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The Renaissance Road In The Electricity Supplier

2014/3/3 11:47:00 95

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Yin Man Electricity Supplier Clothing Women'S Clothing

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capital market is literature and art bill

with cotton and hemp as the core material, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand name, Yin man, gave her conference a name as comfortable as the material she advocated.

the live guests are psychologists and writers.

According to the past custom, this layout seems to be the standard of a new literary woman writer's new book signing conference, and the handsome beauty, long legged waist and heavy make-up that are often seen at the scene of the clothing brand press conference are completely independent of P.

< < a target= "_blank" href= "http://www.91se91.com/ >" dress < /a > "is the second skin of human being, it will always be with you, its presence is what you can see, you can touch, you can feel.

Love yourself, wear the clothes of life, and feel the energy it gives you from your clothes.

Su Black said.

for clothing brands, these notes are a gentle breeze on the spiritual side of consumers, but at the end of sales, operation and capital, they achieve a very "overbearing" effect.

take the "double 11" in 2013 as an example. During the preheating period, three women in the women's clothing brand, Neman, rip, and aka, spend 256 times in the advertising time of the whole day.

The final record is that the total sales volume of the man is 120 million 700 thousand yuan and 93 million 490 thousand yuan is broken up.

The change of keywords (P >) also represents the change of consumption psychology. Besides the basic attributes of good-looking and warm keeping, the concept of literature and art has become the next card of clothing business.

according to Fang Jianhua CEO, Yin man sold tens of millions of dollars in Dangdang year, and drew a list of users who bought the clothes of Yin men on Dangdang online and bought some books at the same time. It was found that these women bought more books on literature, literature and art and nursery, so he also defined the target audience as a group of "literary young women" who love reading.

"P," sources said, Yin man has won the first round of financing, including 15 million IDG million from the IDG, accounting for 18% of the shares, from the Alibaba's tens of millions of dollars, accounting for less than 15% of the shares.

The team headed by Fang Jianhua still holds control, and it can be estimated that the valuation of the capital market to Inman is nearly 100 million dollars.

"P", taking this momentum, Yin man also launched the plan to launch IPO in two or three years.

This kind of quantity is very conspicuous in the small and refined Amoy brands.

the capital market has paid attention to literary and artistic brands for some days, such as breaking the silk and silk, attracting the investment of more than ten million dollars in Sequoia Capital and Sequoia Capital.

At present, it has gained nearly 500 million annual revenue, 40% repeat purchase rate and 300% annual growth.

"although the clothing electricity supplier industry tends to be saturated, there is still huge commercial potential for the brand that sells the spirit of literature and art."

A men's brand vertical website manager told New Financial reporters.

these brands give consumers a distinct mental image.

For example, if you mention Yin man, people will think of the image of a woman with two plaited braids and a neutral and mild hue, and bring up the cracks and silks, and then think of the bright colors and contrasting national colors and patterns.

slow attitude fast operation

"you pay attention to the brand of Taobao mall, some of them have their own design style and brand spirit, such as cracking silk, pink big Dolls...

They are instructive for the management of the future clothing brand, and I think it is a trend.

Xu Xiaohui, founder of literary and fashion brands, told the new financial observer.

"P" is different from the Yin man and the broken silk. It is not an Amoy brand, but an independent brand and an independent website.

This is a brand with a long way to go, founded by Xu Xiaohui, vice president of Vic.

the first carved brand was founded in April 2011, and the first round of financing was nearly ten million.

After more than two years of hard management, Xu Xiaohui sold the brand to everyone in March 2013, and everyone is Xu Xiaohui's former club.

from the brand point of view, the initial idea of founding is in line with the development trend of clothing business.

The website has failed, but the brand has left behind, as the industry says, this brand will sell at least.

this can be seen from the initial attention at the beginning of the line.

in the online preview version of the website for 8 hours, it attracted more than 5000 registered users. On the 100 day, the registered users reached 300 thousand, and the daily orders were close to 1000, which was better than the websites that had been online for about half a year.

even Liu Shuang, the founder of NOP's men's clothing, also commented frankly: "Chinese clothing (000902, stock bar) B2C followed the same stereotyped VANCL template at last, something a little different, and what cultural people do is taste."

contrary to the "fast fashion" trend of the Internet, the idea put forward at the beginning is "slow life".

"some critics say that the art of the first time will not last long. We also listen patiently and do not explain.

In the extensive, barbaric and fast growing Internet, this alternative art brand has been born, no longer a legend.

And let's leave it to tomorrow.

Xu Xiaohui said.

"P" in the country, this idea appears in most of the core elements of making literary and artistic clothing brands.

P has also been advocating the concept of "slow life". For Jianhua, the important task of brand building is to expand the connotation of the brand and create a "cotton and ramie life circle".

"P" not only that, Yin man also created a "slow life" working environment inside the company, invited Guangzhou artists to open pottery classes to the company, and also opened up some areas for vegetable gardens, so that employees could grow vegetables for themselves, develop their creativity and let them experience the real experience of "slow life".

although "slow life" appears as the brand spirit attribute of literature and art brand, but again "slow", behind also must carry out according to the rules of business.

"Although the initial positioning is" slow life ", our game is fast fashion, and fast is still the core of product design and supply chain management.

Xu Xiaohui said.

in the early period of the Xu Xiaohui era, the main reason why we can not continue to operate independently is the supply chain.

"the 2011 section is relatively unsystematic, a bit of a mess, including some confusion in quality."

Xu Xiaohui said, "when we first started, because of the short history, factories did not trust us."

The most difficult part of these brands is "P". "Xu Xiaohui" is not the origin of clothing industry.

He is an Internet user, although there are Internet ideas and business ideas, but obviously there is a great shortage of ideas and resources in industry.

The shortage of supply chain results in the premium space being squeezed.

Now it's a good end to all guests. "

The commentator of the electricity supplier commented on the new financial reporter.

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supply chain is lifeline /p >

in Fang Jianhua's view, the trauma of traditional clothing brands mostly comes from the pain of inventory. Many people lose control of supply chain management, which leads to crazy expansion of category, blind production and futures, resulting in breakage of cash flow and death in inventory.

in order to ensure the healthy operation of the supply chain, Yin man insists on two principles. First of all, he prefers to stock fabrics, and does not blindly produce large quantities of finished products. Secondly, when designing and developing, unqualified fabrics can not be designed.

At the same time, Yin man also streamlined the supplier, from the original seventy or eighty to twenty or thirty, which reduced the management cost and improved the management quality.

Similar to P, as early as 2012, a piece of cloth was split from design manuscript to plate making to take pictures. Finally, the operation team decided to go online or not. The whole process of production and development needed only two weeks.

Less than 20 weeks, there are more than 2 new items in P. The first time is 2 to 3 months, and the quick return time is 30 to 40 days.

in terms of supply, these brands have a good example -- Zara.

as many people in the industry know, the whole supply chain and the ten major links of Zara will take 15 days as a whole.

The case study of Harvard P shows that the average selling price of Zara clothing is 15% off of the total price, while the industry average is 40 percent off to 30 percent off.

The proportion of unsold goods accounted for less than 10% of the inventory, and the average industry level was 17% to 20%.

"Zara knows well that if they don't have to offer such a big discount, they can spend money in other ways," said P, one of the authors of Harvard research paper.

They can see the benefits and benefits of this certainty and rhythm in the supply chain. "

for the newly emerging design brands in China, the cycle of Zara can not be completely copied, because it may take two weeks to a month for product development alone.

but the experience of supply chain with accurate market analysis and rapid response system is particularly worth learning.

"P >" now, traffic acquisition can no longer continue to become the core competitiveness of the brand, e-commerce as a business channel is bound to return to the essence of business, so products will inevitably become the real core of future electricity supplier competition.

And consumers' increasingly distinctive personality and aesthetic claims have led to more and more diversified demand for products. Small batch rapid updating of products has become an inevitable trend, and flexible supply chain has become crucial in new business needs.

Zhang Yuhan, a lecturer at the business school and a general manager of Shanghai Jane dream Agel Ecommerce Ltd, is the conclusion.

P fast supply chain, though rapid, has brought great challenges to brand quality.

Yin man also had problems such as fabric opening, easy fading and so on.

To solve this problem, Fang Jianhua invested 5 million in building a fabric testing laboratory, including washing and color fastness testing machine, sweat stain fastness oven, fabric strength machine and other equipment.

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

In addition to acquiring the brand name "initial language", it also plans to penetrate into the surrounding areas such as "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a ", bags, scarves, accessories and so on.

the trade-off between brand and electricity supplier /p >

past experience has shown that for literary and artistic brands, making brands is more reliable than doing business.

P, who focused on making brand, bought the first language of Amoy brand in 2012, opening the first step of group warfare.

In 2013, the sales volume of Yin man was 760 million yuan, and the sales volume of primary language was 360 million yuan. The annual sales volume of sinomi group, which was affiliated to Yin man and Chu language, had reached 1 billion 120 million yuan.

Fang Jianhua forecast that in 2016, the Group sales will reach 3 billion to 5 billion yuan.

this order is not achieved by playing concept cards.

For original literary and artistic brand, brand is "world view", and electricity supplier is "methodology".

the main brand and the pursuit of simple and comfortable dress experience are constantly moving. In the initial stage, similar to many Taobao C stores, the whole team is the two founder plus several customer service.

despite the busy year, it has a good income. But in the eyes of the founders of the two advertising industry, there are too many C shops and homogenization. They worry that although the shop which is licensed for literature and art can be popular, it will be eliminated in the long run.

"P >, so they moved to Hangzhou registered company, perfect the framework, set up design department, edition room, outbound production, operation, quality inspection and other departments.

After the system was structured, the "continuous pace" slowly reached the sales level of tens of millions of years.

this is the law of the original literary and art brand. If we break away from this rule, brand development will encounter great obstacles.

In the case of "P", in November 6, 2010, it was named "the creator of a comfortable and comfortable life". It sold socks for people pursuing high quality products, and then extended products to underwear, stockings and other categories. It had its own brand and independent vertical website, and in December 2010, it received 10 million yuan from Xu Xiaoping.

August 2012, due to the arrears of factory loans, the warehouse was seized by law enforcement agencies, and all the goods under the net were closed.

because of the definition of pure cotton and the definition of quality life, the online cotton thread was also popular at the beginning.

but it is difficult to match the operation and promotion of platform brand with the growth rule of a new brand.

Less than 10 months after the establishment of the P, the high-profile network announced the launch of brand advertising with Focus Media and Sina.

According to internal sources, the advertising expenses burned by Wei cotton on the public, Sina and buses probably account for 50% of the total amount of financing before.

but from the sales point of view, the average daily orders in the early days of advertising dropped to a peak of 3000. In the whole time, the average price of the cotton guest is about 50 to 100 yuan, and the average daily orders are 200 to 300.

It can be estimated that the cost of advertising will cost 1.1 yuan to 3.3 yuan per 1 yuan RMB.

"facing the market which tends to be saturated, as a design brand, we must consider how to live and move forward. The first step is to cross the vertical website of building brand, not to take the lead of the brand seriously, but to take the lead of Internet thinking.

Such a brand, even if the literary and artistic elements are more attractive, is also very difficult to follow the wind.

The executives said.