Whether Online Clothing Brands Should Also Do Offline Marketing?

At present, the Internet

The competition between them is fierce. Every family is struggling to swim to the capital market, competing for the throne of the first brand of Amoy brand.

Fang Jianhua, chairman and CEO of Hui Mei Group, said in an interview with reporters.

The cost of online drainage is high, and the bonus period of online development is over. If there is "walking on one leg", there is no future.

He disclosed that in the next three years, Hui Mei Group will focus on reconstructing the commercial retail mode and comprehensively promoting the online and offline integrated development strategy.

It is reported that a large part of the fund-raising group's listed funds will be used to create the offline channel matrix of "thousand cities and thousands of stores".

It is expected to become the largest brand of "Amoy brand".

As the Internet in China

One of the leading companies, the sinomex group has incubated more than 10 independent brands, including Yin man, Chu Yu and left life. Meanwhile, the company's main brand has derived many related sub brands, such as home brands.

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Kid.

According to the prospectus disclosed by Hui Mei Group, in the past three years, the operating income of sina Group continued to grow steadily, 589 million 611 thousand and 600 yuan in 2013, 949 million 177 thousand and 600 yuan in 2014, 1 billion 140 million 788 thousand and 400 yuan in 2015, and 60.73%, 20.35% in 2014 and 2015.

Thanks to its good performance, the Hui Mei Group is favored by well-known capital organizations such as the RMB fund of IDG group launched in China.

Listing in early 2015

He spent 324 million yuan to invest in the group.

Hui Mei Group intends to issue 80 million shares to the society. After the issue, the total share capital will be 320 million shares. After IPO, it is expected to become the largest listed "Amoy brand".

"The listing of Hui Mei Group is a matter of course. This is a new starting point."

Fang Jianhua disclosed that the funds raised by the group after the listing were planned to be put into three major projects, including the paction and interaction channel upgrading project (O2O project).

Incubation projects and information construction projects.

The total investment of the three major projects is 450 million 348 thousand and 700 yuan, all of which come from the listed capital.

Channel integration on the offline offline is the trend of the times.

As an important category of people's daily consumer goods, it is the hottest sales category in the online shopping market, which spawned numerous "Amoy brands".

A few years ago, there was a round of investment rush in the investment community.

Brand launch and listing plan.

Fang Jianhua said that Hui Mei Group is committed to building the "most influential fashion ecosystem" to achieve multi brand, multi category and multi-channel strategic upgrading.

Brand enterprises establish the advantage of first out.

"Only online and offline, Internet brands will have no future."

Fang Jianhua thinks the Internet

The cost of online drainage is very high, and the conversion cost of users is up to more than 300 yuan per user. We can say that the bonus period of online expansion has passed. At present, the offline cost of three or four line cities has been in line with online, and some areas are even lower than online.

"Under the line and online convergence is the future trend of development, two legs can run faster and farther."

Fang Jianhua said that in the next three years, Hui Mei Group will focus on reconstructing the commercial retail mode, comprehensively promoting the online and offline integration strategy, and making use of the "fans effect" to quickly copy the brand influence from the online to offline.

In July 2015, the group began to move from line to line.

The "thousand city O2O" project, under the online channel layout, plans to set up 10000 offline stores in 1000 cities across the country in the past 5 years, and build a "fan community" based on this.

Among them, the first tier cities are directly battalion and cooperate with large department stores; the 234 tier cities will be open to join.

As of April this year, the "thousand city stores" project has signed more than 250 stores offline, the sales volume next month has exceeded 10 million yuan.

"And tradition

Different stores, we are not simply investing in offline stores, taking the traditional way of expanding brand and scale, but building a slow life circle based on fans.

Fang Jianhua said that the fans economy has become a force that can not be ignored. Consumers are gradually evolving into a partner of enterprises. Therefore, the innovation of the business mode of Hui Mei Group lies in inviting fans to create value, participating in corporate decisions with highly recognized fans, giving constructive suggestions for product improvement, and using their social resources to strengthen the marketing and promotion of enterprises to help companies attract more new customers.

Fang Jianhua said, compared with tradition

The franchisee candidate of "thousand cities and thousands of stores" is in the mode of enterprise joining.

The fans of the brand are generated; the franchisees do not accept the affiliate fee, the same price on the same line and line.

With the maturity of the mode of "Yin man + thousand cities and ten thousand stores", the Hui Mei Group will further copy it to other brands of its brand so as to realize the integration and optimization of the brand sales channel resources.

The prospectus shows that the Group intends to invest 139 million 790 thousand yuan for the construction of O2O line stores, and the investment funds will be used for shop decoration, equipment acquisition costs, project team building and basic reserve fees. The construction period of the project is 3 years.

Fang Jianhua said that the sales revenue of Sini group is expected to exceed 200 million yuan this year, accounting for more than 10% of the total revenue. "Our goal is to earn five to five points online and offline after 5 years".

Gather fans to create personalized brands

According to CNNIC's Research Report on China's online shopping market in 2013, the 20-39 year olds accounted for 79% of the online shopping population in 2013.

"80" and "after 90" have become the main consumers of consumption, and their consumption demands have changed greatly.

Fang Jianhua believes that the three characteristics of consumption upgrading in the new consumption era are: first, consumers pay more attention to experience; two, more pursuit of personalization; three, the process of consumption is intermediation.

"Consumers have changed, and our brand has to be differentiated. Small and beautiful products are not big and full.

Fang Jianhua said, "

The small group is the public. The Hui Mei Group has been building a brand with unique personality and high recognition, making personalized products that make people scream.

It is understood that the funds raised by the Hui Mei Group after the listing, in addition to the O2O project, one of them will be put into the fashion brand incubator construction project.

According to introduction, in 2015, there were more than 6000 new models in the group.

The amount of production per unit is relatively small.

While other similar listed companies develop less than the amount of new products each year, and each new type of production is relatively large.

"Compared with the traditional offline business mode, the advantages of style and quantity distract the risk of design failure and reduce the risk of unsalable inventory."

At present, Hui Mei Group has nearly 10 million of its large customer base and has a large number of consumer behavior data of group fans.

In the face of the future, Fang Jianhua is ambitious: "according to these data, Hui Mei Group will provide customers with multi brand, multi style, multi category, multi-channel quality products and rich shopping choices, and create a most influential fashion platform ecosystem, which will be the core competitiveness of sina."

In addition, the category of Hui Mei Group has extended from single women's clothing to bags.

Children's clothes, furniture and other fashionable lifestyle categories that meet the brand's tonality.

Fang Jianhua said that in the next 3-5 years, Hui Mei Group will continue to expand its business scale and enhance its brand incubation and operation capabilities.

The fashion brand ecosystem has introduced more personalized brands through various channels such as mergers and acquisitions, and endogenous creation, providing more personalized style choices for consumers, exporting high performance price ratio products, providing high-quality fashion consumption experience, and creating the most influential fashion ecosystem.