Business economics of footwear e-commerce in southern Fujian

Business economics of footwear e-commerce in southern Fujian

If I had known it three years earlier, I would have been rich ten thousand years earlier.

Only by grasping the future can we seize opportunities and make fewer mistakes. Accept "world network business? Managers Nelson Org and Thomas both said that they had predicted the current e-commerce market environment several years ago. Therefore, they have already prepared for this day.

Fujian, a land that has nurtured countless business legends, has never lacked businessmen with a keen sense of business. As soon as e-commerce was born, it received their close attention.

But the e-commerce in southern Fujian is a very low-key group. They have never been able to appear in the spotlight, and some companies even deliberately fade out of public view. This time, taking the footwear e-commerce as an opportunity, we have the opportunity to approach these enterprises and explore the stories behind them.

Famous shoe stores: planning a ten-year business model

Thomas, the founder of the famous shoe store, was born in a traditional enterprise. He started making shoes from 1990, and set foot in foreign trade from 1994, which has continued to this day. At present, its foreign trade business exports 20 million pairs of shoes to Europe and America every year, making it the largest footwear exporter in China.

Retail has always been Thomas' dream. When doing foreign trade, the company's foreign trade orders are all placed by buyers. In his opinion? The buyer is a good man, okay? Because these orders make many people make money and create value. The dream of doing retail has taken root.

According to? Smile curve theory? Manufacturing is a link with the lowest added value in the industrial chain, and the added value of retail links is often higher. After the manufacturing industry develops to a certain stage, it has the power to transfer to high value-added links.

An accidental factor that ultimately contributed to the establishment of Thomas' famous shoe store was the financial crisis in 20 12. On the one hand, the financial crisis made the company's foreign trade business encounter bottlenecks. On the other hand, at that time, the inventory backlog of the whole domestic sportswear industry was serious.

Upstream brands have the demand of selling inventory, and downstream consumers are also eager for cheap and affordable, so they are positioned as? Online outlets? Famous shoe stores came into being, selling out-of-season goods at large discounts.

However, since the beginning of this year, this famous shoe store has also started to sell new products in the season. Thomas revealed that at present, the sales of new products and out-of-season goods in famous shoe stores each account for half. Sales of new products have increased rapidly.

After abandoning the outlet model, what is the model of famous shoe stores?

? The famous shoe store is a platform. ? This is Thomas's answer. But this platform is different from Taobao and JD.COM. Taobao and JD.COM are platforms for people to flow. The platform brings orders to merchants by sharing traffic with them. The famous shoe store is a platform for products. After docking the famous shoe store, the traffic platform is equivalent to introducing dozens of footwear brands at one time. By docking the famous shoe store, brands can sell goods quickly on all Internet platforms. What famous shoe stores need to do is to build such a bridge between brands and platforms.

Supporting the business model of famous shoe stores, except? It? In addition to things, there are customer service, logistics, warehousing and other systems. Thomas said that at present, there are such large-scale well-known shoe stores in the industry, and there are few platforms that can withstand great pressure. The establishment of these background systems cannot be achieved overnight.

Two years ago, famous shoe stores announced sales, ranking the top three in the footwear e-commerce industry. But in the past two years, well-known shoe stores no longer publish relevant data, and Thomas is not willing to disclose too much about it. However, Thomas said that at present, famous shoe stores can achieve Top 1 on every platform, whether it is daily operation or large-scale promotion. ? Our concern is to win every war and achieve Top 1 on every platform. ?

Thomas has his own unique views on the positioning of official website.

If official website is positioned as a platform, then famous shoe stores will be enemies with Taobao and JD.COM, so famous shoe stores have no chance of winning. If official website is positioned as vertical B2C, then famous shoe stores are not dominant in the competition with comprehensive B2C. Thomas even thinks that in the long run, vertical B2C sales will turn to integrated platforms.

Therefore, in the planning of famous shoe stores, official website is almost in an insignificant position.

Thomas said that enterprises should be able to see at least the next decade when they start to formulate business models. Thomas has studied the business model for a long time. He thinks that the business model of famous shoe stores can exist forever.

For out-of-season inventory, the primary purpose of the brand is to clean up the goods. Therefore, brands have weak control over these products, and retailers have more discretion. The competitiveness of these products basically represents the overall competitiveness of retailers.

For new products in the season, brand owners often formulate strict price control system to protect brand value. It is often difficult for channel providers to show obvious competitive advantages in this part of products.

With similar products and the same channels, how can a well-known shoe store establish its own competitive advantage?

Thomas analyzed that at present, the promotion channels and even promotion expenses of various enterprises are similar. However, different companies spend the same money and get different deposits. This subtle difference, after accumulating to a certain amount, will cause quantitative change and qualitative change. He believes that the reason why enterprises are backward is usually that internal teams have lost their competitiveness. Therefore, he will particularly emphasize the improvement of team competitiveness in the company.

At present, the shoes sold in this famous shoe store are mainly sports shoes. ? Men's shoes and women's shoes will definitely be made, but now I don't have enough energy. ? Thomas said that the place where he spends the most energy every day now is the goal landing.

Last July, this famous shoe store launched its own brand Lantivy. Every time I talk about this brand, Thomas will be very happy. However, private brands have little to do with the retail business of well-known shoe stores, which is actually another dream of Thomas.

Xie Tao. Com: line king? The influence of

Nelson Org, chairman of Taoxie.com, has a nickname? King of sewing thread? . Before the establishment of Taoxie.com, Nelson Org was the general manager of Dunhuang Wire Industry. This work experience not only made him gain something? Line king? The name "Taoxiewang" paved the way for the development of Taoxie.com. ..

What convenience did King Line bring to Taoxie.com?

For example, Nelson Org told us that when he bought a house, he and Ding Zhizhong, chairman of Anta Group, bought the same community. At that time, if Xie Tao wanted hundreds of pairs of Anta shoes, Ding Zhizhong would definitely give them to him directly. Nelson Org said,? If I finish polishing my shoes, I'll talk to Anta when the time is right. Anyway, for example, during the accounting period, if I want three months, that's no problem. ?

Dunhuang thread industry is the supplier of Anta. Anta purchases10 million polyester threads every year, and also owes millions. Nelson Org even said with a smile that everyone can barter, and money is not a problem.

In Fujian province, more than 90% of shoes and clothing enterprises like Anta have business dealings with Dunhuang thread industry. Nelson Org has worked with most of them for more than 20 years, and some bosses are close friends and even relatives with him. In Minnan, a region that pays attention to circle culture, this trust built up over the years is priceless.

At 20 12, 1 1, Xie Tao. Com received a joint investment of 50 million yuan from three companies, including Seven Wolves Venture Capital. At that time, one of the conditions of the seven wolves' investment was that Nelson Org would continue to be responsible for scrubbing the shoe nets. They only recognized this man.

This shows the influence of the King of Wires.

The resources of Dunhuang thread industry also provide another dimension for Nelson Org to feel the temperature of China shoes and clothing industry. Because the thread industry is the upstream industry of the shoes and clothing industry, we can see the prosperity of the downstream market from the amount of thread used by shoes and clothing enterprises. Nelson Org said that at the beginning of this year, he found that the amount of thread used by several large sportswear enterprises dropped sharply, and he keenly felt that the consumer market might turn cold. As a result, he reduced the original purchase. Facts have proved that this is a very wise decision. Several footwear e-commerce companies that increased their orders earlier this year may now have to face the pressure of inventory.

Nelson Org invested in e-commerce because he believed that e-commerce was the general trend in the future, which changed the lifestyle of consumers. What he values most is the speed of e-commerce. ? The Wenzhou bullet train incident can spread to the whole country in such a short time, which was unimaginable in the previous society. ?

I have decided to be an e-commerce, and I have rich resources. The next step is how to do it.

Nelson Org said he had thought it through. Xie Tao. Com does not have the conditions to sprint IPO quickly, and must aim at profit, otherwise, the larger the scale, the more losses.

For sports shoes, the competition is also very simple. Winning Nike and Adidas is half the battle. However, the products of these two brands are not profitable, so Taoxie.com did not focus on them.

As for the competitive environment of e-commerce, Nelson Org said that he had anticipated it. He took Dunhuang thread industry as an example. Zippers like YKK and SBS can put at least one LOGO, but there is no place to print the LOGO on the polyester thread, but we did it anyway. ?

Nelson Org said that he is very willing to invest, but the purpose of investment is to make a profit. The current e-commerce environment makes him unable to see when he can gain something, so he focuses on the team and system. Xie Tao. Com spent a lot of money to build its own ERP system, and inventory management can be accurate to a single commodity below SKU, and the age and location of the commodity can be found accurately.

And in terms of investment in scale expansion, Taobao is particularly prominent? Alternative? .

As mentioned above, Xie Tao. Com has never spent too much time on international first-line brands because it doesn't make money. Belle stopped the cooperation with Taoxie.com, and Nelson Org didn't feel too much loss, because the cooperation with Belle could not make ends meet. Xie Tao. Com is basically not promoted on Tmall except for participating in activities such as poly-cost-effective. The same reason is that the platform is difficult to make money.

In addition, Xie Tao. Com also carries out small wholesale business for some small sellers on Taobao. Although this part of the business is still unprofitable, it can help Xie Tao. Com, so as to improve Xie Tao's right to speak on the brand.

Xie Tao. Com is trying to make deep customization with the brand. At the end of last year, Xie Tao. Com cooperates with Xtep to launch'? Step by step? The wave of customization of special funds has achieved good results. At present, Taoxie.com is promoting this cooperation mode with other brands. This is what Xie Tao called a value war. Com has been strongly advocating.

Similar to deep customization, Taobao is also seeking the power of the brand to do some promotion. Nelson Org said that the power of a platform is limited, and only by marketing together with many brands can we get twice the result with half the effort.

After deliberately reducing so many unprofitable businesses, Xie Tao was finally able to achieve its goal: break even. If there is profit, Xie Tao will put money into promotion. After all, as long as it is not a loss, the bigger the scale, the better.

Nelson Org missed many opportunities in the field of e-commerce. Before investing in Taoxie.com, Nelson Org had talked with Li Shubin of Haolebu about investment. Later, due to poor communication, no agreement was reached on the equity. After the establishment of Taoxie.com, Nelson Org also tried to bind Taobao and strive for investment in Taobao, but was robbed by a famous shoe store.

In the process of communicating with us, Nelson Org mentioned this matter many times? Choice is more important than hard work? . What is Xie Tao's current choice? com？ Latent? All right.

Pat the shoe net: maverick

If I tell you that you can do retail without inventory, you must think it is against business common sense. But patting the shoe net is doing such a thing.

There are also many controversies in the industry. Especially after Letao, the once number one shoe e-commerce, transformed from the consignment mode, it cast a shadow over this mode.

But Dong Xinda, vice president of Pai Shoes Network, told us that the model of Pai Shoes Network is very different from Letao. Letao is a real warehouse consignment, and the brand must first deliver the goods to Letao's warehouse, and finally bear the inventory and cargo damage of the channel.

But Shoe Net is different. Shoe Net mainly sells virtual libraries. The goods are in the brand's own warehouse, and the brand can decide the direction of these goods by itself. Patting the shoe net is equivalent to providing an additional sales channel for the brand and will not generate new pressure. So it is more popular with brands.

To understand the shoe net, we can't just start with its mode.

The uniqueness of shoe net lies in its geographical position. Shoe patting net is located in Shishi, adjacent to Quanzhou and Jinjiang. This is the largest shoemaking base in China. According to statistics, in Quanzhou alone, there were more than 4,000 sports shoes brands registered at the end of 20 12.

This is also the secret of shooting the shoe net. Dong Xinda told us that the sales from these unknown brands accounted for 80% of the total sales. Most of the brands here are unheard of.

Therefore, patting the shoe net is equivalent to catching a long tail market. This model is basically impossible to copy to international first-line brands, even if it is copied to domestic first-and second-line brands, it may not be appropriate.

On the other hand, is the purchase and sale model suitable for shooting shoe nets?

The inventory of first-and second-tier brands has already made channel operators scratch their heads. Who has the ability to manage the inventory of these small and medium-sized brands?

Therefore, we understand that patting the shoe net is more like a product in a specific time and environment.

However, the shoe racquet has developed rapidly recently. After the platform grew up, it left room for imagination for the future.

We have been saying that e-commerce is a long-distance race. But before that, the first runner was the sprinter.

Since the beginning of this year, under the dual influence of capital market ischemia and macroeconomic weakness, the market has begun to differentiate, and some jogging e-commerce companies have begun to emerge.

It's too early to talk about patterns. But the fun will continue, because it is a marathon.

E-commerce in southern Fujian is very slow, but one step at a time. ;