Zappos to the Internet as a business selling shoes.
And now, it’s Chinese followers of this business to prove the value of the Chinese market.
\, the largest U.S. footwear e-commerce site Zappos price of 12 billion convertible reached an agreement with Amazon. From the Amazon called this the biggest ever deal, the entrepreneur can see the direction, but the capital saw the opportunity to . A few months later, far across the ocean in China, a shoe on the Internet as e-commerce company to buy good music Beijing Information Technology Co., Ltd. (hereinafter referred to as good music to buy) to get the Sequoia Capital invested millions of dollars, while the red Sequoia partner in the U.S. just from Zappos and the huge benefits of the Amazon deal.
Zappos can be said that since the Internet bubble in 2000, e-commerce start-up companies the most successful cases. It is still in the agitation to and ignorant of the Chinese e-commerce market proved a truth: the Internet is a business selling shoes. in the Zappos example, driven in China, footwear e-commerce become the book, mother and child, and 3C, the most VC attention, but also the most competitive market.
to June this year, the former marketing director Bi Sheng created Baidu’s music online shoe city Amoy (hereinafter referred to as music Amoy) was Germany do with the capital and Tiger Fund dollar level of investment. Then, on Oct. 20, have already received first round investment in Sequoia good music to buy, they get from Intel Capital, Draper Fisher Jurvetson and Sequoia Capital invested $ 17,000,000 in the second round investment. Jingdong Mall and thriving e-commerce market in the 3C’s situation is different, e-commerce market in the footwear, whether it is a good present to buy music or music Amoy shoes city, yet a clear pattern.
However, there are already \predators \Another area of electronic commerce film \Taobao’s turnover of 69.87 billion yuan, compared the first half of 2009, 3.575 billion yuan, an increase of 95%. and compare thousands of yuan each year of the domestic footwear consumption market, and create e-commerce sales of footwear is still huge imagination.
difficult to copy the Zappos model
1999, when Zappos was founded, its original intention was to make a pair of shoes in the United States to become an easy task. Zappos does not win at low prices, in its website, there is no domestic e-commerce sites generally marked \for the high quality service.
Zappos available through the Internet 7t24-hour shopping, free two-way shipping service for transactions as simple as possible, without any customers risk. in order to enable the user to select the proper shoes, Zappos encourages Customer Order 3 pairs of shoes, when the goods when delivered, choose the most suitable pair manolo blahnik mary janes, two pairs of back addition. And, Zappos to provide customers with 365 days return policy. In order to provide fast delivery service, Zappos will be building its own warehouse UPS in Kentucky next to the world Hong Kong Shu Niu, where almost the center of the United States. by UPS ordinary transport, we can provide 70% delivery service within 48 hours.
service standards that have become Benchmarking e-commerce businesses, even the deep pockets of the Amazon can not imitate and surpass.
in marketing, Zappos does not advertise, and more repeat customers and word of mouth through. As Zappos’s CEO, Hsieh’s philosophy is should Toudao the funds on advertising to improve customer service and experience, and allow customers to advertise reputation as Zappos. To this end, Zappos at the cost of putting in a lot of direct communication with customers on. such manner as the link Zappos In the top of each page, which encourage customers to pick up the phone to communicate with the staff of Zappos, even if it is to ask the nearest pizzeria.
at Zappos, customer service phone is placed in a very important position, Hsieh think this is Zappos core competencies, build trust with the best channel for customers, therefore, Zappos hundreds of people set up their own call center. and call center staff assessment method is not in accordance with common industry, \The phone number for. In Zappos, never talk time calculation, there is no default lines, they encourage employees through each exchange, the development of a relationship of trust with customers. For example, if the customer orders have been sold over the shoes, Zappos encourages customer service sales in at least three other shoe sites to find relevant information, the information feedback to the customer.
However, Zappos high standards of customer experience has also brought cost pressures. Although it is almost at full-price products sale, but due to the enormous cost of the pursuit of quality service, not high profit margins led to Zappos. But in China, although all adhere shoe site Zappos, but they all know that China is fully replicated at Zappos mode is an almost impossible task.
how to sell shoes in China?
higher service than the traditional retail experience, so Zappos footwear market in the U.S. found its own space. while in China, support electronics Business there is a huge difference in the soil produced.
In the past many years, is trained Taobao consumer behavior in China, nurturing a payment system and credit environment. However, this also allows low-cost as the biggest killer of network marketing . compared to the United States, Chinese consumers prefer the Internet \But as long as 50 yuan or 100 yuan cheaper, products will sell out. \the most important in online shopping is cheap psychology. \I remember winning an international brand with the person in charge of communicating this is to convince him: \channels. \two pairs, which will bring additional financial and inventory risk, \the value of another shoe.
Li Shubin’s home is a small town, he did not remember the town store Nike and Adidas, it seems only a little-known brand Anta. In fact, in China , brand advertising reach and channel coverage there is a big gap between the force, especially in the second and third line the following market becomes more apparent. as long as they can receive TV signals, to be seen the Nike or Adidas ads, but these international brands as it can not store the ads, penetrate into the secondary market below. For e-commerce company, this \, 70% of its sales come from Beijing, Shanghai, Guangzhou, Shenzhen, second and third line outside the market. And manolo blahnik something blue satin pump, more and more brands have to clean up the Internet channel as a stock, the best channel for goods flick. The Internet’s long tail effect, compared with traditional retailers, the cost of the basic zero shelf life. This make it into the best sales channel for discounted products. in the brand or agents in their own stores, for cost considerations, is will not sell discounted goods. No matter how the price, the sale of each pair of shoes, 20% of the fixed costs can not be avoided. For brands, the Internet channel is that they complement, such as Li Ning have long noted that the network These \; futures ordering system \platform, brand associations implied a 20% discount, but the premise must comply with rules of the game brands.
actually in China, and more from e-commerce channels that play a role in digestion and inventory started, but there are more and more number of brands have begun to recognize the power of the Internet, beginning with e-commerce companies on the Internet footprint.
lighter heavier
2009, the e-commerce in China accounted for only 1.9% of total retail sales, United States 1 / 4. But one can not overlook the fact is that more and more young consumers, as the main force of e-commerce christian louboutin discount, is gradually grow. Currently, there are two hundred million or so \their consumption habits and consumption concept has been with the previous generation were very different. Shanghai Li Ning Co., Ltd. E-commerce e-commerce director LIN Li Ning about why attach so much importance in e-commerce channels, it is important reason is the Internet Li Ning, the target groups and consumers are very close. in the forest seems to grind, e-commerce is not just a sales channel, but also a marketing platform to enhance brand image.
at this point, the more extreme the idea of complete victory. In his view, e-commerce has gone beyond the concept of new channels, but an entirely new market. \another should not be overlooked fact is that traditional retail thinking and rules of the game is still dominating the business world, especially in the upstream supply chain. With entrepreneurial dream for those who look forward to using the Internet to change the traditional retail entrepreneurs have found a new platform for e-commerce, can only choose the traditional \platform, the use of brands in the shipping warehouse and logistics systems – so-called \with some kind of idealism. In the following years of practice, Hsieh found that he must Zappos heavier. First of all, hard to find co-brand business; the willing cooperation of the brands in this way, they often can not products needed to provide timely Zappos.
as brands and warehouse system designed for wholesale and logistics in general are \the hands of customers. And even those who are willing to third-party delivery of the brand, often selling their own products to sell, and those products will not be given to Zappos. in order to co-operate with more brands, Zappos has acquired a brand sales have more than one the right of retail stores, disguise themselves as the line of the store, and eventually turning off third-party delivery services, complete their potential buyers.
such a process, it is also the Chinese e-commerce businesses are experiencing.
began to get involved in good music to buy online sales at the beginning, had tried \boutique. each have a pair of shoes sold in getting goods to stores.
time, good music to buy two vans in the city, there is a day starting at 8 am, 0:00 to call it a day, is in Beijing all brand stores to pick up. However, because each brand sales data is only stored in the computer store, buy music, and can not get a good real-time sales data. Therefore, the user is often the case under the orders, but to the store only to find that pair of shoes have been sold. At that time, in addition to Beijing to support cash on delivery, and then in the field are asked to pay for shipping. but because of \It is a painful process.
After this process, the decision to buy good music self-built warehouse, and began to devote a lot of money in the market, potential buyers form their own inventory. twice a year, will buy good music the same as traditional agents to participate in the various brands ordering, or from agents there, \, Li Shubin recognize good music gradually adapt to the traditional retail purchase in the rules of the game, though, they are not suitable for Internet sales.
Li Shubin said that \small, this situation can not change, brands must adapt to rules of the game. \, is still a traditional business-centric. and this also shows that good music to buy, fun scouring the value of such a platform provider. because the brand’s own system is still very difficult to support online sales, they need such a platform, China Unicom Traditional World and the Internet world.
But for good music and buy music Amoy shoes city, although they are learning Zappos, but the two founders of the genes determined the angle of their different learning Zappos. \selling shoes, and Amoy in internet music. \. on the Internet better at the music came from scouring agents and do good music to buy, two companies of different genes determine their future direction.
http://content.businessvalue.com.cn/post/2633. html Warren Buffett: I’m not the four major Chinese Internet investment tips \\