What Did He Mean By Falling Out Of The Top Ten Of The "Double Eleven"?

The first open shop.

Amoy brand

The rudder was adjusted in these two years.

In the past "double eleven", Yin Mei's parent company, Mei Mei Group, handed in a pcript of 210 million yuan in total sales.

According to the world clothing shoes and hats net, eighth times participated in the "double eleven" examination, and the performance of Yin man increased by 25%, but it has withdrawn from the top ten of Tmall women's clothing brand sales.

In the view of Fang Jianhua, chairman of the Hui Mei Group and founder of Yin man brand, "the situation of today's retail Bureau has forced us to no longer focus on the performance of the electricity supplier."

A year ago, "double eleven", Fang Jianhua proposed formally from the Internet pformation.

Brand, "Internet brand within five years do not line up, there is no future."

Prior to 2015, Yin man opened the "thousand City 10000 store" plan and pformed the full channel mode. At present, there are more than 450 experiential shops in 160 cities across the country.

In the past, when Taobao dividend period was higher, the cost of flow was even higher and platform support scales were tilted.

However, its path of exploration is not a smooth road.

In the two years of the "double eleven" performance, the growth of the number of stores is not as good as expected. Is there any setback in the new retail Road? How do we get to the two legs on the line?

What does it mean to fall out of the top ten of the "double eleven"?

"Double eleven" on the same day zero 27 points, Yin men's office came out a cheer, the number of electronic screen turned to 50 million, Fang Jianhua and hundreds of employees at the scene wearing red "war clothes", lifting the phone to record this moment.

This year is the eighth year of the "double eleven".

"For this year's" double eleven ", I see very pale.

Fang Jianhua told reporters that as an e-commerce veteran, the annual "double eleven" in addition to the biggest profit fans, he has already focused on product quality and customer experience.

"Products with good quality, sense of design and cost-effective are the core strength of the brand to be qualified for the big push test. In the long run, it is the key to the ultimate continuation of brand vitality."

In Fang Jianhua's view, sales are no longer the only goal of "double eleven".

In fact, this year's performance is not outstanding.

Before the "double eleven", Fang Jianhua set a sales target of 300 million yuan, but on the same day, the single day sales of EMMAN was 160 million yuan, and the total sales volume of the online brand of the group reached 210 million yuan.

But Yin man's full channel, multi brand linkage in the "double eleven" effect is obvious.

Among them, more than 450 stores under the line have also participated in the "double eleven" promotion and marketing activities, and played an important role in increasing the interactive experience.

In November 1st, Yin man linked the next 111 stores of the whole country to start the "11.1 yuan limited time rush to buy". On the eve of the "double eleven", 35 thousand customers rushed to the tickets, and a total of 330 thousand people took part in the whole activity, and the sales volume was close to 20 million yuan.

During the "double eleven" activities, sales increased by 60% compared with last year, and the number of purchases increased by 95% and the number of sales doubled.

In addition, the debut of the girls' brand in Hui Mei is bright this year, sales increased by 68% over the same period last year; the high-end women's wear increased by 25% in the left dress, and 20% in the year-on-year price increase; the Yoga brand SAMYAMA maintained first sales in the three year "double eleven" category, and 7 times in the performance of Huayi furniture.

But it has to be admitted that in 2012 and 2013, in 2012, he sat down the first place in the sales of "double eleven" Ladies' clothing, and fell from the top ten last year.

Judging from the ranking of Tmall's "double eleven" women's clothing sales in recent years, the only brand that can retain the top ten locations is Han dresses.

Earlier, in the debate on whether the online brand should be offline, Fang Jianhua and founder of's clothing house, the former believed that online and offline integration is the general trend, while the latter believed that Internet brands should continue to deepen the online market.

The two different ideas have also created the "two different ways" of the brand names of Yin men and Han Du clothing.

In this regard, Cao Lei, director of the China Electronic Commerce Research Center, told reporters that the lack of stamina on the online brand is mainly due to the shift of Taobao's focus, from the C2C stage of no brand, to the incubator brand, to the traditional enterprise touch net and the overseas brand entry, and the brand has been gradually marginalized.

In addition, with the upgrading of consumption, the more cost-effective Amoy brands can not keep up with the needs of users. After the disappearance of the electricity supplier dividends, the profit margins of the Amoy brands are more difficult. After that, they also miss the new models such as social business, network distribution and so on.

And Yin man did not list the top ten of Tmall's "double eleven" women's clothing brand, which is also related to the beginning of the layout line and the reduction of the dependence on Taobao platform.

"Traditional brand and overseas brand customers have higher unit price and stronger brand influence."

Cao Lei believes that sales of the company are difficult to compete with.

And Fang Jianhua, who no longer cares about performance alone, looks at "double eleven" sales data to see the purchasing power of consumers, the unit price of customers, and then adjust the strategy of the next year, so that the idea of development can reach a new level, which is more important for EMMAN.

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Why "thousand city Wan" only finished 4.5%?

Now, the strategy of the man is walking on two legs under the line.

In July 2015, Inman announced the launch of the "thousand city store" plan, which will set up 10000 offline stores in 1000 cities across the country in the past 5 years.

Over the past two years, the "second legged" running under the line of man has been the most concerned problem of the outside world.

At present, there are more than 450 stores in the world, of which nearly 50 are direct shops.

In terms of quantity, 450 stores are far from the goal of "thousand cities and thousands of stores".

Does the slow pace of opening a shop mean that this road is blocked? For this reason, Fang Jianhua thinks that it is only a different direction.

He told reporters that the "thousand cities and thousands of stores" specific planning is no longer 10000 years in 5 years, in his view, "quality is more important than quantity."

At present, it accounts for about 30% of Fang Jianhua's sales, and it is expected that it will reach 50% in the future.

In addition, another important reason for the slow growth of the company is that most stores in the two or three and below cities are landed by "fans entrepreneurship", while Yin man set a high threshold for these fans to join the business. "The pass rate of site selection is only 10%".

Fang Jianhua also said that the store did not spread rapidly because of its opening up. It is estimated that 100 stores will increase annually in the next three years.

After the franchisee set up shop, the way of cooperation is: the franchisee only needs to solve the rent and manpower problems, and fans share the fans resources from the line to the line. The zero inventory mode is adopted. The franchisee does not need to buy the goods. Through the backstage data monitoring, the goods are replenishment; the online and offline prices are equal, and the marketing activities are synchronized.

From this perspective, the layout line is regarded as a light asset investment.

And whether it can be copied to the whole country in large numbers, so as to leverate the flow under the line, and pplant the limited "Amoy brand" to the larger capacity offline scene to ensure the continuous profitability of Yin man is the key meaning of "thousand cities and thousands of stores".

Although it has only completed 4.5% of the "thousand city stores" plan, and the long 95.5% still needs to be pushed forward, Cai Ying, the vice president of the Hui Mei Group and the head of O2O, has gone six or seven ways ahead.

He told reporters that after setting the vision of "thousands of City stores", he found that the dimensions under the line were very complex. "The consumption level of cities, business circles, shops, and customer groups are classified into grades."

Therefore, in the past two years, Yin man tried to cover all the markets, and then to find the most suitable core market. "When we find the core market and store standards, we can have a lot of replication without worries."

Cai Ying said, at present, this model has initially appeared, mainly located in the shopping mall of the 234 line city.

With the bonus period of the electricity supplier in the past and online competition intensifying, the survival space of the brand has been squeezed. Alibaba is also aware of this problem. It has joined retailers such as Yintai, Suning, WAL-MART and other offline retailers, and has also developed products such as meow street for offline stores, hoping to promote the brand side to get online and offline, but the effect is not very good.

In addition, three squirrels and Yin men have also released their own bureaus, but progress has been slow.

Take three squirrels as an example, it claims to have 100 outlets next year, but there are only about 20.

For the three squirrels under the wireless gene, the investment in the store is large and the cycle of return is long. It is uncertain whether the future will be profitable or when it will be profitable.

In fact, for the Amoy brands whose profits are already weak, the trial and error space from line to line is not large.

Cai Ying also admitted that the risk of moving to the line is great, and is not consistent with the development trend of all Amoy brands.

As for the clothing industry in which emann is located, "the traditional clothing brand must have a strong product capability and channel capability, so that we can achieve this historic position. First of all, we must think about how to survive among the Internet brands when they enter the new market."

Fortunately, compared with the traditional brands, Cai Ying believes that Yin man has more powerful data processing capability, which is more in line with the future development trend of new retail.

The reporter learned that, in 2017, the turnover of the next store in Yin man line is expected to exceed 300 million yuan, which is 50% higher than that of the whole year in 2016, and the average passenger price is doubled on line.

Fang Jianhua disclosed that Hui Mei Group will also restart IPO early next year.

Then, after the pformation of the whole channel, the performance will be the biggest test.

More interesting reports, please pay attention to the world clothing shoes and hats net.