Seven Grid And Other Amoy Brands Survive By Breaking Their Arms.

The Amoy brand was born ten years ago, but it has already passed the golden development period. At present, the survival environment of the whole market has changed. At this point, some brands choose to be bought. Some of them seek to move to the next line. Today we are going to talk about how to deal with the difficult brands, how to survive, expand new channels, and maintain brand influence.

One of the most recent events of the Amoy brand is undoubtedly La Natsu Bell's acquisition of the "seven grid" of the Amoy brand, with a total cost of 200 million yuan to acquire about seven of GE's registered capital of about 54.05%. Seven the grid was established in 2006, but it started to make its own brand in 2009. It achieved sales of 30 million yuan in the year, realized 150 million yuan in 2010, and completed 500% growth, becoming the fastest growing brand of women's clothing on Taobao. 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 the women's brand is gradually widening. Although survival is not a problem, the development is constrained. Cao Qing, the founder of the seven grid, has repeatedly referred to the supply chain as a short board. La Natsu Bell's thighs just make up for the short board of the supply chain, which is not a bad thing for the long-term development of the brand.

In 2011, Han Du Yi house had reached a ten million dollar financing agreement with the well-known venture capital IDG. The same year, it received financing of Sequoia Capital and Jingwei venture capital of about 10 million US dollars. 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. 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.

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 goods on line and line, Online price Below the offline store, consumers eventually abandoned the line and went on line. The failure of the first line of exploration, O2O for the future channel There is more understanding of the development mode. Fang Jianhua said that online and offline integration is the trend of future development.

Many famous brands such as Han Du Yi house and cracked silk have been retailing in real retail. 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.

The above three cases correspond to the present situation. Amoy brand The three directions of development, for those who have developed rapidly from scratch, have gone through a difficult development course, much more than traditional enterprises. From the above point of view, the acquisition is, on the surface, the best choice to make up for its own shortcomings. After all, tradition and listing are full of uncertainties. But is it really what we see on the surface?

As we said at the beginning, the brand name is the trend, and the trend can not be resisted by manpower. Amoy brand and traditional enterprises to enter the electricity supplier is similar, the electricity supplier into the traditional industry is also not the same, it is more difficult than the former. But it does not mean that Amoy brands can not integrate entity elements. With the continuous testing of all kinds of industries, the O2O mode has been gradually improved, and it is believed that it will be a reference for the Amoy brands under the transformation line. This piece can be used for reference from a brand of UNIQLO, silk fashion, and so on. According to the situation of enterprises, we should seek new positioning and integrate businesses and offline businesses.

Moreover, whether from sales figures or brand valuations, these enterprises have long been rid of the label of Amoy brands, and the Internet brands on bigger ones are their correct positioning. But it is undeniable that the popularity of mobile Internet is a new trend. In addition to the way of appeal, Internet products can also be integrated into mobile Internet products. The rise of micro business is undoubtedly a crisis for the Amoy brand, and it is also an opportunity to see the grasp of the enterprise itself. We may foresee that in the near future, mobile Internet products and mobile brands will emerge.