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The Representative User Volume Of The Amoy Brand Has Plummeted.

2014/3/6 13:28:00 21

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> a href= "http://www.91se91.com/news/index_s.asp" > brand > /a > seems to have come to the turning point.

At the end of 2013, the Taobao index, which served as barometer of sales, showed that the number of representative users of the Amoy brand has plummeted, which is only thirty percent of the peak in 2011.

In those days, the three big benchmarking enterprises, the wheat bag, the green box, and the fragrant grass collection, are all now on the brink of failure.

In fact, the Amoy brand once had a bonus period.

Before 2008, the size of the sellers on Taobao was still relatively small. Taobao, in order to enhance customer satisfaction, intends to support the larger seller with relatively high quality as the "Amoy brand". After 2008, the brand has entered the golden period.

The most significant sign is that a large number of traditional offline brands are located in Taobao.

At that time, as long as you are a good seller, someone will give you a lot of free flow of resources.

but good days are not too long.

A year later, as Taobao's trading volume soared year by year, Taobao's sellers and goods grew much faster than Taobao's growth rate.

The result of the rapid growth of sellers competing for limited traffic prices is that the average purchase cost of online passenger traffic has increased rapidly, even increasing at a rate of half a year.

Taobao will not sign a traffic price contract with a brand seller, and sellers can only bear the pressure of uncontrollable traffic price increase themselves.

in addition, from the customer's point of view, the brand name of the Amoy brand has no essential difference from the traditional line brand competition, but its popularity is at a disadvantage.

If a brand is not an independent brand, it will only be a distributor in the end, making clothes for others.

After the establishment of the brand, the direct selling mode will reduce the demand for floating capital and rely on the Internet to effectively reduce advertising expenses.

We need to know that not only are there thousands of similar sellers, but also large sellers such as mall and good quality, and a large number of well funded traditional brands have also entered Taobao.

In many of the hands can break through the Amoy brand, can be described as winning.

now, three new benchmarking brands have been produced: Han Du Yi house, crack silk and Yin man.

In 2013 double eleven day, less than a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > category sales ranking, the three brands all entered the top five.

But if they want to go further, they should try to avoid making mistakes again.

blindly /p >

2010, the Amoy brand was fully nourished by venture capital, and all of the wheat bags, green boxes, and grass collections were integrated into tens of millions of dollars.

However, business observer, Wan Qing consulting CEO Lu Zhen Wang, "Global Entrepreneur" said: "suddenly grew very large, unrealistic."

"P" under the eaves of Taobao itself is a risk.

Because of the "ceiling" of the Taobao platform, the largest scale space for the C2C is only 1 billion yuan.

Such a market scale can no longer satisfy the appetite of venture capitalists. The Amoy brands are being matched by venture capitalists, and they also mean opening up the B2C situation.

Wu Fangfang, the founder of green clothes, the famous brand of children's wear, has experienced such a painful lesson.

At that time, the green box completed two rounds of 120 million yuan financing within six months, and the investor's interest in independent B2C put most of his energy into the construction of the official website.

Although B2C can get rid of the constraints of the platform, it means that everything including traffic, promotion and so on depends on itself.

the quickest way is to invest heavily.

In 2010, the green box advertisement was everywhere in the subway in Shanghai. For the newly rising Amoy brands, the subway advertisement was quite expensive and the conversion rate was low.

This makes the marketing of green boxes entirely in the form of paying money.

When doing B2C, the green box also changed the pattern of selling products in the past.

This also led to the accumulation of a large number of down coats at the end of 2011 when the market was depressed, resulting in large inventories.

"The problem of inventory on the surface is actually too blind."

Lu Zhenwang said.

"P" is unique.

The number of employees who sell bags and bags is much larger than that of Taobao's B2C.

Insiders told global entrepreneur that according to his statistics, for a single package brand, a female customer can only buy two packages a year, with a single price of only two hundred or three hundred yuan.

However, the cost of wheat bags for new customers costs more than two hundred yuan.

"The cost of operation is too high.

Everyone is throwing money. "

Jane Chaoyang, a former director of Technology Assurance Department of Mai Bao technology, said to Global Entrepreneur.

some people attributed the success of many Amoy brands to narrow routes, finding market gaps, small and focused.

But during the blind expansion period, the Amoy brand is taking the route of multi brand operation, like the cosmetics brand Fang Cao Ji has bought dozens of small scouring brands such as Cui she and Zhen Shui, and has launched a new brand.

Popularity, awareness, reputation and loyalty are four main points of brand operation. Even if the brand of the top three of the same category is established in the first three, loyalty is often insufficient.

Lu said that under the situation that the main brand has not yet been consolidated, instead of focusing on the cultivation of loyal users, instead of lengthening the front line and buying small brands,

However, the constraints of management capability can not integrate well, resulting in the confusion of < a href= "http://www.91se91.com/news/index_c.asp" > supply chain < /a >.

trap .

essentially, the Amoy brand is only a Brand Company, not a Internet Co.

However, the early expansion of the Amoy brands, under the control of the Internet thinking, hired a lot of high salary executives.

For example, the recruitment of "small nurse" general manager Wang Ying, Shu Lei founder Wu Zhigang to his team.

Wheat bags and green boxes have also recruited executives at key positions, resulting in an increase in the company's operating costs.

This is also one of the important reasons for their gradual decline.

in fact, the Amoy brand went through the peak of 2011 and began to show signs of decline in the second half of 2012.

In 2013, we entered a real period of adjustment.

"We are different from many Amoy brands."

Zhao Yingguang, founder of Han Du Yi house, confidently told "Global Entrepreneur": "we are the whole operation system centered on product group system."

Although some industry experts are not optimistic about Zhao's development route, he undoubtedly did several things right.

First of all, the headquarters of Korea's clothes house in Ji'nan, Shandong, unlike other Amoy brands, moved their headquarters to big cities like Shanghai and Guangzhou, which reduced the cost of personnel.

Secondly, even if cross category operation is performed, the two brands on the surface are in fact one.

obviously, most of today's Amoy brands learn from previous lessons.

For example, although Yin man and rip and silk are also multi brand operations.

But 80% marketing content is a brand, there is not much risk in this respect.

However, the temptation of B2C's construction and expansion still appears.

In 2013, when it was double eleven, Yin man claimed that there was a stock of 400 million yuan, but the actual < a href= "http://www.91se91.com/news/index_s.asp" > Sales < /a > only reached 100 million yuan.

that is to say, after returning to reason, the new Amoy brands have paid great attention to the previous mistakes of the old brand.

But whether they are willing or not, these problems remain stubborn.

Let's take time to digest.