The Development Trend Of The Brand And The Traditional Line Brand From The Sales Of Double 11

From this year's "double 11" Women's wear Sales comparison can be seen, once the bullying screen, and so on. Amoy brand Almost all the way down, instead of UNIQLO, ONLY, La Natsu Bell and other traditional offline brands. This contrasts strongly with eight years ago and several years of "double 11". Amoy brands dominate the online trend.

The situation is over.

This year, Tmall's "double 11" women's wear brand sales list ranked the top five. Uniqlo ONLY, Bosideng, Han Du Yi house and Lok CHO, if they are ranked from the sales of merchants, followed by the official flagship store of UNIQLO, the official flagship store of ONLY, the official flagship store of Han Du Yi house, the official flagship store of Lok ting and the official flagship store of La Natsu Bell. The Amoy brand has almost completely withdrawn from the list, leaving only the Korean clothes house. Even if the list is expanded to the top ten, there is only one brand of Korean clothing house.

Comparing the sales situation of "double 11" women's clothing in the past five years, the retreat of the Amoy brand is obvious. In 2012, the "double 11" data showed that the top three brands of women's clothing category were Amoy brands, followed by Yin man, Ru silk and Han Du clothing, and the other Amoy brand artka aka ranked tenth. In the "double 11" of 2013, Yin man and Han Du Yi house, aka, rip and silk and ochirly were the top five, among which the top four were all Amoy brands. Since the beginning of 2014, the competition between Amoy brand and traditional women's wear brand has begun to show its advantages.

In 2014, the top five of the "double 11" women's wear sales rankings were Han dresses, UNIQLO, Yin man, aka and Chu language. Four Amoy brands continued the list of last year's billboards, but UNIQLO went out and rushed to second place. In 2015, UNIQLO went to the top of the list, and Han dresses sold out to second place. At the same time, the other top brands listed on the top five were defeated and replaced by La Natsu Bell, ONLY and ochirly. This year, the top five brand data of "double 11" women's clothing sales show that Korean clothing homes rank back to fourth, all others are traditional brands.

Latecomer advantage

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. believes that traditional brands do not attach importance to the electricity supplier before, and regard it as a clear inventory channel. The products are of old style and natural sales are not well done. But now, online and offline full channel operation has become the development strategy of most clothing brand, coupled with the brand recognition and brand tonality of traditional brands, the performance of e-commerce channels is getting better and better. For the sales ranking of the Amoy brand, Cheng Weixiong has repeatedly said that the operation of Amoy brand has been flooded with key words such as explosions and low prices, while low quality and low price can only be a short period of behavior and can not be sustained. In contrast, the traditional women's wear brand has been spanforming, and the brand has become a "traditional brand".

Zhao Yingguang, a Korean CEO, told the media that "at the beginning of the establishment of Tmall, it was not the traditional business to see it, but it was helpless to support Amoy brand. Amoy brands benefit from the high degree of cooperation. With more and more traditional brands entering the online platform, the aura and advantages of Amoy brands are becoming less and less, especially the survival environment of small and medium-sized brands. Some brands on the "double 11" women's wear list in 2012 have now disappeared.

Find a way out

In recent 35 years, most of the Amoy brands have gone through the process of getting goods from the market, processing small factories, establishing cooperative relations with many factories, and even building a small number of factories themselves. Compared with the traditional clothing industry, the Amoy brand does not have a perfect supply chain system, which leads to quick but quick stamina. Especially in the women's clothing industry that pursues quick response and flexible supply, the first volume is smaller and the return is faster. The perfection of the supply chain directly determines how far the brand can go.

In March last year, La Natsu Bell announced 200 million yuan to acquire the 54.05% brand of the "seven grid" brand. Seven Cao Qing, the founder of the grid, said on micro-blog, "since 2009, I have put a lot of energy on the supply chain, and I have been suffering from inexperience. And in winter, I have neither strong performance price ratio nor enough quality to tell you a few categories, so I chose La Natsu Bell, and honestly, I really need them.

Larger brands are also not easy. Fang Jianhua, chairman of the Hui Mei Group and founder of Yin man brand, emphasized many times inside the company that the Internet brand has no future in the next five years. Yin man launched the expansion of offline stores last year. According to the analysis, the personnel and cost of the shop running under the open shop need to be completely different from that of the Internet. Location, display, staff management training and so on, these complex operation modes need to learn the time and cost. In Cheng Weixiong's opinion, opening a shop can't solve the problem. The Amoy brand needs to spanform from "product" operation to "brand" operation.