Inman: Internet original women's leader

The cotton artist Inman performed impressively in 2013 Tmall Double 11: the number of visitors to the flagship store reached 5,188,000 on the day, hitting 120 million yuan in sales and ranking first in Taobao Women's Wear. Compared with the turnover of 70 million yuan on a single day last year, an increase of 58%; and mobile phone client sales of 17.7 million, accounting for 14.7%. Inman once again created the miracle of the Internet's original women's wear.

Five years, from cotton artist to Tmall "Queen"

From cotton artist to Tmall sales queen, Inman spent only five years.

For five years, Inman jumped from a little-known Amoy brand to a well-deserved Amoy brand queen. Many people want to know what is the secret of success?

In this regard, Yinman chairman Xu Xianling frankly said: "There is no secret to success." In his view, Inman's success is not accidental, but a cumulative process.

When many Internet merchants still regard Double 11 as an ordinary promotion node, Inman has already started deep exploration of online marketing. In addition to doing a lot of preparation work, Xu Xianling also summed up the three factors of success: a tacit understanding of the team, accurate brand positioning and a sound industrial chain.

Teamwork, creating brand myths

From 2010 to now, Inman has been participating in the “Double 11” for four years. Every member of the Inman Shuang 11 team can be said to be a “warrior” with a lot of experience and experience. According to Yin Man's staff at the scene, Imman's preparations began at the end of the previous year's double 11th. From the analysis of data to the development of a marketing plan, to the final implementation, the entire “tug-of-war” has continued for more than a year.

In order to prepare for this year's Double Eleven, the entire team racked their brains, made new innovations, and did a lot of warm-up work. When the "Yinman put the pigeons" caused a great uproar on the Internet, people thought that Inman had to exit the double-eleven, and Inman's "put pigeons" interactive game on stage. Under the fermentation of Weibo and Wechat, together with reports from mainstream media, more than 500,000 customers participated in game interactions.

In addition, Inman Shuang 11 team also planned online topics such as "Twisting" and "Recovery and Singles", which allowed millions of netizens to know Inman and understand the brand idea of ​​"Slow Life". Consumers were hotter than ever. Therefore, compared with previous years, this year’s double 11-point promotion seems to be more robust and handy.

Accurate brand positioning, targeting consumer groups

As a "cotton-and-papricy artist," Inman, the branded apparel fabrics are mostly made of cotton and hemp, are highly comfortable and easy to clean, and also meet the green consumer concept of modern people returning to nature and longing for the original "slow life". At the same time, with its "cotton, linen, literary style," the style of clothing design, makes this brand of Inman popular by the majority of consumers, especially advocating personality, love fashion urban white-collar workers.

In February 2011, Inman's modelling “Twist” was officially released, and it launched the brand's visual image of Yinman brand such as brand expression and Yinman font, becoming the first in the industry. The performance of the Inman branding and the visual standardization of the brand image has also become a landmark strategic move for the Inman brand to upgrade to standardization.

Healthy and healthy brand ecological chain, support from partners

When talking about the secret of success, after the Founder CEO Founder and CEO Fang Jianhua said in an interview with the media, Inman came to the company today for 15 years in the supply chain can not be separated. Fang Jianhua said frankly that this year's double 11, Inman has half the energy invested in the supply chain. From product stocking to information system upgrades to logistics and transportation to sales, a lot of preparation has been done.

In the product, Inman has created a lot of new and unique models for the Double 11 to allow consumers to buy happy and comfortable clothes. At the same time as shopping, they feel the brand culture of “slow life”; in the information system, Man used the latest E3 system from Yum! and optimized and upgraded it before the double 11 to further enhance system performance and business processes. In logistics, Inman stored the double 11 products in advance to the cities where customers were more concentrated, and Hangzhou set up a warehouse. To improve the efficiency of logistics and distribution and ease the pressure of logistic clogging at the time of promotion; In service, Yee Man activated 800 telephones for 100 seats on the 11th day, directly answering customer's doubts when purchasing products, improving customer experience, and The service is more professional.

It is worth mentioning that, compared with other businesses, Inman pays more attention to data analysis. Through the comparison and analysis of e-commerce back-end data, it is beneficial for the business to accurately locate the consumer population, understand the customer's consumer psychology and consumption habits, and thus formulate corresponding marketing plans in a targeted manner. The so-called, know yourself and know each other, do not fight. Having mastered the customer's consumer demand information, we know which products are more popular and which products need to be eliminated. There is a clear and accurate control over the selection of models and stocking. This is particularly important for major shopping festivals like the Double Eleven.

In this regard, Fang Jianhua said that the power of data lies in the advantages of inventory control. Because it is able to directly see the past consumption data and “shopping cart” situation and conduct reasonable analysis and prediction, it is more transparent than traditional channels, and being able to prepare and control stocks effectively becomes a major advantage of e-commerce. Last year, Inman sold more than 1.85 million pieces of clothing. The stock inventory at the end of the year was less than 150,000, and the inventory rate was less than 8%.

This year's double eleven big promotion activities are a major breakthrough for Inman and a test. From the positioning of the entire brand of products, the grasp of customer groups, to the promotion of marketing capabilities, they have withstood the test of the market and have also been affirmed by consumers. The future road is heavy and long-term, not only is Inman, we expect the entire Amoy brand industry can have a better development.