The "Rich" Brand Entrusted With Heavy Responsibilities

At first, this is

After a total of nearly 20 million sales have been accumulated in the product line, a sub series named "only product", Fang Jianhua decided to rearrange the series and become independent.

。

Around the "non replicable manual" and accurate crowd portrait, Lin stressed that the idea of living in the left side of the operation and

All of them are distinguished from brands such as Inman.

Another way to enhance brand image is to advocate a lifestyle that pfers user attention from price and design to brand narrative.

Large red and white visual impact, the quality of silk, ramie mainly, long skirts, fringes and layers of stacked wear, with the Oriental face models appear in T stage, a distinct sense of design.

After a year on the line, left for the first show in Shanghai fashion week, 200 fans came to the scene at their own expense.

In March 2014, living on the left as the three sub brand of the Hui Mei Group, it was said that the initial investment of the brand exceeded 10 million.

This "rich two generation" brand development experience is concerned by the industry: in 2015, sales exceeded 70 million, accounting for 6.29% of the total sales volume of Hui Mei, ranked third in the 14 brands of Hui Mei, and 138 in Tmall women's clothing.

Behind the "rich support", there are still 700 to 1000 yuan high price per unit price and 37.5% repeat purchase rate.

Following the founding of Fang Jianhua and founder of the company, the founder of sinumi group has given high hopes to live in the "no performance requirement" and take the high-end brand line.

It attempts to subvert the image of the girl wearing plain cotton and linen in the eyes of consumers, and carries a higher brand mission.

In fact, sub brand cluster is one of the most important strategies for Amoy brands to occupy market share.

At present, Han Du Yi house has 31 sub brands. The Hui Mei Group has 14 sub brands, and there are more than 13 figures.

Can the subbrands born with golden spoons become the next trump card for the Amoy brands?

The "rich" brand entrusted with heavy responsibilities

Living on the left is born in emann.

At first, this is a sub series named "only product" in the product line of Fang Jianhua. After accumulative contribution of nearly 20 million sales volume, he decided to rearrange the series and create an independent brand.

"At that time, I was most honest about the idea that people have a stereotyped impression on the Amoy brand - cheap, I want to be a high-end brand, and its price is even higher than that of the traditional brand, so I want to see if I will succeed."

Fang Jianhua admitted to reporters.

The chief executive officer, sunny LAN, who lives on the left, was originally responsible for the research of emann's members. She also felt the change of user needs in the data.

In the prospectus of Hui Mei Group, as of 2015, a total of 8 million person data samples were collected.

By analyzing the data of target group attributes, lifestyle and fashion trend, a group of consumers with higher age and higher consumption level surfaced.

This has also become an original user living on the left.

For the Hui Mei Group, its flag has already contained 14 sub brands, of which Yin man and Chu language are the two main brands, while the initial language is regarded as a dark horse. The development momentum is swift and violent, ranking eighth for Tmall women's wear.

According to the prospectus, the brand of hatchery means a deep excavation to the group of potential customers, and different brands correspond to different age groups.

Living on the left belongs to the high-end cotton and flax brand. With the increase of the income and taste of the main brand customers of the "Inman" brand, it fills and extends the persistence of the customer group to cotton and hemp products.

In short, living on the left continues the cotton and linen style of Yin man and improves the product and brand positioning.

At the beginning of the line, Fang Jianhua set the principle of "three not doing" for the left side of the company, "no advertising, no sales pursuit, no compromise with the market".

In addition, the group managed by partnership mode and shared the purchasing, supply chain, IT, warehousing and logistics systems of the group, and set up separate departments for design and operation.

This allows the left in the early days of birth to have certain supply chain bargaining power, R & D design capabilities and channel operation capabilities, laying a solid foundation for brand building.

Using crowd to drive similar crowd

When Qing Lan explored the demands of the group, the portrait of the people living on the left became clear: This is a group of women whose age is 30-45 years old, and their work and life are relatively independent.

Having a certain consumption ability and pursuing quality, the cost of obtaining customers is relatively high, but corresponding corresponding high fidelity.

The theme of the first phase of the product is "the mystery of arrival". Before the line is launched, it has been promoting the precise crowd through the existing channels.

"Our designers are chatting with them everyday in the customer group, talking about dressing and dressing up. The company's female colleagues recommend themselves as models and speak for themselves."

Fang Jianhua recalls.

{page_break}

In order to lock the crowd up more accurately, sunny LAN tried to attract people living in the crowd, and found the target consumers who live on the left side, together with the brand founder Lin Qi co filming the first phase of the product.

"We try to tell our customers at the beginning of the launch of the product what people will buy to live on the left side."

Fine LAN introduces, this group of people has jewelry designer, HR director of large company, cosmetics brand founder and so on.

At first, two slogans were born in this brand positioning: "please come to the left please come near me" and "can not be copied manually".

The former pursues sensibility, while the latter emphasizes quality and design.

In the end, Fang Jianhua decided to set the latter.

Around the "non replicable manual" and accurate crowd portrait, Lin Qi emphasizes that the operation ideas and product development on the left are different from the brands such as Inman.

For example, most of the products left on the left are priced over 1000 yuan, but the price multiplying rate is about 3 times.

At the same time, such pricing mode will continue, except for double 11 and other large-scale platform activities, and refuse to damage the promotion of the price system.

Based on such a positioning, the selling method is limited, with custom-made and limited amount as the core, combined with the pre-sale.

For example, the price of a skirt is 1999, only fifty goods are sold, and the goods are sold without replenishment.

The advance sale is usually 15 to 20 days, and the longest pre-sale is 2 months.

In this way, the first day of sale is 100 thousand.

In order to create a brand image of high-end cotton and linen, designers will make scenes style design for occasions such as frequent banquets, conferences, exhibitions and so on.

Long skirts are one of the core products.

According to Qing Lan, the weight of the core users who live on the left is between 100 and 110 Jin, between 1.60 and 1.65 meters. It is necessary to make the detailed drawing of the product details page more detailed and adjust the length, size and size of the product according to the proportion of the body.

Before each specimen was born, the designers would stitching the fabric into a mini version of the sample board.

Lin stressed that the quality of fabrics determines 70% of the quality of a garment.

The products are widely used in traditional garment technology, such as hook flower, re repair, ribbon show, natural materials such as cotton, real silk, ramie and so on.

The colors are bold, white, navy and red, and try more colors in small areas.

The product is managed independently to distinguish the production methods of Yin man and Chu language.

Through a year's time, Lin found the brand positioning of suitable products and the fabric suppliers that can match with the company's process.

"We prefer small, fully equipped, more sophisticated products as core suppliers."

Is online shopping the right place to hatch high-end women's clothing brands?

Another way to improve the brand image is to advocate a lifestyle that shifts the attention of the user from the price and design to the story of the brand statement.

What is left on the left is the "unreplicable manual".

Because the product uses a large number of handicraft production methods, live in the left hand around the traditional manual story mining and polishing.

In May 6, 2016, the first offline experience shop opened in Wuhan.

In addition to the display of clothes, the exhibition hall also displays the artifacts collected by designers from all over the country.

For example, the silver ornaments displayed are all from the hands of traditional craftsmen.

Living on the left is the establishment of a research and development base in Guizhou Shi Dong, trying to convey large quantities of traditional handicrafts.

"Now these craftsmen also invite six or seven people to work overtime to help us catch up with the products, and to drive the heritage of traditional crafts by market, which is what we want to do."

Lin Qi introduced.

Back to the product, except basic product design and production, put energy into the details of the product and enhance the user experience.

For example, pay attention to product packaging, online evaluation, one by one reply.

In addition, living in the Beijing and Shanghai places in the left hand, courses such as manual courses and collocation courses are held. Only a few VIP core customers and their friends are invited to use the non promotional activities to drive users' activity and participation.

There is no doubt that living on the left is lucky.

Backed by the resources of the Hui Mei Group for years of deep plowing in the clothing industry, a better "origin" enables it to have certain negotiation basis and explore in a more diversified direction.

In addition, Yin man and Chu language opened up the Internet women's clothing brand and provided more practical experience.

Breaking the stereotype of cheap and low quality inherent in the consumer's mind is just the first step in exploring the brand and forming a strong brand power to make a brand the key to establishing the right to speak in the industry.

And is becoming a high-end Internet women's clothing brand, living on the left will still face many challenges.