The Name Shoe Store Is In Dangdang Pin Hui And Tmall Special Sale.

< p > Oteri J (Outlets) originates from < a href= "//www.sjfzxm.com/news/index_p.asp >" America < /a >, originally intended to "export, outlet, export", specifically refers to the sale of brand names over the season, off shelves, broken yards of goods, with more words to describe the Chinese atmosphere to describe "clear inventory."

Vip.com, the main concept of "online outlets", sells brand-name goods at a low price, covering almost all kinds of department stores such as brand fashion, bags, shoes, leather goods, accessories, perfume and so on.

< /p >

< p > another typical representative of the outlets in China's electric business is the shoe store.

Founded in 2008 a href= "//www.sjfzxm.com/news/index_cj.asp" > financial crisis < /a >, the shoe store is intended to "open the warehouse of famous brand shoes", focus on shoes and sports products, and take another business channel of professional channels.

The early shoe store saw the opportunity of large-scale sports stocks after Beijing Olympic Games, and made full efforts to "clear inventory" for the international second tier sports brands.

< /p >

< p > < strong > > the opening of footwear products in the shoe store highlights competitiveness in the tail product collection < /strong > < /p >

< p > clean stock, but the shoe store does not intersect with vip.com. Instead, it has entered the Dangdang tailing exchange and Tmall special sale, and the new product and tail cargo choose different channels for professional sales.

In the 20 years of footwear foreign trade, the shoe store CEO < a href= "//www.sjfzxm.com/pioneer/" > Xu Songmao < /a > positioned the shoe warehouse as "an open platform for footwear". On the one hand, it helped the major brands sell their products, and on the other hand, it provided the high cost performance footwear products and services to the major electronic business platforms, and established a professional "channel brand" image through more than 4 years' efforts.

While steadily expanding the "clear inventory" capacity, nearly two years of shoe storage gradually expanded the proportion of new products, opening new channels such as the official authorized store of Kubyuma shoes, the official licensing store of new hundred Lun, and so on, forming a good situation for the rapid growth of new products of Oteri J and the new season.

< /p >

< p > according to the industry, as the mainstream platform of Tmall and Dangdang, Top1 of the sports category, the shoe store is currently at the lowest monthly sales volume, with a total of 200-300, reaching a maximum of 700-800, of which the tail cargo accounts for about 30%-40%.

The discount for tail cargo is basically between 70 percent off and 3.9, with a conversion rate of about 2.3%, showing strong competitiveness.

As for the new products, the discount is usually 6-7 discount.

From the discount rate, whether it is new or tail goods, Dangdang is about 20%-30% cheaper than offline.

Online, generally speaking, the tail cargo is basically about 50 percent off, and the new product basically does not discount at the first month, and it will play 10 percent off at most in second months.

< /p >

< p > < strong > vigorously support the merchants to collect the goods and send them faster than < /strong > /p >

There are about more than 200 footwear companies like the shoe store, including about more than 200 shoes, about 30-40 brands, because many stores will run the same brand.

In positioning, the main products are mainly famous brands under the line, accounting for more than 90%, but only a small number of pure brands.

< /p >

Less than two months, the sales volume of P shoes is more than about 1000000. What is the secret?

一，当当招商部经常会开一些运营经验分享会，为商家出谋划策;二，当当是新品、尾品一块卖，二者的流量和用户会相互反哺，形成联动效应;三，当当的招商经理会亲自体验每一个品牌的产品，在选品、定价、卖场氛围的营造、售后服务等方面为商家支招;四，当当会为商户争取更多的广告资源，基本每一家商户都有机会上当首，当当网的官方微博也定期给商家进行推广;五，当当网是专门开辟出一个尾品汇频道来卖尾货，而不是通过商家的旗舰店，这对商家而言等于是多出一个店面，所以商家并不会担心尾货的销售冲击了新品的销售;六，在顾客群定位上，名鞋库以大学生及年轻白领为主要客群，这样的销售定位与尾品汇十分契合。

< /p >

< p > {page_break} < /p >

< p > < strong > sale at PK, the platform of goods exchange should be /strong < < /p >.

< p > there are analysts who believe that the first camp of the special sale flash market has been occupied by vip.com and "platform mode" at the end of the "buying mode" market. Compared to the two, vip.com is mainly buying, selling or selling. The buyer will have certain risks and the cost of operation will be higher.

It is also because of the higher operating costs, so the Commission of vip.com's collection of business is also higher. Taking footwear as an example, its average point of deduction is about 20%, while the discount point for Dangdang goods exchange is much lower, about 7%.

< /p >

< p > of course, the market of clothing tail goods is still very large. Although there is no competition between vip.com and tails, which are in the first camp of the clothing tail cargo market, it is still not the competition of zero sum competition. The two is how to better provide services for merchants.

After all, the market cannot be eaten by one family.

< /p >