INMAN Inman Women's Amoy Brand "understood the line to reveal its "thousands of thousands of shops"

“For a garment company, even if it has a market value of 100 billion yuan, it is not enough to open 10,000 physical stores in less than five years, so we will not do everything ourselves.” The reporter saw in Guangzhou. Cai Ying, Vice President of Huimei Group, a subsidiary of Yinma Brand.

In early 2016, “Amoy Brand” Inman announced its entry into the physical store. To achieve the goal of "Thousands of Million Million Stores" by 2020. Cai Ying told reporters that this time Inman decided to build a physical store based on a brand new understanding of physical stores, retail formats, and shop-opening styles. Huimei Group hopes that the Inman brand can create a difference online. The previous format.

“Our 'Cheng Cheng Wan Store' is to establish 10,000 stores together with various partners.” Cai Ying believes that linear growth is a pattern of retail sales in the past, with mobile Internet technology and various offline consumption scenarios. Continuously integrated, Inman has the opportunity to usher in exponential growth. "After reaching the critical point, our two or three thousand partners have hatched two or three thousand new projects themselves."

Online and offline costs are approaching

The first question faced by Yinma Line is that the first question is: how to solve the problem of cost? “E-commerce platform first gathers traffic as much as possible, and then distributes the traffic to every one of the settled shops, but gradually increases with the arrival of shops. The threshold is also squeezed higher and higher.” Cai Ying said that Internet technology has spawned everyone’s pursuit of personalized goods and lifestyles, but overly centralized platform-based e-commerce is a reverse trend. “The personality that we are pursuing now has more people interacting with shopping scenes.”

Cai Ying believes that the traditional department store is not attractive because everything starts with the needs of the department store, irrespective of consumers. “Traditional department stores are equivalent to 'second landlords’. They rent a building for renovation and then make money through this building. It is certain that everything will start from the output. This is why gold jewelry is always on the first floor. But this is The arrangement of the floor will allow some people to never enter the department store any longer,” said Cai Ying. Now that the department store format is tilted toward the consumer side, when there are other choices, consumers will definitely choose to be closer to them. Behavioral shops, traditional practices of retail stores are out of date. “Now young people in Guangzhou still love to go shopping, but they are not attracted by Beijing Road Pedestrian Street, but are MUJI and Eslite Bookstore.”

According to Inman's observation, the online part of the online traffic flow has been gathering too much traffic. The cost of advertising and the cost of getting customers have been rising. Conversely, since the flow of people in offline stores is less concentrated and the development space is larger, the cost is decreasing. “I think the costs of online and offline will gradually approach each other, and the gradual approach of cost means that online no longer has the so-called 'advantage'. The integration between the two is the real trend of the retail industry.”

Inman only controls what he should control

The second doubt about the “Thousands of Millions of Millions Stores” outside the world is, how does Inman come over? How do you not make the final appearance of the brand image? Cai Ying said, “We have accumulated a group of very loyal active users. It means that users who purchase high frequencies only need to continue to do a good job of branding and products; as for how to market, how to interact with consumers, these are given to our partners to do it, and Inman only controls what he should control. According to reports, more than 99% of Inman's "Thousands of Million Stores" plan is an affiliated store run jointly with partners, and Inman is responsible for providing a series of standards, including commodities, prices, and basic service standards. There are more autonomy in the affiliated stores, and Inman itself owns several "standard stores" in Shanghai, Beijing and Chengdu. “The role of a standard shop is simple: set standards, export brands, and tell everyone what Inman should be like.”

In controlling the affiliated stores, Inman ensures the unified management of the image design, product, price and service quality of each store. Cai Ying said that each store must be renovated in accordance with the drawings provided by Inman. After the renovation, it can be operated through the inspection of Inman. Each store must only sell Infineon's products, and every single business must pass. The two-dimensional code scans into Inman's corporate back office, and Inman controls the prices in all stores in real time. The price of each product must be the same as online. In addition, each Inman Affiliate Store will be scored by consumers. After Mann has collected the ratings, he regularly evaluates each store, and there is a possibility that the stores with lower long-term ratings will be eliminated. "Inman is only responsible to our customers, not to the partners. If the performance of the partners can not improve Inman's brand, it will only be out." Even under these relatively strict management conditions, the current Inman's line The profit rate of the next store also exceeds 80%, and 20% of the franchisees have applied for 'second store application'. ”

After complying with these standards, Inman actually hopes that each partner will have its own playing method in brand promotion.

In addition, Inman, whose core business is the production of cotton and linen materials, has a natural demand for physical stores. Cai Ying said: "Inman is a fashion brand, with a strong emphasis on refinement, different styles of women's clothing are very different in design, the processing of every detail can also be ever-changing, such as how to deal with a flower, waist need to receive These problems require repeated communication and interaction between shopkeepers and offline customers, creating strong links with high-frequency customers who enter stores. Based on this article, Inman prefers partners with professional skills in the field of apparel retailing. Cooperation, because Inman hopes that the store's clerk is also a "image design consultant" and "customer relationship maintenance" expert in a professional, and customer service ratings on the store directly affect Inman's assessment of the store.

Decentralization, the online platform is instead a resistance

In Cai Ying’s view, if the Internet technology has spawned the “decentralization” of consumer behavior and culture, then the current “giant” platforms are, on the contrary, an obstacle to “decentralization”. "If such large traffic is concentrated in a handful of home appliance business platforms, online stores are also prone to homogeneity. After all, technically speaking, it is difficult for an online platform to concentrate all traffic. It has now been basically realized; instead, offline stores have become the next hope for 'decentralization' because it is not possible for any real estate developer to take all the advantages." According to Cai Ying’s introduction, the line The next physical store involves many scenes related to localization and individuation. The different consumption habits of different communities and groups of people will produce a variety of operating methods. Offline stores must respond to different consumer behaviors before they are likely to succeed. This will allow offline stores to replace online e-commerce and become the next "battlefield" to continue "decentralization."

Inman believes that O2O is a false proposition. "From the perspective of brand owners, it should not be excessively different between online and offline. One more channel will not cause any harm to brand owners. Instead, it is a good thing, which means that there are countless possibilities. Consumption scenarios; but platform vendors are different, it is almost impossible for platform vendors to reach the same scale both online and offline. Under the premise that the total amount of consumer market will not change for a period of time, more people will go offline and online. Affected.” Cai Ying believes that the business model created by the online “giant” platform is to do everything possible to aggregate traffic and distribute traffic to each of the participating stores to achieve profitability. Therefore, it naturally hopes to “dominant one side”, but this The trend of a decentralized consumer behavior that has been awakened is exactly the opposite. It is not surprising that many businesses are rediscovering the huge significance and opportunities hidden in offline stores.