E-Commerce Market Research Of China's Brand Shoes Industry

With the increasing penetration of the Internet to people's lives, manufacturers who are accustomed to the traditional shop operation are constantly feeling the pressure and motivation of the touches. Nike's sales rate in the US market has reached 12.5%, while the Chinese market is less than 1%. At present, there are four main trends in the sales channel through constant market baptism and differentiation.

First, a comprehensive platform for department stores.
Such as Taobao mall. Brand shoes are one of the branches of the industry to share Taobao's huge traffic volume. One of the advantages of the integrated platform is massive users, but the lack of specialization and the large number of businesses are very mixed.
Two, manufacturers build their own direct network channels.
Such as Daphne, Lining and so on. At present, the trend of online shopping has a certain impact on manufacturers' store business. Under the current economic background, the sales pressure of manufacturers has also doubled. Network direct battalion can compress a large number of costs and increase profit margins. However, online and offline businesses are going on at the same time, so the manufacturers will fight against each other hand and hand, which is a blow to the lower level dealers, and the interests of the two sides are hard to balance.
Three, horizontal diversification of single network brand.
Take VANCL as the representative. After her success in the direct sale of her shirts, she launched a series of clothing, including shoes named after VANCL, in an attempt to create a full line product with VANCL as the brand. But if a brand does not develop in an intensive way, trying to encompass all products, it will further weaken the brand awareness that has just been established. This will make it difficult for this kind of product to break through in the shoe brands at home and abroad.
Four, specialized vertical platform.
Take the shoe net as the representative. This platform, with its professionalization as its core advantage, integrates domestic and foreign brands to meet the demand of one-stop shopping shoes for netizens. The shoe net was launched on the line in 2007. By June 2009, the number of registered users was over 1 million, and the number of page views exceeded 3 million / every day. The success of the shoe net led to the influx of many followers into the market. In the short span of two years, hundreds of shoes and clothing e-commerce websites have emerged.