E-commerce is an unstoppable trend that is bound to bring new changes to brand enterprise management and business operations. For brand owners, channels are the pathways that connect products with consumers. Distributors at various levels, who are responsible for building these channels, play a crucial role in the product sales process. They enable full communication of information across all segments of the distribution chain, and producers and distributors can also directly interact with consumers via the internet. Only through mutual cooperation among all entities in the distribution chain can the interests of all parties be maximized, and a win-win collaborative relationship be jointly created.
As a well-known domestic brand in children’s footwear and apparel, Bobdog’s market recognition and influence require little elaboration. The successful operation of the Bobdog brand is managed by Qiyite Co., Ltd., based in Jinjiang. Established in 2001, Qiyite Co., Ltd. is an all-round enterprise integrating planning, design, production, and sales. Committed to making Bobdog China’s No. 1 high-quality brand exclusively for youth, the company has a highly skilled and professional design and marketing team, and has established a comprehensive operational management system. The company sets “standardized management, serialized products, and internationalized branding” as its business goals, adheres to the corporate philosophy of “quality first, customers foremost,” and upholds the corporate spirit of “unity, striving, pioneering, and innovation.”
From the very beginning, Qiyite Co., Ltd. chose to expand its distribution channels to second- and third-tier cities, where 80% of China’s population resides. Currently, the brand’s offline sales network covers the vast majority of provinces, municipalities, and autonomous regions nationwide. In terms of e-commerce, which has seen rapid development in recent years, Qiyite began gradual expansion in 2010, and in 2012, Bobdog entered Tmall, implementing a full-network sales strategy. The brand currently has six authorized primary-level online distributors and over 500 secondary and tertiary-level distributors.
How can distributors each have ample room for growth without constraining one another? Huang Chengye, Deputy General Manager of Qiyite Co., Ltd., stated that the brand owner must establish unified pricing standards to avoid internal price wars among distributors. Of course, this requires enterprises to rigorously screen distributor teams during recruitment — the distributor team must possess certain hands-on experience and financial capability. Moving forward, Qiyite plans to build a more comprehensive online distribution network for Bobdog. Sports shoes, leather shoes, and apparel will undergo 360-degree refined development across all categories on the internet.
If you are interested in the distribution business of Bobdog, you are welcome to join the 13th edition of the long-running Southern Fujian offline event — Benchmark E-commerce Open Day: A Visit to Bobdog. This event will take place on October 18 (Saturday) and will offer you a chance to explore how Bobdog has carved out a new blue ocean in the children’s footwear market. To register online, follow the WeChat public account: Global Shoes Network, and reply in WeChat with “Bobdog + Name + Company + Position + Main Business + Mobile Number.” During this event, you will have the opportunity to listen to practical insights shared by top-performing online distributors, understand the current state of the e-commerce distribution market, gain guidance for your e-commerce venture, and also view the latest season of Bobdog children's footwear products at the forefront of industrial R&D. You can even join Bobdog in pioneering the new frontier of e-commerce in the children's footwear blue ocean. (Southern Fujian E-commerce Channel)