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E-Commerce Summit: Ten Spears And Nine Shields On The Road Of Traditional E-Commerce

2011/4/19 13:20:00 170

April 17, China's first footwear industry E-commerce Summit The meeting hall of 300 people fully accommodated more than 500 people. The forum was bustling all day, but almost no one left early.

Jinjiang -- the shoe capital of China, the largest tourism in China gym shoes Last year, there were only more than 500 billion shoe-making enterprises in Jinjiang, which had more than 500 billion square kilometers of land, the largest shoe manufacturing base in Jinjiang. In 2010, the total amount of e-commerce transactions in China exceeded 4 trillion yuan, and the total online retail sales reached 498 billion yuan, up 92.6% year on year, accounting for 3% of the total retail sales of consumer goods.

Jinjiang, speed up the pace of the development of e-commerce is urgent.

This is a magic land, which has spawned hundreds of well-known sports shoe brands at home and abroad, such as Anta, Tebu, qipilang, 361du and hongxingerke. However, it is also facing great challenges and troubles. Facing the fierce wave of e-commerce, is it a painful transformation or stubborn defense?

When traditional enterprises take the first step in the long march of e-commerce, they will face decision-makers operate What are the nine major obstacles, such as traditional mode, platform, consumer, capital, government and media? Who will be the winner?

Three mentality of small and medium-sized shoe industry to be E-commerce

1. Be forced to be desperate! A dead horse should be a living horse doctor

There are 3000 shoe related manufacturers here, of which the top ten account for more than 50% of the market share, and the profit proportion is more than 80%. Even today, without the wave of e-commerce, in the traditional market competition, these small enterprises will go to a road of no return. Bankruptcy, bankruptcy, unemployment and acquisition are taking place and can be foreseen in the future.

Do, not necessarily live; but do not do, must be waiting for death.

The key to how to do small brands is to find market space according to their own situation, and gain consumers and markets with the characteristics of products and unique business model, plus new service experience. In the early stage of small brand and small e-commerce scale, we must achieve four precise positioning: 1. Precise target group positioning; 2. Reasonable product positioning; 3. Positioning of business model; 4. Positioning of layout stage and path. Innovation is very important in this process. Even if you don't have the ability to innovate, you should also refer to other people's experience. It is not very difficult to copy 100% but to quickly imitate and forward to your own advantages. The reason why E-commerce creates magic is that small and medium-sized enterprises can seize the opportunity given by the times, grow rapidly and gain vitality.

2. Go with the current and test the depth of water by Dragonflies

Data from Taobao, the largest B2C platform, shows that 50% of foreign trade enterprises start to sell domestically, and the mode of the whole supply chain is changing dramatically. However, more and more small and medium-sized enterprises have chosen the compromise method. Since 2008, companies in Jinjiang have begun to test water e-commerce. There are enterprises that have done better, such as taoshoe.com. Now there are more than 2000 orders a day. Of course, more enterprises are unknown and dead.

But today, if we are still trying to test the water, we will find that after 2-3 years, the shop operation ability is insufficient and the supply chain integration ability is insufficient, which may be eliminated and replaced by e-commerce with stronger control. This is the inevitable trend of the development of e-commerce today, because it will step deeper and deeper in the future.

3. Cruel transformation, eager to break new opportunities

In addition to being forced to gamble and make symbolic attempts, a small number of traditional enterprises have really smelled the hidden business opportunities. Their scale is slightly larger, the traditional fields are relatively mature, they are exposed to new business models earlier, and the leaders have long-term ideas. However, when they take the initiative to attack with system, plan and idea, they are also the force that can not be ignored in this tide 。

Aokang shoes industry is one of the representatives. Chen Xiangwu, the person in charge of e-commerce, compares its current e-commerce status: "the independent regiment has passed, the security corps has just started, and has not entered the cultural industry Corps.". The independent regiment only allowed us to set fires, and no one was allowed to light the lights. We should concentrate all the funds and set the rules for the online and offline businesses. For the security group, we should escort the key 2-3 areas of the online distributors, and help them form their own experience accurately and quickly, so as to avoid the damage of their own image; If in the second year, under the protection of the whole security year, the whole logistics system and new product system are recognized to a certain extent, we will quickly spread out in the third year, and achieve the integration of online and offline, and e-commerce as a referee, advertising, brand comprehensive utilization, we call it the cultural industry group.

Aokang's e-commerce Department has the "unlimited right to fire". In addition to the personnel rights, we are not here, the rest is our own decision. It is worth mentioning that in their system, how much value an individual can create on average is the only criterion for assessment.

Defense and counterattack of large and medium-sized shoe industry

Natural vigilance, love and fear of being hurt

Relative to household appliances and other 3C industries, the degree of sudden profits of footwear is shocking. The cost of a pair of ordinary sports shoes is less than 50 yuan, and the highest cost price is definitely not more than 200 yuan. The high profit margin of more than 400% is told by a person who has worked in the industry for 10 years, and is acquiesced by different industry insiders.

In fact, e-commerce has brought more profits to traditional footwear enterprises, especially to the "shoe giants" with good brands.

Compared with the traditional enterprises, e-commerce has incomparable advantages, without high store rental costs, fewer sales staff, and fast product operation cycle. The logistics cost of Baili's traditional marketing channels generally accounts for 25-30% of the sales volume, while the cost of e-commerce is only 5% - 10%. This 20% profit margin allows many enterprises to enjoy the spring brought by e-commerce.

But love is not the same as acceptance. In fact, taking Anta as an example, e-commerce accounts for less than 3% of its annual sales of 7 billion yuan, and the base and total volume are too small.

What's more, what's more, these giants who already have their own stable system are in fear. The cases of Haier, Changhong and other traditional home appliance manufacturers are being suppressed and profit exploited by the monopolistic 3C stores such as Gome and Suning. In addition, the recent aggressive situation of Jingdong Mall and other offline suppliers has made Li Ning, Anta, 361do and other shoe industries have a natural alert to online platforms Be cautious.

Now the profits brought by e-commerce to them are only small profits compared with the overall sales volume. The result of a rapture may be that they lose control of the whole situation and even collapse in an instant.

2. Control network pricing power strictly

They are all well-known brands in China, but they do not have the loyalty of users like international brands. Price is the most sharp and core weapon. The expansion of available brands can be promoted and the sales volume can be guaranteed by withdrawing the available ones. For Anta and Li Ning, which often have tens of thousands of stores, it is not easy to maintain such a balance of offline channels. It is the soul to control the price of products delivered and put on the shelves. The prerequisite of Aokang e-commerce is to maintain the brand construction, not to fight price wars on the Internet and to screw up the brand; Zhou Shaoxiong, the chairman of seven wolves, is more straightforward. He says that the conflict between online and offline is obviously a problem of brand image and the definition of the whole commodity price.

Surprisingly consistent, no matter which one is, they firmly hold the price control power of their products on the online trading platform, which are nothing more than four principles: 1. New products should be guaranteed to be 100% and offline prices within three months; 2. The cost price of online channels is about 5% - 20% higher than that of offline channels, that is, about 30-50 yuan lower; 3. Online products are always less than offline ones; 4. It is strictly forbidden to over discount online, and the minimum discount can only be 15% lower than that of offline.

The most common thing consumers see is discount promotion on XX. Com, which can stimulate consumers' instant purchasing power and bring huge orders and sales to manufacturers. But why do they oppose it? These enterprises are not stupid. Their already fragile low-end brand image can't withstand the psychological impact of discount for a long time. If users form habitual thinking, they can't help themselves The economic benefits obtained by discount are almost negligible, and the brand image improvement strategy which has been striving for many years will be destroyed. Even Nike, a global famous brand, once had a heated discussion about whether to do online sales independently for two years, and naturally gave up. After all, Li Ning doesn't always come to see the inventory discount for the sake of renewable products. After all, Li Ning doesn't necessarily come to see the inventory of the products.

Of course, they can't say clearly: the caliber of facing the platform is that your scale is only equivalent to one of our secondary dealers; and the way to deceive consumers is illusory: I always think that the sales service of shoes products in stores must be better than that of online sales.

Maybe the explanation of Zhou Shaoxiong, the chairman of seven wolves, is more acceptable. Our products are the core. I think the most important thing in all business forms is the products provided. Therefore, the first is better products, the second is better experience. I think e-commerce is a means. How important e-commerce is, I don't really know. If it is very important for us, we must pay attention to it, but our main energy is to do a good job in products and offline network.

I think it's hard to say whether it will replace the offline network in the future. But it must be an important supplementary means of traditional channels, which is beyond doubt.

3. Small tricks to make huge profits by means of deception

However, there is cake to eat. Using the Internet to sell shoes saves a huge amount of physical store costs; using virus marketing to do publicity, the brand gets a great exposure. On the one hand, we should not let the online discount be too low to damage the offline balance system; on the other hand, consumers will not accept the same product with the same price, because it is clear that the cost is reduced. How can we kill two birds with one stone? -- divide and rule the line and the line.

In other words, most of the e-commerce directors, such as Li Xiaobu and Anta, who are about to step into the online sales line, have not yet taken such measures. And most of the official saying is: in order to better meet the needs of consumers, online products must be differentiated from the products of physical stores.

This is the same as the independent proposition strategy of Beijing, Tianjin and Shanghai in the college entrance examination system, because the information asymmetry with consumers and the opaque system of cost and price are seamless tricks at least for now.

The competition for resources and infighting within traditional enterprises have proved this from the side, because there are disputes when there are profits. People who don't want to be known by their real names: a company made a great promotion of new products online in January, and the sales performance was more than 10 million. It was expected that the boss received a large number of protest messages from distributors, saying that the price occupied the market. In fact, the high profits of online commerce have begun to affect the decision-making of traditional enterprises.

4. Snipe and mussel compete for multiple platforms and play checks and balances

As a matter of fact, there are too many e-commerce platforms for their enterprises to choose from.

We can't do all kinds of online e-commerce platforms, but why can't we do it online?

Because of the openness of the Internet and the conservative and defensive psychology of most traditional enterprises towards the Internet, the CEO of a shoe B2C platform described: "we are worried that there will be no sales in the future. If today's brand enterprises do not do e-commerce, then e-commerce will do nothing."

Footwear enterprises that control the source of goods: for e-commerce platform, you can choose which one you want to choose, add harsh conditions at will, and make a lot of money with high spirits. This is the fact now.

5. Perfect Maginot line, will history repeat the same mistakes?

Whether the e-commerce platform will always be in a weak position has been proved by history. Even if the traditional enterprises focus on defense, they have built a perfect psychological and realistic defense system.

Seven wolves: big enterprises can be brilliant today, but if they are not careful tomorrow, they can collapse immediately. It is also an instant thing, so we are walking on thin ice. Special step: now e-commerce is a special assistant to the president, who has direct authority and can have direct dialogue with the president; Hongxing Erke: the understanding of the brand, the ability of commodity control, the control of price system, and your manufacturing ability are all irreplaceable. We must firmly grasp the part that we are good at, but we must share some things, such as the interests shared with channel providers. We should establish a set of e-commerce ecosystem of our own.

On the one hand, it is in full swing, on the other hand, who will be the winner of the next stage is unknown, but the traditional enterprise e-commerce is an inevitable trend that has been proved. {page_ break}

The first e-commerce summit of China footwear industry

As an e-commerce business, three main lines can go

1. Self management, defense and fear of being defended

For the Independent E-commerce of traditional enterprises to establish their own brands, there are two voices in the industry. In the view of enterprises, even if it is a chicken rib, they should insist on it without hesitation. The worst step is to defend. Of course, there are very few successful self platforms. Platform companies are even more afraid of being defended, because there will be no goods to sell, let alone development. The reality is that multiple states coexist.

Anta has built its own independent mall, customer service is still outsourcing; Li Ning: we have an independent supply chain, but resources are never enough, budget is never enough, all market budget this year is only 7 digits, express delivery is also a third-party express, the system is developed by a third party; Seven wolves: the first goal of e-commerce is at most 10%, so our investment is relatively small. (e-commerce) it's very easy for enterprises to build their own e-commerce platforms and make profits by building their own e-commerce products.

Bi Sheng, CEO of letao.com: I firmly oppose independent operation: one possibility is that I use the tide to promote business, and the second one is that I mix into this bubble. I think it's the technology industry that specializes in. Manufacturers do a good job in their products. We do e-commerce to do a good job in electronics. If I also produce a brand called eight wolves, it is certainly not professional. If Zhou Zong does an e-commerce to do Taole, it is not his strong point.

2. There is no absolute vertical and comprehensive

No matter Jinjiang or other regions of China, no matter shoe industry or other manufacturing industry, all the people who do vertical e-commerce are full of helplessness and contradiction, and even a little bit of tragedy.

No one is willing to really limit their field to a hole. The reason why they do this now is that they are still very small, and they do not have the strength to compete with the existing giants. Zhu Qigong, CEO of cool sports, said, "when your pocket is full, you will reach out to others' pocket one day." the Chinese people's natural pursuit of big and comprehensive, floating and impetuous is reflected incisively and vividly in the field of e-commerce.

All in all, Jingdong Mall sells books, Dangdang moves into clothing, VANCL makes furniture, and small companies have no definition. Haole buy has more than shoes. Letao is waiting for opportunities. From a vertical business to an outdoor one, the development of e-commerce will be more extreme.

The existing e-commerce giants aim at the competitive advantages of their competitors. On the one hand, the existing "vertical small stores" support the vertical thinking with such theoretical basis: "no matter how you look at Jingdong, the impression of consumers on them is 3C sellers". On the other hand, they envy the leaders for their large and comprehensive, and expand their product lines with quick speed. If the top ten e-commerce companies are in enclosure, the back e-commerce companies are wiring.

Because there are no rules to restrict whether you should do it or not, because the reality is very cruel, big fish eat small fish, small, so you absolutely have no sense of security. Of course, the current pattern can not prove that adhering to the vertical will definitely lead to a good end.

3. Platform and Openness -- the victory of a few people

So far, no matter vertical platform or comprehensive platform, there is no qualified shoe e-commerce website in Jinjiang. The largest shoe online website in China has an average of 2000 orders per day, which is quite different from that of letao and haolemai both at home and abroad, and the gap is getting bigger and bigger. Not to compare to Taobao, Tencent and other large-scale e-commerce platform.

Liu Yuheng, the director of QQ mall, made a speech with absolute superiority. We provide users and businesses with six advantages: 1. Tencent's open ID system is integrated with some B2C or BTS enterprises, and 600 million QQ users log in to shop directly; 2. Precise marketing of huge QQ groups; 3. SNS open platform application, amazing flow; 4. Fortune pay solution; 2. QQ group's online shopping; 3; 5. Improve the value chain of e-commerce; 6.5 billion independent industry fund.

This is bound to be an unequal competition. In front of the pure Internet giant platform and opening up, the disadvantages of traditional enterprises and semi traditional and semi Internet enterprises are self-evident. Platform and opening up are the victory of a few people, but the winner has not been determined yet.

Be a ninja in E-commerce

1. Whether it is a network or a business, a billion is a watershed

After all, e-commerce is not a pure Internet. Whether it is "e-commerce" or "commerce" must be given a clear answer. Although most operators of e-commerce websites are vague about this concept, they only know to play their own advantages.

Li Shubin, CEO of haolemai: I don't mind the practice of high investment at the beginning, but it needs low-cost entry and high input persistence. It really needs a lot of money, including warehousing, logistics and distribution system. In addition, the cost of B2C website promotion is very expensive today. In the past, RMB 1 billion was enough, but now it may be US $1 billion.

By the way, when asked the question "is it important for upstream suppliers or consumers at this stage", the founders of haolemao and letao, two of the best shoe B2C e-commerce websites in China, all chose the former.

2. Moore's law in E-commerce

Let's talk about data:

Baili: in November 2009, sales exceeded 1 million yuan; in 2010, single day sales exceeded 10 million yuan; haole buy: Sales of 10 million yuan in 2008; sales of nearly 50 million yuan in 2009; sales of nearly 200 million yuan in 10 years; Anta: water test in February 2010, a rapid breakthrough of 100 million yuan a year; Jingdong Mall in 2010, the annual sales of 10 billion yuan

These objective data may be the source of the confidence of so many e-commerce practitioners who are not tasty but ambitious. The author summed up the common phenomenon that may be suitable for China's e-commerce field: 1. Within five years, an e-commerce enterprise should increase its total business volume by at least 30% compared with that of the last quarter; 2. The decline in the quarter should not exceed 50% and the increase should not exceed 500%. Otherwise, the possibility of bankruptcy is very high.

The exponential growth of transaction volume makes China's e-commerce full of stimulation and challenges.

3. It's always a loss. Who has a big heart

Objective reasons for the loss: the absolute control over online supply of goods source enterprises, basically, the price of B2C taoshoe.com recognized by Li Ning and Anta is at least 5% - 20% higher than that of B2C; the sharp price rise of advertising marketing platform, of which Baidu search engine causes the greatest pressure, and the total revenue of portal navigation hao123 has increased three times from a year, most of which are contributed by e-commerce companies.

Subjective reasons for the loss: for online shopping consumers, especially footwear products, the most important thing is cost performance, and the price is the most sharp and effective weapon for e-commerce websites. Only through constant discounts, coupons, free gifts, can we attract consumers.

Letao CEO Bi Sheng's words are very profound. I think that if the acquisition cost of a new user is kept above 400 yuan, it will be a success for an enterprise. For example, if I make Anta and seven wolf shoes, 30% of the gross profit is given to me, but the marketing cost almost accounts for 200% or even 300%. We don't care about gross profit, but about user acquisition. E-commerce is looking forward to users' second purchase, so I have no marketing cost. It is true that there is no marketing cost for the second time when the user purchases the second time, but when the user comes for the second time is also a big problem. Whether you have been in the enterprise for years.

The author confirmed that all the e-commerce websites of shoes, such as letao.com, haolemao.com, taoshoe.com, cool sports, etc., are in a state of loss. If you lose, you still have a chance to earn back; if you don't lose, you will die!

4, bully you don't know the Internet

For the supply restriction of traditional enterprises, enterprises that have already transformed or are in the process of transformation also have their own advantages, after all, they take the lead in the trend.

Some e-commerce enterprises pointed out at the forum that we don't know about shoes. We know a little about the Internet. All of us here are the big men in the shoe industry and the elites in the industry. But in the e-commerce sector, we will be better than you. We can provide perfect one-stop housekeeper service, use Internet data analysis to allocate goods in the most efficient and scientific way, and create the most effective virus marketing with the least cost. Please leave your shoes in our warehouse. You don't care about anything.

Of course, competitors also understand this truth. Jiang Feng, CEO of cover.com, bluntly pointed out that traditional industries should be bigger and stronger according to their advantageous resources, rather than having to compete with real Internet enterprises.

In the online and offline game, the most important thing to understand is the efficiency of the game.

Where is Jinjiang spirit government in the industrial chain?

E-commerce on the table

Wang Dongzhu, chairman of taoshoe.com, is very calm. Many business matters in Jinjiang are still solved at the wine table, even e-commerce is no exception. A well-known CEO also revealed in an interview that he drank a lot of wine the night before the footwear summit and lost 350000 yuan overnight.

The following is the most direct representation:

The traditional atmosphere has both advantages and disadvantages.

The government is two feet

Nie Linhai, deputy director of the Information Technology Department of the Ministry of Commerce, said in his speech at the summit that in order to standardize the operation of third-party e-commerce platforms and create a fair and honest trading environment, the Ministry of Commerce has issued the norms for the use of third-party e-commerce platforms to establish norms for basic behaviors from the platforms.

Compared with other regions, the soft environment of Jinjiang has been relatively loose, and the government has followed the law of market economy in many decisions. For the cutting-edge e-commerce, we will spare no effort to hold the first e-commerce summit of shoe-making industry by taking advantage of its own advantages. The goal of Jinjiang is to create an e-commerce demonstration city.

The role of the government in the field of e-commerce has been controversial. The author believes that the government should be a triangle ruler, balance the entire industrial chain with the stability of the triangle, formulate reasonable standardization with the ruler, guide and supervise the standardization and high-speed progress of e-commerce. The government also needs to make progress and be flexible in this irreversible wave of e-commerce Strain.

Unique spirit of Jinjiang

"Jinjiang spirit" usually has three levels of expression: first, Jinjiang people's intuitive recognition of "dare to be the first in the world", "love to fight to win", "lose without losing battle", etc.; the second is the pioneering, enterprising, innovative, realistic and indomitable evaluation and discussion from all walks of life; the third is the honesty, humility, unity and struggle clearly and formally recognized by Jinjiang decision-making level. Although the three levels are not the same in terms of expression, their connotation and essence are still integrated with each other.

Mr ing CEO Yin Zhiqiang: This is my second hometown. Jinjiang can be described as a magic place. It takes only 45 minutes to get from Jinjiang to Quanzhou without traffic jam. There are airports and well-known brands all over the country. It is an indispensable spiritual force for Jinjiang to have such brilliant achievements. It's very simple. I've walked through a lot of places. For example, when people were drinking and shaking the color, I met once. Generally, I would say two 2's first. Once when I said two 2's, he opened it and he would bet me. The founders of many brands in Jinjiang, Quanzhou, have similar experiences like me. We all start from 0, step by step to the present, from 0 to 1000 million, indispensable is to persevere, never give up, love to fight will win the spirit.

Case study: taoshoe.com and Wang Dongzhu

1, from chat QQ to B2C, from line king to station master

The first footwear e-commerce Summit

The summit was organized by an unknown small company, taoshoe.com, hidden in a corner of Southern Fujian, as low-key as its chairman. Wang Dongzhu has been working in the small and insignificant thread making industry for 20 years, and then there is a listed company Dunhuang thread industry (now the essence of Weike), and he is also known as "the king of sewing thread" by his peers.

On the 16th, in a newly decorated office in Xiamen, a typical Minnan smart looking businessman was very interested in discussing his ambition in the field of e-commerce. His assistant joked that Wang Dongzhu could recognize the separated English letters, but could not read them together, but he was already learning to chat about QQ.

2. Play with the rules and know the way of "cunning"

Opportunistic domain name - this person who knows almost nothing about the Internet can naturally understand the importance of domain name, obtain the domain name of taoxie.com with the highest cost performance ratio, and also boast to the author. Taobao has made word-of-mouth, and our taoshoe.com has the same effect, which can make consumers accept us more easily With that, a child's smile appeared on his newly wrinkled face.

Wang Dongzhu's production line is used by more than 90% of the shoe enterprises in Jinjiang. He is outspoken. I am 20% more expensive than that of other companies. But they just want to use my thread. I never cut corners and my quality is the best. Once, I talked with the manufacturers of Nike about cooperation. They thought my line was expensive and refused to use it. I begged them to continue to use it. They chose to try the line from another home. Two months later, they came to ask me. I said that I had no time to talk about it. Go to another company. I just want them to know that the consequences of not cooperating with me will be very serious. Obviously, Putonghua with Minnan accent makes this sentence more interesting.

Change from passive to active: Wang Dongzhu didn't have the idea of doing e-commerce, but his reason is a little different from others. Because of the lines that supply most of Jinjiang's market share, many manufacturers, such as Anta and Li Ning, owe him loans. In the end, many of them pay off their debts with finished products. They have no choice but to deal with them. They just follow the trend. Wang Dongzhu has a finishing line: "this is only a means, absolutely not an end."

Binding with the government -- in order to seek a greater voice and radiate more traditional enterprises, taoshoe.com organized the Jinjiang footwear e-commerce summit, sponsored by Jinjiang Municipal People's government and hosted by taoshoe.com. It's a good move to make use of it. Of course, he didn't say it clearly. After all, seeking cooperation and win-win results is the theme. {page_ break}

3. Idealistic Confucian businessmen and industrial chain balance

Different from the blind online websites of other enterprises, Wang Dongzhu obviously has a deeper understanding of the industry, and has a deeper definition of his taoshoe.com. In the two days of contact, what he hears most is the win-win of the industrial chain.

He, who started as a traditional enterprise, is well aware of the traditional shoe industry's "love and fear of being hurt" to the huge potential e-commerce. The big stores not only cheat customers, but also deceive suppliers. These retail giants are afraid of losing the control of the situation. In addition, with an exclusive mentality, Jinjiang's shoe industry may have a very natural and strong defensive mentality against B2C shoe industry platforms outside of Jinjiang Our online trading platform of shoe industry will greatly reduce the distrust of suppliers. Amoy is one of the earliest shoe platforms.

In shopping malls, there are no eternal friends, only eternal interests. Wang Dongzhu defines the keynote of the whole value system of taoshoe.com as win-win. Helping smaller enterprises establish their own brands and e-commerce is one of the businesses that taoshoe.com distinguishes from other pure sales websites.

Although it is very small now, Wang Dongzhu is full of confidence in the future and always firmly believes in the future. Even if there are only 3 or 5 companies left in this industry, taoshoe.com will also be included. Although he can not clearly describe the future development plan and existing advantages, except for the abundant offline resources repeatedly emphasized.

4. What is most lacking is talents

"What Jinjiang lacks most is talent, and what we lack most is also talent," Tu Rongbiao, CEO of Tuan shoes.com, sighed to the author. Due to the formidable inertia of labor-intensive industry, Jinjiang has little attraction for excellent talents. This enterprise is willing to pay three times or more outside salary to hire talents. In Amoy's headquarters in Xiamen, more and more employees join in and work overtime on weekends.

5, "no consumers in the eyes"

This is a hard injury! From the contact with many traditional enterprises in Jinjiang, we can feel that we have been dealing with dealers for a long time, but the manufacturers who have little direct contact with them still have a vague concept of users. They agreed that: as long as I balance the interests of upstream suppliers, get high-quality products at the lowest cost, and then sell them to users. As for the user experience and user data analysis of the page, there is not even a word.

6. Different money, different feeling of spending money

For the normal track of e-commerce website, capital is not the only factor in the price market, but the most important factor. As long as the platform reaches a certain initial scale, it needs to quickly intervene with the capital consistent with the enterprise values, and then use the money to expand, expand and expand with the highest efficiency.

And traditional enterprises are "reluctant to spend money". It is easy to understand that their money is not hot money brought by VC, but the hard-earned money they have accumulated for many years. When asked how much capital can be used to expand in a short period of time once other conditions are ready, his answer is less than 100 million yuan. How to play e-commerce without 100 million yuan? What's more, Wang Dongzhu hopes to make profits next year. Traditional enterprises tend to be cautious in the way of e-commerce, which is an advantage and sometimes a constraint.

VC has also been in contact with Amoy shoe net, but only left a sentence: "you are too slow, I can't afford to wait."

7. Media awareness is almost zero

Traditional enterprises not only lack the concept of the Internet, but also have a poor understanding of the media. A company with more than 100 employees has a public relations only recently; the shadow of the media in the company's propaganda articles and magazines is still reported when it was founded.

Media is not sacred, but it is an important end point of the industry chain, and it is the magnifying glass and microphone of the industry. Facts have proved that the importance of media in the field of e-commerce is greater than any previous commercial revolution. Traditional enterprises are too pragmatic, which is in urgent need of change. What is worth affirming is that the company's chairman and CEO are sincere and willing to contact and learn new things.

8, derived from sincere confidence

No matter from Wang Dongzhu's personal character and history, or from the real situation that taoshoe.com is currently in, even if they don't understand the network and even if there are many difficulties, what makes people most infected is the confidence they reveal, and the source is their mentality of sincere hope for win-win with the industrial chain.

The foreseeable future

1. Up to now, no one dares to subvert the whole life chain

The mature brands in traditional shoe industry, on the one hand, taste the sweetness brought by the new mode, on the other hand, they lay out the defense in an all-round way; small companies are too busy to find a way out and have no time or ability to influence the whole industry chain; Platform e-commerce can feel some ideas from the posture of rubbing hands, but they are still struggling for survival because of the uncertain situation of their own and the pressure from upstream.

The current pattern of shoes on the point, are in the crowd, who can break the pattern and balance, to not only courage, more strength.

2. This cake is big enough

In 2010, China's online retail sales accounted for 5% of the total shoe sales, 17% in the United States, and more than 30% in Japan and South Korea.

Taobao's growth rate last year was 113%. In 2010, Belle's online sales of sports shoes exceeded 6.5 billion yuan, that of women's shoes exceeded 7.5 billion yuan, and that of men's shoes exceeded 2.5 billion yuan.

It is estimated that the total footwear e-commerce market will exceed 150 billion in 2015.

3. The way of e-commerce and listing of traditional enterprises

Seven wolves: the proportion of online sales in the whole group is not very large, so the contribution to the market value of listed companies is more to tell the story to investors.

Haolemai: its CEO Li Shubin has confirmed to the author that round C financing has been completed, with a total amount of US $60 million, which will become the third highest financing amount in B2C field after Jingdong's US $150 million in early 2010 and Fanke's US $100 million in November this year.

4. Catch up with real machines, micro innovation, step by step and ambition for thousands of miles

What is the biggest cost of doing e-commerce now - time;

What is lacking most in e-commerce now is innovation;

What is the core attitude of doing e-commerce now - pragmatic;

We can not predict the winner of the end, but we can be sure that the footwear e-commerce in Jinjiang still has a long way to go, and the long march of e-commerce in China has just begun.