Fang Le Ming: How To Turn The Crisis Into A Turning Point For Clothing Enterprises? B+'S Past And Present Life

Fang Le Ming, chairman of seashell group.

Today, gorgeous turns to be the co founder of B+.

An insight who is good at catching up with the industry is a clever warrior who turns the crisis into a turning point.

True warriors dare to face the increasingly sluggish industry.

Fang Leming once said, "No."

The industry is out of order, but the traditional thinking is not feasible.

B+, the full name Buyer PLus, is the "buyer's home".

The B+ that he built is not a narrow SHOWROOM concept. In a word, it is the provider of platform supply chain solution.

Reporter: what kind of original intention did you build the B+ platform?

Fang Le Ming: the future retail mode is driven by the demands of consumers, and the core is the supply chain itself. I hope to concentrate the best sources of goods in China and even the whole world, and even from the buyers to promote the supply chain and create goods that meet the needs of consumers. This is my initial idea of doing B+.

Reporter: what are the main features of B+

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Fang Leming: B+ currently focuses on two major categories, one is the ultimate single product, the other is personality.

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Reporter: at the moment, the ultimate single product has become a new Internet marketing mode, but this mode also has certain limitations. Why does B+ advocate the ultimate single product?

Fang Leming: the emergence of B+ is actually complying with the changes in the clothing industry and the change of consumer demand. Nowadays, the demands of consumers have changed. The "quality", "cost performance", "freshness and individuality" have become the main demand. Under such a demand of three in one, the brand of clothing is also a new challenge.

The B+'s ultimate single product category just meets the needs of buyers and consumers.

Over the past few years, great changes have taken place in the garment industry. We have gathered many suppliers of single category to enrich the category. Through this integration, we have highlighted the value of the B+ platform.

Reporter: you have been emphasizing the word "change". What do you think is the major changes in the clothing industry?

Fang Leming: I think changes in the clothing industry tend to change to consumers, and this is an eternal topic.

When the company was founded in 2002, it caught up with consumers' demand for brands. We said that brand is the biggest lie in the world. But in the era of less developed information, consumers recognized brand value, willing to choose brands, and made Chinese clothing, especially women's clothing brands grow at a high speed. We just caught up with a good time.

The 2012-2013 year is the real peak, and we have seized this bonus and trend.

But with the advent of the Internet, the clothing industry has changed dramatically, and people's consumption demand has also changed.

Reporter: so what kind of impact did you have on the B+ platform in the context of this industry?

Fang Le Ming: after actually doing it, we found that the market was not as simple as it imagined.

In particular, the Brand Company's usual agency mode has led to the difficulty of buying goods, but in the future, there will be a pattern of agents under the supplier will disappear.

When I first started, my internal staff and customers were very opposed, because our buyers were mainly small retailers, which was a state of mutual aggression between us and the left hand, so they had great criticism on this matter.

This year, we have more than one role, that is, content providers, to do well in content, can not only make up for the pressure brought by our original business downturn, but also make great changes through the internal motivation, project system plus backstage support.

Reporter: SHOWROOM is a carrier of the B+ platform. What are the functions of the B+ platform?

Fang Leming: B+ is online and offline integration, offline is just an experiential shop. Unlike traditional SHOWROOM logic, B+ is quite different from the SHOWROOM concept of our peers. We locate it as a supply chain platform. In the end, I think the supply chain is the core, so we very much hope to be the provider of platform based supply chain solutions through such a matching paction entry.

Finally, designers, factories, fabric suppliers, excipients, buyers... All resources are integrated into the ecosystem of the industry.

Reporter: you have been immersed in the clothing industry for many years. You say that there is a traditional brand complex in your colleagues. You start with a complex to do this.

Fang Leming: I have a complex.

I think five percent enterprises in the future will have three types: designer brand, light luxury and fast fashion. Our company does not have these three genes, but it can be a channel retailer with its own brand. It hopes to build a new retail ecology with retail upgrade + community, but this path is very challenging, even if we have a good foundation, I still have a pessimism.

And small companies do not need to try, but also to make a category the ultimate. This is a very good way to live. In the future Internet era, it is a time when division of labor is clear and professional.

Not taking risks is the greatest risk.

In fact, it is not the industry that has failed.

We have to change ourselves.

Reporter: in my opinion, do you have great ambitions for the clothing industry?

I want to do something of a bull and do something that other people have never done before. This is especially meaningful and valuable to me. This kind of vanity is also supporting me to do B+, including the original Seashell business to do some new debugging and development better. Maybe this is vanity drive.

Reporter: what kind of personal feelings do you send to B+?

Fang Leming: I often share with my colleagues: when I have a cold, I like shopping. When I see a very good dress, the whole person is refreshed. That's much better than going to a hospital.

With the development of China's garment industry to the present stage, we need to be an enterprise of the times. Despite the crisis, it is an opportunity to brew excellent enterprises. I hope to be a better company in the times. I think this is a good opportunity. I also hope that this opportunity can be appreciated by me.

Reporter: so what are your plans for the next step?

Fang Le Ming: there will still attract a lot of good content. Besides, we very much hope to support and help small B retailers to grow better in a comfortable environment.

Based on these two points, we will get out of Hangzhou and let more people know us in the future.

Technically, the retail management system can better link up with retailers and drive the efficiency of the whole industry with technology. This is the core work we have to do this year.