Clothing Brand: Pure Electricity Supplier Spanformation O2O Mode Innovation

move Internet Rapid development, but many people still have a preference for offline experience service. Therefore, some online suppliers also want to gradually penetrate the line, but in fact, it is not easy. Channel, site selection, inventory and so on are likely to become the factors that divide the online and offline entities into two business sectors. When the Internet Women's wear In 2012, "brand direct + joint venture", the brand of the company tried to make a comeback, and announced the plan of "thousand cities and ten thousand stores", which attracted the attention of the industry.

Mobile terminal consumption habits have been formed

For the Amoy brands engaged in clothing, the user lacks a very important experience link while buying clothes by the electricity supplier. Starting three years ago, he wanted to explore offline stores. O2O 。 In 2012, Fang Jianhua, founder of Yin man, had expressed his intention to open more than 30 physical stores in the two or three northern cities of Shandong, Inner Mongolia, Heilongjiang and Anhui. But the mobile Internet was not popular at that time, and there was a bridge between online and offline. Eventually, the O2O test was suspended.

"The reason why we choose to rearrange the line now is that the mobile Internet era has made the objective environment more mature than before." Fang Jianhua said, first, the consumption habits of mobile terminals have been formed, the payment system is very reliable and sound; the two is the layout of the multi brand category of Yin man brand is mature, we already have women's clothing, shoes, bags, accessories, and will also introduce furniture in succession. Children's wear These foundations have given us the confidence to build a slow living space.

Coincidentally, the online dress brand Fabletics of the US online also announced recently that it plans to open 5 offline stores on the east coast of the United States through the cooperation with General Growth Properties of the real estate retail group this autumn. Tang Dafeng, the founder of the company, also said before that, "the market under the line is also very large, and the online buyers can interact well with online buyers. This year they will go offline."

Pure e-commerce spanformation O2O, so that the online offline interactive consumption seems to be the trend of the future of clothing e-commerce.

Many brands are still cautious

But at present, whether the traditional brand wants to do online or online business penetration line, many clothing brands find that online and offline linkage is not easy. In Fang Jianhua's view, many Amoy brands are now under the line, almost all of which are traditional shop opening models, and have not been well integrated with the mobile Internet.

"Beginning in 2009, camels began to test the water electricity providers. At the beginning, they used the electricity supplier as an auxiliary channel for clearing stocks in the physical stores. After that, they found that they did not play the role of 1+1>2, so they set up an electronic business team to design different styles of clothing according to online and offline audiences." Xiao Yisheng, the head of camel public relations department, said that traditional brands like camels are mainly agents based on line, and online is direct battalion. Therefore, online and offline integration need to balance their interests. At present, O2O, which is relatively down to date, helps agents to use online technology to service lines, such as using WeChat to gather consumers and members of the line to improve the repeat purchase rate. Camels are still opening new stores steadily, but they are mainly boutiques and flagship stores.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. also said that the problem facing the channel of Amoy brand line is inertia online thinking, the conversion rate is a problem, and the consumers' demands are more detailed under the line, and the requirements for experience details are higher. In addition, the store has to pay rent, labor costs, etc., 5% of the net profit margin may earn money online, but for the physical store, to achieve profitability is very difficult.

Because of this, more clothing business operators are still cautious about O2O. "Offline stores will open in the future, but as for what time to open and what mode to open, we haven't thought about it yet." KOMANIC, the founder of the Internet shoe brand, Lin Shuangde, told reporters in an interview with the new Express newspaper. And Tang Feng also made sure that the shop under the broken silk line is only profitable and will open second branches.

Many clothing business spanformation after O2O want to expand the category, but everyone's lesson, how do you think you should avoid risks?

Fang Jianhua: the biggest setback that any guest encountered is the state of being out of control in the previous two years. That is to say, the company only made achievements, but neglected the problem of inventory control. For example, it still used the full stock system, resulting in its inventory as well as its category expansion too fast.

We are still surrounded by the cotton and linen life circle of Yin man, and we will never make mops or electrical appliances. There is a quick turnover system behind us. For example, there are 500 pieces of clothing, and there are 200 items in the total warehouse. When we sell about 200 pieces, we have system hints. This system is faster than traditional shops.

Is your biggest competitor a Muji?

Cai Ying: Yes. We think Muji is a niche brand for young artists. At the same time, muti price and appeal are really suitable for the Chinese market. We also have a question mark, so we are confident that we will surpass it after some time.

In fact, like millet, Millet's mobile phone may not make money, but the distribution of millet is sure to make money. In the future, maybe clothing is a carrier. We can often interact through clothing, adding many additional things in it, such as home. We are not only confined to the clothing industry, but we also want to show the fans a kind of life.

Mode innovation

Stores do not look at sales, service shop performance and fans binding

"The advantage of the electricity supplier is either the business mode is innovating, or there are good resources and good shops, so we need to find out where the characteristics are, and where the core competitiveness is." This is the decision to re open the shop next door, Fang Jianhua kept asking himself questions.

Fang Jianhua finally got the answer. Aiming to promote the concept of "slow life", he promoted the concept of "slow life" to let more people know this idea and gradually become a fan of Yin man, and then let the product become a bridge for cultural communication between fans and brands. "Therefore, the innovative business model of the company is that stores do not value sales and value services. The goal of every shopkeeper is to serve the users well, to make the users who identify with the brand culture become fans, and to bind them under the door of the shopkeeper. After the fans spend every time, the owner can get the corresponding Commission. Fans can also choose whether to release the binding according to the service attitude of the shopkeeper.

Cai Ying, vice president of Hui Mei Group, said, "thousands of City stores" will be more of a community in the future. We tell shopkeepers that more people will come to your store to recognize your store and service. If you bind more fans, the more you will get, the more you will get. Our core is to turn the product spanaction process into a vermicelli trading process, which subverts the traditional shop concept.

Franchisee headquarters direct supply and share one stock.

Fang Jianhua's specific method is to provide 200 entities store franchisees with "0 franchise fee, 0 inventory and 0 soft loading" support, dozens of square meters of stores, brand direct supply, and product library all in sync, no middleman. At the same time, styles and prices are also updated online and offline. Only the two-dimensional code on the clothing tag, the scan code can get the price, the store supports cash payment, and also supports mobile payment. Consumers can choose to express their products at home, or to bring home merchandise at the scene. Shopkeepers login the order system, can quickly replenish goods, at the same time can do 15 days for new, bad sales can be changed in time. What shopkeepers need to do is to find the right place to pay for the shops themselves, and the others in the shop are responsible for the brand.

At present, Yin man has opened five stores, all of which are franchising systems, and is expected to invest 100 million yuan to launch stores in 2016 to achieve the vision of "thousand cities and thousands of stores".

In Fang Jianhua's view, the core of supporting this huge plan is the supply mode of supporting stores in the supply chain.

"The traditional brand takes the mode of replacing the market on behalf of the market. The loss of interests is fast, and the annual order will be held, so that the stock can not be shared. After years of layout, Yin man has been able to achieve only one inventory, and all stores share this inventory, shipped directly by the brand.

Fang Jianhua said that in order to build the supply chain that supports the store's supply mode, Inman has invested 50% of its energy in 2012, and the advantage of this supply chain has made it difficult for other clothing business providers to catch up with O2O's pace.