Jinjiang Children'S Shoes Channel Layout Is Now Counter Attack Mode.

< p > for many a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > enterprises, it seems to be an inevitable sequence to cable down brands and develop online channels first.

Today, however, companies are doing the opposite.

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< p > reporter recently learned that since 2011, the water heater has been stationed in Tmall flagship store in the late period. In a short span of two years, the shoe brand of Jinjiang children has achieved amazing results through the electricity supplier channel.

After making good sales results online, hobbit began to plan the online layout terminal to achieve "counterattack" from online to offline.

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< p > < strong > annual sales volume < /strong > < /p >

A series of data from P seems to be telling people that Habib bears made remarkable achievements online last year.

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< p > it is reported that the Tmall flagship store of "Habib bear" has become the brand of children's shoes of "the first sale of Tmall children's shoes category" in 2012 after the rapid development of last year.

During last year's "double eleven" campaign, the sales volume of habixiong in Tmall flagship store exceeded 4 million yuan, and the sales volume of one year was tens of millions.

This achievement is a constant shock for peers.

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Zhang Yongfa, general manager of Habib bear, said that the Habib bear company was founded 5 years ago. At that time, the traditional market of children's shoes was showing a dynamic scene. However, after 2 years of operation, the brothers discovered that in fact, the brand competition of traditional children's shoes market is also very intense.

"So far, we do not understand the use of computers, we decided to choose the electricity supplier channels as a breakthrough."

Zhang Yongfa told reporters that although the two brothers are not very good at using computers, they are running children's shoes enterprises, so they are already familiar with Taobao, Tmall, Dangdang and Jingdong.

So in 2011, after encountering the traditional market's troubles, they decided to switch to the electricity supplier channel and create the online brand "hobbit bear".

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< p > to Zhang Yongfa's surprise, by their careful management, habiu bear has become the "children's shoes category of Tmall 2012 sales volume one" brand of children's shoes.

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< p > "the biggest difference between the electricity supplier and the traditional channel is that the electricity market is growing at a rate of 5 times, 10 times or even tens of times per year, while the traditional channel is growing 10%~20% every year. So, this year, the online sales target of hobbit bear shoes is 1 hundred million."

Zhang Yongfa confidently expressed.

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< p > < strong > insisting on "no outsourcing" /strong > < /p >

"P" can achieve the best sales performance. Habib bears unique characteristics in operation.

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< p > "Jinjiang electric business talent is very scarce. In order to create the brand of" habixong bear ", we have been excavating business executives from Zhejiang's high salary long ago. These teams with electricity supplier experience have led our electricity supplier sector to move towards the direction of the brand in a step by step.

Zhang Yongfa told reporters that from the very beginning, the company has been determined to operate its own business channel without outsourcing.

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< p > "it is very important not to worry about the difficulty of rational distribution of the interests of the operators, but also to the implementation and implementation of the policies of the brand enterprises more quickly and conveniently."

Zhang Yongfa told reporters that at least when we decide to do a series of activities or find business opportunities, we can make our own decisions in terms of price and commodity adjustment without having to waste time coordinating with the operation companies.

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< p > besides, in Zhang Yongfa's opinion, there is a big difference between authorizing others to operate and running their own businesses.

"That is, when we have observed that some layout designs may be hot, we can make the order quickly, and assume the risk of inventory. If we do well, the profit is our own; but if the operators look at some layout shoes to order, the profits will be their own, and they are not related to the brand enterprises. If we look at the products and sell the products, the inventory will still have to be borne by the enterprises. Such a business is not cost-effective."

Zhang Yongfa told reporters this.

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< p > besides, in Zhang Yongfa's view, another important reason why the Hobbit bear can achieve such a good result is that he really regards the Internet as an important channel to operate.

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< p > most of the traditional children's shoes brands do not really regard the electricity supplier as a key channel to operate, but as an inventory digestion channel, that is, the legendary "sewer".

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< p > "the biggest difference between the two is that the online sales of traditional brand enterprises will surely win the price, but it is also because of the low price factor that the format can not be repeated after the inventory has been digested."

Zhang Yongfa analysis, because the price of stock shoes is low, there is no profit in general, but if the stock shoes are sold as explosive products and sold out, enterprises will not be able to put them into production again, so their future will be greatly limited.

After all, they can't tell whether the shoe is sold well because of its selling style or because of its low price.

And Harbin bear children's shoes, the main channel is to operate the business channel, so all online products are new products, if the new product is a burst of money, enterprises dare to re order production, and consumer trust for Harbin bear children will be higher.

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< p > and most importantly, the electricity supplier channel is in its own hands. The development of Habib bear brand will be more secure.

"The channel is in our own hands, we dare to develop the category richer, whether it is the main category of cloth shoes, or the series of leather shoes, outdoor outdoors, sandals, sports shoes and so on, and even the introduction of children's clothing category at the later stage, we all know the voice and demand of the first tier market."

Zhang Yongfa said.

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< p > < strong > seek offline channel layout < /strong > < /p >.

< p > in the planning of the Hobbit bear, the status of the line must be consolidated, and the opening of the entity terminal under the line has also been put on the agenda.

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< p > "now, because we have good reputation on the Internet and great influence, it is easy to solve the difficult problem of developing online agents. After all, this is the era of Internet. Agents have seen the prospect and brand influence of Habib bears. Many of them are automatically coming to the local market under the agent line."

Zhang Yongfa said, now, the three words of "Habib bear" have been increasingly concerned in the same industry. This is a good thing and a pressure.

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Under P online, hobbit chose Zhengzhou as a breakthrough point.

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< p > "in the past few days, we set up a branch in Zhengzhou, Henan, and decided to operate the Zhengzhou market as a model market. This year, the main market is to allow habi bear shoes to enter the department stores of high-end shopping malls, so that more consumers can buy hubby bear shoes in the department stores."

Zhang Yongfa told reporters that the company first made the market and then copied it as a model market.

So the agents in other provinces have no reason to say that the market is not good enough.

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