Second Line Amoy Brand Is Fighting Like This!

They were born in their respective ages and had different backgrounds, but on Tmall, they used their respective advantages to deduce completely different development paths.

They are very different in style but have the same proper noun.

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In June 2016,

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IPO has begun to compete for the first brand of the Amoy brand.

There is no doubt that they have become brand names.

This time, we will move our eyes forward and pay attention to a group of second-line Amoy brands who are struggling to run.

In fact, there is no standardized index for the distinction between the second and second brands, but a subjective judgment.

This time, we define the second-line brand from the three dimensions of growth speed, scale and brand power, and find four types.

1. Brand veterans from the first line to the second tier.

After abandoning the aura of the first line, they deepen the cultivation of brand and value a healthy way of existence. After undergoing a series of adjustments and changes, they are waiting for a chance to overtake in a bend.

Here is a story about the rebirth of the seven grid and the return of Ou Sha.

Seven grid: after seven years of itch, the growth of the seven grid is accompanied by the epitome of too many brands.

Once occupied a very brilliant flow, but because of failure management, fierce competition is hanging by a thread.

In the dark, the founder Cao Qing tore open a crack, drastic reform.

Osa: This is a brand that has been regarded as a miracle. Since 2008, it has been the champion of Tmall women's wear for four years in a row. Not only is it far ahead of the original brand in the Internet, it also surpasses the traditional brands that have just touched the net at that time.

In 2014, the rapid expansion of ossa fell into the predicament of stopping the growth of its performance. After a year of internal adjustment of "scraping the poison", the ten year old Amoy brand wanted to lead the industry and recreate its brilliance.

2, the first generation of Amoy brands "rich two generation".

Behind the brand of Han Du Yi house, Yin man and rash silk, a long series of sub brand clusters have been hatched. From the beginning of their birth, they have rich resources, so that they can lead the race as soon as possible.

Here's the story of living on the left.

Living on the left: rich son brand, attracting customers through the way of "not making money", the high rate of single purchase and high repetition rate has grown to over 100 million scale in less than 2 years.

3, from the three or four tier growth to the second line brand of dark horse.

The appearance of dark horse is easy to make people surprised and unexpected. When they rush all the way, they have more courage to brag.

Here's a story about marma and egg tarts becoming a dark horse.

Marma: a scamper broke into a dark horse.

He made a wholesale pformation from offline to online brand, relying on its own supply chain and the accurate grasp of the explosive payment and brand style.

But there are sweetness and annoyance behind it.

OMONT: it resolutely abandoned golden crown shop, but spent a year breaking through in the brand stack.

OMONT relies on strong commodity control and store management capabilities.

4. Subdivision category champion brand.

In the eyes of the champion of the subdivision category, accidental luck is the biggest factor and the most unstable factor.

After gaining the status of rivers and lakes, they still need to return to the essence of products and brands.

Here is the story about aza, Qi Mei Cheng subcategory champion.

Aza: how to make the first place of the women's package brand? Learn fast fashion, innovate continuously, roll out new, and step on the trend node.

Qi Mi: there are too many contingencies in the eruption of Qi MI.

In essence, it has nothing to do with the brand itself.

Relying on industrial advantages, Qi MI from the stalls to pick money, pick up goods, use light mode to quickly open sales.

After gaining a certain status in a single category, Qi Mi needs to rethink the significance of the brand, because only in this way can he have a longer life cycle.