The network brand faces the huge challenge differentiation, the Han clothing house completes the merger to manifest the difference

February 12 News, ladies and women's Internet brands are in the recent completion of the elderly women Amoy brand "Anymo ai mo" Mergers and acquisitions.

Under the background of the traditional brand hype, the network brand faces great challenge and differentiation, and the Korean clothes House is very special in the direction and way of the category expansion.

Amy's Cat flagship store

Ai Mo is a middle-aged and elderly women's market for the Internet brand, and Han are the same place in Jinan. In 2013, Ai's sales were over 30 million, with nearly 60 employees. A women's brand trader to the billion power network introduced that AI Mo has a certain original ability, "independent design a lot of styles, with independent production capacity, is now on the line of middle-aged and elderly women's brand in the original strength of a very strong brand." ”

Ai Mo is the same as South Korea are the local development of the electric dealer, in June 2007, it opened Taobao shop, the current shop level of five crown; in 2011, Amy opened the cat flagship store. Similar to many of the early Amoy brands, Ai Mo's founding team is also husband and wife: Ye Fang is responsible for product development, husband Li is responsible for brand marketing. Early start, Ai MO Annual sales have entered Taobao middle-aged and elderly women's top three. But in Taobao middle-aged and elderly women's industry into a rapid growth and fierce competition, the level of the supply chain and the financing ability began to significantly limit its advantages in the product side.

Ai Mo is not the first brand of Han's clothing house acquisition. May 2012, Han clothing homes bought women's clothing brand grain wisp. After the reorganization, the 2013 plume sales of up to 70 million, staff reached 200 people. 2014, the sales of grain wisp is expected to exceed 200 million. This model caught the attention of the Li couple, Ye Li believes that if the AI mo middle-aged and elderly women's products and brand operating experience, combined with Korea in the supply chain and financial advantages, as well as "based on the group system of single product whole operation system", it is likely to become the second "grain wisp."

"The two sides are basically hit. "Han people inside the house revealed that the 2014 Spring Festival, Ai Mo has reached a merger agreement." After the Spring Festival in 2014, the team will move to the Korean clothing House Group Office work, its customer service department, warehousing department are all integrated into the Han clothing system, the team only retained the product Department and marketing department.

Han all clothing House This purchase action is a supplement to its own category expansion. August 2013, Korean clothing House CEO Chong announced the trial operation of middle-aged and elderly women's clothing brand "Hmadam Han Rhyme", but did not make a big promotion. The acquisition of Ai Mo, can be regarded as a reinforcement of this category.

Han Clothing house CEO Chong to billion power network said, very optimistic about the development of middle-aged women's market prospects, "the acquisition of grain wisp of experience, but also for the merger of our two sides to provide a reference and confidence."

With the rapid growth of the market size of middle-aged and elderly women on the line, there has been a lot of low price competition and homogeneity in the platform of Taobao and cat, but there are some businesses that are growing rapidly. Thousands-Yi Love, and home edge, Leosley, core sheep, love mom beauty, wheat ripe and other brands become the emerging brand of middle-aged and elderly women's market, the monthly sales have climbed to tens of millions of levels.

Day cat middle-aged and elderly women's category top selling brand ranking

People close to the days of the cat pointed out that the cat 2013 sales of middle-aged and elderly women's market growth of 300% compared with 2012, as the cat main push a category, 2014 years will have a greater increase. "Taobao + day cat's middle-aged women's market, the cat occupies 70% of the share." ”

Han is the famous Korean wind network brand, since 2012 has been the layout of many brands under the brand Strategy, respectively, launched for children's wear, men's, women's shoes, bags and other brands of different purposes. The supplement of middle-aged and old clothing, on the one hand to improve the industrial chain of the entire category layout; On the other hand, in the market segments, Korean clothing homes continue to strengthen the original designer brand supplement, expand the new brand.

Chong said that in 2020 to complete the apparel category based on at least 20 sub-brand layout, to achieve more than 10 billion sales scale.