Amoy brand encounter dilemma, urgent need to improve the visual field pattern

Amoy brand has undoubtedly encountered the development of the ceiling, when the original mode can not continue, the next step how to go?

Famous Amoy brand Royal Mud Square founder Wu Lijun recently died of brain disease, only 36 years old. This makes Amoy brand's survival status is again thrown into the spotlight.

Has relied on the rise of these Amoy brands in the traditional brand under the invasion is losing, coupled with their own operating costs increased, poor governance, Amoy brand is falling into the collective sink situation, leaving only Han Du, crack silk, a few brands such as Aphrodite still scenery.

Along with the Amoy brand frustrated is more and more traditional brands settled in the day cat. Tencent Science and technology learned that the Spanish fast brand Zara, the United Kingdom well-known high street brand Topshop and other recently expected to open the official flagship store. Earlier, the fast fashion brand Gap, Uniqlo, FOREVER21 has been completed.

There is no doubt that the traditional well-known brands and Amoy brands in the cat's balance has been the difference.

NOP founder Liu Yan to Tencent Technology, Amoy brand has entered the shuffle stage, in the days of cat women's traditional brand has been equal to Amoy brand, in the top ten of women's clothing sales accounted for 5 seats. Women's Field Amoy brand has not been defeated mainly because the women's clothing more speak style rather than brand, men's field Amoy brand in the traditional brand attack is already completely defeated.

"Cat Top ten men's brand is a traditional enterprise, Amoy brand is not only squeezed out the top ten positions, but also the growth of stagnation or even decline." This was unthinkable 3 or 4 years ago, when Amoy brand completely occupied the top 10 men. Liu Yan said, similar to men's brand-like category, Amoy brand has been routed.

Another electric trader shares a group of electric business data: The cat Taobao clothing market growth is not more than 40%; TOP100 a large number of shuffle, rely on photo sales mode has expired; Big C sellers into a spent, completely rely on eating old guests, all serious lack of new passenger traffic, can live on three kinds: top big, deep style, fight without moral integrity.

Still in Amoy brand the first camp of the Korean clothing House CEO Chong also said to Tencent technology, the next decade Taobao ecological competition more complex, the apparel industry will accelerate from the line down to the line, more and more competition. The internet Matthew effect becomes more and more obvious.

Lying on the back of the day to make money

Most of these Amoy brands have their own "glorious years", and become the object of the day Cats strongly courted: participate in double an activity, not only not too much cost, but also in the access to the platform in the capital and flow support under the premise of pushing high sales, do not worry about the big price reduction will bring losses.

With this golden opportunity, a group of Amoy brand rapid rise. Wheat bag is the predecessor of the home to do the traditional luggage OEM business, with the OEM gross profit margin and homogenization of the competition intensified, 2007 after the transition to the days of the cat to grow rapidly: 08-09 year sales from 3 million to 30 million, 2010 sales over billion.

The big leap-forward growth of the wheat bag led to many rounds of financing, which also allowed the Yehai, the founder of the package, to expand in 2010 and 2011 with a surge of public opinion and business expansion. However, the rapid changes in the capital environment, coupled with the uncontrolled development of the enterprise, has made the wheat bag suffer the development predicament quickly. In 2012, a number of jobs were reported: Following the layoffs in May of the year 30%, the same year in August, again layoffs, several senior staff turnover. And Yehai is also referred to after several rounds of financing after the basic completion of the cash, the shares are negligible.

Now the wheat bag has been silenced from the noisy market. Yehai became a lot more pragmatic, Tencent recently accepted the technology line, said that the previous few years is the electricity quotient dividend period, the competition is not the Life-and-death, the enterprise by the fierce dash can win, now the electric trader enters to the relatively stable period, the past strategy invalidation, becomes the wise man to win, the wheat bag must tamp, strives for the

"The wheat bag is now ' shut up ', not much publicity this year, not a big expansion. "Yehai said that the traditional enterprises continue to pour into the field of electricity, so that market competition to return to normal, into the melee phase, Amoy brand no longer likely to lie about the days of money, and now think of the most is how to manage the business, and then as in the past high-profile meaningless."

In fact, not only the wheat bag, such as green boxes, such as Amoy brands in the sale of billions, have also fallen into the growth dilemma. But did not seize the day the cat development opportunity of the City of Angels will choose to sell to crack silk.

Amoy brand Feeling Cat "change of Heart"

When the cat became the biggest platform for the domestic enterprise, there were also many discordant voices inside. Many Amoy brands complain that the cat more and more traditional brand, Amoy brand more and more attention. Why the Cat on the rise, together with the growth of Amoy brand but fall into the collective sink?

Chong to Tencent Technology, the days of the cat was founded, not by traditional enterprises to see, when the support Amoy brand is helpless. Amoy brands can also benefit from the high level of cooperation with the platform.

However, as more and more traditional enterprises involved in the electric business, the support of the day cat more and more, Amoy brand platform support shrink, the original coordination of the high advantage also gradually disappeared, forced to stand with the traditional well-known brands to a starting line. Chong said, "The cat more and more attention to the traditional brand, this is actually an illusion, should be viewed from another angle, the cat is now considering more who can help the cat to achieve a total win, then who will get more value." ”

But obviously, the cat ecology is not conducive to the direction of Amoy brand development. Jingdong CMO Lan Ye to Tencent Science and technology, Amoy brand with the help of the electricity business will soon scale bigger, this is a good thing. The key problem is that consumers buy products, if Amoy brands do not have good product resources, no supply chain, no research and development capabilities, but only in the early development of advantage.

"Just by copying other people's photos, this model doesn't work." Lan Ye said, the consumer is rational, when the traditional enterprise slowly change the train of thought, learn to Amoy brand This set of operating rules, Amoy brand products no longer, can only fall into the downward channel.

More importantly, with the Amazon, Gome (Micro-bo), when the electric business enterprises into the days of the cat, the traditional enterprises have become more and more, the growth has slowed the days of the cat traffic is becoming more and more inadequate, which makes the company has strong financial resources to snatch impulse and ability, small and medium-sized Amoy brand natural in leeward, The living environment has become worse.

This has been proved the fact that now Taobao plus a year of advertising revenue has been more than 4 billion yuan, businesses need to bear a variety of advertising, through train, as well as technical services fees, not to hit the basic advertising has been difficult to obtain enough traffic. And, in just a few years, the cost of a single flow conversion in a cat has changed from Mao money to a dollar. Sellers may be getting more and more traffic, but the cost of high costs has not increased much.

Amoy brand to slow down the pace of the factors there are many. Senior electrical business expert Huang Jo said, Amoy brand to enjoy the geometric level of development is unlikely. Enterprise sales from tens of millions of to a few billion, the management of staff from dozens of to two hundred or three hundred people, relying on the efforts of entrepreneurs, but also to go up, but again want to take the steps, it must be a set of systematic management. This kind of systematic management most Amoy brand does not have.

In addition, from the cat point of view, in support of businesses and hope that businesses do not grow too big, there will be inhibition process. Huang Jo said that this is Taobao tradition, the platform through the distribution of traffic, search rules to make adjustments, the need to support large businesses, to rely on policies to expand business, so that businesses get more traffic, ranking more forward, need to restrain and readjust.

The cat does not recognise partiality for traditional brands. A person said that Taobao on their platform to grow up on the Amoy brand treasure and support, Taobao also proposed "double million" strategy to encourage the introduction of more cat original brand. The cat ecology is like the Pyramid Tower base, who can become the Spire enterprise, but also rely on their own efforts, the cat will not interfere too much.

In the throes of Amoy brand breeding and development of new opportunities

Amoy brand has undoubtedly encountered the development of the ceiling, when the original mode can not continue, the next step how to go?

Clear positioning may be the key to existence and growth. When a batch of Amoy brand into the downlink, there are still new Amoy brand out of the 2011 when we all believe that the electricity business is a Red Sea, "" "The Birth of" Aphrodite Oil "was the founder of the countless Taobao sellers as an idol.

In the 2012, when everyone thought that the electric merchant Red Sea was redder than 2011, "Three squirrels" turned out. According to media reports, "three squirrels" in the Year "double 11" big promotion of sales breakthrough 8 million Yuan, January 2013 single month performance breakthrough 20 million yuan, easily leaped nut industry network first.

"Three squirrels" founder, network nickname "Daddy" Chapter Prairie Fire, the use of online brand unique, molded "three squirrel" this personality brand. Add name to remember, easy to spread, after the spread through social media, "three squirrel" has achieved the present achievement.

"Now live better Amoy brand, are accurate positioning, and must be accurate positioning." Like the olive oil, puppy vacuum cleaner, Royal Mud Square, we are Korean wind, split silk is the national wind, positioning particularly clear. "Chong said.

Amoy Brand still has a lot of advantages, the traditional enterprise's electrical quotient is only a department, and many are led by professional managers, pure electric business enterprise is the boss of the whole sentiment to lead a group of passionate, near "madman" in charge, they on the online consumer trends occur within a short period of change reaction faster.

But for Amoy brand, the more urgent need to upgrade is the vision and pattern.

One electric trader pointed out that Amoy brand is weak when do not know bragging, very momentum, but bigger and more like the traditional enterprise, in the process of the traditional enterprise in line with the loss of self-confidence, the reason is that a lot of Amoy brand pattern is too small, the development process is too conservative, did not expect that the industry will do so gross amount.

A once very well-known Amoy brand, in 08 is the typical day cat, when most Amoy brand annual scale is only 50 million, its annual scale has done 1 billion yuan, but the enterprise early attention to fine operation, missed development opportunities, now can only lament sigh. Lan Ye pointed out that Amoy brand must be ambitious, to understand the next stage of things.

Talking about the current Amoy brand situation, an electric business person optimistic that slow development does not mean that the bad things, can let enterprises in the rapid development of the impetuous calm down, precipitate their own, can continue to innovate, such as pattern diversification, product diversification, multi-channel channels. "At this stage is the real time to consider the level of management, successful, these Amoy brand founder is the real entrepreneur." ”