Get used to finding ways to relax in a high intensity job

Fang Jianhua wearing a slightly tight white cotton t-shirt, loose gray cotton hemp, 9-cent trousers and black cloth shoes, sitting in the office of the tea side, casually and skillfully rushed out a bubble of Kung fu tea. This is the afternoon of the weekend, he has been accustomed to in the high-intensity work to find a way to relax his mood.

In fact, he's wearing a black middle-sleeve cotton and hemp jacket, take a colorful scarf, he was a week ago as a star to become a designer of the reality show show the judges dress up, and our common boss is not the same, his style of dressing is comfortable mix, which will bring a little design details.

From 2008-2013, Fang Jianhua will be a small factory with only more than 20 people, developed to the first day cat sales of women's brand, in 2013, he founded the two major brands of the United States and the first language sales total nearly 1.12 billion yuan, in China on the line of women's brand sales ranked the forefront.

Last year's "Double 11 shopping Festival", the Mann to 120 million yuan sales to become the National women's brand first, the first language also entered the top ten apparel sales. The only women's brand in Alibaba's English prospectus in a sense, the Mann represents the Alibaba in the cat advocated by the original brand model: from the ODM transformation with the traditional supply chain and clothing products, a deep understanding of the sharp, adhere to the original design, over the years to maintain a steady upward momentum.

In Haizhu Creative Industrial Park, Haizhu District Avenue, Guangzhou, the headquarters of the group is located on the three floors of a blue building. In the center of the office area, the height of the space is originally the Fang Jianhua of the original Garment Foreign Trade Factory workshop, now the walls are painted wood color, the roof is a variety of painting puzzles.

The Open office area has a separate café with a very similar literary and artistic look, there is a circle of wooden bar and high chair on the terrace, there is the pastoral style rest area decorated with bamboo and the big tree, there is a corner specially decorates the pottery work that the staff makes, several old wooden plank door is antique from the country Amoy.

Other office areas are like a standard clothing brand with internet-compatible companies, in addition to a row of computers, row of the next season of new clothes, there is a 5 million yuan investment in the cloth testing laboratory. Many service staff even spend the weekend doing their own.

The most special is that there is a portrait, the portrait on the face, one side is Ma Yun, side is Fang Jianhua himself. He said, "Ma Yun's heart is very strong, and he changed me and many people's life and career." "And that is the realm he longs for."

2005, Alibaba held the first network business meeting of Guangdong Province in Guangzhou Oriental Hotel. Has hundreds of people scale factory, did 10 years of cotton and linen foreign trade apparel processing Fang Jianhua, sitting in the audience to listen to Ma Yun talk about the United States, Korea, Japan's e-commerce, talk about China's business environment. After the meeting ended, Fang Jianhua joined Alibaba Integrity. Through the network, Fang Jianhua found a lot of foreign trade customers in China's agents, foreign trade business situation soon opened, the factory has reached thousands of people's scale.

In the year before the financial crisis, Fang Jianhua found that every month, the renminbi exchange rate began to change, revenue growth is shrinking, he immediately inferred: the foreign trade market. When he made his judgment, he registered the "Mann" brand and began to probe the domestic market. The move led to the opposition of the company's elders, so Fang Jianhua decided to make their own investment online brand. But he soon found that the new brand wholesale to offline dealers also sold on Taobao, but also cheaper than he sold, there are now O2O encounter the "disorderly price" problem. 2008, Fang Jianhua canceled the wholesale link, became the first group to join Taobao Mall (now Day Cat Mall), one of 4,000 sellers.

And fast fashion women's "start to make money," compared to the status of the first three years, nearly 2 million or 3 million loss per year. 2008 only sold millions of of the goods, and the company's original foreign trade business is developing in full swing. Fang Jianhua slightly indifferent to smile: "At that time I only told the company's employees profit and loss balance, losses are responsible for their own." ”

At that time, e-commerce environment is not as mature as now, young people love online shopping, and buy is a bargain, which led to the price of different stores war obvious. But the man from the beginning will be the brand positioning in the original design of high price ratio of cotton and hemp women, Fang Jianhua also review, at that time to locate the 30-Year-old customer base, whether the age is a bit too big.

But he did not follow the footsteps of the fast fashion changes, but adhere to the original and cotton linen apparel positioning. He has both perceptual and rational consideration. From a rational point of view, he understood the situation of foreign trade business, but also firmly believe that the power of the network can be the industry's various types of purposes long tail effect amplification, to the industry brand personalized space. In particular, women this personalized obvious category, personalized space will be even greater. "It's not possible to make a style that you like from the age of 18 to 50, as long as you can catch the pain points of people who like a certain style." ”

In addition, fast fashion brand because of various styles, the company needs to purchase one hundred or two hundred kinds of fabrics, which put forward a very high demand for preparation. and relative to other fabrics, cotton hemp Optional varieties Shing on thirty or forty kinds, easy to meet the cotton and linen types of clothing processing needs.

From the perceptual point of view, he believes that men know more about the temperament of women, he likes comfortable natural materials, I believe he has the same life experience people will also like this style. He believes that "to do a brand, you have to do what you really love to make it out of the tune." ”

In a few years, Fang Jianhua gradually sketched out the distinctive image of the customer group: their age is 30 years old, like reading, love to travel, full of confidence in life, like freedom free from restraint, the image of fresh.

2010, the Mann launched the "Cotton and hemp artist" advertising, and the release of "Cotton Braid" exclusive model, the introduction of the brand Image doll, Mann-specific fonts, such as visual image, the overall style of the shop online taste strong, through fresh and elegant pictures and copy to create a quiet, with the sex, free atmosphere, Let people have the experience of living out of the noisy city.

Thereafter, although the man's clothing style is at first glance similar to other local casual brands, its online flagship store has a strong "fresh literary" brand recognition: All models are wearing two braided braids, painted with warm makeup, posing for leisure life.

With a number of traditional women's brand with full color, bright different, the man's clothing more choice of soft and elegant middle color, such as yellow, green and harmonious autumn incense, brick red, apricot color. The Cotton-hemp girl, with its braided braid, became the unique brand logo of the man, appearing in all its online shops, advertisements and offices.

2010, the first to participate in the "Double 11" promotion, when Fang Jianhua think of a day to sell more than 500,000 is almost, the result of the final transaction record is 6.8 million, the annual turnover of more than 70 million yuan. After the second year Fang Jianhua decided to the original foreign trade processing business all cut off, concentrate on the online brand. At that time E-commerce accounted for only about 20% of the company's sales, but the profit has been with the line factory gradually flat.

From the end of 2011, Fang Jianhua began to work on supply chain management. For three years he was said to have spent 50% of his energy on the supply chain. Previously, 30% of the models were made by the fast supply chain, although the reaction is rapid, but the quality is not stable, and Fang Jianhua realized that for the clothing brand, inventory will be the future of the Achilles ' heel--this forward to the supply chain, he avoided from 2012 to 2013 The crisis of China's apparel market inventory.

He believes that the biggest advantage of internet retailing is the brand directly facing consumers, master all the end-user consumer demand information, he began to use the old customers, combined with Internet marketing methods to accurately predict, which goods good sales, which goods should be eliminated.

Combined with the sales cycle of goods to the next down order, and then based on the first order feedback, then decide whether to add a single. In this respect he has several points of view: first, adhere to add single mode of production, rather than the inventory of fabrics blindly produce a large number of finished products. Second, reduce the number of suppliers, optimize the complex production of a single process, streamline production management and quality control personnel. Finally, establish a standard system of product quality standards, and train the core plant, the next plan in advance. In this process there is also an anecdote: Fang Jianhua from the Guangzhou Criminal Investigation Brigade hired professionals to control and establish the company's internal quality management system, to eliminate the potential threat to product quality and safety of the dead. 2012, the million sales of clothing, to the year-end inventory of less than 10%, far less than the traditional brand of women's inventory accounted for the inventory balance of about 70% of the average level.

Fang Jianhua said with confidence: "We can say so, in the traditional clothing enterprises, we are best at e-commerce." On the online brand, our supply chain management is the most advantageous. "Mann is a traditional processing plant to make online brand success of a few examples, because it is familiar with the electric business play, and more than the general online brand in product development and production more advantages." In the era of the flow of dividends did not choose rapid financing, blind large-scale expansion, but in the operation of the team and supply chain to invest a lot of energy, for the future sustainable development to lay a more solid foundation. Moreover, the company established the concept of product as the core, for the future promotion of brand premium ability to provide support.

The online flagship store has a strong "fresh and literary" type of brand recognition: All models have two braided braids, painted with warm makeup, posing for leisure life.

With the supply chain and product quality assurance, Fang Jianhua began to move to multiple brand operations. Early last year, the same industrial park in the original designer Chao "first language" to join the United States group. The first language is the trend of Zen-style and fresh, the artistic Tide brand ladies, after joining through the design of independent, shared supply chain, finance, HR, IT management system model, last year sales to 360 million yuan. This year, the company developed high-end brand "living in the left", customer unit price positioning in more than 800 yuan, for a monthly income of 10,000-20,000 of women (current daily sales in about 200,000 yuan), in addition to the plan to expand to shoes, bags, scarves, jewelry, home and other surrounding areas.

Fang Jianhua that the future revenue growth of US companies will come from multi-brand, multi-category, multi-channel expansion, to create a unique tone of the original brand ecological circle, from "Cotton and hemp Artist" extended to create a "slow life" of the big concept, but in any case, adhere to the original and in the large-scale production of the industrial age to find valuable design, technology , this will always remain.

The personality dares to try wrong, dares to return to the zero Fang Jianhua also talked about the future on-line store's plan idea: does the direct camp life style display shop, for instance the slow life concept flower arranging, the handicraft and even the home life experience, unfolds the beauty of the brand exhibition esthetics, simulates the target consumer group's life scene and

The understanding of brand connotation, not only Fang Jianhua a person's efforts, he also let the entire enterprise staff to experience. He decorated the office area as a "slow living" experience museum, and will personally play with staff to experience Internet marketing. For example, before the 2013 double 11, Fang Jianhua first in the company to get everyone to do braided styling, including himself. To the Double 11 day, every man, no matter men and women, combed the twist braid, the twist braid PK competition. The end result is the boys team PK off the girls team, boys team twist braid more creative.

The incident created an upsurge within the company and then launched all customers to pass the braided braid. Without spending a penny of the promotion fee, Mann successfully boarded the topic list of Sina Weibo, received more than 20,000 customers comb all kinds of braided shape. "Introducing marketing into play" is Fang Jianhua's idea, and it is also a great boost to expanding brand awareness and increasing the flow of the brand's flagship store.

Although the current imitation of the Mann and the first-language Taobao shop has more than 100, offline there are no lack of cotton hemp mainly traditional brand women's clothing, but Fang Jianhua that in the era of information flooding, consumers will prefer to simplify and classify information, a category may be consumers can only remember one or two brands. An excellent brand from product design, commercial operations, visual presentation, internal processes, and so on, need a strong ability to control, the Mann now has a mature supply chain management, research and development advantages, brand management and marketing experience, and heavy asset production, logistics outsourcing, others can be a copy of the shape, God can not imitate. Today's electric business era, the flow of the search dividend period has passed, with good products and bright brands have the right to speak of the future.

The future of the group's development blueprint has been traced: this year, the group's performance increased to 1.5 billion yuan, to maintain the growth of about 30% per year, to 2016 the group's development of more than 7 sub-brand, the establishment of an original brand incubator platform, China has a lot of dream of excellent designers, they have a strong design capability, We have a mature experience in management and brand operation, which will be the beginning of another venture, he said passionately. But Fang Jianhua is very good at throwing cold water on his own, "We may be only three months from the failure, to see how brilliant Kodak, Nokia, the internet era these giants will fall, not to mention we are just beginning."

Now the Mann also quickly sensed the mobile internet to bring the subversion crisis, the current mobile end of the sales accounted for about 50%, micro-Amoy fans 2.71 million. According to the first quarter of the sales data, the wireless end of the transaction accounted for 40%, the flow accounted for up to 60%.

Fang Jianhua predicts that in the next five years the mobile end of the network retail share will certainly exceed 70%, to this end he has set up a mobile division, the department has no sales KPI, no sales requirements, the first year of positioning is a good mobile end fan community, the only requirement is not to use the inertia of the PC big screen thinking to think about moving end, It is based on the habit of mobile shopping to provide more suitable for the needs of consumers, the Mann app does not have to do a mobile shopping platform, but assume the role of social media, and consumer communication, interaction.

Talking about the future scene, Fang Jianhua has a clear idea, the future is around the "cotton and hemp Life circle" to do the expansion of the category, to provide consumers with a slow life experience and products. For the next brand that will be newly incorporated or created, Fang Jianhua There is a rare uncertainty: "In fact, I can not clearly describe the future of other sub-brand will have a specific presentation, but it is very certain that it can bring people the artistic nature of life, this concept of integration of Chinese culture, life attitude, create a new thing, Let customers get the satisfaction of the soul level. ”