Yin Man: Restart The "Brand To Sea" And Use Big Data To Achieve Flexible Production.

Inman's takeoff is inseparable from the promotion of "double eleven".

"Yin man will restart the brand to sea, seize the outlet of cross-border electricity supplier."

In Alibaba 2018 "International Autumn and winter"

On the new product conference, Qu Jing, vice president of Guangzhou (Hui Mei fashion group), disclosed the information.

In addition, she said that she will build an intelligent manufacturing industry park and build a big data system to improve the flexibility of production capacity.

1998 Hui Mei garment factory was established

The fate of Ali begins with the international station.

"Our first relationship with the Internet and Alibaba started with Alibaba international station."

Qu Jing said.

In 1998, when the establishment of the Hui Mei garment factory, chairman Fang Jianhua just graduated from University, from Jiangsu to Guangzhou.

In 2005, Mr. Ma came to Guangzhou to conduct the signing conference of Alibaba international station cooperation partners. Fang Jianhua took part in the investment promotion conference and became the first batch of signed B2B representatives.

"After entering the Alibaba international station, our order shows a global trend.

We have processed ODM orders for the United States, Europe, Southeast Asia and so on, and the growth rate has been remarkable. This has laid a foundation for us to globalized the world. This is the beginning of our first fate with Alibaba.

Adhere to the brand dream and create "Yin man" in the financial room.

"With the help of Alibaba international station, our foreign trade business is developing very well, and tens of millions of dollars a year.

But Fang Jianhua has always had a wish that has never been worn out -- making a brand.

Qu Jing introduced that Fang Jianhua wanted to make his own brand and wanted to be a B2C, but the resistance was great. Even his wife objected to "doing a good job in foreign trade. Why should we toss?" but Fang Jianhua took all the blame. In 2008, the factory's Finance Office awarded 1200 square meters of location to do the electricity supplier operation Department, where the birth of the Yin man brand.

"This story also reflects the three spirit of" the spirit of eating crab ".

There is also a spirit of kangaroo's courage, because kangaroo can only jump forward, it can not retreat. "

Growing from big promotion is more important than making money.

The takeoff of Inman is closely related to the promotion of "double eleven".

In 2010, he first took part in the "double eleven".

"We were expecting to sell hundreds of thousands of dollars a day. It was good. I didn't expect to break 6 million 800 thousand in a single day, which is totally beyond our expectations.

We are very happy, but the problem has come: lack of preparation, no delivery, no products, no customer service, no logistics, and a very bad shopping experience for our customers, so our first two eleven did not succeed.

Qu Jing believes that it is not important to earn much money this time. It is important to temper customer service, merchandise and back-end capabilities through this process, laying the foundation for the future double eleven.

In 2013, Yin man became the National Day sales champion for women's wear, and sales reached 165 million yuan on that day.

It reached 210 million yuan in 2017.

Good brand and design can take off without wind.

"People often analyze why the reason why Yin man is successful, why does the Hui Mei succeed? Actually it is very simple. In the past 20 years, we have always done two things: design and quality."

"Everyone says that pigs can fly on the draught, so they do not do anything * and wait for the draught," Qu said.

Have you ever thought that if the draught is gone, you will fall very badly? Only by making the service of the product well, no matter what kind of draught comes, you can fly, even if there is no draught, you can fly very high. This is a concept we uphold.

Hui Mei is very insistent on the design of products. There are more than 10 brands under the group.

Every Yin man's clothes come out with two words "comfortable".

"If a garment is produced, the style is very beautiful and very popular, but wearing it does not make everyone feel very comfortable. We don't produce this kind of clothing. This is a concept we insist very much on."

There is also a high-end brand named "living on the left". The design concept is to convey the essence of Chinese culture to the whole world, and combine Miao embroidery, embroidery, silver ornaments and other crafts that may be lost in China.

In terms of quality, the Group invested 5 million of its own laboratories. Every fabric must be sent to the laboratory for inspection.

After the garments are produced, they will be handed over to the third party professional inspection organizations for testing again, and the unqualified products will not enter the market.

"Next, we will still be there."

In 2018, we invested in the pulsating Intelligent Manufacturing Industrial Park in Yudu, and built a supply chain ecological platform for intelligent manufacturing in fashion industry in order to avoid the quality instability caused by the change of production workers after ten years.

Flexible production through big data

"Now you buy every piece of clothing from IMMAn, and a RFID chip is implanted on the back end trademark. Through this chip, we can get the latest data from consumers, and lead such big data into our company's big data middle platform system, so as to better guide the production of our products."

After realizing his first dream, he started another way to create a dream -- build a shop next to the line.

But unlike the traditional offline apparel companies, he played the idea of "new retail": guided production through accurate big data and increased inventory turnover, achieving 50% first and 50% quick return.

"If it's a T-shirt, we can do 7 days' return, shirts and so on for 10 days. If it's a down jacket, we can do it for about 35 days.

In the future, our goal is to achieve a quick return of 70%.

To achieve this, Yin man set up his own BI, CRM, IOM and Taobao imperial restaurant big data system, through the data flow, to get planning data, production data, warehouse data, payment data, ordering data, consumption data, "through such a big data flow, guided to our data planning, flexible production, intelligent storage, to achieve the online shopping, offline shops and consumers trinity of flexible circulation."

With the support of this data system, the group's line shop has exceeded more than 500 stores and is developing continuously.

Reboot "brand to sea"

Qu Jing said that this year, the United States Group will restart the "brand to sea", the layout of the world.

"We have seen some cases, such as Anker and Shein, which have already harvested the bonus of cross-border electricity providers, so we also hope that we can fly on the draught while we are honing the quality and design.

Now the cross-border electricity supplier is a good outlet. "

"We want to be the world."

Life brand.

Not only to build their own brand, but also to integrate the new retail under the line, so as to carry out a brand's output and carry out a way of life output, this is our ultimate goal of going out to sea.