July, major brands have entered the Summer Sale of warfare state, dizzying red with the word SALE has been a record-breaking high temperatures yellow warning weather, the chill of the mall shopping spree seems to be rewarded for their most reasonable. However, not only the purchase of clothing, accessories can not neglect this part of the fashion people already trained Tommy Ton Gold eyes like eyes of fire, not miss any detail of your body. For smart shoppers, the list of the accessories must not only solve the urgent needs of seasonal trends without immediately obsolete next quarter, “indecisive” character.
Clog clogs is no doubt the spring and summer 2010, the most red shoes, it seems that the wind would have blown stock clogs the second half, Marni, Betty Jackson, Sonia Rykiel, Topshop Unique launched in the autumn and winter, similar models, only with height made some adjustments, or do not open toe ankle boots made of such a style more seeded, sheepskin materials become more prevalent practice. Celine black clogs shoes this summer, almost a symbol of idol tide of people, not just first-rate also increased with the feet hurt small step to solve the troubles; Chanel’s iron clogs are a good choice, accompanied by a color into the fall and winter stockings, after all fashionable wear law.

The European footwear brands Carolinna Espinosa integration of Italian modern design style, traditional crafts, architectural thinking and personal style to create an abstract design philosophy, a closely integrated with the life ideology. 2009 autumn and winter footwear series, modeled on the African wilderness forests, choose a natural warm earth, combination of different materials to design stylish and comfortable products.

Carolinna Espinosa behind the helmsman, is the famous Italian designer Gianni Velasche. Mr. Velasche has 30 years of senior design and shoe-making experience, has served in various internationally renowned brands such as Sergio Rossi, Yves St Laurent, Louis Vuitton and so on as the design work, especially good at designing shoes and boots, fashion models. By him personally the main reason of the same name brand, has long been on the Hot Shoppes at the major European fashion. Established in 2009, a new Carolinna Espinosa, marks the completion of Mr. Velasche an important first step into the Asian market.

In the United States, the network Zappos shoe store called “well-known,” one in every 38 individuals who bought shoes at Zappos, or other commodities. Zappos web site displays more than 1000 kinds of brands, more than 90,000 kinds of styles of shoes, the price from 20-2000 dollars. As a whole in 2007, Zappos sold a total of more than 1000 million pairs of shoes, sales reached 840 million U.S. dollars, accounting for U.S. footwear market was worth three billion U.S. dollars the network a quarter, known as the “selling shoes of the Amazon . ” Xie China in 1999 as an investment company to join in this time, these two figures are “0.” Now, Zappos sales range has been extended from the earliest shoe bags, gloves, scarves, sunglasses and other accessories supplies, as well as kitchen utensils, household appliances, toys. However, Xie China has always believed that, Zappos actually sell all these years, it really is the best customer experience.

The Red Sea into the network of shoe

In November 1998, the United States, San Francisco downtown area an old-fashioned media, gray building. Microsoft’s shares worth 265 million U.S. dollars acquisition of Chinese-American Xie Hua founded LinkExchange (one for the small site advertising exchange service website). Since then, the young man who is only 24-year-old became an angel investor.

The following year, to know China Xie than their younger entrepreneurs Knicks Wim (NickSwinmurn), Swaim presented the idea of an online shoe. Initially, Hsieh Chia-hua, and disagree, who would buy this on-line shop selling significant features of commodity?

Sometimes that is so, then to what was originally not a thing there will be a turning point, Swaim to thank the white hair, a voice mail at home, once again laying out his ideas: the entire U.S. footwear retail market size of up to 40 billion US – yuan, of which 5% is realized in the form through mail order catalog, and this is equivalent to two billion U.S. dollars. The implication, at least get part of the online sales catalog sales share.

Hsieh Chia-hua was impressed, so to Swaim’s Shop ShoeSite injected 50 million U.S. dollars, but “ShoeSite” too straightforward, so changed its name to Zappos, which is based on Spanish for “shoes” from the word Zapatos deduction. Six months later, Xie China with the start and Swaim operate the company.

Soon after, Xie Hua Zappos further additional investment of 10 million U.S. dollars. He interest in this rapidly warming web site, in 2000, Xie China to become CEO of Zappos.

At this point, online shoe has become the Red Sea, Shoes.com also was established in 1999, online retail giant Amazon.com, which has also begun to set foot, was set up Endless, traditional department stores, Nordstrom also BenchmarkCapital test the water in this area. While Swaim earlier ideas shoe thought of the network, but now Zappos is one of the participants boom, and there is no first-mover advantage. Since then, the Internet bubble quickly burst, B2C services allow investors to avoid any connection overnight.

Colder than the capital market is the business model of practice. Swaim was originally envisaged that the creation of an online store, and then orders delivery of shoes can really lead the manufacturer. No inventory, does not need to fulfill orders, which eBay is like a perfect business model characteristics, can easily generate high profits.

However, the reality hit Swaim a mouth. Footwear suppliers reluctant to entrust their brands to a little-known online stores. Zappos initial contact in the 100 companies, only three expressed interest. This figure eventually rise, but still insufficient to achieve the Zappos want to provide a wide range of footwear product selection ambition. Followed by bad luck is: Zappos is almost no one is interested, finally got orders, there is one for every 10 is unable to perform, sometimes it is shipped the wrong shoes, and sometimes it is the customer orders, the shoes were already out of stock . Customers not to mention a complete selection of goods, because the supplier would like to Zappos web site by selling some of Wei Huo end of the quarter.

This forced the young company had never thought of starting to do some things: In order to expand the types of goods, it began to have their own inventory. This also led to an unexpected result: customers receive a timely manner due to order fulfillment and full of excited, so their active promotion of the company’s ambassador. From the customer an avalanche of e-mail, Xie China to see some real things, “Customers tell us how to build business.”

To make a fuss around the customer experience

Unlike shoes, books or other items, online shoes troubles are obvious: the shoes can not be tried, how inappropriate to do?

Zappos customer commitment, if they feel inappropriate shoes, delivery and return postage is free. Xie Hua summed up this principle: “the right to wear shoes, inappropriate to change.” Such initiatives, while not Zappos first, but Zappos has done the most thorough of its return period of up to one year, its one of the fast-growing killer.

To facilitate the client’s determination to make up its mind to buy, when the customer can not determine which one is more fit shoe size, when, Zappos will even advise them to purchase two sizes of shoes, try to be inappropriate that after returning to size free of charge.

Many people may be concerned for the payment is not easy returns, Zappos started on the launch of a delay in payment of the after-sales approach. Zappos customers to buy the goods within 90 days after you can not pay, which corresponds with the free returns once again to release the customer’s decision-making pressure.

To lure customers to buy all of these provisions, in order to Zappos to bring up to 20% -40% of the return rates. The more high-end brands, the higher the return rates. Such a high return rates seem very dangerous, but because the average amount of each order up to 90 U.S. dollars, this still left to Zappos enough profit margin, after deducting the shipping and return charges, gross profit was still up to 35