Amoy Brands Will Become The Key To Breaking Out Of The Industry Pains.

Originated in 2006.

This year's attention has even surpassed the sum of the past ten years.

If we can describe this in China

The current living conditions of the local commercial groups of rivers and lakes will be chosen by the word "end of the road", while others may choose to "optimize and upgrade".

Two relatively extreme views represent the two different views of the public on the brand name of the brand. Even now the collective capitalization has not submerged the controversy arising from the birth of the brand.

Perhaps these are the natural attributes derived from the brand of the Amoy brand, whose roots, personality, low price, low quality and their fatal weakness are strongly dependent.

The industry believes that with the increasing cost of the acquisition of traffic by the Amoy brand, improving the brand style and fundamentally changing the brand image of once cheap, poor quality and cottage will become the key to fission from the pain of the industry.

The electricity supplier created the Amoy brand.

To submit the IPO application to the SFC on 20 June this year, we intend to list the Amoy brands listed on the Shenzhen Stock Exchange's gem.

It has always been regarded as the ancestor of the brand.

And its brand growth story developed from two sewing machines in a private house in Tongzhou also represents the growth process of most of the current brands who submit IPO applications or prepare to submit IPO applications.

Tang Da Feng and Tang Xiaofeng were the two sisters who founded the company. In 2006, it was a Taobao store that only sold the ethnic costumes from Yunnan and other places. Only with the ability of the shopkeeper in photography, graphic design and other aspects, he broke his own silk factory in 2007. He had his first factory, a version Master, two sewing machines and three or four workers, and began to sell his own design clothes.

In 2007, JACK&JONES, camel, UNIQLO and other famous clothing brands still did not see Taobao, Jingdong and other electronic business platforms. With the unusual design, the rip and silk quickly came to the fore in many Taobao stores.

By the end of 2007, it had changed from a "family workshop" to a "regular army" of nearly 100 people.

Then in 2008 - 2012, the first batch of Amoy brands such as Mai Bao, Yin man and Yu Ni Fang began to rise rapidly in the major e-commerce platforms.

Some people say that in the dormitory of the university girl's dormitory, one of the ten express delivery companies was a wheat bag box, which now seems to have a rather weak sense of design.

According to the "double eleven" in 2011, the sales volume of the 109 Amoy brands on that day was 335 million 600 thousand, accounting for 10% of the total Taobao mall, and the average single store turnover was 3 million 80 thousand. To a certain extent, it could be regarded as a symbol of the brand prosperity of Amoy.

Heavy reliance on Marketing

In the middle of 2007, Taobao officially launched advertising business. In 2008, the early Amoy brands such as Yu Ni Fang and Ge ruer began to advertise in Taobao.

In addition to Taobao advertising, by the end of 2009, Taobao and Hunan satellite TV established a joint venture "Hunan happy Taobao Culture Communication Co., Ltd.".

In April 2010, one of the brand names of Hunan satellite TV, "day to day up", produced the "happy Taobao" special edition, and selected more than 10 Taobao shops of several categories for typical promotion.

It is understood that at that time, the shops that participated in the happy Taobao were preferred by Taobao's advertising business. In addition to "day to day up", Hunan TV's beauty category "I am a big beauty", shopping show "Yue Tao Yue Yue" and "happy buy" and the once hit TV drama "let's get married", "little Daddy" and so on.

And only 65 days online, its sales ranked first in Taobao Tmall nut industry, and the three squirrels in the top ten of the tea industry are familiar with the current marketing practices.

In addition to the frenzied faces in the hit drama "Ode to joy" and "good sir", the commercials of TV commercials, variety shows, and micro-blog, WeChat, forums and so on are also lacking.

This kind of marketing method, which is not yet smooth, has not only made the soft girls who like skin care and snacks enjoy the hearts of these two brands, but also made many male consumers familiar with them.

However, it is regrettable that the scouring brand that frequently brushes faces can not get rid of the dependence on the platform. With the rise of Tmall, the brand name of traditional brand is weakening, and the brand's right to speak is weakening.

Taking Alibaba as an example, the current brand of Amoy brands needs to take various kinds of advertising fees, through trains, technical services and so on, and it is difficult to get enough traffic without advertising.

In addition, Tmall's single traffic conversion cost has changed from 30 Fen to a dollar.

A person from a traditional supply chain has revealed to Sina technology that although there is no investment from offline stores and middlemen, the investment in marketing has already exceeded the cost of opening stores.

This situation once caused the online brand to try to find a way out by opening a physical store and moving towards the line.

Amoy brands face industry pains

In 2012, under the chemical reaction of the mobile Internet, "double eleven" and related policies, traditional businesses met Waterloo's achievements.

A large number of traditional brands with strong word of mouth have been touching the net. This brings the biggest crisis since the birth of the local brand.

In 2013, the data of double eleven became an important node in the development of Amoy brand. In this year, the traditional brand of Tmall women's clothing has been evenly matched with the brand name, and the top 10 sales accounted for 5 seats.

The men's clothing brand was completely defeated. Tmall's men's wear accounted for only 3 seats in the top ten sales in 2012, and the rest were traditional brands.

By 2014, the traditional brand of women's clothing has continued to perform strong in the eleven pairs of women's clothing. In the second place behind the Korean clothing house, UNIQLO ranked 3 in the top six, and remained the same as Tao's brand. While men's wear was even more serious, the TOP10 list had no trace of the Amoy brand.

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From the current several Prospectuses of the prospectus, we can see that the Amoy brand has not only gone out of the 2013 crisis, but the pains brought by the crisis still affect the current marketing data.

According to the prospectus submitted to the securities and Futures Commission by Yin men and the parent company of sinomi group, its net profit in 2015 was halved and its clothing inventories increased significantly. Its revenue in 2015 was 546 million yuan, down from 579 million yuan in 2014 and 688 million yuan in 2013.

In addition to the competitive pressure brought by the traditional brand of touches, the decline of online shopping dividends and the slowing down of economic growth and the weakening of consumers' consumption capacity also pose a challenge to Amoy brands.

An investor in the investment industry revealed to Sina technology that investors are worried about the future of the Amoy brand when they choose to go public. That is, once the brand is defeated in the traditional brand game, the valuation is bound to decline.

A person from the clothing industry also believes that the current online bonus period has become the past. In the post electricity supplier era, the cost and threshold of the brand is getting higher and higher.

He said that after the brand was listed, how to increase the brand connotation, enhance product quality, exert the spirit of craftsmen, and change the brand image of once cheap, poor quality and cottage will become the key to its completion of fission upgrading.