Amy Brand: Innovative Marketing, "Big Grassroots Designer"

　　 Amoy brand into "billion club"

In the eyes of outsiders, they are a group of lonesome people. Grow from big sellers TaoBao The Amoy brand of the mall has considerable brand awareness and has a perfect supply chain system, which has the basis and capability to deal with the outbreak of online shopping. At the moment, they have entered a corner, which is how to achieve three hundred million from one hundred million.

Once, how to stride into the three hundred million is the confusion of Amoy brand collectives. Now, this confusion is being unveiled by a highly concerned cotton and flax women's wear brand. She is "Yin man, cotton and flax artist".

Yin man, in 2010, Taobao double eleven big promotion, with a single day sales volume of 6 million 600 thousand shook the entire women's clothing industry, the annual sales volume exceeded one hundred million. He attributed the success to Taobao's explosive power, team fighting effectiveness, product attractiveness and marketing power. Then in 2011, it will continue the momentum in what way it is worth looking forward to.

In the middle of July, in response to the first burst point, he announced the official launch of the million dollar search ta# original costume design competition. It is understood that this is a step in which EMMAN brand invested millions of dollars to make innovative marketing plans.

　　 Unwilling to be a man, innovating marketing is winning by surprise.

This competition is the first youth costume designer competition organized by Inman combined with Taobao. This is also the first time to take the lead by an Amoy brand dress, and it is also concerned with the industry.

At present, Ziqi Zhao, the fashion stylist of pop star Wang Hao, has participated in a competition by a group of famous fashion designers. Wang Hao also commented on the personal micro-blog review of the million TA clothing design competition, saying that "the combination of designers and e-commerce is the mainstream of the moment." the "million dollar ta#" for young designers to set up a platform is a golden opportunity for designers. Brilliant designers should use their own language to prove themselves. According to the briefing, the competition will be closed in mid August. The whole competition lasted for three months. After the voting of netizens, the inspection of the judges and the online sale, the five strong signing designers eventually came into being. EMMAN will separate columns for their personal works, and the two sides will be divided into sales according to their sales volume.

　　 For this event, Fang Jianhua, founder of EMMAN brand, has another feeling.

He said that although he had owned his mature design team five years ago, he formed his own unique product and brand style. With this foundation, he can cope with the trend of today's Internet business more than enough, and can also fully adapt to the competitive situation of the whole market.

But in today's e-commerce market, the phenomenon of homogenization of women's clothing sold on the Internet is serious. The whole Internet has a far less than half of the original style. This situation has touched him deeply.

Originality, the reason why many Amoy brands and independent B2C brand enterprises choose to avoid it is a matter of fact.

First, the cost of original design is high, the market atmosphere is not enough, and the original product coverage is small.

Two, non original impact on the original brand is huge, they can enter the market at a lower market price, which is a great pressure for the original brand.

Three, the consumer concept of consumption has been dominated by low prices, which takes a longer process to change. There is no Taobao mall leader supporting a single B2C brand.

The above points are not only Amoy brands, but also urgently needed to be solved by many B2C platforms such as Taobao mall. Obviously, this situation is not in line with the general trend of e-commerce development, which will eventually make consumers tired and consumer experience greatly reduced. Long term will also lead to chain reaction, resulting in the industry's weakness, which will have a deep impact on the development of the whole online shopping women's clothing brand.

On the other hand, China's garment design industry has nearly 500 thousand talents shortage every year. But at present, a small number of sophisticated clothing designers are recruited by some well-known traditional clothing companies. And there are many excellent young fashion designers, in the existing traditional industry situation, can only engage in supporting role or high input low return physical work, can not really reflect their wisdom achievement market value.

　 To promote originality, Yin man would like to lose money.

According to Fang Jianhua, founder of the Yin man brand, he and his wife graduated from the fashion design department. They first worked for others, then gradually developed to create their own businesses.

Living in this kind of origin, he has deep feelings for the profession of fashion designer, and knows how hard it is for the designer to get ahead. When there is no chance, designers of large enterprises are playing a leading role in a small number of people. Two, far from the market, many designers often have the opportunity to participate in more colorful fashion design competitions, but these competitions are often difficult to solve the problem of back-end production and listing of works, so the design works become small show corner, and then they disperse.

Therefore, in the sense of responsibility for the designer's career and responsibility for the transformation of the women's clothes, Fang Jianhua decided to hold the "million looking Ta" costume design competition, aiming to reward millions of gold, search for the new star of fashion design, and enhance the brand connotation of the artist. Although outsiders seem to be unable to see a profitable business at a loss, it is a bit unbelievable for a senior expert with more than ten years of clothing experience, but Fang Jianhua has a look of joy on his face.

　　 He said that the meaning and orientation of this game is:

1, for the majority of young designers to set up a stage, so that they have the opportunity to start business through the platform of the competition, to achieve self-worth and dreams. In this regard, Fang Jianhua still has a bigger dream, so that he can support the designers who stand out in the contest, and eventually own his own design company or studio, own his own design team, and become his own boss. By then, Yin man will be their most reliable partner, and millions of TA will be a new starting point to change their lives.

2, we must promote the transformation of the brand to the original brand, triggering the new trend of online shopping. Perhaps because of disapproval, consumers are now in a state of blind obedience, because long-term non original products cover the market, the distinction between original and non original becomes weaker for consumers. As an industry, it is urgent to change this situation.

According to conventional thinking, most people will see the competition as a competition. In fact, what EMMAN is doing is a first real commercial battle. Designers are directly linked to the market consumers. After the works are filtered through layers, they will be tested by voting and sales, and the last five will sign with freman as their free column designer.

On the other hand, this is also a step forward for innovating brand marketing. As we all know, e-commerce is an old rule of "no discount, no online shopping". However, Yin man feels that he should focus more on product quality and enhance brand value and customer experience in the future.

Obviously, Yin man takes this step, vows to drive the original atmosphere of the whole network business through the original competition. Fang Jianhua said that only the Amoy brand and independent B2C jointly built up the original atmosphere and environment can stimulate the original consumption vitality and inject new vitality into the online shopping quality. At the same time, through the competition stage, we can achieve more young designers' dreams and stimulate their market value. In this way, Chinese Internet dealers will have the chance to get ahead and deny that they will always become a low value-added network goods.