Crazy Shop 500, What Did New Retail Bring To Yin Man?

When the bonus of the electricity supplier is booming, a lot of Taobao stars have sprung up.

Emann is one of them.

In the same period, the Amoy brands with Han men and Han Du Yi house, split silk and so on.

Once upon a time, Amoy brands were hot.

Yin man and Han Du both have submitted their prospectus to the witness to fight for the first brand of Amoy brand.

Nowadays, the brand name of the Amoy brand has been passed by the success of the electricity supplier bonus.

After entering the new battleground for competition, the brand of that year's enthusiasm has become dim. This phenomenon is particularly evident in clothing.

In view of the disappearance of the electricity supplier dividends, the cost of online acquisition is high, and the dim Amoy brand has begun to pform to new retail.

In recent days, Yin man's pformation has attracted much attention.

In recent years, he has been expanding shop under the crazy line.

At present, more than 500 outlets have been opened in the next store, which are located in 172 cities throughout the country.

In addition, he also said that in the next 5 years, the growth of line business will be more obvious, and it is expected to reach 3 billion.

The determination and action of the store under the crazy expansion line is evident.

But can new retail pformation really bring "second spring" to EMMAN?

Online traffic reaches the top.

Let's first take a look at what kind of brand the Taobao star used to be.

To speak of it, Yin man was founded in 2008.

Since its establishment, it has always advocated the elegance and simplicity, individuality and not publicizing style of clothing design. It highly values the healthy and comfortable life that is close to nature and return to nature under the original ecological theme, and is committed to becoming the "world's China's cotton and hemp life brand".

Such clothing positioning is also consistent with the pursuit of many consumers.

In fact, like many former Taobao stars, he has had a good time.

In 2011, Yin man won the top ten top 30 Internet dealers in the world.

During the double eleven period in 2013, the sales volume of Yin men's clothing brand was the first in the whole network.

In addition, Yin man is three consecutive years in Tmall mall women's clothing brand TOP5 and Amoy brand women's clothing Top3, firmly Taobao first original cotton and hemp women's clothing brand.

With the original design of "cotton and flax artist", Yin man enjoyed the reputation of Internet and became the most representative retail brand.

However, such a good situation has not long been long, online traffic is facing a bottleneck period, the cost of passenger is rising, and the electricity supplier is becoming more and more difficult.

Amman's Amoy brand will not lose its past glory.

At that time, Inman realized that online traffic had been unable to return to the sky.

Fang Jianhua, chairman of Yin Mei Group's sinemi group and founder of Yin man brand, once said, "today's retail situation forces us to no longer focus on the performance of the electricity supplier."

So he decided to "go out".

Yin man pioneered the first store of clothing brand, and adjusted the rudder for two years in the shop.

In the double eleven of 2017, "Yin Tao" came out of the list of Tmall women's brand sales TOP10.

At the same time, sales of the Internet have declined in varying degrees.

Interestingly, though it has dropped out of the charts, Yin Mei's parent company, Mei Mei Group, has handed in a pcript of 210 million yuan in total sales.

Accounting, in 2017, in the eleven matches, the overall performance of Inman has increased by 25% over the past two years.

Obviously, Yin man's success was successful.

However, compared with the brilliant achievements of the electricity supplier era, this man's "clean out" performance is nothing.

After the success of "man Tao", he launched a storm in the industry under the brand extension line.

At that time, all the Koreas, rip, silk, aka, green box, seven grid and so on were swept to the tide of "out of the Tao".

Anyway, "Tao Tao" once again confirms that the era of Amman's Amoy brand is over.

It just doesn't last long.

Soon after the online retailing clothing brand came out, the concept of new retail came out again.

The retail sector has begun to prepare for the first battle of the new retail market and win the first favor of the market.

Yin man is natural and quick.

Just like the opening paragraph, Yin man has embarked on the expansion of offline stores.

Emann has also opened the new retail chapter, but the so-called new retail "second spring" is not yet known.

Although the new retail is full of vigor and vitality, the "second spring" is still early.

In fact, if only in theory, Yin man for the new retail early decision.

According to Yin man's plan, in 2019, the new retail of Yin man will build a perfect and efficient platform for Emin to export standardized mode and operation method. Combined with its own big data and system, it can win more professional franchisees in the field of clothing.

It seems that Yin man is very clear about what kind of new retail he wants to pform.

But ideals are always plentiful, and reality is often very skinny.

Although new retail is threatening, it is impossible to say that it can bring "second spring" to Inman.

In other words, in the pformation of new retail business, Yin man is facing many problems.

First of all, Yin man lacks the experience of offline mode operation, and the expansion speed of offline stores is too fast.

It is understood that in July 2015, Yin man formally put forward the plan of "1000 cities and ten thousand stores" and planned to open 10000 stores in 2020.

This means that in the next 5 years, it needs to open 2000 stores a year.

In contrast, the clothing brand Taiping bird, which has gone through 20 years, has only 4279 stores.

The expansion of the private stores is too fast.

However, even though he has gained considerable strength after harvesting online bonuses for many years, the independent survival of Taobao Tmall has made him lose a large platform and traffic protection at once.

In addition, Yin man has long been entrenched in the online, online operation experience and offline operation experience is different.

The two can not be used for reference.

In the absence of experience, the continued expansion of the number of stores will only make the loss bigger and bigger.

Secondly, it will inevitably lead to inventory stagnation.

This understanding is very simple, after "out of the Tao" after the loss of traffic protection, offline stores and because of lack of experience can not fill up the flow, so many clothes can not sell, naturally leads to hoarding goods can not sell.

For clothing industry, inventory problem is a taboo.

There are two specific aspects.

On the one hand, a lot of manpower and material costs are spent on the production of clothing, clothing can not be sold out of the current, funds can not flow, can not generate profits for enterprises, but also firmly put the capital already invested by enterprises.

On the other hand, clothing is no more than other commodities, and the change of seasons and the trend of consumption will make outdated clothes that have been produced before and become outdated.

And when clothing is out of date, even if the discount is very large, few people ask for it.

Finally, the clothing industry is not alone, and the competition in the market is very cruel.

In the current clothing market, there are some famous brands such as Zara, H&M, UNIQLO, and so on. After that, there are Korean brands such as clothes houses, cracks and silks.

These brands, homologous with Yin man, are bound to face Adam on the road of new retail.

At that time, the Internet clothing enterprises strong relative, must not make a lot of money to burn the action.

Although clothing is a rigid demand, no matter how the industry changes, there is still a steady demand in the market, but there are too many enterprises that make clothes.

Under the expansion of new business, the new retail business can not be achieved overnight.

Successful pformation of new retail needs a process.

And it seems that the behavior of Madman's current expansion is taking longer.

Admittedly, the new retail industry is an inevitable trend in the retail industry, and the clothing industry is no exception.

As Fang Jianhua, founder of Prudential man, once said, "Internet brand, there is no future in the next five years."

The so-called "offline", in fact, is the pformation of new retail.

However, the process of new retail pformation is not smooth sailing, and there will still be many problems.

No matter how new retail, we can not forget this: product quality and strength.

Although the new retail business faces many problems, it is a good omen.

This shows that Yin man is in an upward stage, and obstacles in the process of ascension are unavoidable.

However, as an Internet apparel company, we need to bear in mind two points in order to successfully pform the new retail business.

On the one hand, Yin man should maintain the right pace, and the expansion of stores should be slowed down appropriately.

Yin man should be a typical model store and be replicated after the operation is relatively mature.

When making a model store, we should refer to the clothing brand that has already done very well.

Most importantly, the development line is not to abandon the line, but to open up the online and offline lines, drain the online traffic to the line, and pmit the offline traffic to the line to achieve the flow sharing under the online and offline.

On the other hand, no matter what stage of new retail development, Yin man must insist on providing consumers with the core of quality products.

Whether online or store, we should continue to focus on product quality and customer experience.

In other words, Yin man should continue to focus on the shaping of brand connotation and consumer experience, and insist on choosing the best, healthily, natural and comfortable cotton and linen as fabrics. Since then, the essence of Chinese traditional culture, such as Jiangnan Water Village, traditional Chinese painting, ink painting, printing and so on, has been designed as clothing elements, so that the consumer groups can experience the world's brand of "slow life".

In general, the apparel industry has always been the core strength for the brand to withstand the test of the market, regardless of its quality, design sense and cost performance.

In the long run, Yin man can not ignore the clothing itself while developing the whole channel, because the quality of the product is the key to the continuation of the brand vitality.