Inman takes another attack and joins Shanghai New World Department Store to play fan economics

In July, Leading Internet brand Inman introduced the “Inman+” model, which opened up an online and offline omni-channel strategic layout. This model of reconstructing the traditional retail business opened up the restructuring of China’s retail business structure and brand. A lead path and reference. By the end of October, Yinman+ has opened more than 70 stores and signed more than 140 stores. The nation’s first direct flagship store, Yinman + Paris Spring Experience Store, is located in Shanghai.

This is the first time Inman + joins hands with department stores. Perhaps it is still not complete. On November 23th, Inman+ held a strategic cooperation conference with Shanghai New World Department Store, a subsidiary of Paris Springs. The O2O model of Inman+Department Store will be listed in the New World. Department store flagship, the two sides jointly create brand and department store in the new model of O2O new business model. To achieve the integration of passenger flow, product flow and consumer experience, integrate the Internet with traditional retailing featured genes, and help the community to experience a new level of experiential consumption.

Department store giants change their minds and switch to fan community

The partnership between Inman+ and New World Department Store is the first step in the integration of Inman+ and department stores. It is also the first time that traditional department stores and the mainstream fashion brands of the Internet have teamed together to bring the flow of mainstream brands and High conversion rate, high repurchasing rate, and distinctive scene-style consumption brought into the department store to better invigorate the flow of people at commercial sites in commercial areas, increase customer stickiness, increase customer interaction, and provide more added value. More business imagination space.

At the roundtable forum of the “Convergence of Cross-border and New Convergence” at this conference, Chen Jianming, Chairman of the Huimei Group and the Chairman of the Shanghai New World Executives and the China Business Brand Alliance, and Prof. Ren Gangling of the Shanghai Institute of Finance and International Business Administration of Shanghai University of Finance and Economics, aimed at the innovation of the business model. How to achieve co-creation value from transaction value, how to reconstruct traditional department stores, interact with heterogeneity resources, and jointly create a platform for value issues to express their respective perspectives. For cross-border integration, Yinman New World takes “people” as its foundation The new business idea of ​​the fans' operation was discussed in depth.

It is understood that Inman + in New World Department Store's Paris Spring (Pujian shop), settled in just one month, monthly sales in the ranks of women's floor counter has entered the top three, the number of new members exceeds 2,000. Not only the performance of the store is obvious to all, but the continuous revenue generated by the new O2O model also brings significant results to the store. The Yinman + Shanghai Experience Store sold 20% of the total revenue from the store outside the store on Shuang 11's day. This omni-channel new business model is very good for the department store to bring more continuous revenue, increase customer stickiness while bringing more added value.

Yinman + Shanghai New World, creating a hot spot for urban fans

For the future operation of the "Inman + Department Store" model, Inman's founder Fang Jianhua gave a live introduction. He said that "Yinman + Department Store" is an extension of Yinman + Thousand Chengwan Store. It aims to bring the O2O model that is operated by the community's fans into the traditional department store, and integrates with the shops in the commercial street, which is the floor store for Immant. As well as creating opportunities for the transformation of new department stores into traditional department stores, they will serve more new consumer needs of mainstream consumer groups.

This kind of experiential shopping combining online and offline experiences is a combination of offline shopping experience, online visual, tactile and fitting experience, and increased online payment in regular shopping. The convenient function of courier home, well meet the various needs of different groups of people. And Inman + is not just a clothing store, it is also a home life experience store, in the future will be based on the needs of the operator to add more features, you can buy all the visible items within 7 meters to go home to create a fan Your own "slow living space.

In recent years, Inman+ has expanded its footwear, bags, accessories, children's wear, furniture and other categories on the basis of successfully operating women's wear; it is also a community integration between fans and fans of the brand. “Inman+Department Store” blends brands, fans, and department stores into a brand new try-on shopping space, bringing fresh brand loyal fans to the mall; and e-commerce brand landing is more with fans Intimate contact opportunities, better service to fans, increase interactivity between customers and increase stickiness of fans, and can use the traditional advantages of shopping malls to lock in more regional fans in commercial areas to achieve a win-win goal; Under the experience shop, you can have more interactions with your favorite brands, closer trials and other exchanges, reduce the chance of blind shopping, and more intimate contact with the brand.

This means that the traditional buying and selling relationship is replaced by people-to-people relationship management. There is fan-involved sales or first-level sales. Cooperation without cross-border integration is not cooperation. Only more “people” participation is Nowadays, with the latest O2O fan marketing, brand + department stores can create the hottest fan business district.

As the O2O commercial retail continues to change and develop, the consumption habits of Chinese consumers have also undergone tremendous changes. The large-scale retail business is inevitably affected and faces new challenges. Whoever can truly grasp the core of consumer trends will be Can dominate the future of commercial retail. Enterprise management is the process of constantly adjusting and innovating. Enterprises must make new choices in the new context. The combination of the brand and the department store, together with the good management of the fans, under this new power injection, retail commercial department stores and brands will be able to go better and farther in the new cross-border integration.