Men's Wear Is The Core Of The Top Ten Brand.

One side is Amoy brand In the past, ten of the top brands of the sales list have been sold out, and only a few brands, such as Korea, rip, AFU and so on, are still on the scene. On the other hand, they are popular in favor of online brands. Recently, "three squirrels" (Note: it is known as the first Internet forest food brand) won second rounds of financing of 6 million US dollars, and AI Ken cowboy also came to receive news of 20 million yuan financing of capital jade.

The topic of Amoy brands is just like the side of the sea and flames. It has become the hot spot of the current Internet business.

What happened to the Amoy brand? In the past few years, through the easterly wind of e-commerce, they created N fortune stories on the Internet, but now they are in an awkward position.

A business operator who has been online for many years told reporters that it was entirely because of the traditional brand's online killing that led to this "tragedy". The development of Amoy brand was too fast, and its "puffiness" was also an important factor.

Some people describe it as saying: after the Yangtze River, the waves pushed ahead and the waves died on the beach. Fang Jianhua, CEO of Amoy brand, believes that Amoy brands should follow the "28 laws". This is the commercial rule. 80% do not do well and are eliminated, and 20% survive.

Lu Zhenwang, an e-commerce observer, said on micro-blog that Amoy brands are experiencing extremely fierce survival of the fittest. Valuable brands will eventually rise and most brands are doomed. This is a natural process.

So, how can Amoy brands find a way out?

　　 Many Amoy brands fall out of the top ten of Internet sales.

The so-called brand name is a brand built on Taobao, which was renamed Tmall original in 2012. But to some extent, these three words have become proper noun, generally referring to the original brand on e-commerce platform. Nicardius, Mai Bao Bao, sobardia, Osa, Han Du Yi, and so on, were born on the Taobao brand from scratch to sell tens of millions of years, it took only a few years.

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A few years ago, in the world of online shopping, almost all the brands of Amoy brands were unified, especially the clothing category. In 2010, the top ten sales of women's clothing stores on Taobao were all brand names. Now, among the top ten women's clothing sales, the Amoy brands still account for 5 seats, and the top three are split up. Han Du Yi she And Yin man, both of them are Amoy brands.

Men's clothing looks rather pitiful. The top ten of the previous sales list are mostly Amoy brands, but now there is an endless situation, which is replaced by traditional brands.

In 2012, Imini, one of the ten largest online goods brands in the world, was also an online brand for seven or eight years. Chen Hezhong, general manager, told reporters that in the category of bags, the current status of the Amoy brand is also at stake. Apart from some overseas shopping outlets, there are only three or four out of the top ten sales outlets.

"In the early years, the Amoy brands enjoyed the VIP service, the official activities, and the brand owners didn't plan to go, but Taobao's small two will take the initiative to let you participate." Chen Hezhong said that the Amoy brand developed very rapidly with all kinds of external support.

If the current situation makes heroes, it will be faced with a tidal wave.

Chen Hezhong said that after the rapid development of some Amoy brands, they began to think about brand positioning and so on, and practised "internal strength" in R & D, production and many other aspects. But the development of more Amoy brands is obviously "puffy", and it is reasonable to be squeezed out of the sales list in competition.

Some brand names are gradually disappearing due to various reasons such as increased operating costs and poor corporate governance.

　　 The traditional brand "touches the net" lets the Amoy brand feel the head big.

For Amoy brands, in addition to their own problems, more importantly, they encountered strong opponents: traditional brands. With the development of e-commerce, more and more traditional brands have seen "online" cakes and poured in.

"Traditional brand touches the net, often has two kinds of methods, one is seeks the agent, another is the self built electricity supplier team. Whether it is the accumulation of young customers or the reaction speed to online activities, traditional brands still have various deficiencies in the field of e-commerce, but their advantages are still obvious. Chen Hezhong said.

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Deal Madge is a main camp. Men's wear The Amoy brand. Li Junhui, the person in charge of the problem of Amoy brand, has always expressed concern when he exchanges with reporters.

In the early days of his career, he thought that although the women's clothing market was bigger, the competition was too intense, and men's clothing was relatively simple. Now, he finds that the days are getting worse and worse. The impact of traditional brand touches is too great for the brand. The most important point is that the popularity of traditional brand has attracted many customers, and the brand has gradually lost its price advantage.

"Before 2012, offline brands went online to solve the problem of pressing goods. They sold cheaper, but the styles were not too new. Since 2012, more and more offline brands have designed and produced various products for the online crowd. This is the biggest impact on us.

There are electric providers told reporters that women's clothes win in style, so there is still a good brand can sell well, men's clothes are not many styles, mainly rely on the brand to win, such as the seven wolves, such traditional brands have obvious advantages, so they on-line, resulting in the most famous brand men's death, the characteristics of the box is also very obvious, the popularity of traditional brands is deeply rooted in many people's hearts, so it is very difficult for Amoy brands to compete with them.

For the PK between Amoy brand and traditional brand, Chen Hezhong cited an example of "double eleven" or Juhuasuan promotion. The traditional brand itself has a large backlog of stock, and it can make a lot of activities without the need for stock, and the brand is afraid to prepare a large quantity of stock in advance.

　　 way out

Developing new platform to enhance exposure rate

Reporters found that in the first half of this year, the "special sale" mode like vip.com and tailing exchange became popular in China. In the past, large scale electricity providers, mainly based on the long-term sales mode of the new season, have been eyeing the clothing tail goods market. Its slogan of "brand discount and time sale" has attracted many popularity. In the "special sale" website, in addition to the two or three line offline brand and foreign trade brand, more is the Amoy brand.

Under the pressure of competition, some electric providers began to try to set up independent websites outside Taobao, or to find new platforms, which is known as "out of the Tao" in the industry.

Many Amoy brands began to choose "out of the way", vip.com is a channel, Jingdong is also, and some of the traditional channels to dig deep into the line, the establishment of online and offline interactive three-dimensional marketing system. Such as women's clothing brand nicardius, skin care products, AFU essential oils and so on, have adopted this kind of way.

　　 Brand building is the core

The reporter noted that the brand names of the Amoy brands in the forefront of the network sales list have distinct characteristics of differentiation, such as the Korean style of Han Du Yi house, the ethnic customs and so on. An industry insider said that if the brand wants to break through, it needs to shift its focus from the simple price war to the brand value, and carry out a clearer brand positioning and dissemination. Like Imini, he used micro-blog platform to interact with or plan many activities with buyers.

Lu Zhenwang, an e-commerce observer, said that the process of online brand building is no different from traditional brands, and the value of online brands lies in small and beautiful.

In addition to a clearer brand positioning, Chen Hezhong suggests that brands should make more efforts in product development and quality. There is also an electric supplier who makes women's clothing when communicating with reporters, referring to the concept of raising the unit price, not to compete for the market through price cuts, but to enhance the product's performance price ratio. There is a certain similarity between the two.