More Than Eleven Temperature Is Still In The Traditional Women'S Clothing To Catch Up With The Brand.

As the "main battlefield" of the "defeated ladies", it is still hot this year, and sales are broken by 100 million in minutes.

But by Tmall double 11 this year

Sales ranking shows that female consumers seem to have an excessive preference for offline brands. In the past, the Amoy brands in the past have been displaced and the whole line is losing momentum.

Double 11 this year

The top five sales lists are UNIQLO, ONLY, Bosideng, Han Du Yi house and Lok Ting, if they are ranked from the sales of merchants, they are UNIQLO official flagship store, ONLY official flagship store, Han Du Yi House official flagship store, Lok Ting official flagship store, and ralchak bell flagship store.

The Amoy brand has almost completely withdrawn from the list, leaving only the Korean clothes house.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.

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All products are sold out, the degree of fire can be seen. The Internet has bred the Amoy brand: Cheng also Xiao He defeated Xiao He, it can be said that the Amoy brand is a network of original brands that have been built by Taobao and bred from the Internet.

Before 2009, most of the traditional products had not yet been "struck". Many Korean brands such as Han Du, Ru Bo, Yin man, aka, green box, seven Ge and so on had sprung up, enjoying the flow bonus of PC Internet era.

After 2010, a large number of traditional brands are experiencing a severe inventory crisis, with the help of e-commerce channels to digest, taste the sweetness of electricity providers to accelerate the pace of pformation.

Entered in 2012

In the era, Taobao mall changed its name to Tmall, and Ali increased its support for traditional brand businesses. The Amoy brand was promoted from C shop to B store, but it can no longer get more support from Taobao's second place as before.

The volume of dividends has been exhausted, and the cost of acquiring passengers has increased. With the upgrading of consumption, "cheap" can no longer become the core competitiveness.

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.

In particular, in the pursuit of rapid response and flexible supply of women's clothing industry, the first single measure of Dali return is faster, the supply chain is a direct determination of how far the brand can go.

Last March,

Announced 200 million yuan acquisition Amoy brand "seven grid" 54.05% of the shares, the larger Amoy brand is also looking for pformation, last year launched the expansion of offline stores.

An era has created the glory of the Amoy brand, but with the development of the brand

After the tide of dividend has receded, if a brand wants to become a truly influential brand, it will be inevitable under the line of war. When the Amoy brand is everywhere, it will really affect the rise of fashion.

Traditional women's clothing, net red business strength can not be underestimated.

From this year's double 11 ranking can be seen.

ONLY and many other traditional brands have taken the lead.

Amoy brand

Although it ranks among the top ten of women's wear sales, it is behind the final ranking of the double 11 women's clothing stores in 2015.

And last year, a good flagship store.

Flagship stores did not appear in the top ten rankings.

It is worth noting that the "China first net red" Zhang Dayi's happy joy wardrobe has become the only C shop in the net red shop crowded into the women's wear list of the whole platform.

Double 11 opened live broadcast this year.

The new form, the combination of net red and electronic business has also been concerned by the market.

"Double 11" live streaming has become an important way of shopping guide. Tmall has guided the live broadcast network to participate actively. Through live broadcast, seller shows, red packets and coupons have been well utilized in the live broadcast.

In addition, this year's "double 11" Anna store annaitisamazing and Sydney shops were ranked tenth and fourteenth respectively.

The strong rise of net red shop and the diversion effect of net red combination mode such as live broadcast have proved the great potential of net red economy.

Ma Yun said that this year's double 11 will no longer be concerned about GMV (volume). Industry researcher Xu asked that the performance of double 11 this year reflects more the new trend of the retail industry in the entertainment circle and IP economy.

In the past, double 11 businesses and consumers are a kind of business relationship. In the future, they will rise to a level of culture, interaction, marketing and communication, and create super IP.

"Double 11" is the display platform for new models and new things. The rise of net red shops and the increase in cooperation between brands and IP also means that fashion and personalized demand is breaking out. Small and beautiful IP brands will usher in new opportunities for development.