The one-way driving model of the clothing industry has gradually been replaced

Double 11" approaching, the major brands are also gearing up, already warming during the splatter.

Han Tao, a clothing brand that has a new look for the “Double 11” in 2015, is also detonating its “marketing explosion” one by one during the warm-up period in accordance with the established rhythm. Last year, "Double 11" and Handu's clothing houses sold nearly 200 million yuan in a single store and became the first women's clothing category. From an annual sales of 3 million Amoy brand, the rapid growth to 2014 annual sales of 1.5 billion, Handu clothes only spent 6 years. Due to the highly decentralized apparel industry and the increasing demand for personalized products, leading brands such as Handu Yishe continue to absorb or create new sub-brands to meet consumer demand for personalized and differentiated products.

In the wave of Internet branding, although all types of brands are growing rapidly, the 2015 China e-Commerce Report “Internet Branding and Brand Internetization” jointly conducted by Bain & Alibaba Research Institute shows that it is currently leading It is a small and medium-sized brand (including regional brands, Amoy brands, and non-well-known brands) including Handu clothing, and the share of Alibaba's total merchandise trade volume has increased by 10% in the past three years. In the past three years, the compound annual growth rate of regional brands and Amoy brands was 74%, non-well-known brands reached 69%, and the market share increased by 6% and 4% respectively.

Small and medium-sized brands are often favored by products and services that are more flexible and tailored to consumers’ needs. This was a wake-up call for big brands because they used to invest heavily in building competitive barriers that did not work in the digital world.

The Rise of "Long Tail Brand" and High Growth

Why can't the big brands do it online?

The above research shows that on the Alibaba retail platform that represents 80% of China's Internet retail sales, the branding rate reached 65%, which has increased by 7 percentage points over the past 3 years, resulting in 1 trillion new brand sales. , equivalent to 4% of the size of China's retail market, it also means that the average per capita added about 750 yuan brand spending. This shows that the changing trend of “Internet branding” is the gradual increase in consumers’ awareness of pursuing quality brands and products.

Among them, big brands refer to international brands and domestic brands with high reputation in the nationwide distribution network, such as Uniqlo and Novo Energy. Regional brands refer to brands that have distribution networks and popularity in certain provinces, such as Baicaowei. , Danzi; Amoy brand is born in the Internet, and has a certain reputation of pure online brands, such as Handu clothing, three squirrels; non-known brands are registered trademarks, distribution networks and visibility is usually limited to a specific origin In the urban area, there is less investment in brand construction, such as melody; no brand means no registered trademark, or brand attributes are not strong (such as audio and video products, agricultural products, collectibles, creative gifts, handicrafts, DIY products, pet supplies, religion Supplies, custom furniture, hardware tools, used items, etc., or new brands that are not yet recognizable under the current brand library.