Hui Mei Group Released Two 11 Insights, Three Major Sections To Lead The Future Trend.

"Three, two, one!" with the sound of the zero hour bell, jumped the blue big screen of 24 hours, finally fixed in 204 million. The whole Hui Mei Group plunged into cheers and boiling - this is the spancript they gave to double 11 in 2018.

"No experience of double 11 can not be regarded as a real Hui Mei." Each year is 11, and CEO, Fang Jianhua, founder of Yin man, will mention this sentence.

Under such encouragement, all brands of Sini group will fight side by side, and all employees will take the initiative. On the day of double 11, the average number of payments per person was 2.5, and the unit price was 450, which was 40 yuan higher than last year.

It is worth mentioning that, Inman 562 stores under the line are also involved in the double 11 carnival. This year's sales volume reached 2300W, gross margin increased by 10%, and old customers repurchase increased by 7%. The brand new retail strategy has stood the test, and the future can be expected. 　　

In addition, the brand name of young girls is not to be outdone. The whole store traffic ranked TOP20 in the whole industry, far beyond last year. High end women's wear The sale of brand life in the left single day exceeded 13 million yuan, an increase of 3 million over last year. PASS reached its full day performance in the first 2 hours, showing bright eyes; Dali Fang, Qiu shell, SAMYAMA and so on. brand They have made progress. Household, footwear, underwear and other categories have performed well.

"Today, double 11 is not only a great training for us, but also an important festival for fans to link up and communicate with each year." Fang Jianhua regrets. In his view, the growth and spanformation of brands are more important than the final achievements of the group over the years. 　

Hui Mei Group insight into double 11

Ten years of metamorphosis

This year is 10th anniversary of Tmall's double 11. As the ninth veteran soldier who participated in double 11, every move of the Hui Mei Group is especially concerned by people inside and outside the industry.

On the day of double 11, Hui Mei Group released the trend of change and trend: "Hui Mei Group double 11 insight", and discussed the brand development from the perspective of industry. In fact, double 11 was originally a theme marketing activity created by Taobao mall. By the year 2012, Taobao mall was renamed Tmall, and the marketing campaign was officially spanformed into an important online shopping festival in the industry. After that, with the participation of all sectors of the society under the online and offline industry, and the entry of offline brands and international brands, double 11 has gone through the spanition from shopping Carnival to global carnival.

And the growth track of the Hui Mei group can also find traces in the development path of Tmall 11. Qu Jing, vice president of Hui Mei Group, said that in 2010, the group participated in the double 11 for the first time. It is still in an exploratory stage, and there is no prediction of the outbreak of the activity, which led to the Oversale of the explosion. Two years later, group development entered the fast lane, Yin man. brand It also won the double 11 National Women's wear sales champion in 2013. In 2015, with the upgrading of consumers' consumption and quality, Hui Mei also launched the new retail project of "Yin man + thousand city stores", under the active layout line. 　　

"From an Amoy brand to an original brand, and then evolved into a national brand, the development of the new retail Cotton and hemp life brand under the current online and offline channels has been written into the history of the evolution of China's Internet brand."

At the same time, Hui Mei Group also actively carried out the upgrading of efficiency and other aspects, laying the foundation for the rapid development of the brand. It is understood that the group was originally manual stock, every 11 or so, will temporarily deploy manpower to the warehouse to facilitate the delivery, all goods issued, it will take about a month. Now, the group has evolved into intelligent picking, and all goods are sent for no more than three days.

On the day of double 11, the group showed its growth in the delivery efficiency. It can be seen that their newly quoted RFID can quickly check inventory items, specially designed robots can help pick up and move goods and ensure the accuracy of goods being packed. 　

Deep integration of new retail strategy

Ready to play with new media

One of the key words of this year's double 11 is "new retail". Since the launch of the "Yin man + thousand city million stores" project in 2015, the group has opened 562 stores in 179 cities across the country.

This time, double 11, under the line of Yan man line also actively participated in it, so that Yin man become a brand group, more in-depth channel brand. It is understood that this year, Yin man launched the "play a game" theme marketing game, from the past strong game visual, online and offline interaction and high quality products and services, break double 11.

On the one hand, they launched the national challenge through the short video platform, leading to effective topic dissemination. On the other hand, Yin man placed dolls in nearly 100 national stores in the country, inviting everyone to play games.

Online live streaming, short video and other new entrance traffic force is strong, layer by layer diversion, more than 500 stores under the line undertake the function of synchronous promotion and interactive experience, so that this year's marketing performance is particularly bright. On the day of double 11, micro-blog's "play a game" hot topic reading nearly 40 million.

Data, social short video, intelligent manufacturing

Looking ahead for the future

Standing on the ten year node of double 11, Hui Mei Group observed the development of the industry, and put forward three key words: data, social short video and intelligent manufacturing.

This is also the forum that the group is focusing on at this stage. In terms of data analysis, at present, Hui Mei Group has achieved data in all aspects of design, marketing, promotion and so on. The company can make new adjustments to advertising, commodity strategy and operation plan through internal system. 　　

In terms of social short video, Yin man's jitter has been positioned as a rising star in precise positioning of content labels and content. It has emerged from a large number of clothing brands and brands. At present, fans are breaking through 600 thousand, and the cumulative video reading is over 100 million, which has been praised for more than 5 million times.

In terms of the supply chain layout, the Hui Mei Group is also very ambitious. At present, the monemann brand has achieved 5:5's first order and return to proportion ratio. In the future, their goal is to achieve a quick return of 70%.

At the end of 2017, the Group invested 140 thousand square meters of pulsating Intelligent Manufacturing Industrial Park in strategic investment in Yudu, Jiangxi. In August this year, the industrial park was initially put into operation. This coincides with Ma Yun's "new manufacturing" proposed at this year's cloud habitat conference. Such keen insight and practical ability may be the real reason for sinumi group to go upstream and lead the industry. 　

This year's double 11 has come to a successful conclusion, but the pace of the Hui Mei Group will not stop.

They hope that as the nine year participants of double 11, they will continue to play the leading role in the future, and will lead the fashion industry's future trend with rich industry experience, industry insight, forward-looking layout and strong input and output.