Hui Mei Added New Retail Chain To Build "Runaway Photography Studio"

According to the world clothing shoes and hat network understanding, the distance between 2017 double 11 and 20 days, Hui Mei Group has already entered the full range of preparation for the state of war.

Since the first "11.11" Shopping Festival in 2009, this is

The group participated in double 11 in eighth years.

In this field

The collective promotion banquet in the industry is not only the discussion of all retailers on the new retail mode, but also the critical moment for the team to test its own combat effectiveness.

As always, Hui Mei Group's brand, Yin man, living in the left, the first language and so on, will participate in the whole brand and category.

And he has been walking in the new retail exploration.

Will also link down the line, leveraging all channels to spare no effort to participate in the double 11 activities.

Fang Jianhua, chairman of Hui Mei Group, said: "every year, double 11 is always the most impressive.

Under the new retail strategy, double 11 has become particularly fierce, and we have been inspired to create and upgrade ourselves in various aspects such as products, sales, channels, brands and so on.

This year's double 11, we look forward to optimism, based on high sales volume, but also to build a high quality product and service experience.

Consumers are no longer driven by cheap prices. The key to the ultimate continuation of brand vitality is the product with good quality, design sense and cost-effective.

Compared to sales volume, entertainment oriented marketing gameplay, all channels work together to build products and services, and the combination of the three is the self requirement of Hui Mei Group in the double 11 carnival. It is also the embodiment of the core combat strength.

Health expectations: higher expectations for products and services

After many years of double 11 battle, the holiday slogan of "buy and buy" has penetrated into consumer awareness, but the overall competition in the industry has become more intense.

Since 2016, Hui Mei Group has proposed that it is no longer the sole purpose of double 11 with simple sales targets.

Instead, we can make full use of the double 11 sound momentum, make innovations in marketing and operation, arouse consumers' resonance, and let more consumers experience the product, which is the ultimate goal.

Based on the above thinking, based on the previous double 11 performance and forecast of its own development, the United States group put forward the sales target of 300 million yuan on the day of double 11.

As the founder and brand leader of the enterprise, Fang Jianhua put forward more than one occasion in public. The product is 1, and marketing, operation and so on are all adding 0 after 1.

Therefore, polishing products is always the foundation for the establishment of the brand.

Behind this belief is the product supply chain that has been built for many years. Just like the brand hematopoietic machine, it can be competent for the high strength product demand brought by the dual 11 early stage, and do 50% single, 50% return orders, timely delivery and product deployment.

Take Yin man as an example.

To fully prepare for the double 11 and ensure product experience, the whole brand stock up to 1 million, totaling more than 2600.

The new season will be the main part of the 11, and the new one will be over 70%.

The down jacket and sweater are main products of Yin man.

In the design style, the destination of the 2017 fashion trip is Holland, which is full of exotic idyllic elements.

9th anniversary of the two cross-border design cooperation products.

In order to further enhance efficiency and service, the RFID group (RFID) chip is installed on each garment, which can effectively improve the accuracy and efficiency of warehouse management, and provide better experience to customers at terminal stores.

Marketing entertainment: theme content detonating social media

Ali CEO Zhang Yong released the scene at the 2017 double 11 evening show. "Alibaba will create a completely new form of interaction and media form through the cooperation and innovation with the three big platforms, based on big data and taking the interaction between online and offline as the core, thus redefining the media, redefining the way the brand participates in communication and the future of the business."

As a brand with internet gene, Yin man always keeps a new and younger marketing strategy.

A series of marketing activities are systematized, and the ability to integrate resources is strong. Through cross boundary and interaction, customers can naturally accept the brand in the process of playing.

For this reason, Yin man constantly builds and strengthens the demand stickiness of his brand in the consumer's mind through three aspects: "fans management", "life scene construction" and "innovative media mode marketing penetration".

While Tmall and Taobao highlight the entertainment marketing strategy in the 11, they also encourage businesses to use the content entry of the platform to better maintain the stickiness of fans and increase brand exposure.

For this reason, Inman has accumulated more than 50 thousand content guides to fans' attention through the content operation channel of Taobao mobile.

In the past 30 days, the number of browsing contents has been 19 million and 1 million 800 thousand people have been guided into the store.

In addition to the content channels inside the platform, he also built multi-channel and multi-dimensional social media to form new media strength.

As early as in the early September, Yin man announced the 2017 double 11 marketing game, will take "out of control 24 hours" for the theme of double 11 day and the entire sales cycle.

In the double 11 preheating stage, Inman used its own content channels to carry out pre warm-up communication, and carried out multi form and multi-channel social media dissemination with "runaway 50%OFF" and "losing control of the wearer" on the theme of "runaway" theme.

Up to now, the "lost control" topic has reached more than 1 million hits in WeChat and micro-blog, and fans have posted over 10000 comments.

In the early stage of the warm-up, Yin man invited fashion bloggers, media people and models to shoot the theme video of "out of control".

Christine Fan, the spokesperson of Yin man, was the first to deduce the "losing control" of the "Yin man" style, which triggered the discussion and video of the fans and fans of Christine Fan.

Overweight new retail: join the hippocampus to create "runaway photography studio"

In the development of new retail, channel integration is more urgent. With the help of Internet technology and data, the brand can enhance its business efficiency, create a unified brand image, and export high-quality products and services, so that consumers can have more choices.

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Beginning in 2015, the Hui Mei Group officially launched the Inman + thousand city store program, officially exploring new retail outlets. Through online accumulation of brand users and popularity, it has achieved initial results in the past two years, and has opened over 450 experiential shops in 160 cities nationwide, of which nearly 50 are direct shops, and 2017 annual turnover is expected to exceed 300 million yuan.

In 2016 double 11, the offline store has just been included in the battle camp of the 11 men's double line, to promote the participation of the consumers under the detonating line. The double 11 before the 111 stores in the whole country launched any commodity 11.1 yuan limited time rush to buy.

This is the first starting point for the fusion of line and fuse to synchronize double 11, and is also a new attempt to explore new retail business ecology.

In 2017, in addition to extending the limited time to rush to buy the exploding gameplay, online and offline integration will play a more in-depth role and will become the biggest highlight of 2017's 11.

Yin man joined the hippocampal photography studio, combined with the 11 "runaway" theme of Yin man, creating 10 "runaway photo galleries" with different shapes in 10 stores in the first and second tier cities of China, customizing 4 different styles of "runaway" image, and opening 1000 runaway modeling places, inviting fans to participate in the scene.

In addition, the underwear brand established by the end of 2016 spent more than 30 million months in half a year.

As the sole partner of Alibaba's new retail underwear category, Yin man underwear will build the first lingerie life hall in Guangzhou Wanda in October 28th and launch the new retail business in full.

It is worth mentioning that the channel layout of the Hui Mei Group will be improved through the new retail strategy. Whether it is the integration of double 11 into the whole channel, or the future development, Tmall is always the core channel of the Hui Mei Group and the main position that can not be ignored.

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