 99 yuan per second, and that is 600 thousand sales. "If you calculate profits, if you want to ensure that you do not lose money, the cost of these shoes can not be higher than 60 yuan, otherwise it will be a big loss." In fact, this algorithm does not include other charges such as logistics, warehousing and so on.

So, how does the traditional business enterprise's electricity supplier get out? In this regard, the marketing experts who have studied the electronic commerce have put forward the "four steps" transformation route to the traditional enterprises.

"First, the traditional brand enterprises based on the upstream of the supply chain should establish an independent e-business warehouse, based on which the whole network sale will be launched. Secondly, sort out and integrate downstream network sales system, and gradually establish market rules. Zeng Qi said that in the meantime, the traditional enterprises should create a fast supply chain system, and at the same time, "the O2O marketing mode combining online and offline marketing (online marketing online purchasing to drive offline operation and offline consumption)" should be launched, and its own e-commerce customer system should be established by combining its own stores and websites.