Currently ranked in the first camp of the new three Brand Han clothing house, the Mann, crack silk all from women's

That year "Amoy brand" three major representatives of the wheat bag, green box, grass sets occupy the three categories of bags, children's wear, cosmetics, but currently ranked in the first camp of the new three brand Han are clothes, the Mann, crack silk all from the ladies, ranked in the second camp, sales in the 500 million yuan, many brands such as Akkadian also from women.

The reason for this difference is that the long tail effect of each kind of purpose brings the personalized space of the brand in this industry. Brand transactions of the long tail effect more obvious, the industry's personalized space will be larger, conversely the smaller. Like home appliances, 3C and other categories, its personalized space is very small-for example, white electricity is a big brand of the world, "Amoy brand" only in some segments of the market opportunities, such as the puppy specializing in vacuum cleaners, small bear electrical appliances from the yogurt machine into, skg main juicer, Bellede to do hanging ironing machine. And as a typical women's clothing brand is very low concentration, which also for a large number of "small and beautiful" brand provides a living space. Statistics show that the women's brand 100th, 200 and 300 annual turnover of 50 million yuan, 30 million yuan, 15 million yuan, the difference is not big.

Spokane men, the growth of the fast-growing emperor card, the number 0th men have encountered development bottlenecks, sales in the past billion has not been able to climb to 200 million yuan. Throughout the network, the current from the Internet, the men's brand also does not have a sales of more than 200 million yuan. Mainly because men's clothing is a non-standard industry, but it shows the characteristics of standardization, only a simple business attire, business leisure, public leisure three categories, and women can be divided into the breakdown of the field is countless.

Therefore, in the apparel industry, especially women's industry, the traditional brand performance is relatively weak, network brands have the opportunity to rise, showing a very strong impact. The men's clothing industry, whether offline or online, behaves like a standard product industry, "small but beautiful" can not eat.

Whether men or women, research for many years, "Amoy brand" an expert believes that the fundamental difference between success or failure is whether they use the network to build a successful supply chain relationship, women's brand successful use of the Internet to reconstruct the company's supply chain system, build operations team, and the men's brand most did not seize this opportunity, Still according to traditional enterprise mode in the organization supply chain. This is also related to corporate genes, women's brands to win the style, its founders from the designer or the Internet, and the founder of the men's brand more from the traditional foreign trade processing enterprises.

On the other hand, he thinks, "brand more must insist on the adjustment sex", "Amoy brand" to be bigger also insist on the tone and unified style, like the Korean clothing house Main South Korean wind, crack silk to the national wind mainly, the man is elegant cotton hemp style, the tone is very clear, but men's clothing did not adhere to their own tone, the brand character is not clear, This is one of the causes of failure.