Han Buyong, A Famous Shoe Store: Don'T Invest In The Official Website Of E-Commerce If The Target Is Unclear

In the afternoon of September 1, Xiamen B2C Association, Shanghai Shopex and S The "Longevity Haixi E-Commerce High end Strategic Salon" co sponsored by CN Famous Shoes Store was held in Xiamen Haiyue Villa Hotel. Cai Peng, Vice President of ShopEx, Abe, Vice President of Mingshoeku and Chief Designer of Longtiwei, Han Buyong, CMO of Mingshoeku, Qiu Jing, Secretary General of Xiamen B2C Association, Huang Mimi and Anta, Vice President of MR.ZERO KAPPA、 Nearly 30 senior executives from PEAK and other enterprises attended the salon to share the "development trend of B2C industry" and discuss and communicate around the "B2C, brand, future". The collision between traditional enterprises and new e-commerce has aroused countless sparks of thought.

　　 Practice on Taobao first B2C website

On the peak interactive topic of Future oriented B2C E-Commerce Strategic Layout of Medium and High end Brand Enterprises, Han Buyong proposed that traditional enterprises should first go to Taobao to train their troops, first form teams and hone teams, and then summarize experience and methods in time to accumulate more B2C operation experience. In this way, when we invest more energy and financial resources to do B2C websites, we will have a clear idea and full confidence.

The famous shoe store first opened a shop on Taobao quietly, and began to study and learn B2C experience from Taobao, which is of great significance for us to develop B2C websites later.

　　 Don't be too big and comprehensive when doing B2C official website

Han Buyong believes that the first thing for e-commerce to do is to look at category And business capacity. If the scalability is not good, do not focus on the platform. Second, do not be eager to become an official website. At the beginning, if the team has a fundamental understanding of B2C business and can't put forward good requirements, it can't develop website products that meet future needs. Wang Jinyong, the chief representative of Shopex Fujian, also sighed, "In Beijing and southern Fujian, I have contacted at least 20 bosses. I am too ambitious to invest tens of millions or hundreds of millions of dollars at the beginning. You can make another Taobao for me."

Han Buyong revealed that when the famous shoe store established its official website (www.s.cn) in the winter of 2008, it actually first studied the open source free online store, then spent thousands of dollars to buy low-end Shopex products, which took one month to go online. After more than half a year of careful research, and with the rapid growth of the company's business, we put forward valuable cooperation needs, started further development of the website with Shopex, and became a deep partner of Shopex.

　 Whether to go out of "Taobao" and do the official website alone

In this interaction, the question of "whether e-commerce will go out to" Taobao "(meaning Taobao) and become an official website alone" aroused heated discussion among guests on the scene. "Operating on Taobao, Paipai and other platforms, it is easy to be restricted by rules, and a little carelessness may lead to punishment, which makes it feel very passive. As a successful official operating platform in Fujian, how does the famous shoe store view the relationship between the two? "As for the question raised by Huang Xin, the general manager of Noah Jewelry, Han Buyong said that Taobao currently occupies 70-80% of the online shopping market in China, and will also have at least 50% of the market share in the next few years. So why should Taobao high-quality customers with the best consumption power refuse to stay outside? Therefore, it is unnecessary to make the Chinese B2C market an either or, let alone give up; Many e-commerce businesses on the site developed from Taobao. Taobao is actually an incubator and a sharpener, which makes it easier for enterprises to embark on the "B2C road".

For e-commerce, the main purpose of official stations is to show brand Image, enhancing customer experience and interaction, is a long-term investment; To build an official website, we should be cautious. We should not blindly want to build a B2C platform, but evaluate whether our categories and businesses are enough to support it. If you don't have a clear goal, you'd better not build an official website.

Cai Peng agreed with the view that "to be an official website, one should have goals", but he also put forward different opinions. He said that the official website must be built. The key is to understand the role of the official website, rather than blindly pursuing turnover. For this reason, especially in the on-site survey, half of the people raised their hands and said that they had built the official website, but as for whether the official website had been profitable, no one dared to raise their hands immediately, causing a burst of laughter.

　 The famous shoe store has changed and launched the European fashion men's shoes brand Longevi

This salon is the first offline high-end salon sponsored by Mingshiku Company, and also the first offline public appearance of the private brand Lantivy of Mingshiku. Before the salon, Longevi launched a special "fashion experience" activity. After the guests put on Longevi at the scene, they unanimously praised Longevi's "style", and instantly the "fashion index" increased significantly. At the same time, everyone wrote their own "style" ideas on the theme wall of Longevi's "style moves by me".

It is worth mentioning that Abe, the chief designer of the Longevity brand, also delivered a speech "Longevity: the road of private brand in the famous shoe store" at the salon, sharing the brand building process of the fashion men's shoe brand Longevity. The famous shoe store has launched Longevi in a variable fashion, which has attracted widespread attention in the industry.