Does Amoy brand have no chance?

Recently, NOP founder Liu Yan (generation ID: @veryls) said in a recent media interview: "The top ten men's clothing brand is a traditional enterprise, Amoy brand is not only squeezed out of the top ten positions, but also the situation of growth stagnation or even decline." This was unthinkable 3 or 4 years ago, when Amoy brand completely occupied the top 10 men. "In Liu Yan view, at present this stage, under the impact of traditional brands, Amoy brand has entered the shuffle period, a lot of Amoy brand in the sky on Taobao cat platform has no longer." This can be seen from the top list of the cat costume. In the clothing Amoy brand, the menswear sales TOP10 already completely is the traditional brand world, but the women wear because is more fastidious the style rather than the brand, also can in the sales top 10 rankings and the traditional brand equal share, each occupies five seats.

It seems that Amoy brands have come to a very difficult position.

For some time, singing the voice of the brand has never interrupted, and even some people think that within 5-10 years, Amoy brand will perish. There are also the future of Amoy brand optimistic voice, for example, some time ago, Amoy brand Clothing house CEO Chong announced next year, the goal of 1.85 billion yuan Sprint, women's CEO Fang Jianhua also published in micro-blog: The whole company 2014 target of 2 billion yuan. "All the senior leaders unanimously decided 2014 the company's annual target sales of 2 billion yuan." We are determined to shake the entire Chinese internet, to make big network retail brand, this battle for Amoy brand dignity. Not just the status of the river, but our future. ”

Regardless of the attitude of all parties, objectively most Amoy brand in a period of time, has been in the decline of the state, is an indisputable fact, and seems to have come to the most difficult moment.

The impact of traditional brands

Amoy brand scenery no longer, the brunt of the important reason is from the impact of traditional brands. Since the double 11 since last year, more and more traditional brands began to pay attention to the network market, have poured into the online market, greatly squeezed the market for Amoy brand survival space. In popularity, enterprise size, supply chain, and so on, the vast majority of Amoy brand and mature traditional brand far, and network transactions in order to enhance the concern, sales and conversion rate, the most commonly used method is usually discounted sales, which makes everyone's profit space will be further compressed, can imagine, as long as the style, The difference between customer unit price and promotional effort is not significant, most consumers are more inclined to the traditional brands they are more familiar with. Nowadays, the cost of each big platform is increasing, as a mature traditional brand, rely on its online visibility and customer accumulation, will soon be able to open the situation online, and Amoy brand can only rely on on-line shopping ecology, in this network to buy the ecology, the traditional brand influx, is the line of the brand's flow costs further pull higher, therefore, In the scale, the strength is not equal to the case, Amoy brand and traditional brand game, most Amoy brand also performance is gradually weak.

The day cat policy support is not

and Amoy brand relative to traditional brand, an important advantage is that they are more familiar with the business logic of online trading, Taobao cat platform user properties and preferences. But the problem is, these are not enough to form competition barriers, in other words, these things, traditional brands as long as the intention, can quickly grasp. No doubt, Amoy brand once the scenery, and Taobao policy support is closely related.

Chong has said that the day the cat was founded, the traditional brand does not buy, so at that time to support Amoy brand is also a temporary helplessness, not to mention that, Amoy brand will also because of the platform with a very high degree of coordination between the two sides to benefit. And now the situation has, in turn, the traditional brand involved in the electricity quotient, the cat's strong support, and replaced the majority of outstanding resources, so Amoy brand from the cat's support is gradually shrinking. Therefore, Chong said: "The cat more and more attention to the traditional brand, this is actually an illusion, it should be viewed from another angle, the cat is now considering more who can help the cat to achieve a total win, then who will get more value." According to incomplete statistics, the current active pure Amoy brand has more than 100, and the cat's brand has reached more than 70,000, therefore, Amoy brand in the cat merchant composition of the weight is getting smaller, even has been marginalized.

Operating costs continue to rise

According to industry insiders, 2008 a focus on the whole day as long as spending 5.70,000 yuan, traffic is one day more than 10,000 IP. And now, to achieve this kind of advertising effect, no tens of millions of do not dare to think. It is understood that at present, the through train of the category click Average price has reached 5, drilling exhibition of the average value of more than 1 pieces, and the previous few years of clicks on only 1, 2 cents. The cost of the inflow is only 2 million, and less than 2000 of the traffic is on the single product. To participate in a cost-effective business, in addition to the need to pay tens of thousands of pit fees, but also need to be on the day of the event, the store or drilling show the flow of the introduction of a cost-effective, such a flow cost is extremely high.

Operating costs of the high, making most Amoy brand in and capital strength of the traditional brand to contend with, tired state barb, often difficult for a sense of continuity.

Lack of systematic management

Senior electrical business experts, well-known investors Huang Jo pointed out that Amoy brand has been difficult to develop the geometric level. Enterprise sales from tens of millions of to a few billion, the management of staff from dozens of to two hundred or three hundred people, relying on the efforts of entrepreneurs, but also to go up, but again want to take the steps, it must be a set of systematic management. This systematic management most of the Amoy brand's dead hole, and this is just the mature traditional brand strengths.

The development of E-commerce today, is no longer a product picture hanging up can be sold to the era. Now do brand, is also a huge system engineering, profitability, product quality, brand proposition, supply chain, conversion rate, repeat purchase rate, customer information management, team construction and management, this is a very large and complex systems engineering, it is clear that most Amoy brands in this respect do not have the ability to compete with the traditional brand.

So, Amoy brand has no chance?

In fact, as Chong recently face the network on the Amoy brand some of the query and sing the voice of the empty response to the same-Amoy brand's birth, development, growth, objectively speaking, the historical opportunity is on the one hand, more important is their own efforts. If only from the single indicator of sales, perhaps more than some traditional brands, but if the comprehensive business indicators to do a comprehensive medical examination, health may be far from winning.

The advantage of Amoy brand is that it is the product of the internet age, it is closer to the Internet's user attributes and communication context, although in the scale can not be compared with many traditional brands, but the product to do fine, deep style, user experience to do well or have the opportunity to find their own place in the brand war between the cracks.

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