Cautious attempts by traditional businesses to get involved in online retailing have begun to yield positive returns. Septwolves domestic menswear brand is expected this year, the proportion of online retail revenue will reach 10%. According to the company's revenue of 2.1 billion yuan last year, the size of the online business this year or more than 200 million yuan. Septwolves Fashion Advertising Shoe E-commerce Forum held in Jinjiang, Fujian, Septwolves Chairman Zhou Shaoxiong said the company's goal in this year's e-commerce business is 10%, but the current investment in e-commerce is not large. He disclosed that at present, the operating expenses put on the business of e-commerce are only about 10 million yuan, but the personnel, distribution and logistics outsourcing costs are not included in the statistics. Septwolves men's clothing store Septwolves leisure brand launched in May last year, online retail business, in a marketing event in November, the company announced that its single-day sales reached 500 million. Despite the booming revenue, the company remains cautious on the planning of the business. Zhou Shaoxiong said that e-commerce will be one of the ways of future channel distribution, combined with the offline mode. However, due to different shopping experience, online channels can not completely replace the offline channels. For brands, the biggest concern in developing an online retail business is how to balance online and offline channels without impacting on current business and revenue. Zhou Shaoxiong believes that the current conflicts between e-commerce and traditional channels are being gradually improved. In his view, the current relationship between online and offline is mainly the issue of brand image and pricing. As these e-commerce groups Mature and management improvements, will be slowly solved. Lin Xiaofei, sales director of Anta, a sports shoe brand, believes that the e-commerce issues that lie ahead of traditional enterprises have changed from "how do you do or do not do?" In the 2009 multiple-choice question to "how to do a good job?" She said that in the future, E-commerce in the traditional business will not only be the channel for inventory sales, will play a more important role. E-commerce can help solve the problem of over-the-line costs. Wang Dongzhu, a footwear B2C website, quoted a group of data that showed that the ANTA had a revenue of 7.4 billion yuan last year. The average income of a single shop was 1 million. However, the store rent accounted for 20% of the total, while the labor accounted for 15% Hydropower costs, offline profit margins are squeezed. Anta is also actively addressing these issues. In 2010, the company set online retailing as one of the three strategies and set up a team in February. In April, Taobao started sales and completed its full-year sales target in half a year . However, the current share of this business is not large, the company expects that with the gradual growth in sales, the business will have a positive impact on the company's share price. Although the e-commerce attitude is still cautious, but most companies have set up a team to expand. In addition to using online channels to handle inventory items, some companies are also starting to launch products exclusively for online sale, and the women's shoe retailer Belle is one of the forerunners. The company officially launched online retail by the end of 2008, with an annual growth rate of 300% and sales of 100 million yuan. At present, 70% of the company's online products are individually designed and manufactured online, but 20% to 30% of the products are also kept in line with the offline standards, and a set of effective pricing strategies has been explored. The company released data show that last year the total retail sales of footwear line is about 350 billion yuan, online sports shoes market was 65 billion yuan, 7.5 billion women shoes, men 2.5 billion. The next 5 years, the footwear online retail market will exceed 100 billion yuan.
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