Fang Jianhua: Light Channel Operation To Activate Business Power

As a strong brand of e-commerce and online channels, Sini group has formulated targeted strategies in the process of entering the line.

In the pursuit of personalized, multi-channel consumption trend, Yin man's practice of light channel operation, really let China's commercial retail run again.

In recent years, the trend of integration of apparel industry offline has become more and more obvious.

Last summer, the Hui Mei Group launched the strategy of "thousand cities and ten thousand stores", announcing that it would enter the offline market.

Jiangxi, Henan and Hubei account for more than 30% of the more than 200 shops that have been signed.

Fang Jianhua said that the 80% of the cooperative stores were profitable, and even 20% of them had applied for second stores, which directly reflected the confidence of the partners in "Yin man +".

At the same time, in Shanghai, Beijing, Guangzhou, Wuhan, Chongqing, Yantai, Shenzhen and other places, Yin man will use the direct experience store mode in the future, concentrating on building a model store, and exporting an effective and feasible mode for the franchisees.

Speaking of this new business, Fang Jianhua said, "Hui Mei group can help many community opinion leaders to pform their brand from the original new media marketing products.

At present, most active red nets on the Internet have good fashion and aesthetic ability, but they lack the ability and shape of supply chain.

The foundation of brand operation, which is precisely the advantage of Hui Mei Group, is to build a brand with their temperament and quality, and help create a new era of net red.

According to the internal BI system data of sinomi group, this year, the group's sales volume of e-commerce community business for clothing retail consumer market is expected to exceed 200 million yuan. If the cumulative effect of TOP100 camp is added, the market share of sinomi group will exceed 80%.

The electricity supplier community business line will become a new growth point of the 2016 performance of the Hui Mei Group. Fang Jianhua said that the "fans economy" has been listed as the strategic location of the group's layout in recent years.

In fact, this is also based on the platform of the fashion ecosystem of Hui Mei Group, and the construction of the business layout. At the same time, it takes the consumer as the center to do the fulcrum operation of different consumer community attributes, different scenarios and different channels.

It is understood that Hui Mei Group has entered into strategic cooperation with Yintai, new world department store and prime O2O life hall.

With traditional brands in shopping malls, department stores,

Compared to the open shop, the group's "Yin man + department store" mode includes "the operation of fans, giving customers new experience; experiential marketing, better gathering of people; online and offline interchanges, enhancing the stickiness of fans; returning to the essence of business, providing cost-effective products; shop + e-commerce + micro business, 360 degree link customer relationship" five advantages.

In addition to the layout line business, this year, the group will also cooperate with "net red" to develop the business community line.

In essence, the

Benefit from "net red" "fans economy" effect, and the Hui Mei Group has played the role of "supporting platform" behind "net red".

In addition to the development of offline offline market, Hui Mei Group also launched the new brand empowerment plan, aiming at an internal management mechanism for the new brand of Hui Mei Group.

It is worth noting that compared with the Internet apparel brands at the same level of competition, the launch of the new brand empowerment plan of Hui Mei Group does not mean that the business mode of the group has changed fundamentally. Fang Jianhua said that this is only an upgrade of management mechanism and mode.

He said, "in fact, we have already begun to do this plan in the past few years, but we have been carrying out the optimization and upgrading of the mechanism. We hope to reintegrate resources such as talent, capital, supply chain and management mode to meet the needs of the rapid growth of the new brand".