Amoy brand of Tomorrow and the future of traditional brand electric dealers

Amoy again transformation, where the customer funds emergency, it is not difficult to see some of the domestic electric business enterprises confused mentality. Whether it is the footwear of the company, or the men of the consumer, all in their own brand and brand of the electric quotient of the wandering several times, and finally still not out of the predicament. In the past year, the cotton, the network, after the Matt, cool days stop operation, the electric business was once by investors as a cautious entry into the industry.





Despite the news of the failure of electric business enterprises, but the traditional brand is still speeding up the distribution of electricity quotient, camel camel, seven wolves, Li Ning and other traditional brands in increasing the power of investment. At the same time, such as crack silk, yin and other annual sales breakthrough billion of Amoy brands, have to large-scale, systematic step forward.





There is no doubt that, in the next few years, relying on Taobao this Robin River Lake growth of the new strength, and camel camel, seven wolves and Li Ning These traditional enterprises to enter the electric business will face a fierce competition.





Amoy Brand: Breakthrough bottlenecks only tomorrow





split Silk and the City of Angels is two qualified to compare the old Amoy brand, the annual sales have exceeded billion. According to statistics, 2012 Angel City Annual sales of about 300 million yuan, split silk annual sales of 600 million yuan. Only from the performance point of view, the split silk and the City of Angels performance is still very good, but Amoy brand encountered the development bottleneck is also very prominent.





1, Brand Premium: This can be said to Amoy brand of the mishap! Although the annual sales of the city of split silk and angels are as high as hundreds of millions of, this outstanding performance is achieved by turns of the discount promotion method. What's more, in the consumer form Taobao is a low-cost online shopping platform of the subconscious, the brand premium is difficult to form.





from a marketing point of view, there is no brand premium, it can not be called a successful brand. In the future, the crack silk, the City of Angels and other Amoy brands in the company has a fixed customer base, it is bound to consider how to enhance the brand premium, after all, only by selling sales is difficult to create a considerable profit.





now, crack silk, the City of Angels, Han Mishe, such as Amoy brand has been aware of the importance of brand premium, but suffer from a lack of viable strategies. In the author's opinion, Amoy brand to achieve brand premium, must go offline, like the traditional brand to shape the brand. How to take the outstanding influence of Amoy brand online, migrate to the line, and form a mass consumption brand, still have a long way to go, because a brand of molding need at least 5 years time.





2, the size of the bottleneck: Crack silk is Amoy brand a larger one, annual sales of 600 million, compared with the traditional brand manufacturers a large gap. It is reported that seven Wolves 2012 sales of 3.47 billion yuan, Li Ning 2012 sales of 6.739 billion yuan, Amoy brand scale bottleneck is obvious.





in order to break the scale bottleneck, a lot of Amoy brand began to flee, in Jingdong, Xun platform open shop, crack silk even in Beijing opened a physical store. Korean clothing homes to launch a number of child brands to break through the scale bottlenecks. Taking into account the size of the net purchase of domestic retail industry as a whole the number of single digits, to the bottom of the line is the most reliable brand Amoy method. and offline, Amoy brands are not familiar with the field, just as traditional brands are not familiar with the field of electrical business.





in sales achieved a qualitative leap, brand premium and scale bottlenecks are Amoy brands have to think about the problem. From the crack silk, Han clothing house and the City of Angels these several Amoy brand action to see, expanding line will be Amoy brand next important strategy. In terms of market conditions, Amoy brands want to penetrate the line, must be in product quality, channel and marketing effort. Who can first break through the bottleneck, can only see each Amoy brand their own fortune.





traditional Brand Electric quotient: The difference has the future





and Amoy brands compared to the traditional brand electric business is rich and deep. In the field of apparel, Li Ning, Camel camel and seven wolves are not bad money son of the Lord, the various families have launched their own electric business strategy.





in fact, a lot of clothing brands are bullish on the electricity quotient, but the lack of innate electric quotient gene status, leading to many traditional brands of the road twists and turns difficult. Li Ning Electronic Business time earlier, but now get a piece of wolf nationality. And camel into E-commerce, all the way to become more representative of the domestic traditional brand of electricity. Compared with other traditional brands, the success of camels is largely due to a clear differentiation strategy.





the so-called differentiation, refers to the traditional brand in the commodity category, commodity brands and commodity services to achieve differentiation, rather than the traditional retail channels to copy to the platform of the electronic business.





1, commodity diversity: Many of the traditional brand to enter the electric business, the type of goods and traditional retail channels exactly the same, which led to a lot of people in the physical store to see the goods, and then go to the price of cheap electricity channels to purchase a single. Obviously, there is no difference in the types of goods, the traditional retail channels and electric business channels to play games with each other. The failure of Li-Ning Electric business strategy is due to the fact that there is no difference between the electric business channel and the traditional retail channel.





However, many traditional brands have realized the importance of different kinds of commodity. Camel camels are specifically targeted at the electricity channel launched the corresponding products. It is reported that the camel camel for the network of younger people to buy the characteristics of young fashion products in the electric channel sales, to avoid the repetition rate of commodity types.





2, the difference of commodity services: the rapid expansion of the size of the electrical business, the problems caused by more and more services. The exchange and maintenance of goods has become a very acute service problem. Although many of the traditional brands of electric dealers online under the after-sale system, but a lot of offline after the sale of electric power channels for the sale of goods to provide after-sales service. The author suggests that after the sale of the traditional brand electric dealer, it can be built on the after-sale system of the existing channel, and launch the special electric trader after sale channel, in order to promote the image of the traditional brand electric dealer.





Camel camel At this point is better than other traditional brands, 24-hour Call center system settings, member marketing customization services, for the promotion of customer experience has a great role.





traditional brand electric business for many years of accumulation, itself has a mature sales system. For this reason, traditional brand must avoid the phenomenon of electric quotient channel and the traditional channel game, in the commodity category, the commodity brand takes the difference development the practice, can let the traditional brand's electric quotient strategy go farther.





for Amoy brand, brand building and scale expansion need a long process, the need for strong financial support; otherwise, sooner or later face as the City of Angels is split silk integration, small worm Yonago was camel camel heavily acquired a scene. To the traditional brand electric quotient, strengthens the electric quotient gene is also a very long process, solves the line the channel difference influence, can have the broader future.




















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