Han Duyishen purchases Amy's perfect category layout and transforms the industry investor

Han Duo She told reporters that in the future it will continue to acquire, focusing on design capabilities, small and beautiful Amoy brand, intends to complete the layout of at least 20 sub-brands based on apparel category in 2020, to achieve sales of more than 15 billion yuan .

For the apparel industry, frequent acquisitions are no surprise. A few days ago, e-commerce brand Han Du clothing house acquired low-key focus on middle-aged women's Amoy brand - "ANYMO Amo" (hereinafter referred to as Amy Mo).

The industry believes that Amy has the ability to produce her own products and her original brand is very strong among her peers. The Handu clothing company purchase is intended to improve the overall product category of the industrial chain.

South Korea’s clothing business told Daily Economic News that it will continue to acquire in the future with a focus on designing small, beautiful Amoy brands. It intends to complete the layout of at least 20 sub-brands based on apparel category by 2020, achieving 150 More than 100 million yuan in sales.

Acquisition brand perfect industrial chain /

Yesterday, the staff of the Handu clothing house confirmed to the reporter of the “Daily Economic News” that it had recently acquired the Amoy brand Amoy.

“Before the Spring Festival, the acquisition agreement between Handu Yishe and Amo was basically a snap. After the Spring Festival, Amy’s team moved to the Handu Clothing Group for a unified office.” said Wei Li, Director of Public Relations, Handu Clothing & Shelter. . It is reported that Amy's team's customer service department and warehousing department are all integrated into the Handu clothing house system. Amy's team retains only the product department and the market department.

This reporter learned that Ai Mo is an Internet brand targeting the middle-aged and elderly women's clothing market. Its sales in 2013 exceeded 30 million yuan. Similar to many early Amoy brands, the founding team is also a husband and wife team. With the rapid growth and fierce competition in the middle-aged and senior women's wear industry, Tao’s supply chain level and financing capacity have begun to significantly limit its advantage at the product end. Wei Li said, "After being acquired by Handu, Ai Mo team can concentrate on research and development of new products, and the supply chain, IT, warehousing, customer service, human resources, financial and other issues can be handed over to Handu clothes to solve."

In fact, Handu clothing houses also have the same brand positioning. In August 2013, Zhao Yingguang, the CEO of Handu Clothes, announced the trial operation of the middle-aged women's brand “Hmadam Han Yunyi”. Cui Yu, a consultant of China Investment Consulting Co., Ltd., pointed out that “the purpose of Han Duyi’s acquisition of Amo is to improve the overall layout of the industry chain, and the middle-aged and older women’s dress plate is its gap.”

According to Handu clothing, the online middle-aged women's wear market has grown by 300% per year on Tmall. "As a cat category, Tmall will have a bigger increase in 2014."

Plan to lay out at least 20 sub-brands /

It is worth noting that Handu clothing is not the first purchase. In May 2012, Handu Clothing Co., Ltd. acquired the women's brand Susuo. After the re-integration, Susong’s sales reached 70 million yuan in 2013 and the number of employees reached 200.

Han Doo told reporters that the company's brand group consists of two types: First, Han Feng subdivided positioning brand group, buyer group system operation, these brands are generated within the group; Second, mergers and acquisitions of small and beautiful Internet brands, with core designers As the leader, more emphasis on subdivision positioning, highlighting the original design.

"Acquisition is the method of taking short cuts." Shao Ligang, general manager of Nine School of Management Consulting, told the Daily Economic News reporter. However, after the acquisition of the brand, the operation effect was not good. In the apparel industry, many brands that were acquired also performed flat.

In the eyes of the industry, M&A has become the second leg of Handu's practice of multi-brand layout. At present, there are seven major brands in Handu's clothing store operations, including HSTYLE, Korean fashion ladies' Soneed, and Korean fashion men's AMH. After the acquisition of Ai Mo was revealed, Zhao Yingguang, CEO of Handu Clothing Co., said that he would strive to complete the layout of at least 20 sub-brands based on apparel category in 2020 and achieve a sales scale of more than 15 billion yuan.

In Cui Yu’s opinion, well-funded clothing companies are willing to retreat behind the scenes and cooperate with original brands, but they do not interfere with the positioning and development of the brand. They actually act as industrial investors. Because they are in the industry, they are more familiar with the development trend of the industry, and rely on a strong supply chain management system, channel resources, and financial strength to provide support to these original brands, enough to attract these competent original brands to actively move closer to them. Major apparel companies have gradually transformed themselves into apparel industry service providers.

Shao Ligang pointed out that the continuous acquisition may expose the ambition of Han Du clothing house: After the brand is formed, it will open its own integrated store online. "For 20 brands, the difference in style can complement each other and it is entirely possible to establish an online multi-brand platform."

"E-commerce clothing brand competition is very fierce, Han Dou clothing line will certainly encounter a bottleneck after a certain stage, from the current point of view, to go offline is inevitable." Shao Ligang told reporters that online sales have The greater limitation, especially women's clothing, is a technical problem. In addition, from the perspective of marketing, the network coverage of Handu’s clothing houses has not reached saturation.

Cui Yu also pointed out that due to the limitations of style, the Han Du clothing house has a low market position. With the continuous promotion of acquisition, as an e-commerce brand, it is already in transition.

Rustic Coat

Women Hawaiian Blouse,Women Printed Blouse,Women Beach Wear Shirts,Long Padded Jacket

Shaoxing Julong Trading Co.,Ltd. , https://www.julong-foeec.com