The AOKANG shoe group, a private shoe company with a cautious attitude towards e-commerce platforms, has finally been unable to start large-scale "touches".

Yesterday, we learned from AOKANG group that its network sales platform, AOKANG online mall, was officially opened in mid June.

According to the plan, it will take several years to build the largest online footwear sales platform with an annual sales revenue of over 1 billion yuan.

Perfect channels

Huang Shaojun, head of AOKANG Internet Mall, told reporters that the initial investment of the sales platform was nearly 3 million yuan, which focused on the 5 major brands of AOKANG group, including AOKANG, Kanglong, and red Firebird.

And there are nearly 1000 kinds of Internet sales.

At present, AOKANG group has set up a network mall project department, including technology, sales and service personnel.

After ordering online, AOKANG orders the orders directly to the nearest physical store to complete the order and form logistics distribution, while AOKANG calls it a three-dimensional marketing system.

In fact, this is not the first time that AOKANG built a network platform. As early as in 2005, AOKANG started the online store on Taobao's website. In 2006, AOKANG's Kanglong brand had joined the Tencent network to open the Kanglong network flagship store, but by contrast, the two platforms were very small.

As consumers prefer traditional footwear to experience, AOKANG group has been cautious about opening large-scale e-commerce platforms.

However, because of the unfavorable factors such as the rising raw materials of shoes industry and the reduction of export tax rebates in recent years, the profits of the whole industry have been declining. These directly contributed to the acceleration of the construction of the network platform by AOKANG group.

"Through the online shopping mall, the most direct way to reduce the cost of the direct channel business is to reduce the cost of the channel, and at the same time, it will accelerate the market share of the direct selling network, thereby enhancing the brand influence of the traditional market and improving the overall market share."

Huang Shaojun said.

At present, the price of AOKANG's Internet sales is slightly lower than that of offline sales. Huang Shaojun admitted that this may cause some impact on traditional channels in a short time.

"At present, we will choose some classic and personalized products to be sold on the Internet, and as the market and consumer groups become more and more fragmented in the future, products on line and offline will become complementary, and this impact will gradually disappear."

Traditional industry Nuggets

AOKANG is not the first traditional enterprise to contact the Internet. In fact, the myth of e-commerce sales created by PPG has made more and more traditional shoes and clothing enterprises see the bright spot in this field.

In August last year, Daphne shoes, which had been involved in e-commerce, had exceeded 100 million yuan in Internet sales.

And the news birds who got involved in e-commerce through the acquisition of treasure birds launched its own flagship online flagship store at the beginning of last month.

An industry insider told reporters that the development of e-commerce by traditional clothing and footwear enterprises can greatly save the cost of intermediate links and the establishment of terminal stores.

"The more cost of e-commerce is used for publicity, and the mature brands such as AOKANG and" happy bird "have gained a lot of popularity, so it can be easier to operate.

However, due to the different modes of operation of traditional mode and network mode, it is a key to combine the two.