The footwear industry in China is facing an important turning point: bottlenecks in traditional channel expansion. Online shopping market It is in the stage of explosive growth. According to the latest statistics, Internet sales have become the third largest selling platform for shoes industry after shopping malls and stores.

In April 17th, it was jointly sponsored by the Jinjiang Municipal People's government, Jinjiang economic newspaper and global shoe net. Fujian Xun Network Technology Co., Ltd. hosted the 2011 shoe industry. E-commerce Summit It was held in Jinjiang. More than 600 shoe enterprises attended the forum. These include Lining, Anta, XTEP, seven wolves, 361, Hongxing Erke... These brands have already become household names in traditional channels, and have begun to explore and try the same thing: put shoes on the Internet to sell.

Traditional channels encounter bottlenecks "touches" change

"When you go shopping in any shopping mall, you always see shoes on the first floor. This is the golden area of shopping malls. It also means that a large proportion of the profits of these shoe brands are used to pay rent. Stores have reached saturation in many cities. Wang Dongzhu, chairman of Fujian Xun Network Technology Co., told bit network. The Jinjiang businessman who has made the leading line in the traditional line industry has been bluntly bluntly pointed out: "the shoe industry has encountered bottlenecks in traditional channels, and it is difficult to find a big breakthrough in expanding traditional channels."

Therefore, online direct selling has become an important way for some shoe enterprises to break through the terminal. According to Lin Xiaofei, although Anta's online sales in 2010 were less than 1% of the total turnover, it had planned to break through 10% in 2011. Therefore, Hongxing Erke electric business leader Zeng Min said, "we are now on the Internet crazy shop channels, because the electricity supplier is our best to increase the exposure rate among netizens".

B2C platform as an important way to break through terminal

The shoe industry touches the net, generally has two kinds of methods, one is uses the present B2C electronic commerce platform to set up the on-line shopping mall, like the ambush shoe net, Le Tao, the good joy buys and so on; another kind is the official website direct sale.

"The rental of traditional shops in golden shops can do many things on the B2C platform for a year." Anta Lin Xiaofei introduced that in the coming year, cooperation with B2C platform and intensive Taobao flagship store is the highlight of Anta's e-commerce channel.

And Lining chose another road. Lining electric business manager Feng Ye told the bit net that at present Lining focused on building his own official website platform, but when asked about the promotion cost and operation cost of the self built platform, Feng Ye admitted, "all the market budgets this year may be 7 digits, probably less than half year's advertising cost of e-commerce."

But for these two ways, Le Tao CEO Bi Sheng believes that for shoe companies, the best way to touch the net is to cooperate with the B2C platform. "To build an e-commerce platform on its own, the cost of marketing and operation needs to be too high, and the B2C platform has acquired considerable customer resources and reputation through long-term accumulation." This is what Wang Dongzhu has stressed in his interview with bit net, "ruler has strengths and inches are short."