The Flames Of War In Women'S Shoes Industry Spread To Online.

The competition of traditional brands is basically around 1:10, because there are only a dozen competitors in the mall, so as long as we can do well in these dozen hands, we will be able to compete with 1:1000 or even 1:10000 when we go online. There are tens of thousands of businesses on line.

Comar Nick, the founder of women's shoes, was founded by Lin Shuangde.

Related industries, in 2010 set up Comar Nick electric shoes brand.

According to him, its company grew rapidly at an annual rate of over 200%.

In April 2015, kurany was awarded investment in IDG capital such as Baidu and Ctrip, but they did not disclose the specific amount.

"E-commerce channels are growing rapidly, online brand products update faster, more fashionable, cost-effective, and diverted a large number of traditional retailers' passenger flow."

Lin Shuangde began to start her own business without thinking of being offline. At that time, judging from the business, the Internet industry was the sunrise industry, and the women's shoes industry was on the rise.

He became one of the first Tmall merchants.

In order to avoid the large number of low price customers on Taobao, he gave

The positioning is to take the middle and high-end line.

But don't mistake the online business to do well.

Compared with the traditional retail market, the online market is more differentiated and competitive.

"The competition of traditional brands is basically around 1:10, because there are only a dozen competitors in the mall, so as long as we do well in these dozen hands, we can break through, but when we go online, the competition will be 1:1000 or even 1:10000, because there may be tens of thousands of merchants Online."

Lin Shuangde is right.

Since last year, after several years of brutal growth, the whole business environment has changed.

More and more traditional brands are entering the electronic business platform, and the internal competition of category is becoming more and more intense.

Before this, many of the business companies that had made a thrived business disappeared in the year.

In the two years after the pformation, Amy's sales increased significantly, "in 2014, more than 200%, but last year's growth was somewhat lower, but still more than 100%."

Zheng Tao expects this year to be even lower, at around 70%.

The prevailing view is that the Internet has taken away customers from offline retail outlets.

According to the National Bureau of statistics, retail sales of clothing, shoes, hats, needles and textiles in 2015 1~12 were 13484 billion yuan, up 9.8% over the same period last year.

Among them, the online retail sales of these apparel products increased by 21.4% over the same period last year.

Look at Daphne again.

This company develops the electricity supplier at the same time, drastically reforms and optimizes its business mode, will change from the affiliate pattern to the direct battalion mode.

At present, the proportion of Daphne franchises is less than 10%.

The adjustment is quite modest.

You know, in the initial stage of Daphne, its franchise was about 80%.

One of the advantages of the adjustment is that the future electricity supplier's business can be done at the same price.

Aren't those traditional women's shoes enterprises with experienced and huge retail networks not seeing such a trend? Of course not.

Whether BELLE international or Daphne or other shoe companies started online early or late, online and offline channels began to merge.

BELLE international is the brand of women's shoes that intervened early in the Internet.

In July of 2011, it invested $200 million to set up an excellent purchase network. But before and after 2013, Xu Leihe, senior vice president of the purchase network CMO, resigned from the company. In 2013 July, Zhang Xiaojun was pferred to COO.

Executives have to leave the industry is considered to be excellent purchase network has not reached the BELLE electricity supplier expectations.

Since then, the excellent purchase network has not announced the annual sales of the main station. It only revealed in 2014 that its annual total volume of third party platforms reached 2 billion yuan.

In addition, in Tmall, Jingdong, Dangdang and other platforms, BELLE shops are also found.