Yinman's mobile strategy: do a good job in the community do not sell

July 10th news, the Internet cotton clothing brand Inman founder Fang Jianhua said that at present, Inman's mobile sales accounted for about 50%, the next five years will certainly exceed 70%. Yinman Mobile Division has no sales KPIs. Its positioning in the first year is to be a mobile community and there are no sales requirements.

Fang Jianhua said frankly that R&D and talent input at the mobile end may not see significant benefits in the coming year. The first phase is to do a good job of laying the foundation. “This year, Inman will focus half its efforts on the basic work and not worry about the growth issue. According to the current growth point, there will not be much problem in the future. The first step is to let Inman fans gather on mobile. , and facilitate their exchange of collocations, preferences, travel and other life content."

In addition, Fang Jianhua also told Yibang Power Network that Inman had set up a mobile division, some of whom were veterans of the PC side. "PC-side thinking is the PC-side thinking. The mobile-side thinking is the thinking of the mobile terminal. I moved the mobile business department to a new office location. I hope that they will not use inertial big-screen thinking to think about the mobile terminal and completely throw away inertial thinking. Go to another world."

As for how to identify the positioning of Internet brands in the era of mobile e-commerce, Fang Jianhua believes that the traditional Internet view holds that brand positioning is large and there are thousands of stores under the line, but such brands have invested a lot of money online in the past few years, even One million a day, but with little success. The reason in the final analysis is that this is because in the era of mobile Internet, the greater the positioning, the more fierce competition in the pool, while the categories targeted at individuality, originality, and small subdivision have all achieved great success.

In addition, Inman currently has 2.71 million fans. According to the sales data in the first quarter, the proportion of wireless-side transactions reached 40%, and the traffic ratio reached 60%.