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Amore'S Founder, Amman'S Internet Wardrobe, Defines Young Women In Literature And Art.

2013/12/31 10:15:00 31

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Amoy Brand Yin Man Double Eleven Women'S Wear Tmall Ma Yun Alibaba O2O Electricity Supplier Taobao Mall

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> a href= "http://sjfzxm.com/news/index_s.asp" > Yin man /a > how to find the customer group? The company made a survey, drew a list of the users who bought the clothes on the Dangdong online and bought some books at the same time, and found that these female customers bought more books on literature, literature and art, as well as nursery, so they finally defined the target audience as "reading a" href= http://sjfzxm.com/news/index_s.asp, art girl youth /a group.

double eleven belongs to the carnival of < a href= "http://sjfzxm.com/news/index_s.asp" > Amoy brand < /a >.

For the first time this year, Ma Yun chose Haier, men's wear, a href= "http://sjfzxm.com/news/index_s.asp" > GXG < /a > and women's wear three brands.

The original women's clothing brand, which was born on the Taobao platform, has entered the top three of the women's wear sales list for three years in a row. It has taken the lead in the era of e-commerce, and Yin man has taken the first place and second place steadily.

CEO, founder and a of href=, "http://sjfzxm.com/news/index_s.asp" > Fang Jianhua < /a >, said: "in 2010, we made 6 million 800 thousand, originally planned to do 1 million, and made 17 million 870 thousand in second years; about 70000000 last year, we have achieved one hundred million this year, and we can never imagine how much we can do until 12."

The result is 120 million this year and the top eleven women's wear category on the double day.

that night, it is worth celebrating "a href=" http://sjfzxm.com/news/index_s.asp "Tmall" /a "platform and Amoy brand merchants.

However, after the double eleven, Fang Jianhua went to see people in Jiangsu, Zhejiang and Shanghai.

He is "unkind". He has been looking for two years of declining brand chat and chatting with each other. He has secretly drawn lessons from himself. "Enterprises are developing at a high speed, and I am looking for those who have gone through a detour. They have done well before, but now they are not doing well. Their detours are in the future.

Although relying on Tmall platform has taken the lead, but Fang still has a full sense of crisis. How fast he should avoid being surpassed is still a worry for him.

catch the electric express, /p >

in the Haizhu Creative Industry Park of Haizhuqu District Industrial Avenue in Guangzhou, Yin man occupies the two or three floor of a factory building painted blue.

Fang Jianhua, who studied fashion design, tried to decorate the office area with art and art.

The high space was originally the workshop of Fang Jianhua's earliest garment foreign trade processing plant. The pformed walls were painted into wooden colors, and the roof was all kinds of jigsaw puzzle.

A corner of the open office area was set up to furnished pottery works made by staff. Several old wooden planks were said to be antiques from the second-hand market.

The three tier is more like a standard Internet Co, in addition to a row of computers and a laboratory for cloth detection.

as a top three Tmall women's dress row, < a href= "http://sjfzxm.com/news/index_s.asp" > the founder of the Amoy brand < /a >, Fang Jianhua thinks she has a very personality in dressing.

On the day of the interview, he had more than eight kinds of clothes. Only one cardigan had four colors, the back and sleeves were blue, and the front and back cardigan were autumn and black, and the buttons were bright bronze.

With a wine red wash cloth trousers, a pair of white shoes, plus a bareheaded image and Armani's frame mirror, the whole costumes are very consistent with the brand image of the art and leisure that he has strikled to create.

"P", from a foreign trade garment factory with only 20 people, to today's Amoy brand with more than 1 million 500 thousand sales per day, Fang Jianhua believes that all of them are bestowed by Alibaba and Ma Yun.

He hangs a portrait in his office, which is a synthetic face, with Ma Yun on one side and Fang Jianhua himself on the side.

"A href=" http://sjfzxm.com/news/index_s.asp "> Ma Yun < /a > has changed the fate of our enterprises. Before we did foreign trade together, we did not innovate and did not keep up with the tide of the Internet. Now we have disappeared. We realized the dream of the brand under the environment of e-commerce created by him."

Fang Jianhua told reporters.

however, these 8 years ago when Fang Jianhua first met Ma Yun, he did not think of that.

2005, < a href= "http://sjfzxm.com/news/index_s.asp" > Alibaba < /a > held the first online business conference of Guangdong in Guangzhou Orient Guest House.

When Fang Jianhua heard about it, he was surprised when he heard that a fan project received many foreign orders through the Internet.

After the meeting, Fang Jianhua handed in 2800 pieces of membership dues and joined Alibaba's integrity.

After that, many overseas customers contacted Fang Jianhua's factory.

Through screening, Fang has established long-term cooperation with several overseas customers, including Forever 21, which is still active in the fast fashion market in the US, and an Internet brand store in Korea.

At that time, Fang Jianhua's factory received about 1500 orders from the Korean shop every day, and the other party got the goods quickly sold out online.

After the opening of the "P" foreign trade business, the factory quickly reached the scale of thousands of people.

Fang Jianhua was not satisfied with working for others. In 2008, he created his own brand, "Yin man", which not only sold offline products but also opened Taobao stores.

But he soon found that the wholesale dealers under the line were also selling on Taobao, which was cheaper than what he sold, and now there was a problem of "random price" encountered in the < a href= "http://sjfzxm.com/news/index_s.asp" > O2O < /a >.

Fang Jianhua can only register another brand, the same clothes sold on line are called "Yin man", and the "wholesale Bella" is sold under the line for a while.

later, Taobao mall came to Guangzhou for investment. Fang Jianhua decided to try and become one of the first 4000 sellers to join the mall.

At the same time, Fang Jianhua divided the company's business, handed over foreign trade to other executives of the company, and focused on e-business. The crazy orders sent by Korean online retailers stimulated Fang Jianhua to march toward e-commerce.

Compared with Tmall's second ranked women's clothing brand, Han dresses, P has been losing money for the first three years.

In 2008, it sold only a few million products, and the company's original foreign trade business is developing in full swing.

"early Internet competition environment is not good, things sell very cheap, are fighting price war," Fang Jianhua concluded, "there is another reason. At that time, the consumption crowd of EMMAN positioning is about 30 years old, too big."

At that time, some brands that sold well on Taobao, like the seven grid, were positioned in the early age of 20.

Fang Jianhua kept his wife and company employees persisting in doing "a href=" http://sjfzxm.com/news/index_s.asp "electricity supplier < /a >. Most people said he was" not doing his job properly ". An old accountant in Guangzhou advised him," how good to do foreign trade, so many orders, and to engage in retail sales on the Internet are all deceptive. "

can be said to be "double eleven" to let Yin man see the hope of the electricity supplier.

In 2010, Yin man first joined the double eleven. Fang Jianhua then said to Taobao's second grade that the sale of "about 1000000 bar" should be estimated, but there was no bottom in mind.

However, the result was totally unexpected, and all the goods were sold out. "Like floods, software has collapsed."

That day, it sold 6 million 800 thousand.

The paction volume in 2010 was more than 70 million.

This year, Fang Jianhua resolved to cut down the company's foreign trade business for more than ten years and concentrate on e-commerce.

Amoy brands develop {page_break} /p >

although the paction volume of < a href= "http://sjfzxm.com/news/index_s.asp" > Taobao mall < /a > has been growing exponentially since then, but the early Taobao mall is at best an online wholesale market. Most of the commodities are "OEM" from the wholesale market below the line, which is called "three no products" by Fang Jianhua: no brand, no style, no soul.

< img border= "0" align= "center" alt= "" src= "" /uploadimages/201312/31/20131231102511_sj.JPG "/" < > > "

P has been positioned as a brand in cotton and linen products since the beginning.

Through years of efforts, Yin man successfully equated his brand with the label "cotton and flax artist".

Although the clothing style of yemann is not as distinctive as it is, especially in autumn and winter, it looks similar to other local leisure brands on the market.

But it has strong brand recognition in Tmall's flagship store.

All the models wore two pigtail braids, painted warm makeup and set a posture of enjoying leisure life.

Unlike some traditional women's brands, they use different colors, such as yellow, green, autumn, and brick, and apricot.

The cotton and linen girl doll with braid has also become a unique brand logo of EMMAN, appearing in all its online shops and offices.

precise positioning and delineation of fans is the key to success.

Like the Korean people who are playing the Korean style and the "hahan" crowd, Yin man aims at the "artistic young woman" who pursues plain cotton and linen style.

Fang Jianhua introduced that P could sell tens of millions of dollars in Dangdang net in one year. The company made a survey, and drew a list of users who bought the clothes of Yin men on Dangdang and bought some books at the same time. It was found that these women bought more books in literature, literature and art, as well as baby raising, and finally defined the target audience as "literary young women" groups who love reading.

The P store failed to shut down the store, leaving only the storefront of the office area for display and display .

"the needs of young women of literature and art should not be very satisfactory."

"demand is constantly innovating and surpassing." Fang Jianhua is confident.

Emann is known as a designer brand and has its own original design and product development team.

The company has nearly 30 designers, led by Fang Jianhua's wife Lin Chi, the current director of Inman, to control the theme, tonality and development series of the whole design.

In terms of product design, Yin man and the traditional physical store process, one year ahead of the design, is now developing new autumn and winter 2014.

Unlike the physical store, it follows the way of Internet sales, which has two new applications every week, with an average of twenty or thirty new products per week, while the new speed of the traditional fashion industry is calculated monthly.

According to the latest data provided by the company, the average daily orders of Yin man are more than 10 thousand and gross margin is 60%. Fang Jianhua said that the gross profit margin will reach 65% next year.

this means that the entire supply chain of the company should be reformed and the control of customers will be more detailed.

According to past sales data, Yin man found that customers who buy discounts and customers who buy positive prices are quite different people. In the future, customers will be screened and managed.

"Marketing and product promotion should be targeted, and inventor's inventory is less than 8%, which is a relatively healthy level."

Fang Jianhua said the inventory control should be below 10%.

The P IT system, which is independently developed, has become the killer of this sales champion.

Fang Jianhua introduced that although there is a universal supply chain IT system on the market, it is difficult to match perfectly with the needs of various enterprises, and it is easy to appear various problems in operation, such as lack of fabric and being urged to deliver goods.

To this end, Fang Jianhua spent more than a year, independently developed a new system by an internal team of 15 people.

The new system not only solves the above problems, but also is clear about the company's contract information, order, shipment, defective goods and goods turnover.

Fang Jianhua knows that the trauma of traditional a href= "http://sjfzxm.com/news/index_s.asp" > clothing brand < /a > mostly comes from the pain of inventory. Many people are out of control because of the supply chain management, which leads to the crazy expansion of category, blind production and futures.

After upgrading the supply chain, P maintains several points to ensure the healthy operation of the supply chain.

First, we prefer to stock fabrics, nor blindly produce a large number of finished products; second, during design and development, unqualified fabrics can not be designed.

in the past, 30% of Yin man's style was made by quick supply chain. Although the reaction was fast, but the prepared fabrics were prone to fade and open problems. The quality of the brand was seriously criticized.

In 2012, Fang Jianhua ordered a death order for the team, which required upgrading the qualification of the processing plant and upgrading the quality to the first-class standard of the country.

In June this year, the company invested 5 million of its own fabric testing laboratory, including color fastness testing machine, sweat stain fastness oven, fabric strength machine and other equipment. The front end of the design and development of fabric testing, so as to ensure the output of quality products.

At the same time, P reduced the cost from seventy or eighty to twenty or thirty, and optimized the partners.

With P supply chain and product quality assurance, Fang Jianhua is ready to move towards multi brand operation.

At the beginning of this year, Inman bought the initial language of the brand in the same industrial park, and will develop a high-end brand "living on the left" in the next year. The customer price is fixed at 500-800 yuan, and plans to expand to the surrounding areas such as shoes, bags, scarves, ornaments and so on.

the problem is that "UNIQLO has failed to make shoes."

"but Muji has been successful," Fang Jianhua disagrees. "What we are going to do is low heels or flat bottomed casual shoes, which are consistent with the whole style of indemann."

to shop under the line /p >

When p's online business began to get better, the department stores began to sigh that they were becoming the "fitting rooms" of the electricity supplier.

But at this point, Fang Jianhua did the opposite and set up a physical store.

In September 2011, P opened the first real store in Guangzhou Zhonghua square.

According to the data of that year, the online shopping volume of Chinese netizens reached 784 billion 900 million yuan, accounting for only 3% of the total retail sales of the society. Fang Jianhua believes that the offline market still has huge room.

at that time, 60% of the users came from two or three line cities, and the North users were the main ones. According to this conclusion, if Yin man opened the entity stores in the two or three line cities that were not well developed online shopping, it would be closer to the target consumers.

After that, Yin man began to shop in the two or three northern cities of Shandong, Inner Mongolia, Heilongjiang and Anhui.

"There are about 40 households," Lin Lin, Fang Jianhua's wife, told reporters.

at this time, the problem of how to coordinate the online and offline hands has also emerged. Fang Jianhua claims to have created a set of online and offline a href= "http://sjfzxm.com/news/index_s.asp" > OAO mode < /a >, that is, < a href= "http://sjfzxm.com/news/index_s.asp" > online and and < < >, online and offline.

According to his idea, the entity store of Yin man has large electronic touch screen to realize product sharing, member sharing and activity sharing on line and offline, and unify the back-end ERP system, storage and distribution system, and open up online shopping channels.

When customers go to the store to buy clothes and want to know how to match them, as long as they scan the clothes on the screen, you can see the model matching of Yin Man online shop.

There is no merchandise displayed in the store. Customers can buy it directly through the OAO system. They can choose to pay online or cash on delivery.

it can be said that this mode is in line with the O2O trend of retailers exploring under the front line. This year, during the double eleven period, Tmall also combined 3 000 entities shop practice line, online and offline interaction.

, however, the effect of practice is not ideal. In retrospect, Fang Jianhua overlooked the fact that his online success made use of the Internet to make a small market for the small market under the line, but really got to the bottom of the line to restore the true colors of the niche market, and it could only end in failure.

In addition, the two or three line cities that were not well developed online were also hard to accept for the new OAO mode.

Only half a year later, Yin man's physical store plan failed and all stores closed.

Fang Jianhua would not like to say more about it.

"A href=" http://sjfzxm.com/news/index_s.asp "Yin man /a" was developing rapidly at that time. We feel that the development of online has already been very fast. If we expand the line quickly, the whole resource can not be allocated.

according to Lin Qi, at that time, their assumption was that 70% of the goods under the line were the same, 30% were different, and the prices of the same items were exactly the same.

But the result is that online flexibility is too large, too much activity, and the pfer of goods is too fast, "for offline dealers are a kind of injury".

Lin said, for example, those online and offline overlapped items often offer discounts online, customers buy clothes at the store, and later find it cheaper to sell on the Internet, so they end up buying them online.

"now in retrospect, we have taken the right step. We must focus on doing well online and achieving certain magnitude."

Fang Jianhua said, however, he is still in the trend of identifying online and offline integration. In the future, he will definitely consider opening shop under the line, but it will never be the traditional shop under the online.

"first, must be straight battalion"; second, experiential, there may be a coffee shop, can make handmade soap and handicraft in it, we advocate original, do it yourself.

Parents can bring their children together to make handmade soap and make pottery together.

Clothes are also sold inside. It must be a very innovative mode. "