Inman Takes The Strategy Of "Not Aggressive", And Entrepreneurship Is A Temperate Intellectual Game.

Less than P, online shopping is coming - closely followed by the "crazy growth" of the original brand of the Internet.

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"P" 5 years ago, Guangzhou based new cotton and linen dress brand "Yin man" decided to enter Tmall.

5 years later, in the first quarter of the year, Yin man had achieved a 1 hundred million sales scale, an increase of 6.6 times compared with the same period in 2012.

This year's overall performance is expected to soar to 1 billion yuan.

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< p > "after the fire of Yin man, there are 140 shops on the banner of" cotton and linen dress "on Tmall. They even copy the models of the model. The two young plaits are young men and women.

Fang Jianhua, founder and chairman of Yin man, told reporters in Nandu that Internet marketing is only a representation, but the spirit of "slow life" hedging "fast pace" can not be plagiarized.

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< p > < strong > > a href= "//www.sjfzxm.com/news/index_c.asp" > network marketing < /a > is just the representation "/strong > /p".

In November 11, 2012, P sold 70 million yuan in a day, ranking the top three in Tmall women's wear.

The customer price is about 300 yuan, and the contribution rate of the old customers is more than 51%.

But in the eyes of Fang Jianhua, founder and chairman of Inman, more than 3 billion sales in 2012 were barely passed. Starting this year, he will take one or two days a month to deliver packages to customers in person.

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< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > Inman > /a > mainly do loose money. Formerly jeans were not sold well and seldom developed.

After sending the parcel to the customer face to face contact, I found that many members of the client also like to wear jeans, and not because of the bad performance of the jeans, but the distortion of the pictures.

This gives us great inspiration.

Fang Jianhua said, now, all employees of the company have sent one or two days' parcel home, which has become a company's system.

Naturally, the team will find out the characteristic prototype of the customer.

For example, occupational income and body hobbies, we can deeply understand their work and living environment as reference factors for our design and development.

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When P did this, he got help from Tmall, Dangdang and other online shopping platforms.

Fang Jianhua said frankly, Tmall will open the CR M system to Yin man. This user database is huge, but the information is relatively simple.

The C R M data provided by Dangdang, besides the history of Yin man's order, also has the paction records of the users buying books in Dangdang.

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< p > "if this member frequently buys parenting and pregnancy books, it is easy to infer that this is a quasi mother. We will formulate corresponding marketing plan accordingly. If this member often uses" Juhuasuan ", we will push her below 200 yuan or product discount.

Fang Jianhua said that Internet marketing is just a representation. The real power of yemann is to reinvent the whole brand supply chain system with Internet technology. The turnover rate of yemann reached 3-5 times / year, while the turnover rate of traditional clothing brand was about 1-3 times / year.

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< p > < strong > slow life hedging fast rhythm < /strong > < /p >

In the first quarter of this year, P achieved a 1 hundred million sales scale, an increase of 6.6 times compared with the same period in 2012.

Overall performance is expected to soar to $1 billion over the year.

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< p > "this figure is certainly not to beat the head to think out, but according to the consumption side's selection test, combined with CR M data analysis, and closely calculated how many people will buy new clothing products, how many people buy Yin men cotton and hemp peripheral products, will also know when the business of Neman is the most popular, ahead of time prepare the undyed cotton and linen" embryo cloth ", efficient production.

Fang Jianhua said, in addition to selling things also called "cotton and linen women's clothing", Yin man's practice and Tmall's 140 cotton and hemp shops completely different.

Many Tmall shops imitate IMMAn, but they can only copy "shape" instead of "God".

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< p > < strong > "not aggressive" strategy < /strong > < /p >

In 2008, China's a href= "//www.sjfzxm.com/news/index_c.asp" > women's wear market < /a > was almost monopolized by European and American wind and Korean version of P.

Tmall's main consumer group is a 18~22 year old young man. The target audience of EMMAN is a group of 25 years of age with a real age of 30.

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"P >" at that time, many people said I was a madman, saying how Tmall bought cotton and linen clothes.

Indeed, when we invested in advertising very little, 100 thousand of advertising input, we only sold 10 thousand pieces of things.

We sold millions of goods in 2008, sold about 7000000 in 2009, and tens of millions in 2010.

In the past three years, Yin man has lost 23 million, and this is the only thing I know. "

Fang Jianhua said that the real rapid growth of Yin man started in 2011, when the company outsourced the factory, and the logistics was pformed from "self run" to "management outsourcing", concentrating on brand.

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< p > because of the brand positioning unchanged, Yin man quickly accumulated a stable customer base. Now its membership customers have exceeded 7 million.

In contrast, other "Amoy brands", cotton and linen do not do well Korean clothes, Korean clothing competition is fierce to do children's clothing, change to change, visitors are gone.

There are also some Taobao sellers, the shop has a bit of traffic on the more than 10 brands, perhaps the owner of the shop itself can not clear these more than 10 brands, and later "grow up" is naturally reasonable.

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< p > "in the final analysis, entrepreneurship is a sobering intellectual game."

Fang Jianhua said that they only added a bit of accessories to the category in 2012, and later they had a small number of shoes and Bao Bao.

Now it seems that the strategy of "not aggressive" is right, like "exception". It does not have the expansion of the great leap forward in the whole country, but sticks to its own brand style and original design.

"But at that time, it was temptations."

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< p > < strong > [Third Party comment] < /strong > < /p >

< p > < strong > Huang Qinglong (flaunt planning consultant CEO, fashion Freeman) < /strong > /p >

< p > the electricity supplier's performance is the surface layer, and the future direction is still not clear. Once the tax system is perfected, the rent on the line may be higher than that under the line.

Once the online brand is bigger, there will be a large number of fake imitation products, which will affect the brand reputation.

If you make a brand online, you can invest in other categories. Just like those of Zara, you have the right to bargain, and when the time is ripe, you can expand the store. It is also good for maintaining the brand and coping with the uncertainty of the future.

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