China'S Largest Online Shoe City, Good Lok Buy Brand Strategy To Achieve Brand Channel Layout

Promoting strategic layout

From Puma, NewBalnace,

Recently, good Lok again pushed the market of women's shoes, ushered in the famous women's shoe brand "Saturday", which made the good shoe purchase a new height in the expansion of women's shoes brand.

"Saturday is one of the most famous brands of women's shoes in China. Its fashionable, avant-garde and popular design style is loved by many white-collar workers, civil servants and urban beauties.

Good Lok can be linked to the success of Saturday. On the one hand, it is derived from the strategic layout of the whole women's shoe market, attracting the attention of female consumers to the website. On the other hand, it can help "Saturday" expand its online sales channels and achieve win-win results with good entertainment.

Yang Ming, director of strategic development,

Since the second half of this year, good Lok began to force women's shoes market, which is closely related to the overall development of the e-commerce market.

With the development of e-commerce market in China, women have become the main force of online shopping consumers.

The attraction of female consumers and the promotion of brand awareness and reputation have become crucial.

Well, the field of expanding women's shoes is also inseparable from the path of big and full e-commerce.

Earlier, people in the industry commented that for the current development of B2C, in addition to the dispute between traffic and price, the contention of channels will be another very important battlefield.

After all, e-commerce is a business mode, but the process of trading is different, and goods can be sold, goods can be selected is the core of its development.

"Footwear market has more than 400 billion market potential." Holland will focus on expanding the footwear market in the next few years.

In the field of sports shoes, which is already well placed in the field of sports shoes, it is very important to develop new products.

We hope that users can buy any shoes you want on the good buy platform.

Li Shubin, CEO, said: "women's shoes are a very important development area for us. We will vigorously promote the brand of women's shoes in the near future, and achieve the layout of the strategic channel of the whole good buy."

BELLE intervened and sparked competition

Recently, the vertical B2C channel war is on the verge of fire.

On the same day when BELLE announced its online B2C platform on its own, it started a week of large-scale promotional activities, and its thunder and voice were overshadowed by BELLE's self built B2C platform.

Prior to that, the news of BELLE's blockade of Le Yue's source of goods was heard in a hubbub.

The intensity of competition between footwear B2C websites is evident.

As we all know, BELLE is the overlord of Chinese women's shoes, with a market capitalization of nearly 140 billion yuan, ranking the second largest brand after NIKE.

It has not only 4 brands of women's shoes, including BELLE, Staccato, Teenmix, and so on, but also the largest agent in China such as NIKE, ADIDAS and new brun brand.

At the same time, it also has a good cooperation with a group of online shoe cities such as Holle.

With the footwear B2C market becoming the third largest electricity supplier vertical subdivision area after clothing and 3C, its importance is self-evident.

But as BELLE begins to enter this field, tremendous competition pressure is coming.

Holle is the earliest and largest online shoe city in China. It has signed a sales authorization agreement with more than more than 100 famous brands both at home and abroad. It can be said that the position of Lok now in the vertical B2C field of footwear is deeply rooted.

If BELLE is a tiger in the offline channel, good luck is the dragon in the online channel.

In the face of the tiger's first water entry, the Dragon Tiger struggle is imminent.

In early July, news came out that BELLE, in order to safeguard the interests of its own B2C platform, has stopped all online sales authorization for other footwear B2C, and blocked the source of Lok buy.

Although neither of the two sides had a positive response to the news, they found no BELLE shoes when they searched for BELLE information in the online shopping mall of BELLE.

Prior to this, on the news of BELLE's blockade of cargo sources, the good Lok buyer once said, "we haven't received official announcement from BELLE." Lok ha has been keeping good communication with BELLE group. There was no cooperation between the two sides in women's shoes, so there was no so-called lock up.

No matter where the news comes from, regardless of what the BELLE group is considering, good Lok understands and respects BELLE's considerations and decisions.

It is also hoped that some companies will not carry out related speculation.

On the contrary, good Lok recently focused on women's shoes market, and introduced women's shoes brands such as Saturday, Daphne, Kisscat, Holster and so on. These women's shoes and BELLE shoes are very big competitors.

For the good buy practice, many industry insiders believe that the competition between Holle and BELLE is only a tip of the iceberg between e-commerce companies and offline sales channels and brands. With the continuous development of the electricity supplier, the contradiction between the electricity supplier and the agents and branding will gradually become more prominent. The contradiction between Jingdong and Gome may be extended to all vertical fields.

However, it is not smooth sailing for brands or agents to enter the field of e-commerce.

BELLE started building its own B2C platform before it built its own network.

But after more than 3 years of development, it is not very good.

In BELLE's international treasure display, BELLE's operating income reached HK $23 billion 706 million in 2010, an increase of 20% over the same period last year, but net sales revenue is only one hundred million yuan, accounting for 0.4% of total revenue.

Not long ago, BELLE announced its own B2C platform management structure.

The website CEO was appointed by Zhang Xuejun, the former vice president of BELLE international. COO was appointed by Zhang Xiaojun, vice president of original Vic, and Xu Lei, former vice president of Jingdong mall, served as CMO.

For the core management team of this traditional + Internet elite mode, BELLE platform seems to be unprecedentedly powerful.

In the face of the practice that BELLE began to rush to the electronic commerce field, the buyer was very calm.

"No manufacturer has ever succeeded in blocking competitors.

At present, there are many brands of women's shoes that can be sold. The theme of the world is still harmonious. I believe that brand operators and online platforms will be cooperative rather than antagonistic in the future.

Some of the news, whether true or not, is understandable, but in the end, the brand is the brand. What the brand is best at is brand management and brand communication. The relationship between channel and brand is never conflict, but cooperation.

The founder of Holland said at a good music official conference.