Seeing The Fate Of Amoy Brand From Semir, A Traditional Clothing Dealer, From GXG

　　 Amoy brand "Decline and decline" spread again on micro-blog. "With the traditional brand collective net, the once famous brand has fallen out of class 20 at present, and the living condition is worrying." Some even predict that the brand will disappear in the next 5 to 10 years. The term "disappearance" refers to "no longer exists" rather than "dead".

Amoy brand GXG recently "high price selling" to tradition. Clothes & Accessories Semir may be able to see this trend. But the same incident can also be reversed: a group of Internet brands born on the Internet, long on the Internet, and with high quality and low cost are rising rapidly. These "grassroots" network brands successfully completed the counter attack on traditional brands, so that Semir had to take out the "2 billion yuan price bride price" acquisition.

In fact, with the advent of the electricity supplier era, the traditional brands and network brands began to "compete" and squeeze each other's living space.

　　 Encirclement and suppression of traditional brands

Internet brands really enter the vision of traditional manufacturers when Taobao started the "double 11" in 2009. On this day, the Amoy brand broke through a single product "exploding money" and made brilliant achievements, which made the traditional brands lose their head in the "new play".

　　 Inman Xu Xianling, director of public relations, told reporters that the online brand can produce a batch of goods in 30 days, which is totally different from the traditional clothing manufacturer's six months ahead of schedule. Online shopping has many skills in display, promotion, pricing and advertising. The key is to play with users.

However, "new play" is just a skill, and naturally it is easy to be duplicated and counterattacked. In 2009, only two of the ten men's clothing stores in Taobao mall were offline brands. But by 2010, this figure has flipped over. In the top ten ranking, only two dime brands, Dier Marge and spark, have been able to stick together, while the remaining eight are offline brands. In the last month of 2010, Taobao announced that it would split the mall and open the door to meet the entry of more traditional giants.

"In 2012, there are still a lot of" brand names ", but this year they have become traditional giants. "The double 11" sales miracle in 2012 triggered a new wave of traditional brand touches net and quickly divided the share of online shopping. "In the last six months, Xinwei achieved 17 million sales and absorbed about 100 thousand users. So far this year, it has accumulated 5-6 million subscribers, and sales have shrunk to about 6 million.

Wu Shiying, a seller of Taobao, believes that the weakness of the brand results in the fact that even if the same resources are available, the conversion rate and the two purchase rate of the brand are not as good as those of the traditional brand. "For example, JEANSWEST relies on the national distribution and management system to optimize the distribution of online shopping customers, and its service capability is stronger."

Based on this, some netizens are firing at micro-blog. "In the next 5 to 10 years, with the maturity of traditional brand e-commerce channels, the brand will disappear."

　 Matthew effect pushes costs up

However, many things of the electricity supplier are really very strange, not only subverting tradition, but also surpassing tradition. Reporters learned that many of the traditional manufacturers began to learn AFU, cracking, and so on.

According to the data obtained from the cube, women's clothing is the most competitive category on Tmall, but the top three of sales are Han dresses, Yin men and rink. According to data provided by Xu Xianling, sales in 2012 were 300 million yuan, and advertising expenditure budget was about 8% of total revenue. According to the calculation, the advertising cost of yemann is about 24 million / year, and this huge amount of money is concentrated on the online shopping platform dominated by Tmall. This is quite different from the traditional brand heavy gold hitting TV and offline advertising.

The problem is obvious. Although the total volume of transactions between Taobao and Tmall exceeded 1 trillion, traffic resources were limited, and the Matthew effect of big brands and big businesses became more and more obvious in the process of competition.

This trend has led to the rising cost of online shopping brand operation. Long Yin recalls that in 2008, a focus map only cost 57 thousand yuan a day, and the flow rate was more than 10000 IP a day. Tens of millions of advertisements do not achieve the effect at that time. "Some traditional businesses do not understand the game of electronic commerce. They simply bid high prices for the" through train "and" drill Exhibition ", and pull the price up.

The reporter understands, at present, the average price of the through-train category has reached 5 yuan, and the average price of the click average is over 1 yuan, while the clicking price in previous years is only 1 or 2 cents. Juhuasuan's entrance traffic is only 2 million, and the traffic volume to a single product is less than 2000. Those who participated in Juhuasuan, in addition to paying tens of thousands of pit fee, also need to import traffic from shops or drilling to Juhuasuan on the day of activity.

If Taobao and Tmall are compared to a big mall, there may be hundreds of millions of square meters, and thousands of users will be in the doorway of this big mall, and many shops have not been searched. "Ali now sells 9 million 500 thousand sellers of Taobao, of which about 3000000 of the sellers shop stops, and about 80% of the remaining online stores are losing money. We say the loss refers to the cost of input compared to sales. Only about 10% of the online stores are flat, and only 10% of them actually make money. Lu Zhiyin, the founder of Alibaba trustworthiness and the consultant of wheat bag consultant, is critical. {page_break}

　 C2C sellers lack of motivation

The city of angels is a representative of an Amoy brand that has experienced ups and downs. It has gone through brilliant periods in 2010 and 2011, and has won the sales champion of Taobao women's clothing category for two consecutive years. By the beginning of this year, the city of angel has been bought by another Taobao women's wear brand.

A Taobao seller said that among the Taobao sellers he knew, nearly ten founders sought to quit because of physical and mental fatigue. Recently, Semir clothing has announced that it will buy a 71% stake in Ningbo zhe Mu Shang Holdings Limited, which is owned by G X G, at a price of 1 billion 980 million -22.6 billion yuan. This is also the tradition so far. clothing The first case of brand acquisition of Internet brand.

Taobao's initial success was due to its huge number of C2C sellers. But now, after many years of washing, C2C sellers have come to a blind alley. "Doing online shopping business is very tired, there is no commuting time, there is no time to eat, the computer screen is pasted on the face all day." A 86 year Taobao graduate in 2008, micro-blog sellers posted their own exploits on micro-blog. "Monthly salary can earn 4000-5000 yuan. Although 2011 years ago, the shop had once had a small well spray, but the houses in the three line cities were not enough to buy a set of business funds. Tied to the Taobao store every day, living a life of ashes and death, without a boyfriend. Until one day, I went to buy vegetables, a twenty year old boy called me an aunt, I instantly petrified, that year I was 25 years old... " The Taobao seller said that in 2012, she completely closed the Taobao store and was ready to join the society. However, it was discovered that her communication skills had been obstructing, accounting profession had been completely forgotten, and she had worked for several years with her people at the same time.

For this reason, now Taobao is also trying to narrow the gap between the rich and the poor and provide a way for small and beautiful businesses. Long Yin said that Taobao has weakened the proportion of shop credit, sales volume, praise and bad reviews, refund rate and so on in search weight, and increased the weight of shop and baby D SR, commodity conversion rate (the probability of users buying after clicking) and the countdown on the shelves.

However, in any case, the era when products can be hung up for business can no longer be returned. Whether online shopping brand or traditional brand, we should not only fight for profitability, but also product quality. Brand advocating, supply chain, team management, shop conversion rate, customer repeat purchase rate, e-commerce has become a handicraft.

　　 [industry perspectives]

Traditional brand penetration: still in stock

Montagut vice president N icolas Gros: e-commerce represents the future and represents the emerging market. According to us data, e-commerce accounted for only 1% of retail sales in 2000, but today it accounts for 4.9%, nearly 5%. Moreover, when the financial crisis happened in 2008, the growth curve was straight up. China will do the same.

But what is the future of traditional clothing brands in e-commerce? I believe no one can really speak clearly. In July 2012, Montagut launched an electronic mall facing the global market (except China) in Europe, and opened a Chinese version of official electronic mall in China in November 2012. This year, we opened third official electronic stores in the Asia Pacific region besides China.

Unlike other menswear brands, we supply Tmall, Dangdang, Jingdong and other electronic commerce platform products as well as over season and stock products. Montagut's online and offline product offerings are in keeping with the same style. We hope to track the sales data on the line, accurately analyze the habits and preferences of Chinese consumers, and provide valuable data analysis for the company to develop new product lines. Moreover, for us, China is not a "one" market, but rather a large number of markets, from the south to the north, from coastal areas to the mainland. People's cultural background, economic status and aesthetic sense are very different. Montagut can't copy European business philosophy, but it needs to deal with it in a new mode.

However, in order to reduce the impact of discount sales on brand image, we will not directly discount the "discount" on the mall homepage. Only when the mouse is moved to the model picture, will the price be displayed. At present, we have not officially entered any electronic business platform in China.