Can Imini Win The Internet Brand Champion?

The original luggage and brand "Yi Ni Ni" was ranked the third in the top 11 last year, ranking the first tier without doubt.

But last year, the total ranking of Tmall 11 bags and bags was only eleventh.

Rice says: "this category of luggage and luggage has been lagging behind for many years.

It is a more correct direction for people of luggage and luggage to keep their eyes on the inside of bags and to jump out of the luggage and bag to see the outside world.

Inside the bags, we should work together to study the breakthroughs in product technology, study the supply chain pformation, and study the innovation of raw materials.

Sharing resources and turning the advantages of one family into everyone's advantage is the most beneficial thing for everyone. Imini is willing to share all the advantages and achieve common prosperity.

This year, as a representative of the original brand of the Internet luggage, can Imini win the Internet brand champion? Can he enter the luggage category in front of the powerful international luggage brand? Ten. The founder of the original luggage brand Imini, founder of rice (Chen Hezhong), did not shy away from it. He pointed out that when the economy entered the new normal, the electricity supplier dividends were disappearing, the international luggage brands and the traditional luggage brands were making efforts for the electricity supplier, Imini was not easy to live.

"We are hit most by the international light luxury luggage brand, because Imini positioning leather, the price mainstream interval between 400 yuan to 600 yuan, in the original luggage brand in the price belongs to the first tier.

Most of the original brands of the bags are priced at around 200 yuan, which is hard to be affected, and the luxury brand will not put down the price to the price.

Rice is blunt, from the data point of view, most of the customers have lost to MK (Michael Kors), Coach, Kate Spade and other luxury brands.

Compared to women's wear, style is the first, but in the bag category, consumers still attach great importance to the sense of brand.

The absolute weakness of brand power is the severe test that I face as an original bag brand.

According to media understanding, Imini has begun to plan the line, but the starting point is not to occupy the new market through offline channels, or to achieve new sales growth, but to enhance the brand power through the layout line.

Rice is now on the way to finding the right Shopping Mall, ready to open its flagship store.

In addition, Imini is also planning IP cooperation, and various kinds of film and television, animation, art IP cross-border cooperation.

Rice admitted: "in the brand, people have gone decades or even decades before we have established the brand mind of today's consumers. Imini, as an original brand, is still very young. We need to constantly invest in the brand and try it, so that we can gradually fill in this short board and gradually establish the brand awareness of Imini."

According to rice, consumers still pay much attention to brand when purchasing bags. Now purchasing, buying and exporting abroad are very convenient. Consumers can buy light luxury brand bags at a very cheap price.

The price of bags is not much higher.

And more traditional offline brands, the price of offline shopping malls is more than 1000 yuan, but the price of main explosions online is also in the price section of 499 yuan and 599 yuan, which is the same price as EMI Ni.

"Although our products are absolutely not lost in quality and technology, they are better than others in many materials and details, but their brand awareness is indeed stronger than ours. This is the objective fact."

In the face of this situation, the strategy adopted by the Minnie is to make up for weaknesses and avoid weaknesses: it has begun to make efforts to fill short boards such as brand awareness, and to consolidate its own advantages.

Rice laughs: "I am very grateful to our competitors, because they let us see their own short board, in order to better face up to themselves, better to improve themselves.

In the past, IRI has always insisted on her work style: we only concentrate on ourselves, and 100% of our energy is devoted to the research and demand of our products or services, almost 0 of our competitors and peers. But today, we must make changes. We must spare a considerable amount of energy to study our competitors, learn the strengths of our competitors, and find out our short competition through learning.

If you know yourself, you can't get down.

Imini has not loosened the strength of the original advantage.

Rice introduction, one of the strengths of EMI's past is the high repetition rate of old customers, which is the best embodiment of EMI's products and customer service.

In the process of pformation from PC to mobile terminal, Imini is ahead of micro-blog, but is relatively backward on WeChat. "We have to rebuild our old customer operation advantage and put WeChat community operation in the most important position."

Imini has organized about 50 communities throughout the WeChat end. The core idea of these communities is not Imini's taste positioning, "real leather artist", but the "life style artist" concept of life.

Rice says: "the relationship between the users and our customers is no longer the buying and selling relationship between customers and businesses, but like the relationship between friends and girlfriends, or more like partners or comrades in a certain field. This relationship is more closely related and more emotional, and we all share the same idea or culture to create a life. Our community managers are from the beginning our employees, and now they are slowly becoming our user representatives."

In the future, users will be more and more social, and a user will exist in the N community at the same time. The relationship between these communities and users may not be strong brands or strong interests, but consistent values and culture, which is a consistent attitude towards life or life.

Under the concept of common culture and life, they voluntarily form a community together and work together to build this community.

Widening gap: further improving product technology

Rice has always been very confident about the quality of his bag.

"The quality of our family is definitely the best in the industry. Many brands that are much bigger than us do not do well in detail handling.

But we can't be satisfied with this competitive advantage. We should continue to widen the gap of competition.

Imini has done a lot of action in improving the product quality this year. The cutting pieces of each style are finer, and all of them are fixed with mould.

The more the cutting of a bag, the more complex the workmanship, the more elaborate assembly, the better the product feels and the better the performance, but the higher the cost, and the ordinary factory has not been able to do it.

Rice pointed out that ordinary factories and bags are concave and stereotyped through the hands of the workers, but each style of the Minnie is made of custom moulds.

The highest level of product requirement is feeling. In order to make the consumer feel that the product is not a product, it is a thing with a sense of soul.

For example, a line with slight radian can not only lose its sense of touch while embodying the sense of three-dimensional.

But behind the cost of each model to pay more than a few thousand dollars in mold costs.

In the consumer can not see the internal materials, Imini is also upgrading.

Rice says that good products are not only available at the moment they get their hands, but whether they are still good after long use, and whether the products are durable, is the value of high-quality internal materials.

At the same time, Imini is studying the effect of the car line, hoping to introduce the use of foreign equipment and raw materials, as well as the constant demands of the teachers, and make the track more dynamic.

Rice says, "high cost achieves good quality", which is the product concept that has been insisting by Yi Ni Ni.

"That's why the price of the package is not cheap, but the reason the user will follow is."

Stability and Innovation: adjust the team structure and play more brands.

In addition to making up the short board and consolidating the advantages, Imini is also actively adjusting the team organization and developing multi brand strategy.

Rice introduced this year, Imini in the team structure, organizational form, workflow has been adjusted and changed, just like Ali group has previously adjusted the team to "small front desk, big and medium" organizational structure, Imini is also in the small front stage attempt.

"The small front desk will be very flexible, and the whole backstage can provide strong data support and better adapt to the current market shape.

Now, after 90 and 00, the idea of change is very fast. It is very difficult for the organization structure to respond in time, which will lead to lagging response, slow decision making and insufficient innovation capability.

Imini small front organization attempt, now mainly through the operation of the sub brand to reflect.

This year, Minnie launched two new brands, one is the Lotus brand, the other is the national wind women's bag, the other is the Pu Yi brand, and the handmade manual works. The two brands are operated by an independent small front desk mode.

They share the company's human resources, finance, IT and systems, supply chain resources, but the brand's product development, brand operation and sales strategy are small team operations, each brand of 3-4 people, very tough.

Rice said that such a small team is more dynamic, less burden, faster decision making and stronger innovation.

But rice also believes that the current organizational change is just beginning, and the effect is not fully reflected.

But trying and adjusting in this direction will be more and more effective.

In addition, rice believes that it is not a good development stage for the original brand. It is very difficult for a new brand to be recognized and recognized by everyone.

At the same time, rice also pointed out that we can now try to introduce some sub brands through cooperation, such as cooperation with foreign brands or cross-border cooperation.

Rice introduction, in view of the current "not easy" stage, Imini's overall strategy guiding ideology is "to accumulate grain, dig deep holes, do internal work". This guiding ideology is definitely not 1 years, but needs 2-3 years, with 2-3 years of time, to build Imini second core competitiveness of ten years.

"At present, it is neither suitable for setting high performance goals nor for strategically significant changes in the great leap forward.

The development of the electricity supplier to this stage is already the competition of the overall strength of the company. We should make systematic improvement in the construction of talents' echelon, in the building of brand power, in the upgrading of product design and supply chain, in the integration of external resources, in internal efficiency, in management and organization, in culture and system, etc.