Own brand folding wing Lok Amoy five years forced three times transformation

Tencent Science and Technology Wang, October 28 reported the domestic vertical class of consumer electricity business is still in the winter continues. In the October, the long silent footwear Shang A series of negative rumors back into the industry's view. First Amoy official website is unable to visit normally, outside rumor it is facing collapse crisis. Since then, the food online supermarket tuo Tuo Amoy, General manager du recently revealed in Weibo, the original business will stop operation, new development direction has been determined, the product is also the basic research and development end, and may have new funds to enter. According to Tencent Science and technology from all sides to understand, Lok Amoy New development Direction is "custom platform." It also means that Amoy's own-brand path has been unsustainable. This is the fourth time since the establishment of Amoy in 2008. Lok Tao was founded in May 2008, initially positioned to sell toys. A year later in September 2009, Amoy from selling toys to selling shoes. At the end of 2011, le Amoy CEO Bi Sheng thrown "vertical purchase and sale of E-commerce is a scam" theory, so 2012 began to transform the footwear brand, the year launched five private brands. However, Amoy's own brand transformation has not been smooth. According to people close to Lok Tao, Amoy own brand sales are not good, resulting in a large amount of inventory, since last winter has been cleaning up the inventory, and did not introduce new products. Amoy has abandoned its own-brand direction since the end of last year, a Lok Tao employee said. This year, the Amoy in Hangzhou docking Alibaba's department has been dissolved. Transformation customization platform According to Amoy former employees, after the Spring Festival, Lok Tao began to focus on the development of customized platform system. In this custom platform, Amoy will provide some shoes style, the user can choose the upper, outsole, lining, tongue and other parts of the color, materials, etc., can also add their own signature and other personalized elements. This platform is similar to the Nike ID. The news was validated in a speech by Vice President Amoy Liu Zheshong. According to media reports, this August, in the Guangdong Garment Industry Transformation and upgrading Conference, Amoy vice President Liu Zheshong said Amoy is launching a customized platform, using the world's original online high-speed 3D rendering engine, to provide customers with unique personalized products. The feature of this custom platform, he explains, is that the product can be 3D rendered by the guest, "You can do what you want to do, you can change the combination of the way, you can print children's photos, you can print a signature, texture, while providing personalized packaging, you want to get in the merchandise to put some roses, is also possible. This product is a unique custom, there is added value, buy a clothes 100 yuan, but printed on my son's pattern, more than 100 yuan, this 100 yuan to the manufacturer. ”?“ The Internet aggregates people with the same needs offline, forming a huge solicitation, which is then produced by the enterprise and then transferred to the consumer. With this kind of c2b, enterprises can play the role of reducing expenditure, can achieve production, reduce inventory, while reducing the sales of the link, because it is based on your needs, the middle omitted a lot of circulation costs, including advertising costs, logistics costsCost of use, sales and rental. Liu Zheshong said at the meeting. Liu Zheshong that E-commerce provides a solution for C2B, E-commerce is not affected by the region and area, the flow of people, demand aggregation together. "Such as the Lok Tao custom platform to support furniture, sports shoes, bags, clothing, etc., for garment enterprises, do not want to do retail and electrical business, as long as the production can be done." Liu Zheshong said at the meeting. As can be seen from Liu Zheshong's speech, this customized platform or not only for footwear, may cover furniture, sports shoes, bags, clothing and other fields. Amoy's blueprint does appeal, but when will this custom platform be launched to restore its current decline? Tencent technology to call Liu Zheshong was replied: "That is the direction of the future, there is no (can be disclosed), and some words are announced." "Five-year three-degree transition has failed to set up only five years of Amoy has repeatedly implemented strategic transformation." May 2008, Lok Amoy set up the initial positioning to sell toys. However, a year later, Lok Tao began to transform the sale of shoes. Bi Sheng said in a media interview that the reason for the transition is because China does not have the culture to buy toys. "At ordinary times, Chinese parents buy their children not toys, usually clothes, food or newspaper classes, and do not want to spend money to buy toys, in China does not have this culture." leading to the development of Lok Tao after a period of time, there is a huge bottleneck no longer grow. "This transformation was a success in the early stages. The popularity and influence of Amoy is also in the era of its positioning shoe vertical electric business. At that time, Amoy in Beijing wangfujing Business Circle in the bustling area, rented the Macau Center two floors Office building, the number of more than 400 people, the company presents a good weather. The data show that after the establishment of Lok Tao has completed four rounds of financing: in April 2008, Lok Tao was established when the first round of the fund to invest millions of of dollars. May 2010, complete the second round of tens of millions of dollars of financing. January 2011, completed the third round of 200 million yuan financing. At the end of 2011, the fourth round of tens of millions of dollars of financing was completed. Can be seen, Lok Amoy have a tricycle financing are in the transition shoe electric business platform period completed. However, under the brilliant surface of the Lok Tao, is the continued loss of state. In his speech at the end of 2011, Bi Sheng published the "Vertical purchase and sale of E-commerce scam" view. He sums up a ledger in public: current vertical purchase and sale class Consumer electric Company cost = Logistics (10%) + warehousing (10%) + Reverse Logistics (3%) + customer service (1%) + technology (4%) + Management staff (10%) + marketing (10%) + collection Fees (2%) + packaging (1%), The cost is about 50%. At that time, under the background of the constant price war, the gross margin of the vertical purchase and sale Group was only 10%, while the net profit was 40%. As a result, le Tao shoes electric business platform positioning is not sustainable, 2012 began to transform its own brand, the introduction of the Chance Chance (precisely), Lavis Lavie (Levi), imosii (Mo-Greek), Manwill (Maiwei),c+ (Gamma) five own brands. According to Amoy when Vice President Chen at the time of the estimate, if Le Tao do monthly sales 50 million yuan, that can play flat, "maybe not 50 million". But the real situation is obviously not so optimistic, it is not easy to do their own brand. "Do own brand shoes, if there is no supply chain advantage and goods advantage, simple Internet enterprise transformation to do, the difficulty is still very big." Hundred Li did 20 years shoes, to the user's understanding, channel, production, the whole supply chain do a good job, and then make a new own brand is very prudent. Earlier, a senior electric trader said to Tencent Technology. There are three difficulties in making own brand, one is to forecast the trend of fashion, the other is to forecast sales, and the third is the reaction speed of supply chain. Have shoes own brand industry personage thinks, three link is indispensable, any one link does not good, the other two links do again good also useless. The results show that the road to the transformation of its own brand is unusually bad. Lok Tao after the transformation of a number of senior executives, including Vice President Chen, vice president of Operations Li Zhenguang, and other two generals have left. Amoy own brand sales are also not ideal, resulting in a large number of inventory. According to Lok Amoy staff, since last winter, Amoy has no new shoes. From the Lok Tao official website Look, more is discount promotions, clearance information. In addition, according to people familiar with the matter, Amoy in Hangzhou docking Day Cat team has been dissolved. Currently, Amoy's official flagship store in the days of the cat has been unable to open. Another source said that the current Lok Tao official website has been entrusted to the operation of the company responsible for the future team will focus on the customization platform. In the collective cold of the vertical electric quotient, Amoy is not an isolated case. Transformation means self-help, and it means trial and error. But how much time will the capital and market give to Le?