The Growth Of Internet Women'S Clothing Brand

The key to retail is not online or offline, but whether you can find and seize the trend of passenger flow.

Often, one thing, when others are not optimistic, may be your chance.

Internet

The future must be all channels.

In the future, you should have your own source of community traffic.

The value of net red lies in its own traffic volume.

Repeat purchase is the largest traffic bonus.

On the basis of doing well the product, we should seize the continuous flow bonus to improve efficiency.

-- Fang Jianhua

The Internet was officially launched in 2008.

Brand.

Tmall's "double eleven" in 2013.

126 million of the daily sales, won the National Women's clothing brand sales champion; in 2014, including IDG, well-known investment institutions to participate in investment.

But in 2015, with the record of record high performance, the cost of passenger and acquisition under the online and offline began to reverse. Inman started the "thousand cities and thousands of stores" plan, and laid a large number of retail outlets under the layout line.

National distribution map of Yin man + store

In the era of new media traffic dividends, we are also constantly thinking about how to seize the flow bonus. This article summarizes the trend judgment, strategic layout and retail tactics of the company, hoping to provide reference for the friends in the industry and some Internet Co and traditional pformation enterprises.

2008-2014: seize the electricity supplier flow bonus period.

I started my business in 1998 to do the foundry for international fashion brands.

In 2005, Alibaba held the first Internet Commerce Conference in Guangdong.

At that time, I was trying to open up a client, with a try attitude, paid 2800 yuan, joined the Alibaba integrity.

In 2007, the subprime mortgage crisis swept the world's major financial markets, such as the US, Europe and Japan.

At that time, the company already had some experience and accumulation of funds. I decided to make my own brand, open up the domestic market and register the brand of "Yin man".

How can "Yin man" open the market? I turn my eyes to e-commerce again.

In 2008, many people felt that Taobao was playing by university students. They bought goods from wholesale markets in Yiwu and Guangzhou, and then sold them online. Basically, children played with families.

At that time, I decided to set up a team of more than ten people, and put the main energy on the Taobao Mall (now Tmall). The management of the company generally felt that the boss was not working properly.

Yin man's success has gone through a period of exploration.

In the 2008~2009 year, Taobao mall was popular with Korean clothing, and the price was low. The main consumer group was 18~22 years old.

We do not want to go with the stream. We also find that foreign customers like cotton and linen fabrics very much because they are breathable and comfortable. Therefore, Yin man chose cotton and linen style, which is priced higher than other brands, and the target customers are fashion women who pursue literature and art.

Although the relatively small positioning of the conversion rate is not high, but Yin man's customers are very sticky, so we insist on putting into the electricity supplier, and finally ushered in the blowout of Tmall business.

In 2010, he first participated in Tmall's "double eleven", with sales of 6 million 800 thousand, compared with the original estimate of 500 thousand.

In 2013, Tmall double eleven, Yin man set the National Women's wear sales champion by 126 million.

The reason why the electricity supplier can make a quick impact or a great challenge to the offline industry is that the brand electricity supplier can directly face the consumers, and there are many intermediate agents to increase the price. Many people can buy things that they did not know where to buy before, and the price is cheaper than the offline ones. Besides, Taobao, Tmall and Jingdong have also done a lot of publicity and promotion, thus attracting a lot of traffic.

The number of merchants on the network platform is not very early. These brands have the growth potential of abundant traffic and low cost.

Due to the sensitivity of the trend, Fang Jianhua resolutely invested in the early development opportunities and dividends of the electricity supplier, and succeeded in creating the Internet brand in a few years.

2015-2020: Leveraging large flow under high cost performance.

As international brands and offline traditional brands have discovered the market of e-commerce, the cost of traffic has been rising, and the traffic bonus of electronic business has been gradually diluted.

The Internet has gone through a period of rapid growth and entered a period of steady development. If the Internet brand is not offline, there is no future, and the future must be a full channel.

Therefore, the United States once again decided to make strategic pformation and layout O2O. In 2015, Inman announced the "Inman + thousand city stores". It plans to open ten thousand offline experience stores in 1000 cities throughout the country in the past 5 years.

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It has become a common understanding that online retailing is not good enough. Many traditional brands are selling off shops or jumping off buildings. Today, there are two foundations for Inman's March.

First of all, the ratio of online and offline sales of women's clothing industry is about 1:3, and the offline channel is still the main battlefield.

Secondly, the cost of online passenger acquisition has been very high, even higher than that of some two or three or four line cities. Therefore, from the perspective of customer cost, the offline customers have become very valuable.

Third, the traditional retail business model is facing urgent replacement and remodeling, and even many traditional department stores have realized the sense of crisis of aging.

But to get the huge flow under the line, we must create a brand new business mode against the disadvantages of traditional retailing.

Offline stores to achieve low fixed rate and improve market competitiveness

The core issue of offline retailing is that the price is too high, and the store becomes a fitting room.

Many traditional clothing brands are all channels, often selling cheap online, selling offline, because the line is distributed at different levels. If there is no seven to ten times the fixed rate (retail price: factory price), there may be no money to make.

But if we go to Tokyo, Seoul or the United States to buy clothes, buy shoes and buy household appliances, we will find that things are good and cheap. The high cost performance is the basic law of business.

The Internet has improved the commercial efficiency of the society and truly embodies the essence of business.

Yin Mei and other Internet women's clothing brands operated by Hui Mei Group have fixed rate of about three times.

We find that the traditional leisure brands are often unable to sell on the line, and there are not many successful cases when the high price, more than seven times the high fixed rate.

In China, if you are not a luxury, you will die if you want to sell seven to ten times the rate.

The key to the implementation of the "thousand city and ten thousand stores" plan is the same price on line and the same rate.

The key to making the line lower than the traditional half rate is that it cuts off the provincial agents and the municipal agents.

Inman's method is to use China's public logistics system to send directly to the stores across the country from Guangzhou's main warehouse every day, so that agents do not need to distribute at all levels, so that the agents' layers can be avoided.

Data show that Yin man now has strategic cooperation with new world department store, has achieved the top five of the whole floor.

Achieve zero risk in store inventory, reduce cost pressure substantially

The model introduced by emann is "fan entrepreneurship".

At present, there are about 6 million fans in this area. Many of them are old customers for several years.

Shopkeepers can be divided into sales groups.

In fact, compared with the traditional shops, the service fee of the franchisee is not high, but now people are waiting in line to join.

The pressure of inventory is the biggest burden for channel operators, and zero inventory risk is another attraction for the franchisee.

The system developed by Yin man can recommend shop style optimization and automatic replenishment, so that there is no need for bulk shops to store stores, so that stocks can be kept at a low level.

Some of the franchisees will not be able to sell. Inman is responsible for recycling them free of charge to the main warehouse and selling them through other channels.

So the franchisee has no inventory risk at all, so it can save up to 20% of the inventory cost.

In addition to removing channel inventory, there is another problem to remove inventory from manufacturers.

The way in which BI controls its inventory is first small batch production, and then according to the sales trend of Tmall, vip.com and other electronic business platforms, combined with its self developed data analysis system (BI), and the replenishment needs of various franchisees, it relies on a flexible production chain to replenish goods quickly.

Open online and offline membership system to protect store interests

The main difficulty of the whole channel mode is that there is a game under the online and offline business, and the brand operators enjoy exclusive online profits.

The brand opened a flagship store on the Internet, and the price would be cheaper than that of the franchisee. Many customers would go to the offline shop to try on clothes, then buy them at the flagship store, so that the interests of online and offline would be conflicted.

Yin man developed a network access system for thousands of City stores, which can grasp all users' information and orders.

Members registered online, if they produce buying behavior on Tmall, Jingdong and other platforms, can also share profits.

In this way, the interest conformance between the line and the line is realized, and the store will develop new members more actively.

The style is updated quickly, and the profit mechanism is used to guarantee the design quality.

Traditional clothing stores also face a problem: the style of goods is fixed, and the renewal cycle is long.

Yin man can achieve rapid upgrading, and the franchisee can go up every week.

Compared with some brand buying systems and a large number of new brands, the original design of emann may push two thousand styles a year, but has its own style tonality.

According to the market situation, according to the market conditions, the designer deduct the amount according to the order, which is conducive to motivating the designer and ensuring the quality of the design.

I (Fang Jianhua) always believe that good things are the essence, products are 1, service, experience, marketing, publicity and so on, is the process of increasing zero.

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Rely on shopkeepers and net red to catch community bonus

Whether online or offline, many businesses have been operating for many years without accumulating a few customers. Every time they sell goods, they need to buy traffic.

The new ecosystem built by WeChat is different from the centralized Taobao. It is "Pan centralization". There are many many small centers in the pan centralization, for example, the community like Luo Ji thinking is a small center.

The way to get traffic in WeChat is through social networking. WeChat's 650 million user is a big peach garden. You go to peach garden to play peach, and all of them are their own.

The pan centralization of WeChat is the core driving force for the rise of the community economy in recent years.

So every good business in the future will have its own source of social traffic.

The two social management models of Yin man are very worthy of reference.

In the past 5 years, the main bottleneck for realizing the goal of "thousand cities and thousands of stores" is to recruit many suitable shopkeepers.

Yin man recruited shopkeepers, first from fans, and in the hope that more shopkeepers would come from after 80, even after 00, because the owner of the company would not only be able to do business in traditional shops, but also be able to do e-commerce business. They would make up, take pictures and operate fans communities. If a community has two thousand fans, it will basically cover a small county market.

In addition to relying on shopkeepers to develop localized communities, we also attach great importance to the development of net red community traffic entrance.

The United States has integrated fan stars including fashion stars, fashion models, photographers and emotional writers. The popularity of signing cooperation has reached over 30, covering hundreds of millions of fans in the whole network.

From the perspective of net red platform, the value of net red is that the flow of net red can bring huge cost down, and its brand operation is easier than the traditional mode.

From the perspective of net red, they choose which companies to cooperate to see what value the company can provide. Finally, the platform of the company collages brand operation capability and supply chain capability.

In recent years, many net red Taobao stores have died, the reason is that there is no strong supply chain to support them.

In this era, the brand should be personified, for example, Alibaba has Ma Yun, Jingdong has Liu Qiangdong and milk tea sister, this is a manifestation of brand personalization.

Most net red is just beautiful, not easy to personification.

It's not just looking for beautiful looks, but I think the red of knowledge economy will have a future, such as the logic of knowledge pfer.

18 to 25 years old people may be impulsive buying because of beauty, but after she is 25 years old, she is no longer so impulsive. She has to rely on your knowledge to impress her. This is a real personification.

So what is the productivity of a net red? There is a red net called DREAMY, which has created a 15 minute sales of 1 million 600 thousand, 1 hours, 100% sales, and estimates that 70 million sales can be achieved in one year.

Generally speaking, the new words on the small net can probably sell 600 thousand to 1 million per month. They can get half of the profits and get millions of good income every year.

To understand the great productivity of net red community, we must first understand the concept of "matching degree".

If you sell lipstick, only a group of people will buy lipsticks. If you connect and introduce users, if you are a group of elderly people walking around the park, the matching degree will be very poor.

Therefore, the better the matching of the entry, the greater the value.

Naturally, the community has the best matching degree, because they get together because of a common interest and match this interest to match almost everyone in this group.

Therefore, manufacturers need to attach great importance to the dividend of community traffic in the future.

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Repeat purchase is the biggest traffic bonus.

Customers have higher traffic charges for the first time, and if they operate properly, the traffic cost of repeat customers will be greatly reduced.

So we say that repeat purchase is the biggest traffic bonus.

We have two initiatives in pushing customers to repeat purchases.

On the one hand, Yin man is thinking about the globalization of future layout.

Why should we take this step? Our intention is to use good products to fully activate the current millions of users.

For example, the safety of Chinese cosmetics is worrisome. Hui Mei can cooperate with some European cosmetic brands to achieve strategic cooperation in the Chinese market. Their sales volume may not be very large, but the products are very good. The sales ability of the United States online and offline can help the real superior products sell well in China.

On the other hand, Hui Mei Group began to implement multi brand and multi category strategy three or four years ago, which is also aimed at making millions of fans repeat purchases and maximizing the value of users and brands.

Now, there are more than ten brands such as Yin man, Chu Yu, left PASS and so on in the Hui Mei Group, and the brand upgrade has been achieved by Yin man, and the brand proposition of "slow life" has been launched. The products have been spanned from women's wear to children's clothing, shoes, bags, accessories, furniture and other categories.

In this way, customers can choose brands with different positioning and price, or choose products of different categories, so that they can fully satisfy their own needs.

About repeated purchases, the white crow of the praise mall put forward an interesting concept called "single customer economy".

He believes that ultimately a businessman is no longer a customer, but a customer.

The new retailers will analyze how much each customer consumes for me this year, and how much more customers I can spend next year.

Our implementation of globalization strategy and multi brand and multi category strategy is a practical case of "single customer economy".

Fang Jianhua's business thinking

Most people are not sensitive to the trend of traffic flow. My personal experience is that when others are not optimistic, you will have the chance to do so.

Just like the early people are not optimistic about the electricity supplier, but I ignore the company's internal objection, and try to do Taobao. Now we generally believe that the offline business is not good.

Many people are pessimistic about China's economy today. They see a lot of serious challenges. Factories are closing down, and retail businesses are also in great danger.

But according to the case of emann, enterprises can thrive on the basis of good products and seize the ever increasing volume of dividends to improve efficiency.