Fang Jianhua Talks About Sensitive Topics In Double 11

　　 Sensitive issues in double 11

Interviewer: how many nights did you sleep in order to make a double 11?

　　 Fang Jian Hua Only when I did not sleep that night, I slept more often than before. The team was also in three shifts, and no one stayed up late. This year, all the work of Yin man has been prepared to the utmost, so the whole team is very relaxed.

　　 Reporter: Double 11 day, what time are you most excited?

Fang Jianhua: there are three exciting points. One is the time of selling billion, and the two is rushing to first, third. It is the initial entry into Top10. Indeed, when the first language entered the top ten, I felt happy that I won the championship, which means that I really entered a special brand stage.

　　 Reporter: though Inman Winning the championship, but the difference between final sales figures and stocking figures is huge. Why does this happen?

Fang Jianhua: there are three reasons. One is because the weather is too hot. This time, there are more products in the winter, but the conversion rate of double 11 is higher. The two reason is that the traffic volume has not reached the expected level. I expect that the number of people entering the shop is at least 6 million 800 thousand, which is only 5 million 140 thousand in fact. Three, because customers are becoming more rational now, impulse spending is decreasing.

　　 Reporter: stocking 450 million, and finally selling 120 million, what is it going to do to deal with inventory?

Fang Jianhua: of the 4.5 billion, 70 million are fabrics, and distribution is about 10000000. Finally, there are more than 200 million stocks left behind. This is what I care most about after the double 11. The stock left behind will not be cleared in a large scale. We are now in contact with all platforms, selling products normally, and selling them continuously until next year. In addition, the whole Taobao also has related supporting activities. Overall, although there is pressure, the difficulty of handling is not too high.

　　 Reporter: sold 120 million, the remaining more than 200 million, do you think the value?

Fang Jianhua: it must be worth it. Last year, second, this year is the champion, which plays a great role in the spread of Yin man's brand. In addition, last year, 11 of new customers bought 39.49% of the new customers, and 210 thousand of new customers this year.

　 Reporter: this double 11 Yin man marketing has been commended. How much advertising fee have you invested in it? Finally, whether the double 11 is losing money or making money?

Fang Jianhua: probably invested 10 million and 70% in Amoy, and the rest of the flowers were in Dongfang TV, dove games and braid contest. From the point of view of profitability, Inman double 11 has maintained a healthy level and is unable to disclose specific data for the time being.

　　 Reporter: what are the most discussed issues in double 11 preparations? What unexpected difficulties did it appear during the period?

Fang Jianhua: the first thing to discuss is commodities, followed by marketing, and the most important point is on services. Last year, we finished double 11, and the store score dropped more severely (4.7 points). This year we have to make sure that it is above 4.8 points. To this end, we have made great efforts in products, distribution and customer service.

In terms of distribution, we used Tantong and Shen Tong last year. This year, 60% of packages are EMS, and Tantong and rhyme are only a small part. Finally, Tantong and rhyme still burst.

In terms of customer service, last year, 300 Wangwang customer service was obviously insufficient, this year increased to 500, in addition to the new call center 120 customer service. These new customer service are all students, and do not increase our cost.

　 Reporter: double plate 11, what experience can be left for next year?

Fang Jianhua: To sum up the question of double 11, whether we should go through four links and achieve one after another in the next 11 years? Offline advertising The increase will be due to the fact that the brand has no relationship with sales volume. The product will be more distinctive and highlight the advantages of product design.

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　　 Yin man usher in the biggest turning point in history

　 Reporter: some Amoy brands have gone down, who will be the next down?

Fang Jianhua: no characteristic products can not go down.

　　 Reporter: the character of Yin man is cotton leprosy, which is the 20% space in the woman's wardrobe. In the past, there were few fresh shops and small fans, and Yin man could outshine others. Now that many competitors are in the market, it shows that the market is not big enough.

Fang Jianhua: in 2014, we launched a high-end cotton and flax brand named "living on the left". We plan to go online in March and sell the whole network. The price of the summer wear is 290~1099 yuan (the price is limited to a small number of products, most of which are middle and high-end prices). In fact, we have experimented for a year at the flagman store, and the sales of high-end products are very good. So I think it will be officially launched next year. In the future, Yin man will also take a variety of categories and multi brand routes around slow life, such as women's bags, women's shoes and accessories.

　　 Annual sales of emann

Reporter: who is the think-tank of decision making for you who grew up?

Fang Jianhua: the board of directors is my think tank, not only the people inside the Yin man, but also the outside experts. This is a mysterious team.

　 Reporter: what is the most important thing that emann did in 2013?

Fang Jianhua: in 2013, Yin man put forward the principle of "employee first and customer second". Over the past year, we have found that the idea of focusing on employee first is right, because employees are people who really care about customer experience, and whether identification with company values are most important. For this reason, Yin man has opened many projects, for example, let employees participate in sending express, so that they can directly contact customers.

　　 Reporter: so in 2013, your main energy was spent on management?

Fang Jianhua: No, my main energy is in the future planning of the whole company and the direction of brand development.

By the end of 2013, the brand development stage of Yin man has come to a turning point. How can he improve himself after 1 billion of annual sales? I have shared with you before. Now I can tell you that he will also consider buying the brand under the line. I have been looking for the traditional brands which are not well done by the electricity supplier, go straight battalion mode, and have annual sales of one hundred million or two hundred million, but haven't found the right ones yet, they are still looking for them.

　 Reporter: what is the value of the brand under the takeover line to Yin man?

Fang Jianhua: I think that between 2015 and 2018, a big brand will surely go to the bottom line. This road does not go well in one or two years, so there will be some twists ahead. The biggest value of the brand under the purchase line is that it can complement each other with the channel and style of Yin man, and will definitely merge in the future online and offline. Now the energy is limited, and the acquisition will speed up.

　 Reporter: this double 11 mobile phone terminal performance is exceptionally good, the order proportion accounts for 14.7%. In the future, how do you plan the layout of the mobile phone? Will the next brand of O2O buy heavily?

Fang Jianhua: compared with last year, the number of orders for 11 cell phone terminals increased five times, mainly due to the large number of old customers. I predict that whoever controls the cell phone will find a new blue ocean in the future. This year, there are five or six people in the mobile phone team. In 2014, the mobile phone team of Yin man should be expanded to be an independent App. WeChat should undertake the management of the service, after sale and old customers of the major platforms. Looking at O2O now, there is no big wave yet.

　 Reporter: from selling to Amoy brands, and then to the largest brand of cotton and flax wear, Yin man has gone through 5 years. In 2014, as you mentioned before, Yin man has come to a turning point. How do you define the 2014 man?

Fang Jianhua: 2014 is a burst year for group companies. It is a year towards collectivization operation. It is a year from "cotton and hemp life" to "slow life". This year is crucial for EMMAN, and it is another starting point.