Spokaneka CEO Wu Shihui: Traditional Enterprises Entering E-commerce Must Have Clear Positioning

From April 17th to April 18th, the 2012 China E-commerce Summit of the China Shoes Industry was held in Quanzhou by the Quanzhou Municipal Economic and Trade Commission, the Quanzhou Electronic Commerce Center and the Global Footwear Network. The theme of this year's summit was "E-Commerce: Driving Forces for Industrial Upgrade". Together with relevant department leaders, industry leaders, outstanding shoe and apparel enterprise elites, representatives of e-commerce platforms, experts and scholars, etc., more than 1,000 people participated together.

From April 17th to April 18th, the 2012 China E-commerce Summit of the China Shoes Industry was held in Quanzhou by the Quanzhou Municipal Economic and Trade Commission, the Quanzhou Electronic Commerce Center and the Global Footwear Network. The theme of this year's summit was "E-Commerce: Driving Forces for Industrial Upgrade". Together with relevant department leaders, industry leaders, outstanding shoe and apparel enterprise elites, representatives of e-commerce platforms, experts and scholars, etc., more than 1,000 people participated together.

The summit aims to explore how traditional enterprises apply e-commerce, promote the transformation and upgrading of the shoe and clothing industry in a better and faster manner, and promote the establishment of e-commerce bases with industrial characteristics. Spocade Card CEO Wu Shihui was invited as the leader of the footwear industry in the field of e-commerce. He was invited to attend the summit with the CEO of the zero-degree footwear industry, Tu Chunrong, Huang Yongrun, CEO of Xerui Men's Shoes, and Zhao Lin, General Manager of Haitaike to discuss how the footwear and footwear industry should enter the industry. In the field of e-commerce, at the same time, the person in charge of traditional shoe and clothing companies present shared the experiences and lessons learned by SPORTICA in the e-commerce journey.

Wu Shihui pointed out that traditional shoe and clothing companies must have a clear corporate role in e-commerce. They should be product brands, not channel brands. “Establish products and services is the most important! E-commerce is actually the same as offline channels. Traditional footwear enterprises enter various Internet sales platforms, so long as they concentrate on making products, do a good job of brand image, and obtain consumer recognition, they will be successful. Not far away.” As a typical industrial e-commerce company, SPORTICA has always focused on product design and brand image promotion, which is the cornerstone of Sportek’s ability to quickly emerge on the Internet. Wu Shihui believes that the traditional shoes and clothing enterprises and the Spokdika of foreign trade re-exporters all have their own factories, have independent product research and development and production advantages, have a complete supply chain basis, enter the e-commerce field, and should use their own advantages to products. Capture consumers' hearts and build brand influence with word of mouth.

At the same time, Wu Shihui took Spostika's development process as an example, emphasizing that at the current stage of e-commerce development, traditional shoe and apparel companies entering the early stage of e-commerce should not rush to carry out independent B2C business. He does not recommend that companies build their own B2C websites as soon as they go online. Not only will it cost a lot of promotion costs, but it will not be easy to strengthen the customer's stickiness, which will be very detrimental to the development of the company."

At the meeting, Wu Shihui proposed the concept of “class life” and was unanimously approved by the guests. Wu Shihui said that when consumers shop on the Internet, they still hope to get the same shopping experience as offline shopping malls. The self-built B2C website cannot be like a big shopping site product category such as Taobao, pat, etc. It is complete and does not have the ability to provide a variety of ancillary services, such as booking hotels, air tickets, active forums, gang interactions, and ultimately will only lead to the loss of customers. Judging from the current all-network development trend of the Internet, only the implementation of the entire network marketing strategy, rational distribution of the Internet's major sales platforms, establish a good brand image in the hearts of consumers, in order to gain a place in the increasingly fierce e-commerce market.

It is understood that Spodca men's clothing has completed the entire network marketing layout, and created a precedent for the Internet brand to expand the offline market. As of today, SPORTICA has opened more than forty entity franchise stores across the country, further increasing its brand influence.

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