Women'S Clothing Brand Has Opened 1 Stores This Year To Enter The High-End Shopping Center.

Sales in all channels are getting more and more popular.

Highly respected, Fang Jianhua, founder of emann, said that since the test of water entering the offline channel in March 2015, Yin man has 200 outlets in the country, of which the first tier cities are mainly self operated, and the two or three tier cities are mainly franchising, and the franchisees account for more than 90%.

Fang Jianhua's assistant revealed that in 2016, Yin man had to open 10000 stores, and the 10000 stores mainly took the form of franchise. All stores directly had no hierarchical relationship with Yin man.

"The two front lines enter the line, one is to carry out the plan of thousands of cities in the city of two or three lines, the other is to enter the new world department stores and the top grade shopping center of Yintai (special reading) in the first tier cities."

Fang Jianhua: Chairman and CEO of Hui Mei fashion group Limited by Share Ltd, founder of Yin man brand.

In the late 90s of last century, he went down to Guangzhou and worked in factories for ODM.

In 2007, Fang Jianhua founded the women's clothing brand "Yin man", won the 2013 double 11 National Women's clothing sales champion.

In addition, in 2016, the original brand and the left life of the parent company of Yin men's company will follow closely the footsteps of Yin man and open an independent direct shop in the new world department store and Yin Taihe's shopping mall.

"The number of shops under the line has not been announced for the time being, and it should not be too much."

Fang Jianhua judged that future online and offline integration is an irreversible trend.

"For the Internet clothing brand, there will be no future in the next 35 years.

For offline traditional chain brands, Internet is facing the biggest challenges, but elephants are hard to turn around, sooner or later, they will be eliminated.

Earlier, the reporter learned from Inman that he joined the shop owner to choose a shop location and hire people to pay rent and water and electricity charges. Inman was responsible for the soft fitting of the shops, and at the same time sent samples to the shops. The consumers picked clothes in the shop, they could buy them directly, or they could be delivered on the Inman line to wait for the express delivery service.

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

In Fang Jianhua's eyes, future

There will be four characteristics.

First, retail business will be a combination of physical stores + electricity providers + community micro businesses; the two is to shift from operating products to operating fans, from heavy mode to light mode; three is to return to the essence of business and product essence, word-of-mouth is priceless; four, the company's management structure from a large team to a small team of special military vertical structure.

Statistics show that Yin man has been established for 7 years, and is an original design brand with "cotton and flax artists" as its orientation. Sales in 2012 were 3 hundred million, and sales in 2013 reached 760 million yuan. In 2015, double eleven Yin men realized 160 million sales volume.

The following is a question and answer from reporter and founder of Fang Jianhua.

Reporter: what new trends are there in the industry?

Fang Jianhua: online and offline integration is an irreversible trend, you see Jingdong shares Yonghui supermarket, Ali holding Yintai, Dangdang in the national line shop, Amazon is also under the layout line.

So, Yin man also launched a thousand city store mode.

Reconstruction of traditional commercial retail under the line, a commercial retail revolution will soon be killed.

Reporter: in terms of business philosophy, what is the biggest achievement of CEO in 2015? Fang Jianhua: product is 1, marketing and service are 0 plus processes.

Losing a product is a brand without a root and a soul.

Reporter: what is the most painful understanding of 2015?

Fang Jianhua: platform fight, brand suffers.

The business rule I believe is normal and healthy. Business without profit is a hooligan.

Reporter: recommend a company that you appreciate (except your own company).

Fang Jianhua: Tesla represents a subversive product innovation.

Reporter: look at what business model is bad.

Fang Jianhua: the biggest challenge is the traditional chain brand under the line.

Elephants are hard to turn around. Sooner or later, they are eliminated.

Reporter: describe the future retail appearance in your mind.

Fang Jianhua: 1, the future commercial retail is

+ e-commerce + community micro business, a combination of several business ecosystems.

2, change to the operation of fans' assets, from light to light; 3, return to the essence of business and the essence of products, consumers' eyes are bright and word-of-mouth is priceless.

4, change from heavy mode to light mode, and the vertical management structure of special forces of large force teams and small teams.