The "Test" Ended, The Clothing Business Brand Encountered Bottlenecks, And Yin Man Early To Make Good Countermeasures.

But in contrast to the "double 11" score, in January this year, -10 increased sales by 22%. This year is the tenth year of Tmall's "double 11" development. What does EMMAN feel after the ten big exam?

"Touch" is more temperature.

Two years ago, the "double 11", Hui Mei fashion group's brilliant performance. In November 11, 2017, the brand entered the billion club, with a daily sales of 160 million yuan. It is noteworthy that more than 450 stores under the brand line are also involved in the "double 11" Carnival: Offline sales increased by 60% over the same period in 2016, and the number of purchases increased by 95% and the number of sales doubled. It can be said that compared with the competing brands that were then in the same race line, Yin man's vision was obviously longer, and he saw the bottleneck period of the development of e-commerce brand.

"In the early years, many Internet brands have made great progress relying on Tmall, but in addition to the online stock market, the offline incremental customer group is also a treasure to be exploited. This is also an important factor that started the project of "thousand city stores". Fang Jianhua said in an interview with reporters. He has said that the Internet brand will not have a future in the next five years. The brand should follow the pace of consumers and enhance the user's awareness and loyalty to the brand through a good offline experience.

"Double 11" is no longer an online brand Carnival alone. Look at the list of apparel sales. Well-known brands with well-known consumers are listed on the list. Before they have a solid traditional brand, they are eager to make a trial. Some of the Internet brands that have been developed early have left behind, and the other part is hard to support. "For yemann, our current strategy is" walking online and offline, "and our focus is no longer limited to the online, offline is also our main battlefield. Fang Jianhua said: "The offline market still has great potential. "

From the big environment, the total number of Internet users has stabilized, and the overall traffic growth has slowed down. Alibaba and Jingdong giants have expanded the offline market. Fang Jianhua believes that clothing is an interactive product that requires consumers to experience deeply. It is an important support for people's pursuit of lifestyle. Physical commerce can provide consumers with experience, sense of space and trust. This advantage can not be compared to online. Even if the visual propaganda picture is again emotional, "seeing" is far less than "touching".

For enterprises, the breakthrough point of the new retail business under the man line is also the strategy of "fan operation", which has built the private flow of the brand. Social e-commerce has replaced the trading platform. The brand should make good use of the rules and characteristics of the common platform of consumers, repeatedly contact and close with buyers, plan to become fans of their own flow pools, provide them with diversified and personalized goods and services, and eventually turn them into sales. And the core of "fan operation" is product.

Today, "double 11" is no longer a "shopping half off" sale Festival. Consumers pay more attention to quality and supply relations have changed. Brands need to provide fans with the needed products. The trend of spoiled powder encourages Yin man to calm down to make products, serve the growing consumption demand, and promote the development of the brand to high quality.

New portrait of fans

Fang Jianhua introduced that the fans of Yin man were relatively young. Most of their fans were teachers, doctors and writers and artists. They focused on the quality of life and paid more attention to the small details such as clothing color and edition.

From the perspective of market effect, Yin man fans agree very much with brand style. They approve the brand's environmental, natural and comfortable design concept. They have higher demand for service experience and stronger perception ability, and physical stores can meet their needs well. In addition, thanks to the good fans' operation under the line, Yin man has established a very good link with customers. The loyalty of consumers to brands has been greatly improved, and the number of repurchases has been relatively high, and they are very willing to participate in community activities and personal service provided by stores. Through offline channels, Yin man contacts with consumers' real feedback rather than relying on big data to guess their emotions.

First set a "small target".

For the future direction of reform, Fang Jianhua set a "small target" for the coming 2020. The group's businesses achieved a minimum growth of 30%.

To achieve this goal, we should make the brand "thick" and consolidate the supply chain capability on the basis of investment in the construction of pulse intelligent manufacturing industrial park. At the same time, we should focus on quality suppliers and strengthen internal management, such as simplifying the internal system and financial payment process. Using the contract mode of electronic order contract to improve work efficiency; At the same time, it will also optimize the production process, such as the implementation of non sense labels, to provide customers with more comfortable wearing experience.

For 11 years, he has been thinking about how to make cotton and hemp smell of a new era. This year is the 70th anniversary of the founding of the People's Republic of China, as well as the 85th anniversary commemoration of the long march of the Central Red Army. Inman combines the theme of the Long March, through the understanding and inheritance of the "Red Long March", with the symbol symbol of the long march as the design blueprint, inviting 10 outstanding Chinese designers to participate in the design and release of the "new Long March and re start" series of costumes.