The problem of Handu clothing store is the common hurdle of Amoy brands.
Editor’s note: This article is from the WeChat public account “Mong Finance” (ID: Rong-Cj), author : Rong Finance.
The Double Eleven in 2020 has come to an end. Whoever sells well and who does not sell well, it is time to summarize.
In the Tmall double eleven women’s hot-selling list compiled by SPDB International Securities, we can see that the top ten women’s clothing brands are basically those familiar faces, among which Uniqlo and Bosideng firmly occupy the top two, and others Seven brands have increased slightly, and only TeenieWeenie, ranked tenth, is new to the list.
Anyone who is new to the list will be squeezed out of the list. Who is squeezed out of the list?
It is the Handu clothing store, which was once a smash hit and topped the women’s hot-selling list in 2014. In 2018 and 2019, Handu Yishe also ranked 6th and 8th respectively. By this year, it was no longer on the list. This also means that the last “Amoy brand” was squeezed out of the top ten best-selling brands, and the top-selling women’s clothing list is all offline traditional big brands counterattack online.
Combined with May 11 this year, Handu Yishe took the initiative to withdraw the listing application and terminated the listing counseling. In the short term, it missed A shares. You know, on December 28, 2016, Handu Yishe was listed on the NEEQ as the first stock of Amoy brand. On March 1, 2018, only one year and three months later, Handu Yishe took the initiative to delist from the New Third Board, seeking to be listed on the Main Board. And now, the main board listing has come to an end.
What happened to the Handu clothing store? In other words, what problems did Tao brand brands encounter?
The barbaric growth of Handu clothes
It is not excessive to use “barbaric growth” to describe Handu clothing store.
The founder of Handu Yishe, Zhao Yingguang, was once the representative of a state-owned enterprise in South Korea. He was the first to feel the developed e-commerce industry in South Korea. This is also the beginning of the Handu Yishe brand and the Hallyu. Since then, the Handu Yishe is deeply tied to the Hallyu as indicated by the “Handu” in its brand name.
In March 2008, Zhao Yingguang started the operation of Handu Yishe. In the beginning, the positioning of Handu Yishe was Hanfeng KuaishiShang, the main business model is Korean purchasing agent. Handu Yishe first sells goods on Taobao, and after someone places an order, they buy it on Korean websites.
One year later, the Handu clothing store was transferred from South Korea’s purchasing agent to China’s generation production, which was produced and shipped by domestic factories, and Handu clothing store was responsible for retail.
Handu Clothing Store does not have an offline store, all sales are in Alibaba’s Taobao store Therefore, it is called “Tao Brand”. The sales logic of the product is all in the word “Tao”. Consumers search exhaustively and find good items, and merchants purchase search keywords to increase exposure.
At that time, it was a prosperous period for Alibaba and Taobao brands to grow and prosper each other. The Chinese people who had just “touched the Internet” made crazy online shopping on Taobao. Taobao brands grew wildly with traffic dividends, while Ali Baba continues to expand its boundaries through the reputation created by Tao brands, and at the same time collects stable channel fees from Tao brands.
Consumers, Amoy brands and Alibaba have formed a three-way win-win situation. Handu Yishe is one of the brands that seize the opportunity and stand out in this fertile soil. In 2010, Handu Yishe became the first comprehensive popularity ranking of Taobao clothing category, with more than 2 million members. In 2011, Handu Yishe received an investment of tens of millions of dollars from IDG.
The popularity of Handu clothing and the prevalence of “Korean Wave” in China is also inseparable.
Since 2000, a “Blue Life and Death” seems to have opened the door to a new world for the Chinese people. The Chinese people have turned from the bitter family drama of “Desire” to the sweetly handsome man and beautiful girlA fashion idol drama about falling in love. Since then, “Eve