Under The Road Of Amoy Brand: What Is Behind The "Tao Tao"?

Amoy brand's offline road is the trend of the garment industry and the epitome of the times economy.

After years of explosive growth, the Amoy brand ushered in the online bottleneck.

From 2012 to 2014, there were 5 to 6 Amoy brands in the top 10 of the national clothing market, and only one Korean family was left in 2017.

The brand of traditional clothing and the entry of overseas brands and the change of Taobao direction have greatly affected the brand.

With Ma Yun's new retail concept, Amoy brand is moving from line to line, and the integration mode on line offline is widely used.

Yin man: layout for three years, smart store

A few days ago, Taobao's women's clothing brand, Yin man, revealed the achievements in the first half of 2018 in the conference of "Yin man + new retail partners".

It is understood that by now, Yin man has opened more than 500 stores in 172 cities nationwide, operating income in 2017 exceeded 300 million yuan, and in the first half of 2018, its performance grew by more than 30%.

In 2015, the layout of the offline market began, and Yin man put forward "1000 City stores", plans to open 10000 stores in 5 years.

Over the past three years, offline store revenue has become the second largest source of profit for EMMAN, and it is no longer a brand that relies on traffic and platform.

Facing the fiercely competitive women's clothing market, the head of EMMAN said: quality is more important than quantity.

Although the current number of stores is quite different from the predetermined quantity, it will not affect the scheme of line travel.

Smart stores are highly regarded by many fashion brands.

In order to attract and serve more consumers, Inman armed with the supply chain and technology to store and products: promoting flexible supply chain, making the ratio of first order and return to 5:5, and the future will be improved to 3:7; using RFID technology to improve product turnover and circulation efficiency.

Goblin pocket: open new retail, offline shop landing

The goblin pocket is also a brand name produced by Taobao traffic dividends.

As of 2017, the goblin pocket has more than 10 million fans with high activity in China, and the profits brought by fans economy are very impressive.

In the first half of this year, the first line of the fairy's pocket shop opened in Nanjing's Confucius Temple business district.

Confucius temple in Nanjing has always been a densely populated place. This store has continued the fairy tale pocket, "not playing the cards by way of cards", and has created an immersive store in five different styles.

Three days in operation, more than 5000 passengers.

The goblin pocket line stores use the new retail thinking and black technology to introduce AR fitting mirror, cloud shelf and so on.

Relying on the summarization and application of new retail experience, the online interactive media coverage of this activity has covered 131 million people.

During the opening period, the average daily turnover of the goblin's pocket line is 17 times that of the daily sales, and the sales volume of offline stores is also gratifying.

Behind the Amoy brand "out of the Tao"

Rise in Taobao, but do not want to be annihilated in Taobao.

Amoy brands are planning to find a way out on the basis of Taobao stores.

In recent years, this seems to have become the norm.

Many Amoy brands seize the "physical store" and open the way of expansion under the line.

The pockets of EMMAN and goblin are just one example.

So why is the Amoy brand "going out"?

The source of pressure is removed from Taobao itself and has more domestic and foreign brands.

Foreign clothing brands enter the country

Dividing the clothing market, the offline brands begin to penetrate the Internet and squeeze the flow distribution.

Since the beginning of 2015, Amoy brand has gradually launched the top ten. UNIQLO has become the No. 1 brand in Taobao from thousands of brands. It is still the first brand in three years, until 2017.

Consumption promotion, entity store has the function of online shop.

China apparel network has found that the new generation of consumers in China is constantly improving their demand for products. They pursue self and individuality, and put forward new requirements for brand diversification, differentiation and quality. Consumer psychology also pursues "cheap", "sex price" to "pay according to preferences and services".

The advantages of Amoy brands are gradually replaced by offline brands. The services provided by the stores and the touchable touchable garments are the functions that online shops can not provide.

The "black science and technology" AR fitting mirror also provides great convenience for offline stores and consumers.

The new form of online economy has changed further because of the new retail sales.

The development of the industry.

Looking forward to the future, the offline route of Amoy brands is the trend of the garment industry and a microcosm of the times economy.