How To Measure The Growth Of Amoy Brands?

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Some of the first batch of brand names represented by Yu Nong Fang and three squirrels have gone through ten years of development. They are called new races in the commercial society.

Recently, these Amoy brands have become the focus of the mainstream commercial media: they have been hitting the market together, among which brands such as crack, silk and silk have already disclosed prospectus.

The industry usually calls those brands that are built on Ali platform and online on main sales channels.

With the development of electric business, Internet business is almost everywhere, and some people are accustomed to call it brand of Internet.

Li Feng, a well-known investor and a founder partner of Feng Rui capital, a long-term concern and investment consumer Internet, said that businesses are returning to the retail competition itself, and their core is back to category and brand power. In this round of consumption upgrading, there are still huge opportunities for the brand.

Lu Gang, managing director, said that these listed brands have their own advantages, relying on Ali platform, attracting large numbers of users, obtaining massive orders, and coming to the fore in many brands. If these brands continue to develop new sub brands in the future development, or they can copy this ability in the sub industry, they can quickly gain market recognition.

History of Amoy brand

Tracing back to the history of Internet brand development, it can be seen that these brands almost have similar characteristics in the early stage of development: the laying of high cost channels under the line, and turning into the online industry, and seize the opportunity of the flow bonus period, so as to develop rapidly online.

As an analyst said, "although the traditional brands under the line are very long, the Internet brand can grow rapidly because there is no commercial boundary."

Because of the development of Internet brand, the brand management means are different from traditional brands. Among them, the positive interaction with consumers and the high repetition rate are very important.

Take three squirrels as an example, the brand was launched in June 19, 2012, and the sales of double eleven in 2015 reached 266 million, and the annual sales volume was 2 billion 500 million yuan.

Moreover, with the help of Taobao and Tmall platform, the number of three squirrels has reached 24 million.

The rate of repeat purchase of these consumers in three squirrel flagship stores is as high as 50%.

If you create a brand online and want to serve about twenty million consumers in just three years, the difficulty can be imagined.

According to the introduction of Fang Jianhua, founder of the Hui Mei Group, Yin men's predecessor, Mr. Yin man was only an ordinary clothing factory in deep and deep areas. The financial crisis before and after 2008 seriously threatened the existence of the factory and entered the online business, and eventually realized 1 billion 140 million of 2015's revenue, which was almost doubled compared with that of 2013's 590 million.

In the prospectus, Hui Mei explained why its revenue grew rapidly. It mentioned that it complied with the good momentum of online shopping consumption and relied on strong online brand incubation and operation capabilities.

And one of the leading Tmall women's clothing, Han Du Yi house, has achieved 1 billion 260 million yuan in 2015.

Moreover, this Amoy brand ambition is not small, claiming that its main competitors include UNIQLO and ZARA.

How to measure the growth of Amoy brands?

These brands, which are placed under the spotlight, have also attracted various interpretations.

For example, the revenue and profits of crack and silk slipped in 2014, and some people questioned the growth of the brand.

However, many analysts believe that as a new thing in the commercial society over the past ten years, the brand name of the Amoy brand should be examined in many ways, taking into account the business background.

Taking apparel enterprises as an example, in 2015, the clothing industry continued to be constrained by the weak consumer market, and a large discount sale became the norm. There were even a lot of enterprises to reduce the business on a large scale. The downturn was not only influenced by the brand names such as cracking up and silk, but also many traditional listed companies were more vulnerable.

Take the domestic clothing brand Metersbonwe as an example, the 2015 financial report shows that its net profit in 2015 dropped 396% compared to the same period last year, and the deficit gap exceeded 400 million yuan.

On the contrary, consumer habits are gradually moving online, and the impact of e-commerce shopping has also become an important inducement of the market share of "Mei Bang" clothing.

In the analysis of the reasons for the decline in revenue in 2014, the prospectus also pointed out that the macroeconomic slowdown and the large number of on-line brands on the domestic front line and other factors.

At the same time, the Amoy brand began to plan for the future, focusing on the long-term training and encouragement of core employees, and implemented several thousand yuan equity incentive plan, which is also the main factor leading to the fluctuation of profits in that year.

Internet retail analyst Peng Yi believes that whether an Internet brand has the potential of sustainable development, in addition to looking at revenues and profits, depends on whether it has certain advantages in five aspects: brand, traffic, operation, supply side and data.

In fact, relying on the online development environment, online brand operation gameplay will constantly innovate itself.

For example, many brands try to reverse supply, reduce the inventory pressure by using the pre-sale system. In addition, the high viscosity performance of fans and fans significantly reduce the marketing cost, resulting in a substantial increase in net profit.

This year's net red and live hotspots, as well as social networking and other new gameplay, as the Internet gene full Internet brand can be the first time to try and change.

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For example, there will be subdivision and positioning brands on the line. These brands are generally difficult to survive due to the difficulty of small crowd aggregation, but online is relatively easy, attracting many consumers compared to the simple and elegant style. This is also the advantage of his family in extending the category to household products and extending the channel to the line.

An analyst who does not want to be named thinks that "the Internet brand representatives who are growing stronger now, such as Yin man, rip off silk, and Korean clothing house" must have a distinct brand positioning, strong management team, reasonable incentives and forward-looking business layout. Their overall revenue, earnings and cash flow are in a virtuous circle.

Li Feng, founder partner of Feng Rui capital, said that now, new channels and new media, including consumption upgrading, have been stacked together.

When it comes to brand growth, he thinks the most important thing is brand ceiling and category ceiling.

Look at the growth efficiency of single brand sales, two look at brand power indicators.

With the increase of sales and the increase of passenger costs, the real branding enterprises should not decline, at least at the same time.

Many Amoy brands, despite the fact that the profits are not too much at the moment, their gross margins remain at a good level.

Li Feng also said that the brand name has another important index, the search index.

In Tmall and Taobao systems, there is an important relationship between the total amount of search brands and the total number of search categories.

For example, three squirrels, in less than 2 years, were able to search for three squirrels more than the word of the search for nuts.

This means that three squirrels have achieved the positioning method from brand and category, in other words, brand power and brand influence.

Capital market continues to favor

Last year, I want you to make a price of 960 million yuan to acquire 100% shareholding of Hauser, which is one of the leading brands of pure Internet leisure snacks in China.

6 months after the suspension, "I miss you" resume trading, opening up is the word limit.

In the same period last year, in the second half of the year, the search for a daily trading limit signed a contract for equity pfer and capital increase subscriptions with the Yin Mei company's sinemi group, which invested 324 million yuan in its own capital and held 25.2% of its registered capital.

Obviously, in addition to investment institutions, the Internet brand is still a lot of traditional enterprises in the eyes of Xiang Bo Bo, intends to make up the development of the short board through acquisitions, capital injection and other directions.

Hong Tao, chief analyst of GFA's new consumption, believes that the listing of Internet brands is a staged success, reflecting the recognition of the consumer capital market.

Listing will bring greater brand influence and ample financial support to Amoy brands to help pform them. "

Lu Ge, managing director, also said that compared with the offline traditional brands, the capital market will give the Amoy brand a higher premium. These brands are very clever with the strong platform of Ali.

As these brands are on the market, if the brand of the brand with ALI is imprinted, if the new brand is submitted to IPO, it will be a dark horse in the eyes of investors.