Electricity Supplier Successfully Created Amoy Brand

With the increasing cost of acquiring traffic by Amoy brands, 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.

On the 20 day of June this year, the IPO application was submitted to the SFC, which is considered to be the originator of Amoy 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, Yu Ni Fang began to rapidly grow in all major brands.

Rise.

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.

It is regrettable that the face is frequently brushed.

However, it can not get rid of the dependence on the platform. With the rise of Tmall, the brand name of traditional brands has become weaker.

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 long overtaken those who rely too much on traffic.

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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 brand not only did not get out of the crisis in 2013, but the pains brought by the crisis still affected 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.