What Is The Development Of New Retail On Line?

Let's look at a picture first.

Through this picture, we can clearly see that with the change of the consumption situation and the development of the platform, the "brand", which has grown up by Taobao, has been scoured in the tide of traditional brand entry and overseas brands.

In this case, what is the way out for the Amoy brand? As a famous Amoy brand, Yin man provides us a way to explore.

From online to offline, Fang Jianhua thinks that walking with two legs is the direction of future development.

The following words are integrated from Fang Jianhua's numerous public speeches.

(Abridged)

The most important thing for China's e-commerce is to improve business efficiency by using the Internet.

It is not simply commodity and channel that means new retail, and Internet plus Internet to enhance the business efficiency of all walks of life.

What did new retail actually do to EMMAN?

Realizing flexible supply chain

Inman has been operating offline for two years, and has used the Internet to realize the flexible supply chain. Now we have achieved the 5:5 ratio.

Traditional clothing enterprises rely mainly on order system and franchisee, but if garment enterprises are still ordering this mode, pferring the risk of inventory to franchisees, I think it is not reliable and not long lasting.

Yin man is using the Internet to achieve the first single ratio, to achieve 50%.

That is to say, I will sell 2 million this season.

My first 50% and 50% are quick return orders based on online and offline data to drive our flexible supply chain.

In the next two years, I think the proportion of the first order should be controlled to 30%, and the proportion of the return should be 70%.

Realizing self deployment of stores

At present, more than 400 stores under the line can achieve efficient allocations, with about 200 stores in each store.

Under such a shallow inventory, to ensure that a store is enough to sell, we must realize that all stores in the country can be allocated quickly, and the goods between each store can be pferred, reducing the stock of stores and the inventories of brands, and supporting the larger sales with the lowest inventory.

Application of RFID

Now we see that international brands are in use, and there are not many domestic clothing brands using RFID.

The original supplier delivery to the warehouse, need a piece of scanning, so low efficiency, after installation of RFID, cross channel machine is OK, so RFID technology saves goods inventory time;

In addition, it can be achieved for the number of consumers trying on clothes, and why the conversion rate is not high after customers try on clothes.

Under line mode

We have built a unique model of private store opening to restructure the traditional retail store business.

First of all, all of our experience shops do not need to shop orders, only sample clothes and a small number of different sizes of stock. After buying a certain size, the customers can immediately manifest them in the system of Yin man, then the system will automatically replenish the goods, and the franchisees can also pick up the goods.

In this way, the owner of the franchisee can only set up the experiential store of 1/3, and solve the inventory problem.

Second, we should use flexible supply chain to make quick returns.

Third, Yin man developed a whole network access member system, able to grasp all users' information and orders.

Members who register online at the next store (whichever is the initial registration store) will also be able to share revenue if they buy on Tmall platforms, which is about half of the line service charge, 10% to 15%.

Moreover, our online and offline products are all the same price, which realizes the consistency of interests on line and offline, and bundles the interests of the brand with the interests of the franchisee of the experiential shop. The store will be more active in developing new members.

The essence of this reconstruction is to improve business efficiency, improve retail efficiency and improve consumption experience.

This is the reason why we launch mass shops at this stage.

Yin man's exploration provides a new way of thinking for the future of Amoy brand, and also makes a new attempt to the prospect of new retail.

Its original intention, just like Fang Jianhua said, "the future is not a traditional big name, whether to do online or not, and whether online businesses should do offline. I think that online and offline is like a person's two legs. If we only have one leg on the line, walking will not be fast after all. If only one leg under the line is going, it will not be able to go fast.

Only two legs on the line can run faster and farther. "