做文艺女青年的网上衣橱

从外贸到电商再到○2○尝试,茵曼始终在思考如何更加靠近自己的目标客户——一群不好伺候的文艺女青年马云通过视频连线茵曼创始人兼CEO方建华的时候,出现在视频里的方建华穿了一件白衬衫,一本正经地坐在电脑前总结茵曼四年来参加双十一的战绩。这是2013年11月11日晚11时。就像只看到新闻主播穿着笔挺的西装播报新闻,而看不到他因天热下身穿着大短裤一样,谁也想不到方建华连线的时候,下身正穿着一条黑色短裙。

Inman：An Online Clothing Closet for Fashionable Youth

November 11 at 11 o’clock at night lack Ma connected through video chat to the office of Inraan Founder and CEO Fang Jianhua.Showing up on screen wearing a clean white shirt Fang diligently described the results of Inman’s Singles Day promotions over the past four years.However,much like a news broadcast where unbeknownst to you the suit wearing anchor is actually wearing shorts under the table,the seemingly formally dressed Fang Jianhua was actually wearing a short black skirt as he gave his report.As it turns out that night the Inman offices had decided to hold a cosplay party,led by Fang Jianhua himself,to celebrate and relax after that day’s huge Singles Day promotions.Singles Day is very much a time for huge celebration for many Taobao brands.In a single day Inman sales reached 120 million yuan launching the company into the top spot for women’s apparel.Throughout the company’s evolution from foreign trade to ecommerce to its 020 attempts,Inman has been constantly looking for ways to get closer to its target customers- China’s often fickle and hard to please young women’s demographic.