Anta Hand In Hand To Open Up The New Market For Online Shopping

"All along, I have an ideal that one day, when users want to dance to ballet, they can't buy dancing shoes, they will have fun, and they want to buy a pair of shoes for their father and mother.

Now, Bi Sheng's ideal is gradually "shining into reality".

In July 20th, it was built in 1853. It is known as "the first home of Chinese cloth shoes". It has officially entered the Le Tao, and the classic "thousand layers" cloth shoes, fashionable embroidered shoes, business casual shoes and so on will be sold on the platform of Le Tao.

With the help of e-commerce, the company has built a virtual channel system that can radiate the whole country outside the traditional channels.

Before joining the league,

leveraging

In 2010, for Zheng Jie, it was not easy: Facing

Zheng Jie disclosed that Anta's channel strategy this year is to strengthen the exposure of core cities and strengthen the coverage ability of low-level cities.

At the same time, we will use the online shopping that crosses space and time constraints to achieve nationwide channel coverage.

"For Anta, this is a new path and new opportunity to attack a second tier city and strengthen the three or four tier cities."

"Although we do not need to consider survival problems in the league, we have been considering how to expand beyond Beijing and win more Post-80 and post-90 consumers."

Zhang Aijun, deputy general manager of internal Union, said that as the first batch of time-honored enterprises to explore information management, intranet started investing hundreds of thousands of yuan in 2009 to upgrade the store sales system and production management system, so as to realize the information management in different places.

From enterprise resource management to customer relationship management, from joint four major portals and Baidu to Internet marketing, through interaction with users through blogs, micro-blog (http://t.sina.com.cn), Baidu post bar, and the opening of online shopping centers on the official website, Intranet has been gaining the power of the Internet.

Zhang Aijun said that Le Tao has a warehousing system covering the North China, Southern China, East China, central China and Northeast China, which is a good complement to the traditional channel of the league.

"We have reason to believe that e-commerce will contribute to better performance growth for us."

Statistics show that in 2009, the amount of turnover increased by nearly 70 million yuan, and maintained an increase of more than 20%. At present, there are over 3000 varieties of cloth shoes in Inner League.

Create the whole category

Relevant departments predict that by 2012, the scale of China's online retail market will reach 713 billion yuan, accounting for 3.5% of the total market size.

Especially shoes and clothing products, as an important part of the online shopping market, in 2009, 130 million of Internet users who participated in online shopping bought 70% of these products, accounting for 1/4 of online shopping. It is estimated that the 2010 e-commerce industry will enter a period of explosive growth.

As for Anta and Intranet, the international analyst Chen Shou said that with the rapid growth of the online retail market and the slowing down of the development of offline channels, various brands began to attach importance to the construction of online channels, including building online shopping malls, opening Taobao stores, developing online proxy channels, and cooperating with other B2C vendors.

"As a platform for product display and brand promotion, online shopping mall has little significance in stimulating paction scale; Taobao stores and B2C channels are the main force for future market growth.

The future e-commerce channel will become the main selling channel parallel to offline channels.

Against this background, the outline of Le Tao's creation of all kinds of online shoe city is also gradually appearing: in May, BELLE, Daphne and Saturday signed a contract for Yue Tao, of which le Tao was the only authorized e-commerce company on Saturday. After financing, Anta also regarded Le Tao as the only authorized third party e-commerce company, and at the same time, it joined hands to create a national virtual network.

According to reports, Le Tao has also cooperated with the old Beijing shoe Bu Yi Zhai, the global leisure shoe giant ECCO and so on.

"As of July 18th, the footwear brand of Le Tao has reached 43, with 3134 styles."

Chen Hu, vice president of Le Tao operation, said.

However, compared to the Zappos of American footwear B2C or Taobao of China C2C, Le Tao's long-distance race has just begun.