South Korean Clothing House Does Not Make The Line, Yin Man Contrarian Opens The Shop

The same is the women's clothing brand coming out of Tmall. Zhao Yingguang, the founder of Han Du Yi house, once revealed that he was determined not to open the shop, but Fang Jianhua, founder of Yin man, said that he had to open 1000 outlets in 2016.

Also came out of Tmall.

Zhao Yingguang, the founder of Han Du Yi house, once revealed that he was determined not to open the shop, but Fang Jianhua, founder of Yin man, said that he had to open 1000 outlets in 2016.

What is the reason behind these differences?

"Lao Zhao (referring to Zhao Yingguang) said firmly not to open the line shop, my view is just contrary to him, I think the Internet clothing brand within 35 years will not open line shop certainly no future."

In the press conference on the cross-border cooperation between Yin man and the new world, Fang Jianhua looked cheerful and full of energy.

Just a year ago, Fang Jianhua had already felt that the brand of the electricity supplier was about to usher in a big shuffle. He even felt a bit anxious. This feeling was the first time he had tasted it when he entered the business circle.

After all, when the domestic and foreign brands have been vigorously launched into the Internet, the original brands of the Internet are starting to slide out of the spotlight of the electricity supplier more or less, no matter who is looking for the next export.

However, for entrepreneurs, seemingly difficult times, it is to consider things from another angle.

People around Fang Jianhua say that since the second half of 2015, Fang Jianhua's office has moved from the 2 floor to the 5 floor, because it is more convenient for him to take the helm of the four or five tier new department.

"New business units include O2O and new brands. Most of his energy began in the second half of last year, and this year he changed very much."

In the vicinity of Shanghai new world Paris spring store, Fang Jianhua said in a dialogue that Yin man and the new world groped out the cooperation mode of "Ingman + department store" to reconstruct the retail industry under the line.

The attitude of open shop has been very conservative. Why is he confident that he will open 1000 stores next year?

Three reasons for opening a shop against the potential

In this regard, a meeting, billion state power network asked Fang Jianhua three questions.

First, why is it so radical in this time point?

Fang Jianhua believes that now everyone thinks that the offline business is shrinking. In fact, the cost of entering the line is the lowest at this time, and the cost of setting up shop in three or four line cities is even lower than that of online stores.

Although online growth is fast, 80% of apparel retailing is completed online, and the offline market is huge and helps to enhance user experience and brand image.

"Yinman double eleven silver Thai shop sales in clothing brand ranked second, Paris spring line shop only opened for more than a month, the performance will achieve three of the front floor ladies clothing, prove that yinman + mode can go through."

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Two, what are the new ideas of these 1000 stores?

Fang Jianhua said that these 1000 stores mainly take the form of alliance, and all stores directly have no hierarchical relationship to Yin man.

"Shopkeepers choose to open their own shops and hire people, pay rent and water and electricity charges. The man is responsible for the store's soft clothes. At the same time, they only send samples to the shops, and consumers choose clothes in the store, which can be bought directly or can be delivered on the private line and waiting for express delivery."

However, it is necessary for the shopkeeper to deliver a deposit of 8~15 000 yuan according to the number of outlets in the store. After two years of cooperation, it can be retrieved from yemann.

Because every item of clothing in the store has a unique two-dimensional code, consumers can see the effect of clothing matching when they scan the code. At the same time, Inman also knows which store the consumer came from.

In the future, he will share with other shopkeepers online consumer data nearby.

So, Fang Jianhua said that three different things can be done: first, there are too many channels of traditional retail, and O2O's mode is directly facing consumers and playing the fans community economy.

Two is the traditional franchisee needs a lot of pressure, and the line of the man's line only stores samples.

Three, it is a way of life that is sold by the men's line store. Consumers can buy everything they see in the store, including clothes hangers, sofa and wardrobe, and even bring the decoration style home.

The third question is, how to break the reason why Zhao Yingguang did not open the shop?

Zhao Yingguang once said that if a brand on the line can achieve one billion, even if it reaches the ceiling, the brand that sells over 10 billion yuan next year is not uncommon.

Nevertheless, there are two main reasons why the Korean clothing house does not go to the line. One is that they do not have genes under the line, and the two is that the input-output ratio under the line is not as good as that on the line.

Speaking of this, Fang Jianhua replied with a smile that he often had no experience but could make new ideas.

"When I was doing traditional ODM, I didn't have an e-commerce gene.

We have drawn some people in the team of emann, and have also recruited some experienced people with rich experience. I think this is our opportunity.

Where is the risk of rapid advancement?

According to the Yin man side, the conversion rate of double eleven product pages on Tmall flagship store line is about 6%, while the conversion rate of Shanghai flagship store after one month's trial is 65%, and the rate of repeat purchase is over 15%.

"Tmall flagship store has an average daily traffic of about 400 thousand. How much volume will be increased if the number of thousands of stores is added to the line?" Fang Jianhua made a beautiful abacus.

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But is his plan unassailable?

From emann know, the consumer is here

Only 20% of people choose to distribute their products online, while others are willing to wait a few days to pick up their stores.

That is to say, there are still a large number of people who are willing to pay for the goods on hand. If the owner does not hoard the goods, it will definitely affect the business.

And, 1000 stores a year, and how many stores can actually make money?

"We also know that there will be imperfections, but the practice results from March to October have given us a lot of confidence. 50% of the more than 70 stores have applied for two stores. For example, a shopkeeper in Shantou has a very clear intention to open the shop. The first five or six people are the reserve cadres who will open stores again in the future."

According to Yin man's side, the store with good performance can sell about 400000 a month, and the 1000 stores in the future are bound to win the fittest.

According to a senior apparel retailer, even though he did not do so, he had nearly 8~15 guarantees for two years and lost some soft clothing and several clothes.

For Fang Jianhua, part of the risk of the Inman thousand store project is scattered to shopkeepers.

It is precisely because of this that strict selection and management of shopkeepers is especially important for EMMAN, or thousands of stores will eventually grow.

Fang Jianhua told the billion state power network that joining the store owner must be a fan of EMMAN and a strong sense of identity and style.

The second must have the spirit of entrepreneurship and accept the systematic training of Yin man.

In order to win over the shopkeeper, the new customers of the shopkeeper will benefit from any consumption in any channel.

It has been learned that many traditional brands also wanted to push consumers to the physical store experience, and then complete payment on line. However, they didn't support the store because they didn't support it.

"We share the same price on line and offline, and the management backstage is also open to the new world. They will know how much we sell and how much water we need to buy.

02O is the traditional retail + e-commerce + micro business mode. As a leading brand of the parent company, Yin man will create a new path of innovation so that other sub brands can follow up.

Fang Jianhua said that the way in which O2O's interests are evenly distributed has been praised by all sides.

Listing is getting closer?

The cooperation between emann and the new world is so close. Will there be capital cooperation in the future?

Fang Jianhua said.

In a closed door communication of Internet brand managers, a senior electric dealer familiar with Fang Jianhua once compared Fang Jianhua's difference from other Internet brand founders.

"The old side is better at capital operation than others, and the initial and follow-up management of the merger is in place. It does not exclude that it will continue to go to the market with capital operation."

Asked Fang Jianhua about this, he said that the listing needed to be approved by the SFC, and internal preparations had been made.

The 1000 stores planned in 2016 are part of the pformation of the Yin man channel, but are continuously improving the user experience.

In addition, Fang Jian Hua is still most concerned about the building of the sub brands. In September alone, 4 brands were added through acquisitions, investment and incubation.

As of press release, there are a total of 13 sub brands on the line of the sinemam group.

In addition to the high-end women's clothing brand "living on the left" annual sales of 100 million, it is estimated that this year will also produce three hundred million sub brands, for example, the tide of women's clothing sales in pass will reach about 150 million.

"Selling 100 eggs to 1 people or selling 100 eggs to 100 people?" the result is different.

After 2015, Fang Jianhua was more concerned about the diversity and integration of channels, as well as the healthy establishment of the brand Legion.

In his eyes, this whole channel of the amphibious warfare has just begun.