On April 10-12, 2018, the 13th Commercial Real Estate Festival, which was hailed as the Oscar Festival of the Commercial Real Estate Industry, opened at the Langham Place Hotel in Nanchang, Guangzhou. Chairman and CEO of Guangzhou Huimei Fashion Group Co., Ltd. and founder of Inman brand Fang Jianhua were invited to attend.
At the meeting, Yinman brand settled in the "Second China Fashion Industry Alliance", Fang Jianhua won the "Retail Excellence Promoter Award" and published the keynote speech "Humei Group's new retail attempt under the consumption upgrade".
Fang Jianhua proposed that in the past, Inman has achieved some small results online, and after more than two years of practice under the online, I believe that the process from zero to one has been achieved.
The following is the content of the speech at the scene:
Dear colleagues, good morning everyone. I want to spend some time sharing the feelings of Inman's development over the past few years.
In the past few years, “new retail†has been very hot. What is “new retail� We have also been thinking and thinking. I have a friend. He has been against Alibaba a few years ago. He didn't do online. He only started doing it last year. He feels that he has missed the online line for 9 years. Now that he is starting a new retail, fortunately he is tightly grasping the core of the new retail and getting the product done.
In 2018, the theme of Inman's theme "Spain", we can see that the color patterns are all original. I think the core nature of new retail, whether it is online or offline, is mainly the product. Over the years, we have been based on making products, no matter what the wind is coming, we will seize the wind, we will have a chance.
Huimei Group started from the OEM design and processing, and branding has always been my dream. Since 2008, Huimei Group has started its own brand road. Later, we started to open a store on Taobao Mall (Tmall predecessor). From 2008 to today, it has been 10 years. Our entire group has a single brand from Inman. Now there are 10 brands, which together form one of the most influential fashion ecosystems.
I think that under the wave of new consumption upgrades, the most important thing is that brands must have their own characteristics.
In the new era, everyone will pay attention to the most important thing as a fashion brand is "new", "new" is the most important thing as a brand, we must grasp "one center, two basic points."
At present, the total number of consumer customers accumulated by Inman has exceeded 10 million.
We believe that Inman's core product design, we believe that Inman product design is based on comfort, for the sake of comfort.
Comfortable. We demand that all products, if you leave the essence of the comfort of the word, no matter how good the design, are determined not to do. I think that comfort is not only reflected in our products, but also in all aspects of service experience, visual experience and shopping experience. Finally, consumers can enjoy the comfort of wearing Inman clothes.
quality. We are also the first Internet brand, able to build our own labs, and spend a lot of effort within the company to build our own labs, ensuring that every piece of fabric in Inman is able to meet the targets before upgrading. It is sent to the inspection department of the country to cooperate with the nationally recognized testing organization.
I always feel that the brand is not divided into online and offline, as long as the brand is a place with consumers, where should our brand be.
In the Internet era, online and offline are now fully integrated into the era of big integration. If we are still talking about whether to do online or do offline, it is out of date. Inman has evolved from a clothing brand into a lifestyle that covers women's wear, shoes, bags, and homes. It extends the way alongside slow life, allowing consumers to buy the right products in Inman. I hope that our consumers will not only buy clothes, but also buy these lifestyles.
At present, we have 500 stores nationwide, and we will open more than 20 stores each month. It has been in more than 170 cities across the country, with experience stores in Beijing, Shanghai, Guangdong, Shenzhen, Wuhan and Chengdu. How to build our new retail system, let me share my thoughts.
Talk about some of my views from four dimensions:
The first is the scene.
First of all, there are three meanings: 1. Inman +, we can extend our category and become a way of life; 2. It is space, I hope to see a feeling of home in the slow living space of Inman; To build a fan's home, the early Inman went to the offline, is to use the heavy fans to open the offline experience store, step by step development.
The second is the boundary.
I think the most important thing in new retail is the three links. The most important thing is that regardless of the consumer online and offline, we all need to have the same product, the same price. In the realization of Inman's new retail, it is necessary to realize three links of “members, goods, and interestsâ€.
The third is efficiency.
I think the core of new retail is efficiency. When you talk about new retail, I think the most important thing is the boundary of efficiency. Let's think about it. Before we managed our members, it was difficult to get the members' data. Now we have the public number, then our brand owners use these tools to manage our users and do our brand communication.
Use some new technology. From the RFID technology we started in 2017, we can gain an insight into the customer experience and quickly count the stores in less than a minute. Management can also use RFID data to manage our products, let us analyze the consumer's shopping path, can analyze which clothes customers try to buy no reason, can improve the customer's shopping experience and improve efficiency.
There is also the flexibility of the supply chain, we know a lot of pain points online. We are now building our new supply chain system to better sell sales.
The fourth is the connection.
Everyone saw the cable going online, from the store staff to our store number to the brand number to the spokesperson, we can effectively link the brand's products and consumers.
Inman's entire social media channel, the entire fan has reached 1 million in one year, the two public numbers can reach 100,000+ readings ranked 10th in the entire clothing brand rankings.
Also community. Nanchang has a heavy fan. He has 4 stores in 2 years. He agrees with Inman's brand philosophy. He can run his store very well. He runs the fans very well and can create some content and activities. Circle the customer.
I believe that it is fundamental to return to the relationship between people, and then do not fear that there is no business to do.
In the past, Inman has achieved some small results online, and after more than two years of practice under the Internet, I believe that the process from zero to one has been achieved. The future is the result from one to N.
The road to new retail is long, as long as our hearts are fresh, as long as our desires are still there, it is not getting harder and harder on the road to new retail, but the road is getting wider and wider.
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