"Amoy Brand" Competing For Listing To Observe Worries: Brand Image Is The Key

The new three boards are "

Shortening and capital

The path of close contact also allowed the Taobao brand to grow to the capitalization.

The Amoy brand, which originated in 2006, has received more attention this year than the sum of the past ten years.

At the beginning of July, the securities and Futures Commission announced that "Amoy brand" Yin man and the parent company of sinomi group formally applied to the China Securities Regulatory Commission for public issuance of shares and listed on the gem.

At the end of June, it also grew up in the electronic business platform of Ali.

Costumes also submitted IPO applications to the SFC to be listed on the Shenzhen Stock Exchange's growth enterprise market.

In addition, the three Korean squirrels, who are planning to enter the new three boards, and the other 50 of them are ready to declare IPO, now more than 50 businessmen plan to launch the plan.

The Internet has been officially approved by Zhao Yingguang, the founder of the Korean Internet clothing brand.

At the end of April this year, the Internet clothing brand "Han Du Yi house" issued a public pfer instruction in the National SME share pfer system. The instructions indicated that the Korean family clothing house is a fast fashion e-commerce enterprise based on the "flexible supply chain" mode. The company mainly trades in women's wear, men's wear, children's wear, related accessories and services. The company's main brand is located in "fast fashion", and is committed to providing fashionable frontiers for the young urban fashion crowd, providing customers with the latest package of fashion solutions.

After listing, Han Du Yi house has to pay more attention and pressure to the market as well as continue to be responsible for its original shareholders.

"Listing will help enterprises to finance and expand rapidly, and further occupy a favorable position in market competition".

Han Du Yi said that it will further expand the development space in the field of electricity supplier operation and brand incubation through the opportunity of new third board listing.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., a clothing industry marketing expert, said that the online bonus period is no longer the case. In the post electricity supplier era, the cost and threshold of the brand is getting higher and higher.

But in recent years, whether it is the dissipation of the electricity supplier bonus or the invasion of the international fast fashion brand, the days of the brand development are even more difficult than before.

In addition, the high cost of Amoy brand itself relies on Ali platform, which also makes its net profit lower. In order to deal with such a situation, some Amoy brands even begin to expand the form of offline stores, but the offline operation fund that they do not own also give the pformation a great deal of pressure.

Amoy brand, as the "crystallization of times" derived from Taobao's rapid growth period, has already completed the accumulation of primitive funds, and has completed a series of layout such as product R & D, production, marketing, sales, channels, brand influence and ecological development at this stage.

However, is the Amoy brand a completely independent brand, or will it continue to rely on platforms like Taobao and Tmall to become accessories?

In this regard, Yao Jianfang, a researcher at the China Electronic Commerce Research Center, pointed out that if Amoy brands want to expand and upgrade their brands, then going to Amoy is an important process, otherwise it will always be hamper by the platform.

If we do not go to Amoy, then the Amoy brands can only rely on the platform to do business shops. According to this mode of development, the scale can not continue to grow, nor can it achieve the purpose of listing.

Before many brands were on the platform of Taobao Tmall and so on. The recognition of consumers is a network brand, so the layout under the line is also an important step for them to make independent brand identification.

Huang Ruo, an electric business expert who was responsible for building Taobao mall, also said that the Amoy brands are also facing some hidden problems. The reason is that the sales of 80% of the brand is still dependent on Taobao and Tmall platforms. The high dependence on them will bring certain risks to a listed company.

The industry believes that with the increasing cost of the acquisition of traffic by the Amoy brand, 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.