The Integrated Marketing Of B2B And B2C In Traditional Footwear Enterprises

In December 8th, inflation, prices rose, store rental costs and labor costs increased.

To do or not to do?

Lin Wenjia believes that under the influence of price rising factors, the traditional channels of shoe marketing have developed bottlenecks, and the online shopping market is in the stage of explosive growth. The development of e-commerce is the choice of many traditional shoe companies.

Whether or not to do e-commerce is no longer a problem. The key is how to choose the form of e-commerce. If we carry out e-commerce according to the traditional thinking, there is not a very good operation team in support, many are just one or two customer service in doing, concurrently shipped, and are not familiar with the operation skills and skills of the Internet, so we can not expand the width and height of e-commerce in the shoe industry.

At the same time, there is no early planning of e-commerce, the organization is complex, the management system is not rigorous, did not deal with the line with the dealers, agents contradictions, did not deal with the price and terminal retailers appear contradictions, it may cause the footwear industry's e-commerce to the wrong area.

At present, the traditional footwear enterprises that carry out e-commerce are not uncommon, but they will be restricted by some inherent thinking. They think e-commerce is dispensable. They can try it, but they only have a sales channel on the basis of traditional sales, but only say that this sales channel is less devoted to some applications than the existing sales channels.

Therefore, some shoe enterprises do not have too much energy to analyze and study electronic commerce. Many enterprises only open a website, or engage in a shop, recruit several customer service, then goods, sell and deliver goods.

But after a period of time, the speed of product renewal is very slow, the traffic of the website is also very low, the sales of products are cold and clear, and the shoe enterprises benefit little. Many shoe manufacturers have an inherent understanding, and e-commerce has little prospects for development, so the e-commerce is neither too hot nor too cold.

Mr. Lin Wenjia feels that "shoes enterprises must do e-commerce sooner or later. E-commerce is one of the most important platforms for the future shoe marketing."

Left or right?

How do we use the Internet to do e-commerce in traditional shoes enterprises? What is the biggest obstacle for shoe enterprises to do e-commerce? Lin Wen Jia believes that we are accustomed to doing only five things: expanding categories, price wars, freighting, website upgrading, and independent establishment of e-commerce companies with independent purchasing rights and inventory.

Because some consciousness and system can not be broken, but also hampered the development of e-commerce in shoe enterprises.

In fact, there are many e-commerce marketing modes, including B2B, C2C, B2C and so on.

B2B is the marketing relationship between enterprises and enterprises; B2C is "business to customers", that is, shoe manufacturers directly sell products and services to consumers; C2C is the e-commerce between consumers and consumers.

Lin Wenjia believes that the slowdown in the footwear industry B2B is inevitable.

After the irrational development of the shoe industry from vague positioning to vague operation of the market, it is bound to cause practitioners to divide the B2B structure and analyze the way out of the B2B market.

Using "looks beautiful" to describe the current B2B industry's overall development status is not too much.

However, B2C has more price advantages than traditional retail, unlimited shelf display, and huge user groups, as well as a fast market environment.

Therefore, it is safe to say that B2C instead of C2C is the inevitable trend of the development of online shopping in the future. B2C is a new way for future marketing of traditional footwear enterprises.

Long distance running and jogging?

At present, e-commerce has become the consensus of traditional footwear enterprises. So what kind of e-commerce marketing strategy should traditional footwear enterprises formulate? {page_break}

Mr. Lin Wenjia put forward some suggestions for the traditional shoe enterprises: after making clear their goals for expanding e-commerce, enterprises should first make adjustments to their strategies according to their own and market conditions, constantly learn the way of others' success, and constantly accumulate users, rationally control the pace and speed, choose what kind of actual conditions to use "long-distance running", and what kind of situations are suitable for "jogging"; secondly, establish a professional team of e-commerce in shoe enterprises, firmly support the team, continuously improve the whole market operation ability of e-commerce, product research and development capabilities and the whole supply chain management ability; three, do B2C, clarify the core competitiveness of their enterprises, and make the best of the future.