Almost All The First Artillery Brands Of Amoy Brand Are Mergers And Acquisitions.

In 2012, it was purchased by Han Du Yi house. In 2013, it bought and sold the city and Lady Angel. In 2014, both Korean and sham men bought several brands including Di Kui Na and Qiu Qiu, which further expanded the product line.

Amoy brand mergers and acquisitions were not initially valued.

Take the city of rink and silo as an example, the former is Tmall shop, the main national wind and designer are original, the latter is Taobao C shop, the main European and American wind and street shooting, the combination of the two does not sound so tune; but in the changing Taobao environment, the C sellers like angel city had to face increasingly high traffic costs, and the sale was also a helpless choice.

In the view of Tang Dafeng, the founder of the breakup, the acquisition was a breakthrough, and the C store was successfully switched to Tmall store, which provided an example for the latecomers.

In 2013, when it bought the city of angels, the annual sales volume of the latter was 200 million yuan, including the sales volume of Lady Angel. In 2014, the angel city turned over a 400 million yuan pcript, of which Lady Angel's sales amounted to 150 million yuan, although the figure did not meet the expectations of Tang Feng, but it was also less than the rumour of the outside world.

"There had been a couple running Taobao shop before, and after divorce, they went to court to ask for a case of pfer of ownership, because the nature of C shop belongs to individuals. It is not a company. Tmall did not operate a case similar to C store incorporated into Tmall before."

Tang Dafeng told reporters, "in the process of acquiring Angel City, we communicated with Tmall's legal affairs, and then Tmall president Xiaoyao Zi played a great role in it, and finally reached a merger."

When the angel city becomes the sub brand of the company, the change begins.

Previously, the sales of angel city 90% came from its C store. Since February 2013, the C store in angel city has been shut down for nine months, and it has not been sold at all, and has finally completed the switch.

"This is a great migration to the buyers. For other brands, such action is not possible in two or three years."

Tang Dafeng is very satisfied with such a result.

This approach has a remarkable effect. The angel city has attracted a large number of fans with its personal charisma as its main attraction. Today, Tmall stores are designed and photographed by the team, breaking the habit that consumers have been developing for a long time.

Such a result has also been criticized.

This wasted the accumulation of angel cities for many years.

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But for Tang Feng, angel city and Lady Angel are one of her ideal women's wardrobe puzzles.

"Cracking and silking is a strong national wind, which is the east wind. What else do I lack? The brand of European and American wind, this is Lady Angel, sweet and young brand, this is the city of angels.

Besides the commuter wind of office women, I did the same thing with Xiaofeng's favorite style.

As time goes on, there may be a brand that makes us feel. "

Also be

The change of initial language is not so significant.

In the creative industry park of Haizhu, Guangzhou, both the initial language and Yin man belonging to sinomi group and other brands living on the left are not in the same building office. In the eyes of Fang Jianhua, founder of Yin man, the sub brand must be differentiated. "I have no specific business in the group. It is more like a teacher's role. If every brand needs me to manage it personally, it is all Yin man."

In October 2013, the initial language was formally incorporated into the Hui Mei Group.

As early as 2012, Fang Jianhua came into contact with Taobao's C store kapok paradise, because it was attracted by its unique design style and strong brand spirit of its founder.

Eventually, kapok heaven joined the sinemi group, renamed the initial language and shared the supply chain and marketing channel of Inman, but its design and operation were completely independent.

In 2014, "double 11", the sales volume of the initial phrase in women's clothing category increased from eighth in the previous year to fifth, which is a very satisfactory result for Fang Jianhua.