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Amoy Brand Enters Shuffle Stage

2013/7/18 16:43:00 106

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 Wu Lijun, founder of the famous Amoy brand, Yu Nong Fang, has died of brain disease and is only 36 years old. This makes the survival status of the Amoy brand once again thrown into the spotlight. 
"P > has been relying on" a Tmall "/a" rise of these Amoy brands in the traditional brand invasion is losing ground, coupled with the increase in its own operating costs, corporate governance is not good, the brand is plunged into the collective sink, leaving only a few brands, such as Korea, rip, AFU and so on. 
 with the failure of the brand, more and more traditional brands are located in Tmall. Reporters learned that the Spanish fast brand ZARA, the famous British high street brand TOPSHOP and so on are expected to enter Tmall's official flagship store in the near future. Earlier, fast fashion brands Gap, UNIQLO, FOREVER21 and so on have been completed. 
 there is no doubt that the traditional famous brands and the Amoy brands have a high score on Tmall's scale. 
Liu Shuang, founder of P NOP, told reporters that the Amoy brand has entered the shuffle stage. In the field of Tmall women's clothing, the traditional brand has been evenly matched with the brand name, and the top 10 women's clothing sales occupy 5 seats. In the field of women's wear, the brand has not been defeated, mainly because women's clothing is more about style than brand. Men's field brand has been completely defeated under the attack of traditional brands. 
 "Tmall's top ten men's clothing brands are all traditional enterprises. The brand is not only squeezed out of the top ten positions, but also appears to be stagnant or even declining. This was unthinkable 3 or 4 years ago, when the Amoy brand occupied the top ten of men's clothing. Liu Shuang said that similar to men's clothing, these brand oriented products, the brand has been defeated. 
 another electricity supplier shared a set of electricity supplier industry data: Tmall Taobao < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > year-on-year growth of not more than 40%; Tmall enterprises entered a very serious polarization; TOP100 lots of shuffling, relying on film sales mode has failed; big C sellers at the end of the strong crossbow, relying entirely on the old customers; each family is seriously lacking in new passenger traffic; and can survive on three kinds: top brand, deep style, uncoordinated. 
Zhao Yingguang, who is still in the first camp of Amoy brand, also told reporters that Taobao's ecological competition is more complex in the next ten years. The garment industry will accelerate from the line to the next, and the competition will become stronger and stronger. P CEO also told reporters. The Internet Matthew effect is becoming more and more obvious. 
 most of these Amoy brands have their own "glorious years" and have become the target of Tmall's efforts to win: participation in double eleven activities, not only does not have much cost, but also can boost sales volume on the premise that the platform is supported by capital and traffic volume, and there is no need to worry that a big increase in price will bring losses. 
 with the golden opportunity, a number of Amoy brands are rising rapidly. Wheat bag predecessor is a traditional enterprise specializing in luggage and OEM production. With the decline of gross profit margin and homogenization competition, Tmall has been able to grow rapidly after its transformation in 2007: 08~09 sales surged from 3 million to 30 million, and sales exceeded 100 million in 2010. 
The growth of the "P" wheat bag big leap forward has attracted many rounds of financing, which has greatly increased the ambition of Ye Haifeng, the founder of wheat bag, and launched a rapid public opinion offensive and business expansion in 2010 and 2011. However, the rapid changes in the capital environment, coupled with the runaway development of the enterprise, made wheat bags encounter development difficulties soon. In 2012, there were news of redundancies in the wheat bags. Following the layoffs of 30% in May of that year, the number of middle and high level employees left again in August. And Ye Haifeng was also accused of having basically completed cash after several rounds of financing, with a small share. 
 now the wheat bag has been silenced from the noisy market. Ye Haifeng has become a lot of pragmatist. Recently, when he accepted the reporter's connection, he said that in the past few years, the electricity supplier had been paying dividends. Competition was not a life and death struggle. Enterprises could win by beating fiercely. Now the electricity supplier has entered a relatively stable period. 
 "wheat bag is now shut up and down", there is not much publicity campaign this year, not ready for large-scale expansion. Ye Haifeng said that traditional enterprises continue to pour into the field of electricity providers, making the market competition return to normal, and entering the stage of hand to hand combat, the brand is no longer likely to lie over the days of counting the money. The most important thing that I consider now is how to run the enterprise well, and it is no longer meaningful as it used to be. 
 in fact, not only is the wheat bag, but also the green box and other Amoy brands have been in the growth dilemma after the sales volume is over 100 million. The angel city, which did not seize the opportunity of Tmall development, chose to sell it to rip and silk. {page_break} 
 Tao brand feels Tmall's "change of heart" /p >
"P > Tmall is becoming the largest a href= http://sjfzxm.com/news/index_s.asp" B2C "/a platform in China, but there are also many discordant voices inside. Many Amoy brands complain that Tmall is paying more and more attention to traditional brands and less and less attention to Amoy brands. Why did Tmall grow vigorously and grow together, but the brand of Amoy has fallen into collective degradation? 
 Zhao Yingguang told reporters that Tmall was not seen by traditional enterprises at the beginning of its establishment, but it was helpless to support Amoy brands at that time. The Amoy brand can also benefit from the high degree of coordination of the platform. 
 however, as more and more traditional enterprises set foot in the electricity supplier, the support for Tmall is getting bigger and stronger. The support of the brand has been reduced, and the high superiority of the cooperation has gradually disappeared, and it is forced to stand on a starting line with the famous brand. Zhao Yingguang said, "Tmall is paying more and more attention to traditional brands. This is actually an illusion. We should look at it from another angle. Tmall is now considering more people who can help Tmall achieve a win-win situation." 
 but it is obvious that Tmall ecosystem is developing towards the disadvantage of Amoy brands. Jingdong CMO LAN Ye told reporters that Amoy brands will quickly expand their scale with the help of the electricity supplier trend. This is a good thing. The key problem is that consumers buy products. If the Amoy brands do not have good product resources, no supply chain, no R & D capability, they can only take advantage of the initial stage of development. 
 "just by copying photos of others, this mode is no longer feasible." Blue ye said, consumers are rational. When the traditional enterprises slowly change their thinking and learn to operate the brand operation rules, the brand name products will no longer be able to fall into the downturn. 
What's more, P is even more serious. With Amazon, Gome, Dangdang and other electric business enterprises entering Tmall, traditional enterprises are becoming more and more. Tmall traffic, which has already slowed down, is becoming more and more inadequate. This makes the capital rich enterprises have strong impulse and power to flow, and the small and medium-sized brands are in the low wind and the living environment becomes worse. 
 this is a proven fact. Now Taobao plus Tmall has over 4 billion yuan of advertising revenue a year, and businesses need to take all kinds of advertising sites, through trains and technical service fees. Moreover, in just a few years, the cost of Tmall's single traffic transformation has changed from 30 Fen to a dollar. Seller's traffic may be higher and higher, but the profit is not increased when the cost is high. 
 there are still many factors to slow down the development of the brand. Huang Ruo, a senior electricity supplier, said that it is not possible for Amoy brands to enjoy geometric development. Enterprise sales from tens of millions to several hundred million, management staff from dozens of people to two or three hundred people, rely on the efforts of entrepreneurs, still can do, but again want to step up, we must set systematic management. Such systematic management does not have the majority of Amoy brands. 
 in addition, from Tmall's point of view, when supporting businesses, it is hoped that businesses will not be too long, and there will be restraining processes. Huang Ruo said, this is the Taobao tradition, the platform adjusts through the flow assignment, the search rule formulation, when needs to support the big business, depends on the policy to expand the business, enables the businessman to obtain the flow more, the rank is even more advanced, when needs to suppress and readjust. 
 Tmall does not admit that it favours traditional brands. An alibaban said that Taobao was very cherished and supported by the Amoy brand that grew up on its own platform. Taobao also proposed a "double million" strategy to encourage more Tmall original brands. Like the Pyramid tower, Tmall ecosystem has to rely on its own efforts to become a spire enterprise. Tmall will not interfere too much. {page_break} 
 the brand of the panting brand breeds new opportunities for development. /p >
 the brand has undoubtedly encountered the ceiling of development. When the original mode can not be extended, how should we go next? 
Clear positioning is probably the key to the existence and growth of P. When a batch of Amoy brands entered the downstream channel, new brand names emerged. In 2011, when everyone thought that the electricity supplier was already a red sea, "AFU essential oil" was born. The founder of AFU was carved as an idol by numerous Taobao sellers. 
 2012, when everyone thought that the red sea was more red than in 2011, "three squirrels" were born. According to media reports, "three squirrels" in the same year, "double eleven" greatly promoted sales exceeded 8 million yuan, in January 2013, the monthly performance exceeded 20 million yuan, easily leapt to the nut industry in the first net. 
Zhang Liaoyuan, founder of the "three squirrels" and "the father of the Internet", used the uniqueness of the online brand to create the "three squirrels" brand of personality. P With the name easy to remember, easy to spread, after the spread of social media, "three squirrels" have achieved the current results. 
 "brand names that live better now are precise and precise. Like AFU essential oil, puppy vacuum cleaner, and Yu mud Fang, we are Han Feng, and the split is the national wind. The location is very clear. Zhao Yingguang said. 
 the brand still has many advantages. The electricity supplier of traditional enterprises is only a department, and most of them are led by professional managers. The pure electric business enterprises are all devoted to the boss, leading a group of passionate people who are close to "madmen" in charge. They react more quickly to the changes in the short cycle of online consumer spending trend. 
 but for the Amoy brand, it is more urgent to upgrade the vision and pattern. 
 an electricity supplier pointed out that when the brand was weak, it did not know that the world was thick and thick, and it was very vigorous. Instead, it became more and more like traditional enterprises after becoming bigger, and lost self-confidence in the process of keeping up with traditional enterprises. The reason was that many brands were too small and too conservative in the process of development. 
 a well-known brand of Amoy brands is a typical example of Tmall in the 08 years. When the majority of the brands are only 50 million, their annual scale has reached 1 billion yuan. However, enterprises are too concerned about meticulous operation and missed opportunities for development. Blue Ye pointed out that Amoy brands must have lofty aspirations and think clearly about the next stage. 
 to talk about the current brand situation, an electric supplier said optimistically that slow development does not mean bad things. It allows enterprises to settle down in the impetuous impetuosity of high-speed development and precipitate themselves. They can also continue to innovate, such as diversification of models, diversification of products and multi-channel channels. "At this stage is the real time to consider the level of management, successful, these scouring brand creative talents are real entrepreneurs."