VC Hot Amoy Brand behind: Who's promotion costs higher

Sheng Chenhonglin Shanghai reported in 2008, Lenovo Investment managing director Erhai invested in a company called Shanghai Commercial Network Technology Co., Ltd. (hereinafter referred to as the commercial faction).　　It turned out that the investment case opened another door to Lenovo's investment.　　Shangpai is currently one of the largest third-party e-commerce software and service providers, but also Taobao partners, Taobao many businesses are business services customers, the Mai Bao is one example. "At that time we began to pay attention to Amoy brand."　　"Erhai said.　　According to public reports, in September 2010, Lenovo invested in the DCM to complete the first round of 30 million U.S. dollars in wheat bags, and 2 months later, Lenovo Investment, DCM and Zhi-shin Capital also carried out a total of two rounds of $15 million for the MAI package. The wheat bag is just the beginning.　　March 26, 2011, Lenovo Investment and do American casual men's Amoy brand Sportica (Spokane) jointly announced that the completion of the latter's first round of financing, the scale of "tens of millions of yuan level."　　According to Erhai revealed that Lenovo investment in the Amoy brand case "There are still some have not announced, a total of three or four may be", in addition to men's, bags, women's brands and so on. Lenovo Investment is only one of the investment agencies that have repeatedly bet on Amoy brands.　　At present, DCM, Zhi-Xin Capital and other institutions have also been a number of Amoy brand investment cases.　　Why the VC industry is hot to Amoy brand?　　This newspaper interviewed Lenovo Investment Erhai and another many times investment Amoy brand but not willing to disclose the name of a foreign VC (hereinafter referred to as foreign VC).　　Electricity business is the general trend of the 21st century: Why is Lenovo so interested in Amoy brand? Erhai: A brand can be molded with many different paths, and some offline brands experience their own course. I think Amoy brand illustrates two things: first, it shows that there are new development opportunities in China's traditional industries, and secondly, that you can reach a group of younger and more fashionable people through E-commerce. Used to be a clothing brand or package brand, or a more difficult thing, a brand to have a good development space, the threshold is still relatively high, for example, you want to put products in hundreds of stores, the amount to reach a considerable degree; for Amoy brand, on the first day of online, its goods can reach the national consumers　　, E-commerce in the brand communication, mold is indeed much faster than the traditional companies. A foreign VC: We do not mind is not Amoy brand, just at this stage, Amoy brand more brand. I personally feel that the Internet based on the form of communication, the speed of creating brands far more than before the speed of creating brands. Because the electronic commerce reduces the intermediate link, enhances the efficiency.　　E-commerce in Taiwan, or Hong Kong, I feel little significance, because the population base is there, but in the mainland is very different, e-commerce in the future will have a great development.　　"21st century": How do you locate Amoy brand, is the brand supplier or E-commerce company? Liu YiSea: E-commerce can be divided into many categories, have to do business sales platform, this category is to sell other people's goods, but can also be a clothing or product brand using the Internet to do direct sales, distribution, it is the vertical type of e-commerce, of course, brand suppliers, all Amoy brand is a class of two characteristics of the enterprise. This fully demonstrates that China's industrial structure is different from that of foreign countries. I used to have a metaphor, the industrial structure of foreign countries is more like a pizza cake, a layer, the above has a coat of meat, China's industrial structure is more like Hamburg, there are traditional, but also High-tech, but a lot of the middle of very good things, in fact, is a combination of things.　　Amoy brand is in fact a special kind of opportunity in China.　　VC Hot Amoy Brand behind the "21st Century": Before, the domestic e-commerce companies are mostly platform type, Amoy brand appearance can be understood as, in the field of electric commerce opened another blue sea?　　Erhai: So to speak. VC: Not the same, these two have their own living space, but in China, you have to do a platform, in total can accommodate several national platform it?　　Everyone is competing, so I don't think there is much chance.　　The vertical class of e-commerce, because it is a single industry category, may not be like platform class sales so large, but I think, size also depends on the industry category, such as bags, market this market how big ah, overall, the opportunity is still a lot of. "21st century": Jing Dong founder Liu to accept this newspaper interview said, Jingdong is platform, sell things are others, do not need to go to a large number of advertising, to cultivate the market, and do their own brand E-commerce, must rely on a large number of advertising to accept the brand, and may endure many years.　　What do you think? Erhai: Different companies. Platform important ability is to have the flow, need someone to come, otherwise the supplier why to this platform to sell things?　　But you think carefully, the difficulty of making the platform is actually bigger, to put a place to fry hot, that how much ability? Platform does not master products, can only rely on services, and must do a considerable scale, in order to form the advantages, in order to let consumers feel that it is cheaper to buy things here, convenient. Therefore, it must be a platform-type company to spend more money, and to continue to spend money, otherwise can not come traffic.　　Brand is another thing, it can through the product quality, and constantly introduce new products and user experience to promote visibility, for the brand more important is quality. VC: The source of management cost of two kinds of electric company is different. Vertical class to constantly improve the product, it will do more specialized, so that consumers are high.　　Have to go back, when the brand formation, it's competitive, marketing costs are very low. China's e-commerce can rise, because at that time their promotional costs are very cheap. Now do their own brand E-commerce, if you still do traditional TV, newspapers and other media advertising, that much more expensive? Therefore, to them, to form a continuous brand, is to rely on products and services.