Seeing the Prospects of O2O Marketing Mode through Wenzhou Kid’s Footwear Entering the E-Commerce

In recent years, with the rapid development of the network, e-commerce drastically impacts the traditional business sales mode with its unique advantages, which have attracted a lot of attention of the industry. With Wenzhou kid’s footwear entering the e-commerce, we could see China’s footwear industry is starting to kick the tires of e-commerce mode and the O2O has become a platform that numerous shoe companies must get involved with.

O2O marketing mode was not originated form China; it has existed for a long time in foreign countries. But with the continuous improvement of China’s economic system and rapid growing of the Internet, O2O mode has been accepted quickly and used flexibly by Chinese industries.

O2O provides a more comprehensive and efficient marketing channel for Chinese footwear market. For the past online store sales mode, no matter opening an official sales website or developing a new sales channel, the contribution was relatively modest or could not achieve the desired aims because of the conflicts between online and offline sales activities. But O2O is able to solve online and offline sales conflicts, take advantage of the visibility of the entity shop, meet the consumer's shopping experience and increase consumer recognition of the products.

For the businesses in China’s footwear industry, O2O can bring more benefits, including (1) the attraction of more consumers spending on products in the store by increasing promotion and publicity; (2) better customer retention and marketing effects by appropriately handling the customer data and (3) cost saving and reasonable arrangement by using the e-commerce online order to avoid finding a good high street location for the physical store.

For the regulation of industry, O2O also changes China’s footwear market. O2O will change the every step of business information management and optimization, and raise new requests and challenges for resources allocation. Compared with the traditional mode, O2O has a broader prospect for future development.