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Many Amoy Brands Fell Out Of The Top Ten Internet Sales List?

2013/8/2 20:22:00 17

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on the one hand, the Amoy brand has sunk, and the top ten of the sales list has gone out. 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 out with the news of 20 million yuan financing for the capital of Pu Yu.

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

What's wrong with the P brand? In the past few years, through the Dongfeng of e-commerce, they have created a fortune story on the Internet, but now they are in an awkward position. "N"

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 the brand was too fast, and its "puffiness" was also an important factor.

some people have described 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 will be doomed. This is a natural process.

, so how can the Tao brand find its way out?

a lot of Amoy brands fall out of the top ten Internet sales list

the so-called brand name is 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.

a few years ago, in the world of online shopping, almost all the brands of Amoy brands were unified, especially the < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > category.

In 2010, the top ten women sold in Taobao's women's clothing store 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 brands are Korean 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.

Imini, one of the ten largest online goods brands in the world in 2012, was also an online brand running for seven or eight years in P.

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 brand enjoyed VIP services, official activities, and the brands didn't intend to go on, but Taobao's junior 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 of the 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 the Amoy brand, apart from its own problems, it is more important to encounter a strong opponent: 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.

Deal Madge is a main brand of men's wear.

Li Junhui, the person in charge of the problem of Amoy brand, has always expressed concern when he exchanges with reporters.

at the beginning of his business, he thought that although the women's clothing market was bigger, the competition was too intense, and men's clothing was relatively simple, and there was still room to rush.

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.

"P >" before 2012, offline brands were online, aiming to solve the problem of pressing goods, although the prices they sold were 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 clothing wins in style, so there are still many brands that can sell well. Men's clothes are not many styles, mainly rely on brands to win. Traditional brands such as the seven wolves have obvious advantages, so they on-line, resulting in the most famous brand men's wear and death. The characteristics of bags are also very obvious. The popularity of traditional brands is deeply rooted in many people's hearts, so it is also very difficult for Amoy brands to compete with them.

for the PK between the Amoy brand and the traditional brand, Chen Hezhong gives an example. Taking the "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 of stock, and the brand is afraid to prepare a large quantity of stock in advance. If the activity fails, their half lives will be gone.

way out .

expand the new platform and increase the exposure rate

reporter 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" by P.

a lot of Amoy brands began to choose "out of the Tao", 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.

reporter noticed that the Amoy brands in the forefront of the network sales list have distinct characteristics of differentiation, such as Han Chao style of Han Du Yi house, 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.

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

apart from a more clear 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.