Not just the sales channels of the e-commerce platform, not just to the inventory channels, but to create an important platform of the brand.
Last year, the Quanzhou major sports brands have in e-commerce to try a new path. June 18, the global the first customization tide shoes website the IDX love set off on line, the investor is the CEO of Peak Sport Xu Zhihua, subsequently, Anta, special steps have also launched their own the DIY sports shoes customized solutions. On November 15 last year, Amoy nike free run 2 shoes Xtep together jointly launched the "step-by-step Geng Xin Han Geng paragraph tide shoes, the first series of limited edition only one style, but a single product sales soon exceed $ 400 million. This data is not large, in some of the large online shopping platform, but for the Quanzhou local sports brand to develop an operational e-commerce innovation Road.
Yuan Shunhua Xtep this innovation is very good, the rapid development of electronic commerce, the temptation is very large, but the brand is facing the problem of how online and offline products distinguish, with a goods online, and online sales price is not the same as bound to the great damage brand reputation. Buy products like Xtep this design unique line happens to cater to the new network environment, the effect of the influx will not only separate online and offline brand image and excellent communication. "
August 30, revealed that under the Xtep electrical supplier, a major initiative in e-commerce, general manager Xiao Lihua Xtep Xtep branch offices throughout the country will continue to start the second half of this year, e-commerce. The headquarters will give the branch electric supplier business training, counseling support, and participate in the management. Of Xtep electric suppliers mobile clients will also be on-line in October this year, Xtep also recently increased construction of B2C official website. Xiao Lihua hope, in 2015, the the Xtep online sales can reach more than 10% of the Group's total sales.
Resources of the brand and the star, in another Quanzhou sports brand, Del Hui, who has also been very good rendering. Recently, Del benefits to Jay song "doomsday", the introduction of the latest TVC in all network launched "nike free run 3" creation of the second quarter of the creative network activity, fun and creative form of the game to promote its brand TVC. Meanwhile, Del benefits for newly developed technology running shoes "Yu water running light series Pages web sites to improve the user's online experience.
Sun Lei said, to take advantage of online shopping star resources to make their own characteristics, did not start as early as the London Olympics, 361 ° betting Sun Yang, the introduction of a limited edition clothing Sun Yang won and achieved very good results . He said that "do event sponsorship, celebrity endor*****ts, 361 ° in e-commerce is developing a set of 3D software, has entered the testing phase, the software will allow online Products is not a simple picture display, but a 3D virtual shops or body fitting model, the customer can online fitting greatly enhance the interactivity of the online shopping, the domestic sports brand is only 361 ° and Jordan to do so. "Yuan Shunhua past sports brand also attach great importance to e-commerce regarded e-commerce positioned as a "digest" the sale of inventory as a brand, and one way to get the cash flow.
Comprehensive analysis of all major brands of semi-annual report, or for the attention of the e-commerce channels, has begun to change from channel positioning, electronic commerce has become an important channel for brand building. Anta on out in the semi-annual report, particularly a section "air max 2012 brand in e-commerce and overseas markets, said it would continue to optimize the existing e-commerce retail network and increase its exposure in some popular e-commerce website.