The Clothing Brand Has Started The Attempt Of Landing On The Line.

The drainage costs of online platforms led by Taobao and Tmall are getting higher and higher.

That is to say, every time a new user is obtained, the cost of the business is much higher than before.

The core of all businesses is to retain the old users and get more new users.

These costs have even exceeded the cost of opening a physical store in three or four line cities.

Thus,

The Amoy brand began its attempt to land below the line.

Since last July

Since the start of the itemann + thousand city store program, in just 8 months, more than 200 contracts have been signed, as of the end of last year, 80% of the shops have been profitable, and 20% have applied for two stores.

"Two legs" run up

Unlike the traditional offline clothing brands, he promises "zero affiliate fees, zero inventory and zero soft clothing" to help fans start their own businesses.

According to Fang Jianhua, founder of Yin man brand, every garment in the shop is unique. Only two dimensional yards on the clothing tag can be used to get the price.

The style and price of clothes are updated synchronously on line and line. Consumers can choose cash payment or mobile payment.

After the payment is completed, you can also pick up the merchandise on the spot or go home to express.

If the merchandise in the store is taken away by the customer, the owner can complete the replenishment quickly through the Yin man logistics system.

As long as consumers have a purchase behavior in the physical store, they automatically become "fans". In the future, the "fans" will continue to go back to the physical store to buy or to buy online, as the first "drainage" entity store can get the corresponding royalty.

Fang Jianhua believes that this is a thorough supply chain system, commodity system, price system, membership system, profitability and service system integration, is the reshaping of the traditional retail business mode.

But this mode has also caused the insiders' deliberation and controversy, because this actually means that Yin man needs to merge the supply chain under the line with the original supply chain.

At the same time, Yin man's collaboration in supply chain system, goods system, price system and even profit segmentation system is also a big challenge.

In fact, "Yin man" is the shop under the hope that it will become a showroom, which can be changed frequently, and there are not many single products in each style.

However, for franchisees, replenishment has become a difficult problem.

This does not exist in the past experience of clothing retailing.

Therefore, franchisees had to start questioning that "yeman" focused on the online shopping mall in the deployment of goods.

In other words, the distribution system built by Iman is not fair to offline stores.

In terms of inventory,

Only one large warehouse can meet the needs of the whole nation, and the first quantity is not large, the warehouse only needs to maintain for a few days, and then scrolls up and replenish the goods according to the consumption demand.

However, there are many unavoidable problems when Amoy brands enter the line.

The number of clothing codes is much more than that of a physical store, so the distribution of goods in the open season has reached seven or eight of the sales volume of the quarter.

According to Yin man, only 20% of consumers choose to shop on the Internet, and some are willing to wait for a few days to shop.

That is to say, there are still a large number of people who are willing to pay for the goods on hand. If the owner does not hoard the goods, it will definitely affect the business.

It is worth noting that in line with the market attempt, Yin man is not the first to lift.

Another brand named "crack and silk", which was named after the name of Yin man, once tested the market under the water line in 2012.

However, the South Korean clothing House said that it would not consider the offline layout, but would wholeheartedly intent on the goal of the "Internet fashion brand Incubation Platform".

China's Internet apparel brand has been trying various ways since the beginning of 2000. However, there have been no successful cases so far. The reasons for this are whether people are wise or not, whether wise people will see wisdom and whether Internet clothing brands can achieve breakthroughs in the future.

"Now many Internet brands enter the shop under the line, an important reason is to consider from the perspective of corporate performance growth."

Fang Jianhua said: "in recent years, many brands are constantly closing shop, it seems that the line is becoming more and more difficult to do.

On the contrary, I think that when others think there is no chance for this place, you can seize it, perhaps the greatest opportunity. "

He also believes that the next few years must be a new era of online and offline convergence, and this day will be faster than we think.

If only offline channels are limited to offline stores, such enterprises will have no future.

If the clothing brand is only online, there are no offline stores to support it, there is no future.

Therefore, the real future business is to let their two legs run up.

What do fans buy?

As an Internet brand, there is bound to be a lack of offline shop experience.

As a matter of fact, there are too many channels of traditional retail, so O2O's mode is directly facing consumers and playing the fans community economy.

That is to say, even if we move towards the line, we still can not do without the strength of its 6 million fans.

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In Fang Jianhua's view, there is no communication between the traditional entity store, the brand and the customers, between the customers and the customers. The salesperson acts as a shopping guide, and the paction completes the relationship.

In reality, people dealing with people should have people's feelings and temperatures, and have social reality scenes.

Brand tonality should be pformed into a scene with substantial temperature to attract more consumers to shop experience.

Therefore, Yin man + mode has opened up three channels, including shops, electricity providers and micro businesses, upgrading from simple sales to social operators.

The power of the community can bring together the flow of people on the shop floor.

This is fundamentally different from the traditional shop's waiting for the rabbit model.

In addition, Yin man + now has clothing, shoes, accessories, home, with the book bar, cafe life scenes and atmosphere, the future will gradually extend to the slow life space of seven meters visible range of products.

Fang Jianhua said that people and people are not a simple business relationship, fun, play is the key.

What the Yin man + experiential shop is doing is to build itself into an interactive fan life community based on slow life, a shop is a community, and concerts, manual courses, flower arranging art and other theme activities that are closely related to customer life will be held.

As the high-end women's clothing brand of the company, the experience of "fans living under the left" union type living hall will reach 70% attendance rate.

By inviting 100 online "left fans" and offline super VIP to participate in Sharon.

You can first experience the new series in the left spring, or participate in exclusive handwriting courses, drinking afternoon tea to share life aesthetics.

It is not the first time that this line activity has been known to EMMAN.

Since the beginning of last year, a number of such VIP experience sessions have been held in recent years. Apart from making up for the disadvantages of online brand unification, it is impossible to directly experience the shortage of products, and more importantly, by inviting VIP and its friends and high-end industry consumer groups to participate in the experience, it is not aimed at the sale of objects. Instead, it provides collocation courses, handcraft courses and excellent fitting experience, so that consumers can become disseminators and pry the circle economy.

In addition, with the subversion of consumption patterns, from thousands to thousands of thousands of people, thousands of thousands of people.

In the era of fans economy, the new generation has become one of the main force of purchase, and the consumption varieties are fragmented, community oriented and personalized. Therefore, enterprises have begun to create popular products around individuality, cost-effective and interest attributes.

As a matter of fact, in terms of domestic costume design, the role of the operator is greatly influenced by the market, which makes it hard for designers to stick to the original intention when creating, often inclined to the design style that can not be sold by high cooling, but it has no advantage in practicality and cost performance.

Fang Jianhua said that the designer's standard depends on whether he can walk into the consumer or not enough to understand the fans.

According to the analysis of the industry, the high performance price ratio will cause unprecedented impact on the profiteering goods, forcing the brand age of high rate and high profits to come to an end. This will be a trend.

At the same time, the heat of luxury consumption will also decline. Personalized and cost-effective brands will become the mainstream of fashion consumption.