AOKANG International Force O2O Striving To Build The Future International Pavilion

It is understood that AOKANG international R & D and production of men's and women's business shoes, mainly owns AOKANG, Kanglong, beautiful beauty, red Firebird four private brands, has been listed on the Shanghai securities exchange.

As of 2015, AOKANG international brand sales mainly concentrated in three or four line cities, with a market share of 1.3%, ranking fourth in the country.

A deep report has been released this year that it will pay attention to the development of O2O this year, and continue to focus on building the future international Pavilion (including consumer experience stores with 9 brands of self and agent), making it a channel to support 020 entities.

AOKANG international has already started testing water O2O, in March last year, AOKANG international and

Signed the O2O cooperation framework agreement, raised 400 million yuan in April of the same year, invested 150 international pavilions, and launched retail sales.

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However, from AOKANG International's 2014 performance report, AOKANG's total international revenue and net profit declined. This deep report once again raised concerns about O2O, and also showed that AOKANG did not give up its efforts in O2O.

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Public information shows that the Pathfinder formally introduced the Discovery Expedition brand in March 2013 and started in May 2013 in the e-commerce channel.

In the second half of 2013, Discovery Expedition began to open stores in the first tier cities of Beijing and Shanghai.

At present, Discovery in Tmall, Jingdong, vip.com and other mainstream e-commerce channels have sales.

Besides cosmetics, more brands of larger categories are pouring into the micro business field.

Reporters recently got news that domestic outdoor leading brand Pathfinder has explored its micro channel through its joint venture brand Discovery Expedition.

It is understood that Discovery Expedition originates from the US Discovery discovery channel, and the Pathfinder introduced the Discovery Expedition brand to China in 2013, positioning the function of self driving equipment.

Compared with the Pathfinder, the Discovery Expedition price is higher and the user group is younger and more fashionable. Its total sales volume in 2014 is about 70 million.

At the beginning of this year, Discovery Expedition formally tried micro channel and took the mode of distribution agent.

Fang Liwei, the director of the micro dealer of the Pathfinder, told reporters that Discovery Expedition currently has three levels of agents. Each agent can have different delivery prices.

Any agent selling a commodity can receive a certain proportion of earnings from his superiors and superiors.

Fang Liwei emphasized that unlike the other agent mode, the Discovery Expedition is completely shipped by the brand side in the micro business channel, and the distributor does not need to store up the goods.

In order to prevent channel confusion, Discovery Expedition will prohibit the third tier agent and expand the next level agent.

Up to now, Discovery Expedition's Micro distributor has reached 30 thousand people, of whom about 10 thousand are shop assistants under the line of Pathfinder.

Reporters learned that the Discovery Expedition micro business background system was outsourced to the "micro assistant" App, which was developed by the original West Street Network team.

The west street network itself is a small well-known e-commerce distributor in the industry. It is good at developing the sports brand e-commerce system.

Similar to a number of micro store tools on the market, micro business assistants can also provide quick opening service. Users can register and shop with their cell phone numbers, then pick up products in the goods pool, upload them, edit them, and share them in the social circle to earn profits.

Reporters noted that Discovery Expedition chose a slightly aggressive low price strategy in the micro channel, and the agent could get the goods at a considerable price.

In addition to managing agency teams through micro assistant, Discovery Expedition has also tried WeChat distribution channels such as praise, quantity and micro alliance, providing suppliers with the role of suppliers. Individual users can choose corresponding commodities in their distribution market and share them in the social circle.

Fang Liwei revealed that the overall planning of Discovery Expedition this year is one hundred million yuan, including Tmall, Jingdong, vip.com and other channels.

And its sales plan for micro channel is more than the existing PC terminal business channel scale.

She revealed that 60 days after the launch of the micro business project, Discovery Expedition's sales of single products far exceeded that of Tmall flagship store.

"These two days PC terminal electricity providers have obvious slowdown in the business growth trend, to grow slower under the line.

The main reason for expanding micro channel is to seek more business growth.

Fang Liwei told reporters.

Reporters found the Pathfinder 2014 earnings report, in the financial year of 2014, the Pathfinder business income of 1 billion 715 million yuan, its operating income in 2015 is no less than 2 billion 800 million yuan, that is, the need to achieve growth of about 63%.

This figure is more difficult than traditional electricity supplier channels and offline channels.