Man: How To Turn Fans Into Bosses?

In 2005, Mr. Fang Jianhua, an old friend of China Fashion Forum and chairman of the China Fashion Forum presidium, decided to make a brand on Taobao and made a successful Internet brand.

Ten years later, many of the clothing brand offline stores were closed, but Fang Jianhua decided to open the store. In July of the same year, he opened the program of "Yin man +" thousand city stores. So far, Fang Jianhua has led to more than 500 stores under the online group.

What are the challenges of this series of decisions?

In 2017, he first participated in the "double eleven" activities under 450 offline stores.

On the day of the activity, a total of $210 million sales were created under the online and offline sectors.

Yes

This achievement is not achieved overnight.

The difficult road of pformation from traditional manufacturing to brand building

In 1998, Fang Jianhua, chairman of the board, was founded.

What the factory mainly does is

Tens of millions of dollars a year.

In 2005, when people did not know what Taobao was and even doubted its authenticity, President Fang Jianhua decided to make online brands on Taobao.

At that time, many people objected, even his wife did not understand him, but he stood up to all odds and fought alone, and broke a day on Taobao.

Made a very successful Internet brand.

Building brand ecosystem

Before 2011, there was only one brand in Hui Mei Group, that is, Yin man.

Since the beginning of that year, we have created new brands such as initial language and left life through capital operation.

For example, Yin man is cotton and linen clothing, the initial language is tide card, living on the left is not duplicable manual, Qiu is facing 20~30 years old young group, samyama is Yoga suit.

It can be said that our brand has covered tens of millions of different pursuits.

The crowd.

Online and offline full channel integration

In 2015, many of the clothing brands' offline stores were closed, and Fang Jianhua's chairman decided to open the store.

Many people believe that an Internet brand at this time node wants to go to the bottom line, it is a dead end.

Chairman Fang Jianhua once again took the lead in the debate. In July of the same year, he launched the "Yin man +" thousand city store plan.

Up to now, we have more than 500 stores under the Internet, creating a fashion ecosystem, namely, brand, talent, supply chain, online and offline all channel integration.

Online, we have formed a strategic partnership with Alibaba, Jingdong, vip.com and other platforms. Online, we have entered the famous shopping malls such as Wanda, Tianhong and Wangfujing, hoping to join hands with real estate business to provide consumers with unprecedented new retail shopping experience.

In fact, the success of the Hui Mei Group has been successful many times. Apart from Chairman Fang Jianhua's courage to innovate and march forward, he also benefits from our three core competencies and two major development models.

Qu Jing, vice president of Hui Mei Group

More efficient service consumers

Design, quality and big data are

Among the three core competencies, design and quality are the ideals we always stick to. Big data is a good regulator.

Design

In Hui Mei, brand positioning is different and design concept is different.

For example, Yin man is "comfort oriented and comfortable". He emphasizes comfort very much. If he is not comfortable, his style is good, he will not be produced again. He lives on the left and is "not replicable". He emphasizes Chinese handwork and persists in our national confidence.

Chairman Fang Jianhua will conduct regular face-to-face interaction with his more than 10 brand designers, and communicate with designers to determine the overall design style.

quality

Our requirements for product quality are very high, and we stick to quality standards from both inside and outside.

Internally, we invested about 5000000 yuan to build a laboratory ourselves. Every fabric before the production is sent to the laboratory for color fastness testing. All the unqualified products are not allowed to be used. For external purposes, we give the jurisdiction of the assessment to the third party, and the third party decides.

Big data

The traditional clothing ordering mode is mainly through the order meeting, and the inventory pressure is mostly on the ordering party.

This pattern is totally out of line with the development of new retail.

Because the essence of new retail is to know where the consumers are, what the consumers are like, and how to serve consumers more efficiently.

However, most orders will start one or two quarters in advance.

For example, it's summer now, and the order will start in autumn and winter. At this point, you don't know what kind of clothes consumers want to buy in the autumn and winter.

How can we clearly draw a consumer portrait?

Hui Mei is an Internet company with lots of big data.

For example, we will have some pre-sale, and we can know whether it is a long skirt or a short skirt that is popular this year, whether it is a shoulder or a sling.

That is to say, we use the data collected in the pre-sale to guide production in the upstream, improve the inventory turnover rate, provide better services for consumers in the lower reaches, and form a deep connection.

This not only reduces the pressure on inventory, but also avoids unnecessary waste.

Create a business platform for fans

There are two ways to develop Hui Mei: the new business platform and the multi brand partnership mechanism.

Yin man + new retail business platform

"Yin man +" thousand city store is to rebuild the traditional business retail mode through fans entrepreneurship, and combine the store, electricity supplier, community and other ways to create a fan community business circle integrating online and offline.

Specifically, the more than 500 stores under the man line are run by local fans. They like the brand of NIM and cotton and linen. They have a certain understanding of Yin man and establish a joint partnership with us through the new retail mode.

Not long ago, the Business School of emann also hopes to embody more fans to help them manage their shops and improve their business efficiency on the road to entrepreneurship.

For example, teach them how to take pictures, share friends circles, and how to run communities.

As of last year, our 450 stores have covered 24 provinces and 162 cities.

In the first quarter of this year, the number of stores has expanded, and the number of stores has exceeded 500.

Multi brand partner mechanism

The growth mechanism of Hui Mei Group's brand group is to provide high-quality resources such as talent and supply chain, to help every brand to take root and germinate. Then these brands will feed the whole supply chain and ecological circle of the whole group, forming a virtuous circle and finally forming a brand group.

In this mode, we have 10 brand partners. They are both entrepreneurs and entrepreneurs, the CEO of their respective brands, the beneficiaries and the stakeholders of our brand assets, and the soul and decision-makers of their respective brands.

On the whole, it is a fashion group rooted in the Internet, gathering original brand, fashion brand, high-end brand and so on.

We hope to evolve from a clothing brand into a lifestyle, and let people calm down, slow down, love literature and art, and create a warm environment by exporting a slow life style of life.

Speaker: Qu Jing, vice president of Hui Mei Group.

Q & A

Fang Jianhua, founder of CEO, Yin man brand

Q: I am a manufacturer of aluminum profiles. It has been 25 years since I started my business in 1993. As the two generation successor in my family, I have a very heavy burden.

In 2017, we launched a new project called aluminum home, replacing aluminum with wood, creating an environmentally friendly lifestyle and creating the core concept of zero formaldehyde family. This is a very challenging thing for myself and the whole team. It is also a very new thing. Today, I would like to ask if there is any good suggestion in this respect.

Fang Jianhua (CEO, founder of EMI group): from my personal point of view, I think a new project or brand depends on how big the boss is.

For example, when I first decided to do electric business, many people did not trust the electricity supplier. They thought it was a college student's play, not a business.

Our executives all objected to me, saying that the boss was crazy, like selling pyramid schemes all day, and even my wife thought I was crazy.

But from the line of performance, from a day of hundreds of yuan to thousands of yuan, then to a few thousand yuan, I feel that the speed of growth is very fast.

So, we must see what others can't see. You are the same now, and see the future.

It should be noted that the old business is a part of keeping the business, which enables the elder of the enterprise to continue to lead it, because the biggest business of the company is the most important source of profits for the enterprise.

The new business requires the determination, courage and confidence of the boss, because the new business is often unprofitable at the beginning and hardly has any position in the enterprise.

At this time, we can do a good job of benchmarking in the form of point to area. First, we should get a place or a store to let the team see hope, which is very important.

In addition to the boss's determination, there should be good positioning.

If you want to create a new category, you should first brand positioning in this new category.

In fact, like the left side of the clothing category is still very popular, the audience is very narrow, but this is also catering to the increasingly personalized pursuit of consumers.

I think there is no problem with your new category. I hope this will enlighten you.

Q: I heard that you invested in a new supply chain factory. The fact is that many factories have nothing to do with brands and users. What I want to ask is, since you are doing new retail, why not invest more money in brands and products instead of factories?

Fang Jianhua: if we are making mobile phones now, if you want to place an order with Foxconn, do you think the other party will take the order?

The same is true for garment factories in the future.

You will see a situation in which the workers in China's clothing industry are becoming more and more difficult to recruit, and the average age of garment workers is more than 40.

Imagine that in another 10 years, these workers are 50 years old, their eyes are old and they are old enough to retire.

At that time, no factories could take orders for clothes, but only to go to Vietnam and other Southeast Asian countries to place orders. This is a very serious problem.

It's still easier to find factories to make clothes now, but as the cost goes up, it will become more and more difficult to find good factories.

In addition, with the accelerated pace of urbanization in China, many factories have closed down.

Because workers can live comfortably in their own homes, there is no need to go out to work. Employment at home will be a trend.

Therefore, our new factory is not located in these cities in Dongguan, but in Jiangxi, Ganzhou and Yudu. It can attract more and better workers through good quality of accommodation, gymnasium, library, coffee shop and so on. This will provide a good price for our future brand development.

For a newly developed brand, it is not necessary to do so. But in the long term development, the most important thing for an enterprise is to understand what others do not understand and see what others can not see. Only in this way, will you be competitive in the future.

Q: Fang Hao, how do you define new retail? After you have opened so many stores, can you sum up what is the biggest core competitiveness of sina?

Fang Jianhua: in fact, retail has always been, there is no difference between old and new. What exactly is new retail? The most important thing is to make use of digitalization.

The original products were not digitalized or photo oriented, and the lines were separated from each other and did not get through.

Now, through the big data system, logistics, experience mode to reshape the offline stores, is the new retail.

Its core essence is to improve the efficiency of business.

To say what the core competitiveness of the company is, I think there are two points.

First, high cost performance.

Online, many products do not have good material and quality, but it is expensive and expensive. This is our advantage, our core competitiveness.

Two is a certain brand tonality.

Many brands have many products of homogeneous style, while Yin man has a unique style, and has the tonality of his own brand online. This is also our core competitiveness.