Summary: originated in 2006 Amoy brand, year by the attention even more than the sum of the past decade.
It originated in 2006 Amoy brand, year by the attention even more than the sum of the past decade.
If we allow everyone to describe the current status quo in the survival of native rivers and lakes Chinese electricity supplier business community, some people will choose words like "dead end", while others may choose "upgrading."
Two contrasting extreme views, on behalf of the public for the Amoy brand distinct two views, even if the current collective embarked on the road of the capital, did not drown them from scouring the brand associated with its birth along the way all sorts of controversy. Which perhaps originated in the Amoy brand comes with a few natural properties, roots, personalized, low-cost, low-quality as well as its Achilles' heel of strong dependency ......
The industry believes that with the Amoy brand of increasingly high cost of getting traffic, increase brand style, from a fundamental change has been cheap, inferior, copycat brand, will be the key out of the fission industry labor pains.
Electricity supplier has created Amoy brand
Submit this year, June 20 IPO application to the Commission, the proposed Amoy brand Liebo at the Shenzhen Stock Exchange GEM, has been considered the originator of the Amoy brand. While the Tongzhou two sewing machines in a Bed evolved brand growth story, also on behalf of most of the current IPO application submitted or intend to submit IPO applications Amoy brand growth process.
Tom Gale and soup small wind is created Liebo two sisters, 2006 Liebo or a sell only the sisters from Yunnan Amoy national dress of a Taobao shop, with a shopkeeper in photography, graphic design and other aspects of talent, Liebo with his first "factory" in 2007 - a version of the division, two sewing machines and three or four workers, he began to sell their designer clothes.
Jack Jones, camels, Uniqlo and other well-known clothing brands also despise Taobao, Jingdong and other electronic business platform in 2007, with a distinctive design, Liebo quickly come to the fore in many Taobao shop. The end of 2007, nearly a hundred people Liebo already become a "regular army" from a "family workshop."
Subsequent years 2008--2012, the wheat bags, Yin Man, the first batch of the Royal Square mud and other brands began scouring the rapid rise in the major electricity supplier platform. It is said that in the year of university dormitory downstairs ten courier there is a wheat bag box, this looks now is not very strong sense of design brands at the time enigmatic to many universities swept China. According to the 2011 "double October", when 109 Amoy brand in the day turnover of 335.6 million, accounting for 10% of Taobao Mall, average single store is 3.08 million, to some extent, can be regarded as Amoy brand is a symbol of Prosperity.
Heavily dependent on marketing
2007, Taobao officially launched the advertising business in 2008, the early Amoy brands such as Royal Square mud, song Riel and so began advertising in Taobao. In addition to Taobao advertising, the end of 2009, Taobao and Hunan Satellite TV joint venture "Hunan Happy Taobao Culture Communication Co., Ltd." April 2010, one of Hunan Satellite TV brand column "every day" for this production of "Happy Taobao" featurette, selected more than 10 Taobao shop multiple categories were typical promotion.
It is understood that at that time to participate in Happy Taobao shop in Taobao advertising business priority, and in addition to "every day", the Hunan Satellite TV Beauty category column, "I am a great beauty," infomercials "the more fun the more Amoy" and "buy happiness "and had the hit TV series" Let's get married "," little father "and the like have all been appeared in the Royal Square mud figure.
But only 65 days on the line, its sales in Taobao Lynx nut industry ranked first, the tea industry ranked the top ten three squirrels is known the moment various marketing routine. In addition to the hit series has in the "Ode to Joy", "Good sir," in addition to face the crazy brush, television advertising, variety show title and microblogging, letters, forums and other social marketing are some of its presence. This dog has marketing, not only like skin, soft sister snack brands lies at the heart of these two, leaving many male consumers are familiar with them.
But, unfortunately, frequently face brush Amoy brand but does not thereby get rid of dependence on the platform, with the rise of Lynx, the traditional clothing brand settled, the Amoy brand's voice began to weaken. Alibaba, for example, need to take a variety of current Amoy brand advertising, train, technical services and other costs, not the basic advertising has been difficult to get enough traffic. In addition, Lynx single flow from the Threepenny converted into a dollar.
One person from the traditional supply chain, told Sina science and technology said, although there is no offline stores and investment brokers, but the Amoy brand are too dependent on the flow of investment in marketing has already exceeded the cost of shop. This situation stems from the line once let Amoy brand tries to open the store, find a way to the line.
Amoy brand industry facing labor pains
In 2012, the mobile Internet, a chemical reaction under the "double eleven" and related policies, traditional business performance hit Waterloo. Has a strong reputation of a large number of traditional brands have contacts, which makes online native Amoy brand emerged the biggest crisis since the birth.
2013 data has become a two-eleven Amoy brand development process is an important node in the year, the day the cat women's field, traditional brands have been evenly divided with the Amoy brand, sales of the top 10 in five seats each. Men Amoy brand defeat across the board, before the Lynx men's sales in 2012 accounted for only 3 seats ten, the rest are traditional brands.
By the 2014 double eleven, women continue to show strong respect traditional brands, Uniqlo Korean homes have clothes behind in second and occupy three of the top six places, and Amoy brand flat; and men has become more severe , TOP10 charts is no longer Amoy brand trail, a tradition brand dominance.
And it can be seen from the current prospectus published several Amoy brand who Amoy brand not only did not come out from the 2013 crisis, when the crisis still affecting the throes of the current marketing data. According to the prospectus Yin Man, the parent company of the US Department of early language group recently submitted to the Commission shows that its 2015 net profit halved apparel stocks surge; Liebo 2015 revenues of 546 million yuan, 579 million less than in 2014 yuan, even lower than 2013's 688 million yuan.
In addition to traditional brand OCS bring competitive pressure becomes larger than, the net purchase bonus loss and weakening economic growth slowed consumer spending, also Amoy brand challenge. A person engaged in the investment industry, revealed to the SAN, investors choose this market, there are also concerns about the future of the Amoy brand that once the Amoy brand failed in the traditional game of brand valuation is bound to decline.
One person from the apparel industry also believes that the current online traffic dividend has become the past, after the electricity supplier era, Amoy brand get traffic costs and increasing the threshold. He said that after the Amoy brand market, how to increase brand content, and enhance product quality, play a craftsman's spirit had changed low-cost, low-quality cottage brand image, will be key to its completion fission upgrades.