Why Did Fang Jianhua And Han'S Clothes House Zhao Yingguang Tear Up?

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On the 11 double mobilization meeting,

A speech on the "inevitable convergence of all channels and integration under the future online and offline" is carried out.

But I didn't think of an internal speech because Han Du Yi house.

The forwarding comments in the circle of friends have attracted the attention of the industry.

As we all know, the founder of /CEO, Zhao Yingguang and CEO, founder and founder of Yin man's brand, Fang Jianhua, is a "comrade in arms" for many years. The scene of Tmall's double 11 "newspaper group heating" was also impressive.

In 2012, double 11 nights, Fang Jianhua contacted Zhao Yingguang and other Internet brand founders to cooperate, the mutual diversion between brands, so as to keep the position of the top 11 of the two Internet women's clothing brands.

However, people who know them know more about the difference between the Internet brand and whether they want to go to the bottom line.

"We are a pure Internet company. There is no gene under the line."

Zhao Yingguang once said.

And Fang Jianhua threatened "Internet brand, five years without line, no future."

The night before yesterday, Fang Jianhua's public number, "the old man in the old man", pushed an article from the old man to Han Du Zhao: I want to tell you a few words, put the differences between the two on the table, and used the 1 years' breakthrough of 100 million sales of "Inman + thousand city stores" as a corroboration, and expressed willingness to share the flow of the offline shops, and called on the comrades who fought together on the Internet, especially named Zhao Yingguang, to make the "cake" bigger together.

Inexorable trend vs is in a panic.

Han Du Yi house and Yin man are typical brands that grew up on the Internet traffic dividends. They once experienced explosive growth periods, and also embraced the period of "Baotuan heating" under the impact of offline brands.

After more than 10 years of ebb and flow, under the attack of traditional brands and international brands, Han Du, Yin man and so on have also become the representatives of a few women's Internet brands who can also be listed today.

Back in 2012, this year is a watershed for Internet brands.

Because this year Taobao mall officially changed its name to Tmall, there are more and more traditional clothing brands on the line, and online dress competition is increasingly fierce.

In 2012, Tmall double 11, Fang Jianhua hair micro-blog appealed to the Internet brand "Baotuan heating", and on the same night emergency call Zhao Yingguang, joint Korea and other Internet brands, to achieve mutual diversion between brands, and finally take the Internet women's clothing brand that year Tmall double 11 women's clothing category 3 now.

Zhao Yingguang and Fang Jianhua, who are born with Internet brands, have a lot of common understanding in brand building.

For example, they spend a lot of effort to overcome the short board of supply chain, see the bottleneck of single brand development, and expand consumer groups with more subdivided styles of brands for online consumers with more distinctive personas.

Over the years, Internet brands such as Han Du and Yin man have built up sub brands by means of acquisition, merger or cooperation, forming brand clusters and enriching product categories.

Up to now, there are more than 20 brands in South Korea. There are also more than 10 original brands under the Hui Mei Group. They believe that cutting the market with sub brands may become the next trump card for brands to continue to exert their strength.

The day before yesterday, Fang Jianhua gave Zhao a few words in his heart, and he emphatically mentioned the time when the Internet brand once again held together.

But the focus of this article is that he and Zhao Yingguang have been divided: Internet brand offline.

Fang Jianhua believes that under the environment of international brands, domestic brands and Internet brands, "the integration of all channels under the future online and offline is an inevitable trend", and it is judged that "Internet brands" will not have any future within five years.

Online and offline "two legs" can go fast; and Zhao Yingguang has repeatedly said that South Korea will not go down the line.

He believed that the Internet brand opened a physical store because it encountered the cold weather of the electricity supplier, and was under the pressure of "choosing the road without fear".

"There's a lot of innovation on the Internet, too much."

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Why do Han Du insist on not following the line?

Through channel expansion, strategic upgrading and other stages, Internet brand has ushered in the tide of listing this year. It is easy to see the difference between the future direction of the development of Han Du house and Yin man and the split of silk.

In the prospectus of Yin man and silk, it is clear that there will be energy and resources placed in the laying of physical stores and the opening of all channels.

But the prospectus submitted by Han Du Yi house pointed out that for the company's objectives and specific development plans for the next three years, it is committed to the fashion brand incubation and operation ecosystem of fashion brands, such as creativity, design, incubation and operation of fashion brands, marketing, intelligent storage and pportation, professional customer service, Internet media, O2O training, flexible supply chain and so on.

Recently, the craze for setting up shop under the Internet brand line has intensified.

In September 30th, the first line of the three squirrel down shop, Feeding Store, opened in Wuhu, Anhui.

In October 8th, three squirrel shops opened for a week.

According to the report, the total sales volume of a week after the National Day holiday is up to 1 million 100 thousand yuan, and more than 50 thousand people enter the store.

In addition, the newly launched three board brand of the Internet brand is also unveiled in Beijing's Qiao Fu lawn. As the brand originated from the Internet, the optometry link under the line can be regarded as the key bottleneck for the expansion of the line.

Internet brands can not be seen, integration of online and offline resources, the formation of online based, supplemented by the line of operational policy, and gained a huge market, but why do all Korean homes do not adhere to the line?

In an interview, Zhao Yingguang once said, "the old side is a designer, and I am an Internet player.

Although they grew up on Tmall, our genes are different.

As for the line, there are such differences between Han Du and Hui Mei. There is a certain relationship between them.

As a fast fashion brand, the core of competition is rapid iteration of products. As a brand of original designer, its brand culture needs consumers' sense of experience and interaction.

Therefore, how to let these offline "experience shops" have a better experience is the question that the Internet brand should take into consideration when it comes to the line.