Ami brand ladies veterans Amoy, relying on what ranks Top10, sales increase of 200%?

AMII migrated three cities - Beijing, Foshan and Guangzhou. From the north to the south, AMEI has been tossing and every move is like a turning point.

In 2006, AMII was born in Beijing, a minimalist style women's shop. Three years later, in order to get closer to the factory, AMII moved from Beijing to Foshan, eager to expand but did not strengthen management.

After comprehensive big data analysis and industry judgment, in 2014, AMII relocated its operations and brand team from Foshan to talented Guangzhou to compensate for the talent shortage and inefficiency caused by geographical disadvantages.

This time, AMII is like a dark horse that is dislocated. As the Internet women's apparel industry shuffles, it catches up with the pace of the big forces.

In fact, AMII is the first batch of Amoy brands, as well as Korean clothing houses, Inman and Splitter. They all experienced the bonus period of Tmall Mall traffic, but AMII did not seize the early opportunity. Even when the trough is ranked close to 500.

However, as traditional brands have gone online, they have tried to get a slice of the market online; while the first-line oyster brands have entered the cold winter of capital, the flow of dividends has also stabilized, and the competition of the women's clothing industry in the Internet has intensified. According to industry insiders, this is no longer a good time for Amoy brands.

After eight years of silence, AMII, who had not seized the opportunity to take advantage of it, began to fly against the wind. In 2015, AMII had total sales of 430 million units, including Tmall flagship store sales of 330 million, a year-on-year increase of 200%. In May of the same year, sub-brands Moni-Figg and AMII children's clothing were launched at the same time.

Behind all this is a story of how an experienced and ambitious brand veteran has experienced a decade of hard work.

Sales increase, ranking drop

Like most Amoy brands, the founder of AMII is also husband and wife. AMII is the English name of Chen Qingping. Before 2009, the store’s name was “Yangyangzhi”. With a professional perspective on clothing and a reputation among friends, AMII has a loyal following at the beginning of its opening.

Chen Qingping designed clothes, and her husband Shi Song took pictures and showed them on the map. Choosing fabrics, factories, and customer service are their common tasks. At this time, Inman and Rift have not yet been created. Traditional brands are not on the line. The competition in the Internet women's apparel industry is not fierce. AMII took the lead and sales increased by a factor of 10, welcoming the store's first high peak.

According to statistics, Taobao's annual transaction volume exceeded 99.9 billion in 2008, becoming China's largest online comprehensive store at that time. In the face of surging Taobao army, AMII was pushed to the front and became a target for followers to follow suit.

AMII is located in Beijing and the cooperation factory is located in Guangzhou. Long-distance logistics is time-consuming and costly. The same piece of clothing can be regarded as logistics, design, and other costs, sold for 150 yuan, but other sellers only sell 120 yuan, or even 80 yuan. When the price war started, the AMII, who was unwilling to lower his profile, lost its advantage and its ranking quickly fell. The mom and pop shop needed to find a breakthrough.

This is the first trouble that AMII encountered. Shi Songping and Chen Qingping, who were full of fighting spirit, did not choose to give up and decided to fight for birds.

In 2009, Xiwu Garments Co., Ltd. was established and relocated to Foshan City, which is closer to the Guangzhou factory and cheaper. Recruiting horses is the solution that Shi Song thought. After the company recruited a large number of operational and administrative personnel, the rate of decline in rankings began to ease, and sales also increased.

However, another problem has emerged: human effectiveness is low.

Human efficiency (sales/persons) is an important part of Shi Songsong's costing. In the process of expanding the team, AMII, on the one hand, has limited local talents in Foshan. Although its headquarters is located here, it has reduced costs, but it is difficult to attract talents. On the other hand, management has not kept up with the growth rate of personnel, and the number of people eager to expand has led to overstaffing. Reduced work efficiency. When the decline was greatest, the company’s ranking dropped to nearly 500.

In order to attract outstanding talents, at the end of 2013, AMII moved its design and vision team to Guangzhou, and at the same time began to set up an operation team and paid attention to the use of big data.

Operations + Data: Rapidly rising real face

2014 is the watershed of AMII. In the eyes of his peers, AMII suddenly showed explosive growth and quickly advanced into the women's TOP list.

The flow of dividends has passed and the development of the platform is facing two ways. The first is to start from “small and beautiful”, and to increase users’ preference and premium by digging through categories and subdividing categories. The second is to adopt the "high quality, fast turnover" mode of operation, using data to speed up the operational efficiency of the company. The rapidly growing AMII benefits from both.

This year, Yang Jia, Yue Biao, MII, is responsible for brand operations. "The thing that attracted me to AMII was that it had not done any promotion before the operational team was established at the end of 2013." Such a white paper will be eager for anyone to change.

The operations team mainly did three things: refinement, rationalization, and clarity. First of all, the Yang family hospital occupies oh, oh, oh, oh, (19) 暾 ┐笃 ┐笃, 髁 髁, 髁 髁, 笨, 髁, 笨, 笨, 笨, 笨, 笨, 笨, 笨, 笨, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, ň勖, 14, 14, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, ㄍ, 恪, 恪, 恪, 恪嗲 涝擞 涝擞 涝擞 涝擞 涝擞 涝擞 涝擞 涝擞 涝擞 涝擞 怨 怨 镜 镜 镜 鼻 鼻 鼻 鼻 鼻 鼻 ? ? ? ? ? ? ? ? ? ? ? ? C C C C C C C C C C C C C C C C C C , Forming a virtuous circle; Finally, the brand's main change from "light extravagance, minimalism" to "Minimalist: silent beauty", based on the Western minimalist style, and established its sub-brand Amii Redefine Oriental minimalist brand Positioning is more clear.

Shi Song also saw the future direction of AMII: big data construction. "At that time, the role of big data was obvious. After the overall analysis, we not only got the sales status of the company, but also discovered the possibility of predicting the future life cycle of the product."

Do it. Initially, AMII used Excel spreadsheets to compile company data and summarize the company's development. For example, in the sales of clothing, T-shirts, skirts, shirts accounted for the proportion of how much round neck, V-collar, loose, self-cultivation accounted for how much; which products are more likely to out of stock, which season customers have strong desire to buy.

After accumulating certain data, the company integrated enterprise-level data and industry data, began to analyze the demand patterns, styles and colors in different seasons in the future, and set up data systems to make product forecasts. For example, in the minimalist style, search traffic for round neck, plain, and less printing is higher, and market feedback is also better. AMII can learn from data and adjust the R&D and placement of the design.

In addition, big data can help predict the model of the product's future full-life cycle. In the sales process, AMII has an understanding of product inventory and out-of-stock situation, and can also have a relatively accurate judgment and rapid response to the market's future demand, ensuring that stocks do not have a large number of stocks out of stock, and the efficiency of the use of corporate internal funds. It has been maximized. After any product is put on the shelf, it can make predictions for the future full life cycle and apply it to product design and planning. The accuracy rate is about 60-70%.

According to online public information, in 2014, there were more than 8,000 styles of Handu clothing houses, and more than 3,000 stench, Inman and Ousha. The number of AMII in this period was more than 700, but the sales increased to 110 million.

"In fact, we are an IT company. Clothing is a carrier and medium for our market demand." Shi Song believes that it is the data that really drives the company’s continuous development behind the scenes, and the use of data is a process-oriented enterprise revolution. When there are fewer and fewer processes, efficiency will increase. The data made AMII’s sell-out rate from 60% to a maximum of 90%, inventory turnover turned from 2 to 6 times, and human efficiency increased from 400,000 in 2014 to more than 1 million in 2015.

With the large number of traditional women's apparel entering the Tmall Mall, the investment boom in internet womenswear has dropped sharply. In the face of industry reshuffle, brands with large body mass have to first shrink their products to digest. Instead, it first adjusted the internal operating efficiency to the most reasonable level, and gradually expanded the product.

"Why are we growing fast? It is because when others are doing strategic contraction, we start to expand in the opposite direction." Perfect data analysis coupled with good operational results, makes AMII's internal operations a reasonable degree, and then continue to expand efficiency and product volume. AMII, who has already prepared his homework, has made a glimpse of the road ahead.

Minimalistic multi-brand business

What is minimalism in the end? Open the AMAI shop home page, and you will see a cool desert face model with a sense of distance, full of gray and black “sexy” colors, and a background with a mix of architectural elements.

At present, the group extends the minimalist category to all dimensions and strengthens it. The main brand AMII is the minimalist style of Europe and the United States; Amii Redefine is a minimalist with oriental features. Manifique represents a retro, romantic style. AMII children's clothing is a continuation of the AMAI European style in children.

Of course, AMII and its unique minimalist style contain far more elements and spirits.

Shi Song was always talking about the topic of "Minimalistness". "Our minimalism is extremely simple." For designers, doing additions is easy and subtraction is difficult. In terms of brand positioning, AMII extracts neutral elements as a brand element from a variety of minimal, romantic, neutral, free, and artistic styles, and removes the concept of light luxury, focusing on Western minimalism.

The merger of Minneapolis, the luxury brand under the offline line, is an entry point for the development of AMII offline. After seeing Inman's opening of the "Thousands of Million Stores" plan, AMII also wanted to expand its business through online and offline integration, low input, and rapid expansion of business models.

Shi Song told reporters of “The World Online Business” that it is currently negotiating with some investment institutions for financing matters. In the second half of the year, it started to launch offline channels, doing 020 model, including expanding sales channels, cooperating with celebrities, strengthening brands, and omni-channel layout. .

Today, AMAI has been exposed for 10 years.