South Korea'S Clothing House To Strengthen Sales Category Acquisition Ai Mo

< p > the Internet brand of Korean women's clothing brand has completed the acquisition of ANYMO a href= "http://www.91se91.com/news/index_c.asp" /a in the near future.

Under the background of traditional brand's big business, the network brand is facing great challenges and differentiation.

< /p >

< p > AI is an Internet brand for the middle and old age women's clothing market, and is located in Ji'nan with Han dresses.

In 2013, its sales exceeded 30 million, with nearly 60 employees.

A women's wear brand trader told reporters that AI has some original ability, "independently designed many styles, and has the ability of independent production, which is a strong brand in the middle and old age women's clothing brand."

< /p >

< p > AI is the same business as Ji'nan, which was developed by local businesses in the city of Korea. In June 2007, it opened Taobao shop, and its store level was five crowns. In 2011, AI opened Tmall flagship store.

Similar to many early Amoy brands, AI's founding team is also a husband and wife file: wife Ye Fang is responsible for product development, and husband Li Tao is responsible for brand marketing.

At the beginning of the business, AI's annual sales volume had entered the top three of Taobao's mid aged women's clothing.

However, after the rapid growth and fierce competition of the middle-aged and old women's clothing industry in Taobao, the level and financing ability of the MOE supply chain began to significantly limit its advantages in the product side.

< /p >

< p > AI is not the first brand bought by Han Du Yi house.

In May 2012, the Korean clothing house bought the brand of women's clothing.

After reintegration, sales of prime sales rose to 70 million in 2013 and 200 employees.

In 2014, sales of prime sales are expected to exceed 200 million.

This pattern has attracted the attention of Mr. and Mrs. Li Tao. Ye Li believes that if Ai Mozhong's experience in product and brand operation of Korean women's clothing is combined with the advantages of Korean capital in supply chain and capital, and the "single product whole operation system based on group system", it is likely to become the second "wisp".

< /p >

< p > "the two sides basically hit the nail on the head."

Insiders said that AI had reached a merger agreement before the Spring Festival of 2014.

After the Spring Festival of 2014, the team of MOE will move to the office of the Han Du she group, and its customer service department and warehousing department are all integrated into the system of Han Du Yi house.

< /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Han Du Yi she < /a > this acquisition action is a supplement to its own category expansion.

In August 2013, Zhao Yingguang, CEO, announced the trial operation of the "Hmadam Han Yun" clothing brand of the middle-aged and old women's clothing, but it did not carry out a significant promotion.

The acquisition of Amy can be regarded as a reinforcement for this category.

< /p >

Zhao Yingguang, P CEO, told reporters that he was very optimistic about the development prospects of the middle-aged and elderly women's clothing market. "The experience of purchasing the prime thread also provided reference and confidence for our two sides' merger."

< /p >

< p > with the rapid growth of online a href= "http://www.91se91.com/news/index_c.asp" > middle aged women's clothing > /a > market scale, there has been a lot of low price competition and homogenization in Taobao and Tmall platforms. But there are also a number of businesses that attract rapid attention from the industry.

Thousands of Yi, and Jia Yuan, Li o Lai Lai, Xin Yang, Ai Ma Mei, wheat cooked and other brands become the emerging brand of the elderly women's clothing market, monthly sales have climbed to tens of millions of levels.

< /p >

People close to Tmall pointed out that Tmall's sales volume for middle-aged and old women's clothing increased by 300% in 2013 compared to 2012. As a category of Tmall's main push, Tmall will have a larger increase in 2014.

"Taobao + Tmall's middle-aged and old women's clothing market, Tmall occupies 70% of the share."

< /p >

< p > Han Du Yi house is the famous Hanfeng network brand. Since 2012, it has begun to layout multi brand strategy under many categories, and has launched sub brands for children's clothing, men's wear, women's shoes, bags and so on.

The supplement to the middle-aged and elderly clothing, on the one hand, has improved the overall layout of the industrial chain; on the other hand, in the market segmentation, Han Du Yi house has continuously strengthened the supplement of the original designer brand and expanded the new brand.

< /p >

< p > Zhao Yingguang said that in order to complete the layout of at least 20 sub brands based on clothing category in 2020, the sales scale will reach more than 10 billion.

< /p >