Amoy brand has entered the variation period

Split silk and the City of Angels merger case to Amoy Brand's survival status again received attention, a number of people in the industry to billion power network said that 2013 will become Amoy brand a key node. In the case of electricity quotient and Taobao environment are changed greatly, Amoy brand has entered the variation period: the old Amoy brand or Sheng pole and decline, or accelerated expansion; The new Amoy brand is beginning a different road with the predecessors-to establish their own rhythm, rather than blindly cater to Taobao.

It's a great loser.

After several stages of development, the first batch of Amoy brand has begun to differentiate, part of the rapid growth of the sellers are from Sheng and decline.

SK Telecom (China) venture capital investment fund vice president Jianjiang told billion Power network, Amoy brand and the development of traditional brands have a certain similarity, the traditional brand has a "channel dividend period", Amoy brand has a "flow dividend period", this period of time, no brand-forming enterprises are easily eliminated.

According to Jianjiang, the free flow of the Amoy after 2009 has been decreasing, the rising cost of marketing, coupled with the constant influx of traditional brands, the new brand is still in a more new and sensible way to cut the market, no user loyalty Amoy brand survival will be more difficult, part of the only Low-cost Impulse Amoy brand has been gradually out or to seek transformation.

People familiar with the situation to billion power network to lift a shoe Amoy brand example: Taobao has once become the myth of sellers, but in the 2010-year double 11 due to excessive sales, supply chain, serious oversold, and then to the late delivery, user reviews, the brand image seriously impairment, and after the collapse, is now seeking transformation.

Accelerate expansion

In part Amoy brand gradually out of the public view, while some other Amoy brands hold their positions, and gradually launched the pace of expansion.

Han are currently including women's clothing, men's, children's wear, women's shoes, such as the purpose of 7 private brands, split silk in the possession of silk, the place, not the pool of three designer brands, the vigorous acquisition of a hand-made old Taobao ladies of the City of Angels, has been basically confirmed by the initial Amoy brand to negotiate mergers and acquisitions matters; Makeup Brand Royal Mud Square CEO Dai also said it is possible to merge internationally renowned cosmetics companies in 2013.

Han Clothing house founder Chong told billion Power network, apparel products (especially women) belong to fashionable goods, a single brand often has the bottleneck of growth, so many enterprises have many brands operating desire or planning. "For the offline brand, because the channel construction is difficult, many brand building often to the enterprise is quite mature after the start, while the online brand development speed is relatively fast, the channel construction is much less difficult, so can be in a short period of development to try multi-brand strategy." ”

However, Chong also said that the expansion of Amoy brands are still facing their own problems: on the one hand, enjoy the electricity quotient dividend, the size of the revenue to reach a certain level of Amoy brand is getting closer to the ceiling. How to maintain high-speed development, Amoy brand is facing the biggest problem. On the other hand, the integration of corporate culture after the brand merger is also a big test.

Build Your own rhythm

Billion power network to understand that, in the ups and downs, two-level differentiation of Amoy brand, there is a class of brands (to the new generation of Amoy brand) is low-key. This kind of Amoy brand mostly relatively quiet and steady, walking is a very different road. "Insist on no price reduction, insist on making money, do not seek scale is their common characteristics." "Jianjiang to billion power network introduced.

According to the original Wheat bag operation Director, is engaged in the electric business training consultation of the Bluebird Introduction, New Jin Amoy brand Most of a shot has a clear positioning, in the brand operation more ideas, have their own adjustment, not easy to reduce prices, nor blindly follow Taobao policy to do activities, and this is the previous Amoy brand does not have.

2011 to become Amoy brand luggage brand Imini is a "do not follow" example. "In the luggage category network brand, Imini belongs to a kind of steady calm, has been in accordance with their own pace, not for the rules of Taobao move." This development style determines its initial development will not be particularly fast, but the advantage is not to be affected by Taobao policy changes too much. Bluebird told billion power network.

It is reported that in the 2011 new Amoy brand, positioning high-end fashion tang Huasheng kee, "small evil Big woman" style of women's brand two or three things, only sell "pure nuts" of new farmers are open and explore their respective segments of the unknown market. These brands in the shop page style, price, service, are more focused on the maintenance of brand image.

Chong also to billion power network said that a new generation of Amoy brand positioning in the brand can be more accurate subdivision, which is conducive to the rapid growth of the brand. However, he also pointed out that too subdivision of the positioning is the next generation of Amoy brand bottlenecks in the future growth.

Taobao behind the Variations

Insiders said that the 2013 to Amoy brand will be a key integration period, and the reason why this phase has become a variation period, in addition to Amoy brand their own bottlenecks urgently need to break through, but also with the overall environment of Taobao has a certain relationship. According to the Billion power network, from the start of the grocery market state, Taobao sellers have roughly experienced four stages of fission:

The first stage, to foster market large sellers, so that there are sales advantages of a group of sellers quickly grow up; the second stage, the brand awareness of the first, Amoy brand to become a benchmark; the third stage, deepen the brand strategy, the Cat Independent, the traditional brand began to gongchenglvede.

From 2012 onwards, Taobao sellers began to enter the fourth stage: in the market, the middle and lower reaches of the "small and beautiful" has become more and more valued as a mainstay; in the mall, many traditional brands continue to squeeze the original market. For the brand in the middle of Amoy, it is inevitable that some embarrassment.

The above four stages, Taobao most of the time in the dominant position, and sellers can only follow the rhythm of Taobao go. Some insiders joked: "Taobao is basically the net business of the central government, sellers like to watch the news broadcast the same attention to its policy dynamics." "For Amoy brands, Taobao's evolution and strength undoubtedly increased the risk of brand development."

"Taobao's development has always been a ' sporty ' color, and sometimes the pursuit of GMV, a large amount of king, and sometimes began to strengthen the personality, small and beautiful into the wind. "A rich Amoy brand operation experience to tell billion power network, Taobao environment variables are very large, this makes Amoy brand has been a sense of crisis, especially in a certain market share of Amoy brand, need to expand their size, and platform game, in order to gain more discourse power."

For the third category Amoy brand, to establish their own rhythm, deep into the target customer base, the price attraction to the lowest, is the best way to resist the risk.