Amoy Brand Han &Nbsp; Three Billion Women'S Clothing Brands.

In 2008, 17 employees had an annual sales volume of 1 million 300 thousand yuan; in 2009, 180 employees.

At the beginning, there was no concept of clothing.

Before the end of 2007, Zhao Yingguang, general manager of Korea's clothing house, sold cosmetics sales and radiation protection maternity clothes on the Internet, but the results were not satisfactory.

When he could not find the direction, he went to Korea to find a friend to play, an unexpected introduction, met a president of an e - commerce company.

"Before I went, I thought," a website can sell 100 copies a day, but at the end of 2007, the company made four and a half years, sending it to 40 thousand single day. "

So he asked the president of the Korea Companies how to do e-commerce.

The president of the Republic of Korea gave Zhao Yingguang three motto: first, to make women's clothing; second, to have its own brand, not to sell other people's goods; third, many styles and quick updates are the magic weapon for women's wear.

After returning to reality, Zhao Yingguang returned home and gathered with some friends to discuss the sale of women's clothing on the Internet.

But the difficulty is that no one of them knows the brand operation and has no concept of clothing. Besides, there are no good fashion designers or good processing factories in Ji'nan. Under such conditions, Zhao Yingguang wants to create a brand of women's clothing.

However, after seeing his shortcoming, Zhao Yingguang also found his own advantages: he graduated from the Korean language and worked in South Korea for many years.

"A women's clothing brand from Ji'nan seems to be nobody's endorsement, but if it's a Korean brand in Ji'nan, it feels good."

After the product style positioning, because of the short design and production strength, Zhao Yingguang decided to make channel brand and start from purchasing.

"Because purchasing is better, but at that time, we didn't want to buy it all the time, just to train and train people who think we know design and clothing, so that they can understand the Internet again."

Zhao Yingguang started from purchasing, and nurturing his "four new people" - Korean, design, Internet and marketing.

After that, Zhao Yingguang set up a "buyer" team. His buyer was a person who buys clothes in South Korea, that is, the "pick up division" of Han Du Yi she.

"No designer group, because the level is not enough, so far, there are about 31 buying groups. In 2011, we hope to achieve 100, with 5 to 6 people in each group."

Zhao Yingguang said.

In addition, Zhao Yingguang also set up a branch in Korea. Each buyer group is concerned about the product dynamics of 10 to 20 Korean brands. Meanwhile, the buyer group also maintains close business ties with many Korean brands.

This ensures the depth and breadth of product mining.

Vigorously promote brand after peer disdain

Zhao Yingguang is still proud of his innovative purchase.

At that time, all Korean purchasing brands would write Korean brand names in the product name. However, the general profit of Korean clothing purchasing agencies was 10%. After the purchase of many shops, the competition was fierce, resulting in no money for each store.

"We began to innovate, the original brand name is hidden, the product name is written before Han Du Yi house, each product price on the basis of cost price multiplied by at least 2."

At that time, a purchase online shop twenty or thirty days a day already very good, Zhao Ying was crazy when he had 500 new models.

"After our customers came, there were lots of new items coming up every day. After looking at it, they found that other shops could not find this one, but they liked it very much, and even if they were very expensive, they would buy it."

After 7 months from March 2008, Zhao Yingguang made the first place on Taobao online.

Even so, many colleagues have a slight "contempt" for the Korean family.

"In fact, Taobao is very skeptical about us, including when I go to Hangzhou and Beijing to attend some meetings, some people will say that your Korean home is not a seller. It's a mess.

You are a seller, don't tell me what brand and ideal. "

Zhao Yingguang recalls.

Though despised by peers, Zhao Yingguang was actually very happy in the days of 2008 and 2009. "It's like buying stocks at low prices."

After riveting for two years, he felt that he was almost ready.

In 2010, Han Du Yi began to vigorously promote brand promotion and supply chain integration.

First, Zhao Yingguang signed a $3 million advertising contract with Taobao.

"In December 2009, our sales volume just passed 2 million. When just over 2 million, Taobao came to ask us," do you want to sign a framework and sign an advertisement? "

After that, the buyer group of Han Du Yi house began to scale up and intervene in production.

"Like all of our amateur brands, all brands are facing quality problems, so we intervene in production and integrate upstream supply chain."

Zhao Yingguang said, "reverse integration of product quality, so the clothes of Han dresses are not as bad as they used to be, they will get better and better, and the customers' viscosity will continue to grow."

Last year's crazy performance was closely related to Zhao Yingguang's 3 million yuan advertising investment.

However, the advertising quotas of major websites in 2011 have generally risen, and this year's marketing cost will be greatly improved for the Amoy brands that rely on advertising.

What they need to do is to make their marketing more accurate, to make their customers more loyal, and become a brand with many fans.

Of course, it takes time to test.