Hui Mei Fang Jianhua: The Strategy Of Small Brands Is Small Steps, Jogging And Healthy Little Days.

brand

Hui Mei Group, the parent company, held a double 10 mobilization meeting.

Fang Jianhua, founder of Yin man and chairman of Hui Mei Group, this year's double eleven new

The strategy of small brands is small step jogging, good health and small life, and constantly looking for opportunities to break out.

Fang Jianhua said in his speech that this year, while creating sales, double eleven should be able to feed the team, have small profits, ensure healthy inventory, healthy cash flow, and healthy people, not big investments.

Hui Mei Group's slogan of this year's double eleven is "we are champions". We strive to achieve our goals and not just rank.

"This year's double eleven, we can't learn to rush to rank for a bit of rankings. We don't want to do this stupid thing.

This year, our action is to grab the flow from the competitive market, grab results, achieve our goals, achieve the team's goals, and ensure that cash flow, inventory and gross profit are healthy.

Fang Jianhua believes that it is very important for eleven to grasp key nodes and achieve small targets.

"Your preheating, collection, division of labor objectives should be careful.

I know that some of the brand leaders have done a large EXCEL sheet to make progress, divide the work and set goals.

In addition, Fang Jianhua said, the holiday atmosphere of shops is also crucial, performance is still from the commodity, we must firmly believe that the 28 rule, with a few products to drive the whole shop sales.

"Your main push, drainage, advertising materials, these subdivision of things in place, only to have the opportunity to revitalize the whole store."

Fang Jianhua disclosed that in order to achieve double eleven goals, the back end Department of Hui Mei Group has also done a good job of supporting the front end business personnel.

"My mission to the back-end department, including HR, is to provide services to ensure that everyone eats well and plays well.

Fight the battle between eleven and two.

Billion power network learned that this year is the seventh double eleven participating in the group. In the past seven years, it has created about 4 hundred million of its eleven main brands, 164 million of its initial language (since joining the group).

The total sales volume of Hui Mei Group has increased to nearly 7 billion.

At the 10th 10 mobilization meeting, Fang Jianhua also revealed a core business data. Last week, the entity store paction under the line has exceeded one hundred million.

"This is a good start.

In the future, we should not only do well on line, but also do well in line and do a good job in all channels.

Fang Jianhua said.

Moreover, Fang Jianhua also mentioned that in the first two or three months, the group adjusted its organizational structure internally. After repeated carding, it got the direction of the group's future development.

First, subtraction and streamlining.

The two is to improve the efficiency of people and calculate the number of achievements they can create throughout the year.

The three is to return to the era of entrepreneurship and set up a team.

The four is to integrate social resources and social synergy.

"I have founded this company for 17 years. In the past seventeen years, I have been afraid of big company diseases.

People are most afraid of falling into a comfortable habit, and that will soon become their own weakness.

Fang Jianhua said that the Hui Mei Group was a leading combat unit led by the eldest brother.

Statistics show that the United States group was founded in 2005, in 2007 Fang Jianhua founded the women's clothing brand "Yin man", won the 2013 double 11 National Women's clothing sales champion.

In 2012, the layout strategy of parent company was upgraded.

In 2015, we entered the line to upgrade all channels and strengthened interaction with users.

In 2016, Hui Mei Group prospectus showed that its operating income continued to grow steadily, and its operating income was 589 million, 949 million and 1 billion 140 million yuan in 2013, 2014 and 2015 respectively.

This year is the seventh double eleven that we participated in. In the past seven years, double eleven Yin man has created about 4 hundred million, and the initial language 164 million (since joining the group).

The total sales volume of the group has increased to nearly 7 billion.

About O2O

Last week, the hymen line has already broken through one hundred million.

This figure proves that the direction of our online and offline convergence is small.

A lot of attention has been drawn in the industry, and some friends have begun to imitate us.

Before the national day, millet Lei Jun announced the opening of 2000 stores under the line.

Why HUAWEI mobile can surpass millet? Apart from good products and global thinking, it has online and offline channels.

The three squirrel could not sit still and opened its first experience shop.

Many brands are exploring O2O.

Some time ago, I talked about my view that the Internet brand will not be offline for five years without future.

Believe it, you can witness it together.

I also want to see how long I can hold on to a friend on the main line.

Anyhow, the step of thousands of stores in the city of Yin man is a great shock to the whole industry, creating a completely new model and example.

The O2O mode led by emann has also landed in the various brands of the group.

At present, these brands have been stationed in good Plaza, new world department store and so on.

I think this is a good start.

In the future, we should not only do well on line, but also do well under the line and make full channels.

{page_break}

About industry

Over the past few years, I and several friends of the business owners are also in private exchange, we all feel confused and powerless.

The feeling is that more than one billion of a single brand will hit the ceiling.

To this end, we have made a lot of efforts, has been exploring: do thousands of City stores, the online and offline channels to do a good job; expand new brands, new categories.

At present, there are more than ten brands in the group, including bags, women's shoes, accessories, home and so on.

In the development of brand category, we have accumulated experience.

It is because of the confusion ahead that we can find new directions, lift our sleeves and make bold efforts to make the whole channel and make thousands of cities.

To adapt to the future direction of development and to enter the era of full channel integration, brand must learn new rules.

There are good quality styles on the Internet, so it may be OK to take pictures.

And the line is different. It also stresses the display of the texture and display of clothes.

We can see that the whole industry environment, international brands, domestic traditional brands and Internet brands have formed a state of tripartite confrontation. If we fail to find some brands in the direction, or just online or online, "walking on one leg" brand, they are all very confused.

In the year without traffic dividends, some new brands of our group have also experienced a tough year.

About internal

Our strategy is small jogging and good health.

Small brands are having a bad time. This is the prevailing market environment.

Some of our brand leaders spent a lot of time in the first half of the year. In such a difficult situation, we also strengthened.

Some of our brands have made some adjustments in the first half of the year. I can see that they are in better shape than before, and have adjusted to the best condition to meet the double eleven.

I think only through difficulties and setbacks, and constantly improving and adjusting, Yin man and Hui Mei have today.

Without these experiences, we will always be green boys.

The strategies of new brands and small brands are small steps, jogging, small and beautiful teams, good health and small life, and constantly looking for opportunities to break out.

While creating sales, we must be able to feed the team, have small profits, ensure healthy inventory, healthy cash flow, and healthy people, rather than big investments.

Yin man and Chu language have come to this day for seven or eight years. The new brand has just started. It is much luckier than the big brother and elder sister in the front.

In the first two or three months, the company has undergone some structural adjustment.

Including national day these days, I myself repeatedly in the company to sort out what we do.

Several conclusions have been drawn:

Do subtraction and streamline the style.

To improve people's effectiveness is to figure out how much performance they can make throughout the year.

Back to the era of entrepreneurship, we should set up a strong team.

Integration of social resources and social synergy.

I have founded this company for 17 years. In the past seventeen years, I have been afraid of big company diseases.

People are most afraid of falling into a comfortable habit, and that will soon become their own weakness.

My management style is to be the boss. I want to go down to the battlefield and take the lead in charge.

I am reading the fighting style of the Israeli army, and we see that the Chinese combat forces have not charged at any time, and they are not rushing ahead.

Fighting is for the dead.

People are afraid of death. When they are old, they can not be afraid of death.

The old man did not rush to let the soldiers below to charge, for a long time, you do not understand the operation of the front line, do not understand the real operation of the idea, the decisions made will become illusory.

About double eleven

Let's talk about double eleven. Our slogan this year is:

We are the champions!

The taste of the champion has been tested, and the excitement of ranking has been over.

This year, we no longer follow the practice of gourd painting. I look forward to every supervisor, every boss can face your management business with a full sense of responsibility and mission.

I give the back-end department, including HR, the task of doing good service to ensure that everyone eats well and plays well.

Fight the battle between eleven and two.

This year's double eleven, we can not learn people to rush to the rankings for a bit of rankings. We don't want to do this stupid thing.

This year, our action is to grab the flow from the competitive market, to win the performance, to achieve our goals, to achieve the team's goal, to ensure that cash flow, inventory and gross profit are healthy.

We are the champions ourselves.

Double eleven grasp the key nodes and achieve a small target.

Your warm-up, collection, and division of work should be meticulous.

I know that some brand leaders have done a large EXCEL sheet to make progress, division of work and set goals.

Performance is said to come from commodities at the end. We must firmly believe in the 28 rule. If you do things like subtraction, drainage and advertising materials, you will have the opportunity to revitalize the whole store.

The holiday atmosphere is also very important, so we may as well feel it from the perspective of customers.