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Brand Shoe Enterprise'S Money Road Hangs B2C Online Direct Sale Directly

2008/10/7 0:00:00 93

With the increasingly fierce competition in the market, the competition in the footwear retail market has changed from the initial product competition to the commodity competition to the brand competition, and has returned to the essential details competition. That is to say, under the condition that the serious core competitiveness of the homogenization is not obvious, the enterprise can only provide better products, lower prices, more practical services to serve the market, and win the market by essence in the links of production, marketing and operation through detailed management.

And sales terminals have become the main force of many brand shoe companies.

With the popularization and deepening of the Internet, online direct selling has become a way to break through the terminal of some brands.

There are two main situations in online direct selling, one is the establishment of self operated direct selling network, the other is the sale of large B2C e-commerce platform (such as Taobao net and shoe net).

In mid August 2007, Daphne launched a new online shopping site.

At present, the sales volume of Daphne's network electronic platform has exceeded 100 million, which is only a small figure for enterprises with 2000 stores.

In April 10, 2008, Taobao, the largest network retailer in Asia, announced that the company was testing the B2C market.

China's first national sports brand: Lining, officially opened in Taobao mall, and sold thousands of items on the day of its opening day, far exceeding the daily sales volume of any store in the line.

In June of this year, AOKANG group, China's largest private shoe making enterprise, announced that its online sales platform, AOKANG online mall, was officially operated and launched the online marketing business in an all-round way.

It is understood that AOKANG began to set foot in Internet marketing in 2006, and then established a network store through Taobao and eBay.

In recent years, because of the unfavorable factors such as the rising of raw materials and the reduction of export tax rebate, the profit of the whole industry has been declining. This has accelerated the construction of the brand shoe enterprise network platform and expanded the profit space and market space.

At present, more and more brand shoe enterprises are beginning to turn their attention to the Internet market.

So where is the advantage of B2C direct selling channel?

1、信息优势：B2C模式通过掌握大量个人和客户的信息，甚至购买习惯和个性需求，开展有针对性的网上促销和个性化服务。

2、短渠道优势：B2C越过了销售渠道的重要环节――传统的代理商，这使得一些厂商或超大型的MALL公司利用传统的商品价格及物流仓储优势，通往网络实现销售给最终用户，这样的边际利润率相对较高。

3、客户忠诚度优势：有一项调研显示：客户对网络的品牌知名度的认同感要超过对传统行业。也就是当一个大型的购物网的忠实客户也可能浏览其他购物网页内容，但很难让他尝试购物。这是因为“流程”、“安全性”和“品牌信任感”这三大要素会直接导致忠诚度和习惯。所以，客户能记住某一个方向的最好的一两个网站，客户很难记住第三个网站，如果没有新意，很难获得PAGEVIEW。

4、贴近客户需求优势：某些公司在时机成熟时，逐渐提供了下列服务：公司所有的商品，实时的、个性化的交互式导购员，以及“大家一起购物”（能够使不同地点顾客在网上交谈）系统和购物广告。这些技术和服务，进一步扩展了目录购物方式给消费者带来的购物体验，这个网站上活生生的导购专家，可以通过网上聊天方式来帮助你找到自己想要的商品。B2C的技术决不是为技术而技术，而是以顾客为中心采用技术。

5, the security advantages of funds

B2C usually does not have much conflict in the payment process.

Personal shopping is usually used to pay in cash or credit card immediately after the completion of the purchase process, which is very beneficial to the turnover of the network company's capital.

At least, the company can control and predict the outflow and inflow of funds through process, and the access is relatively small, so it is easy to manage and control the flow of funds and the possibility of bad debts is very small.

The five brands of AOKANG group, such as AOKANG, Kanglong, red Firebird, beautiful beauty, and international brand Wanli, have appeared in this comprehensive network sales platform, with more than 1000 varieties and styles.

In the specific operation, with the brand appeal of AOKANG and nearly 5000 sales terminals all over the country, AOKANG online shopping mall will complement the online retail and offline retail. After ordering online, AOKANG will distribute orders directly to the nearest physical store to complete the order, forming the fastest logistics distribution, forming a three-dimensional marketing system.

To sum up, B2C direct marketing can reduce sales costs and reduce recurrent expenditure, improve business efficiency and speed up asset turnover. It also helps to develop customers, change marketing methods and expand the visibility of enterprises, and provide consumers with more product choices, more efficient purchasing processes and lower prices.

Every thing has two sides: B2C online direct selling must control five major problems.

1、控制力问题：B2C需要面对无数的客户群体的不同需求，无论从网站的技术上，还是销售的物流上，都面临一个失控的危险。每一个成熟客户都是潜在的再次消费者，但问题是每一个客户对B2C模式的期许是完全不同的，有相当的一部分客户会寻求更高质量的服务，因为网上的销售服务不能比网下购物差。

2、在线人数问题和实际网络购买力：在国内，虽然每年网络人数以翻倍的数字增长，但相比较网下业务的实际购买能力，只是很小的一部分。从CNNIC的报告中可以看出，上网人群中具备中高级别购买力的人群还只占35％左右。

3、物流问题：B2C模式多数是要送货上门。国内的物流配送环境相对较差，如果自己作物流，虽然容易控制和协调，但从企业的核心价值来看，这一块做坏的可能性非常巨大，而且维护和管理物流的费用相当惊人。但如果用第三方物流做配送，国内还没有非常完善的物流公司来操作，特别是小件多属性的商品，由于网络公司和物流公司的沟通协调很难完全同步，所以客户常常面临送错货的问题。而从法律上，如何清晰的判断这种模式的责任也是一个大问题。

4、库存问题：B2C模式的库存管理是最困难的。因为商品种类通常很繁多，而且一些网络零售店或网络超市，他们要面临近千种商品，数百个大类。每种商品的流通周期都不相同，淡季旺季的需求曲线也不相同，至少每个大类商品需要一个产品经理来协调厂商进货和定购。这样库存问题不仅牵涉到物的库存，人的库存问题也带来很高的管理成本。特别是有一个流程问题是B2C很难完全解决的。但问题是B2C模式中，产品经理对网上销售情况的判断只可能是凭经验，或是上几个月的平均情况。但B2 C的过程是非常难控制的，很有可能在某一个时刻，网上就连续下了12套订单，没有任何理由和迹象。这时就造成了缺货现象，也就是必然有2个客户的订单要延期处理或取消。

5、销售控制和资金管理问题：B2C可以通往网上的促销和广告宣传来扩大销售额和主推产品，这和传统销售相同。但问题是传统模式利用渠道销售时，对厂商和分销商可以通过很多手段对销售额和销售进度进行控制和管理，针对不同的情况采用不同的策略。更重要的是当销售的进度和量可以估计和测算时，资金管理问题也变得简单和有据可查。所以，网上对最终客户销售虽然有回款快的特点，但由于产品线过长和安全库存量的提高，B2C销售的资金占用也是非常严重的问题。

No matter what risks exist in this terminal mode, it will undoubtedly become a way to break through the channel terminal for brand shoes enterprises.

As long as we take advantage of our advantages and avoid disadvantages, we can control risks well. It will become a breakthrough for enterprises to sell and may eventually replace the traditional sales terminals mode.