South Korean Clothing House Pure Line Makes Brand Service Provider, Yin Man Creates Scene Consumption Circle Fans.

even if Clothes & Accessories brand Also began to consciously manage the fans economy. "Now fans pay more attention to the consumption of scenes, so we have to create a high-quality experience and suitable consumption scenarios for fans." Internet apparel brand Inman Fang Jianhua, the chairman and CEO of the parent company Hui Mei Group, told reporters.

In July 30th, Yin man's first direct store in Guangzhou, "Yin man +", officially entered the Plaza, and moved towards the full channel mode of electricity supplier + shop business + micro business. Reporters learned that the exchange group recently submitted to the SFC a gem listing application. And on the day before July 29th, the Korean clothing brand, which was also born on the Alibaba Taobao and Tmall platform, announced that it officially received the listing letter of the new three board listing, and it would visit the capital market. Besides, the brand names of the Internet clothing brands and the same window period for grabbing the brand appeared, but the two companies went out of two different ways.

Yin man creates scenes fans of consumption circles

As the first direct store in Guangzhou market, Yin man has played the "sentiment card" of Guangzhou's life culture besides the literature and art. In the shop, there are many decorative displays of the Guangzhou characteristic dim sum, and a self acting corner modeled on the scene of Guangzhou tea house is also set up. "On the day of the opening of July 30th, we gave the Guangzhou special food prawn dumplings and the model key buckles which were steamed in hot cakes. We arranged the rest area at the scene, and the bubble tea served the customers free of charge." The clerk told reporters to the south.

However, reporters from the scene of the situation, at present, the flow of stores is relatively small, around two o'clock in the afternoon, half a clock came in about ten customers. Store decoration is dominated by fresh pastoral style. A robot was placed at the door of the shop. With the scene, both hands introduced the history and origin of the history of the store. The screen on the chest played the corresponding video. In addition to selling clothes for adults and children, there are accessories such as hats, scarves, necklaces, cups, dishes, photo frames and other daily necessities.

Reporters found that Yin man adopted the online and offline parity strategy. For example, the 2016 autumn style single breasted jacket is sold for 388 yuan in Tmall flagship store and physical store. The 2016 summer dress new pure cotton fresh printed short sleeve T-shirt is sold at 109 yuan in Tmall flagship store and physical store. In addition, there are no shops in the shop, such as photo frames, which are 18 yuan, 28 yuan, 38 yuan, and 18 yuan or 28 yuan for potted plants. And buy potted plants to send potted plants. The only difference between now and online is that the shop has initial sales promotions, and the price is slightly favorable.

Fang Jianhua told reporters in the south that Guangdong is one of the important gathering places for fans of Yin man, accounting for 11%. "I hope that Yin man can become Guangzhou classic time-honored brand and the most fashionable cultural brand." Fang Jianhua said. To this end, more interactive elements are taken into account. Yin man to the south are reporters, in addition to robots and self timer corner, the experience shop also set up a mirror with RFID identification function, the advantages of online shopping to make up for the lack of offline experience. As long as the clothes appear in the scope of the mirror, the magic mirror can display the attributes of the item, including model diagram, collocation map, detail map, color code, stock and so on. This can not be achieved in traditional clothing stores.

Han Du home pure line as brand service provider

"For most of the bag consumption, offline continues to move online, this is an irreversible trend." Hu Jindong, deputy general manager of South Korea's electrical home business group, told reporters that South Korea has no physical stores and is still on the pure line mode, and has found a business model that can continue to develop online. That is to establish a two level ecosystem based on the industry at the level of Alibaba and so on. By providing integrated operation services, it will continuously improve the online operation efficiency of the brand in the ecosystem.

According to the public information, there are more than 30 brands in Han's clothing house, including women's clothing, men's wear, children's wear, middle and old age and outdoor.

Hu Jindong admitted to reporters in the south, "as a pure online brand, if we fight another two lines, on the one hand, we will compete for the online market with the constantly attacking offline brands. On the one hand, we will enter the continuous shrinking market and compete in the fierce competition, so that we can get rid of the long board with our short board."

According to Hu's Near East reporter, the future will be developed in two directions: one is to make "big clothes", that is, men's and women's clothing, and shoes, home textiles, home and so on. The two is to make eco brand. Besides private brand and joint venture brand, it will extend to the brand of red man and incubate brand.

Capital reserves before winter comes

However, the life of the clothing market is not good, and two companies with different paths are facing pressure from operation. An independent critic of shoes and clothing, Ma Gang, pointed out that at present, the whole garment industry is not able to operate under the same line, and online traffic bottlenecks are also encountered. Traffic is getting more and more expensive. The two companies choose to go public at this time point, and they can get enough food and grass in the real cold winter.

Hui Mei Group prospectus shows that in the past 2013-2015 years, the revenue of Sini group was 590 million yuan, 950 million yuan and 1 billion 140 million yuan respectively. At the same time, profits also declined year by year while the net profit of the group was 33 million 300 thousand yuan, 31 million 900 thousand yuan and 15 million 810 thousand yuan respectively.

Han Du Yi house is also a similar situation. Business income increased from 831 million yuan in 2014 to 1 billion 259 million yuan in 2015. However, it lost money in 2014.

Back to Yin man, in fact, Guangzhou's "Yin man +" experience shop is only part of the layout under the line. Nandu reporters learned that in July last year, Yin man launched the O2O strategy of "Yin man +" thousands of City stores. According to the plan of Yin man, we will set up 10000 offline stores in 1000 cities across the country in 5 years to create a "fan community". Among them, the first tier cities are directly battalion and cooperate with large department stores; the 234 tier cities will be open to join. By the end of 2015, 163 contracts had been signed in "Yin man + thousand city stores", of which 101 had been opened.

"Offline store competitors are physical retailers, but there are fixed trading areas and pedestrian flows. To some extent, traffic costs may be lower." Ma Gang said.