Can Double 11Yeehoo Go Forward This Year?

Without his own factory, but he wanted to ensure quality, Guo Chaoying unexpectedly found police cooperation.

She strictly submitted herself.

Product testing report to ensure the quality of each product.

Afterwards, the director of the Quality Supervision Bureau of the company told her that the only thing to do was to do so.

The English family.

According to the world clothing shoes and hats net, this is 1995.

After living in the United States for ten years, Guo Chaoying sighed for the lack of brand in the domestic mother and infant industry, and returned to establish the baby brand YeehoO Ying Shi to fill the brand of the 0-3 year old baby.

Blank.

In the era of material shortage, the domestic standards have not yet been paid enough attention to, and the threshold for shopping in department stores is not high. Guo Chaoying can only think of this strange trick.

Perhaps from the first day of birth, it was doomed to insist on YeehoO's brand maintenance.

Guo Chaoying said in an interview with Sohu mother and baby: "engaging in this industry requires great love and great faith. We need to provide high quality brands to our people, not to introduce large quantities of international brands."

However, the high standard in the early stage limited the development speed of the brand as a whole. YeehoO Ying felt the lack of growth.

At various meetings of the company, Guo Chaoying began to review himself, slower than others, is he right or wrong?

Fortunately, YeehoO Ying Shi encountered the same desire to become a national brand, and quite a brand management experience peak.

After years of struggling in the international luxury industry, she also thought of returning.

If the founder gives the brand life, in the further development process, because of age, experience, knowledge and many other factors, it is hard to say that it will not become a constraint.

At this time, YeehoO usher usher in a Hermes executives, what kind of new life will bring?

In 2016, double 11, YeehoO became the "billion club", and its total sales volume of Tmall flagship store reached 137 million yuan, up 193% last year, ranking second in the maternal and infant brand sales rankings, catching up with the international brand UNIQLO and Gap, second only to the children's clothing industry balbara.

Not long ago, Hai Lan's home became a second largest shareholder with a stake of 660 million yuan in British style.

Under the second child bonus, the imagination of baby industry is magnified infinitely.

Ying Shi came to Hermes executives.

More and more maternal and child brands have emerged.

In addition to Beijing's "water boy", Guangdong's "little pig banner", "Ann Nye" and so on, all have been established around 1995. After 2005, adult clothing brands including Taiping bird, Jiangnan Buyi and Anta are all hatching children's product lines.

YeehoO Ying Shi needs to climb up a higher step. It seems that Guo Chaoying alone has been unable to do anything.

Guo Chaoying, who started to retreat, began to look for suitable investors.

In November 2012, YeehoO's 60% stake in Guangzhou Ying AI was bought by Yun Yue investment holdings.

Prior to this, Yun Yue investment has experienced the pformation of traditional companies, such as investment holding Guizhou Yonghong food, "China walnut powder king" Sichuan Zhiqiang food and so on. After that, the basic path is to take stock ownership, replace management layer, integrate its brand, and maximize its effectiveness.

By the end of 2013, Yun Yue's investment had set a new door for Ying Shi.

He was the first executive of the luxury brand Hermes China and President of the former butterfly company.

When he joined the two companies, there were only four or five employees in China. He built almost a team from zero to help these two luxury brands explore China's business.

After the entry of the new CEO peak, the group of several big children's brands set up by cloud investment has set up a small star group.

It has its own brand "YeehoO Ying Shi" and "PEEKABOO pic pickup bubble". At the same time, it also acts as a British baby stroller and home brand "SILVER CROSS Silver Cross Baby", a famous British baby baby brand "Avent AVENT", Norway high quality baby products and furniture brand "STOKKE think Jia Er" and so on.

In 2013, YeehoO's sales doubled in 2012.

And then, the small stars want to integrate and utilize the high-quality resources of the whole industry, and try to build an ecological platform to promote children's slow growth.

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How to make a brand in luxury?

Often, the management idea of luxury brands is to grow abstinent. Controlling sales volume is not just a pursuit of profits. The key is to better serve consumers.

This way is also applied to YeehoO.

First, YeehoO's brand name, visual and communication values are recombed.

Secondly, pform the channel mode.

Prior to the YeehoO Ying Shi in the second tier cities opened thousands of offline stores, direct and join the ratio of 3:7, then gradually closed the poor performance of the store, and promoted the direct business and electricity supplier share.

YeehoO is also expanding its influence through a combination of OEM and famous IP to cover a wider population.

In terms of product development, YeehoO is often divided according to needs and scenarios.

For example, for 0-3 year old infants, around sleep, nurture and travel three, to create a lifestyle brand, to provide solutions for infants.

Now that we need to build an ecological platform, we have added more services beyond brand sales.

For example, the establishment of small star academy and parent school.

This is an educational media, specializing in dialogue with prospective parents and young parents to prepare for their neonate raising; setting up clubs, similar to new concept stores, is a customized space for children's parties, activities, exhibitions and concerts; the establishment of children's sleep and sleep research center.

This is also based on the importance of sleep in the process of children's growth, hoping to lead consumers in a scientific way to meet their needs.

Hai Lan's home has become a major shareholder. Can double 11 hit the top this year?

After nearly three years of quiet pformation, YeehoO Ying is completing the brand turn, especially in the electricity supplier channel.

In 2016, YeehoO Ying Ying realized 722 million yuan in operating income and a net profit of 36 million 347 thousand and 500 yuan.

Operating income and net profit in the first 8 months of this year were 372 million yuan and 6 million 811 thousand and 100 yuan respectively.

More concerned about the industry is that in October 9th, Hai Lan home announcement, will become the second largest shareholder of Ying Ying baby, holding 44.0039%.

The summit said that the cooperation was "hit the nail on the head", but it was more than two months since he first visited Hai Lan's home.

Hai Lan's explanation for this investment is that the consumption market space and development potential of infant and young children are huge due to the impact of the "two child policy".

In order to seize the consumption demand of young and middle end infant products in the environment of "consumption upgrading" and "Internet plus", we should seize the development opportunities of infant child market and increase the new profit growth point.

In October 11th, YeehoO Ying Shi welcomed its Tmall super brand day, which is also the first super product day in Tmall's children's wear category.

On the same day, sales exceeded 5 million yuan in the first 4 minutes, setting a record of the highest single day sales outside the double 11.

This super product day is also considered to be a practical training for the new retail of baby industry.

In 2016, double 11, YeehoO became the "billion club", and its total sales volume of Tmall flagship store reached 137 million yuan, up 193% last year, ranking second in the maternal and infant brand sales rankings, catching up with the international brand UNIQLO and Gap, second only to the children's clothing industry balbara.

This year's double 11, YeehoO will be able to move forward?

Judging from the pre-sale situation as of October 24th, YeehoO ranked fourth in the six category of Tmall mother and baby. Balbala and cotton were respectively ranked the first and the first.

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