In the past when you made strategic adjustments or choices, what was the most impressive one to give up? Fang Jianhua: In 2010, it decided to abandon the original foreign trade business, and the whole business of the group turned to e-commerce. However, the foreign trade business still has one or two million profits a year. Inman's business only accounts for about 20% of the company's total revenue, and it has been lost for two or three years. If Yinman did not do it at the time and the foreign trade business was cut off, I might have gone bankrupt. The choice was painful, but it was right to look back, because I felt at that time that customers in the manufacturing industry were expanding and could not be as good as e-commerce users. Another kind of waiver that I would like to talk about is about customer experience. Until now, many e-commerce companies are very resistant to customer returns, but Inman never believes that there will be so many unreasonable bad reviews. Even some customers have washed their clothes and have to withdraw, we will let the customer service to complete the return procedures. From the very beginning, Inman's training philosophy for customer service is to believe that all customers in the world are good people. After the sale, they have problems and they must stand in a customer's position to solve them intimately. Inman had implemented the seven-day unreasonable return policy for a long time. The tolerance for the cost of loss can be said to have given up part of the profits, but it has won a better customer experience and repurchase rate for Inman. How do you feel about creating a team that can subvert the existing business ecosystem? Fang Jianhua: Competition is always hidden. Only the opponents you cannot see are threats. In the core competitiveness of the e-commerce team, product design is the most important part. Today, satisfying users is a mediocre performance. Only by letting users scream, you can gather fans. For users to scream, there must be a new product design thinking. I think that using the original business gene team, it is impossible to create a team that subverts the existing business ecosystem. Only boldly launching a newcomer can produce products that will scream users and subvert existing businesses. Huimei Group has already owned Yinman, early language, living in the left three main brands and more than ten original designer brands. What is the biggest risk of multi-brand operations? Fang Jianhua: The biggest crisis may come from whether an independently operated brand can generate synergies with the entire group and maximize profits. Each of our brands has joined the Huimei Group as a partner, which is equivalent to an independent kingdom. If you say that the former Inman, living in the left two self-incubated brands like special forces, to find long-tailed market pain points in-depth; then now more similar to a legion of coordinated operations, strategies, tactics must be different, For each brand, find the most suitable position in the market and in the group ecology. Secondly, Huimei hopes to expand from the domestic to the international market. The means of developing cooperative partners include acquisitions, mergers, investment participation, etc.; and when expanding overseas, the most critical factor for success or failure is whether product design can be combined with the local cultural environment. Both of these points require more careful consideration. What do you think is the nature of management? Fang Jianhua: The few things the boss needs to do are find a person, paint cakes and biscuits, and grasp key points. The meaning of finding someone is to find people who are consistent in their ideas and are fit to do it. People who come for treatment are more likely to leave you. The idea of ​​painting a pie means that you want to give the team a vision of motivation, and that the outcome of each stage must be good at sharing with the team and distributing it within the team. The key point is to grasp the most critical processes and nodes. I am a role in strategy in Huimei and I will always look at the trend after three to five years. I don't think we can lose on thinking about the future. After removing all internet skills, what is the most essential? Why does Inman's slogan is a "cotton-and-cotton artist" and does it have anything to do with your career experience? Fang Jianhua: When we were studying, we were wearing chemical fiber clothes. Especially in the winter, when we undressed in the dormitory, it was all sparkling Mars. I have always felt that only natural fabrics are the most suitable for human skin. Prior to founding Inman, I had been working as a foreign trade ODM brand foundry (original design manufacturer ODM, is an acronym for Original Design Manufacturer). At that time, I was mainly engaged in cotton and linen clothing. When I started to be a Tmall in 2008, I found that there were few cotton and linen fabrics. This is a market gap. At the time, we found 4 advertising companies to help us think of slogans, but in the end I still thought of myself as a "cotton-and-cotton artist" because I didn't think it was strange to dress as an artist. I was brave enough to be myself and stick to my own lifestyle. People are artists in life, and cotton and linen fabrics are a good carrier for carrying this concept of “artists in lifeâ€. In the past five years, what kind of changes in the market competition faced by Huimei Group? Fang Jianhua: In the first phase, it was a competition with grassroots sellers and foreign trade wholesalers. At that time, Taobao and Tmall merchants were mainly based on college students and small sellers in the wholesale market. This time is dominated by price wars. In the second stage, Amoy brand became a climate and began to face the competition of domestic brands that started to do online business. At this time, the importance of brand tone began to highlight. The third stage has begun to enter the era of global competition, emerging online brands that have evolved from the Amoy brand, overseas fast fashion brands, domestic offline brands, overseas offline brands, designer niche brands, and focus on Haitao dealers and so on, all entered the battlefield. At this time, whoever knows more about the fan economy will probably gain the upper hand. In the rapidly changing competitive market, what response experience can you share with peers who are also engaged in long-tailed economy? Fang Jianhua: First, it is necessary to cultivate the market based on the individual needs of customers, and to ensure personalization while ensuring quality. After all the Internet skills have gone, it's ultimately the competition in the supply chain. Second, small is big, big is small. The more popular the positioning, the narrower the market; the narrower the positioning, the bigger the market. People are divided into groups. You just need to find someone who likes you. Don't think about people from the age of 18 to 80 in the world who like you. When you expand, what brand will you choose to cooperate? Fang Jianhua: There are three basic standards: • Whether this brand can be integrated into Huimei’s fashion ecology and meet the positioning of individualized people. • The founder of the brand is the key. Whether he has the courage to work together to start a business, whether he has the ability to integrate resources, and whether he really loves this product. If this product can't even touch him, just to make a fortune, it also touches his customers. • Is the brand willing to accept our investment? If we do not accept our money, the future alliance may be very fragile. Huimei has transformed from an online multi-brand platform into a multi-brand fashion ecosystem. How will it create the diversity of species in this ecosystem? Fang Jianhua: Our main consideration is how to make different categories and different brand positioning and connections, and this kind of connection can enable various brands to provide various scene-based services for the lifestyle of fans, so that her life concept is It is reflected in various details. In the area of ​​fashion ecology, we need to extend the scope of services, such as the Department of Community E-Commerce of Huimei Group (Red Fan Community of Business Network), such as the training department for offline fans, for example, for cooperation. Branded e-commerce business school. In terms of living space, we have to cover all aspects of fan life, such as accessories, shoes, handbags, and children's clothing derived from clothes. Now in the store under the Inman line, we have introduced home accessories made of natural cotton, solid wood furniture made of natural materials, maternity and childcare articles, travel articles, artwork for the inn and so on. In terms of partners, we have a variety of forms such as founding team incubation, brand partner joining, external professional team joining, opinion leaders becoming partners, and Huimei provides an all-channel marketing platform and supply chain support. People with different roles can all integrate and become the creators of Huimei's future product matrix. What kind of people have a far-reaching impact on you? Fang Jianhua: In the past ten years, the one who has had the greatest impact on me is Jack Ma. In 2005, Alibaba convened the first conference of internet operators in Guangdong Dongfang Hotel. I had been working on cotton and linen garments for 10 years. I sat in an auditorium and listened to e-commerce in the United States, South Korea, and Japan. After I talked about China’s business environment, I joined an Alibaba.com network operator. Also joined the Tmall (early Taobao Mall). It can be said that without the guidance of Ma Yun, there will be no innovation in the Huimei business model. In the past two years, I have been studying the business model of Japan and the United States. The stories of Yohji Yamamoto, Jobs, and Zuckerberg have fascinated me. After the enterprise becomes bigger, it must go to the world, cross the cultural differences, and it needs to return to the road to simplicity in product design, while maintaining the passion for innovation. What is the way you resolve stress? Fang Jianhua: First of all, it is necessary to fully trust and authorize the management methods so that the team can take on your business and not be busy with your team. Second, exercise is a very good decompression method. I insist on walking twice a week, each time 10,000 steps, and I have to play badminton once every week. There is, I will smoke one or two hours a day reading. Recently I was looking at books on federal systems in the United States. I think these experiences can be applied to the Huiyin Group's partner system. The most important thing is that I must have the mentality of being able to afford it. My sleep is good. I can always fall asleep within 5 minutes and I do not dream. How do you think that you can meditate in the numerous affairs? Fang Jianhua: Rejecting temptation and doing selective socialization. Many meetings or forum invitations, I refused. Interviews with the media are also limited each year. In contrast, I prefer to write my own business thinking in my own micro signal or column, which is more helpful in sorting out my business logic. What do you think the future looks like? Fang Jianhua: I cannot say the future of society. I can only say that I imagine my future is: When traveling around the world, we can see our group's products, whether online or offline, whether it is their own or partner brand products, although not everyone will buy But people who like it will always buy it. The more recent imagination is that I hope to have a live broadcast of 100,000 people watching at the same time. wearable weighted blanket, hooded weighted blankets, weighted blankets hoodie, weighted blankets sleeves, pocket hooded weighted blanket Jiangsu Hangfu Brocade Development Co., Ltd , https://www.eruditebedding.com
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November 08, 2022