Fang Jianhua Taught You How To Start From Scratch.

When it comes to cotton and linen women's clothing, many people will think of the women's clothing brand, and how did the founder, Fang Jianhua, change her sales to 1 billion yuan from scratch, let's look at it together.

In 1998, Fang Jianhua spent 50 thousand of his money on his way to Guangzhou to start his own business and stumbled all the way. Now he has built up a company that sells more than one billion annually.

In July of this year, Hui Mei Group formally proposed IPO.

However, Fang Jianhua is more familiar with the experience of OEM when he first started his own business as an agent of the OEM.

As the only female clothing brand selected in Alibaba's English prospectus, the development of Yin man can indeed become an Internet brand learning model: stick to original design and distinctive style, in 2013, double 11 day sales exceeded 120 million, becoming the national champion of women's clothing brand sales.

In the past two years, under the impact of international brands and traditional brands, Ingman has maintained a steady growth trend.

In addition, Fang Jianhua noted that the cost of obtaining customers online and offline is approaching, and he has chosen to vigorously deploy the offline retail business.

2015 "Yin man + thousand cities"

In the voice of many people in the industry under the "offline retail", as of the end of 2015, "Yin man + thousand city stores" has signed 163, of which 101 have been opened, covering 23 provinces and cities nationwide, this year is still in continuous investment, most shops began to make profits.

In the face of changing market environment, Fang Jianhua always seems to be able to assess the situation, step on the beat, and make some seemingly bold but long-awaited moves.

Constantly trying to eat crabs

There is a portrait hanging in Fang Jianhua's office. Half of the faces on the portrait are Ma Yun and half of himself.

Fang Jianhua said Ma Yun is his benchmark, has experienced many twists and turns, but still maintain a strong passion and strong heart.

As a matter of fact, Fang Jianhua, a graduate of fashion design major, also has many twists and turns in his pioneering career.

In 1998, only a year after graduating from college, Fang Jianhua began to start his business in Guangzhou with a 50 thousand dollar collection. He mainly worked as a OEM OEM for foreign brands.

Because at the beginning of the factory, the main attacking field of Fang Jianhua's cooperation was cotton and linen. The ten years of cotton and linen processing experience made him very familiar with this field.

In 2005, the Alibaba held the first network business conference in Guangzhou. Ma Yun's idea of helping SMEs go out of the way conquered Fang Jianhua, so he became the first group of Ali Cheng Xin users and began to engage in e-commerce.

Following the subprime crisis in 2007, Fang Jianhua saw that the future of the foreign trade market was uncertain. He decided to register the brand to fight in the domestic market.

In 2008, the brand of Yin man was born and settled in Tmall (then called Taobao mall), attacking the field of cotton and hemp, which he is best at.

His success was not achieved overnight, but after a long period of exploration.

Unlike the mass line, which began to make money, the crowd cut into the crowd was too fractionize and the conversion rate was low, and almost all of them lost money in the first few years. Fortunately, the foreign trade business was still in a good profit stage.

The high viscosity of customers is the bottom line of Fang Jianhua's insisting on originality and positioning of cotton and hemp. After a period of precipitation, the image of the customer group of Yin man is becoming more and more distinct. In 2010, the concept of "cotton and flax artists" was produced.

In the same year, Yin man first participated in Tmall's double 11, and unexpectedly ushered in the blowout of online business. The planned sales target of 500 thousand was finally frozen at 6 million 800 thousand, and even caused the software system to be paralyzed.

Since then, the growth of Yin man has been booming. In 2011, sales of double 11 reached 17 million, and profits were basically flat with those under the line. This also established confidence for Fang Jianhua to cut off the subcontract business.

At this point, he used all his resources and energy to conquer the line. He also failed to meet expectations. In 2012, double 11 broke through 70 million, and the annual performance reached 300 million yuan, becoming the TOP3 of the national online women's clothing brand.

In October 2013, the original designer women's clothing brand "initial language" was merged into the EMMAN group, and the group entered the multi brand development stage.

In the same year, double 11, Yin man was famous in the first World War, and the 120 million performance created on a single day won the laurel of the National Women's wear brand sales champion.

The outbreak of Internet is actually a microcosm of the development of Taobao (Tmall).

Fang Jianhua stepped on the bonus period of the explosive growth of online traffic, and produced his expertise accumulated over the years: polishing the product, allowing the brand to enter the consumer's horizon in a short time.

Perhaps as Fang Jianhua said: "in traditional clothing enterprises, we are best at e-commerce, and on the online brand, our supply chain management is the most advantageous."

Now, when online traffic dividends fade, emann has entered a stage of steady development.

In July of this year, Hui Mei Group formally submitted its application to IPO, which was once again contacted with capital since it was searched for strategic investment of 324 million yuan in 2015.

Don't put your eggs in one basket.

From the prospectus submitted by Hui Mei Group, we can see that the rapid growth of revenue in the past 3 years has benefited from the 3 core layout.

{page_break}

Multi brand to create a slow life ecosystem

Yin man has obviously become the pronoun of cotton and linen women's clothing, which makes him precise, but to some extent, it limits development.

In 2013, Fang Jianhua extended the lifestyle of "slow life" from the idea of "cotton and linen artist" in the concept of "cotton and flax artists".

Partner strategy is Fang Jianhua's "killer weapon" for implementing multi brands. These partners are brand independent.

Fang Jianhua gave the partners completely independent space in brand product design, internal operation and marketing promotion. Besides providing the necessary financial support, the group gave more support to the IT system, supply chain, logistics, human resources and other standardized management.

At present, Hui Mei has incubated more than 10 independent brands, such as Yin man, Chu language and left life. The product category has already stepped out of the category of women's clothing, and is built around the slow life circle, involving shoes, bags, accessories, children's clothing, even furniture, home textiles and other categories.

Fang Jianhua believes that the essence of the Internet should be to improve the commercial efficiency of the society, remove the middlemen, and let the brands directly and directly relate to consumers.

Nowadays, users' satisfaction is no longer a qualified product, and the screaming of products can produce fission spread of fans.

The passenger price per unit price is 1000 yuan, the sales water has already exceeded 300 million yuan in two years, the life rate that reaches 37.5% is left the best proof.

High performance price leveraging offline flow

Internet brand traffic dividends gradually receded, mobile payment technology upgrading and popularization, the market environment is becoming more mature. Fang Jianhua believes that the timing of "Emin + thousand city stores" starts again.

But with the shrinking situation of physical retailing, Inman needs a whole new approach.

1, layout: differentiated regional strategy.

The biggest difference between "Yin man +" and traditional retail outlets is that there is no relationship between agents and brands.

Most of the joint shops run by partners have entered the three or four line city market with faster demand for branded women's clothing and relatively low cost.

2, joining: hatching fans to start businesses.

"Yin man +" in

The retail business mode of garment enterprises essentially changes the role and status of consumers in value creation, and takes fans as an important cooperative asset of EMMAN, allowing them to participate in decision-making and make the same creation, and use their own social resources to strengthen the brand promotion of enterprises.

3, get through: goods, prices, fans.

Solving the sharing of fans' income is the secret of fast promotion of "Yin man +".

In the consumption of "Yin man +", even if the consumers follow the Tmall or buy other products from Yin men, the store will receive the online purchase sharing of the customer, which greatly improves the enthusiasm of the shopkeeper.

4, linkage: fans running.

Yin man store flow not only comes from the location of the store, but also the channel of micro business, multi-level distribution and fans directional drainage.

The team is responsible for exporting content, letting shopkeepers become organizers, attracting fans from unfamiliar fans to participate in the activities of EMMAN, and forming a correlation between interest and taste is the core of offline drainage.

Play the fans well, catch the net red traffic.

The operation of the electricity supplier in the wireless era has entered into the age of fans in the form of simple sales and promotion. At the same time, while maintaining its own brand fans, Hui Mei Group also aimed at the fans economy, and set up an e-commerce company dedicated to the realization of IP: magic fan.

For brand fans, the maintenance mode of Sini online has changed from one-way communication channel to two-way interaction.

First, establish the service numbers of different brands, different styles and highlight a certain color. Secondly, establish fans group according to the different regions and interests, and carry out personalized content output. Besides the larger spontaneous activities of multi City linkage under the group, the webmaster will be set up according to the local points to guide the fans to organize their activities spontaneously.

The rise of net red also pushed the community electricity providers to the draught. It is true that the community electricity providers have natural matching attributes. But most of them don't have the ability to operate independently.

When demon collaborate with the red man, he will do a lot of work.

Work.

For example, based on the characteristics of the red man, refining its main style, professional teams will sort out brand positioning based on fans' insight, market research, data analysis and so on, so as to identify the matching crowd for net red.

But unlike many net red hatching companies, Fang Jianhua thinks that net red needs to form a personified brand rather than a quick amount in a short time.

Ultimately, this protracted war needs to return to the essence of business: product and vermicelli experience.