Labor insurance shoes are also fashion, Taobao Tmall profits

Have you ever heard of labor insurance shoes becoming a big hit on e-commerce platforms? Liu Wenchao, a young entrepreneur from Gaomi City, has turned his family's traditional labor insurance shoe business into a successful online venture. His Taobao store achieved a 70% profit margin, and he's now expanding to Tmall to boost sales.

Liu Wenchao was born in Gaomi, a city known for its long history in manufacturing labor insurance shoes. His family has been in the same industry for years. In 2008, while still a sophomore in college, he started selling labor insurance shoes on Taobao using his own account. He made an average of 1,000 yuan per day, with some days reaching as high as 7,000 or even 8,000 yuan. The success inspired him to upgrade from Taobao to Tmall, believing that Tmall's brand image and higher traffic would help increase sales. After graduation, he launched a Tmall flagship store.

According to Liu, offline markets mainly consist of old customers, but they tend to be large in volume yet low in profit. E-commerce, on the other hand, is dominated by retail sales and offers much better margins. Moreover, integrating information technology with business operations allows for faster communication with customers, reducing costs and increasing profitability. Last year, Liu’s sales reached 4 million yuan, and this year, despite a slight decline, he expects around 3 million yuan in revenue.

Today, Liu Wenchao is well-known in Gaomi. There are over 2,000 labor insurance shoe stores on Taobao, and his shop ranks eighth in monthly sales with 2,073 units sold. However, the top shops have a broader range of products, including protective gloves, hard hats, and workwear. Liu focuses solely on 21 types of labor insurance shoes.

In Gaomi, there are many young people like Liu who are embracing e-commerce. These Taobao sellers constantly learn new skills, such as graphic design, to meet Tmall's strict product image requirements. They also study digital marketing techniques, especially with initiatives like the "Tmall Through Train" aimed at boosting sales.

The rapid growth of e-commerce has brought more competition, and young entrepreneurs like Liu are starting to feel the pressure. How will they maintain their sales and stay relevant? Can labor insurance shoes continue to be trendy in the future?

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