Opportunities And Challenges Of Amoy Brands

Amoy brands are mostly based on grass-roots individuals. Many of them have more than 1000 orders per day and more than 100 employees. The operating costs of Amoy brands are also increasing.

Amoy brands are not new to Taobao users, but to get more customers, we need to start brand marketing outside Taobao.

How to do brand promotion outside Taobao and how to locate the brand are still puzzled by many brands.

Jiang Ying, founder and designer of "Jessie Jane" brand.

"Offline" started and failed to become online brand.

Main products: fashion accessories, bags.

Company size: 50 people, design team: 10.

Recent goal: expand the brand line.

Bottleneck: the company started as an independent B2C brand, but due to the lack of e-commerce experience, it lost nearly 20 million yuan in 1 years, and then settled in Taobao in 2008. The brand has been established for 3 years. The biggest bottleneck in the development process is the capital problem. For small brands, the problem of capital is fatal, and lack of funds can lead to problems in many links.

It is relatively easy to develop a clothing brand from the offline to the online, because it has a relatively stable customer base and capital volume as the foundation; if it is a brand that starts online, the difficulties and risks encountered in the actual operation are much more than expected.

For example, in the current shortage of funds, brand promotion is limited, the company has not planned large-scale promotional activities for more than 1 years, and only participated in Taobao promotion day.

In addition, the recruitment of professional B2C talents is another problem encountered by the company. Jessie Jane's brand positioning is designer brand, the product is positioned in fashionable young style, and the quality is highly rated in similar products.

Because of the limited funds, the processing plant adopts the third party contract system, so there are some problems in the selection of processing plants and the process of work convergence.

The company's positioning is designer brand, product design is original, but due to the shortage of funds, replenishment cycle is relatively long.

The logistics companies that cooperate with the company are mainly concentrated in Shaoxing, Zhejiang, and the production plants are mainly concentrated in Zhejiang, Guangdong Dongguan and Changshu.

Planning: due to limited funds, the company's overall operation has just been on track, so for the time being, it has not left Taobao's idea of independent B2C.

In the future, we will develop high-end brands on line and carry out comprehensive development of clothing accessories products. The plan for the past two years is to make all kinds of accessories for leather products.

The Taobao platform is very large, and requires high quality products for entering the brand.

In the future, the brand is mature, and hopes to turn back to be an independent B2C brand, or even a B2C platform. At present, the company has 100 thousand online users.

Suggestions: making brand, especially e-commerce brand, from the long-term development perspective, quality is the absolute principle. Product design, research and development, and operation are all based on product quality. Without high quality, it will be eliminated in the electricity supplier war, not eliminated by other brands, but eliminated by your own customers.

Di Chao, marketing director of Amoy brand "Baja rice house"

Started offline, and promoted online brand in Taobao in 2010.

Main products: mature women's wear.

Company size: 50 people, design team: 8.

Recent action: join V+ and QQ mall.

Bottlenecks: the company initially made offline brand. After years of development, there are nearly 30 stores in Shanghai, Jiangsu and Zhejiang, and the brand of Taobao brand is different from that of the online store. It includes high-end products, many years of offline brands, and accumulated some experience in designing and improving customer experience for customers. This is an accumulation for developing online brands. At the same time, in terms of funds, the line can also provide favorable supply for the online.

The company starts from "line", and turns to "line". It lacks operation experience. It is not good for the whole operation rhythm. The deployment of personnel is still in the groping stage. The risk is much larger than that expected.

In the past two years, the overall development of the company is more investment than revenue.

In fact, most online brands are in the water test stage for the first few years, and are making profits in the second half of this year. The current monthly profit is up 200% over the same period last year.

In terms of logistics, the company has some cooperation with several logistics companies. When the peak period of online shopping such as Singles Day occurs, the pressure of logistics companies will increase, which will lead to delay in delivery.

It is hoped that the company will develop to a certain scale in the future to form its own logistics team or achieve deep cooperation with the logistics company.

Positioning: for our category of Amoy brands, the use of personnel and the allocation of funds will greatly enhance the space. It is mainly accurate product positioning, that is, identifying customers. Especially for women's clothing, there are hundreds of millions of dollars in earnings per year on the Taobao platform.

Our brand positioning is the brand of original designers, and the design and quality of products are the weight of brand competitiveness.

The product is targeted at mature women aged 25 and ~45, who are independent, independent and confident in their quality of life.

For the difference between Taobao mall and the independent B2C platform, many brands around me are trying to fight the independent B2C brand from Taobao mall, making their own official website, gradually making a platform, but most of them end up in failure. At present, the independent B2C platform in the market is doing well, but everyone is committed to promoting its V+ platform, making it difficult to balance its revenue output.

The bigger the risk of independent B2C platform, the greater the profit, but the greater the possibility of failure.

Suggestion: in the field of electronic commerce, Chinese women's clothing should be stylized and market differentiated. Every customer can find clothes that represent their own taste and accomplishment. At present, the style of Chinese women's clothing has not formed the difference between southern style and Northern style, unlike men's wear. Therefore, stylization, high quality and customer experience are the three best tools for developing e-business women's clothing and creating online brand names.

Amoy brand "smart CIAO! DAFANFAN" channel manager Wang Jing

In 2007, Taobao launched its main product: fashion women's wear.

Product positioning: parity European and American Wind route, suitable for young women to wear.

Company size: 100 people, design team: 5.

Recent actions: promotion of offline stores, wide distribution channels.

History: there were not many merchants stationed in Taobao in 2007, and competition is not as fierce as it is now.

The general manager of the company is an advertising company planning, and has always attached great importance to the visual image of the company.

In 2009, the company first updated the visual identity of the brand (the design of the web page and the display of the product) on Taobao. It attracted the attention and popularity of Taobao fans, and it was a peak period for the development of the company. After that, Taobao merchants began to follow suit.

Before, the company's products are mainly procurement, since then, the company has paid more attention to the establishment of brand and image of the company, and began to set up its own design team and become an independent designer brand.

In 2010, it only made C stores in Taobao, with an annual turnover of about 30000000 yuan.

At the beginning of this year, Taobao mall was stationed.

Planning: the company's future development plan is to make offline stores in Beijing, Shanghai and other first tier cities, to develop offline shops by means of distributors, and to make brand flagship stores in key cities, expand channels and strengthen brand building.

In June this year, several large shopping malls in Beijing tried to sell products, and the feedback from consumers was pretty good.

The company is also in recent contact with Jingdong, van V+, handover network, Milan, Hunan satellite TV and other small and medium-sized platforms to expand channels and enhance brand influence.

Share: in fact, many traditional brands are not doing well from offline to online. This is the bottleneck that many Brand Company will encounter in developing e-commerce.

Such as the United States and so on.

Taking AFU brand as an example, it is a product of online essential oils. Its online performance is very good. In 2009, hundreds of physical shops were opened in the whole country in the year. The characteristic of AFU is that customers can buy online. After that, the nearest store store is located at the nearest customer place, which is responsible for distribution, that is, the way of C delivery.

On the one hand, it saves the distance and time of delivery. On the other hand, in addition to the distribution of online shopping goods, the remaining products can also be sold in the physical store, reducing inventories.

"Online" and "offline" sincere cooperation.

Recommendation: through the sale activities of the physical store, we find that the market potential of the Amoy brand is huge and the room for improvement is very large.

In the early days, Taobao mall will provide a good platform for everyone to start business from Taobao.

Later, Amoy brands have to walk out and blindly do the brand. To a certain extent, they will encounter bottlenecks. Whether it is Taobao mall or group buying or Jingdong, it is only a channel. If a brand wants to be bigger and better, it will have to operate more channels and develop more brands.

In the future, companies also need to develop new brands such as men's clothing and children's clothing, and build their own independent B2C brands, or even B2C platforms. This is a great development trend in the future.