Amoy brand Inman: "Play" marketing "Le" brand to create a unique original vision

10 million for 10 minutes, 5 million for 30 minutes... In less than an hour, this figure has already jumped to 10 million. At the site of the Yeeman brand operations center, all people held their breath and focused their eyes on the large screen on the wall. A set of prominent sales data on the screen quickly changed with the rhythm of time, and it was like stress. The air pump is violently moving.

On November 11th, just after the data was processed, the Rubik's cube began to swiftly behave. In 1 hour 10 million, dozens of goods were snapped up in 15 minutes, breaking the sales record of 1787 last year in an hour and a half. On the day of the 1111 shopping carnival of Tmall, the cotton and linen original women's brand Inman, Alipay sold 320,000 pens, and sold 70 million yuan a day, surpassing the traditional women's brand of PK, and maintaining its position as the first women's cotton brand. .

According to official announcements, Inman's sales of more than 300,000 orders will be completed within 48 hours, which is 2.2 times of the transaction volume of last year. Customers are expected to receive parcels in the next 5-7 days.

It is reported that Tmall 1111 online shopping carnival sales record exceeded 19.1 billion mark this year, and the Amoy brand, represented by Inman, ranks the top three, accounting for nearly 3% of the market.

However, Inman's founder Fang Jianhua stated that, unlike in previous years, the Inman brand has not established performance-based assessment targets this year. Looking back at the trajectory of Inman's success, the following clues were found.

Yinman brand founder Fang Jianhua doubles 11 opening ceremony

Self-challenge Rich brand categories

Since the beginning of this year, Inman has insisted on the unique branding of "cotton and linen artists", and at the same time as "a simple yet elegant, individualized but unassuming" product style, it has also focused on upgrading the brand's product experience and richness.

Since May, Inman has continued to enrich its product system and increase its product range while maintaining product quality. Introduced shoes, bags, accessories, scarves and other categories of cotton and linen women's clothing, independently developed high-end series, so that the brand image has been further improved, high-end series this year has accounted for 10% of brand sales, is expected to 2013 Hope to reach 20% of the proportion.

The "cotton/hemp artist" gradually turned to the original cotton and linen life brand. For this year 1111, Inman has prepared 180 special contributions, so that the total number of double 11 models reached more than 1,100, this style of supply intensity, for an Amoy brand development team, is definitely an unprecedented challenge.

Create a unique original brand vision

In 2012, Inman teamed up to create a unique brand visual image. Based on the style of cotton, linen, and twist, independent development includes the brand markings of Inman Expression, Yinman Fonts, and Yanman Brand Image Dolls, forming a complete brand vision system. Some of the customers said in the comments that even if the word "inman" is not seen, the style of the clothes, the Wangwang expression and the packaging box alone will make it possible to recognize that this is the Inman's baby.

It is understood that Yinman brand vision by professional image planning and shooting team. On the eve of the double 11 this year, Imman's first brand advertisement “Breathing, Heart Breathing, Seeking, Dreaming, Touching, Happiness” landed on Jiangsu Satellite TV, and was broadcasted for ten consecutive days from November 1st to 10th. As a result, it has become a minority of Amoy brand women's brands that have launched brand advertisements in powerful domestic variety television media, which greatly enhances the brand image of “Yan Man Cotton Artist”.

Inman double 11 brand image

"Play" Marketing "Le" brand

Inman's brand marketing strategy, Inman continues to introduce new. In August, the four-year anniversary of the “Yinman 72 Hour Yinyue Festival”, with music as the conductor, tandem the entire marketing theme, performing chorus (buy), heartbeat melody (second kill)... In just three days, it created a sales miracle of 11 million.

Since this year, Inman has paid more attention to online interaction between brands and customers. Through the new media such as Weibo topics, mobile phones, etc., involving customers. The Weibo singles contest selected “Loved Women after 80′′, which has been launched for less than a month since October 16. More than 110,000 people participated in the topic forwarding, covering more than 2.3 million netizens.

"We have introduced marketing in our fun, combined marketing with pleasure, and created performance," said Fang Jianhua. With the increase in brand awareness, more and more consumers are aware of Inman, and more and more people are searching for Inman. The flow of Yinma flagship stores has gradually begun to increase, creating a virtuous circle.

In addition, Yinman's shopping experience has also been continuously improved, in Tmall's first 30 days no reason to return, launched for the old customers "Shi Yin" monthly, cotton linen and other member gifts, won a lot of repeat customers. As of August, Inman's loyal customer base increased by 66% compared with the same period of last year, and the search index for brands on the shopping platform increased by nearly 150%. The vast majority of customers are mainstream online shopping consumers aged between 25-35.

Since June, Inman's monthly sales have increased by an average of 70%, from 300,000 to stable at around 1 million. Based on the comprehensive data, the accurate customer positioning of Yinma Brand has been verified by the market and consumers, indicating that E-commerce's original brand represented by Yinman is becoming the e-commerce brand's vane.

Tmall, the founder of the Amoy brand, Jin Guang, predicted at last year’s “The 4th China Apparel E-Commerce Summit” that in 2012, the Amoy brand will continue to lead and the original brands in the segment will continue to emerge. . At the same time, it also affirmed the originality of the Inman brand: “Inman is a representative of originality, positioning is also very precise, in Taobao groping for a year or so, slowly found the brand design concept, this with the line of The same song as the second.