Women'S Clothing, Brand, Sub Line And Offline.

INMAN, founded in 2008 by Fang Jianhua, chairman of Guangzhou Humei Garments Co., Ltd., is the fastest growing and most representative online retailer in China. Yin man advocates the elegance and conciseness, individuality and no publicity style of clothing design. He advocates the healthy and comfortable life that is close to nature and returns to nature under the original ecological theme, and pursues the realm of dress with the unity of heaven and man.

Fang Jianhua, founder of emann, said in a speech that the brand was offline and offline.

Fang Jianhua explained what kind of thinking was under the line of Yin man's layout. First, with the rapid development of the Internet, the whole channel has entered the age of convergence. "There is a clothing brand that really started in Tmall since last year, and their home has thousands of stores in the country. Last year, they rushed into category TOP10, because they have a foundation on the line, so they can support it to run online."

Second, in the era of brand facing consumers, you have to comply with the new pricing logic. Over the past few years, luxury brands have come to the online market, and there is a traditional brand with high rate of pricing. But because they have to go through layers of agents, their high rate pricing is hard to sell on the Internet, far from the price accepted by consumers.

Third, if Yin man and the traditional brand do the same, and still go the original pure selling mode, it must be a dead end. EMMAN is now laying down a single store community online. Fans economy 。

Fang Jianhua said that the nature of online and offline is the same. Only by doing well can we get good location and resources. In Guangzhou, Shenzhen and 234 tier cities, there is a line of experiential shops under the line.

After attracting a customer, the flagman store can buy Women's clothing and other products. Emann will create a way of life that can effectively improve our UV value. " Fang Jianhua bluntly said that Yin man adopted a multi category, multi store layout strategy, which can make the brand more comprehensive exposure and enhance brand value.

Fang Jianhua said frankly, the layout of many categories allows brands to get more customers with single products. As of this year, Yin man has covered shoes, women's clothing, bags, shoes, children's wear, home, underwear and furniture. So many categories are connected to a slow life circle.

He also encouraged fans to shop. The original brand online and offline are mutually game, but the interests of the online and offline businesses are shared, and the same price is exactly the same. EMMAN online shop to take Zero inventory Mode, while traditional retail mode is a mode of hoarding goods.

Yin man has won a group of young fans, and the traditional shop operators will only sell the goods to meet the standard of the man. Because the mode of thousands of stores in the city has strong social attributes, the owner must have the ability to run the community, and the next line is the combination of traditional stores, e-commerce and the community.

Fang Jianhua also pointed out that the community is always changing. "For example, in a county town, a person sends our clothes to a circle of friends, passing ten, ten to 100, which can achieve extraordinary results. Therefore, the Internet brand will open up online and offline, so that brand awareness will be doubled. The development cost will not decline, but the number will increase, and the cost will naturally drop.

Fang Jianhua believes that others may not be optimistic about, perhaps the opportunity. "Now Big international card They are all on the net to get gold, and people are closing the shop under the line. Do you still go to the shop, will it be successful? When the rent is still rising, do you rent it, but when everyone else can't afford to rent it, the rent is down. When no one is watching the line, you can think of a new mode to try, and your business may break through.