Footwear Technology: E-Commerce World Cup Data Website Traffic Increased By 40%

　　 World Cup Sales of Adidas jerseys increased by 60% when the unit price of commodity per customer exceeded 500 yuan

In June, Adidas, a high-tech brand in the sporting goods industry, became the official sponsor of 32 teams participating in the World Cup. It is understood that footwear e-commerce benefited from the influence of the World Cup sports events, and the sales peak season of football sports goods is coming.

As one of the largest fashion e-commerce shopping platforms in China, Yougou Fashion Mall will offer special discounts of 4-6% for sports goods during the 2014 World Cup to match the World Cup. According to Wang Enbin, the head of the marketing department of Yougou Fashion Mall, "from the sales data collected by Jingdong flagship store, Tmall Mall and the main station of Yougou Fashion Mall, sports brand goods represented by Adidas, Nike and PUMA increased by 28% year on year and 32% month on month compared with the same period in 2013. It is expected that the sales volume in July will increase by more than 45%."

At present, Yougou Fashion Mall has 2014 fan uniforms and game uniforms for 8 teams in the top 32 teams, including Brazil, the Netherlands, Argentina, France, Germany, Spain, Portugal and England. According to statistics, during the World Cup, the website traffic increased by 40%, the sales of Adidas jerseys increased by 60%, and the German team with a customer price of 400-500 yuan ranked first in the sales of sportswear. The new football shoes of Adidas and Nike 2014 with a discount of about 60% were well received, and the number of orders was concentrated on teams, with a large number of single orders. In addition, World Cup related T-shirts, backpacks and other supplies have received high attention among young student consumers.

　　 Beijing , Shanghai, Guangzhou and other domestic first tier mainstream cities have become the main consumer markets of sports goods during the World Cup. As an important online distribution channel of Adidas, Nike, PUMA and New Balance, Yougou has an exclusive price advantage and commodity resource advantage. Compared with other footwear and clothing e-commerce brands, Yougou's commodity discounts are basically at a low level throughout the network, with a minimum discount of 2-3%. As a 6-level VIP user of Yougou, Miss Han, more than 80% of the order volume comes from the purchase of sports shoes and clothing of Yougou brand. The price advantage of sports goods in Yougou Fashion Mall is obvious, with about 50% discount in the majority, which is highly concerned in Beijing, Shanghai, Guangzhou and other big cities.

It is reported that during the World Cup, the Yougou Fashion Mall held various activities related to the "World Cup". If you buy related sports goods, you can participate in such surprise activities as "receiving 30/50 yuan coupons", "sending Samba jerseys/shoes", "receiving mysterious gift bags", and so on. During the World Cup group matches and finals in June and July, Yougou Fashion Mall has set up a special World Cup channel. Users can log on to the World Cup channel of Yougou Fashion Mall to inquire about the relevant sports knowledge, sports discount products and interactive activities of the World Cup. New media such as Yougou official microblog and WeChat will also have special activities related to the World Cup in succession introduction 。