Footwear Sports Brand Innovation Network

Under the background of traditional shoe and clothing enterprises engaging in e-commerce, to eliminate the drawbacks of two kinds of products, online and offline, recently,

The price is more expensive than that under the line.

What's interesting is that the price of online products is slightly higher than the prices of similar products in the online store.

As a cooperative electricity supplier to launch the fund, this is exactly a new mode of "value war" that it has always advocated.

"Compared with the current" price war "dominated e-commerce market, enterprises have been advocating the" value war "marketing concept.

While creating differentiated competition, the mode will also break the long-standing price war pattern of shoe business.

In order to win the popularity, the company also launched the signatures, concert tickets, tickets and other promotional items.

With the attempt of this cooperation mode, enterprises will launch similar cooperation with Hongxing Erke and 361 degree brands.

The industry believes that this model is only suitable for large brands with good foundation offline, which does not mean that this mode will be eliminated.

Because for some small and medium-sized enterprises, the "Amoy brand" mode still has its survival soil.

The style is unique to the shop.

Seeking preferential prices is the mainstream demand of consumer online shopping, but for those who already have a solid line of channels, online shops are often a new channel for them to feel contradictory and tangled.

Because if the price of the product launched by the shop is cheaper, it will impact the sale of the entity store, but if the shop has no preferential measures, consumers might as well try it on.

As a result, online brands have been released to resolve this contradiction, which has become a more recognized method recently.

These sub brands (in the industry also known as "Tao brand") only take the network channel, from the style, style, pricing, management and so on, are separated from the original offline brands of the enterprise.

However, after all, the sub brand is not the original brand. Therefore, the online shop is a new way to make the best of both worlds.

It is understood that XTEP recently launched the online special fund products, using the mode of cooperation with the electricity supplier, and named the fund "step by step".

Xiao Lihua, XTEP e-commerce manager, said that the introduction of online special shoes has similarities and differences with the current popular brand of Amoy brands.

The same point is that this series of funds only goes through the network channel. The difference is that the special fund series keeps the logo of XTEP besides its unique logo.