2014 Apparel Brands of the Year Award Wins Internet Women Brands

Since the launch of the China Fashion Brands Annual Award in September 2013, according to the three data sets of “Commercial Coverage Statistics”, “Consumer Survey” and “Industry Expert Survey”, the “Grand Award” nomination review list has been put forward. After the deliberation of the nomination panel composed of authoritative experts, the award nominations for the brands were generated. At the award ceremony on the 26th, the cotton and linen artist Inman succeeded in breaking through the most original products and the most modern marketing, and finally won the annual marketing award, becoming the industry's new vane for China's original clothing brand.

In 2014, the annual award of China's clothing brand celebrated its 10th anniversary. That night, the highest-level "Oscar" stage in China's service industry ushered in party and national leaders, leaders of various ministries and commissions, cultural elites, celebrities, performing arts stars and other award-winning brands, awards, awards, live more clothing, fashion Over 2,000 people, including industry stakeholders, business representatives and media representatives watched the ceremony. In the past ten years, the annual review of China's apparel brand annual awards has covered 50 cities, conducted 100,000 telephone surveys, received 26 million terminal tickets, and more than 1,000 brands participated in the award. This honor and trophy is for Inman. The 9 award-winning brands are well deserved. This time, the highest award was awarded to Inman for its courageous change and innovation in the clothing industry in the past year. It is also an achievement for this vibrant apparel company. The best reward. It has special significance on the occasion of the tenth anniversary of the grand prize...

For the industry, the “Grand Prize” completely and clearly outlines the growth track of the development of China's independent apparel brands, and draws on the brands with industry exemplary values ​​and practical significance in the development of Chinese garments, and thus forms the entire apparel industry and even the entire national economy. The reference value. At the same time, it also played a leading role in the development of the new strength of the Chinese clothing brand, and is a barometer to test the health of Chinese clothing brands.

The five core definitions define the value of the "Grand Prize"

For the media and the public, there are tens of thousands of clothing brands in China. From what perspectives do you define the “big prize” value of brands such as Inman? Why is Inman, Lou Letir...? In this regard, reviewing the ten years of the development of the China Apparel Brands Annual Awards and the ten years that China's apparel brands have gone through, the relevant parties have refined the “brands” in accordance with five core keywords and the influential cyber brand Inman in recent years. "The significance and content of the award.

Discovery and inspection. The annual award of China's clothing brand focuses on tapping brands that have a pioneering role in the market, interpreting their advanced nature, and bringing new references to the industry.

It is reported that the cotton and linen artist Inman as the Internet's original women's brand of big coffee-level figures, the number of members of the entire network reached more than 3 million, annual sales of 300 million in 2012; double 11 single-day sales of 70 million; double 11 in 2013, Inman grabbed a record of sales of more than 120 million yuan a day, becoming the industry's first, with annual sales of 760 million yuan. Inman once again announced his great power in the e-commerce platform.

According to industry analysis, Yinman brand as the original brand of the Internet and keeping abreast of the pulse of market development is a witness and typical example of the vigorous development of China's e-commerce brand. However, careful analysis of the market and consumer choices has its own reason. Sex and reference to the industry can be summarized as follows:

Differentiated brand positioning

Yinman is positioned as a "cotton and linen living art brand" and its consumer group is middle- and high-end women aged 30 or so.

In 2008, Inman settled in Tmall and became the first original residents of Tmall. During this period, the entire Taobao Women’s environment was dominated by Korean style and the target age range was 18 to 25. Yinman locked the consumer population is a psychological age of 25 years of age, the actual age of 30-year-old women, most of them have happy families and children, to determine the differentiated brand positioning.

Its branded apparel fabrics are mostly made of cotton and hemp, which is highly comfortable and easy to clean. It also meets the green consumer concept of modern people returning to nature and longing for the original “slow life”. At the same time, with the "smooth and simple, personality and not publicity" design style, Yinman this Amoy brand loved by the majority of consumers, especially advocating personality, love fashion urban white-collar workers.

Supply chain reform

Baidu search "inman", it is not difficult to find, Yinman brand founder and CEO Fang Jianhua, had interviewed the media for many times on the supply chain. In recent years, Inman has made various reforms and attempts in the supply chain to improve the quality of fabric accessories, optimize the matching process between operations and supply chain, and improve the accuracy of style sales. , as well as balancing the quality and speed of the manufacturer, performed system optimization and upgrades.

In optimizing the operation and supply chain of the docking process, Yin Man highlights the fast and unbreakable design process, insisting on the single-based production methods. The early planning of clothes is very early, so as to allow more time for fabric planning, product testing, and later product packaging.

Market-oriented innovation marketing

This time, the Chinese Fashion Brands of the Year Award, Inman as the only winner of the "Marketing Award" among the more than 1,000 participating brands, what kind of marketing strategy to win this honor has attracted considerable attention both inside and outside the industry.

According to Inman's introduction, in the Internet era, consumers are more concerned with participation and hope to interact with the brand in multiple dimensions. In particular, the consumer groups that Inman is facing are ideological and assertive literary women who pay more attention to word of mouth. And experience, not blunt advertising. Therefore, Inman pays more attention to the customer experience, information sharing, and communication marketing.

In 2013, Double 11 Inman launched a variety of fun marketing activities and interacted extensively with consumers. The pigeons’ marketing interactive games conveyed the original and ecological “slow life” brand proposition. Subsequently, the "Twisting Competition" was launched on the official Weibo, and it successfully squeezed into the top 5 hot topics on Sina Weibo, and was promoted by Sina Weibo as a successful marketing case for the company.

At the same stage, Forman firstly combined with the three major Internet original women's brands to carry out interactive marketing of the "Recovery Single" project, to Yunnan to shoot microfilms with the theme of "Recovery and Singleness", and packaged Dragon TV's 256 ad periods during the day to bomb Advertising, creating an industry precedent. Advocate women now, brave self-pursuit, even if only one day, recovering single, and girlfriends together online shopping carnival double 11.

#Recovery Single # marketing project was successful in one move, causing widespread concern within and outside the industry, consumers, etc., and finally won the Gold Medal Award for the Women's Gold Medal at the 2013 China E-commerce Effective Marketing Award.

Ruler and honor. The excellent brand of China's garment industry, represented by Inman, has constantly changed itself and is determined to innovate under strict standards and standards, echoing the inspection function of the award. According to the China Apparel Association, the final award-winning brand assessment needs to be evaluated through elections such as consumer terminal polling, telephone surveys, online voting, expert voting, and evaluation by an authoritative expert group. Inman and other award-winning brands are not only awarded on the award platform. The public's recognition has made it a fast-growing brand for China's garment industry. This heavy honor is a testament to its own glory.

Cohesion and responsibility. On the platform of the awards, cohesion and responsibility are used as key words. Chinese apparel brands have been brought together to present styles, publicize cultures, compete in learning, work together, and gather wisdom.

According to reports, one of the company's corporate values, is the spirit of the sea, reflected in the company's cohesion and tolerance. At the awards ceremony, Fang Jianhua, founder and CEO of Yinman Brand, delivered an award-winning speech and shared his experience in entrepreneurship and brand management. For the fulfillment of corporate social responsibility, Inman has partnered with Alibaba’s Public Welfare Department and Yanjing Fund to work on public welfare and help more impoverished children. In the Yaan earthquake of 2011, Yinman donated more than 4,000 pieces of clothes. At the same time, Ya'an all orders were free.

Value and excellence. The award platform lasted for 10 years. Many brands participated in the development of the awards. The Inman brand also gradually completed the development from excellent to excellent. Gradually grow into a respected brand. As an Internet original brand, Inman, while maintaining its unique industry influence and social influence, persisted in creating cost-effective products for consumers. Its proclaimed “slow life” brand claims further aroused people’s awareness of the modern fast-paced belt. The reflections on various life issues have also aroused the resonance of consumers who respect nature and healthy life. They have demonstrated excellent performance in the market and played an exemplary role. This has played an important role in the prosperity of Chinese clothing brands. Or lack of role.

Change and dreams. The China Apparel Brand Awards draws on the brands with exemplary values ​​and practical significance in the development of Chinese garments, and then forms a reference case for the entire garment industry and even the entire national economy-leading industry. This complete and clearly outlines the growth trajectory of the development of China's independent apparel brands. Yinman, as the original online women's clothing brand, was born with the birth of Taobao Mall. With the unique charm of cotton and linen artists, it became the main force of online shopping platforms such as Tmall, JD.com and Vipshop. With the development of Inman, innovative marketing methods, cost-effective products and caring services have innovated the traditional business model and become a model of China's original brand. Her development is the enrichment and witness of China's rapid development of online shopping, and the entire apparel industry. The development has an active role in promoting, In the process, Inman also completed the gorgeous turn from the network brand to the mainstream brand.