Fang Jianhua Talking About The Competitiveness Of Internet Brand

From the original warehouse of only 20 square meters, 4 years to achieve 1 billion, and create a million business day, this is Yin man.

On the 17 day, Fang Jianhua, chairman and founder of CEO and founder of South of the Five Ridges, and the new forum, "slow life, fast business", took the keynote speech on "refining the competitiveness of the Internet brand" with the new book "slow life, fast business" at the forum of EMBA2015 Annual Lecture Hall.

This brand of "cotton and ramie" is born in foreign trade and grew up on the platform of Taobao mall.

In 2013, double eleven, Yin man ranked first in the category of women's clothing with 120 million yuan sales volume; in 2014, double eleven, including the Yin Mei Group, Hui Mei Group set a sales performance of 185 million yuan.

How to make the competitiveness of the Internet brand?

Fang Jianhua said that the individuation of brand originates from the individuation of consumer demand and the concretion of brand image.

"Yin man's 7 sub brands have their own unique positioning and style, each brand is personified and storytelling, brand is a person, has its own vision, hearing, touch, smell, taste five sense."

It means that with the efficient informationization of logistics system, the difference between Internet brand and traditional brand supply chain will disappear.

What are the pain points to solve in the supply chain information? First, what is the problem of doing. Through big data analysis of popular elements, weather environment, version and color to determine what you want to provide, followed by how much it is done, formerly based on experience, the Internet age takes the C2B+ test mode, according to each style.

Forecasting can reduce blind orders; what is done is based on big data for the rapid response of the supply chain.

At present, the delivery time of down jacket and sweater in supply chain has been shortened to 25 days.

When it comes to designer brand ecosystem clustering, Fang Jianhua believes that many talented designer brands exist in IT system, management, marketing, capital and other short boards, whether on the big platforms or hidden in the market.

At the same time, Fang Jianhua said, "all trends will eventually return to user information." user information, including consumer habits, cultural attributes, emotional appeal, gender, age and so on, is the core lifeline of the Internet brand in the future.

We must abandon the mode of individual combat, and joint is the way out for the Internet brand.

Referring to his new book "slow life, fast business", Fang Jianhua said: "this is my experience and summary of many years of experience in the electricity industry, almost all of the group's brand strategy, brand landing, brand communication and some ideas and management methods are all public.

In the Internet era, we really want to share the spirit. China's e-commerce is not yet mature. We need to work together to build a healthier and better ecommerce ecosystem.

The Internet stirs up the retail industry's "blood exchange rebirth", and there are new rules for online brand positioning, management and marketing.

I hope that more people can get some inspiration through "slow life, fast business", so that the world can not provide a brand to anyone who wants to be a brand.