Yin Man: With The "Dongfeng" Of Closing Shop Tide, Upstream.

Amoy brand

It announced that the sales volume of "O2O + thousands of City stores" was 100 million.

According to Cai Ying, director of O2O, in the single month sales in May, the next line of the line has broken through 20 million, though it has gone through the traditional line.

The off-season.

But after entering September, sales were leaps and bounds.

Last July, the plan of "Yin man + thousand cities and ten thousand shops" was officially launched.

According to the plan, in 5 years, he will set up 10000 offline experience shops in 1000 cities across the country.

The plan of "Yin man + thousand city stores" is based on three major backgrounds:

1. in

Under the impact of the traditional offline retail sales have shrunk dramatically, and a large number of physical shops have closed down.

2. the traditional brand attacks the electricity supplier vigorously, the brand is facing the pressure.

3. the end of the electricity supplier golden age, the network retail sales growth slowed down.

Under the layout of the reverse position, we can say that "Yin man + thousand cities and thousands of stores" plan, let Yin man in a short span of a year to go out a beautiful arc.

Entering the line, Yin man has achieved good results, proving that online and offline integration is effective, but the same as the Amoy brand, the Korean clothing house and the split up are different.

Zhao Yingguang, chairman and CEO of Han Du Yi house, resolutely opposes the opening of the shop. The IPO financing plan disclosed before the split has already been implemented yet.

When the traditional offline clothing store is in a downturn, why does he take the opposite route? Fang Jianhua, founder of emann, thinks that others may not be optimistic about the opportunity.

"Now that all the big international brands are fishing on the Internet, people are closing up under the line. Do you still want to open a store?"

At the same time, Fang Jianhua said that today, with the rapid development of the Internet, the whole channel has entered the age of integration.

"There is a clothing brand that really started in Tmall since last year, and their home has thousands of stores in the country. Last year, they rushed into category TOP10, because they have a foundation on the line, so they can support it to run online."

Fang Jianhua introduced that in the era of brand facing consumers:

First, we must conform to the new pricing logic. "In recent years, we have seen luxury brands coming to the online market, and the traditional brands with high rate of pricing, and think of a piece of cake on the Internet.

But because they have to go through layers of agents, their high rate pricing is hard to sell on the Internet, far from the price accepted by consumers. "

Second, multi category strategy. Layout multi category allows brands to get more single entry customers, effectively improving UV value.

As of this year, Yin man has covered shoes, women's clothing, bags, shoes, children's wear, underwear and so on.

Fang Jianhua said that so many categories are linked to a slow life circle.

Third. Under the Yin man line, the layout of a single store community, the operation of fans economy. On the one hand, Yin man gives franchisees more marketing tools to enrich community operation.

At the same time, encourage fans to open shop, spread the brand, cover the long tail of women.