Amoy Brand Stores Under The Money Line! What Is This?

The traditional clothing brands are doing official flagship stores on the Internet, while the brand names are offline.

Recently,

New world department store announces and starts

The clothing brand of the Hui Mei group cooperates.

The latter will open a number of offline stores in the new world's retail outlets.

Big pressure

It is also said in the industry that these brands, which were born on the Internet, were opened under the "sudden" pfer line, and Tmall introduced a large number of traditional brands.

Channels, these big brands rely on the advantages of online and offline linkage to form a squeeze on the survival space of the brand.

Zhu Youting, the host of Phoenix Satellite TV, complained publicly that in 2014, Taobao's "double eleven" still pushed the original designer brand, but in 2015, it completely went international. "Has your shop been promoted by the home page?"

Reporters combed the ranking of Tmall's "double eleven" clothing category in recent years, and found that such a trend has emerged: in the 2013 Tmall women's clothing, the offline brands have been evenly matched with the Amoy brands, and each of the top 10 sales accounts for 5 seats.

By 2014, "double eleven", the former continued to be strong, and UNIQLO ranked only second after Han Du Yi house. The traditional brand occupied 3 places in the top six, and it was the same as the brand. But men's wear was even more serious. The TOP10 list had no trace of the Amoy brand.

By 2015, UNIQLO had taken the Grand Slam of the entire dress category, while in the top five list of Tmall's women's wear, only one Korean brand was left behind, and the rest were traditional brands such as rapperbell, ONLY and oz.

"The sales and ranking of these traditional brands should go up in 2016," he said.

But Han Du Yi house is still reluctant to open shop. "Because we are completely unfamiliar with the offline mode, you need to invest a lot of money and manpower to open a new store.

Now the sales volume of 10 million can be achieved by 1 million on line. "

In Hu Jindong's view, offline brands are easier to get online than online brands.

However, he is optimistic: "after all, there are so many stores in traditional brands that it is impossible for them to move online.

What is the measurement between them? They have to be hesitant. "

Experience is king

Or under the pressure of traditional clothing brand competition, many brands such as Nim Mann began to find new outlets, so they began to shop offline.

"Clothes still need to be tried and touchable. We have to bring customers to the line to experience them."

Fang Jianhua said.

But it remains to be seen how many, how and how to play.

As Hu Jindong said, for traditional and new brands, the process is a long - lasting battle.

But for those traditional department stores and shopping centers, it may be good news.

Consumers seem to have "antibodies" in the face of traditional discount sales.

But if there are more new faces, it may bring more traffic.

At least for now, for spring in Paris.

"Although our usual year-end promotion is after the" double eleven ", our strength is no less than that of the line, and most importantly, our suppliers (store brands) are now taking out the new season," said their head of the new world department store.

New products accounted for about 70% in 2015.

The person in charge thinks that the new O2O experience store can bring people flow and people will have curiosity and desire to buy new brands.

The reporter learned that about 20% of the revenue from O2O new store in spring, Paris, came from the shops.

But the latter is not worried that people will switch to online shopping in the future.

The new world leader told reporters that the newly established

The pattern is that as long as it is scanned in the spring store of Paris, the identity information will be automatically recognized by the background and then put into the sales system of the store.

That is to say, as long as the first purchase is made in spring in Paris, it will still be included in the sales volume of the store when it is purchased again in the future. When the settlement is completed, the mall can still deduct the royalty from the proportion stipulated in the contract in each paction volume.

"At present, the sustained gains from the O2O model are quite significant.

In the future, we will expand new businesses in this way, and the first choice is clothing enterprises.

She said.

A revolution has begun.