IDG Capital: Investment favors big category, channel brand
At the gorgeous global fashion investment forum held in mid-November 2016, IDG Capital Partner Yan Yisheng shared his views on the brand projects that he favored investment and the qualities that entrepreneurs need to pay attention to.
Yan Yisheng joined IDG Capital in 2008 and has been responsible for investment in large consumer sectors. Her investment focuses on three sub-segments, one is the brand, covering fashion, home and food and beverage, and investment cases include Moncler, Evisu, Handu, She, Mi, Roseonly, and three squirrels. The second is e-commerce, fashion-related cases include Mushroom Street, Temple Library, Farfetch and so on. The third is the service chain, which is currently laying out a series of formats related to property management.
Favor the big category, channel brand
Yan Yisheng said that IDG Capital's focus on overseas and domestic projects is different. Overseas is more focused on relatively mature projects; while in the country is full coverage, from the earliest projects to the late IDG can invest.
The history of overseas brands is relatively long, and the understanding of brands in Western society is relatively mature. Even the early project team has a stable mentality during the initial period. Many European brands, after decades of operation, may still be tepid, the scale has hardly changed, but the brand reputation is very high. In China, as long as a startup project is famous, everyone wants to train it as soon as possible. In fact, for the brand, it still takes time to accumulate.
Since the ceiling of a single consumer brand, especially a designer brand, is relatively low, if the brand must choose a category that is large enough, such as food, beverages, cosmetics, etc., the volume of a single brand can be made larger. There are also partial channel brands that can be scaled up.
In addition, for example, the problems of many aspects of the fashion designer can not be solved by themselves, from pattern-making, fabrics to production, to the operation and marketing of retail terminals. The platform can provide a corresponding solution through systematic services to help niche brands grow. Such platform projects are relatively large.
There are a number of established clothing companies in China, including many listed companies, who have tried to incubate some new brands internally, but many have failed. In the end, they also recognized that the operation of emerging brands or designer brands requires the unique genes of the founding team and is not easy to copy. Yan Yisheng observed that more and more mature companies have begun to accept mergers and acquisitions or invest in emerging brands, and become a new trend.
Entrepreneurs should focus on learning ability and team cohesion
Yan Yisheng said that the main members of the project team invested in recent years are 70 and 80. What is different from the older generation is that they generally graduated from excellent undergraduate colleges, and quite a few have experience in studying abroad. They have an open mind about many advanced concepts, and investment institutions are more comfortable in communicating with them.
China is now in the alternating stage of old and new, and it is very interesting for entrepreneurs. For example, the founders of the three squirrels, who used to do dry goods business in Anhui, have been deeply involved in the industry for many years. Entrepreneurship has become a familiar road, coupled with the effective operation of Internet marketing methods, and redefining through new consumer communication methods. Nut brand. This is a very representative category, born in the traditional industry, but can innovate itself, subvert its original style of play, create a new brand.
There is another category that is not in the fashion field after 80s, but it is very interesting. The family has relevant industry background or a partner has an industrial background, which can quickly solve the problem of supply chain and reduce the tuition fee to three years. year. After the new 80s, it is a group of people running around the world. It has strong learning and communication skills. If you find a suitable partner team, the future potential is very large.
She also said that the founders will encounter different bottlenecks at different stages of business development. A good founder is first and foremost a strong learning ability. Because of the constant emergence of new competitors or crises, the founder's thought update iterations must keep up, even ahead. Second, the founders must have the ability to gather a group of very good people around themselves, rather than their own ability is particularly strong, the following people are relatively weak, so that enterprises are difficult to grow. At the same time, there must be a sharing mechanism, and the benefits are shared with the team. If this is done, the company will not develop too badly.
Little Nomad Mat,Infantino Play Mat,Infant Play Mat,Soft Play Mats
SUZHOU HENGRUN IMP. & EXP. CORP.,LTD , https://www.hengrunsz.com