The cost of drainage on the online platform led by Taobao and Tmall is getting higher and higher. In other words, every time a new user is obtained, the cost of the business is much higher than before. The core of all merchants is to retain old users and acquire more new users.

These costs have even exceeded the cost of opening a physical store in third and fourth-tier cities. As a result, the clothing Amoy brand began the attempt to drop the line. Since July of last year, Inman launched the Inman + Thousand City Mills store plan, in just 8 months, signed more than 200, as of the end of last year, profit stores reached 80%, 20% of the application for opening the second store.

"Two legs" run up

Different from traditional offline clothing brands, Inman promises “zero initial fee, zero inventory and zero soft packaging” to support fans to start a business. According to Fang Jianhua, the founder of Yinman brand, each piece of clothing in the store is unique, only the QR code on the clothing tag can be scanned to obtain the price. The styles and prices of clothes are updated online and offline. Consumers can choose cash payment or mobile payment. After the payment is completed, you can also choose to take the goods away on the spot or return home to express. If the in-store merchandise is taken away by the customer, the owner can quickly complete the replenishment through the Inman Logistics system. As long as consumers have had a purchase in a physical store, they automatically become “fans”. In the future, the “fans” will continue to return to the physical store to buy, or to buy online, as the first “drainage” of the physical store from which Get the appropriate commission.

Fang Jianhua believes that this is a thorough combination of the supply chain system, the goods system, the price system, the membership system, the profit and service system, and it is a reshaping of the traditional commercial retail model.

However, this model has also caused the scrutiny and controversy of the industry, because it actually means that Inman needs to merge the supply chain with the original supply chain. At the same time, Inman's collaboration in the supply chain system, the product system, the price system, and even the profit-separation system is also a major challenge.

In fact, “Inman” hopes that the store under the line will become a showroom, and it will be possible to change the style frequently, and there are not many items in each style. However, for franchisees, replenishment has become a problem. This does not exist in the past clothing retail experience. Therefore, franchisees had to start questioning “Inman” to focus on online shopping when deploying goods. In other words, Inman's distribution system is not fair to offline stores.

In terms of inventory, Amoy brand only needs a large warehouse to meet the needs of consumers across the country, and the amount of the first order is small. The warehouse can only maintain the demand for a few days, after which it can scroll up and replenish according to consumer demand. The Amoy brand has many problems that cannot be avoided. The number of clothing yards involved in a physical store is much more than that, so the seasonal distribution has often reached 70% of sales in the current quarter, and the nationwide distribution of goods at the same time will cause a large amount of goods to be sold at the same time.

According to Inman, only 20% of consumers who choose to store in the store choose online delivery, and some other people are willing to wait a few days for the store to mention it. In other words, there are a large number of people who visit the shop and are willing to pay for the delivery in one hand. If the shop owner fails to sell the goods, it will certainly affect the business.

It is worth noting that Inman is not the first move for the offline market. Another Amoy brand name, “The Cracker”, which was in line with Inman’s name, had been tested in the water market in 2012, but it was not long and it has now been fully recovered. On the other hand, South Korea’s clothing houses stated that they will not consider the offline layout and will only wholeheartedly advance to the goal of “Internet Fashion Brand Incubation Platform”. Since 2000, China’s Internet clothing brands have tried to continue their attempts to use the line and have used various methods. However, there have been no successful cases so far. The reason is that the benevolent people are satisfied and the wise see wisdom. Will there be Internet clothing in the future? It is not yet known that the brand can achieve breakthroughs. "Now that many Internet brands are entering offline stores, an important reason is to consider the growth of corporate performance."