In the past September，Fang Jianhua, founder of Yinman brand、Zhao Yingguang, founder of Handu Yishe, launched a heated debate on "whether online brands should be 188bet mobile"。This debate also became the focus of media attention for a time。Fang Jianhua believes that online and 188bet mobile integration is the general trend，Zhao Yingguang thinks，Internet brands should continue to delve into the online market。

188bet mobile is not the first time the two have had disagreements。Since Inman proposed the “Thousands of Cities and Tens of Stores” plan in 2015，The debate never ends。

The eve of Double Eleven in 2016，Fang Jianhua at the mobilization meeting，Reemphasized the importance of online and 188bet mobile integration，And said, "I would like to see it，How long can a certain friend on the Internet hold on?”。Zhao Yingguang later forwarded the article in Moments to respond，"If a friend refers to Handu Yishe，It is recommended to speak up directly”。

Pull time back to the present，In an interview with "Chinese Entrepreneur"，Fang Jianhua said in 2017，Yinman’s entire 188bet mobile sales are expected to reach 300 million，Accounting for about 30% of Inman’s total sales，This seems to be a satisfactory report card。Looking back at Handu Clothing House，Guli Nazha announced on Weibo that she has become the latest spokesperson of Handu Clothing House，As soon as this message is released，Received more than 340,000 likes and retweets from fans，It is also enough to see Handu Yishe’s fan effect and online operation capabilities。

September 28，Alibaba’s local lifestyle platform Word of Mouth and CBNData released the “2017 188bet mobile Retail New Ecosystem Report”。Report states，188bet mobile is still the main retail position at this stage，But e-commerce will continue to squeeze out 188bet mobile retail shares。Estimated to 2020，Online channels are expected to contribute 25% of overall retail sales。That’s for sure，For online clothing brands，Based on market evolution，Balancing different channel strategies，Becoming vital。

Entering the bottleneck period

From 2008，Taobao brand grows rapidly with Taobao，In the process，Yinman、Handu Yishe、A number of 188bet mobile clothing brands such as Ribo also emerged，And successively listed on the capital market。However, it is not difficult to find out by sorting out the history of Taobao brands after 2010，With the rapid rise of e-commerce brands，It also speeds up the process of "shuffling"。

According to monitoring data from China E-Commerce Research Center，2015，my country’s clothing online shopping market transaction size reaches 745.7 billion yuan，year-on-year growth of 21.2%，RMB 934.3 billion in 2016。However，The growth rate of clothing online shopping transactions has not accelerated significantly compared with previous years，On the contrary, there is a slowing down trend。On the one hand，Online competition is becoming increasingly fierce，It’s getting harder and harder to acquire customers online，Internet dividends are fading；On the other hand，ZARA、H&M、Uniqlo and other traditional 188bet mobile brands have come online，The limelight is gradually overtaking the Tao brand。The changes in the “Double 11” sales list in the past two years can be seen，Not only did the number one spot change from Handu Clothing House to Uniqlo，There are very few of the top ten Zhongtao brands left。

Online traffic is getting more expensive，"Take it 188bet mobile，for online”，Becoming a new business opportunity for many e-commerce brands to be explored。

Chairman of Huimei Fashion Group、Inman founder Fang Jianhua revealed to the reporter of "Chinese Entrepreneur"，The cost of attracting traffic online for Internet clothing brands is very high，Online costs and 188bet mobile costs are basically the same。Some experts also said earlier，"The current online costs of some brands，Already higher than in some three、The cost of opening 188bet mobile stores in fourth-tier cities。”

Multiple 188bet mobile VS Internet incubation platform

2015，Handu Yishe Zhao Yingguang was interviewed by "Chinese Entrepreneur"，In his opinion: many traditional clothing companies have a scale of over 10 billion，But for Taobao brand women’s clothing，It seems that one billion is the ultimate。The reason，Traditional clothing companies have strong retail capabilities，Can circle a certain number of stores，Be able to sell clothing to a certain scale。But 188bet mobile，Select more，Female consumers are more personalized。When there are more options，Big brands will be countless、Relatively speaking, the dismemberment of small brands that are more professional or more segmented。At this point，Yinman and Handu Yishe seem to have reached a consensus。

When the Inman 188bet mobile was founded in 2008，Only 20 square meters of warehouse。Between 2010 and 2013，Yinman’s sales increased from 70 million to 11.200 million yuan，Nearly 15 times more。And Yinman has always been committed to building a "personalized 188bet mobile"，Mainly cotton and linen style women’s clothing，And gradually explore a multi-188bet mobile strategy，Exists as an independent company，The field has also transitioned from women’s clothing to the slow life ecosystem。Even created “Yinman Home” across categories，Expanded products to household items and small furniture，Deeply exploring the 188bet mobile proposition of “slow life”。

Compared with Inman，188bet mobile is more like an “Internet incubation platform”。188bet mobile’s group system is a single product full-process operation system with the product group as the core，Product team by designers、Product Production Specialist，Composed of three order management specialists。The product team has full autonomy，Each group is independently calculated、Responsible for profits and losses，Follow the principle of “little, often, often”，Strictly control risk inventory。

From 2011 to present，Handu Yishe continues to create new 188bet mobile at a speed visible to the naked eye，More than 20 188bet mobile under it cover Korean style、European and American style、Oriental style and other styles。2015，Handu Yishe took the lead in proposing a secondary ecological development strategy，Opened the "brand + service provider" two-wheel drive mode。According to public data，Currently，The number of 188bet mobile operated by Handu Yishe is close to 100，There are 22 private 188bet mobile，More than 60 cloud incubation 188bet mobile (agents operating 188bet mobile)。

188bet mobile gambling

In many media reports，Zhao Yingguang and 188bet mobile are often portrayed as opposite characters。But in reality，The two have a close personal relationship，Exchange ideas from time to time，Interviewing，The two of them use "Lao Zhao" more often、"Lao Fang" to call each other。

2015，Yinman officially announced the launch of 188bet mobile store investment plan，Announced that it will launch the “Thousands of Cities and Tens of Stores” plan。To open 10,000 stores in 1,000 cities within 5 years。Yinman’s move caused a lot of controversy。However in fact，Fang Jianhua’s “perseverance” in 188bet mobile expansion has long been traced。2011，Yinman once tested the waters 188bet mobile，The number of stores once reached 20，All were forced to give up in 2012。

Fang Jianhua told "Chinese Entrepreneur"，“I envisioned a big touch screen in the store，You can try it on 188bet mobile，See more styles on the touch screen、Online payment。But this idea was too advanced at the time，No QR code、No smartphone，The shopping experience is very imperfect。”

From the outside world，The most essential difference between Yinman and Handu Yishe。A media person once told "Chinese Entrepreneur": "Fang Jianhua started his career in industry，In essence, it is the 188bet mobile market，It’s just that by chance, I went online。Handu Yishe started its business online from the beginning。"Zhao Yingguang also said: "Lao Fang is a designer，I work on the Internet。Although they all grew up on Tmall，But our genes are different。”

In Fang Jianhua’s opinion，Online、Only through comprehensive 188bet mobile development can we “walk on two legs”，This is the true combination of two swords。

“Why do I have to open an 188bet mobile store？First，Clothes are non-standard items、It needs to be experienced，Traditional 188bet mobile brands will be launched online within three years，It does put a lot of pressure on us。But we also discovered through this，A brand with high 188bet mobile coverage，The stronger the brand power，It’s getting easier and easier to do online。”Taken together，Fang Jianhua thinks，Brands should follow the pace of consumers，And through good 188bet mobile experience，Enhance users’ awareness of the brand，While exploring the potential of physical retail，Can also feed back online。

“In fact, there are many very good brands that combine online and 188bet mobile services，Like Hailan House、Peacebird, etc.。The original Internet brands were indeed rarely integrated，But now I think Yinman is developing very well，I think the reason why online brands failed to succeed 188bet mobile before was that they were not determined enough、Product strength is not strong enough。”

As of now，Yinman has opened 450 stores nationwide，Mainly in the central region，Jiangxi、Hunan、Hubei、Sichuan、Provinces such as Jiangsu are more prominent，There are more than ten direct-operated stores in Shanghai。According to Fang Jianhua，2017，Yinman’s entire 188bet mobile sales are expected to reach 300 million，Accounting for about 30% of Inman’s total sales。Within 5 years，188bet mobile sales will reach 2 billion。

First appearance

For Fang Jianhua，Yinman’s “188bet mobile road” has already produced a pretty good report card。And during this period，The debate on whether online brands should go 188bet mobile has never stopped。In Zhao Yingguang’s opinion，With the popularity of the Internet，No matter the frequency or scale，Online shopping has been and will continue to expand in the future。And 188bet mobile costs remain high，This is also one of the main reasons why Zhao Yingguang is determined not to open an 188bet mobile store。

“Why consumers are increasingly choosing online？Not just because it’s cheap，It’s because of the methods and methods of creating content online，It is an experience for the new round of Internet consumers。Products are important，But the content is more troublesome，For personification、The requirements for anthropomorphism are higher。" Zhao Yingguang once said in a public speech。In his opinion，Online brands should work hard on how to improve “unit price” and “conversion rate”，Instead of moving to an unfamiliar 188bet mobile market。

For this question，Fang Jianhua told "Chinese Entrepreneur": "First of all，Yinman is currently maintaining normal profits；Second，The unit price conversion rate of 188bet mobile stores is twice as high as that of online stores，Any customer who has tried on clothes，Most people will choose to buy。”Of course，Fang Jianhua’s 188bet mobile journey this time has not been smooth sailing，Many details still need to be adjusted。

Currently，Inman’s online and 188bet mobile prices and styles are completely synchronized，This leads to the fact that the promotion nodes of Inman and shopping malls are often different。In terms of product supply，According to Fang Jianhua’s introduction，50% of Inman’s current 188bet mobile stores are first orders，50% are duplicate orders，And this does not meet his ideal value。In Fang Jianhua’s opinion，I hope Inman can adopt a flexible supply chain in the future，70% of orders have been duplicated。

Also，Yinman has also made adjustments to its products，This also solves the problem of Inman passenger unit price to a large extent。“We have added more 188bet mobile and the prices are higher、Products with better materials，Of course these products are also sold online，Only online sales are not high，For example, a shirt that originally sold for more than 300 yuan，After the customer sees the physical entity in the 188bet mobile store，Not very sensitive to price，188bet mobile sales will be better。At the same time，Consumers’ sense of product series、The quality requirements are stronger。”

The same as the domestic market environment，Yinman and Handu’s clothes houses are also changing all the time。At 188bet mobile stage，Everyone、Each brand may have a different understanding of new retail。Not long ago，Zhao Yingguang’s circle of friends revealed that Handu Yishe’s sales target for 188bet mobile year’s “Double Eleven” is 600 million yuan。It is reported，The main brand sales target for Double Eleven in 2016 is 200 million yuan，On Double Eleven last year，Handu Yishe Group’s actual sales exceeded 3.6.2 billion yuan。

For Fang Jianhua，The 188bet mobile territory has just begun，As for the entire clothing market，Yinman is just "showing off"。Before doing Inman，Fang Jianhua worked in foreign trade for ten years，It can be said that supply chain has always been his strength，The omni-channel is also of great help to Inman’s product management。Fang Jianhua hopes that Inman can reach 5 billion in size in the next 5-8 years，Online、188bet mobile accounts for 50%。

“However, I do not encourage all online brands to go 188bet mobile，After all, each brand’s development stage is different。No matter online or 188bet mobile，In the final analysis, what matters is product capabilities and overall operational capabilities。"Fang Jianhua said。

*Source of 188bet mobile article: WeChat public account "Chinese Entrepreneur Magazine" (ID: iceo-com-cn)，Author: Xie Yunzi，Original title: "An Internet brand，But 450 stores were opened 188bet mobile，The reason behind it is...》.