Hui Mei "Magic Fan": Fashion Brand Incubator Platform To Create A Red Man Economy

Zhang Dayi 2016 was the first year of net red.

As a humanized IP, they can not only rely on personal charm, but also at the same time.

Relying on the ability to absorb gold can also be seen in general: last year, double eleven, Tmall every 7 clothes, one is net red sold.

MOFAN is an e-commerce company aiming at the fans economy and dedicated to the realization of IP. It belongs to the Hui Mei Group.

It takes star artists, Internet Celebrities, film and television culture IP as a starting point, starting from the fans' love and needs, thus creating shoes, clothing, skin care products and many other categories.

Brand, and create a commercial platform for all channels.

Since the launch of the project in 2015, the average monthly sales volume of the magic brand has reached 5 million. It has hatched the brand of Xie Meng, MUSCLE DOG and ninth pieces of sea. This year, the Guangdong mobile Economic Association has chosen it as the "most commercial value Red Man economic platform".

Targeting fans economy

Zhang Yingxuan (flower name: Yi Fei), founder and CEO of "magic fan", vice president of Hui Mei Group.

Exquisite makeup, tiny curly hair, high face value, her tone of voice is elegant and steady, and professional experience and accumulation have unique advantages for Yifei as a brand of red man.

In 2013, he entered the Hui Mei fashion group, which was responsible for marketing and brand promotion. He was the principal person in the variety show and won the golden prizes and other marketing awards.

"Hui Mei Group has been working hard for 18 years in the clothing industry. It initially made a ODM (foreign trade foundry) company, and later embarked on the road of Internet brand". Its founder, Yin man brand, was stationed in Taobao mall in 2008 (now Tmall). It won the 2013 double eleven women's wear champion, followed by several brands of incubation and mergers and acquisitions. In just eight years, it has owned more than 10 brands such as Yin man, Chu Yu, and left life, and so far, the experience shop has opened to more than 200.

"However, last year we saw that the trend of the Internet is changing."

What is the change? It is the new media and the trend of fans becoming more and more social.

First of all, as a humanoid IP, net red has its own way of development, that is, from "eye attention" to "brand development".

At the same time, for the new generation of young people, a new generation of fans, they are courageous to pursue their own personality and fashion, and form a community with the same fans.

This gives birth to a new economic form: the community business of the fan economy.

Based on this new situation, Hui Mei Group launched the magic fan project. "Unlike the ordinary companies, they call the net red incubator, and we want to make a" new generation of fashion brand incubator ", and become the benchmark for the new model of the red man in the future.

Yifei preached.

"The biggest difference is that we are directed by reverse direction.

A red man actually represents a group of fans, starting from their needs, mining a taste and tonality, and then refining a brand tonality, and ultimately create a new generation of fashion brands.

Yi Fei said that its brand positioning was recognized by fans, but it needs a lot of traffic resources to cultivate.

In the 07 and 08 years, there was a large volume of dividends at the time. In the past two years, the timing has been very different.

And demon fan, the community electricity supplier with its own traffic volume, will become the first batch of crab eating people to redistribute the flow or even remodel business models.

Brand incubation & product supply

In September 15, 2015, demon's first brand went online.

She took this as an experimental project to see if such a pattern can be recognized by the market, and whether it is efficient.

"I did this part-time job, and I was still responsible for the work of EMMAN."

Yifei said with a smile, "but soon found that in the first brand store, the traffic conversion rate reached 10%, which is 5-10 times that of our new online clothing brand.

Generally, a new brand of women's clothing stores can convert 1% of the volume into a good one.

Why is there such a high pformation? After analysis, she finds that the red people can better understand their fans' needs and make good brand positioning.

Therefore, the company also needs to work hard in brand positioning.

In the first step, they carefully analyzed fans' data, including gender ratio, distribution area, occupation, and all micro-blog's comments on fashion keywords.

According to the market electricity providers big data, such as the analysis of fans preferences through the magic cube.

Next, analyze the fashion photos released by the red man.

Equipped with design director and designer team, the style is decided to become a product brand planning case, including different series and price segments, different categories of collocation combination.

At the same time, we will find out the location, price and hot selling category of the same type brand stores in the market.

In order to get fans' support and open the market, we can greatly enhance the efficiency of a new brand incubation.

The ability to realisk industrialization of IP is the business mode of magic fan, and the brand of new generation should be tested by personal IP.

So how do we get net red resources?

For the choice of the red man, "magic fan" has its own standard: first, some star artists, magazine editors, well-known fashion bloggers, etc. have high fans and high-quality red men.

They have to interact with fans, create interesting content, and have a high degree of compatibility with fashion.

"We are seeking strategic cooperation with film culture entertainment companies, fashion media and so on to screen potential artists and celebrities."

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However, the category of net red is not the same. She adopts hierarchical management, and different levels of red people correspond to different business operation modes.

The head net red is personal branding, "I have fan base, and meet the requirements of brand partners, I will start his personal fashion brand".

The waist and the following red men are responsible for the cooperation of other vertical products, such as personal accessories, cosmetics, and service to existing brand activities.

"Some of the red people are not suitable for building personal brands, such as a anchor for a good night program. Most fans are only on the radio. They belong to a small network of red, which is not enough to support a brand. We have made her a set of exquisite pajamas and some mask products, so this fits her very well."

At present, there are more than 1000 red man resources in the fan fan business, and about 10 brands are launched.

The way to cooperate with the head net red is to invite them to become brand partners and divide them into a higher proportion.

In December 2016, the company ushered in a big turning point -- approached the brand DREAMY of Xie Meng.

"Xie Meng as the top 30 net red, the brand broke out on the line, the new day 5 minutes close to 100% of the sales rate, 3 hours sales exceeded 1 million 600 thousand yuan."

"But we do not make a net red harvester. Whoever is red will sell his things.

Every red man and her shop are shaping the brand direction, which is the longer term value for both sides.

Fang Jianhua, chairman of the Hui Mei Group and founder of the Yin man brand, had previously shared the experience and views on the red man fans' economy.

1. now, the Internet red shop will soon die.

These lack of brand building and operation experience, without the supply chain capabilities, the product base is worrying.

It will be very risky to do only cash realisation business.

2., net red has gone to the stage of knowledge economy, and its value depends on its face for a long time. However, many net red companies are still spending money to grab the traffic.

In the future, only by combining knowledge content with flow rate can we establish a personalized brand.

3. "magic fan" first put forward a model based on the red man as the community electricity supplier, and let the red man pform to the founder of the brand and the brand partner, and then form the personalized fashion brand, and "magic fan" is their platform.

In my opinion, the brand is "Idol" in the future.

Good things can move people.

Hui Mei Group is a "product control" and "brand control" company. It knows that it is still quality and user experience to win in the baptism and elimination of the market.

How to make products well?

First, product design.

"If you want to be competitive, you must have originality."

Therefore, the design team has set up a self-designed product which accounts for more than 90%. It also allows buyer designers to refer to the trend and trend in the market.

Next is the supply chain system.

"Hui Mei Group's brand operates independently, but the whole supply chain system is the same. With 18 years of experience, demon fan has made many detours."

"Magic fan" adopts mature flexible supply chain, applies big data analysis, divides every link, and improves the serial supply chain mode to parallel or semi parallel mode through the way of "arrangement and combination".

In this way, we can make the links in advance, overlap or overlap, and speed up the reaction.

Management is information-based.

"The intelligent management system of Supply Chain Management (SCM) developed by the group has achieved the order of informatization, and all the information of cost, control, cycle and so on are open to cooperative star Reds."

"Many red people's clothes are not labeled at all, and there is only one name on the tag."

Yifei attaches great importance to details: the content, composition and quality inspection of products are printed on labels, and bar codes are used in international code 69.

To do a solid job well, we must also exert our efforts in diversion and operation.

Operation + diversion completes commercial closed loop

On the operation, "magic fan" carries out the whole channel under the line.

Online, Taobao, Jingdong, Tmall, vip.com, mogujie.com and other platform sales, plus WeChat mall MOFAN.

In 2016, the company entered into strategic cooperation with micro-blog's Internet traffic portal, watching and buying Youku videos, and opened up channels for e-commerce and streaming media.

Hand in fashion COSMO, carry out fashion content release, brand operation.

"Our cooperation network has a certain fan base, so we should start from this group of people, and then spread the two times to the people around us."

Under the line, fans' meeting will be held to enhance the viscosity and commonness of fans and improve the conversion rate of products.

At present, distribution channels have also been developed.

"We have a fitness brand called muscle dog, and the founder is fitness net red.

He led a group of fitness enthusiasts, fitness champions, KOL, and eventually became our distribution partners.

In the future, "magic fan" plans to use direct + franchisee approach, so that 020 of the overall operation of landing.

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Since it's a social business, community content operations and fan management are critical.

How to do this well so that fans can be successfully guided?

"Magic fan" has distributed its content and products on new media such as micro-blog to attract fans. It has also set up official micro-blog to enable high-frequency interaction between red men and fans. Organizing activities on WeChat and other platforms, "we have a red man holding a sharing meeting in WeChat, which is a lecture on summer weight loss."

Under the line, fan meeting will be held to strengthen the viscosity and commonness of fans.

At present, demon fan has 15 million fans in the whole network, and these fans are pformed into brand store fans by trading.

"We call a brand of ninth pieces of sea, and its 80% traffic search comes from brand search, not the red man itself, many fans become customers, the conversion rate is very high."

Yifei said, "finding fans is the most difficult part of a new brand. Some people spend money to buy traffic, but they still can't find a precise crowd, and they may have to adjust their prices and products according to their customers, which will consume a lot."

Fan fan is a customer. If he completes the product, he will not worry about the flow. In turn, he will add fans to the red people and add value to the continued popularity of the red man.

Some red men grew by about 1000000 fans in the past few months, and these fans were pformed into brand store fans by trading. The rate of repeat purchase was 50%, and the three DSR scores of shops were 4.8.

In 2016, the sales scale of demon fan was expected to reach 3 hundred million.

At present, the company is financing publicly.

It is hoped that investors with industrial resources can be bigger and stronger together, such as cultural and Creative Industries Fund and listed companies.

Net red, products, community, content, operation, magic fan, through these 5 dimensions, to build IP commercial realization, and hope to improve continuous liquidity through valuable content.

In the future, demon still takes IP's content operation as the core: first, humanoid IP, continue to help star artists and reformers build new generation brands and launch series products; second, the film and TV industry IP, in the second half of the year, the company will launch network dramas and movies in succession.

The sustainable development of a net red IP must be branding, whether it is brand personalization or personal branding.

"Traditional brands will also gradually become personal. Chanel can not always be miss Chanel. It must be the personal representative who is most suited to her spirit at that time to show the contemporary trend, which is brand personalization."

"If you want to keep on developing, you can't just show what you eat and play every day, but spread a spirit, a way of life, a kind of tonality, and this kind of content is of continuous value. This must be professionally operated by the team, and the spirit should be distilled to form a culture and expand in the fans community. This is the direction of the future."

Yi Fei said.