It Started On Taobao And Now Has Thousands Of Stores.

Perhaps many friends do not know, Yin men dress started at Taobao, through the Internet, Yin man's successful chef signboard, today, the Yin man group chose to open thousands of stores.

In 2014, Oriental TV was broadcast on a fashion show "goddess's new clothes".

The designer designs the clothes in the specified time, then takes the show to the show, and lets the buyer decide whether to buy it by bidding at the moment.

Fang Jianhua, who sits in the position of "gold master", enters the audience's vision with his funny speech style. His leading clothing brand, "yeman", is very generous and occasionally calls the highest price.

This TV program that drew fashion, media and retailers is an important pition in Fang Jianhua's brand pformation.

Prior to this, the main "cotton and linen dress" "Yin man" exists only in a small number of people's mouth.

Fang Jianhua said that most of his customers are women who have a certain experience in life. They dress in a style of not advocating and elegance, and accept low price.

More importantly, they are a group of Taobao users.

In today's heated discussion of traditional clothing brand "how to compete for electricity supplier resources" or "whether the electricity supplier will damage the brand image" and other issues, he has no such concerns: before 2015, Yin man is a pure Internet brand, with only electricity supplier channels.

Starting in July 2015, Yin man opened his first direct store.

In the early April of this year's 2016 China clothing forum, Fang Jianhua, as the representative of the clothing brand started by the electricity supplier, stressed in his speech his "thousand cities and ten thousand stores" plan: he wants to open thousands of stores with direct battalion and joining in the way, in 5 years, this figure may still be tens of thousands.

In many people's eyes, this plan is dangerous and aggressive.

Amoy brand entry line itself has already been at risk.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., said in an interview: "the problem facing the channel of Amoy brand is inertia online thinking, and the conversion rate is a problem.

It is very difficult for the entity store to support the rent and labor cost of the store.

Besides, it has to open so much.

Yin man was born in 2007.

Fang Jianhua, who started in Guangdong in 1998, has finally encountered the bottleneck of the macroeconomic trend after 9 years of foreign trade.

That year, the foreign trade business was depressed, and the traditional foundry factories began to join the supply chain of e-commerce reconstruction.

Fang Jianhua has learned to hang up the company's product map on the B2B business block of Taobao, Taobao mall, to attract global brands.

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There are only two ways to go after the factory that has been stirred up. First, increase the electricity supplier's order, continue to work on the foundry; two, build up the brand and pform the domestic market.

Fang Jianhua was born in costume design. He was tired of following his customers' footsteps without assertion. Although "foreign trade business let us know the characteristics of Europe, Japan and so on, it is a good accumulation process."

The Internet is a much easier entry for Fang Jianhua.

In the early stage of enterprise development, the "forward-looking" in success learning is not so mysterious. It is more about using the resources at hand to realize wishes.

Fang Jianhua said, "doing online is just because" do not know how to do offline, have done too long a foreign trade, do not understand the domestic market. "

Together with Tmall platform has grown all the way to the Amoy brand, not only one of the Yin man, Fang Jianhua across a lot of ridge.

In 2012, he once had a heroic saying: "in 2012, Inman will expand more than 60 self operated stores and more than 60 joint stores with a total of 130 stores in the way of direct camp plus joint venture, and the relevant policies are basically ready."

If the store is a symbol of traditional channels, then in 2012, Yin man did another more traditional thing: it began to walk in Shanghai fashion week.

In contrast, Tang Dafeng, the founder of the rip and silk company, once said: "only by making profits can we open second houses."

The more conservative Han dresses house refused to expand its stores and chose to firmly make a pure broken Internet clothing brand.

Regrettably, Fang Jianhua's brave words and phrases soon went to bed, and Xu Xianling, director of public relations at the time, said shortly after: "our strategy has been adjusted, concentrating on online operation and not mentioning it offline."

4 years ago, in the recent reply to the interface news, Xu Xianling, who is already the vice president of the company, explained that when he abandoned the line, the environment of smart phone and mobile payment was not yet mature, and the business mode of the apparel brand under the line had already become old.

Perhaps it was fast growing on line, but there was no need for him to cross the door of the electricity supplier, but perhaps the online battle was strong enough.

In the past three years, the Amoy brand has been bought by many people, and the women's clothing brand has been sold to La Natsu Bell for seven times, but Yin man has survived. The Guangzhou Hui Mei Group, where it bought, bought another brand named "Chu Yu", and gradually formed a clothing group that now has 12 brands in the left and the initial languages.

In March 2015, the sinogroup group, which had invested in Ali, was awarded the $324 million investment by the parent company of the "frontline" company, which is known as the largest e-commerce financing case in China.

Fang Jianhua is undoubtedly ambitious.

For a retailer's boss, who doesn't want to see his products really in the streets and see consumers coming in, compared to the Internet window that can only be seen but can not be touched, the shop is a "poem and distance" that he has chewed thousands of times.

Now he wants to recite poetry.

Many people are asking what is worth a brand to take risks.

"Offline brands do business", mostly because of the big trend.

And online brand line, I think the original intention is relatively simple: in fact, is looking for new growth points.

Roland Begg, executive director of the consulting firm Ji Xiaoyan, told the interface reporter: "for any enterprise, the growth of endogeneity is more difficult than the growth of ductility.

In short, it is easier to see sales increase if we develop a new channel and make a new brand.

Opening more than 1000 stores, if positioning is not particularly high, will not be particularly tired, but also see the real growth. "

Clothing electricity providers have not done so well.

In 2012, the revenue of Guangzhou Hui Mei Group was 211 million 600 thousand yuan, 590 million yuan and 956 million yuan, respectively. The net profit rate was 9.3%, 5% and 4.1%, declining year by year.

The reason for this situation is very complicated, and the aggravation of the competition is the main reason.

"Now the international brands are online, the original competition may be the competition between the domestic traditional brand and the Internet brand, and now the competition is the competition of the global brand.

This leads to the escalating cost of online diversion, and we have already passed the bonus period.

Fang Jianhua said.

The fight is most tragic at eleven times a year.

In contrast to 2013, 2014 and 2015, Tmall announced the double eleven sales ranking, which is the highest in 2013, fourth in 2014 and ninth in 2015.

Apart from the changes in the brand of electric products such as Korea's clothes house, rink and silkworm, Artka, Japan's fast fashion UNIQLO started its list in 2014, and has been in the first place in a year.

"Now the cost gap between online and offline is not so great. If you want to get a through train online, the price is very high, and the biggest expenditure on line is marketing."

This makes Ji Xiaoyan feel great emotion. "In fact, from the perspective of cost accounting, if we only open one or two stores, the cost of the store will be very high, but if the scale is done, the result is not necessarily."

It is not difficult to explain the plan of thousands of stores by Yin man. On the contrary, if La Natsu Bell used the brand of high frequency store strategy, he could achieve "zero investment in marketing" in the past business.

This is also closely related to consumers' increasing sense.

Immature customers are easily influenced by advertisements, while mature customers know the difference between Taobao's picture and upper body.

Stores are still so, pure electricity providers are more difficult to solve the problem of experience.

Plus in China's clothing market, which is as high as 2 trillion, the offline market actually occupies 70% of the market share, with only about 25% of the online market.

"The scale of the line is sooner or later than the line."

Fang Jianhua firmly believes this.

And in 2 trillion of the total market, actually not only women's clothing, sportswear, men's wear, children's clothing and other categories, there are too many things worth deep ploughing in this market.

Looking back at the inn of EMMAN, in Yantai, Shandong, a private experience shop has begun to greet guests. It not only has women's clothing, but also sells children's clothing, home, accessories, etc., which is very different from the previous brand.

The store model of the concept of "cotton and linen living circle" is the most popular way of life nowadays.

There are two points worth considering in this strategy: "lifestyle" and "three or four line market".

First of all, the "lifestyle" has already been rotten. Some stores think that setting up a book and setting up a coffee shop is a way of life.

However, where the core competitiveness is, it needs to be considered by Yin man.

Ji Xiaoyan believes that the sincere Bookstore known as the "experiential business model" in Taiwan is losing money all the year round, and the MUJI products that people are competing to imitate actually relies on the strong product quality and high recognition design to hit the middle class.

"The pain of customers is not hard to catch, but there are tens of thousands of comments on the electricity supplier. How can you make up for this defect under the line?

For example, customers are tired of shopping with their clothes. Can you help him send things home?

A little discount, from 12% off to 10 percent off, no one cares, save money to become freight, or store nearby distribution, this is not a whimsical thing, can IMMAn do it?

This does not have any technical barriers, depends on the executive power.

Ji Xiaoyan said.

However, even these Passport launched MUJI products failed.

Because distribution also involves logistics and inventory problems.

In the ten major propositions of the clothing industry released by Roland Begg, the study has mentioned that once the brand has gone through the way of "more money and more quantity", and the business demand has not reached the international level, it is easy to cause the inventory risk, and if the amount is small, the early product planning and market research are the key.

There is no doubt that the store is a meticulous job.

Moreover, whether the three or four line market that Yin man favors is whether out of confidence in "product" and "brand positioning".

In fact, the attraction of offline stores is also attractive to retailers because it is already easy to find a commercial real estate near the door, and the possibility of random consumption is great.

H&M, Zara, UNIQLO and other brands, because the price is not high, the style update is fast, but instead become an alternative in the shops not making money, in the first tier cities can still please the younger generation.

Pan Ning, CEO of Greater China in UNIQLO, said in an interview: "there are more than 100 shops in the 316 stores in the mainland market in China, which are concentrated in four cities in the north and Guangzhou. The future is sure to penetrate into two or three or even four tier cities."

Emann can also be a fast fashion in China.

Ji Xiaoyan said: "if we have confidence in products, we can make a first-line market.

UNIQLO from the first line to the four line to eat, Zara to the three line, but can not go down.

As long as the store is beautiful and consumers feel good, the store is hopeful. "

However, the reason is clear, I am afraid that this life is not good enough.

Now, Fang Jianhua's store plan contains all kinds of fashionable concepts.

Yin man has to do the same price on line and line, the goods keep updated 15 days, and zero inventory.

Finally, he will also focus on the layout of the red resources and fans economy this year. "We hope that net red will not sell only, but instead become the founder of real brand. I hope to win them into the Hui Mei Group, and we will support their brand.

In addition, we also support more than 50% of the heavy fans to start their own business, the shop area requirements are not so large, this mode can be copied.

These strategies are not hard to understand: online and offline boundaries are becoming increasingly blurred. Today, the popular brands that have eaten the market are constantly being eaten up, and no one can find the best solution.

This month, according to plan,

They will queue up for the gem, and the expansion of stores may help EMMAN to get a higher valuation when launching the listing.

Fang Jianhua mentioned the stock option incentive plan. He did not mind that his shares were diluted. "You can see any great enterprise, and the ownership is relatively dispersed, which basically shows the future of the company."

Here, he listed the platform that he has been living for many years -- an example of Alibaba.

Every game player is in an endless stream, but there are too many people who want to make rules.