The founder of Fang Jianhua does not think he is doing Amoy brand

The founder of Fang Jianhua does not think that they do is "Amoy brand", in his view, the Mann is an Internet brand, adhering to the Internet thinking to do clothing, and has its natural advantages. This, also obtained the Han clothing house founder Chong and the founder of Tong Silk identity.

And on the other end, the media sings down the brand's voice constantly, this statement reached a climax in 2014, the reason is obvious: the beginning of the year, the cat will finalize the "fashion" of the keynote, pay more attention to the introduction of the traditional brand under the line, Alibaba listed in the first year of "Double 11", "internationalization" has become the hottest term.

In the past, Amoy brand through the "heavy marketing light products" model has been a period of glory. However, marketing tools are easy to follow, in the days of high frequency exposure, the new fast fashion brands are being visible to the naked eye to swallow the original brand of the market share.

Also because of this, Amoy brands are riveting to spread their own sub-brand clusters, trying to keep the dominant position. In the electric business industry competition, Amoy brand's honeymoon period has gone, they next to face, is knives the next battlefield.

Traffic contention

In December 2014, the flow of silk in the whole net than the same period last year down 50%, of which the cat shop is the most serious, only the store on the goods will not be optimistic. "The Tang Gale to" the World Network business manager "reporter frankly. In 2015, according to her estimates, each individual brand will face a drop in traffic as traffic is sliced. To this end, the split silk has been done to lower the expected sales and control inventory of two hands prepared. Return to the product and experience itself is the long-term kingly.

This is not only the problem of silk, Chong Han are also facing the main platform shop growth slowed down frustration. Platform dividend decline, gradually from the incremental market to the stock market, in the face of such a trend, Han will continue to consolidate the existing sub-brand, and then develop new brand, in product development, supply chain construction, brand building and other aspects to complement the short plate, and the traditional line under the well-known brand competition.

By contrast, Fang Jianhua's judgment is more optimistic, and he sees the introduction of the cat as an opportunity to attract new consumers and, in the long run, benefits the platform. In the days of the cat, there is no lack of tepid traditional women's brand, the earlier layout online market, access to a lot of resources to support, but the overall sales still no improvement. "Offline and online brands are fundamentally different, and these differences are reflected in the company's product development, focus and organizational structure." It is a good brand that attracts consumers. "Fang Jianhua said.

Fang Jianhua is not optimistic about the introduction of a large number of days cats traditional brand practices, "if the cat to make the traditional sense of the department store, this is no future." "In his observation, it must not be a luxury to sell well on a cat, but like Uniqlo, a cheap brand," millet, three squirrels and Lin's wood industry are internet brands, in their respective categories in the sales lead, although the cat attention to international big-name and traditional brands, they also failed in the ' double 11 ' rankings. "Even so, in order to compete for the increasingly scarce flow resources, Amoy brands have resorted to all the tricks."

The son brand itself is Amoy brand attracts the flow of the magic weapon, by covering more categories, they gain more exposure opportunities. 2015, the Korean clothing house plans to expand the number of sub-brand to 30, expand luggage, shoes and home textiles and other categories, the Mann will be introduced including down jacket, yoga clothing, including a number of sub brands, the total quantity reached 8. There are similar plans for splitting silk, as to which category has not yet been announced.

In the creation of the brand, the most common approach is to settle on a number of platforms, Fang Jianhua told reporters, the man has long been in the Amoy department outside the shop, and even has been settled in such a platform, "only need to maintain a unified price on it." Amoy as a representative of the brand, the group's brand of Amoy's platform for the market share ratio from 100% to 60%, the ratio of split silk is basically the same. "I hope that in the future will not be Amoy outside the distinction, but should be subdivided into a lot of channels, each channel to rank." Now split Silk has opened 43 stores on various platforms, and we will continue to try new platforms. "Tong said.

Another possible source of traffic is the wireless side. The 2014 "Double 11", the man in the wireless side of the top three sales. Fang Jianhua has always attached great importance to the construction of wireless terminals, including the former gangs, after the micro-Amoy and the current micro-letter, he said that this is a very good way to communicate with customers, positioning to provide customers with more value-added services rather than simply sell goods.

In Fang Jianhua view, Amoy brand is not to compete with each other in the internal flow, but should be consistent external, forming alliances, common and traditional brand competition. If any of the three brands fall, the rest of the two will not be better. To this end, the Mann once in 2012, "Double 11" for the Korean clothing homes imported 30 ~ 400,000 flow, and help the latter to stabilize the top three of the women's rankings.

The idea coincides with Chong, who plans to collaborate at the capital and business level with other Internet brands in 2015, and then cut to the "positive and" phase as soon as possible after the "extraordinary wins" phase.

Brand Limits

Compared with the Fang Jianhua of confidence, the Tang Gale has seen the competition in the electricity market, "Nokia's brand will decline, Amoy brand will decline, Apple will decline, the brand itself has its life cycle." "She does not care about crack silk can get the position, in her opinion, crack Silk's advantage lies in targeting niche market, the future brand market, more is the subdivision brand, the multiplex culture common existence." "It's not a Mount Everest that's eclipsed by the world, it's a Highland." Tong said, "After the meal, I think the future of the brand or business, should be reached an aesthetic level." ”

As a designer brand, crack silk is not necessarily like other brands to expand the territory, even if it is a brand, soup gale from

Did not consider big code women's clothing, because this does not conform to her understanding of the dress. The more extreme example is that the children's clothing series is only female children's wear, has not yet begun the plan for boys children's clothes.

In a way, it also means that the Amoy brand like crack silk is difficult to jump out of the frame if not counted on the City of Angels and Lady Angel These two mergers and acquisitions of the brand, split Silk's new brand is almost all of the same small consumer group, children's clothing is also from the crack silk selling money transformed from, Such a structure cannot bring too many new customers to it. "Split Silk is a niche brand, never thought to become a mass brand, just like we never think the jungle is the value of the broken silk, like love can not be expressed in numbers." The Gale said seriously.

In fact, Korean clothing homes also have the same problem, although its corporate vision is "to become a global influence of the fashion brand incubator platform" for the platform for small and beautiful niche Internet brands to support. However, in addition to the introduction of the 2012 AMH and Grain WISP, Korea's clothing house has not yet appeared in the market segment influential brands, when people mention Han clothes, "Han Feng" is still its most directly related keywords. Compared with the famous international fast fashion group, Han's clothes house obviously still has a long way to go.

For brand-building, Fang Jianhua has a completely different view, he did not dabble in menswear, do not want to do children's wear, in turn, with a British designer brand contact, intends to introduce it into the country, and began to identify the traditional brand as a partner. This is a very bold attempt compared with other Amoy brands. 2014, the days of the cat for the company, including the number of Amoy brands to provide a fashion solution for its films. However, Fang Jianhua does not like this will Amoy brand "big-name" approach.

In his view, the platform does not understand the characteristics of the brand, the film, although by professional people fencing, but did not convey the charm of the brand. At least in the short term, the Mann will also adhere to the "cotton and hemp slow life" brand concept, will not force themselves into international big-name.

2011, the Mann opened more than 10 physical stores, but in two years after all clear zero, but Fang Jianhua did not give up the idea of the shop under the line experience. Perhaps, in the next two years, the Mann will reopen in the first-tier city shop, the current search for the offline brand cooperation is also prepared for this layout. Fang Jianhua that the O2O concept of the media is now a pseudo proposition, the real value is OAO, that is, online and offline, online and offline linkage, to create a new business model.

Supply Trap

Whether it is cracked silk, yin or Han, now all began to pay more attention to the product itself rather than marketing, "to give consumers cost-effective products" is the three founders in unison. However, it is easy to say, difficult in the implementation of the supply chain is still Amoy brand people's most headache problem.

Amoy brand frequently on the new need to be able to quickly respond to the supply chain support, the consequences may be difficult to control quality. To this end, three Amoy brands have spent all their money to establish their own fabric testing laboratories for the development of new fabrics, washing resistance, color fastness experiments, and to ensure the safety and quality of fabrics and clothing.

However, when these Amoy brand began to do high terminal brand, the supply chain of the short board appears. To "live in the left" for example, even relying on the United States Group from 1998 on the accumulation of supply chain experience, some of its models still need two weeks to one months to ship, greatly increasing the time cost of consumers. This can be explained as a common problem of advanced customization, but let Amoy brand early accumulation of rapid supply chain advantage disappeared.

The end of the supply chain is inventory, in order to deal with the serious situation that may come, crack silk will further control inventory, sold out rate from 2013 to 87% to 2014 95%, this is in the Tang Gale seems to be the inevitable result of traffic breakdown, Amoy brand must do very healthy, may not be inventory down. However, the City of Angels and Lady Angel of the silk division have spent 2014 years digesting all the old stock and will travel light in 2015.