Amoy Brands Actively Seek A Way Out, Develop More Ways And Seek The Way Of Butterfly Change.

The choice and rebirth of Amoy brands

Choice one: being bought and holding thigh

La Natsu Bell announced recently that the company will work with the Internet. Clothes & Accessories The retailer, Hangzhou's Agel Ecommerce Ltd (Amoy brand "seven grid" parent company) entered into a equity spanfer agreement and a capital increase agreement, and acquired a total of about seven of the seven registered capital with a total cost of 200 million yuan.

After the acquisition, the seven grid founder Cao Qing said on micro-blog, "seven grid started in 2009, I put a lot of energy on the supply chain, and I have been suffering from inexperience. And in winter, I have neither strong performance price ratio nor enough quality to tell you a few categories, so I chose La Natsu Bell, and honestly, I really need them. Cao Qing, for example, said, "the 80% styles of this spring have to be pre-sale, but the factory can only produce that quantity." Careful observation, in fact, the demand for factories Cao Qing has been confided in micro-blog many times.

Seven GG was founded in 2006, but it began to make its own brand in 2009. It realized sales of 30 million yuan in that year. It realized sales of 150 million yuan in 2010. It achieved 500% growth and became the fastest growing of Taobao online. Women's wear Brand. But this speed did not last. From the figures already published, the sales volume of "double 11", seven flagship stores and iaizo flagship stores in 2012 were close to 40 million yuan, ranking eighth in women's clothing category in 2012. In 2014, the seven grid said before the "double 11" that Tmall store had to hit 35 million yuan sales. It can be compared with last year's "double 11", for example, the total sales volume of the Korean brand clothing group, which is the highest selling brand, reached 280 million yuan, and the sales volume of Han Du she flagship store was over 199 million yuan. The distance between the first camp and the first camp of Amoy women's clothing is gradually widening. Although survival is not a problem, the development is constrained. Holding La Natsu Bell's thigh just to make up for the short board of the supply chain is not a bad thing for the long-term development of the brand.

Journalist observation: for the Amoy brands that have developed rapidly from scratch to small to large scale in 35 years, most of them experienced the process of getting goods from the market, processing small factories, establishing cooperative relations with many factories, and even building a small number of factories themselves. Compared with the traditional clothing industry, the Amoy brands did not have a perfect supply chain system, which led them to go faster but less stamina. Especially in the women's clothing industry that pursues quick response and flexible supply, the first volume is smaller and the return is faster. The perfection of the supply chain directly determines how far the brand can go.

Choice two: quoted capital for listing

In fact, La Natsu Bell bought Amoy brand seven grid is not the first acquisition in the country. In August last year, in the special announcement, the company announced that it would increase its investment in three women's brand names, namely, "Mai Mai", "Hei world" and "Yun Si Mu", with a total investment of 72 million 510 thousand yuan. Compared with tradition clothing Brand takeovers, the big fish eating small fish between the Amoy brand and the Amoy brand are more frequent. It is understood that the Korean clothing shed bought the middle-aged and old women's clothing brand, Ai Mo, Diquina. Yin man bought the first language, cracked the silk and bought the angel city, Lady Angel and so on. The above three companies are considered to be the top three brands in the current brand name, and their sales figures in 2013 have exceeded 1 billion yuan.

At the beginning of this year, according to capital market personages, there are many brands and business service providers born on the Tmall platform. The source did not disclose the specific list of listed merchants, but from multiple sources, the Internet originals, Tmall, South Korea's clothes house and rip and silk, which have grown up from the platform of the company, should be included. Although there is no clear listing time, the listing is already under way. Zhao Yingguang, founder and CEO of Han Du Yi house, has said that the phased goal is to make Han Du Yi house into a listed company. Yin man also told the Beijing Commercial Daily reporter that Alibaba and IDG are listed in the planning.

At the same time, capital related actions also occur frequently. As early as 2011, the Korean capital has already reached a ten million dollar financing agreement with the well-known venture capital IDG. The same year, it has acquired about 10 million dollars of Sequoia Capital and Jingwei venture capital. In February last year, Yin man received IDG capital, Alibaba and other tens of millions of dollars A round investment. In September of last year, "StarVC", launched by Huang Xiaoming and other stars, announced its investment in South Korea's clothes house.

Reporter observation: whether it is sales figures or brand valuation, these enterprises have long been rid of the label of Amoy brands, and the Internet brand on the bigger is their correct positioning. There is no doubt that the possibility of the birth of a listed company in the Internet brand, but the successful listing of the brand does not mean that the brand will succeed once and for all. After the listing, enterprises will inevitably be accompanied by more supervision, and the pressure of business development will obviously face more pressure. Therefore, we should rationally consider the listing of Amoy brands.

Choice three: doing substantive channels

In addition to holding thighs and listing, some of the Amoy brands are seeking pan channel operations, including Mcglaughlin, dream bazaar, rip and silk, and naughman brands. They have opened physical shops under the waterline, and the layout of the whole channel has been highlighted from electricity suppliers to shop operators, from online to offline. However, after encountering the high cost of offline retail market and the difficulty of synchronizing online and offline energy, their physical store strategy has changed to some extent conservative.

According to the Beijing Business Daily reporter, many Amoy brands have entity complex, hoping to enhance their brand image through online and offline linkage. Clothing brand Emann is one of them. In September 2011, CEO Fang Jianhua opened his first physical store in Guangzhou Zhonghua square. After that, he frequently arranged two or three northern cities. Fang Jianhua took the strategy of "directly battalion" and "Affiliate" as the subsidiary, expanding the shop to more than 30. However, due to the overlap of online and offline goods, the online price is lower than the offline stores, leading consumers to eventually abandon the line and go online. The failure of the first exploration under the line, Yin man's understanding of the future O2O mode of Pan channel development is more of a level of understanding. Fang Jianhua said that online and offline integration is the future development trend, and will also consider opening shop next line.

Despite frequent setbacks at the retail side of the entity, the Amoy brands who focus on online still do not give up the offline layout. Famous brands such as Han Du Yi house, rash and silk have been retailing retail entities. Although there are few physical stores in the market, most of these brands have the ability and funds to make many trial and error, so as to accumulate a lot of experience. At the same time, Internet companies pay more attention to user thinking, better experience, better layout of physical stores and other advantages.

Reporter observed: with the traditional enterprises to enter the electricity supplier, the survival environment and rules are the same. If the electricity supplier goes to traditional industries, it will be more difficult than the former if it fails. The factors such as the traditional retailer, goods and market that are more complex than the electricity supplier environment make the development of the brand become difficult. However, along with Amoy brands have tried and wrong entity retail, how to layout the line, how to achieve online and offline linkage, to achieve the true sense of the pan channel management is just around the corner.