The Development Of Emann, Broken Silk And Korean Clothing House In Recent Years

Up to now, the concept of Amoy brand has not been as thin as it used to be. Behind the familiar names of Taobao buyers, such as Inman, rip and Han, they are a long bunch of sub brand clusters, though they haven't been able to occupy the foreground as the main brand, but they are the next trump cards of the brands.

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The beneficiaries of the early dividend, the founders of Taobao's original brand, are familiar with the rules of the electricity supplier than anyone. As early as the golden age of 2011, they had already sniffed the market trend sensitively and planned to develop new brands.

Up to now, the concept of Amoy brand has not been as thin as it used to be. Behind the familiar names of Taobao buyers, such as Inman, rip and Han, they are a long bunch of sub brand clusters, though they haven't been able to occupy the front desk like the main brands for the time being, but they are the next trump cards of the brands.

Looking at the process of Amoy brands from mergers and acquisitions to self created brands can provide a new perspective for more business operators to explore more possibilities in the future.

To be a sub brand, the first artillery of the Amoy brand is almost all mergers and acquisitions.

In 2012, it was purchased by Han Du Yi house. In 2013, it bought and sold the city and Lady Angel. In 2014, both Korean and sham men bought several brands including Di Kui Na and Qiu Qiu, which further expanded the product line.

Amoy brand mergers and acquisitions were not initially valued.

Take the city of rink and silo as an example, the former is Tmall shop, the main national wind and designer are original, the latter is Taobao C shop, the main European and American wind and street shooting, the combination of the two does not sound so tune; but in the changing Taobao environment, the C sellers like angel city had to face increasingly high traffic costs, and the sale was also a helpless choice.

In the view of Tang Dafeng, the founder of the breakup, the acquisition was a breakthrough, and the C store was successfully switched to Tmall store, which provided an example for the latecomers.

In 2013, when it bought the city of angels, the annual sales volume of the latter was 200 million yuan, including the sales volume of Lady Angel. In 2014, the angel city turned over a 400 million yuan pcript, of which Lady Angel's sales amounted to 150 million yuan, although the figure did not meet the expectations of Tang Feng, but it was also less than the rumour of the outside world.

"There had been a couple running Taobao shop before, and after divorce, they went to court to ask for a case of pfer of ownership, because the nature of C shop belongs to individuals. It is not a company. Tmall did not operate a case similar to C store incorporated into Tmall before."

Tang Dafeng told reporters, "in the process of acquiring Angel City, we communicated with Tmall's legal affairs, and then Tmall president Xiaoyao Zi played a great role in it, and finally reached a merger."

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When the angel city becomes the sub brand of the company, the change begins.

Previously, the sales of angel city 90% came from its C store. Since February 2013, the C store in angel city has been shut down for nine months, and it has not been sold at all, and has finally completed the switch.

"This is a great migration to the buyers. For other brands, such action is not possible in two or three years."

Tang Dafeng is very satisfied with such a result.

This approach has a remarkable effect. The angel city has attracted a large number of fans with its personal charisma as its main attraction. Today, Tmall stores are designed and photographed by the team, breaking the habit that consumers have been developing for a long time.

This result has also been criticized for some time. Some people think that this is a waste of the brand image of the angel city for many years.

But for Tang Feng, angel city and Lady Angel are one of her ideal women's wardrobe puzzles.

"Cracking and silking is a strong national wind, which is the east wind. What else do I lack? The brand of European and American wind, this is Lady Angel, sweet and young brand, this is the city of angels.

Besides the commuter wind of office women, I did the same thing with Xiaofeng's favorite style.

As time goes on, there may be a brand that makes us feel. "

In the same way, the change of initial language is not so significant.

In the creative industry park of Haizhu, Guangzhou, both the initial language and Yin man belonging to sinomi group and other brands living on the left are not in the same building office. In the eyes of Fang Jianhua, founder of Yin man, the sub brand must be differentiated. "I have no specific business in the group. It is more like a teacher's role. If every brand needs me to manage it personally, it is all Yin man."

In October 2013, the initial language was formally incorporated into the Hui Mei Group.

As early as 2012, Fang Jianhua came into contact with Taobao's C store kapok paradise, because it was attracted by its unique design style and strong brand spirit of its founder.

Eventually, kapok heaven joined the sinemi group, renamed the initial language and shared the supply chain and marketing channel of Inman, but its design and operation were completely independent.

In 2014, "double 11", the sales volume of the initial phrase in women's clothing category increased from eighth in the previous year to fifth, which is a very satisfactory result for Fang Jianhua.

Fang Jianhua, who has tasted the sweetness of M & a brand, is also starting to build a self created brand, which is now living on the left.

In fact, living in the left is originally a sub series named "only product" in the flagman store. After contributing about 10000000 of sales, Fang Jianhua decided to rearrange the series and create an independent brand.

"At that time, I thought the most real idea is that people have a stereotype about the Amoy brand and feel it is very cheap. I want to be a high-end brand, and its price is much higher than that of the traditional brand, so I want to see if it will succeed."

Fang Jianhua told reporters frankly, "my idea is to be a one, and follow his own routine, not to make a brand.

Now the three scores in the left store exceed 4.9 points, which is the most intuitive evaluation of consumers.

From the end of 2013, we began to prepare for it, and formally launched it in March 2014.

Qing Lan, who lives on the left, is responsible for the study of members of the company.

She found that

There are some customers in the customer base who have higher age and consumption level. When she explores the demands of the group, she will live in the high-end custom brand provided to independent women.

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In the early days of the birth of the brand, there were two brand slogans on the left: "close to me to the left" and "no duplication of handwork". Finally, Fang Jianhua decided to set the latter.

China's economy is developing rapidly, and many brands and enterprises are pursuing rapid expansion. They are making clothes in a mechanized way, while the survival of some traditional artisans is very difficult.

Consumers' perception of handcrafting and machine making is quite different, so the "non replicable handcraft" is more memorable and more consistent with the left brand attributes.

Different from the practice of Yin man, living on the left did not adopt the mode of explosive production and single reproduction, but limited sales. Some styles may only be 50 or 100 pieces, and they will be sold out.

This is a very meaningful attempt in Fang Jianhua's eyes. He thinks that the way of hunger marketing is easier to win over high-end consumers. "We may try a series of customization in 2015, instead of mass production, but do limited edition things."

In such a marketing way, living on the left attracts a group of guests who are not expected to be clear: they are not the white-collar workers who were originally imagined, but the senior managers of the enterprises, who have decent living and high consumption ability.

Living on the left has adjusted the original version to make it more in line with the size of the population.

In order to maintain these customers, life has launched many offline activities on the left, inviting them to shoot lots in Guangzhou's studio, and cooperate with fashion magazines to hold hand-made experience activities in Shanghai, Beijing and other cities.

Similar details also include sending handwritten letters to customers, personalized feedback to customers, elaborately packaging and hanging cards, etc.

As a high-end brand with a customer price of around 1000 yuan, the conversion rate of living at the left in the early stage of the shop is about 30%, which is totally unable to compete with those brands that won the price.

"Besides Tmall, we also set up shop on other platforms, but the conversion rate of users is not high.

We will refine our size table and strive to achieve a conversion rate of 40% or even higher.

Sunny LAN told reporters that living in the left may be small profits in 2015.

Compared with Fang Jianhua's idea of "becoming a one", Tang Feng did not think too much about the establishment of a high-end brand, lotus.

In fact, because Tang Feng only likes big long skirts, the original design of cracking silk is very popular.

But later she found that consumers' demands were not so, and the split version began to become practical.

As a result, lotus can become a product of soup and big wind to satisfy the demands of self. "I can not use the cost, do not need to control the fabric, do not need to be practical, and can use expensive silk fabrics."

When it comes to Lian Chan, she looks very excited. "I started cracking and silking in 2006, and it has been 8 years since then. When a group of consumers grew up with me, they might change their shape and need to cover up the fat on their arms and stomach.

At the same time, their mentality and ability to pay have also changed. They need something more elaborate, more special and less. This is what I want with them, so there is lotus. "

Not only that, but because of decorating, there is a home textile brand, because it is necessary to buy men's clothing for their sweetheart, so there is no pool, because they have to prepare clothes for the child to be born, so they have split clothes.

In the eyes of Tang Feng, when she was making a brand, she only considered two points: "want to do" and "will she die too ugly"? She insisted on making enough good products and attached to the price that ordinary people could bear.

It is precisely because of this, Lian Chan did not work hard to cry out under the circumstances of the soup has been satisfied with the sales volume.

Although sales were good, Lian can still make a loss, which was within Tang Dafeng's expectation: "sometimes I will consider the market. A brand can support its own team. Other brands can do it. Only lotus has high cost, low gross profit, and very small amount of money."