Amoy Brand Camp Annual sales of 300 million yuan is the safety line

Absrtact: Along with the Korean all clothing house, the Mann, the crack silk and so on brand successively has launched own high-end brand, the quiet temporary Amoy brand once again is pulled back the public view, but the three brands are called Amoy Brand's new three big representatives. In the rapidly changing internet age, some

With the Han clothing house, the Mann, crack Silk and other brands have launched their own high-end brand, quiet moment of "Amoy brand" was again pulled back to the public view, and the previous three brands are called "Amoy brand" the new three representatives.

In the rapidly changing internet age, some of the early well-known "Amoy brands" such as wheat bags, green boxes, grass collection is now no longer the scenery. At the end of 2013, the Taobao Index, which was hailed as a sales barometer, showed a sharp decline in the number of "Amoy brands", representing only 30% of the 2011 peak.

"The Chinese business newspaper," the reporter found in an interview, "Amoy brand" camp differentiation is obvious, some brands are down, hard to find a way out; some brands are still adhering to the "small and beautiful" market segments, the survival of worry-free, and a few brands began to enter through the operation of multiple brands to expand the stage, like the new three "Amoy brand" 2013-year sales have exceeded 1 billion yuan.

A multi-year study of "Amoy brand" experts believe that 300 million ~4 billion sales is "Amoy brand" security line, across this security thread will survive without worry, has a stable membership and conversion rate. More crucially, these brands seize the "Amoy brand" standing on the cusp of the opportunity to use the Internet to reconstruct the back-end of the supply chain system, cultivate their own operations team, just so that they have the basis of the development of multiple brands, and can continue to improve the company's sales.

Multi-brand Strategy

When the explosion is not workable, Ali Amoy brand "small but beautiful" positioning and large-scale development of the contradictions between the beginning of the show.

Recently, the Korean clothing house launched a new line of women's Brand Di Kwai Na (Dequanna), its brand positioning is "Korean style fashion mom outfit", the flagship store has been online. In fact, as early as the Korean clothing house to acquire independent designer brand and line of middle-aged and elderly women's brand Ai Mo (anymo), there are insiders believe that the Korean clothing House This acquisition action means to start their own category expansion of the pace. Korean Clothing House founder, CEO Chong said, Multi-Brand strategy is the inevitable choice of Han's clothing. Because women's brand is dispersed, more suitable for many categories of expansion. Chong said that the Han will strive in 2020 to reach 20 mature brands (refers to the annual sales of billion yuan, annual sales of 50 million yuan below the seed brand), to achieve more than 10 billion yuan sales scale.

And Han are the same, the other two women's "Amoy brand" and crack Silk also recently launched a new brand, the former in March launched a high-end women's brand "living in the left", the brand has been settled into the cat, Jingdong (rolling information) and other electric platform, and the latter in February launched the upgrade brand "Lotus can", The price is set at 1000~2000. The founder of the Fang Jianhua to the media, the introduction of high-end brands through the analysis of existing customer demand, is around the Cotton Hemp Life Circle multi-brand strategy to make a strategic layout. In fact, as early as the beginning of 2011, the Mann has been on the product line and product quality transformation, gradually from a single women's category, to women's shoes, jewelry, bags and other categories to extend. After the acquisition of the "Amoy brand" in the first language, the Mann officially opened Multi-Brand strategy. And the pace of the split silk seems to be greater, there are news that crack silk will buy men's brand NOP, will be more brand field expansion to menswear.

"Amoy Brand" was launched the original intention is because the Taobao platform on the brand too little, Ali through the flow tilt policy to support some brands. At the peak of 2011, the number of "Amoy brand" has reached hundreds of. But from 2012 onwards, the traditional brand and international big-name all began to enter the internet sales, plus Ali's support to shift the focus, "Amoy brand" began the collective silence.

Initially pushed "Amoy brand", Ali side of the emphasis is "small and beautiful", but many "Amoy brand" is through the success of the strategy to seize the market. Through the successful creation of a burst, to enhance the brand's influence in the category, occupy the search portal, while reversing the sales to optimize the back-end production costs. This is precisely the rules of the game of industrial production: to win by volume, Winner takes all. But when the explosion is soon unworkable, this "small but beautiful" positioning and large-scale development of the contradictions between the beginning of the show, "Amoy brand" growth is weak. During the period of some enterprises also launched the brand, such as the men's brand Spokane in 2012 launched a more high-end "Arlo", but has not improved. According to Spokane CEO Wu Shihui introduced, now the company has no longer push the brand, only focus on the main brand.

In the second half of 2013 years, some solid foundation of the firm began to restart Multi-Brand strategy, at this time, whether it is a large environment, or the accumulation of their own brand, are sufficient to support the operation of multi-brand system.

Consolidation challenges

300 million ~4 billion annual sales are "Amoy brand" survival of the safety line, only to this standard will form a core membership group, with the development of multiple brands of the foundation.

Although, "Amoy brand" through multi-brand strategy to expand the scale is at just the beginning stage, but the goal is very ambitious, such as the Korean all clothing homes, the Mann has made tens of billions of yuan plan, and intends to launch in 2016 before and after the listing. Chong said, offline women's brand positioning is relatively vague, there is no strong brand, but the Internet through each child brand can be more accurate positioning to subdivide the crowd, by virtue of this advantage, "the emergence of an Internet brand Bai enterprise is very likely." He even said, "We will not deliberately strive to become the first listed Internet brands, but the size of the listing is a natural thing." However, the "Amoy brand" multi-brand strategy also has different views, electric business observer Ruzenwang that, whether online or offline, enterprises to develop more brands are difficult.

A multi-year study of "Amoy brand" experts believe that 300 million ~4 billion annual sales is "Amoy brand" survival of the safety line, only to this standard will form a core membership group, with the development of multiple brands of the foundation. He thinks, on the surface is many brands, but behind the test is actually the supply chain and Operation team. Therefore, the size of the enterprise 100 million yuan although very easy, but it can not be said to be safe, it is not easy to do 1 billion yuan. "Do not say more brands, the single analysis of those who did not grow up ' Amoy brand ', there are three aspects have not been fixed, one is the supply chain did not set up according to the Internet, the second is the team did not grow up, the third is the product no innovation, no tone. "He believes that the insistence on the brand is very important, such as Han all clothes, crack silk, Yin, and other brands are very clear, such as AK, the main half of the military half leisure style, so live very comfortable."

The same as the expert analysis, in the start of multi-brand strategy, crack silk has encountered with the acquisition of the brand adjustment of how to integrate the problem. Media reports, the city of the angel of the purchase of the Angel, the city of Angels sales fell sharply, 2013 year-on-year sales fall by nearly 40% in 2012, resulting in the acquisition of square crack Silk appears to be struggling.

In the case of emphasizing brand individuality on the internet, how to keep the personality problem of the acquired brand is very test to the purchaser. Split silk in the early 2013 acquisition of the City of Angels, was considered by the industry in the gene and crack silk has a certain gap. After the merger, from the management concept, team formation to the design and production, the City of Angels has undergone great changes. A user directly proposed: "No small A (the founder of the City of Angels) the City of Angels lost their souls." "And the crack of the city of a large number of angels original customers into the cat shop and the practice of tearing silk also caused great controversy."

For the integration of the acquired brand, Chong that the Korean clothing house has solved the problem. At present, the Korean clothing house is a group system operation, each group has an independent product design and marketing authority, other related to procurement, OEM and other issues are the entire company to share a system. The advantage is that the acquired brands continue to use the original team, to maintain a unified style, but the problem involved in the supply chain only need to be included in the whole Han clothing big system. He, for example, May 2012, grain wisp by Han all clothing homes after the acquisition, registration of a new company to operate independently, the original brand designer and founder is still fully responsible for the design and product development. At the same time, the Korean clothing shed some of the troops, to grain wisp inject fresh blood, merged into the flagship store. Since then, grain wisp began to "Korean All mode" development, the annual sales from 2012 to 2 million rose to 2013 80 million yuan, the team is more than 120 people.