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Fang Jianhua: Yin Man Creates A Brand Name

2014/6/24 10:55:00 34

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The precise positioning of the brand "P > > /p >

P > Nayman started from the start of brand, positioning "cotton and linen life brand", accurate to 25-35 year old female customers, and gradually from clothing to shoe bags, accessories and other categories extension, so as to solve the customer's life in the whole experience of life as a whole, let the cotton and hemp category into the consumer mind.

focus on high quality products

2013, we invested about 5000000 in the construction of the first product inspection laboratory for women's wear brands, which ensured the quality of fabrics and clothing from inside to outside.

the company made foreign trade in 1998. It is an Internet retailing brand enterprise with traditional genes. It has rich experience and professional ability in garment quality control.

We hired professionals from the Guangzhou Criminal Investigation Brigade to control and establish the company's quality management system to eliminate the potential danger of product quality and safety.

focus on consumer changes

1, from product development to operation, focus on consumer feedback and expectations, and respond quickly and again and again until problems are solved.

2, on the basis of Yin men's dress, we expanded the categories of shoes, bags, accessories and so on, forming a large "cotton and hemp life circle", consolidating the brand "life" concept and improving the overall collocation experience of customers.

3, introducing the cotton and flax doll and Shi Yin monthly to enable customers to know more brands and enhance brand image recognition.

4, with the help of "dove release" and "recovery of single" marketing events, the pformation from online drainage to brand marketing is realized.

5, irregularly upgrading the brand customer experience. We turn the idea into reality, pform an ordinary tag into a lively and playful baby, and establish friendly interaction with consumers.

more than 10 years, the traditional clothing gene /p >

Less than p years ago, since its establishment in 1998, the company has been engaged in the design of foreign trade for generations, and has pformed e-commerce in 2005. It knows the supply chain clothing industry well, and has professional ability and product management experience.

we firmly believe that the brand must start from the love of the staff from the bottom of the heart, and the staff will be enthusiastic enough for the brand, and the brand will be able to do well.

internal activities such as "pottery training class", handwriting work for Yin Fu, cotton and linen, and love activities, let employees know their customers' personal experience of wearing products and brand culture, and perceive the potential needs of customers.

> a href= "http://www.91se91.com/news/index_c.asp" > business mode < /a >: fast company, slow life /p >

in the traditional + Internet gene business, we will be more sensitive to make decisions about changes and reactions. This is our business model. Everyone should grasp the "five before".

1, the organizational structure is fast, and the internal management of Yin man adopts flat management.

Usually, a decision can be implemented for the shortest time in more than ten minutes, such as changing an advertising map, and completing the revision and uploading in more than ten minutes.

Unlike the traditional mode of examining and approving the process of approval management, Yin man is a retail brand directly from branding to consumer. This business mode has made our ability to cope with the ever-changing Internet and the speed of its own reaction.

2, IT system is fast. In essence, the Internet is the data based Internet. We can quickly discover the problems of the company's business level through data, and can also effectively assist scientific decision-making to provide data basis, and find the best value between cost and profit.

The self built IT team can quickly develop and improve our operational level requirements. At the same time, IT information system will also become one of the core competitiveness of the brand, making the operation of the brand system more efficient.

3, service response speed, from consumer service to pre sale and after-sale, almost have to respond in real time. When customers enter stores, as long as they have doubts, the first time they think is to find customer service consultation, whether customer service can quickly help consumers solve the questions before buying determines the professional degree and many other factors.

from designer to boss, we need to see more than 10000 customer evaluations, customer consultation, after-sale questions and so on every month to analyze and catch customers' needs that have not yet been met, find new creative points, attract new customers, establish trust relationships with them, arouse consumers' resonance, and improve the details of products and brands, and strive to make clothing products that exceed customers' expectations.

4, the supply chain is fast. Over the past 16 years, we have been doing one thing, that is, we need to make the garments well. In the shortest time, we can finish the process of clothing from fabric order to warehousing within 10 days. This is the reliable speed that has been unremitting for a long time.

A long-distance runner, if you want to run fast, must first fully adjust the various functions of the body. The athletes themselves need to train for a long time to find the best coordination state, so as to maintain the long time speed and long term participation ability.

5, the speed of growth and the speed of growth are very much related to the magnitude of our enterprise. We are still a small and medium-sized venture stage enterprise. It takes ten years to do a good job, and a breakthrough in an obscure niche market has gradually pformed into a popular dress brand.

since 2010, four consecutive eleven times, we have all maintained 2 times the speed of growth, never known brands first, we only need less than 4 years, the overall growth rate is close to 200%, customers accumulated more than 3 million, the whole group sold cotton and linen jewelry about 6000000 each year.

brand see < a href= "http://www.91se91.com/news/index_c.asp > > Tmall < /a > /strong > /p >

1, Yin man set sail from Tmall, not only has sales volume here, but also can create a great brand in the new era.

2, mature consumers gather Tmall, representing the mainstream consumer of Internet Internet shopping (data); let us take six years to achieve the "all man cotton and flax artist" known by the whole network consumers.

3, Tmall has created a sound brand ecosystem chain, including business integrity system, consumer protection system, logistics integration, data support, business communication and collaboration platform, etc.

4, Tmall has created a fair competition environment for merchants to distinguish from offline. Ali is very dedicated and honest, and does not need to draw on the relationship between sales and brand influence.

5, rapid response capability drives business progress. Although Tmall has more than 20 thousand employees, its response speed to businesses and consumers has strong competitiveness in the industry, but also affects the management mechanism innovation of businesses.

My < a href= > http://www.91se91.com/news/index_c.asp > brand view < /a >: /p >

1, making a brand must start from the staff, and from inside to outside, it can make a brand. It is too important for an employee to know a brand, which determines the direction, result, quality and details of the things they do.

2, "small is big, big or small", the opportunity of small and medium brands is subdividing the category and niche market; the bigger the better the Internet is not the pointcut you choose, the smaller the market is. The market that looks like a small minority can finally become a big market.

3, I always believe that cost-effective products are the core competitiveness of the brand in the next few years, which can lead to the needs of consumers and represent the core interests of consumers.

4, in fact, we want to be very simple. If we do well in the content and products, we will not be afraid of fans or fans.

For consumers, the sharing of their real experience is word-of-mouth, which can affect people around, one pass, twenty Chuan hundred.

5, e-commerce, traffic search has passed, products and brands have the right to speak in the future.

6, retail sales are not only retail outlets or retail stores, but new and old brands have been in the same arena for nearly ten years of commercial baptism, leading the future business ecology and consumption.