What Is The Difference Between The Genes Of The Two Brands?

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Double 11 mobilization meeting,

Stress: "the Internet brand will not be offline for five years without future.

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

After the opening of the 11 mobilization meeting of the EMMAN double, Zhao Yingguang responded immediately, expressing his praise for Fang Jianhua's passion. But if any of the friends mentioned is Han Du Yi she, it is recommended to say it directly.

On the eve of double 11, Fang Jianhua, founder of emann

Founder Zhao Yingguang ripped up?

Subsequently, Fang Jianhua, founder of Yin man, published an article to persuade Han Du she group to open the line.

This open letter has also attracted the attention of the industry.

What happened behind this? In 2016, aiming at the 1000 line stores under the Internet, Emin group plans to open online.

At the same time, Zhao Yingguang, the founder of Korea's clothing house, has made clear on many occasions that the Korean clothing house has not been running the entity store plan for a long time, but should concentrate on the direction of Internet multi brand operation.

Point of view: is there any future for offline market?

Behind the two choices are two kinds of fierce collisions.

Fang Jianhua stressed today in the company's internal meeting that future online and offline integration of all channels is an inevitable trend.

Before that, Fang Jianhua had a clearer expression to the media. I think the Internet clothing brand will not open in the next 35 years without any future.

Zhao Yingguang's previous views on the media are also sharp: the most terrible brand is the "Fifty five point scale" that wants to go online and offline.

If a brand member wants to take five or five points, it's impossible to do well on the line and do well under the same line.

What are the thoughts that led to a totally different and tit for tat conclusion?

Zhao Yingguang did not regard the Internet as a channel, but regarded it as a change of the times.

Under this change, although the apparel industry under the line will not die out densely, there will be a gradual reduction process.

At the same time, the scale of online apparel market is expanding.

Why do we make such a judgement? Zhao Yingguang pointed out that for the future main consumption group, they will live in the real world and the virtual world at the same time, and the virtual world will spend a lot of time.

Everyone has only 24 hours, and the time that users can spend is limited. The reason that users choose online is no longer because they are cheap, but they can save more and more scarce time.

"As long as we agree that the Internet will provide better and better experience, consumers in the future will have to finish all the things that can be done online, which is an irreversible behavior."

But Zhao Yingguang also believes that physical stores will not disappear.

"Eating, drinking, playing, or enjoying the experience of the body must be guided and influenced by the online experience, and there are still some physical retail opportunities in the process, but the overall magnitude will be greatly reduced.

Just like the Internet for so many years, today there are all kinds of newspapers and magazines. They will not disappear, but become more and more rare.

"80% of the online clothing market is left to the Internet gene brand."

Zhao Yingguang also analyzed the different trends of the two brands in the next five to ten years: the brand under the traditional line will be dominated by offline sales, and the online share will not be more than 10% to 20%.

The Internet brand will be completed by tens of millions of small and beautiful subdivision positioning brands, and billions of dollars of online sales will be completed. Internet brands need to focus their efforts on the Internet.

What are the differences between the two brands?

Zhao Yingguang pointed out that the traditional brands under the line do not have the genes of big online business. If the traditional brands want to achieve tens of billions of sales on the Internet, they will be incarnated into dozens of brands. However, it does not have such incarnation ability. Its genes decide that it is necessary to rely on the large centralized brand online shop to complete the sale.

The proportion of online sales of traditional brands can not be too large, otherwise it will lead to the collapse of the whole offline system.

Internet brands can make pricing strategies according to the characteristics of the online market, while the traditional brand price system is hard to adjust online.

In contrast, the operation of the Internet brand has many characteristics, such as multiple, small amount, bottom sale, fixed production and so on. This kind of gene is not suitable for offline, but should constantly use the advantages of the Internet to do a larger scale.

Jia Peng, vice president of the Korean home group, explained to the media the specific reasons why the shop was not open.

Jia Peng pointed out that the clothes sold online by Han Du Yi house are basically guaranteed to arrive second days, and buyers are not satisfied with the return, which is no different from the offline try experience.

Moreover, users can generate shopping behavior at any time in fragmentation time, and online can make more efficient use of fragmentation time.

Moreover, online marketing activities play a lot, and the pmission is unimaginable.

In contrast, Fang Jianhua's thinking is simpler and more direct.

Fang Jianhua believes that when everyone thinks that the offline business is shrinking, it is actually the lowest cost to enter the line at this time, and the cost of setting up shop in three or four line cities is even lower than that of online stores.

Although online growth is fast, 80% of apparel retailing is completed online, and the offline market is huge and helps to enhance user experience and brand image.

As for Internet brands, there are no genes for offline retailing. Fang Jianhua's Refutation is often inexperienced, but it can create new ideas.

"When I was doing traditional ODM, I didn't have an e-commerce gene.

We have drawn some people in the team of emann, and have also recruited some experienced people with rich experience. I think this is our opportunity.

And Zhao Yingguang thinks that the Internet is a revolution, and Fang Jianhua believes that the Internet has been developing rapidly. The whole channel has entered the age of convergence.

And Fang Jianhua, for example, has a clothing brand. In Tmall, the real effort is from last year, and their home has thousands of stores in the country. Last year, they rushed into category TOP10, because it has a foundation on the line, so it can support it to run online.

There are not a few businessmen who support the idea that the brand is offline.

The Internet snack brand three squirrels also said that they should go to the line.

Zhang Liaoyuan believes that retail channels must be an inevitable trend, because where consumers are, where three squirrels are going.

Mode collisions: how are the underlying architectures different?

Under the guidance of different ideas, there will inevitably be different patterns of development.

But in fact, similar to the online brand that started online, the development mode of the Hui Mei Group and the Korean home group has similarities.

After the main brand has taken a firm foothold, both sides have broken the ceiling of Internet brand development through multi brand strategy, and gradually increased the number of their own brands.

After that, the Korean home made rapid expansion through the group mode, and developed a series of sub brands with well-known lines.

The group also constructed its own designer brand matrix through cooperation with designers.

After that, the two sides began to change the direction of the brand Incubation Platform: Han Du Yi house has perfected the supporting function of the group, and built blocks of Korean capital manufacturing, Han Du image, Han Du University, Korean capital storage and pportation, Korean intelligence, Korean capital customer service, Korean capital operation, Han Du finance and Han Du media. The subsidiary brands of the group can also choose to share the group's supply chain, finance, HR and IT management system mode.

However, the underlying structure supporting the development of both sides is not the same. The two sides also have different anticipation for the future development of the garment industry.

The group management mode of the Korean home group decided that it could expand business more quickly and support more brand online operations.

In July 2016, at the launch site of the Internet brand incubation base at Zhihui LAN Hai, the Korean home group exposed Han Douyi's new goal of "121" in the next ten years: serving 1000 brands, reaching 200 billion market capitalization, and creating 1000 multimillionaire.

The system of designer's brand Incubation Platform Supporting Mei Mei Group is a partner mode. Through this mode, the Hui Mei Group fully mobilizes the initiative of the brand partners.

The brand of Hui Mei Group is not only more concentrated, but also pays more attention to the in-depth development of the brand, and the incubation time of the brand is relatively long.

Because of the different anticipation of the future development of the clothing market, Yin man opened the all channel development strategy of thousands of City stores, while Han Du Yi House insisted on focusing on the development line.

Performance match: evenly matched?

Under the support of two different modes of development, what are the sales results of the Korean and Korean group?

According to public information, in 2015, the revenue of Han Du Yi House reached 1 billion 206 million yuan, net profit was 33 million 201 thousand and 700 yuan, 2014 annual revenue was 831 million yuan, and net profit was -3755.93 million yuan.

Hui Mei Group's revenue in 2014 was 940 million yuan, net profit was 31 million 900 thousand yuan, revenue in 2015 reached 1 billion 140 million yuan, net profit was 15 million 810 thousand yuan.

Its net profit presents a downward trend, mainly due to the rapid hatching of new brands, which has a certain impact on the performance.

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Beginning in 2015, the group began to move from line to line, launching the O2O project of its brand, and the rapid development of the "Yin man + thousand city million stores" project. As of the end of 2015, "Yin man + thousand city stores" has signed 163 outlets, covering 23 provinces and cities.

According to the prospectus of Hui Mei Group, in 2015, the business income of Sini group was 2.01%.

From the perspective of both sides' revenue, we can see that there is little difference between the two sides.

In 2015, the group launched the O2O project under the line. The proportion of offline revenue is still very large.

In addition, according to the information that can be found, Hui Mei Group owns 15 brands. After 3 years of development, the sales of the main brand of Yin man have been declining, and sales of brands such as Chu Yu and left brands have increased significantly.

It has 28 brands and brand sales are more dispersed.

Both sides have 11 points over the years.

According to media reports, in 2015, double 11, sinemi group's single day sales exceeded 166 million, of which 85 million 160 thousand of Yin man brand and 47 million of initial language brand.

In 2014, its sales volume reached 185 million yuan and 165 million in 2013.

In 2015, the double 11 and Han downer electric business group won the Internet apparel brand champion with the paction volume of 284 million yuan, and the sales of the Korean brand clothing group rose from 28% last year to nearly 40%.

In 2014, on the day of double 11, the total sales volume of Han Du Yi she group reached 280 million yuan, and the sales of flagship store of Han Du Yi house exceeded 199 million yuan.

This year, the sales target of dual 11 Korean homes is 400 million yuan, and it says that it does not pursue ranking. Instead, it regards this double 11 as another rare test opportunity for the two grade ecosystem built by Han Du Yi she.

While Ingman has not yet exposed specific targets, he said he should hit sales according to his rhythm, and said that this year's double 11 will play a big role online.