Amoy brand and the gap between customers

1. Why clothing will become Taobao's largest e-commerce category?

First of all, clothing as a special category, it has two characteristics: one is higher gross margin, clothing gross profit margin is about 50%, two is the long tail characteristics of clothing, online space display is insufficient, the line of clothing style theoretically said that the exhibition space tends to infinity. These two features allow clothing to be online, but this is only available online. and clothing can survive is also involved in the clothing itself distribution system, line online clothing terminal difference is huge, so that the line can have extended space. However, with the gradual development of e-commerce, clothing as a non-standard goods, nothing more than the standard products through the scale of utility to achieve cost compression, so its price on the expansion of the space is not small. Then it will be the time for the clothing brand to present itself.

2. Why the gap between the brand and the customer is so huge?

Where the size of the customer around 6 billion, and the general Amoy brand in the size of hundreds of millions of yuan. The gap between the two is determined by the difference between the two: Black Apple blog that all customers go is the public section, and Amoy brand is to go personalized products. The basic section of the mass can do very high sales (the spa mode of the brand is basically around tens of billions of), the logic of its survival is also the cost of compression scale (also the logic of the standard products), and personalized product growth space is much smaller, which is also personalized brand of the ceiling.

3. What will be the future of Amoy brand development?

According to the order of product strength and brand power, we can clearly see the huge difference between Amoy brand and traditional brand (also including basic brand). Amoy Brand is a product force first (mainly is the design of clothing styles present), while the traditional brand is the brand power first, basically let the public familiar with the brand itself, and then contact the product. So black Apple Blog According to this logic, Amoy brand replacement is also a wave of replacement, because Amoy brand itself is based on the designer, and the brand will gradually fragmented.

4. How do you think of the future development of every guest?

If you look at the individual's own brand, you can clearly feel that it is moving in a way similar to the spa mode. The essence of the Internet is to reduce the loss of information link to achieve channel subversion, but this logic in the SPA model here is not feasible, because the vertical integration of the spa operation itself is very small loss. Instead, spa can reduce offline costs by extending the business. But when the cost of electricity is rising, the brands that rely on Internet marketing are faced with the risk of increasing costs. This may be a problem for the customer, and where customers do the platform may even be to some extent to do marketing supplement.

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