Has The "Fire Gone" Brand Been "Dying"?

Accompanied by recent years

On the list, we can see that the traditional brands that have been ploughing for many years on the line have achieved reverse online.

More and more traditional brands are developing electricity suppliers. Tmall, Taobao,

And other electronic business platforms have seen them in succession.

Reporters from the big business platform to see,

The category of commodities is still the main position of the "double 12" promotional activities, and some traditional brands continue to offer synchronized promotions for offline stores.

Combined with the recent situation, the traditional clothing brand "touting net" has been more successful, but the brand name of the brand is now slightly "calm".

According to the world clothing shoes and hats net, people's desire for shopping has been stimulated in the past year with the advent of "artificial Festivals".

There was a wave of "double eleven" sales promotion, and the "double two" that followed closely was not to be outdone.

Shopping allowance, full discount, discount and discount...

From last month's "double eleven" record, according to the list of women's wear brand TOP10 released by Tmall, UNIQLO, VERY MODA and ONLY, which were distributed in a large number of physical stores, occupied the top three positions respectively, and the well-known brands such as Bosideng, Ou Shi Li and Taiping bird were also on the list. Only among them were Han Dou Yi's Amoy brand squeezed into the list and ranked fifth.

In fact, looking back a few years ago, the situation is quite different.

It is not difficult to find out the data. In the three years from 2013 to 2015, the "double eleven" sales list took up half of the brand name, and the Korean clothing house ranking has been hovering above the top of the list.

Up to 2016, only ten of the top brands in the sales volume were left behind by Han Du house and two pieces of broken silk.

It is not only the rapid expansion of online channels, but also the rapid increase in sales.

For the first few years, UNIQLO, which has been steadily selling for the first time in many years, has implemented the measures of collecting goods from different places and personalized value-added services, and the linkage between online and offline can bring about a great impact on the single channel Amoy brands.

An industry expert told reporters that in the early years, the e-commerce platform was not valued by traditional brands, and the list on the natural line could not see them.

The traditional clothing brand has its own advantages, and its years of experience in the offline market will bring more experience and cognition to consumers. The channels at both ends will promote each other, thus surpassing the brand in service experience and so on.

Zhao Yingguang, CEO, also told the media that at the beginning of the founding of Tmall, because of the low participation of traditional brands, the Amoy brand benefited from the support of the platform.

With the massive entry of traditional brands, the brand has lost its advantages and the living environment is becoming worse.

Does the harsh environment of survival mean that the "fire passing" brand has been "dying"? "The change in the" double eleven "list does not reflect the fact that the brand is fading away. In fact, many brands have become bigger and bigger.

"Double eleven" is often losing money in making money. Although sales are large but its profits are very small, it can be said that the brand is no longer attached to the node as it was at the beginning, but in fact it is more of a trend of returning to reason.

Li Chengdong, an e-commerce strategist, told reporters that "the addition of e-commerce platform to support some big brands, the brand of Amoy brands lost their advantages in traffic, and led to a change in the ranking of the" double eleven "list.

In his words, the Amoy brands, including Han Du Yi house and Yin man, have always been "alive".

It is understood that the South Korean electricity supplier in December 28, 2016 launched the new three board basic level, its first half of this year's operating data, the total operating income and net profit and other indicators showed an upward trend.

Not long ago, it issued a suggestive announcement on the guidance of the listing, and looked at the broader capital market.

Online and offline "full channel operation" has become the strategy of today's Yin man. Since 2015, the group launched the "Yin man + thousand city million stores" plan. Up to now, it has learned that the sales volume under the line has exceeded 300 million yuan, and the Amoy brand has learned to walk with two legs.

At the moment, the "double 12" year-end sales promotion is coming again. No matter the traditional brand or the Amoy brand, it will undoubtedly seize this opportunity.

And in the online carnival, there are also insiders pointed out that the Amoy brand will be the trend of the next line, at the same time, get rid of online thinking line, further consider products, stores, user experience and other links are also needed to follow up the brand.

More interesting reports, please pay attention to the world clothing shoes and hats net.