The Half Brand Of The Amoy Brand Needs To Be Snatched Away By White Traditional Brands?

This year's double eleven, with the strong list of UNIQLO, the new Internet power represented by Han Du Yi house, Yin man and broken silk is under heavy pressure.

With double eleven women's clothing TOP10 ranking from the top three of Internet brand to the traditional brand, who will meet the future and who will face the crisis?

With the increasingly fierce competition in Tmall's traffic resources, the traditional brand's brand influence and resource advantage appear.

In the future, small and medium-sized clothing brands do not bet on double eleven, do daily sales well.

More famous brands need to strive to gain more market dividends by raising their rankings, and making more efforts in commodities may bring more returns.

This year's double eleven, women's wear TOP10 ranking changed significantly, the traditional clothing brand is becoming stronger and stronger, ranking is generally rising.

UNIQLO is the first of its kind, and the VERO MODA of Taiping bird is the top ten.

Correspondingly, the Amoy brand has been reduced by 2 from 6 in TOP10 last year, from tenth to sixth, while Yin man and Artka have dropped from three or four to ninth tenth.

1, the overall clothing brand of billions of dollars has increased substantially, and the overall sales volume of traditional brands has exceeded that of Amoy brands.

There are several reasons for the increase in sales and ranking of traditional brands.

Huge brand awareness: the top 10 of the traditional brands sold are all brands with strong influence online. The size of the brand influence directly determines the size of the brand double eleven sales scale.

Two or three line brands want to enter the first tier needs to invest heavily in brand marketing, commodity operation and so on, and accumulate for a long time.

Traditional brands are larger in size, larger in stock and larger in volume. They can take part in the "ten one" variety, and the number of stocks is generally better than that of online brands. Inventory adequacy is also one of the reasons for the rapid growth of the traditional brand eleven.

Platform traffic support: as the traditional brand has a large number of offline customers' influence, the platform has increased the exposure and flow support for these brands in double eleven, hoping to attract these offline customers to online purchase.

Generally speaking, traditional brands have certain advantages in obtaining platform resources.

Operation and marketing level: the online operation teams of traditional brands mostly have 2-3 years of operation basis, and their operational capabilities have gradually improved. The problems of marketing, logistics, customer service, system and so on, which restrict the traditional double eleven performance of the brand, have been solved. The shopping experience has also promoted the performance of double eleven.

Based on the above reasons, it can be predicted that the share of traditional eleven brands will continue to improve next year.

2, user orientation

After the migration, eleven of the small and medium businesses were dismal.

Tmall double eleven mobile terminal accounted for nearly 72% of the day, with the migration of users to the mobile terminal, the flow of the entrance reduced, the brand exposed difficulties, directly led to small and medium brand customers compete with big brands are in the wind.

Most of the small and medium-sized brands in this big promotion performance is bleak, traffic flow is serious.

In addition, the Amoy brand distribution system is being hit hard, and the overall sales are concentrated to the flagship store.

In the future, brand concentration will increase, and the survival space of small and medium-sized brands and small and medium-sized sellers will be squeezed.

Double eleven will become a big brand carnival, small and medium-sized brand sidelines.

3, the sales volume of casual and international fast fashion brands is faster than that of the overall market.

ZARA participated in the double eleven for the first time. The first hour was stunning. Due to the serious shortage of inventory, its overall performance was greatly restricted.

UNIQLO ranks first in women's wear, men's wear, children's wear and underwear category, with obvious advantages.

The Korean clothing and love group's brand performance is better than the market.

Leisure brands such as Semir and Mei Bang increased significantly, and the share increased significantly, which may be related to the increase of the right to speak in the online consumer groups.

With this trend, good days for leisure and international brands are yet to come!

4,

More rational, commodity quality determines the scale of brand sales.

Depending on the brand influence, the mode of selling stocks has been declining. This year, Lok ting and Eve Li, who have performed well in women's clothing, are relying on the new products of the season, the right depth of stock and the reasonable price to win customers' favor.

Although Mo&Co and Dazzle have higher unit prices, they are still recognized by the market due to their brand influence and the uniqueness of their products.

In the future, the demand for freshness and uniqueness will be higher and higher.

The brand is bigger, the operation is more cattle, marketing is better, no good products will not have good performance.

5, the brands are relatively cautious.

Women's clothing changes rapidly due to customer demand, and inventory clearance is difficult in the past quarter. Due to women's physical factors, the return rate is higher; the overall women's wear brand is relatively reasonable and prudent.

Assuming that according to the quarterly sales of 75% of the brand, the overall inventory sales rate of double eleven is even 50%, considering the late return rate of 40%, the quarterly sales rate is also difficult to reach the target.

Healthy double eleven commodity volume preparation may be considered according to the 60%-70% sales rate.