There Is A Long Time In The Electricity Supplier Industry.

Vertical B2C was once seen as a new growth point and opportunity for e-commerce, but with the entry of many competitors and the intensification of bubbles, vertical electric providers are no longer blue ocean.

For footwear B2C, this trend is becoming more and more obvious.

Recently,

CEO, an official of the enterprise, told an exclusive interview with reporters about the development of vertical B2C in his eyes.

Line advantage convoy area electric business Amoy shoe net goal this year "earn a dollar"

As a branch of vertical electric business, the footwear B2C market is more active than other fields.

According to the survey data, it is estimated that by 2012, the consumption volume of the domestic shoe market will reach 2 billion 500 million pairs.

Retail will account for 5% of the total market share, that is, 125 million pairs of shoes, and the turnover will exceed 30 billion yuan.

In addition, the competitive strength of China's footwear B2C market in 2011 is obviously higher than that of other market segments.

Besides happy Lok and Le Tao, BELLE's online shopping mall has also been developing vigorously.

But in addition to the above enterprises in Beijing and other first tier cities, regional businesses in many local cities are also beginning to make their mark.

The shoe net was set up in 2008, with Xiamen as its headquarters and its parent company as the B2B website of footwear, the world shoe net. It is one of the first 83 e-commerce demonstration enterprises in the Ministry of Commerce, and has been in the industry for 7 years.

Up to now, there are about 150 workers on the net, and the sales volume is expected to reach 150 million yuan this year, compared with 60 million yuan last year.

Tu Rong bid told reporters that the goal of Tao shoe net this year is to "earn a dollar" - to break even and make a profit. Next year's goal will expand its profit scale besides high speed growth.

Unlike competitors, the shoe net is located in Xiamen, respectively.

Jinjiang has established 10000 square meters of storage centers.

According to Tu Rongbiao, the difference advantage of Tao shoe net is brought about by regional factors.

As we all know, Fujian is a big province of shoe making in China. 40% of the global sports shoes and 90% of China's sports shoes are in Fujian.

There are more than 30 shoe and clothing companies in Jinjiang alone, including Anta, XTEP, PEAK, seven wolves, and Li Lang.

And there are 3000 shoemaking enterprises in Jinjiang. The total annual output of shoes is more than 1 billion pairs. The total output of tourism and sports shoes account for 50% of the whole country and 20% of the world. Jinjiang is truly the "shoes capital of China".

Tu Rong said that it is precisely because of geographical reasons, so that the shoe net has the advantage of offline channel resources, and the new products purchased every season are faster and cost is nearly 5% lower than that of the first tier cities.

In addition, this creates convenience for the deep cooperation between Tao shoe net and local shoe makers.

There is a long time in the electricity supplier industry.

In November of this year, CEO, a success of Le Tao net, made an explosive statement. It said that domestic e-commerce could be a "hoax". Many electric providers were losing money, and the net profit of Yue Tao net dropped from 30% last year to 17% this year.

The remarks also triggered the discussion of the future of the entire electricity supplier industry.

It is not surprising that the industry has such a view. There is a partial bubble in the domestic electricity supplier industry, which is too dependent on capital. The main reason for the embarrassing position is that some businesses are playing the price war.

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He believes that in the past, many footwear B2C high gross profit rate was mainly taken from agents at a low price, not from branding price system supervision.

In order to expand sales volume with the idea of seeking perfection and quantity, in fact, this mode is not long-term, because for vertical B2C, the position of brand is particularly important, and the harm to the brand business is to kill the goose that lays the golden eggs.

Finally, as brand operators strengthen the channel monitoring, B2C enterprises with low price can only face the crisis of a sharp decline in profit margins.

Tu Rong Biao also revealed that the channel of Tao shoes net is completely different, and the depth cooperation with the brand is the biggest guarantee for the company's sales.

"The real leading role of footwear B2C is branding, and the value of footwear B2C is not yet inseparable from the brand.

The shoe net is a long-term development strategy, which advocates a win-win situation with the brand. The gross profit margin of the shoe net has reached 30% this year.

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Tu Rong bid revealed that in April this year, Tao shoes net reached a deep cooperation with XTEP, creating a turnover of 20 million yuan in half a year. The two sides jointly launched the "step by step" Han Geng's special wave shoes in November, which was stolen on the line, and the sale of a single product was expected to be 4 million.

In addition, "Tao shoes net" will launch personalized online shopping brand shoes jointly with Anta, Hongxing Erke and 361 next year. At the same time, it will invest more energy in the promotion of mobile terminals, so as to attract more 80 and 90 young groups.

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He also believes that shoes category does not have the complete standardization attributes of books, electrical appliances, and so on. The complexity of the category and the dispersion of the brand are bound to make footwear B2C unable to be a single company in a short time, but there will be many coexistence. In addition, many traditional footwear enterprises have just involved in the electricity supplier, and the integration between them and the electric business enterprises will also be a powerful force.

Tao shoe net completed a 50 million yuan RMB financing last year, including three investment from seven wolves and Hongqiao venture capital.

Tu Rong said that in the future, Tao shoes net would like to choose some cooperation with more resources, but at present, most of the company's energy is mainly focused on warehousing, internal optimization and system upgrading.