What Kind Of Ebb And Flow Have The "Amoy Brands" Experienced In These Years?

Recently, the famous Amoy brand.

Listing the new three boards has become the first stock market of Amoy brands.

Coincidentally, before that, dozens of companies, such as Yin man, rip off silk and three squirrels, launched the listing process with the label of "Amoy brand", and some even handed in the prospectus.

The times are changing rapidly. How did the "Amoy brands" have experienced the ebb and flow in these years? How did they go on the road of listing?

In 2006, Tang Dofeng and Tang Xiaofeng, who engaged in graphic design work, panned a group of ethnic costumes from Yunnan and Nepal, and began selling them in the ascendant Taobao.

Thanks to the ability of the two sisters in photography and graphic design, the Taobao shop soon became famous, and in 2007, it had its first factory, a print master, two sewing machines and three or four workers, and began to sell its own designs.

The name of this shop is "split silk", which is considered by many to be the originator of the brand.

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

After that, brands such as rip and silk, which started on the Taobao (Tmall) platform and are also sold online, are known as "Amoy brands".

In the following years, a group of Amoy brands such as Mai Bao, Yin man, and Han Yi she started to rise rapidly in the big business platforms.

It is said that in the dormitory of the university girls' dormitory, one of the ten express delivery companies was a wheat bag box, which now seems to have a rather weak sense of design.

In 2011, the "double eleven", when the 109 brands of Amoy brands clinch a total of 335 million 600 thousand yuan, accounting for 10% of the entire Taobao mall.

On average, the achievement of 3 million 80 thousand single family stores has become a symbol of the brand development.

The rapid development of mobile Internet and the outstanding achievements of "double eleven" have given a lesson to traditional commerce.

In 2012, a large number of traditional brands with strong online reputation have been "touching the net". The "online brand" brand on the long line has encountered the biggest crisis since its birth.

Also in this year, Taobao mall changed its name to Tmall and began to tilt its traffic resources to the big brands, making the Amoy brand encounter double extrusion of brand and traffic.

At that time, many Amoy brands were immersed in the "price war". They hardly considered brand factors and supply chain capabilities. They lost sight of the flow advantage.

In 2015, the "seven grid" brand of the women's clothing brand was once more than 50% of the traditional clothing company rattan Bei Er. It was interpreted by the outside world as a miniature of the development crisis.

In 2015, "double 11" was the top seller in the field of Tmall women's clothing, and the top five of the top brands were from Korea's clothes house.

Liu Shuang, founder of NOP, said that the Amoy brand has entered the shuffle stage. "Now the top ten men's brands in Tmall are all traditional enterprises. The brand is not only squeezed out of the top ten positions, but also appears to be stagnant or even declining.

This was unthinkable 3 or 4 years ago, when the Amoy brand occupied the top ten of men's clothing.

Liu Shuang said that similar to men's clothing, these brand oriented products, the brand has been defeated.

Breakout: relying on platform or independence?

As early as the end of 3 this month, 10 squirrels, including three squirrels, Han Du Yi house, Yu Mu Fang, Han Hou, October Ma Mei, AFU, and puppy electric appliance, were listed in the Alibaba's joint petition.

In April 26th, Tmall platform announced the establishment of an office to assist businesses in listing, helping businesses on the platform to build bridges with brokerages, exchanges and other brands of e-commerce companies that are already on the market or will soon be on the market.

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.

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

However, the new question is whether the Amoy brands that are listed on the platform will continue to rely on Taobao, Tmall and other platforms, rely on traffic support, or be completely independent independent brands?

At present, the Amoy brand with strong operation ability has begun to try to find a new flow supply from Ali's mother, but most of the brands still rely on the traffic of Tmall Taobao to "feed".

South Korea's clothes house, three squirrels, split silk, Hui Mei and Lin's wood industry developed better Amoy brands, and began to expand the offline market, but the result is not necessarily satisfactory.

In addition to the development of Han Du Yi's exit line, the rest of the family also have their own bitterness.

In March 2015, Yin man put forward the O2O plan of "thousand cities and ten thousand stores". The turnover was 22 million 980 thousand in the same year, accounting for only 2.01% of the total revenue.

Cracking down on silk has begun to try out the offline mode of physical stores, factory stores and so on. The revenue generated by them has accounted for 0.55%, 0.61% and 0.28% respectively.

However, in the use of listed funds, there are still 50 million plans to invest in offline channels, accounting for about 1/8 of the total amount of financing.