What Is The Difference Between The Net And The Brand?

Net red hands hold a large volume of traffic, the business model has taken shape, but the short board is also obvious: the supply chain capability is weak, and the content is difficult to continue to output, which provides a value for the net red incubator.

Predecessor Amoy brand Founded in December 2012, "Li Bei Lin", such as Han electric, was established by relying on data analysis capabilities, supply chain back-end support and company operation management capabilities. It established a cooperation mode with you, "you are responsible for the beauty and flowers, I am responsible for making money and support the family", to help them play business value in the areas such as electric business realisation, advertising agency, and pan entertainment.

Not long ago, such as Han electric business is a new three board company Kerrey AI's share price rose from 1.3 yuan / share to 30.92 yuan / share, and the market value also increased from about 6000000 yuan to about 866 million yuan. It is reported that at the beginning of April, Kerrey loved the stock price at that time was 1.3 yuan / share, issued a total of 5 million shares, such as Han CEO Feng Min and assistant director of the director of electric business, Zhang Yu, subscribed 23 million shares from Kerrey's love at the price of 7.66 per share, the total market capitalization was about 180 million yuan, and in its early August orientation plan, 5 million shares were planned to be issued for nearly 100 yuan. If the stock price is increased by 30.92 yuan / share, the total market value of the company will reach nearly 1 billion 366 million yuan. Subsequently, Feng Min, the real controller of Kerrey's love, injected the core board and brand of the company into the new three board company through a series of operations.

An investment organization analyst said: "to put it plainly, the new three board is still a PE market, and the price of the new pricing board is directly related to the growth of the enterprise. Although the new three boards are not well mobile, they are listed on the" red hot "outlet. market Financing is very advantageous. "

　 Buy a shell from new three board company

In early August, there was a new three board company Kerrey AI (832887) threw out a stock issuing price of nearly 100 yuan, financing 500 million yuan increase plan. Turning on Kerrey's love 2015 financial report, we can find that the main business of Kerrey's love is to sell various proprietary brands and other brands of cosmetics and beauty accessories products. In July 23, 2015, the new three boards were officially listed, with a total assets of about 6000000 yuan, and 100% by Wang Yi's mother and daughter. The ownership structure is very single.

The report also said that due to the impact of the Internet sales of the electricity supplier and the introduction of foreign famous brand cosmetics to China, it has adverse effects on the domestic cosmetics industry, especially the traditional offline sales, which seriously affected the channel advantages of the company's line, resulting in a loss of more than 1 million 250 thousand yuan in 2015. In the face of these relatively dismal financial data, why would this time raise a fixed price increase of nearly 100 yuan? Maybe it can be found from the frequent changes in stock right at the beginning of this year.

In April of this year, Kerrey was willing to increase financing by introducing 7.66 yuan / share price and introducing strategic investors. Feng Min and Zhang Yu subscribed 13 million shares and 10 million shares respectively, plus 5 million shares of Wang Ying's mother and daughter. Kerrey's total capital stock at this time reached 28 million shares. After the fixed financing, Kerrey's biggest shareholder was also easy to change from Wang Yi to Feng Min.

Feng Min is also a guy who has been painted by the net red economy for two years. In fact, everyone is not familiar with the name. Internet celebrity Celebrated, including more than 50 Internet companies including Zhang Dayi, Daikin, Zuo Jiaojiao and Guan auntie. Feng Min and his wife Chen Sijia share 39.76% stake in the electricity supplier. He is the real controller and CEO of the electricity supplier.

After Kerrey changed his controlling shareholder, he announced that he wanted to expand the business of e-commerce. This coincided with the transformation of Kerrey love from the entity store sale to the entity store and the electricity supplier sale in the 2015 annual report. However, its electricity business expansion did not acquire any assets, but only a number of e-commerce subsidiaries were established before and after that.

Kerrey love to set up a multi household electrical appliance business subsidiary, and if there is a main business overlap, such as Han electric business, Feng Min promised that, if Han electric business before July 31, 2016, the company name and scope of business changes, and other related assets disposal company completed, will promptly handle the company's cancellation procedures. In fact, such as Han electric business as early as May this year, has stopped the business of electricity supplier, the follow-up will be through Kerrey love set up the electricity supplier company to continue the business of electric business.

In addition, from mid July to early August, Zhang Yu, the second largest shareholder in Kerrey's love to change hands, successively gave his shares to the investment institutions such as those who had invested in electricity through the equity transfer system agreement. Before the press release, Zhang Yu transferred some of his shares to Ningbo Kunlun dot gold equity investment company in August 5th, and turned out 8 million 351 thousand shares of Kerrey AI shares. As a result, these investment institutions have successfully transformed into shareholders of the new three Board companies, such as the electric business shareholders.

By the end of the first half of 2016, the main directors, supervisors, senior executives and core staff of Kerrey's love had not been formed by Wang Yi. Feng Min's "cabinet" formation in Kerrey's love also took shape.

Through this series of operations, Feng Min, the real controller of Kerrey's love, has injected new core companies and brands into the new three Board companies. Through the adjustment of the company's business structure, the company's valuation has also been greatly improved. In August 5th, Kerrey loved to complete the change of the registered and main business of the company. The full name was also officially changed from "Suzhou Kerrey love industry and trade Limited by Share Ltd" to "Hangzhou as Han Cmi Holdings Ltd".

What is the difference between it and the brand?

Net red business, the product that grows in Taobao, can not help but compare him with his "brother" Amoy brand.

In July 29th of this year, Amoy brand Han Dali house officially approved the successful launch of the new three boards. At that time, it was 10 years since the establishment of Korea's clothes house, and for the establishment of electricity suppliers in December 2012, the listing process took only 4 years.

From a variety of financial data, such as the development momentum is not inferior to this "Internet apparel brand first share". From the first half of 2016, the report revealed that although the company's directional issuance of shares and changes in controlling shareholders occurred during the reporting period, the company's business model was undergoing major changes, but the company's business condition was still improved. In the first half of the year, the company realized 7756 million yuan, an increase of 7568.11 yuan, or 4020%, compared with 1 million 882 thousand and 500 yuan a year earlier, while the annual operating income of Korea's clothing house in 2015 was only 120 million yuan. The gross profit margin was 43.54%, compared with the 2015 gross profit margin of South Korea's clothing house, which is still 4 percentage points higher.

In fact, such as Han electric and Amoy brands are inextricably linked. Its predecessor was in the top ten of Taobao women's clothing sales, "Li Bei Lin". At that time, there were two ways in front of Feng Min, for traffic operation or for social media to excavate new traffic. Subsequently, Zhang Dayi's success led Feng Min to see that he attracted fans by the personality charm of shopkeepers, excavated new traffic in social media, and introduced the way of store transactions, which created sales volume more than the original shops by participating in Amoy activities. This kind of cash flow is more efficient and the user loyalty is also higher. Thus, in September 2015, the "Li Bei Lin" team ended its own store operation, transforming the business like the electric business, and devoted itself to the net red incubator business.

For example, the cooperation mode between the electricity supplier and the net red is the operation resources that it has provided to the net red for many years, such as the original procurement team, the design team, the processing plant, the warehouse workers and the customer service; and the net red has exerting its own expertise to teach fans to dress up, form a positive interaction with the fans, and then "Amway" own products.

On the surface, the development of net red incubator and Amoy brand has a similar path. When the shop or brand is just starting, net red and Tao brand adopt the gathering mode of stall stocking to reduce the operating cost. With the gradual increase of body weight, product design, development and production become their common problems.

But in fact, they both have different logic in operation. In essence, the operation logic of Amoy brands is more similar to traditional brands. They pay attention to one data: conversion rate. When the flow is introduced into the brand store, the final output is related to the input of resources such as passenger cost, resource location, drilling and exhibition, through train and so on. Therefore, the brand accounting calculates the conversion rate and adjusts the operation strategy. When this problem meets net red, it becomes irrelevant instantly. Net red as long as the service of their fans, almost every flow into the shop can be transformed. Net red traffic screening in micro-blog, micro scouring, live broadcast, video and other social or content platform to complete.

The new marketing path explored by the traditional products of "net red + community + electricity supplier" is based on the social platform, and the other end is the supply chain with high quality and quick response. As an opinion leader in the professional field, the product that meets the trend and caters to the preferences of its fans can be recommended to consumers, which not only reduces the shopping difficulty of consumers, but also gets more accurate demand data, making the production plan more precise.

According to the head of Alibaba, the head of the red net economy, the new product of the first quarter is basically 1 months ahead of schedule. The sale of the first one usually accounts for half of the total sales volume of the net red shop. Until the 3~5 days before the sale, the company can decide which styles need to be added and the first order of orders is issued. The new day will issue second orders for the second time according to the actual sales data, and reduce the inventory and cost to the maximum extent through a small number of repeated orders.

Therefore, when the traditional clothing brand bad inventory rate is about 15%~18%, such as Han electric business year's bad inventory rate is 2%~3%. The reason for this is the agglomeration effect of the red tide of corporatization operation network. It gathers each net's red list to find factories, and combines different peaks and valleys in different quantities to integrate the efficient integration mode of industrial chain with the efficiency of fast turnover of net red data.

The ambition of net red incubator

For example, the network red incubator, such as electric business, can bind and provide professional services for the scarcity of professional networks in the market. On the other hand, through packaging training and other measures, it will hatch the daring people with the potential of becoming net red, and build the net red with the pipeline mode, and they themselves will gradually develop multiple roles such as "broker + generation operation + supply chain".

According to the report of the first half of 2016, after the completion of the business change, the company focused on further defining the e-commerce business centered on the net red. With abundant network red resources, powerful data analysis capabilities and network red replication capabilities, the company will provide operators of the vertical field network opinion leaders, providing supply chain services and brokerage services to help them play commercial value in the areas such as electronic business realization, advertising agency and pan entertainment.

The company's market team will quickly locate potential signing net based on the social networking fans data. We have signed the online Red Fan maintenance, content planning, advertising marketing, image public relations and other services to further enhance the popularity of red people, and according to the image and positioning of the red man, design the overall marketing scheme from the electricity supplier, advertising endorsement to entertainment, such as games, variety, film and television, to help them realize the commercial realisation of social assets.

At the same time, in order to improve the profitability of the company, the company has established or acquired Hangzhou Han Yi, Hangzhou private long, Hangzhou Wu Han and Hangzhou Daye 4 electric business companies responsible for online e-commerce business, and set up Hangzhou Luhan Supply Chain Management Co., Ltd. to provide supply chain management and related supporting services.

In the end of 2016, the number of people who signed the contract will reach more than 100 people. In order to maintain the quality of the signed network, the company's business mode and the stability of the network, the company will set up a special brand leader for each net red, tailor a cooperative route for net red, and configure a special network assistant to keep track. On the other hand, on the growth of net Hong Kong, the company has reached a strategic cooperation with the net red college, and has established good cooperative relations with many media and websites to escort the growth of net red.

Compared with net red's single handedly operation, such as the electric business's ability to resist risks is stronger, and the way of realisation is more diversified, it is favored by the capital market. Such as Han electric business "backdoor" listing, before the end of 2014, it has won the A round of financing of Sai Fu Asia, in October 2015 also won the tens of millions of B round of financing led by Jun Lian capital, Jun Lian capital executive director Shao Zhenxing officially entered the board of directors of the electricity supplier through this financing, and chose this time to choose to enter rapidly after Kerrey threw high price increase plan.

Shao Zhenxing said in an interview with the media: "Jun Lian capital can grafted resources across the entire industry chain, such as the content related to IP, shaping related fields, these cultural resources related projects can be grafted with" Han. "

At the beginning of this year, such as Han electric business, signed a Korean model, park Zhang Dayi, a tourist who is different from Zhang Dayi, and now more than 1 million 500 thousand fans have been fans. It is reported that in the case of Han electric providers, in addition to physical category sales, is still discussing the grafting of virtual products.