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    Amman Has Gone From "Pro" To "Off".

    2016/7/27 13:03:00 48

    Yin ManHui MeiAmoy Brand

    After 9 years of operation,

    Inman

    Parent company

    Hui Mei

    The group finally opened the way to IPO. At the same time, Yin man and that were once a niche.

    Amoy brand

    The identity is also getting farther and farther away.

    Early listing plan

     Inman

    Since Christine Fan was invited to be the first spokesperson a year ago, it was assumed that it was about to go public.

    Now it seems that although there is no "coming", the answer is yes.

    In early July, Yin man said that it had submitted IPO applications.

    The only difference is that the listing is not simply a brand of Yin man, but the parent company of its parent company.

    In fact, there are also many famous brands of "defeated party" familiar with it, such as initial language, autumn shell, living in left, Dali Fang, samyama, Pass and so on.

    Of course, the preparations for the listing are not overnight. In the packaging preparation of the listed companies, the spokesperson is only a small part of the brand strategy. It is more powerful than the spokesperson. In March last year, the domestic listed clothing companies invested 324 million yuan in the strategic investment to the Hui Mei Group, and the financing value of the exchange group was about 1 billion 300 million yuan.

    Fang Jianhua, chairman and CEO of Hui Mei Group, has never been concealment. After getting a huge amount of financing, he admitted to the public that the company had already declared a plan for IPO, but the time node for specific work has yet to be finalized.

    After the listing process was confirmed in July, he posted a poster IPO publicity map on micro-blog.

    Abnormal performance in front of general company IPO.

    Before that, most people mistakenly believed that Yin man was the main body of the listing.

    "In recent days, many friends have asked me why the IPO main body is called Hui Mei Group, not called Inman, otherwise it can save a lot of advertising fees.

    I think so: we hope that the Hui Mei Group is a forest, not a small tree and grass under the forest, and Yin man is an important part of Hui Mei.

    Fang Jianhua said.

    "In the early days of Amoy brand development, Yin man was also a grass, and then grew up with the Amoy brand.

    In particular, after grafting the capital market, Yin man has changed into a brand that can be independent of Taobao Tmall. "

    Cui Xindi, who founded the free clothing brand in Taobao, told the new financial reporter.

    Dependence on Ali declined

    Yin man and Ali went together! - not long ago, Fang Jianhua made such a feeling on micro-blog.

    Indeed, Ali is one of the most grateful channels for NIM, who is a brand name.

    In 1998, Fang Jianhua started his business, founded the brand in 2007, and in 2008, he settled in the Taobao Mall (Tmall's old name).

    Since then, it has gone from ODM, B2B to B2C.

    Since 2011, he has been ranked in the "double 11" activities.

    "Since 2005, we have been developing the Alibaba, and we have made our own brand from foreign trade foundry."

    Fang Jianhua said.

    In 2015, the main brands of Hui Mei maintained a high rate of repeat purchase.

    Among them, the rate of repeat purchase is 42.7%, even if the middle and high end brands at the price of 1000 yuan are living on the left, it reaches 37.5%.

    Last August, at the Tmall fashion Strategy Summit, Alibaba's CEO Xiaoyao also said: "like NIM, these brands have become first-class brands, and they will go to more channels and even go global" in the future.

    Xiaoyao's words are not wrong. In terms of channels, as the denominator continues to expand, the share of Tmall as a molecule is declining.

    In 2015, the income of Hui Mei Group in Tmall and Taobao accounted for 56.6%, and vip.com's revenue accounted for 32%.

    Compared to 2014, vip.com's share increased by nearly 10%, while Tmall and Taobao's share dropped by nearly 10%.

    "Brand growth is partly due to the brand strategy of Inman, including the fans economy in recent years."

    Cui Xindi said, "when he asked a spokesman, he hesitated for a year before deciding.

    One thing is very important. You are looking for big cards on the wishful thinking, or looking for a star that your fans of your clothing are all fond of.

    In addition to the choice of spokesmen, he continued the fans economy to the bottom line.

    Fans under the economic push line

    Offline development is clearly one of the reasons for pulling the brand off.

    Last July, Yin man announced the opening of a thousand city store plan, which aims to promote the operation and service of fans.

    Fang Jianhua said so - fans are the best salesmen.

    As a result, users who buy their products in the private stores will automatically become fans, and can earn a commission by recommending other users.

    "In the management of human beings, it is not just a trading relationship. It is the key to play and play."

    Fang Jianhua said, "the traditional shop is waiting for customers, and the shop assistants are waiting for customers to come.

    Now that we have smart phones, plus we integrate the three platforms of shops, electricity providers and micro businesses, maybe your shops are not necessarily the most crowded places, but through the power of the community, we can converge the flow of shops onto the platform.

    As early as in 2010, Fang Jianhua had thought about trying to integrate online and offline. However, because the electricity business mode just got hot, the smart phone had not even been popularized, and the environment was not mature.

    Fang Jianhua recalled: "this matter has been hanging in my mind.

    The consumer is the role of a person, how to spend where consumption is just a different way, is unable to artificially limit, by the beginning of 2015, this heart finally landed.

    Offline strategy is determined.

    At the same time, in order to match the characteristics of Inman literary style and slow life, its shops also carry a very strong brand mark.

    Now in April in Yantai, Shandong and Beijing opened the "Yin man +" experience shop, in which the living room, bedroom, restaurant and other scenes to design, and hired tea artists to develop health tea products.

    After the listing, its capital plan has been invested in three major projects, the first is the O2O project, that is, online and offline access. In addition, it also includes fashion brand incubation projects and information construction projects.

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