Han Du Yi House Will Buy 20 Amoy Brands To Further Improve The Industrial Chain.

For garment industry, frequent acquisitions are not surprising. A few days ago, the electricity supplier brand Han Du Yi house made a low-key acquisition of the Amoy brand of "ANYMO AI".

The industry believes that AI has independent production capacity, and has strong creativity in the central brand of the same brand.

Han Du Yi house told reporters that in the future, it will continue to purchase, focusing on the design ability, small and beautiful Amoy brands, and intends to complete the layout of at least 20 sub brands based on clothing category in 2020 to achieve sales scale of more than 15 billion yuan.

　　 Acquisition of brand perfection Industrial chain

Yesterday, the relevant staff of South Korean clothing House confirmed to reporters that it had acquired the Amoy brand of the same city recently.

"Before the Spring Festival, the agreement between Han and Yi and Amy reached an agreement. Basically, after the Spring Festival, the team moved to the Korean family's office." Wei Li, director of media relations at South Korea's clothing house, revealed. It is reported that the customer service department and warehousing Department of the team are all integrated into the system of Korea's clothes house, and the team of AI keeps only the product department and the market department.

The reporter learned that jasmine is an Internet brand for middle-aged and old women's clothing market, with sales of more than 30 million yuan in 2013. Similar to many early Amoy brands, its founding team is also a husband and wife file. With the rapid growth of Taobao's middle-aged and old women's wear industry and fierce competition, the supply chain level and financing ability of MOE begin to significantly limit its advantages in the product side. Wei Li said, "after the acquisition of Korea's clothes house, AI team can devote themselves to developing new products, and the supply chain, IT, warehousing, customer service, human resources, finance and other issues can be handed over to Han Du Yi house to solve."

As a matter of fact, there are also brands with the same positioning under Han's clothing house. In August 2013, Zhao Yingguang, CEO, announced the trial run of the brand of "Hmadam Han Yun". Cui Yu, consultant consultant of CIC, pointed out: "the purpose of the acquisition of amu by South Korea's clothing house is to improve the overall layout of the industry chain, while the middle and old age women's wear plate is its gap."

Han Du Yi said that online middle-aged and elderly Women's clothing market There is an annual increase of 300% on Tmall. "As a category of Tmall, there will be a bigger increase in 2014."

　　 To plan at least 20 sub brands

It is worth noting that Han Du Yi she It is not the first acquisition. In May 2012, the Korean clothing house bought the brand of women's clothing and reintegrated, and in 2013, the sales volume was 70 million yuan and 200 employees.

Han Du Yi told reporters that the company's brand group consists of two categories: first, the Korean wind subdivision positioning brand group, the buyer group system operation, these brands generated by the group; the two is the acquisition of small and beautiful Internet brand, with the core designer as the leading factor, more emphasis on Subdivision positioning, highlighting the original design.

"Acquisition is a shortcut." Shao Ligang, general manager of nine consulting and management, told reporters, however, after the acquisition of the brand, the operation effect was not good enough. In the clothing industry, many of the acquired brands finally showed mediocre.

In the view of the industry, M & A has become the second leg of the Korean multi brand layout. At present, there are seven brands of Han Du Yi house, including Hanfeng fast fashion women's wear HSTYLE, Hanfeng OL fashion women's Soneed, Hanfeng fashion men's wear AMH, etc. After the exposure of Ai Mo, Zhao Yingguang, CEO of Korea's clothing house, said that it would strive to complete the layout of at least 20 sub brands based on clothing category in 2020 and achieve sales scale of more than 15 billion yuan.

In Cui Yu's view, a well funded clothing business enterprise is willing to retire behind the scenes, cooperate with original brand, but does not interfere with the brand positioning and development, in fact, it is playing the role of industrial investors. Because they are more familiar with the development trend of the industry and are able to provide support for these original brands with strong supply chain management system, channel resources and financial strength, they are able to attract these capable original brands to move closer to them. Large garment enterprises are gradually transforming into apparel industry service providers.

Shao Ligang pointed out that the continuous acquisition may expose the ambition of the Korean family: after the brand is formed, it will set up its own integrated store online. "20 brands can be complementing each other with different styles, so we can build an online multi brand platform."

"The competition of clothing brand is very intense. When the Korean clothing house line has achieved a certain stage, it will definitely encounter bottlenecks. From now on, it is inevitable to walk under the line." Shao Ligang told reporters that online sales have great limitations, especially for women's wear and try on is a technical problem. In addition, from the marketing point of view, the coverage of the network has not reached saturation.

Cui Yu also pointed out that due to the restrictions of style and positioning, the market position of Han Du Yi house is not high. With the continuous promotion of acquisitions, it has been transformed as an e-commerce brand.