Cracking The Silk And Acquiring The Angel City Brand Faces The Shuffle

< p > > online a href= "http://www.91se91.com/news/index_h.asp" > clothing enterprise < /a > withstanding the test of high storage, online apparel industry sellers are also beginning to divide and integrate.

Recently, the news about Taobao's brand of women's clothing has been acquired by another Taobao electric business angel city, which has aroused great concern in the industry.

Although the two sides did not respond positively, the CEO Tang Feng Feng did not comment on the news, but Zhang Ying, the founder of the rip and silk investment company and Jingwei China, confirmed the news to the outside world and pointed out that it is a good thing for the two sides to join forces together.

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< p > this is the largest acquisition of Taobao brand so far.

"One side is the pressure of discount sales, one side is the rising flow purchase cost, and many of them are getting thinner and thinner."

The industry believes that the merger and reorganization of the city and the city of angels are expected to open up the brand of Amoy brand integration.

"In 2013, I don't know how many Taobao shops will be closed, and the era of mass failure is coming."

Lu Zhenwang, an e-commerce observer, said in micro-blog.

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< p > < strong > 2012 is the watershed of < a href= "http://www.91se91.com/news/index_h.asp > > brand name < /a > < /strong > /p >

< p > with the rapid development of the electricity supplier, the clothing industry, which has the largest proportion of sales, has made use of the Taobao platform, Han dresses, seven grid, Inman, OSA, aka Chung and other women's clothing brands "black horse" to kill the siege first.

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< p > understand that angel city was settled in Taobao in 2004, and won the sales champion of Taobao women's wear category in 2010 and 2011.

Insiders estimate that the sales of angel city in 2011 will exceed 300 million yuan.

Broken silk was founded in November 2006, and the design style is full of national customs.

According to media reports, annual sales of cracked and silk products in 2010 were 80 million and sales increased to 200 million in 2011.

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Less than P, however, the two sales began to widen in 2012.

A netizen for Wang Zibin disclosed on the Internet that the C store of angel city (Taobao store) sold 170 million yuan in 2012, the Tmall store went online in June 2012, and sales in December amounted to 61 million, while the sales volume of C store in 2012 was 188 million, and Tmall shop sales in 2012 amounted to 300 million, which was close to 500 million.

Up to now, the two sides have reached an agreement on the acquisition and reorganization.

According to the internal staff of Angel City, the city of angel has been bought and sold. The angel city is ready to move the marketing department to Beijing.

But the takeover price was not disclosed.

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< p > < strong > cost increases, operation pressure increases sharply < /strong > < /p >

< p > understand that before 2009, Taobao was the "traffic bonus period". It could be called the brand gold growth period.

But with the growth of Taobao platform, sellers began to fight for limited traffic, resulting in an average passenger purchase cost rising at a rate of six times every six months.

In order to increase paction volume and conversion rate, most Taobao brand sellers have to increase their performance through discount promotions.

"We are growing up by performance, and there is no time to stop thinking."

The angel city CEO once told the media before the single family voice.

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< p > since May 2012, the traffic volume of Taobao market in angel city has dropped dramatically.

To add insult to injury, due to team negligence, the angel city was punished by Taobao for 12 days due to the discrepancy between product description and physical object.

Song Jianwen, an investor in Guangdong, said in micro-blog, "a href=" http://www.91se91.com/news/index_f.asp "," broken silk "/a" acquisition of Angel City, "

Capital operation has begun to spread in Taobao, and Internet brand has entered a stage of big fish eating small fish.

In the future, there will be more cruelty, and there will surely be more beautiful things. This is the natural business rule. "

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< p > < strong > Data < /strong > < /p >.

< p > the C store of angel city (Taobao store) has sales of 170 million yuan in 2012, Tmall store sales in December last year, 61 million, and sales of C stores in 2012, 188 million in 2012, and 300 million in Tmall stores in 2012.

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