"Hot models for only 89 yuan (包邮)", "This week's hot Nike men's soccer shoes 50% off" ... ... open good music to buy, Amoy Amoy, cool thixz these sites, price cuts advertising is very exciting, Nike, Adidas (hereinafter ADI), Puma, Kappa, and other expensive shoes Umbro about more than 7.5 fold, 3.8 fold to be low.
So cheap, also free home delivery, is it genuine? This is a general question raised by users. The "absolute authentic" is precisely the commitment of these sites. Why do so many "online shoe store" come out? Nike, Adi how it will be for sale?
Website targeting famous inventory
A short period of six months, a good buy music, music Amoy, cool thiophene and a series of online shoe store prominently, and in their web pages, Nike, Adi, clover, Converse, Li Ning, more than 10 brands of thousands of sports shoes "Come together", the price is staggering.
These sites are not Taobao shop, more like Dangdang, Joyo like B2C sites. Each of these sites is equipped with 8 different directions for each product image, clear the counter sales of goods, and are marked "cash on delivery, fake a penalty ten", opened more than 300 cities free shipping. However, different from the brand stores, many products are not full size.
"We sell genuine, signed an agreement with the brand suppliers, and physical discount stores, just put the product online." Haole buy customer service staff said.
Le Amoy staff told reporters that the shop is equivalent to the brand's factory outlets or discount stores, is entirely genuine inventory, but the price is cheaper than physical discount stores, because there is no physical store rent and other costs.
Brand encounter inventory crisis
Nike, Adi and other brands so many stocks online, physical discount store sales, is encountered any problems?
Mr Lee, who makes Nike, Adidas, and other stock agents in Jinan, said he did not quite understand the mode of operation of these websites. However, from the perspective of the operation, the financial crisis did affect the sales of these brands and the inventories were on the rise.
Some information can also be seen from the financial reports and business trends of these sports brands in China. Belle Group is Nike and Adidas in mainland China's largest agents, its also agents Kappa, Puma, Reebok, Converse and Li Ning. According to the Group's relative income, Belle Group will be divided into first-line Nike and Adidas brand, and the remaining second-tier brands. Recently, Belle Group announced the first half of 2009 financial reports, the report shows that in the first half of this year, Nike and Adidas revenue grew only 2.5%, while second-tier sports brand revenue fell 11.3% year on year. The first half of this year closed 346 sports apparel shops, of which 304 are second-tier brand stores.
Belle Group semi-annual report that the sports brand market continuation of the downturn since the second half of 2008, is still "destocking" process, because the brand overestimated the effect of the 2008 Olympic Games, still digest more before the Olympic Games Stock bubble. Due to the adjustment of the store, the market is still weak and the sales volume in the second half of this year is unlikely to increase year-on-year. Because of the unfavorable promotion, Belle will also sell the Italian sports brand FILA to Anta.
Daphne International is also one of the agents of sports products, the semi-annual report shows that in the first half has closed 21 Adi stores and 20 Nike stores.
Genuine into the cheap era
"Online shoe store" this model has achieved very good profitability in foreign countries.
The United States, "Footwear Amazon" Zappos is a benchmark for the industry, the site was founded by the Chinese talent Xie Jiahua, selling cheap brand shoes online. He created a model for taking pictures of shoes in eight perspectives to make it easier for customers to choose from. This model was a huge success, with sales revenue of $ 840 million through online sales in 2007, accounting for 28% of the $ 3 billion of the U.S. footwear network market for the year. In July 2009, Amazon bought Zappos for $ 847 million.
Good music to buy, music Amoy, cool thiophene and other business website model and Zappos similar, it seems that there is a very strong investor. Good music to buy in the traditional media do generous advertising, and music Amoy Baidu executives more in charge of.
These sites are highly competitive and have begun price warfare, with some claiming the lowest, or even "more fun than robbery." For example, a price of 599 yuan Puma shoes, after the discount online sales price of 239 yuan, and some websites and bank credit cards and then reduce the discount, the lowest price only 3.8 fold.
Famous sports shoes B2C website to become the new darling --- For the troubled brand name, this is a new channel for digestion; for the site, the profit model is good; for consumers, genuine into the cheap era.