Angel City sales drop sharply, breaking silk

March 28 News, the industry revealed that the city, split Silk acquisition Angel City, the angel of town sales decline, 2013 year-on-year sales fell by nearly 40%, resulting in the acquisition of the square crack silk appears to be struggling, vitality big injury.

The data cube shows that the City of Angels in 2013 on Taobao and the cat platform on the total sales of about 151 million.

And according to billion power network, 2012 Angel City in the sky Cat platform deal about 60 million. Since the C shop did not add to the brand of Angel City in Taobao merchandise shelves, the Angel City C store 2012 sales cannot be viewed through the relevant tools. Before the split silk purchase Angel City, the media disclosed its C store sales of 170 million. In this calculation, the 2012 cat flagship store and Taobao C store sales total of 230 million, than 2013 higher than 80 million.

Cat and Taobao only two big platforms

"Split Silk purchase Angel City, do the most absurd strategy is to the Angel City C shop A large number of original customers into the cat shop and crack silk, only in the home decoration ' painted ', all jump is into the cat." This is not an operational brand of reasonable thinking. "Insiders believe that, in the absence of sufficient resources to support the situation, the City of Angels brand value has been used to crack silk, a good development of the three Crowns of women lose their original vitality and color, almost shut down."

Too eager to let the city of Angels from the Big C into the cat deal, it revealed crack silk want to be counted into the company's performance sprint listing ambitions.

On the other hand, split silk in the acquisition of the City of Angels, the latter hold tens above the inventory, so that it bungled fighter jets. Since the second half of 2013, Angel City has become powerless in new product development until the beginning of 2014, still selling stocks for nearly three or four years.

In fact, the rift in the early 2013 acquisition of the City of Angels, there has been controversy. As an acquired brand, the City of Angels has a certain gap between the gene and the silk. According to industry sources, from the business philosophy, team formation to design and production, the City of Angels have undergone great changes. "The City of Angels without Little A (the founder of the City of Angels) has lost its soul," a user said. ”

Split Silk spent 80 million to buy online women's brand Angel City, Tanjia and small a two founder although holding a 20% of the founding shares, but gradually fade out of management, the entire team was forced to migrate to Beijing and split silk team fusion. In the process, there was also an outbreak of staff banner protests and other events.

To these problems, the founder of Tong, who has been in the beginning of the expression of disapproval. In addition to the proper handling of Angel city employees, but also with Tanjia active communication.

But its open-minded attitude can not cover up the embarrassing situation of the silk cracks. Once the cat's first big women's brand, because the city of Angels down the road, the vitality of a big injury.

According to billion power network to understand, in addition to the City of Angels, split Silk also has a choke mouth small pepper, where, not pool, lotus-like brand. In addition, there are rumors that the split silk will soon be acquired online menswear brand NOP.

Data Rubik's Cube show, choke mouth small chili Pepper 2013 annual Sales of about 85,000 yuan, turnover, turnover, brand conversion rate, customer unit price and so on all the month-on-month decline. 2013 sales were about 46 million, turnover, turnover, brand conversion rate and other data are not significantly increased.

Choke small Chili Pepper 2013 Sales (day cat + Taobao)

2013 Sales (day cat + Taobao)

The men's clothing brand is about 30 million, and the daily average is only about a single amount. Crack Silk main brand sales situation also not optimistic, crack silk itself in 2013 sales reached 580 million, compared to 2012 500 million, the growth is extremely slow.

Non-pool 2013 sales (Day cat + Taobao)

Tear Silk 2013 Sales (cat + Taobao)

Crack Silk founder Tong Earlier in the interview revealed that 2013 crack Silk has been doing a new brand of internal integration work, the group from the organizational structure, warehouses, channels have made a great adjustment. Now different brands are different designers in charge of product development and design, supply chain is divided. The operators of the new brands are drawn from the original team of the split silk and are also responsible for large co-ordination.

"There are too many brands in the Silk division, the pace is too big." "In the peer view, the split silk is now being tired by capital force, through the way of mergers and acquisitions to expand the scale rapidly, but broke the original pace of development." From the operation of the sub-brand of silk-cracking, the internal integration of the new brand is not successful.

The fetters of the rift not only come from the internal development bottleneck, but also the external competition is more intense. Yin, Han Mishe, such as the development of Amoy brands also choose Multi-Brand strategy to occupy the market, expand the share, through the sub-brand in the market segments, segmentation women's market. In addition, the concept of a similar new brand on the line, offline traditional clothing brands online influence is also rising. 2013-year double 11, crack silk sales ranking first fell out of the top three, the women's industry ranked fourth.

Split Silk, the first noisy to be listed Amoy brand, is with women's first echelon gradually drift away.

However, the Angel City brand Lady Angel in 2012 sales of 57 million, into the 2013, then into a rapid development of the track, and often bundled with the city of the angel of the silk bundle of cost, soaring speed even beyond the head of the City of Angels.

In addition, the crack silk and the City of Angels although the cat, but in the only goods, Jingdong sales but a big relief. At the same time, in order to save the initial decline of the merger period, split Silk from December 2013 onwards, pay attention to the City of Angels, now almost every month can split silk two times in the same time.

"From the last two months of the City of Angels spring summer sales, its inventory effect is more assured." But to really recover, the first half of this year is difficult to build. Focus on the second half of 2014, especially after October, split silk and the City of Angels How to further breakthrough, if not, the City of Angels old customer base will be depleted this year. Insiders admit.