Spodika: Amoy's temporary silence does not mean "sinking"

Recently, there have been a lot of public opinions circulating about bad-saturing Amoy brands, especially Amoy men's clothing. It is nothing more than that everyone has discovered that since the beginning of 2012, Tmall’s men’s TOP-ordered traditional brands have dominated the mainstream, and they have used the rapid development opportunities and platform momentum of online shopping. The Amoy brand suddenly looks like a full line of defeat. In the time of the World Bank, Spokaneka was the brand that sold the first product of the Tmall Store. It was also known as the TOP Amoy brand. I would like to say: The development of a brand is not just a few years of sales data. Can determine the future; a company's development is not entirely dependent on luck to survive.

Temporary silence does not call Shen Yan

Two days ago, it was said that the Amoy brand men's wear was collectively indulged. What is Shen? Death in trouble is called death. Amoy brand menswear squatting around the TOP10 camp, so it's too early to say that the Amoy brand men's wear is collectively indulging.

In fact, most of the menswear brands still live well, but some brands have encountered some bottlenecks in their development. The current situation of men's and women's wear on the Internet is different. Consumers are more demanding on the quality and brand of men's wear. It is even more difficult for companies to cultivate consumer loyalty to brands.

The competitors currently facing the Amoy brand men's clothing are all domestic and international first-line brands with billions or even billions of dollars. Compared with women's wear, the competition is even fiercer and the opponents are more powerful. This also determines that men's clothing will develop in the short term. Constraints are natural.

Can no longer take the low-price, explosive money road

A few years ago, Amoy brand men's wear was able to achieve rapid development, mainly to seize the opportunity of the online shopping market. The natural growth of the market drove Amoy brand development. At the same time, relying on low prices and explosion models, the homogenization of products was severe. Consumers think that online shopping is a low price and low quality concept. After a large number of traditional brands entered the platform in 2012, consumers’ choices were wider, and even some traditional brands had lower prices.

The low-price strategy has hindered the development of the Amoy brand men's wear, and has not dared to use good materials and good technology to produce high-quality products. This has caused a series of product reputation problems and has become the biggest constraint in the competition. Spostika, for example, Spodecar is a foreign trade company that has transferred domestic sales. It used to be an international long-term partner such as ARMANI and VERSACE. It has strong advantages in product development and supply chain management and control, but at the time it took the Internet into consideration. The price was very low, but Spokaneka gave up his own advantage instead of fearing market acceptance.

When a large number of traditional brands come to the platform with brand advantages, large amounts of inventory, and lower prices, Amoy brand men's clothing is no longer a low-cost competition between each other, but to be with the international and domestic brands competition. When competitors' grades are upgraded, Amoy brand menswear must re-elevate their own competitive capital. If this problem is not clear, the future development of Amoy brand menswear will still have many problems. This time slows down and rethinks the direction of development. Relative silence is normal.

Is it the choice of "quality" or "price?"

In fact, in the past few years Amoy brand menswear will have several dark horses each year, relying on explosives and low prices to obtain short-term high market share, even to enter the TOP10 list, but I think that the success of this dark horse is like the previous years Amoy brand. The success of the short-term explosive growth is not representative, and it cannot provide a strong driving force for the development of enterprises.

To truly succeed, companies must rely on consumers' trust in brands and products. If you continue to follow the old path of low-price competition and serious homogenization of products, Amoy brand menswear will really have no future. So Stoberka had long ago rethought how companies should develop on the Internet and how brands should be built on the Internet. We have clearly realized that Spoelka must compete directly with the men's and women's brands on the international and domestic fronts.

Because of the current changes in the concept of Internet consumers and the dramatic increase in consumer power, Spokaneka boldly used environmental protection, imports, cutting-edge surface materials and first-class workmanship to create quality products. It is no exaggeration to say that the quality of Spotek's current products is better than many first-line brands. In fact, there are some factories that cooperate with them to do OEM work for LEVI'S and G-STAR. The original quality requirements given by SPOTKA are relatively loose. However, since last year, they have all exclaimed that Sportageka's quality requirements are the most stringent. Some suppliers had a return rate of 40% last year, and some suppliers were forced to give up their cooperation because they could not meet the strict quality standards of Spodka. After more than a year of running-in, the return rate this year has fallen below 10%.

Because with the highest quality product quality assurance, coupled with the development of styles and stable grasp of the current international fashion trends, this season's prices of Spodka in the autumn and winter are determined at 500-600 yuan, down jackets priced at 1,000 yuan. This product quality corresponds to the offline brand 2000 yuan cotton coat and 3,000 yuan down jacket. Consumers who buy our products will have a shopping experience that exceeds traditional brands.

Behind the premium price, the more important is the gross profit of the company. This is also a lot of Amoy brand men's clothing is suffering a problem. We have also been deeply troubled by this issue. Just last year, due to participation in the price war, the gross profit at the time was only about 30%, but by June this year, the gross profit of Spodika had risen to 57%. In the just-concluded Tmall 626 promotion, the unit price of Spodca Card is already the highest in the Amoy brand men's wear, and the overall customer price has increased by 70% compared with the same period of last year, and some of the categories even exceed 100%. To develop the men's brand of Amoy, it is necessary to ensure that the gross profit rate is the same as that of traditional brands. Otherwise, there will not be enough resources to participate in platform competition, and it will be impossible to maintain the sound development of the enterprise.

Traditional brand and Amoy brand men's wear are on the same starting line

The current Amoy brand men want to continue the rapid development of benign, it must have a stable product style, high-end brand image, excellent product quality and perfect supply chain management and control. Only in this way can we create a high-end, premium-priced brand image that is not developed without profit. It must be admitted that for many Amoy menswear brands, it is very painful to immediately upgrade the product quality adjustment price system, which means that a considerable portion of low-cost users is lost. But this is a choice that companies have to make strategically. Some of the under-strength businesses do not have the ability to raise prices, because raising prices means death. So there are people in the circle who sing bad brands, but I also believe that there must be many companies like us who begin to think and transform, have a strong supply chain, have a strong investment background, and begin to focus on long-term, healthy development paths. And fully capable and able to do such a transformation.

It is still too early to say that the Amoy brand men's clothing is completely overwhelmed by collective destruction. We also see traditional menswear brands entering Taobao, but they are taking the old road of Amoy brand men's wear years ago. This way will really adapt. The needs of modern consumers? Get consumer loyalty? It is not easy to say now.

But I believe that all roads leading to Rome, the Internet has given unprecedented opportunities for new brands, as well as the mobile Internet is hitting, and now competition is just beginning. The Amoy brand understands consumers in the Internet era. The traditional brand men have the advantages of the brand and the supply chain. Everyone is on the same starting line. If they grasp their own ideas and development direction, they will never lose their place.