Brand Clothing's Two Electricity Supplier Road

current Internet The brand is mainly divided into two directions: 1., the supply chain service providers represented by Antarctic electricity supplier and Han Du Yi house; 2., the development of online and offline integration represented by Yin man.

The golden age of the electricity supplier has ended. In the background of the breakthrough of the retail sales volume of 4 trillion, but the pace of growth is going down step by step, the structural change era of the electricity supplier ecosystem has arrived. The supply chain service of online retailing and the integration of virtual reality with new mode and new technology have become new opportunities for the development of e-commerce.

Taking the brand growing with Ali's electricity supplier system as an example, the current main differentiation is in two directions: the first supply chain service provider represented by Antarctic electricity supplier and Han Du she house, based on influential brands, with the help of rich experience in electricity supplier operation, big data and park, etc., to dig up the value of e-commerce supply chain service, expand the four dimensions in brand / category /IP+ Tools + channel + content, and second brands represented by Yin men and so on, and start online, through mode and technology innovation, user experience and supply chain efficiency increase parallel to online and offline integration.

These two models may represent the mainstream format of future electricity supplier development. According to brand analysis,

　　 Antarctic electricity supplier

Endogenous growth is steady, capital operation capability continues to improve. "Brand / category /IP+ Tools + channel + content" creates a matrix ecological circle.

With the disappearance of electricity supplier traffic dividends, the lack of one-stop service for SMEs, small and medium-sized sellers, the economic downturn, and consumers' preference for cost-effective products, the Antarctic electricity supplier has fully transformed its electricity supplier ecosystem services since 2012. The annual growth rate of GMV composite growth reached more than 100% in the 2012-2015 year, and the number of suppliers and distributors in the Antarctic electricity supplier system increased by more than 5 times in 4 years. Three.

In the first half of 2016, Antarctica made great breakthroughs in the front-end brand category, tool services and channels. It acquired the brand cartel crocodile and time interconnections, signed a cooperation agreement with the Korean MUNMU Inc., represented by PONY, succeeded in replicating the brand experience of the "South Pole" brand, and achieved a leap from "1" to "N" in the brand operation; at the same time, the company actively promoted the construction of the tool service system, quality control tools, park service, big data marketing services, etc., with the cooperation of MUNMU Inc, signing the Pony, the new channel of the net red was broken through, which helped the company enter the fields of beauty makeup, acting brokers, fashion clothes and supplies.

　　 Han Du Yi she

Focus on supply chain services and build an Internet brand ecosystem.

South Korea's clothes house signing spokesperson: Korean star Park Shin Hye

Han Du electric business started on the line, women's clothing sales in the electricity supplier sales in the forefront, is currently expanding the field of children's wear. Unlike other competitors, such as Yin man, rip and so on, the company's main selling mode is pure online, which reduces operation risk of e-commerce through light asset operation.

Through the single brand (1 bar era), multi brand (2), Internet brand incubation (3) three stages, the company has established several well-known brands, multi category and one-stop consumption prototype. The company actively layout the Internet brand ecosystem, while enjoying the high growth of the front end, actively promoting the layout of the industrial chain, and digging the value of the supply chain at the middle and back ends, and the South Korea enters the 4 stage of development.

Similar to the Antarctic electricity supplier development path, South Korea has set up an electricity supplier park, Zhihui blue ocean, which is in the stage of investment promotion. In terms of front-end brand training, South Korea has verified its absolute superiority and will cut into the mid and rear end supply chain services in the future.

　 cut silk into pieces for writing letters

Design is king, differentiated +O2O strategy breaks through the bottleneck of "Amoy brand".

The famous Internet women's wear brand has grown up with Taobao over the past ten years. Now it has developed into an annual revenue of six hundred million yuan, which leads the Internet women's clothing industry. As an original designer brand, design is its core competitiveness. In the early stage, it opened up the situation through the unique design of minority nationalities, and then implemented differentiation strategy through acquisition and development of sub brands to further enhance brand status and expand market share, and online sales continued to lead.

At present, facing the pressure of online transformation of traditional brands, we break through the silk market and find a breakthrough through multi brand, multi category, multi-channel layout, and open up the offline market. At the same time, we actively build an electric business incubator park to provide a great impetus for the promotion of new brand incubation.

　　 Inman

The flexible supply chain +O2O "operation mode" makes the middle and back end supply chain service.

In the early years, Yin man "marketing + product high cost performance" won the market. Yin man played a high role and relied on superior marketing strategies to achieve rapid sales growth. At the same time, relying on cost-effective products to enhance user stickiness, he gradually became one of the Internet clothing brand unicorns. In the middle and later stages, it gradually embraced the flexible supply chain, complying with the trend of virtual reality, enhancing user experience and brand image.

Yin man currently has a stable factory, has a good autonomy and rapid response capability in the whole process. According to the implementation of "thousand cities and thousands of stores", the company tries to build a full channel O2O, using the "electricity supplier + micro business + electricity supplier" mode to enhance user experience and enhance traffic. The front end O2O mode enhances the user experience, and the back-end flexible supply chain ensures product renewal speed and quality. The whole industry chain is optimized, and the online and offline integration and superposition of flexible supply chain services expect high growth.

　　 Camel electricity supplier

The layout of mobile electricity providers seize the opportunity to differentiate and create the king of footwear business.

Sales status of the camel Tmall flagship store displayed on the front page

Benefit from the upgrading of domestic consumption and the development trend of B2C vertical electric business, the Internet footwear brand camel It has been developing rapidly and has won the double 11 shoes and clothing brand champion for 5 consecutive years. Camel takes the lead in the layout of the mobile electricity supplier field, and has reached a strategic cooperation relationship with Zan, and has entered the field of micro electronics, and has been stationed in the "Meng shop" to enhance the sales volume of mobile terminals. Compared with its peers, it has the first mover advantage. At the same time, the company actively implements the differentiated management strategy under the line and line, and uses the product partition to produce "burst money" to make up the market gap and increase sales volume.

Camel multi product layout, the use of brand integration and category expansion to increase profits, release scale effect, expand consumption coverage. Camels are exploring the improvement of distribution channels and supply chain efficiency, and try the dual channel mode of "provincial total generation + single store franchise". 3800 stores will provide the basis for two track system and have broad prospects for growth in the future.

　　 october mommy

Product positioning + channel + marketing "boost the company's rapid growth, and expand the new category to build the ecosystem of maternal and infant services.

The spokesman for October Mommy: little s

The main maternity dress of October Mommy, relying on the label of "personality Hot Mom", attracted the attention of fashion designers and opened up the market for the domestic blank areas of pregnant women's clothing. Now it has grown into the industry leader.

In terms of product positioning, the middle and high-end crowd, through the idea of "quality + design", catch the consumption psychology of women of childbearing age and achieve drainage. Channel is different from other apparel brand online and offline mode, the company takes two inventory sales mode, uses different channel characteristics to layout products, shaping good brand image, avoiding online shop's impact on offline stores. In terms of marketing, the market opened quickly through the star effect, and became the first brand in the market share. Then, through the television, public service advertisement, content marketing and so on, the brand image was continuously deepened, and the market share was expanded.

Initial brand awareness has been established, the company actively expand the surrounding products, such as the field of pregnant women cosmetics, the future will further use its core customer flow entry advantages extension to expand brand products, build maternal and child ecological service platform.