Amoy Brand Game rules change: competition comprehensive strength or the tide of mergers and acquisitions

Fans of the City of Angels have found that the model in the April 22 new trailer is no longer a small one.

Small A and Tanjia couples are the founders of the City of Angels. From the inception of the first to be split silk before the acquisition, small A has been the City of Angels model. Last year, Angel City changed a Taiwanese model, but as fans objected, little a came back.

But this time, little a may no longer come back as a model. "Because of the brand development needs and small a personal family reasons, Xiao A will continue to accompany the future growth of Angel City as a brand advisor," she said in a April 22 microblog. Thank you for your long-standing companionship and support as always. ”

This makes the fans of the City of Angels a little sad. A netizen wrote: "No small A, the City of Angels less soul." ”

So far, before the uproar of the split silk to buy the city of Angels, the case finally settled. Crack Silk founder Tong to Tencent Technology, cracked silk bought Angel city has been completed, Angel City became split Silk subsidiary. In the future, small A and Tanjia will be one of the shareholders of the City of Angels, and will discuss with the split silk in the product grasp and design style. The City of Angels will retain its original style and will slowly add design elements. This is also the largest Amoy brand mergers and acquisitions first case.

Angel City is experienced a ups and downs of a Amoy brand representative. It has in 2010, 2011 years through the glorious period, for two consecutive years, Taobao Women's category for the purpose of sales champion. However, when the ecological environment of Taobao changed, it did not follow the pace of the transformation of Amoy brand.

Amoy brands have to face is that the rules of the game is changing: Put the product on the price can have a business of the time is gone forever, is now brand advocates, supply chain, team management, marketing and other comprehensive strength of the competition.

Brand Transformation and subdivision

Casual snack brand Red taste square owner Guijin review, Taobao 10 years the biggest change is the owner of the structure and the rules of the game changes. Initially, Taobao main 0 threshold to start a business, the first batch of Taobao sellers capital strength is not high, part of the transfer from ebay to Taobao. It was still a wild age, and successful sellers such as Lemon green tea.

The second stage, there has been a group of Taobao on the cause of the team, they have professional ability, a certain amount of capital accumulation, with the concept of the brand. 2007 years or so, have appeared Amoy brand.

2009, Taobao entered the third stage, the line of mature traditional enterprises, traditional brands began to look for opportunities on Taobao. They have the professional ability, also has the abundant capital accumulation. Amoy brand not only to fight profitability, but also to spell product quality, brand advocacy, supply chain, team management, shop conversion rate, customer repeat purchase rate, E-commerce has become a craft live.

The City of Angels was split in the silk purchase, to some extent, with the missing brand shaping period. The end of 2008 to the first half of 2010 is Taobao Big C moved to the mall's golden period, but also the brand shaping period. And rival Han clothing homes, seven, crack Silk and other 2010 in the sky compared to the City of Angels, the brand transformation of two years later. February 2012, the City of Angels into the cat, missed the brand upgrade and the best time to transition.

A woman top Amoy brand founder evaluation of the City of Angels: "A lot of times, Taobao buyers do not regard it as a brand, just as a shop." In brand building, the City of Angels is still positioned in a fashionable style, selling a relatively inexpensive stage of the price. Angel City Brand is very vague, not like crack silk, the beginning is a brand. ”

At the same time, Taobao's strategy for big sellers is also quietly changing. "Taobao on the Big C store also no longer flow support, instead of supporting the small and beautiful, brand-specific shops." The City of Angels does not possess this advantage. One of Amoy brand Peers said.

"Xiao A and Jia Ming have struggled for more than 10 years, now choose to give the brand to more brand-operating enterprises, it is not necessarily a bad thing." "A peer review familiar with the City of Angels.

Did not catch up with the golden age of Taobao entrepreneurs, began in the subdivision of the field to find the opportunity to shape the brand. For example, Zhang Xiwei and her big code women's Msshe, chapter Prairie and his three squirrels and so on.

Taobao will enter the era of a segmented brand. The brand's subdivision will reach a shop to do only one category, but it can be fine enough, the product is rich enough.

"I started in 2010 at the end of the big code women, Miss Amoy brand development of prime time point." What I'm doing now is a professional field. Because of the professional, so less competition. When we are professional enough, we can repel others. "Zhang Xiwei said.

Three squirrels are emerging Amoy brand representatives, online less than a year to become the day Cat Nut brand sales first, the monthly sales have more than 20 million yuan, more than Paraquat and new Nong brother.

"If the grassroots venture now, there is no large-scale funds, certainly to find very small category cut, the finer the better." Nuts can be divided into a variety of categories, such as nuts, pecans and so on. Just do one of the varieties, it's pretty good. "said Guo Guanghu, chief branding strategist at three squirrels.

Guo Guanghu that Taobao, the cat, although the competition is fierce, but we are more "selling" stage, has not made a real sense of the brand. "For us is a brand vacancy, perhaps others seem to be a red sea, we feel is the brand of blue ocean." Therefore, our traditional brand-building methods used in E-commerce, combined with the spread of Internet methods, to quickly create a brand. ”

Comprehensive strength

Spell flow, selling stage after the Amoy brand is facing a comprehensive operational capacity competition. For clothing, shoes, bags and other categories, the supply chain is a big test.

The founder of Fang Jianhua summed up, many brands because the supply chain management out of control, cash flow appeared broken section, died in inventory. For example, 2011, the design and development of a wide variety of fabrics, concentration is not high, the rapid supply chain requirements for fabrics, there is no reasonable control of shipments time, not set up batches, according to the sales season, according to the number of sales shipments plan, a large number of shipments lead to longer delivery, warehousing turnover

"The brand supply chain is not a simple parity, you take a piece of clothing to give someone a quote." Which factory is low, I give to who, that is the farmer did things, not a business to do things, not a brand to do things. ”

Fang Jianhua said that the most important brand supply chain is to establish strategic partners, strategic partners are not the more the better, nor this factory must be how big, the key is suitable for themselves.

Compared with traditional enterprises, Amoy brand supply chain has a certain advantage. Fang Jianhua, most of the traditional brand through the Open fair, please model catwalk show to the national agents, by the agent to decide. The brand sells the goods to the agents, but the final goods are not sold. This leads to the brand not knowing how much inventory the agent has.

"The biggest difference is that the brand is directly facing consumers, will ultimately be C2B mode, by the customer to determine the size of the order." This is the traditional enterprise and Internet retail brand enterprises, in order mode, the biggest difference. "Fang Jianhua said.

Amoy brand or ushered in the wave of mergers and acquisitions

With the rules of Taobao game changes, Amoy brand or will usher in a wave of mergers and acquisitions.

On the one hand, in the traditional brand into the tide of Taobao, Amoy brand needs to hold a group of heating or strong alliances. Split Silk purchase Angel City, opened Amoy brand mergers and acquisitions precedent.

A Amoy brand founder said: "Even the largest women Amoy brand mergers and acquisitions, that small?" from the big environment, strong and powerful joint group can do more. Amoy brand can also choose to finance, but now this era, Amoy brand has not depended on the development of money, often rely on resource integration capabilities and operational capacity to develop. ”

Investors, on the other hand, are also facilitating mergers between brands to seek exit. According to an Taobao women's clothing brand revealed that from the beginning of this year, frequent investors or Amoy brand people talk about acquisitions. She believes that investment in Amoy brands after 3-5 years will generally seek to withdraw, Amoy brand mergers and acquisitions is largely the promotion of investors.

Another important reason is that Amoy brand founders seek to exit. A Taobao seller said that among the Taobao sellers she knew, nearly 10 founders had sought to quit because of physical exhaustion. The founder is tired, or the next step doesn't know where to go. Taobao business is very tired, no commute time, no meal time. Not only the inquiry before buying, but also will find fault after buying. Taobao's ' Pro ' culture is so, the seller's pressure is particularly large. ”

People familiar with the matter said that because of the growing pressure of operating, the City of Angels is very early plans to sell the cash. "I think they should have rested a long time." ”

Ms said that the most comfortable days of Taobao is the monthly sales of millions of, annual sales of tens of millions of sellers, every year down the boss can net earn millions of, the other is the annual sales of hundreds of millions of, constantly want to do large-scale brand, or just enter the brand, they will be more tired. "Life is a lot of time depending on what you want to grow into." ”