"Internet shoe material" has just started, the sole of the fire up?

Recently, Hi-Tec, a professional hiking brand in the outdoor field, announced that its flagship series with Michelin's top sole technology became the stepping stone to enter the Chinese market in July. Michelin, which has long been famous for its professional tire making technology, used its technology in tire to create a Michelin sole flat brand.

Since the industrialization of soles, the sole industry has moved from processing to independent research and development. New technologies in various professional fields such as new materials and new physical properties, lightness, waterproof and non-slip, and environmental protection of materials have been making progress. However, under the current economic normal in China, the problem encountered by the sole industry as a traditional manufacturing category is far from being as simple as technological progress. The problem now is that the entire industrial chain has a weak concept and the business model is not formed.

1. at this stage of China's sole industry in the overall GDP growth rate downturn, industrial development problems encountered what obstacles?

1. Shoe production is still growing, but the growth rate of sales revenue continues to fall.

According to statistics, from January to December 2015, there were 4505 regulated shoe-making enterprises, with a cumulative sales revenue of 743.775 billion yuan, an increase of 6.97 percent over the same period last year, and the growth rate dropped by 1.92 percentage points. 0.48 percentage points lower than in 2014.

2. Slight decline in sales profit margin

In 2015, the total profit of the national footwear industry was 45 billion billion yuan, an increase of 5.46 percent over the same period last year, and the growth rate dropped by 3.8 percentage points. The profit margin on sales was 6.05 percent, down slightly from last year.

3. Shoe export negative growth

In the whole year, footwear exports 9.87 billion double, 51.1 billion billion US dollars, down 8.1 percent and 5.1 percent respectively from the same period last year, and the growth rate was 9.6 and 16.9 percentage points lower than that of the previous year. Unlike the previous two export declines, this decline cycle, Vietnam, Indonesia and other major competitors have risen rapidly, and a change from the previous two decline cycles in the same period with China's export growth rate fell to negative, the same period still maintained 16.3, 9% growth.

4. Imports to maintain high growth

In 2015, the growth rate of footwear import volume was 32.4, the growth rate of amount was 20.1, and the growth rate of import unit price was -3.4.

-Data Source: "Operation of China's Footwear Industry in 2015" released by the 2016 Annual Meeting of the China Leather Association Special Committee and the Shoe Materials Special Committee and the Global Footwear and Sports Industry Development Trend Forum

-Data source: National Bureau of Statistics

According to the data, we can see that the overall growth rate of China's footwear industry is declining, both in terms of sales performance and profit, and some important economic indicators have shown negative growth. Large enterprises have mastered the main profit margin (8.4), while small and medium-sized enterprises' profits have decreased (5.0). It can be seen from the shoe and hat market quantity table that the upper scale market is decreasing year by year. The offline retail market has made downward adjustment, and the decline has slowed down. The online dividend of online retail will gradually disappear in 2015, and the growth rate will obviously drop (the online sales of men's and women's shoes will 50 billion in 2015, with a corresponding growth rate of -6.4); leather shoes, rubber shoes, plastic shoes and cloth shoes as China's four major export categories, the order outflow import growth rate led to the plastic sole-based sole market has been hit.

How does the 2. "Internet sole" platform find opportunities in the pain points of traditional sole manufacturing industry to enter the golden age?

We are all talking about the slowdown in the growth rate of the entire shoe industry, and the golden age of soles is gone forever, mainly referring to the decline in the profits of the entire sole enterprise. Through the above data, the intuitive impression given to us is that the entire shoe industry market is experiencing economic downturn and malaise. As a practitioner in the sole industry or a new entrepreneur, what can change is the circulation link of my country's sole industry., Grafting Internet thinking to solve the pain points of the circulation market!

Wang Dong once pointed out that any industry will go through three stages: supply exceeds demand, overcapacity and maturity. And the process of overcapacity to maturity is bound to give birth to a large number of retailers. Obviously the sole industry is no exception, big brand partners have a fixed source of orders, relying on excellent product technology, quality and reputation. However, most of China's small and medium-sized enterprises lost old customers, new customers are hard to find the problem really can not be solved?

The essence of the industrial Internet such as sole B2B is a project based on retail and optimizing the supply chain by means of the Internet. At present, the price of sole is opaque, but the profit is very thin. Only direct access to end users can improve the profit margin. However, for retail, the experience of end users is particularly important. How should sole B2B find out the needs of users to better serve them?

For terminal procurement, the main pain points are: 1. Inefficient search for goods 2. Service lag 3. Reputation crisis

Want to help users, the key is to make the supply and demand match more effective, more convenient to find goods! Only in this way can users reduce costs and improve efficiency.

In addition, the standardization of the transaction process is another important point to improve the user experience. The purchase of soles is still in the original trading stage, manual search, inquiry, price comparison, sometimes need to find more than one distributor to meet the purchase demand, plus the search channel is telephone. If you look for 10 soles, you will have already collapsed just looking for goods and inquiry.

Shoe material B2B platform is different. With the help of intelligent matching technology and big data precipitated by its own industry resources, it can provide end users with fast search for goods with huge resource advantages and professional teams, and bring close combination and interaction of products-people-services, which will make the purchasing process of end users more concise and meet the personalized service needs of end users.

In the past, the sole trading link was "supplier-dealer-buyer", and the terminal was disconnected in the entire industry chain! The direct result is that product quality cannot be guaranteed, circulation efficiency is low, and terminal personalized needs cannot be well met.

In addition, the sole is very regional, the traditional offline logistics needs to go through three logistics transitions in the middle of "supplier-logistics transfer company-distribution logistics company-middleman-distribution logistics company-purchaser", and the process effect needs to go through "supplier-logistics transfer company-distribution logistics company-middleman-distribution logistics company-process processing factory-middleman-distribution logistics company-purchaser" is even more complicated.

Internet soles represent a new economic form, and they also have value-added services such as large logistics, raw materials, and processing services. Supply chain finance has become the winning highland of Internet soles.

When it comes to Internet finance, it is easy to think of Taobao Huabai, Jingdong Baitiao, and the fat cat Baitiao looking for steel, all of which are related to the user credit system.

A trick? It's hard for everyone. The user credit file (rating blacklist) established by the big data precipitation of Internet e-commerce can improve the circulation of capital chain.

As in most traditional industries, in the traditional transactions of the sole industry, dishonesty is like rust eroding the operation of the chain. Just flipping through Baidu is a lot of news about the boss of so-and-so shoe factory jumping off a building. On March 24, 2015, the Guangzhou Shoe City even had a tragedy in which four people from the shoe factory even cut the shoe material stall and fell to their deaths. It is even more common for partners to roll up money and escape.

In the final analysis, this lies in the frequent transactions in the sole industry. The two sides of the transaction seldom sign verbal agreements. Old customers cheat on them, let alone new customers. In the hot period of the industry, a serious lack of credit information system was born, which directly caused the general financing difficulties of small and medium-sized enterprises and the fracture of the capital chain.

The traditional industry because of the lack of transaction big data, the credit system is pale, the entire industry credit system is missing, the player default cost is low, thus breaking the agreement frequently, leading to each other's defense. In such a Jianghu, everyone's business is not good.

Internet e-commerce has gone through 1.0 information exchange and 2.0 matching transactions. In the current era of 3.0 big data, it can carry out credit precipitation on the transaction data of platform users, realize value distribution of upstream suppliers, and better protect the interests of downstream customers. Only in this way can the entire industrial chain achieve a win-win situation.