Electronic Business field is "Matthew Effect" Amoy the first transformation of footwear brand business

After six months of dormancy, previously positioned in the channel of footwear consumer Electric Shang began to become a brand trader. The company launched 5 footwear independent brands, including Chance Chance (CHA), Lavis Lavie (Levi), imosii (MO), Manwill (Maiwei), c+ (gamma).

According to Amoy Vice President Chen introduced, which, precisely by the actress Xu Jing endorsement, positioning the crowd is white-collar women in the workplace, Levi by the female star Yang Power endorsement, targeted at the urban young women; Maiwei are men's shoes, c+ are canvas shoes.

"We tried 5 brands, hoping to increase the product, expand the category, and allow users to produce duplicate purchases." Chen told reporters, and traditional brand business practices consistent, women's shoes each brand is positioned to segment the user.

June 2011, Amoy won the "Angry Birds" brand authorization, and in the industry to launch a new "bird Shoes", of which the price of slippers 69 yuan, low help canvas shoes 149 yuan High canvas shoes 159 yuan. When the bird was online, it sold more than 1000 pairs a week.

"The profits of these proprietary brands are higher than those of international sports shoes such as Nike and Adi. Chen Frankly, bird shoes let Amoy eyes bright, and began to further try. Later, the bird shoes, Fruit ninja shoes, too drums of the company's own brand sales accounted for the overall shoe sales of about 10%.

This lays the foundation of the brand business of the music Amoy transformation. According to Amoy introduced, Amoy has been with "Spider-Man", "Plants vs Zombies" and other films, games, such as cooperation, the introduction of the corresponding canvas shoes. "In the Search for brand licensing, we will be with these manufacturers to sign a shorter cooperation authority, the general contract is 1 to 3 years." Chen told reporters, mobile internet games change faster, users of each game's brand will be changed. "Our approach is also to speed up the pace, with constantly updated brand sneakers, to pave the volume." ”

"The transformation makes the brand merchant, goes to the upstream of the industrial chain, this is Amoy third venture." "Chen admits," the road is difficult to walk, also have to go, otherwise there will be no way out. "According to its introduction, the 2008 founder of the online sales of toys for the main business Amoy is the first venture." 2009 transformation to do the footwear business, to do the supply chain model is the second venture.

Amoy has opened a flagship store in the Sky Cat and has recruited relevant people in Hangzhou. In order to quickly in the Taobao platform into the state, Amoy also invited an experienced Taobao operators to operate. For Tencent's electric-business platform, Chen said, at present, Amoy is pushing 5 private brands into the Tencent Electric business platform. And in the Billion Power network editor-in-chief Jia Pengrei view, le Amoy transformation to do the Internet brand is now difficult, Taobao has a lot of Amoy brand Taobao rules are very familiar with, Amoy also need to undergo a period of time to learn.

According to Lok Tao official revealed that nearly 30 days, Lok Tao 5 private brands in its official website and the cat flagship store, such as the entire network of the platform's sales reached 5 million yuan. "This is small, but a good starting point, take the route of the brand to bring good enough gross margin." "Chen admits, before, the channel class business turnover is tens of millions of yuan, but the gross margin is too thin, calculate the logistics cost, personnel wages, market costs, only a large loss."

"In the reflection of the offline business shape changes and online e-commerce reality, these years can go to the path of profitability, we believe that brand is the best path." "Chen that in the future, China's offline commercial real estate form will be moved to the online, coupled with the internet's" Matthew Effect ", finally, only large channel operators can survive, some logistics in the absence of" personalized "requirements of the subdivision of the industry channels may be difficult to survive.