The Future Development Of Tao'S Brand From Its Past And Present Life

"IPO tide" in the subdivision of women's clothing is the most hot, capital will buy the account

Amoy brand capital

It has been two months since Ali set up the "listing office", which has recently disclosed the prospectus.

Almost all these months have taken an important step towards the capital market.

The onlookers' colleagues and opponents should not only understand this lively but not ponder: what is the brand of the Amoy brand and why is it favored by capital?

50 Amoy brands are coming to market.

Two months ago, Ali Tmall's "assisting businesses listing office" was established by the joint proposal of Amoy brand. Its duty is to help build a communication bridge between merchants on the platform and brokers, exchanges and other brand electric business enterprises that are already on the market or will be listed soon.

Within two months, three squirrels entered the IPO tutorial period, and Han and Du were planning to land on the new third board and the growth enterprise board.

Recently, the prospectus of gem's parent company, Mei Mei Group, also appeared on the website of the SFC.

This may be just the beginning. The queue for Amoy brands queuing up is still long.

Earlier, according to incomplete statistics, Tmall platform has more than 50 enterprises launched IPO plan internally.

In May 9th, many electric companies went to the Shenzhen Stock Exchange to participate in the activities of "Ali platform merchants entering the Shenzhen Stock Exchange", and also exposed many list of e-commerce companies with A share financing dreams.

Sharp eyed DT Jun also found that, because of the heavy money photographed Papi sauce advertising fame war beauty beauty makeup, really ambitious, seemingly ready to go to A shares financing ready to get more than a few Papi sauce!

Most of them know little about Taobao.

Nowadays, successful brand names are also built on the high cost of laying the pipelines on the line, but they hit the good time of online rapid development.

In 2008, Taobao mall trial operation, then the traditional big brands are not keen to enter Taobao, the mall finally attracted a number of newly created, no entity channel of small and medium-sized enterprises.

Just like the super girl draft, Taobao selected the first batch of Amoy brands according to the order quantity: "the original brand of Taobao jointly recommended by Taobao mall and consumers", and the concept of Amoy brand was born.

By 2010, Taobao launched more than 80 Amoy brands, backed by large platforms, and most of the brands have grown by more than 300% annually.

In 2012, Taobao mall officially changed its name to Tmall. The Amoy brand was officially renamed "Tmall original" later, and owns 122 Amoy brands.

With the support of Alibaba, the maturity of Taobao, the dividend of Tmall traffic and the group buying activities, the brand has been growing rapidly.

For example, in recent four years, the core brand business revenue continued to grow. In addition to Yin man, the newly hatched brand name grew more rapidly:

Although the three squirrels were late, sales in 2015 exceeded 2 billion 500 million yuan.

In three years, three squirrels owned about about twenty million owners, and their repeat purchase rate at flagship stores reached 50%.

These are enough to make the offline retail brand look jealous.

Maori high turnover high, these are the capital dishes.

Taobao sells well for all to see, but if you want to get the favor of capital, you have to see the comprehensive hard power.

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Take Hui Mei as an example, although the gross profit margin has declined in recent years due to the expansion of category, it is still higher than Semir, Mei bang and other traditions.

Brand.

From the perspective of operational capability, compared with the line, Han Du's inventory turnover rate is obviously higher.

But this is also related to the flexible supply chain built by Korean brands such as Korean capital.

This emphasis on rapid response, customer oriented supply chain management mode will feed back the needs of customers to the supply side, greatly reducing the risk of hoarding.

Of course, this is also very much related to body mass. These listed brands are basically half or lower under the traditional line.

Small volume, relatively easy to turn around.

There are exceptions. Although the newly announced Sini Mei has built a consumer oriented supply chain, the advantage of the supply chain has not yet been played out because of the slow speed of the new brand in the pitional period and the low turnover of accessories and household goods.

The online sales mode of Amoy brands is mainly B2C, compared with the traditional mode of clothing wholesale and retail under the traditional line, the first angel returns more timely, and the credit sales amount is smaller and the cycle is shorter.

Due to the rapid development of the affiliate mode recently, the turnover of accounts receivable is no longer ideal as pure online brand.

Or women's clothing is the hottest, but at least those positioning subdivision.

In fact, many of the Amoy brands have been eliminated in intensified competition.

DT Jun noted that these "surviving" Amoy brands were mostly large market share holders of a niche market, that is, to some extent, "small":

Han Du Yi house as a Korean family

The number of Representatives has always been the direction it pursues, and the women's clothing of the split and the Yin men has also avoided the competition of the trend dress under the line, mostly with the national spirit and the literary and artistic fan.

From the consumers' portrait, we can see that these brand names are aimed at personalized market segmentation.

The main consumer groups of Han dresses are younger, and the Korean brand celebrities invited to endorse them are also completely in line with the tastes of their customers.

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Consumers of rip and Yin have larger age span, and there are obvious differences in the location of fans who prefer their respective brands.

After getting the money, do you still want to make a line?

In the post Amoy brand era, the survival of traditional brands and online competition intensified, and the survival of Han, rip and Yin men was closely related to the strategy of early mergers and acquisitions and the development of sub brands.

In 2011, the men's clothing brand "no pond" was created in the 2011. After buying the brand name angel city and Lady Angel in 2013, it created another five women's clothing brands and two children's wear brands.

Nowadays, Han Du, the main Internet brand eco group, has bigger stalls.

After acquiring the brand name in 2012, Han has established more than 10 independent brands, such as AMH and Nana's diary, and began to cooperate with the brand to launch its business. Now it has about 30 sub brands.

In addition to incubating similar women's clothing brands, Hui Mei opened up in 2014.

And accessories business, in 2015, bought the "five bean" brand to enter the children's shoes business, and founded the "HOME" brand.

Judging from the revenue structure of various categories, compared to the other two, the contribution rate of women's clothing to Korea has begun to waver.

In addition to Han Du's choice of abandonment, the key strategy of today's China is to expand the offline channels.

In the past three years, the revenue generated by offline mode has accounted for 0.55%, 0.61% and 0.28% respectively.

The decline will not affect the distribution of silk and the attention of offline channel construction. In the future, the funds raised will also be allocated fifty million for offline brand channel construction projects.

In 2015, after launching the "Yin man + thousand city stores", the revenue of the first year line reached 2.01%, and the first investment project after the issuance of the fund was to build O2O and build a sales channel with a full channel.