How To Build A New Fashion Ecosystem

A few days ago, Wang Jun, Secretary General of China Fashion Forum, carried out in-depth communication and dialogue with Fang Jianhua on the core topic of "brand".

In his speech, Fang Jianhua revealed the strategic layout of the whole fashion ecosystem of the Hui Mei Group.

Both sides of the dialogue:

Wang Jun, Secretary General of China Fashion Forum

Fang Jianhua, founder of Yin man and chairman of Hui Mei Group

The concept of life behind brand is the most important.

Wang Jun: how many of us are there now?

How to classify and how to operate these brands?

Fang Jianhua: now the group has 8 brands, and now it has formed a certain scale of sales, including Yin man, Chu language and living on the left. Besides, we have some new brands that are just on line, or are going on line one after another.

The general principle of our brand is to have a unique design style that can be a favorite style for a group of people. This is a basic principle for us to build this multi brand.

We must have a strong preference for our brand, which is a basic principle in choosing what brand we are going to make and what kind of brand partner and designer we should choose.

Wang Jun: in fact, do you take brand partners, especially brand hobbies, as a basis for consumers to buy "life value"?

Fang Jianhua: it's a way of life. And if this brand partner is himself, his understanding of his brand and his attitude towards life must be from the bottom of his heart.

It may not be related to business, but he has a very good understanding of the positioning of his ethnic group and his thoughts and lifestyle.

Wang Jun: are these brands all women's wear?

Fang Jianhua: the existing brands are focused on women's clothing, which has not yet done other categories.

Wang Jun: this brand of Yin man looks at it from the three angles of the Internet, the future online and the clothing industry. What is the brand image of the brand, including the connotation of this brand, what is the status of it? How to evaluate it?

Fang Jianhua: in the past few years, in 2011 -2013, Yin man has remembered that Yin man is the artist of cotton and flax. That is the core word of our early brand, which is to make cotton linen, that is, "Yin man = cotton and linen".

In 2014, we put forward "Yin man = slow life". This year, our consumers, or the outside world, remember that now, emann is advocating slow life.

The concept of slow life is motivated by the fact that modern urban people, whether we eat, work, stress or life, are too fast to wear our clothes, so that they can relax their bodies and mind, and can calm down and enjoy life.

Like tourism, we advocate deep tourism instead of taking a fancy to it.

When we go to a place to travel, it may take three days or five days. We really need to carefully grade every tourist place. Where is its cultural connotation? What inspiration does it bring to our life? We have advocated this "slow life" concept since the beginning of this year, and in the future, we will focus on such a concept of life.

Wang Jun: "slow" as a very important value to advocate, let people pay attention to this way of life?

Fang Jianhua: Yes, we advocate slow, slow food, slow work and slow reading. These are the core points of our slow life.

Wang Jun: do you have any imagination in the future about how to accumulate some good lifestyle and experience in Chinese people's life and civilization for many years to apply this kind of service to modern life?

Yes, new business has the function of resurrecting traditional culture.

Fang Jianhua: now our group has a new high-end brand named "living on the left".

What we advocate is "not duplicable manual".

The founders living in the left, and our design director, feel that the whole industry in China now uses all kinds of clothes that are used in the industrial society.

And we hope that this brand can grow rapidly, constantly copy and plagiarize, create a vicious circle. In addition, there are also some traditional handicrafts. Now you may find it troublesome. Many clothing brands find it very cumbersome and cumbersome.

There are many good handicrafts in China. These crafts may be hidden in the folk. They are not well exploited by the clothing brands in our area.

We have gone several stops this time. In Guizhou and Yunnan, we found some excellent handicrafts, batik, Miao embroidery and so on. They are in a very poor place, and it is very difficult to find such orders. Actually, it is in a very remote place, where the living environment is very backward, but only by handicraft skills, some organizations have been sent to them through layers.

In fact, their handicrafts are very good.

In the past, we have been living in the left hand base in Guizhou. We hope to establish direct cooperation with local craftsmen, so that the development of these handicraft products on the left can really land on their side and help people in these areas to start their own businesses and promote employment.

I think it is very valuable and meaningful for both our brand and the cradle of craftsmanship.

In the future, we will also look for more traditional Chinese handicrafts, and some handcrafts that will soon be lost and pick them up.

Now our clothes are directly sent to their gathering place, so that they can do Miao embroidery, manual embroidery, batik and so on.

Building light companies to promote pformation of cooperative factories

Wang Jun: do you have factories now?

Fang Jianhua: our production is all outsourced.

Wang Jun: will there be any factory in the future?

Fang Jianhua: our current business model is still a light company.

In fact, where is our core competitiveness? It lies in our design as our core competitiveness, as well as the sales mode of the Internet. This is our most important core competitiveness.

Our entire outsourcing is specified.

The supplier, from fabric selection, testing to final selection, is strictly controlled according to our standards, so that the whole process of a link, to do their own "light" rather than the long tail to do anything "big company".

Wang Jun: Although you don't have your own factory, will you establish close ties with some factories and establish exclusive resources through factories through separate contracts? How do you see this problem?

Fang Jianhua: China's labor force is becoming less and less expensive, and the cheap labor force is no longer an important competitive core of the garment industry.

The size of the whole group is expanding and orders are increasing.

Now we have found many suppliers for the first tier and second tier brands in the world. We have also found many problems.

Now there are many strategic suppliers growing up with us. We are mostly through the Internet, because the sales mode of the Internet is not the same as that of the traditional sales mode. The first requirement is quality, which is actually higher than that of the offline (the Internet has a higher demand on the supply chain in terms of quality and speed).

Why? Because we sell them one by one, and the next is more likely to be dispersed by agents to stores.

We buy it online by consumers. After buying it, he has to evaluate how it is (quality, style, size, handle). What is the rating of your whole store?

Now living on the left, we have scored three scores, services, product descriptions, delivery scores 4.9, and consumers' evaluation and feedback are 40% higher than that of peers.

I think this is relatively hard to do.

We are more willing to cooperate with these traditional factories so that he can make use of the Internet's thinking to pform their factories.

At present, although we have encountered many difficulties, after two years of running in, he has been in accordance with our requirements, and according to his boss's own innovation and pformation, he constantly uses the most advanced machine and the most advanced management mode.

In addition, he used Internet thinking to help him realize and pform his supply chain to suit our needs.

Over the past two years, some of the better suppliers have been settling down.

Some time ago, I went to Yakult's factory in Guangzhou to see that the whole factory produced 1 million 500 thousand bottles of milk yogurt per day, but the whole factory did not exceed 100 people, all of which were automatic assembly lines.

I think the clothing industry should be innovated, not only the brand and enterprises of our generation, but also need to unite the whole world to pay more attention to this industry, so that the industry will move from labor-intensive to an industry with relatively high technology content.

Wang Jun: companies like you are relatively light at the beginning. What are they going to do in the future?

Fang Jianhua: light up to improve our core competitiveness.

Wang Jun: do these customers who buy things on the Internet are as thin and demanding as the line? The second is the demand for people to buy things on the Internet. Is this the requirement or the feeling?

Fang Jianhua: the demand of consumers is getting higher and higher. We must pursue a good thing and buy a surprise price. This is the future online or offline. I think this is an inevitable trend.

Then ask our whole.

Brand, how to build his competitiveness, this is very critical.

The garment factory that you just said is actually in recent years. Apart from finding some suppliers of core strategy and doing the pformation of Internet thinking, it is now an important concern for these factories to pform from labor-intensive industries to technology oriented industries.

This is my next priority.

Wang Jun: can products be solved only by design and design process, or do you want to be a unique brand different from others?

Fang Jianhua: my concern now is more about the layout and future layout of our entire industry chain.

In the layout of the entire industry chain, you can go to the warehouse to see our logistics, and my automation level is very high.

Our logistics sorting, sending ten thousand packages a day, accuracy reached 99.99% accuracy rate.

Our current product inspection is entrusted to the companies that do the product inspection for Japanese products, and he is responsible for the inspection of our entire products.