Amoy brand Production "Son" constantly, facing the key years of transition

Taobao market has been scattered because of their own design and selling the "Amoy brand", but now come to the crossroads of survival. With more and more traditional brands and even international big-name into the cat, a large number of heavy marketing, light products Amoy brand began to be integrated, and even the idea that Amoy brand will disappear after 5-10 years. Shang, Amoy Brand is brewing a new campaign. The campaign to launch the sub-brand cluster as an opportunity to face the line under the big cards. Insiders believe that this year will become the key to the Network brand transformation of one year, in addition to the formation of brand clusters, more innovation will appear in the network brand.

Production "Son" constantly

Single brand has been unable to meet the Amoy brand for a large market groups of the thirst, the Mann, split Silk, Han Mishe, such as several major Amoy brands have targeted the cluster, hatching more derived species. March 3, the Mann launched a high-end women's brand "living in the left", some women's prices in 600-1000 yuan. Split Silk also in February this year launched the main silk brand "Lotus can", the price range between 1000-2000 yuan. Han clothing homes in 2012 prepared the son of the brand "grain wisp", into the high-end market.

This is quite different from the traditional "birth son" style. Traditional brand of sub-brand is generally "vice card", positioning is lower than the main brand, and Amoy brands have to push the child brand to high places. Fang Jianhua, founder and CEO of Guangzhou Garments Co., Ltd., said that the traditional high-end women's channel costs are high, usually 6-8 times higher, online, this pricing will eventually transfer to consumers, this play is contrary to the Internet market refused to profiteering. For the internet market, the real value of high-end women's clothing is still consumers need to let "high-quality products return to consumers." Zhang Yingxuan, vice president of public affairs, also said that the introduction of high-end brand "living in the left" is around the Cotton hemp Life Circle of the multi-brand strategy to make a layout decision. Although the Sub brand Price is higher than the main line brand, but the company will not give the team layout performance requirements, more is want to make it "not to copy" the classic brand.

In the crack silk view, the positioning of the high-end Lotus can is a meaningful exploration and try to make up 1000-2000 yuan price range does not have a strong design style of the product vacancy. Split silk will be Lotus could be construed as "the world is their own, calmly and into the heart is the scenery", quite literary fan son. In the crack of silk, high prices and literary and artistic fashion does not mean that the child brand can not become a lucrative business. Crack silk related responsible person thinks, style and profit must both have, the newly launched sub-brand to independent accounting, can in 2-3 months to feed themselves, and in the case of not promotion to obtain customer recognition.