Fang Jianhua is the Group CEO, INMAN brand founder, its famous clothing brand. Recently, Fang Jianhua received an interview with the knowledge news studio, shared his understanding of the new retail mode.First to say, Fang Jianhua is how to understand the new retail. He believes that the new retail has three key words, that is, integration, experience and efficiency. The essence of online and offline integration, but also focus on consumer product experience, the ultimate goal is to improve retail efficiency.
To improve the retail efficiency, we must first focus on the development of physical stores. Huimei Group's most well-known brand INMAN, is a start from the Internet of cotton and linen women's brand, was the 2013 lynx two day one day women's clothing sales champion. But Fang Jianhua spent a year and a half, in the country opened nearly four hundred physical stores. Why open the store? Fang Jianhua said, because on the one hand, the traffic costs are getting higher and higher, pulled up the cost of online stores, online and offline costs have been basically flat, to a critical point, fight is efficient, to see which channel efficiency high. On the other hand, the online has been a high growth period, the original growth rate can reach 100%, or even 200%, but last year the country's online retail share growth rate is 25.5%, the growth rate is slowing.
So, online and offline under the two channels, which should play the main one? Fang Jianhua that the future line and line sales should be half of the line sales accounted for even more, may be accounted for 60% line, online accounted for 40%. For the garment industry, if not line line integration of this road, will be abandoned by this era.
However, the traditional clothing store there are several drawbacks, will become obstacles to development. First, the traditional clothing brand more use of layers of distribution system, to go through the rate increase. The rate increase may be five to ten times the cost, resulting in a high price. The second is the order system, the distributor only after ordering, the brand can order, that is, you want to give me the money, I can send you the goods, which led to the backlog of inventory, terminal dealers and franchisees pressure Very big. The third is the traditional clothing retail industry is difficult to flexible growth, which is not flexible enough, not in time to sell the goods back to a single. The fourth is the traditional clothing brand members are online and offline fragmentation, can not get through. This is because more franchisees and agents, customer information will not be shared with the brand.
In view of these drawbacks, Fang Jianhua designed a set of easy to use, you can quickly copy the shop model, called "INMAN model", specifically four points. First, the offline store using the form of experience shop, do not need to order and bear the inventory, the store only a kind of clothing and a small amount of cash, so there is no problem of stock surplus. Second, the use of flexible supply chain, which is the use of online sales of data, test which models to sell, ahead of a single, fast replenishment. Like Yemen from orders to clothes shipping, T-shirts generally take 7 to 10 days, shirts and pants need 10 to 15 days in the apparel industry is relatively fast speed. Third, open up the membership mechanism, membership on the line, line can use.
At the same time open up the interests of the distribution mechanism, the customer as long as any experience in the terminal store registered members, then regardless of his last online or online days cat, Taobao, only goods will purchase these shopping platform, he initially registered members of the store can enjoy The same income. Fourth, online and offline with the same price, improve retail efficiency.After finishing the INMAN model, Fang Jianhua also shared the entrepreneurial process stepped on a pit. He opened in 2011, similar to the new retail store, the store set up a person so much touch screen, the customer touch the screen to see clothes, still pay on the touch screen. But at that time the smart phone is not popular, not today's WeChat, Alipay mobile payment, but also binding online banking, but also very convenient, so although also opened a dozen stores, and finally stopped the project. This lesson to his inspiration, is to continue to try, in order to explore a successful business model.
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