Amy Brand Intends To Smash Money Into The Line, But Can It Succeed?

In traditional

When the flagship store opened on the Internet, the Amoy brands opened their shops online.

On the night of November 23rd, Hongkong New World Department announced its cooperation with the online fashion brand of the Hui Mei Group.

The latter will open a number of offline stores in the new world's retail outlets.

Under the pfer line

Speaking of the name of Hui Mei may not be familiar with people, but if you mention the brand name of Yin man and Chu Yu, many shoppers will be familiar with it.

In 2014, the two brands in the double eleven women's clothing sales ranked the top ten, and time pushed forward for another year, and the eleven sales ranking of EMMAN is the first of all women's clothing category.

It can be seen that there are still many consumers of the brand.

At the beginning of this year, the Hui Mei group had invested 324 million yuan in clothing listed companies.

Since then, the company has been acting very frequently.

In June, Fang Jianhua, chairman and CEO of sinemi group, announced that it would launch the next line store investment plan. It said it would open to 10000 stores in 1000 cities in 5 years.

In August, the brand signed Christine Fan to endorse.

Yin man's first entity store opened in spring in October this year in Paris, Shanghai. On the eve of double eleven, Christine Fan was invited to the scene to help attract many customers.

To tell you the truth, clothing brand opening a new store is never new.

Nowadays, faced with the overall decline of traditional channels, new entrants need to find a breakthrough point to attract attention.

Unlike the general brand clothing store, O2O is not only buying clothes, but customers can enter the shop in addition to shopping for coffee, magazines and handwork.

At the same time, the brand side has opened up the platform under the online and offline platform. Consumers can buy the two-dimensional code through the scanned goods, then choose to make the online delivery, and do not need to carry the big bags in person to continue shopping.

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According to Yin man's view, the prices of all goods under the line are uniform and the renewal speed is consistent.

But many industry insiders point out that the above plan looks good, but in reality it is hard to do so.

First of all, Fang Jianhua's plan for offline stores is to set up shop in addition to the brand owners.

To put it bluntly, this is the franchise mode of traditional clothing store.

"Why does the traditional clothing industry fail to do business well? Because too many franchises, it is difficult to unify the retail price.

Once the official line is discounted, the franchisee will definitely protest.

Hu Jindong, deputy general manager of the electricity supplier group of Han dresses, believes that traditional clothing groups such as silk and La Natsu Bell are only a few of the clothing brands. They are all directly operated, so the price can be unified by the group.

Besides, this brand has been working in traditional channels for more than 10 years, and the foundation is very deep. The new brands born online are hard to compete with such traditional brands.

Big pressure

It is also said in the industry that these brands, which were born on the Internet, were opened under the "sudden" pfer line, and Tmall introduced a large number of traditional brands.

Channels, these big brands rely on the advantages of online and offline linkage to form a squeeze on the survival space of the brand.

Zhu Youting, the host of Phoenix Satellite TV, has publicly complained that Taobao's double eleven is still pushing the original designer brand last year, but this year it will be completely international.

Combing the ranking of Tmall's double eleven apparel categories in recent years, it is found that such a trend has emerged.

In the 2013 Tmall women's wear, the offline brand has been evenly matched with the brand name, with 5 seats in the top 10 sales.

And last year's double eleven, the former continued to show strong, UNIQLO ranked second only to Korea's clothing house in second, the traditional brand occupies 3 places in the top six, and is equal to the Amoy brand, while the men's wear is even more serious. The TOP10 list has no trace of the brand name, and the offline brand "unified the world".

By 2015, UNIQLO had taken the Grand Slam of the entire dress category, while in the top five list of Tmall's women's wear, only one Korean brand was left behind, and the rest were traditional brands such as rapperbell, only and oz.

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Hu Jindong also noted this trend. "Next year these traditional brand sales and rankings should go up."

But Han Du Yi house is still reluctant to open shop. "Because we are completely unfamiliar with the offline mode, you need to invest a lot of money and manpower to open a new store.

Now the sales volume of ten million can be achieved by one million on line.

In Hu Jindong's view, offline brands are easier to drive online than online brands.

However, he is optimistic. "After all, there are so many stores in traditional brands that it is impossible for them to move online.

They should be hesitant to measure the two.

Experience is king

Or under the pressure of traditional clothing brand competition, so brands such as Ryan man began to find new outlets, so they began to shop offline.

"Clothes still need to be tried, touch, we need to bring customers to the line to experience."

Fang Jianhua said.

But how much we open, how to open and how to play, and whether we can finally find a place under the fierce competition online remains to be seen.

As Hu Jindong said, for traditional and new brands, the process is a long - lasting battle.

But for those traditional department stores and shopping centers, maybe it's good news.

Consumers seem to have "antibodies" in the face of traditional discount sales.

But if there are more new faces, it may bring more traffic.

At least for now, for spring in Paris.

Our parent company's new world department store official said, "although our usual year-end promotions are after eleven pairs, we act as offline channels. Our efforts are no less than online. The most important thing is that our suppliers (store brands) now take part in the new season's activities.

This year's new products account for about 70%. "

The person in charge thinks that the new O2O experience store can bring people flow and people will have curiosity and desire to buy new brands.

In the spring of O2O new store in Paris, about 20% of the revenue came from the shops.

But the latter is not worried that people will switch to online shopping in the future.

The new world leader said that the newly established O2O mode is: as long as it is scanned in the spring store of Paris, the identity information will be automatically recognized by the background and then put into the sales system of the store.

That is to say, as long as the first purchase is made in spring in Paris, it will still be included in the sales volume of the store when it is purchased again in the future. When the settlement is completed, the mall can still deduct the royalty from the proportion stipulated in the contract in each paction volume.

"For the time being,

The sustained gains are quite significant.

In the future, we will expand new businesses in this way, and the first choice is clothing enterprises.

She said.

A revolution has begun.