Amoy Brand Seeks New Growth Points For "Off"

Based on the Taobao platform, the brand of the main sales channels is also known as the brand in the industry.

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In recent years, Amoy brands have come together to hit the market, or the layout line stores, or the whole channel layout, or brand.

Go to the "Tao" action frequently.

Grafting the capital market has won a "boundless and boundless sky" for the sake of "Amoy".

Recently, the SFC announced that "brand name".

Mei Mei Group, a parent company, formally applied to the China Securities Regulatory Commission for public offering and listing on the growth enterprise market.

The company intends to issue 80 million shares to the community, with a total share capital of 320 million shares after the issue. At the end of June, it also filed a IPO application to the securities and Futures Commission on the electronic business platform of the Ali business, which is to be listed on the Shenzhen Stock Exchange's growth enterprise market.

With the rapid growth of Internet brands, according to incomplete statistics, more than 50 enterprises on Tmall platform have launched IPO plans internally.

It is worth mentioning that, due to a large wave of Internet brands coming to the market, Alibaba's Tmall platform has also set up an "office for assisting businesses to list" to serve the Internet brand listing.

Deep tillage industry has been familiar with the difficulty of brand operation for decades. Peterpan, general manager of children's shoes, believes that some of the early development of the big seller of Amoy brands has completed the accumulation of primitive funds, and completed a series of layout from product development, production, marketing, sales, channels, brand influence, ecological development and so on, and achieved good returns. Peterpan

At present, their comprehensive strength and industry competitiveness are no less than the traditional brands under the line. In addition, the electricity suppliers have more time to feel the urgency and the desire to explore new technologies, so it is a matter of time before they take the road of IPO.

The capital market is not fun.

Shen Jun, director general of Shenyang Wan Fujian region, told reporters that the listing place of Amoy brand is often new three boards, because the threshold of the new three board listing is relatively low, and it has little to do with the size of the enterprise. Whether it can be financing or depends on the competitiveness of the enterprise itself.

There are also insiders pointed out that the new three board financing is more difficult, many companies listed on the new three boards or even listed for several months, they can not really melt into the money.

Therefore, it is hard to say that the dream of a listed brand is successful.

After all, the brand of the brand is still "hanging".

Layout channels under the line, in order to remove "Tao" to find new growth points.

From Jinjiang, the brand name "men's clothing" of the Amoy brand has been busy preparing for the opening of the store in Shenyang.

Deng Youjun, chairman of Nanchang, told reporters that since the opening of the first offline store in the end of December of last year, the company has opened more than 10 stores in the whole country for half a year, and will continue to open stores in Beihai and Zhengzhou.

"We have done a set of market research, and the sales volume of children's shoes under the offline entity channel and online e-commerce channel is roughly 8: 2. It is foreseeable that when online and offline prices converge, offline channels will have more advantages for brand sales and development."

Huang Lipeng, general manager of Fujian Li Xun children's products Co., Ltd., told reporters, "next, we will launch a multi brand store with Dr.house as the brand, in which consumers can buy all the latest products of Li Xun's brand."

In addition, local famous brands such as HOO, habi bear, and Aaron castle are all looking for resources to seek expansion of offline channels.

With the local market, the brand of "Amoy" is more vigorous.

As of the end of 2015, Yin man signed 202 franchisees and plans to open to 1000 this year.

By 2020, he will open 10000 stores.

In addition, the film family, Royal restaurant, AFU essential oil and so on have their own offline shop plans.

In addition, there are still many Amoy brands coming to Amoy through comparable fashion shows of offline brands, famous IP activities, and applying for famous trademarks.

At the Haibo meeting held earlier, the GENANX lightning wave brand was the first to take the lead in leading the pformation of local traditional enterprises, and staged a dazzling fashion show, which is not inferior to other traditional brands.

"Amoy brand is the name of the industry, we will not deliberately mention, more activities and more brand endorsements can improve user recognition of the brand.

From the perspective of brand long term development, we are doing our own products and services under the standards of offline shopping malls.

GENANX lightning wave card relevant person in charge said.

Deng Youjun frankly said, in fact, no matter what form of "go out", Taobao has always been the biggest and most important channel for enterprises, and "going to Amoy" is not to say that enterprises want to break away from Taobao, but the way of operation is different from the general small Taobao brand.

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Besieged brands want to "break cocoon into butterflies"

10 years ago, relying on the advantages of traffic dividend, low market competition rate and Ali's "licensing policy", a large number of Amoy brands came into being and achieved explosive growth.

10 years later, with the upgrading of consumer demand, it is no longer necessary to create a brand name brand through several explosions.

The high cost of flow has left no sense of superiority.

"The electricity supplier industry is becoming more and more expensive, and the conversion rate is getting lower and lower. As a result, hundreds or ten million of the investment, such as rip, yin and man, can bring tens of millions or even hundreds of millions of traffic, and the conversion rate can reach tens of millions or even billions of sales, but such traffic dividends are no longer available.

Now the electricity supplier environment has changed a lot. On the one hand, the traffic is expensive and the conversion rate is not high. On the other hand, the rules of Tmall have been changing, and some enterprises have not been able to keep pace with Tmall. For example, the big stores are already selling products with live broadcast, while some small and medium-sized brands still have no way to match them, because this requires greater input, and enterprises need to measure the ratio of input to output.

Yao Daodi, general manager of Jinjiang Connie dance and bodybuilding and apparel Co. Ltd., once said that the survival of today's Amoy brands is not easy.

In order to reduce the impact of changes in the rules of a single platform, local HOO, Habib bear and Kobo brand are all in the online channel layout.

Many businessmen told reporters that the current Tmall flagship store is mostly used to support scenes, and the real sales and profit points are on vip.com and other websites.

It is difficult to cater for the rapid development of the platform.

Amoy brand, as the "crystallization of times" derived from Taobao's rapid growth period, is no longer replicable in the current competitive internet shopping market.

Even Ali, who was the biggest backstage driver after the development of the brand name, was aiming at the net red economy.

In March 1st this year, Alibaba group CEO Zhang Yong at the 2016 Tmall global business conference speech, for the first time affirmed the importance of net red.

In other words, the name "Amoy brand" has been outdated.

Tmall entered the brand invitation system. Tmall began to open hands to embrace the big brands from all over the world. Apart from three large squirrels, such as squirrels and Amman, they can get some attention. The brand names of other small categories are almost forgotten.

"In 2008, as long as a little strength enterprise can make a brand on Tmall, at that time, Xiao 2 was surrounded by you all day, giving you ideas, planning, and providing traffic.

Nowadays, for our Amoy brands, the activity of "tall on the platform" is almost impossible to imagine.

Mr. Tsai, director of a local brand, told reporters Tucao Dao.

Traditional brand squeezing, multi-channel "new" brand channel sink, let Amoy brand suffer from both sides.

When the rough growth can not adapt to the new business competition, the traditional brand enterprises begin to accelerate the embrace of the Internet and the mobile Internet, and the rules of the online platform are tilted to the traditional brand.

Traditional brands are added to the electricity supplier, consumer buying demand continues to escalate; international brands are cutting into the domestic market with electricity providers; the acceleration of competition accelerates the demand for brand quality; in addition, new e-commerce formats such as micro businesses, cross-border electric providers, and network Hong Kong electricity providers are going forward, and many new brands have been produced, making the once famous brand of many brands survive.

In many people's eyes, the Internet brand must also pass through the pformation, bid farewell to barbaric growth and enter a new stage of development.

Taking off the hat of Amoy brand can help them get more capital pfusion, more standardized management and socialized operation.

Once the Amoy brand stood in the "wind gap" scenery, today's Amoy brand "Besieged everywhere".

In the process of rapid development, many electric business enterprises can not keep pace with the development of supply chain, brand, team, marketing, product development and so on, resulting in many brands going downhill or even dying out.

"This is a competition rule that must be faced when the industry is mature. I think this is not very different from other industries."

Pan Geng pointed out that Amoy brands are "breaking cocoon into butterflies" or "vanishing", depending on whether the founder's own comprehensive ability and personal quality can develop HOLD brand.

On the one hand, the helmsman of Amoy brand should position himself well to integrate the upstream and downstream resources, and become a powerful brand with competitive strength and offline brand competition; on the other hand, find out the differentiation style and marketing positioning of the product, cut out a small piece of "cake" and make it small and beautiful; at the same time, make the price performance of the product the best and make it profitable at low price.

Reinventing the brand and reshaping "internal nuclear power"

It is called existence that is perceived.

After the traffic bonus period, the Amoy brands are no longer bright, but their Internet thinking and exploration of new technology and new channels will help them rebuild the brand's "internal nuclear power" on the road of "Amoy".

We should create a complete supply chain for offline products to achieve the brand attack of Amoy brands.

The expansion of offline stores makes the Amoy brand no longer stay on the web page, so that consumers can see it and feel it.

But in the context of the rapid rise of rent and human costs, the opening of the physical store undoubtedly needs huge capital investment as a support, and is well received by the mainstream shopping malls such as Parkson systems, Wanda systems, world trade system and Denis system. How can we remove the Amoy brand hat by opening terminal stores and increasing offline exposure?

In this regard, Deng Youjun said, at present, all the operation mode of the product is consistent with the line brand, the company has more than 150 staffing personnel, and it is not available for the general brand in the commodity partition, offline operation, market expansion, brand department and other teams.

Most of the Amoy brands do not have their own designers. Most of them sell the goods purchased from the wholesale market for sale.

The cost of product design is equivalent to that of the apparel company under the scale of 100 billion lines. There are only 15 designers, and more than 40 people in the design department.

At the same time, we also build a complete set of quality inspection equipment to ensure product quality. "

Deng Youjun told reporters.

"Customer entry time and depth of visit reflect whether the brand is really staying in the brand of the customer mind, is it able to seize the brand of the old customers, we are 3-4 times more than the industry level in this respect.

The price of products is 3~4 times that of the industry level, and the average return rate of the average daily customers is 45%~50%, which is more than 4 times that of the general brand.

Deng Youjun believes that it is precisely based on the design and product quality assurance that it can support the customer unit price, and it is precisely this kind of customer unit price that can open the shop online.

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"Peter Pan's strategy in the next 5 years is mainly to make a pition from Amoy brand to first-line brand."

Pan Geng pointed out that "we will mainly layout from six aspects, one is to increase the investment in research and development, to make the products more functional and stylized; two, to increase the input in marketing innovation, to make marketing content and socialization; three, to increase the team building, to manage objectives and militarized; four, to increase the supply chain's ultimate construction, supply chain entities to be speeded up; five to increase input in quality control and control, QC team to check the quality of each pair, six to increase investment in functional technology, and now, together with some raw materials factories, explore and develop some internal materials that all contact with feet, and create" comfort "to the extreme.

In fact, no matter what stage the Amoy brand is in, what kind of "Amoy" way to adopt now, in the process of choosing to "Amoy", the reconstruction of the supply chain relying on traditional electricity supplier channels is the root of "scouring" and the key to success or failure.

Small step to run quickly, cater for the mobile business information and consumer fans, speed up the Amoy brand to "scour" speed.

A well-known local online brand director Wu said, "our brand style is relatively small, so there is no offline shop plan in a short time.

For brands like ours, which are still at the initial stage of growth, the road to brand is not urgent. We can only provide our customers with better services as far as possible.

From the perspective of vision, product quality, pre-sale and post service, we slowly upgrade and precipitate, and remove the hat of "Amoy brand" through the return of quality and service.

It is a clear understanding of this situation that Connie's bodybuilders and costumes this year, while maintaining the sales of Tmall platform, took the initiative to work on the three vertical platforms of baby tree, Bei Bei net and roll skin net. At the same time, community marketing began at the end of last year, and through multi platform coverage to seek better development.

"The company's products have been improving and upgrading, and a large part of the reference is derived from offline rather than online.

Through the ups and downs of the electricity supplier industry in recent years, we feel that the vitality of offline enterprises will be much longer than that of online businesses. "

The combination of online and offline is conducive to the long-term development of Amoy brands after "Amoy".

"The future does not favor the pure electric business enterprise, because the pure electric business enterprise either dies in the stock, or dies in the service.

All customers from more than 10000 to more than 100 people, his case is worth the electricity supplier to think.

Yao Daodi said that the current electricity supplier and traditional channels are gradually merging, and the layout at the same time is a trend.

In this process, the advantages of traditional enterprises will be greater if they go offline. Most of them are products, and the quality control will be much better than online.

In addition, offline channels can really provide references for brands in many aspects such as consumer experience and data precipitation.

"I feel that there is no difference between the brand and the offline brand in the future, that is, there is no conflict between them."

Pan Geng believes that for every brand, e-commerce is a very important channel, whether from sales or brand exposure.

As long as your company is doing well differentiated or functional good products, it can solve the needs of consumers or improve the pain points. Even if you are a brand born from Taobao, it will be sold by consumers to offline or micro businesses.

In the process, Taobao is regarded as a large market for consumers nationwide, with relatively low threshold and trial and error costs, and a large number of consumer data acquired through the platform. For creative projects or newly established brands, it is still a good choice to build Taobao cards.