Men Amoy brand of atypical die i world network operators Note: In the past two-11, the former men's category sales 10 Battlefield Jeep except all but swept the traditional brands, contrast is currently 10 women's category, the Amoy brand Yin Man, Hando, Artka, Liebo occupy the top four. Why have men's Amoy brand fame decline? Their future? Text / world network operators Yang Qin Amoy brand typical early nurture, and later two-eleven campaign, then opt for the traditional brand on-line force, and men have been leading the development of domestic e-commerce industry. But we also note short wigs that the Amoy brands have crashed in the men's industry, once bright men's Amoy brand is now mostly silent. Apart from the low-key, these brands really are lackluster in performance, how far? Oversupply, including Lynx single entrance and fairs, including, Taobao platform currently a total of more than 40 million online men, accounting for all online products Taobao number of nearly 5%. The number of women behind the men's online products, far more than men's, women's, children's clothing, home textiles and other categories. As men's apparel industry accounted for half of this phenomenon is pretty reasonable. But from another point of view, the situation is different. We have been viewed, purchased merchandise collections behavior defined as active commodity. The average commodity rate of active men and only 10%, which means that nearly nine out of every day menswear merchandise no \u0026 ldquo; arrival \u0026 rdquo; users. It is embarrassing for all categories of non-standard location. Because of non-standardized consumer demands and product diversification, the supply of these products is extremely rich non-standard category. Taobao more than 800 million online goods mainly by the contribution of these categories, the number of women's online products have even close to the 100 million mark. But quantity is not the same online products more product diversification. This is a million pieces of goods are provided by dispersing millions of sellers, these sellers have independent research and development capabilities which end is in the minority. And in the apparel industry, a little harsh to say, \u0026 ldquo; buy hand-made \u0026 rdquo; makeover in R \u0026 D, but is the result of copying the packaging only, so effective SKU line needs to play a discount. On the other hand, to make a baby on a million items which have been found is indeed not an easy thing to people. Traditional online retail industry, as long as there are people, naturally persona wigs have the opportunity to capture the user store. But in online virtual consumer scenarios, user access path becomes erratic. How to effectively match these hundreds of millions of online shoppers, millions and millions of store merchandise, the entrance to diversify is still a problem. Excessive supply and a single entrance so brisk rate of non-standard goods category as a whole is low, which is in stark contrast to standard products. By contrast, in the 3C industry, although the user's consumption is very concentrated, but the supply of these categories of goods less, so the rate of commodity active mobile phones, laptops, digital products of these categories but high. Brand concentration is high, in addition to the traditional brand is very strong in common than non-standard category, men also have their own unique characteristics. Men is a brand-oriented industries. Industry concentration from the brand perspective, men and men with men consume most directly related to the brand concentration castlevania wigs is much higher than shoes bags in the other categories. Men This is a very suitable brand management category. But the problem is that traditional men's brand is too strong, serious katekyo hitman reborn wigs pressure on the Amoy brand of living space. In the brand before the current top 30 in the men's category, the Amoy brand accounted for only a mere three seats on a number of traditional brands accounted for ninety percent, a higher proportion of transactions. Previously, the largest men's Amoy brand only hovering around 20 categories, but the last two years, Battlefield Jeep with two outdoor style tricks and distribution strategies successfully rounded out the class now three, creating a new record in the men's Amoy brand. Men also offline brand development of a more mature industry. After 2011, the traditional brands have contacts, and quickly occupied the large markets. But the age of the target audience of these brands generally larger, brand facing the problem of aging. Only relatively young brand positioning Smith Barney, Semir and other public leisure brand. So, leaving Amoy brand market space is still very great. Single product off the hook section, the homogenization of serious, if you search on Taobao men's jeans, casual pants, shirts and other Cosplay Costumes basic category, you will find a lot of monthly sales of over a million baby, the baby's total sales can even reach hundreds of thousands. This also means that a single product to the store sales have brought tens of millions. If a store can create this level of several explosion models, sales shops can easily breaking 100 million. And this brand will have the opportunity to list. Before finishing off our men's brand ranking 150, the number of traditional brands, only one-third. In the rest of the pure online brand men inside, nearly half of the brand is used in this \u0026 ldquo; \u0026 rdquo ;, a single product strategy they are a non-standard industry-standard products abruptly with play blaze a trail . In the brand's eyes, the big sellers are just a sellers of people, and these single men's category brand approach is to be joking Insiders \u0026 ldquo; \u0026 rdquo ;: selling neon genesis evangelion wigs cloth surface materials costs, plus processing costs, Coupled with modest profits that these burst pricing models. In order to impulse foundation, these brands can endure even further profit sharing. It is easy to see this play's tragic place. The rise of a single product brand men's wind industry has led to the explosion models in vogue, product homogeneity serious. Consequences that flow entrance was blocked due to explosion models, ecological platform into a vicious circle. Men's average commodity active low category to 10%, even less than half of women, while the number of women's online products is twice more than men. The first attempt to go back and look at men's Amoy brand style line, they suffered a strong traditional brand lines and factories brand unchaste price war days later. On the brand influence, they are not as traditional brands, on the ability to control costs, they are also not as factory brand. Coupled with these brands in their own style and not too prominent above competitive, so their decline is not surprising. Past, present and future men in the past has been the subject of a non-appearance of a heart filled with standard products, which can be seen as the root cause of the first generation of men's Amoy brand took a plunge: play right, he lost the right place. Although a single product brand intensified competition in the industry, and in the short term so that the ecological environment industry has deteriorated, but there is a reasonable, they at least provide consumers with cheap products. We also see that even in the face a double squeeze traditional brands and factory brands, there are still some new style men's brand is slowly growing. Perhaps the next decade is their men's world. (This article is contained in the 'world network operators \u0026 middot; managers' Eleventh Monthly, all reproduced please indicate the source and attach link)