Missing The Bonus Period, The Amoy Brand Veteran Is Still In The TOP10.

It has migrated to three cities - Beijing, Foshan and Guangzhou.

From north to south, AMII has been tossing about. Every move is like a turn.

In 2006, AMII was born in Beijing, a minimalist style.

Shops.

Three years later, in order to get closer to the factory and move from Beijing to Foshan, AMII was eager to expand without strengthening management, with little body size and no understanding of operational means.

After comprehensive data analysis and industry judgement, in 2014, AMII put in operation and

The team moved from Foshan to talented Guangzhou to make up for the lack of talents and inefficiency due to geographical disadvantage.

This time, AMII is like a runaway black horse, taking advantage of the Internet women's clothing industry shuffling, catching up with the pace of the big army.

As a matter of fact, AMII is the first group of Amoy brands such as Korea's clothes house, Inman and rink. They have experienced the bonus period of Tmall mall traffic, but AMII did not seize the early opportunity.

Even at low levels, they rank close to 500.

But as the traditional brands went online, they tried to get a slice of the online market. While the first brand went into the capital cold winter, the traffic bonus also stabilized, and the competition in the Internet women's wear industry intensified.

Insiders say that this is no longer a good time for Amoy brands.

After eight years of silence, AMII, who had never seized the opportunity to take the opportunity, began to fly against the wind.

In 2015, AMII's total network sales reached 430 million, of which Tmall flagship store sales reached 330 million, an increase of 200% over the same period last year, ranking among Tmall's Top10.

In May of the same year, sub brand MONI Figg and AMII children's wear were also on line.

Behind all this is the story of a veteran brand veteran who has experienced ten years of struggle.

Sales rise, ranking down embarrassment

Like most Amoy brands, AMII is also a husband and wife file.

AMII is the English name of Chen Qingping. The name of the shop was called "Yang Yang Zhi" before 2009.

From the professional perspective of clothing and the reputation of friends circle, AMII has a group of loyal fans at the beginning of its opening.

Chen Qingping designs clothes, her husband Shi Song takes pictures and pictured above.

Choosing cloth, factory and customer service is their common task.

At this point, Yin man and rip and silk have not yet been established. The traditional brands are not online. The competition in the Internet women's clothing industry is not fierce.

AMII grasped the opportunity, and sales increased 10 orders of magnitude, ushered in the first peak of the store.

Data show that in 2008, Taobao's annual turnover exceeded 99 billion 900 million, becoming the largest online comprehensive store in China at that time.

Facing the surging Taobao army, AMII was pushed to the front and became the object of the latter to follow suit.

AMII in Beijing, a cooperative factory in Guangzhou, long distance logistics is time-consuming and costly.

The same clothes cost 150 yuan for logistics and design, but other sellers only sell 120 yuan or even 80 yuan.

When the price war started, the AMII, who did not want to take a low profile, lost its edge, and the ranking dropped rapidly.

This is the first trouble that AMII has encountered.

Full of fighting spirit, Mr. Chen Qingping and his wife did not choose to give up, and decided to change places and fight birds.

In 2009, Sai Wu Garments Co., Ltd. was established and moved to Foshan, which is close to Guangzhou factory and has low land price.

Recruiting soldiers is the solution to the problem.

After the company recruited a large number of operations and administrative personnel, the pace of ranking decline began to ease and sales increased.

However, another problem emerged: low efficiency.

Human effectiveness (sales / population) is an important part of the cost calculation of stone pine.

AMII in the process of expanding the team, on the one hand, Foshan's local talent is limited, its headquarters is located here, although it reduces the cost, but it is difficult to attract talents; on the other hand, management has not kept pace with the growth of personnel, and the number of people rushing to expand leads to overstaffing and the efficiency of personnel is reduced.

At the worst, the company fell to nearly more than 500.

In order to recruit talented people, at the end of 2013, AMII moved the design and vision team to Guangzhou. At the same time, it began to set up an operation team to attach importance to the use of big data.

Operation + data: the true face of rapid rise

2014 is the watershed of AMII.

In the eyes of peers, AMII suddenly showed explosive growth, and quickly entered the TOP list of women's clothing.

There are two ways of platform development in the era of traffic dividend.

First, starting from "small and beautiful", we can improve user preferences and premium by digging deep categories and subdivision categories.

The two is to adopt the operation mode of "high quality and quick turnover", and use data to speed up the operation efficiency of enterprises.

The rapid growth of AMII benefits from both considerations.

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This year, Yang Jia came to AMII to take charge of brand operation.

"What AMII most appeals to me is that it has not done any promotion before the establishment of the operation team at the end of 2013."

Such a blank sheet of paper will be ready for anyone else.

The operation team has mainly done three things: refinement, rationalization and clarity.

First of all, Yang Jia and his team expanded the platform traffic through the through train and drilling exhibition. At the same time, other online shops such as poly America and Jingdong were opened, and multi platform promotion and multi-channel operation were carried out; secondly, the current products of the company were combed.

The company uses EXCEL form to make data statistics on product type, style, efficiency and feedback. Combined with the promotion effect, the results are fed back to the design team to form a virtuous circle. Finally, the brand name is changed from "light luxury and Minimalism" to "minimalism: inflexible beauty", which is dominated by Western minimalism, and the sub brand Amii Redefine is minimalist, so that the brand positioning is clearer.

Shi song also saw the future direction of AMII: big data construction.

"At that time, the role played by big data was quite obvious.

After the overall analysis, we not only got the sales status of the enterprises, but also found the possibility of predicting the future life cycle of the products.

Do what you say.

At first, AMII used Excel tables to collect company data and summarize the company's development.

For example, in the sale of clothing, T-shirt, skirt, shirt accounted for more, the number of round collar, V collar ratio, loose, self-cultivation ratio, which products are easier to be out of stock, which season customers desire to buy stronger.

After accumulating to a certain amount of data, the company integrated enterprise data and industry data, began to analyze the demand styles, styles and colors of different seasons in the future, and built data system for product forecast.

For example, in the minimalist style, the search flow of round neck, plain and less printing is higher and market feedback is better. AMII can draw lessons from the data and adjust the research and development of the design.

In addition, big data can help predict the future life cycle of products.

In the sales process, AMII has an understanding of product inventory and shortage, and has a relatively accurate judgement and quick response to the future needs of the market, so as to ensure that inventory does not appear in large quantities, and the efficiency of internal use of funds has been maximized.

Every product can predict the future life cycle and apply it to the design and planning of the product after its shelves. The accuracy rate is about 60~70%.

According to the online public information, in 2014, the products of Han Du Yi house were more than 8000, and there were more than 3000 of them.

AMII was more than 700 in this period, but sales increased to 110 million.

"In fact, we are a IT company, clothing is a carrier and medium for our market demand".

Shi Song believes that the real data behind the company's sustainable development is data, and the use of data is a process oriented enterprise revolution.

When the process is less and less, efficiency will be higher and higher.

The data showed that the AMII sold out from 60% to 90%, and the inventory turnover rate changed from 2 to 6, and the human efficiency increased from 400 thousand in 2014 to about 1000000 in 2015.

With the large number of traditional women's clothing entering Tmall mall, Internet women's clothing investment craze has dropped sharply.

In the face of industry shuffling, large brands have to shrink products and digest inventory first.

Instead, the internal operation efficiency is pferred to the most reasonable level, and then the product is gradually expanded.

"Why do we say that we are growing faster? It is because when others are making strategic contractions, we start to expand."

Perfect data analysis plus good operation results, make AMII's internal operation to a reasonable degree, and then continue to expand efficiency and product volume.

AMII, who has already prepared his homework, has fought a beautiful battle on the road of anti overtaking.

Minimalist style multi brand business

In the end, what is minimalism? When you open the front page of AMII store, you will see a cool face model with a sense of distance, full of grey and black coldness, and the background of the architectural elements.

At present, the group has extended the minimalist category to all dimensions and has been strengthened.

The main brand AMII is a minimalist style in Europe and America; Amii Redefine is a minimalist with oriental characteristics.

Mani Figg represents retro and romantic style.

AMII children's wear is the continuation of AMII's European and American style in children.

Of course, AMII and its unique minimalist style contain much more elements and spirit.

Shi Song talked about the topic of minimalism.

"Our minimalism is extremely rich and then minimalist."

For designers, it is easier to add and subtract.

In terms of brand positioning, AMII abstracts neutral elements from four diverse minimalist styles of romance, neutrality, freedom, and art as brand elements, and removes the concept of light luxury, which is dominated by Western minimalism.

The merger of the light luxury brand Mani Figg is a gateway to AMII's development.

After seeing the scheme of "thousands of City stores", AMII also wants to expand its business through online and offline integration, low investment and rapid expansion.