IOT RFID Chip Implantation Clothing Smart IA Is Entering The Clothing Industry

According to emann, new retail is an important part of the business layout.

"Electricity supplier + new retail is a process of 1+1 greater than 2".

With the new retail Dongfeng and online traffic dividends dried up, Internet brands are heading for the next line.

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From this point of view, Yin man is regarded as an "older generation".

At present, Yin man has more than 500 offline stores, covering 172 cities.

A few days ago, Cai Ying, vice president of the anmen group and head of the new retail division, shared with us the story and experience of yemann on the new retail Road.

In July 2015, the 7 year old man decided to go on the line and make a breakthrough. He formally put forward the plan of "thousand cities and ten thousand stores", which opened 10000 stores in 2020, and the operation mode of the offline stores was mainly affiliated to the business and supplemented by direct business.

Actually, this is not the first time that he has tried to expand the line, as early as 2011.

Channel plans and opened more than a dozen shops, but the plan did not go smoothly as planned.

Even so, it still did not dispel the determination of the line.

It is reported that in 2017, the total revenue of the lower line of the man line exceeded 300 million yuan, and the overall growth in the first half of 2018 was over 30%. The annual average passenger price per line was 460 yuan to 550 yuan, and the offline revenue has already been the second largest profit segment in the total revenue of the brand.

It is reported that offline stores are not only an important channel to expand market share, but also serve as a stronghold for their community operation. The main function is to strengthen contacts with fans.

Under the line of Yin man's experience, in addition to the unified brand image tonal,

The idea of community falls to the experience shops all over the country, brand experience, one shop, one community, etc. each shop owner can independently display his creativity and organize various social activities, including camellia, painting, handmade DIY clothing, etc.

Fang Jianhua, founder of emann, emphasized that

The core is to integrate channels and keep pace with consumer demand, focusing on the four core elements of the scene, boundary, community and efficiency.

"The scene is to create Yin man +, which covers the whole product category extended by clothing, the family of 7 meters visual space and the interaction and gathering space of the concept of slow life with fans."

At the same time,

Stores have been able to achieve online single store delivery or store picking up, store buying, express delivery and new pre-sale.

Billion power understands that Yin man has reached cooperation with vip.com and other platforms, and consumers can buy them on vip.com platforms and deliver them by stores.

1. electronic touch screen, the main function is to complement the store scene.

Consumers can click on any product on the screen to view inventory, product pictures, videos, etc.

Video also supports the content output function of brand marketing, such as brand disc broadcast, live broadcast interaction and so on.

2.RFID chip.

The chip is embedded in the tag of each garment, which can help product data.

Warehousing and sales can synchronize the system in real time, reduce errors in human statistics, improve product turnover and management efficiency, and improve human efficiency.

Fang Jianhua once played an analogy: "a brand's online and offline is like two legs of a human being, and the two legs are different from each other when they walk up and running."

1. members get through: no matter what channel they buy, they can share points and membership systems.

2. commodity: online and offline new products to achieve the same price;

3., get through the benefits: get in touch with the interests of the affiliate sales system and achieve a win-win situation.

Cai Ying said that since 2016, yemann began to build its own system, and formed the online and offline commodity system in 2017. It promoted the pformation of the back end supply chain and commodity planning, and achieved the "three links". In 2018, the terminal management standard fell to the ground.

In addition to the membership system, the online and offline businesses need to balance the cost of online and offline businesses and the limited display space of offline stores.

In view of these, Cai Ying believes that the cost difference is actually a "unfounded" argument, not the cost difference between online and offline.

"The same line stores, different location, there will be a cost difference, so in which channel to sell the same."

He also stressed that balancing store and out of stock issues in offline stores is actually a matter of balancing sales data and supply chain ends, which is fundamentally a matter of efficiency.

The higher the efficiency, the more accurate the stocking is.

First, quickly collect the data of terminal sales goods; second, use data analysis and calculation, and then pmit to the supply side.

This is a cycle, more data is the process of reversing, the control of data is the control of goods.

It is reported that Yin man has uploaded inventory data from various channels to the system.

After the system is opened, consumers can buy goods at stores, but when they are out of stock, they can find goods out of stock directly in the EMMAN client or small program mall, and pay the bill to the cashier.

EMMAN went on line, including "the official flagship store of Israel".

"Yin man micro shop", including the three small program mall, "Yin man micro shop" mainly assume the responsibility of opening up and offline.

Cai Ying believes that social networking is a very important path in the future, but it has not yet formed a trend of "dominance."

The most difficult point: Transformation of commodity thinking

Over the past ten years, Internet brands have been relying on the rapid development of Taobao, close to the needs of consumers, and have accumulated a new supply chain link and brand image.

But the exhaustion of traffic dividends has made these brands more anxious, so we have to re examine the offline scenes of instant consumption.

In the past two years, many Internet brands such as the goblin's pockets, three squirrels, and so on have opened the line trip.

As the first Internet brand to open the online and offline channel strategy, Yin man has been baptized by the new retail business for 3 years.

In Cai Ying's words, in the past three years, new problems have been encountered. At the same time, these problems are constantly moving forward. The most difficult part is the pformation of commodity thinking.

"Online thinking is the core of the explosion, is a single thinking, create explosive products; offline thinking is planning and matching thinking, refers to the user after entering the store, how to use the brand of goods to match the style of thinking to increase the unit price.

From this point of view, it is the most difficult to change the thinking of designers and supply chain ends.

Cai Ying explained that the idea of explosive money can not be lost, while exploring the line, the online "plate" should also take into account.

First, efficiency should be fast.

Efficiency includes sales efficiency, data collection efficiency, data processing efficiency and so on.

Based on these factors, in terms of design system, business mode and shopping process, he takes precedence over efficiency.

After three years, Yin man has formed a set of templates, and how many stores will be opened in the future will run under the algorithm.

Second, the user's cognition has accumulated a lot of information on customer orientation and acceptance level, which has more advantages than traditional retail in product innovation and adjustment strategy.

"There are differences in buying scenes between stores and online, but this difference is not a competition relationship, but a complementary relationship.

Online consumers are more price sensitive, and consumers below the line are more focused on experience and quality. Therefore, these two directions are to be studied in depth.

According to these two directions, Yin man will make a distinction between marketing activities and products, and cater to the different habits of consumers in different shopping channels.

Cai Ying said.

Bringing the speed of Internet development to the line may bring more possibilities to the development of enterprises.

According to emann, new retail is an important part of the business layout.

"Electricity supplier + new retail is a process of 1+1 greater than 2".