Inman's founder Fang Jianhua delivered his annual opinion at the China Fashion Congress: Data redefines fashion brands

With the rapid rise of the smart retail wave and the deepening of new technology applications, the apparel industry has also ushered in unprecedented challenges and opportunities. On October 18, 2018, the "2018 China Fashion Conference", hosted by the China Garment Association and known as the wisdom feast of China's fashion apparel industry and the trend vane, was held in Shengze, Wujiang.

The theme of the conference is “Collaborative Innovation, Green Development”, and invites leading fashion brand companies, clothing entrepreneurs of listed companies and other giant companies and representative entrepreneurs to share their values ​​from the four aspects of quality, synergy, data and ecology. And operational experience. Huimei Group Chairman and CEO, Inman brand founder Fang Jianhua was invited to be the opening guest of this fashion conference, and published an annual view on "Ecology: Empowerment Brand Operation": Data redefines fashion brands!

In Fang Jianhua's view, “100% of fashion brands that are not driven by data thinking have to be eliminated!” When talking about the role of data in the brand, he put forward five clear viewpoints, combined with Huimei’s practice of data thinking. And lost, for the fashion industry to put forward their own forward-looking views.

"Designers who don't look at the data will eventually be driven off by the boss."

"Design" is the soul of a clothing brand.

But usually, designers will focus on creative design, ignoring the focus on consumer data and operations, leading to a disconnect between design and consumer markets, and consumers not buying it.

Fang Jianhua believes that fashion designers can not be reduced to "masters of the sky", but to enter the ordinary people from the altar; to pay attention to user portrait data, pay attention to the product's smooth sales. To this day, Fang Jianhua still maintains a habit of not insisting on less than 10,000 customer reviews per week. This has also affected many designers and colleagues within the company.

Taking the Inman brand as an example, after analyzing the data of the whole network, the designers found that 90% of the customers in the Inman evaluation would mention the words “cotton and linen” and “comfortable”, but nowadays, cotton and hemp materials Clothing is the best choice for many consumers. Therefore, Inman has always insisted on making cotton and linen products. Last year, more than 6 million pieces of clothing were sold.

In 2018, the Inman brand also upgraded the brand philosophy to “comfort-based, comfortable for life”, combining consumer needs and feedback to better serve consumers.

“Don’t ask about the supply chain management of the data, it’s draining your cash flow”

Apparel practitioners are well aware of the terrible difficulties brought by inventory. Many clothing brands are out of control due to supply chain management, a large number of expansion categories, blind production and futures, resulting in cash flow breaks, and ultimately die in inventory.

The Huimei Group makes full use of the "new retail" data thinking to sell production. Guide production through accurate big data, increase inventory turnover and reduce inventory risk.

In the supply chain relationship of Huimei Group, it independently developed an IOM management system, which covers all aspects of commodity development management, production management, material management, quality inspection management, and financial cost management. Not only through information sharing, but also effectively interoperate with the supply chain, form a consensus on supply chain collaboration, and meet the flexible needs of the sales department for “quick return”, guarantee the timely delivery of goods, and greatly improve the supply chain. Work efficiency.

With the help of big data, supply chain management has undoubtedly become the core competitiveness of Huimei Group, strengthening the company's leading position in the industry. At present, the single Inman brand has achieved the ratio of the first order and the return order of 5:5. "In the future, our goal is to achieve 70% quick return," Fang Jianhua said.

But Fang Jianhua does not stop there. As early as 2013, he had already observed the next 5-10 years, which is the golden time of China's supply chain. After a lapse of four years, his expectation was officially announced. At the end of 2017, Huimei Group announced a strategic investment in the construction of a pulsed intelligent manufacturing supply chain in Jiangxi Yudu. In less than a year, this strategic layout has been initially put into operation. .

Fang Jianhua has set aside 5 to 8 years of sufficient time for the creation of this strategic project, and holds the expectation of creating the Inman brand.

"The terminal sales that do not understand the data are the manufacturing inventory crisis."

Clothing emphasizes the customer experience, and terminal sales are particularly important in this segment. Knowing the use of data terminal sales, in fact, is to master the sales initiative - turn passive into active, accurately capture and analyze the sales trend of each product in each sales terminal, thus achieving rapid iteration of products, reducing inventory backlog, reducing Cost of sales, controlling the risk of possible slow sales in the early stages of germination.

According to the person in charge of the Huimei Information Center, the Inman team will use the sales data and inventory ERP system data to make sales forecasts every week, and analyze the number of returned products for hot products. At the same time, they will also analyze consumer's purchasing preferences, behavioral characteristics and potential needs based on various types of consumer information, through different regions of consumption data, and promote product and service innovation while promoting sales accuracy.

This ability to analyze and predict explosive, prosperous, flat, and stagnant data and commodity life cycle data also makes Inman's production response capability in terminal sales very fast. This has played a vital role in the rapid coverage of Inman new retail outlets in major cities across the country.

“Do not rely on the data brand to launch, it is to float the money”

Brand promotion is essential to build brand influence. A brand's delivery decision can often directly affect the brand's delivery effect.

So, how do you make every penny of advertising costs meaningful and valuable?

Fang Jianhua believes: "A person in charge of advertising fees, if you do not know how to rely on data, analyze customer habits and real-time hotspots, it will be very terrible." Consumers' consumer ideology is constantly changing and changing, now living on WeChat, The social e-commerce of small platforms is already in full swing. If we are only guarding an acre of three-point land, we will not make a variety of placement strategies and channel layouts. When the fire burns to the butt, you will run late.

“Where there are consumers, where is the brand to cover?” This is Fang Jianhua’s strategy for brand launch and direction adjustment. Therefore, when the public was on fire, Inman opened his own public number and built a shopping mall on the Inman line. When the community was on fire, Inman launched the community operation of the offline store, which has been established more than now. More than 500 communities with regional needles.

Nowadays, when they are aware of the interest of consumers, they are beginning to shift to short video fields such as vibrato and micro-vision. They are also trying to work on short video fields, expecting to use new channel carriers and popular content creation to seize consumption. A new window of the stream.

"Build a data-based organization to win the battle for the future"

Not only in the sales side, the entire architecture of the Huimei Group is also managed by data thinking.

In Fang Jianhua's view, people are the core value assets of an enterprise; and the key value of this is to serve the business efficiency of the entire enterprise organization.

But the reality that must be faced is that people-driven organizations will become increasingly inefficient. Therefore, Huimei has laid out an internal informationization and data system system earlier. The sustainability of this organizational system depends on human ability, and at the same time it can be distinguished from human ability and will not hang on a certain individual.

Fang Jianhua reviewed Huimei for 20 years and sincerely expressed his feelings: Huimei, a company that has arrived today, is inseparable from the establishment of our data-based organization. We invest no less than 10 million in the information sector every year, and this investment is increasing in proportion to the increase in sales.

“I am now at 11:00 every morning and at night, as long as I use a mobile phone, I can basically grasp the flow and health of people, goods and money within the company, and make decisions and deployment based on these data streams. Colleagues also rely on this system every day to make new adjustments to advertising, merchandising strategies, and operational planning, and to promote the realization of our monthly and annual goals. If we stay in the past, we will approve and practice Kung Fu on a pile of paper. It must not be long-lasting," he said.

All in all, as a company that emphasizes data, Huimei Group is not dependent on the product design from the source, from the supply chain to the terminal sales, or the new retail business expansion and the internal organizational structure. Open the support and guidance of “data”.

“Data-based organization” was defined by Fang Jianhua as the core competitiveness of Huimei Group. In the future, Huimei will continue to strengthen its data integration analysis capabilities and continue to empower new retail strategies. As mentioned at the beginning, “no data thinking” 100% of the clothing brands driven are to be eliminated.” Obviously, this is by no means an alarmist.

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