New Products Of Brand Shoe Manufacturers Are First Launched Online

Seven Wolf's new leather wallet XTEP Bubu Gengxin's online special shoes... With the increasing number of online shoppers, online shopping platforms have not only become an important channel for merchants to ship, but also gradually become the wind vane of fashion. For this reason, brand owners began to transfer the first launch of new products to the online market to seize the market.

Brands favor online debut

Not only ASUS and other electronic products are launched online for products specially customized by Internet users, but also traditional clothing brands such as JACK&JONES, Levis, Jiumuwang, Peacebird, Metersbonway, Sima, Jeanswest, Baozun, Yichun, and Septwolve have tried to launch new products online at Tmall, and launched new products of the current season offline at the same time.

"The reason why traditional brands launch new products online is that they focus on the consumption and communication ability of online consumers. The effect of online launching is beyond the reach of traditional channels." Quanzhou Wang Dongzhu, president of the municipal e-commerce association and chairman of Taoshoe.com, said.

　　 "Releasing new products through the Internet can also reduce the cost of marketing and promotion, that is, to exchange less investment for a larger market. The cost saved by flattening the channel can also better feed back to consumers, thus promoting sales growth. In addition, when goods reach consumers quickly, businesses can also directly obtain consumer demand information, so as to adjust the fashion trend of enterprises And optimize production and inventory. " Said Lin Youqiang, general manager of Quanzhou Ruishi Network Technology Co., Ltd.

From Price War to Supply Chain Competition

Brands began to attach importance to the right to launch new products online, which is also an opportunity for e-commerce enterprises to change from price war to value war. "Taking footwear and clothing brands as an example, at the beginning of entering e-commerce channels, new products are often given priority to traditional channels, while some inventory is sold off through e-commerce channels. This also leads to the low price of online products, which is mired in a price war," said Wang Dongzhu.

This situation has changed. Enterprises began to realize that e-commerce does not mean clearing inventory, and began to adjust the proportion of products, increasing the proportion of new products in online flagship stores, while developing online special contributions.

"E-Commerce will eventually return to the value war and supply chain competition." Wang Dongzhu said, "In fact, the purpose of striving for the online launch right and exclusive supply of more new products is to gain advantageous supply chain resources."

According to the analysis of the insiders, with the promotion of e-commerce enterprises to the network launch, more brands will be guided to online shopping The platform increases the launch of new products; Brands can also get consumer feedback at the first time through the first launch of new products, grasp the demand trend, and produce more marketable products.