Local Designer Brand Is Popular Internet

In the electricity supplier industry, clothing is usually the highest profit category, but entrepreneurs usually take luxury as the entry point, or similar to the Internet brand such as customers. In the vertical trend category, there are few e-commerce platforms involved, the main reason is that the market is too small.

The first cut into this area is the YOHO, a power supplier. It is backed by the already powerful YOHO magazine, the trend magazine. Although it was not smooth at the initial test of the water business, it gradually attracted the attention of the outside world in the upgrading of consumption environment and combined with many artists and designers. At the same time, a new round of $30 million financing was completed in early 2014.

Liang Chao, founder of YOHO CEO, once said that the survival of domestic brand designers is not good because it is not like the Internet business, so there are so many hot money willing to invest in it. So when introducing tide brand sales, YOHO! Is also exploring how to launch joint brand and support the development of original brand.

After two years of development, YOHO has a total of more than 300 brands, of which more than 200 of the original brand has become the main sales force, contributing more than 60% of sales. YOHO! To some extent, goods help original designer brands, such as money production, sales channels and magazine publicity, and then divided.

This is undoubtedly a shortcut for brand designers. YOHO! The president of the goods, Niu Cong Xiao, statistics that more than 90% of the original design brand on its electronic business platform is profitable, because the inventory risk is all YOHO! There is a number of joint brand and designer brand markup rate even up to 3 times.

Supporting local brand designers is not an easy job, but also requires a lot of capital investment, so 80% of the latest $30 million financing is invested in this part of the business. This is also a very important source of revenue for the future YOHO!

For the integrated platform, focus on selling tail cargo. Vip.com And focus on the trend of YOHO! Goods are good breakthrough direction. Last year, after vip.com experienced explosive growth, Jingdong, Tmall and Dangdang increased the intensity of tail cargo business, especially when Dangdang introduced new growth in clothing tail cargo.

But this year, these Comprehensive electricity supplier Also will clothing Category focuses on designer brand. A few days ago, Tmall and Beijing international design week, there will be more than 100 well-known designer brands at home and abroad with "design cat" shops in Tmall. However, unlike YOHO, which supports local brands, Tmall focuses on introducing overseas designer brands and forming a database dedicated to design consumption, which is the selling point of Tmall.

Dangdang also entered into strategic cooperation with the China Fashion Designers Association this month and invested 100 million yuan to set up a platform for the original Chinese related support and set up a designer channel area. It also wants to upgrade the brand consumption, try to customize and pre sell in the clothing field.