Fang Jianhua's Bombardment Of Traditional Brand Profits

Fang Jianhua said frankly, reflecting the disadvantage of traditional brand "touching net", its cause is a realistic tradition. Retail ecology It runs counter to the essence of the Internet. The entire traditional retail profits chain relies on brand support, resulting in consumers unable to enjoy the surprises of high performance price ratio.

"Offline brand takes the form of channel regional agent. The traditional brand from the brand to the consumer, through the provincial agent, the municipal agent, the county level agent and then to the storefront, plus the first tier city shopping mall sales discount 25-30%, the 30 square around the pavement rent is more than 500 thousand / month, and has already been added several profits to the consumer's hands. Offline brand The rate of increase is at least 6-8 times, more than ten times, and luxury goods even up to tens of times.

On the other hand, Fang Jianhua abandons the traditional brand's "success rule", which relies on the crazy advertisement to win the position and sells the high price to make profiteering, and this strange marketing way is spreading to the Internet brand. "At present, the price of starting an Internet brand is at least one hundred million. It is not that the advertising cost of the brand is high, but the cost of the product is higher than the cost. It can be done by looking for a factory at random, and the era of burning money to smash advertising can make the brand go."

Fang Jianhua compares the successful cases of apple and millet mobile phone, and points out that users digest the products in stages. When consumers shop online, they will experience a brand from all aspects of product quality, logistics, after sale, brand advocacy and materials, and then get a better understanding of what brands and products can be solved through backstepping. Internet Accept.

Fang Jianhua's high-profile bombardment of the phenomenon of "profiteering" of traditional brands has also been interpreted by the industry as a battle cry for the implementation of the acquisition strategy.

"At the beginning of the brand, it is to cast a net in a comprehensive way, and to focus on cultivating strategies to capture the commanding heights of the market. The second stage is" spending money under the moon ", breaking loose leaves; the third stage is borrowing, integration and layout.

It is understood that since 2011, Yin man product line and products. quality The transformation was carried out gradually from a single category of women's clothing to women's shoes, accessories, bags and other categories. In the same period, he also bought the original character of the brand name.

Obviously, it is seeking greater development in order to meet the listing standards in the next two or three years. With the latest injection of Alibaba and IDG, ample cash flow guarantees that it can use acquisitions to achieve its goals.

It is reported that Inman is looking for a suitable brand under the traditional line, and some enterprises are already very close. In terms of layout, Inman tends to have original designs for home furnishing, cane chair, bamboo stool, ceramics, essential oils and so on.

When Fang Jianhua was connected with the billion power network, he admitted that there were two major mergers and acquisitions. dimension Considerations: first, the originality of product research and development, and the two is to have Internet thinking in business operation. After the acquisition, Yin man will streamline and transform the offline brands so as to meet the needs of the boutique and niche market.