Fang Jianhua: What Do You Not Know Will Destroy You?

Born in Jiangxi, he graduated from the University and worked in the foreign trade processing industry in Guangzhou. He founded the Hui Mei Group in 1998.

In 2005, Alibaba joined the Alibaba to develop foreign trade electricity suppliers, and opened the flagship store in 2008.

Brand.

The trajectory of life was similar to that of many manufacturing bosses in Guangdong 8 years ago.

But 8 years later, when more and more

Manufacturers are worried about the city, depressed orders no longer, the cost increases; when offline retailers feel the road ahead, from the Amoy brand to the Ma Ma electronic business platform, Yin man, has been selling nearly 2 billion yuan a year, with more than 1000 fans of the momentum of the regression line, in 2016 will open 1000 real offline shop.

Those who have the chance to walk to the Haizhu Creative Park in Guangzhou will be surprised to find that in the surrounding industrial park surrounded by villages and small factories, the Mei Mei Group has turned it into a the Peach Garden.

Its high-end brands live in the left office environment, which is more like Tang Feng. There are flower beds and small fish ponds at the door, pushing open the old doors, flowing water, and warm scenes, hanging on display shelves and clothes worn on models.

The office area, product display area, concept store display area and T area are naturally linked by waterscape pieces. The director's office is a steeple hut with its own style of Japanese style. All kinds of meticulous design seem to bring people into the clothes and shadows of the old time and space.

From offline to online, from online to offline, Fang Jianhua, who likes to talk about business logic leisurely, kung fu tea, has changed the business of rivers and lakes into a cup of delicious tea for nearly ten years.

In a short question and answer, Fang Jianhua's deep thinking over the past 10 years has been condensed.

What do you not know will destroy you?

From the early fans festival to the fashion reality show "goddess new clothes" two years ago to the micro signal and mobile live broadcast today, you seem to be very keen on trying all kinds of latest ways of communication, which are quite different from the styles of many brand owners. Why?

Fang Jianhua: because I have never regarded myself as a boss, but an ordinary person in the Internet age.

In addition, in recent years, I have witnessed the mobile terminal traffic from zero to 80% of the entire group business. It can be said that in the Internet age, what you do not understand will eventually destroy you.

In the era of streaming media, target customers receive information and social habits change very quickly. The best way to adapt to change is to be willing to try and integrate themselves.

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What do you think of the net red economy? What does the traffic brought by net red mean to the electricity supplier?

Fang Jianhua: now most of the net red is just like the early Taobao entrepreneurs, they have no supply chain, no source of superiority, but can realize the flow through personal brand, and make profits at the difference price.

After the wave of the sand, there will be several brands with quality advantages.

Although the net red economy is a draught, they are personal brands, which are more suitable for endorsing their products and are not suitable for promoting others' brands.

Net red can only bring a long repeat purchase rate only when promoting its own products. When endorsing other brands, it may be just a short-lived promotional effect, which is not helpful to the brand's long life.

That is to say, net red can only achieve itself and fail to achieve others.

When you made strategic adjustments or choices in the past, what was the most impressive abandonment?

Fang Jianhua: in 2010, he decided to give up the original foreign trade business, and the whole group business turned to the electricity supplier.

But the foreign trade business has a profit of 12 million a year. The business of Yin man only accounts for about 20% of the company's total revenue, and it has also lost two or three years ago.

If Inman did not do that and the foreign trade business was cut down, I might have gone bankrupt.

This choice is painful, but looking back is right, because I felt at that time that the customers of manufacturing industry were expanding, and there was no way to be like the users of electricity suppliers.

Another kind of abandonment I want to talk about is customer experience.

Until now, there are still many electricity suppliers who are very resistant to customer returns. But he never believes there will be so many special trouble making customers.

Some customers even wash their clothes and take them back. We will let customer service complete the refund procedures in good humor.

From the very beginning, the training idea for the customer service is the belief that all the customers in the world are good people. If they encounter problems after sale, they should stand on the client's side and settle them with care.

It has been implemented for seven days without any reason to replace it. The tolerance for loss cost can be said to have given up part of the profits, but it has won a better customer experience and repurchase rate for INTMAN.

How do you think you can build a team that can subvert the existing business ecosystem?

Fang Jianhua: competition is always hidden. Only your invisible opponent is a threat.

In the core competitiveness of e-commerce team, product design is the most important part.

Now, making users satisfied is a mediocre performance, and only by making the user scream can you get to the fans.

And let users scream, we must have a new product design thinking.

I think that with the original commercial gene team, it is impossible to create a team that subverts the existing business ecosystem. Only by boldly opening up new people, can we produce products that let users scream and subvert existing businesses.

The group has already owned the three main brands of the left and the original designer brands of more than ten different styles. What is the biggest risk of multi brand operation?

Fang Jianhua: the biggest crisis may come from the synergistic effect of independent brands and the whole group, so as to maximize the benefits.

Each of our brands is based on the partnership system to join the Hui Mei Group, which is equivalent to an independent kingdom.

If we say that the two brands that were born in the past, such as those in the left, are similar to the special forces, and find the pain in the long tail market. Then, it is more like a regiment to fight together, and the strategy and tactics should be different, so we can find the most suitable location for each brand in the market and in the group ecology.

Next is the way that Hui Mei wants to expand from domestic to international market and develop partners including acquisition, merger, investment and equity participation. And when expanding overseas, the key factor of success or failure is whether the product design can integrate with the local humanistic environment.

These two points need to be considered more carefully.

What do you think is the essence of management?

Fang Jianhua: the boss wants to do a few things is to find people, cake pie, grasping key links.

Finding people means finding people who are consistent in ideas and suitable for doing this.

Those who come for treatment are more likely to leave you.

The meaning of the pie is that you have the ability to give the team an inspiring vision, and the results of each stage should be good at sharing with the team and distributing well within the team.

The key to grasping the key link is to grasp the most critical process and nodes and not to do everything in detail.

I am a strategic role in Hui Mei. It is always the trend of three to five years.

I don't think we can lose in thinking about the future.

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What's the most essential thing to get rid of all Internet skills? Why is slogan's "cotton and flax artist", which is related to your career experience?

Fang Jianhua: when we read books, we wear chemical fiber clothes. Especially in winter, we take off our clothes in the dormitory.

I always feel that only natural clothing is the most suitable for human skin.

Before I founded EMMAN, I had been a ODM foundry for foreign trade (original design maker ODM, the abbreviation of Original Design Manufacturer). At that time, I mainly made cotton and linen garments.

When I started making Tmall in 2008, I found that there was little clothing for cotton and linen fabrics, which was a blank spot in the market.

At that time, we looked for 4 advertising companies to help us to think about advertising slogans. But at last, I thought of myself as a "cotton and flax artist", because I thought it was not artists who dressed very geek, but those who were brave enough to do their own life and insisted on their way of life were artists in their lives. Cotton and linen fabrics were a good carrier to carry out the idea of "living artists".

In the past 5 years, what kind of market competition has changed?

Fang Jianhua: in the first stage, it was a competition with the grass roots sellers and foreign trade wholesalers. At that time, Taobao and Tmall merchants were mainly college students and small sellers in the wholesale market.

At this time, price war is the main force.

In the second stage, the brand has gradually become a climate and begins to face the competition of domestic brands starting to do online business.

At that time, the importance of brand tonality began to be highlighted.

The third stage has already entered the era of global competition. From the online brand emerging brand, the overseas fast fashion brand, the domestic offline brand, the overseas offline brand, the designer's niche brand, and the focus on doing Hai Tao's dealer, all have entered the battlefield.

At this time, whoever knows more about the fans will get the upper hand.

In the rapidly changing competition market, what kind of experience do you have to share with the peers who are also engaged in the long tail economy?

Fang Jianhua: first, we should deepen the market based on the individual needs of customers and ensure the quality while ensuring individuality.

After all the skills of the Internet have been skimmed, the supply chain competition is still in the final analysis.

Second, small is big, big is small.

The more people are positioned, the narrower the market is; the narrower the location, the greater the market.

As a group of people, you just have to find someone who likes you. Don't think that people around the world who are 18 to 80 years old will like you.

What brand do you choose to cooperate when you expand?

Fang Jianhua: there are three basic criteria:

Whether the brand can integrate into the fashion ecology of Hui Mei is in line with the positioning of the personalized crowd.

The founder of the brand is a key factor. Does he have the courage to start a business together, whether he has the ability to integrate resources and whether he really loves this product.

If this product can't even be touched by him, it's just to earn a fortune, and how to touch his customers.

Whether the brand is willing to accept our investment.

If we refuse to accept our money, the future alliance may be very fragile.

From a multi brand platform to a multi brand fashion ecosystem, how will the species diversity be built in this ecosystem?

Fang Jianhua: what we mainly consider is how to connect different categories and different brand positioning. This connection enables various brands to provide various scenes services for fans' lifestyles, so that her life philosophy can be reflected in various details.

In the field of fashion ecology, we have to do a variety of services, such as the community business department of Hui Mei Group (such as the red fan community), such as the training department for offline fans, such as the Business School of cooperation brand.

In terms of living space, we should cover all aspects of fans' lives, such as accessories, footwear, women's bags and children's clothing derived from clothes.

Now, under the Inman line, we have introduced natural cotton and linen home accessories, solid wood furniture, mother and baby products, travel supplies, artwork arranged by the inn, etc.

In terms of partners, we have all kinds of forms such as incubator, brand partner, external professional team, opinion leaders and partners. We provide a full channel marketing platform and supply chain support. We enable people of different roles to integrate into the future product matrix of Hui Mei.

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What kind of person has a far-reaching impact on you?

Fang Jianhua: in the past ten years, Ma Yun has been the biggest influence on me.

In 2005, Alibaba held the first online business conference in Guangdong province at Guangzhou Orient Guest House.

At that time, I had done 10 years of processing of cotton and hemp and foreign trade clothing. I sat in the audience and heard him talk about e-commerce in the United States, Korea and Japan. After talking about the business environment in China, I joined the Alibaba network and later joined Tmall (the early Taobao mall).

It can be said that without Ma Yun's guidance, there would be no innovation in the US business model.

In the past two years, I have been studying the business models of Japan and the United States. The stories of Yamamoto Teruji, Jobs and Zuckerberg fascinated me.

After the company becomes bigger, it wants to go to the world and cross the differences of humanities. It needs to return to the main road in the product design, and at the same time maintain the passion of innovation.

What are your ways to relieve stress?

Fang Jianhua: first of all, trust and empowerment in the way of management. Let the team take on your business and not be busy playing with your team.

Secondly, exercise is a good way to relieve stress. I insist on walking two times a week, ten thousand times a week, playing badminton once a week.

Besides, I spend one to two hours a day reading.

Recently, I was looking at books on federalism in the United States, and I think these experiences can be applied to the partnership system of Hui Mei Group.

The most important thing is to have the state of being able to afford it. I sleep very well. I always fall asleep in 5 minutes, and I do not dream.

How do you feel that you can meditate in complex affairs?

Fang Jianhua: refuse temptation, do selective social interaction.

Many meetings or forum invitations have been rejected.

Media interviews are also limited annually.

In contrast, I prefer to write my own business thinking in my own micro signal or column, which helps to sort out my business logic.

What do you think the future looks like?

Fang Jianhua: the future of society is hard for me to say.

I can only say that I imagine my future: traveling to all parts of the world, we can see the products of our group, whether online or offline, whether they are self created or partner brand products, though not everyone will buy them, but people who like it will always be buying and buying.

In the near future, I hope to have a live broadcast of 100 thousand people watching at the same time.