Han Du Yi Zhao Yingguang: How Far Can The Buyer System Go?

It can be proved that by the end of 2009, this newspaper had interviewed a company engaged in online recruitment, A, which is the earliest Internet company in Shandong. Its establishment time is "several months earlier than 51job", but its scale is not comparable with 51Job.

Even so, A was still the largest Internet company in Shandong at that time.

In its founder's view, the local government's focus is still on traditional manufacturing.

Han Du Yi house is called the "alternative" of Shandong's Internet industry: in the 3 years since its establishment 2008, revenue has set a record of 1 million 300 thousand yuan, 13 million yuan and 100 million yuan respectively.

Out of similar curves, there are also the number of their employees, from 17 in 2008 to 180 in 2009, and then to more than 400 in 2010. At present, this figure has been refurbished to "more than 800 people".

On Taobao, Han Du Yi house can take the first place in the "monthly sales list" for 55 consecutive days.

This lets IDG partner Yang Fei think, "Han Du clothes house is very special".

In 2010, IDG injected tens of millions of dollars into the Korean home.

In Yang Fei's view, on the one hand, e-commerce has become the hottest and fastest growing field in recent two years. On the other hand, the so-called electronic commerce is only a tool. "Business" is the core.

10 years of entrepreneurial preparation

Looking back on the 10 years of serving in state-owned enterprises, Zhao Yingguang thought that "every job is not done for the leader, nor is it for the wages."

The creation of Han Du Yi house and the process of going to this day are regarded by Zhao Yingguang as the way of life.

In fact, in the 10 years of the end of 1997-2007, he worked in a large state-owned enterprise in Shandong province. He graduated from Shandong University with a major in Korean. He was sent to the South Korean branch, mainly engaged in government reception, labor management, foreign trade and other businesses.

But if you judge Zhao Yingguang's lack of Internet genes, or think that he is less shallow than Internet entrepreneurs, you will be strongly opposed by him.

"I am

As early as in 1987, Zhao Yingguang studied in the middle school to set up the "national computer group", Zhao is one of the 6 members of the group.

Since then, computers have always been his interest, and even in the 4 years of University, "in addition to Korean majors, basically spent in the computer room."

The development of e-commerce in Korea has made Zhao Yingguang, who works in Korea, realize the convenience and opportunity.

As early as in 1999, after the establishment of eBay, he has been paying close attention to it, and constantly doing market research, preparing for online store opening.

In the 2002-2007 years, Zhao Yingguang worked part-time for 5 years of e-commerce, selling cosmetics, pregnant women's radiation protection clothing, milk powder and other maternal and infant supplies, and also selling auto supplies, but did not get great development.

Despite repeated attempts, he still thinks about selling on the Internet every day. He has already identified the direction of entrepreneurship in e-commerce.

The turnaround took place in 2007.

At that time, a friend of Zhao Yingguang's job hopping went to B, an electric company in Korea.

When I visited in September 2007, Zhao Yingguang saw that only four and a half years of history, the B company issued a daily volume of up to 40 thousand orders.

This surprised him. He thought, "a website can sell 100 tickets a day."

Later, Zhao Yingguang, from the president of B company, consulted three proverbs for the electricity supplier: first, to make women's clothing; secondly, to have their own brands, not to sell other people's goods; thirdly, to have more styles and to update quickly.

Zhao Yingguang, who suddenly realized that he had returned to his resignation after returning home, and pulled several partners who agreed to start business together more than 10 years ago, founded the Han Du Yi house in 2008.

The idea of entrepreneurship was long before he graduated from university.

During the period of South Korea, the entrepreneurs who received the inspection from China to Korea were one of Zhao Yingguang's work contents. Over the past 10 years, he has received hundreds of Chinese entrepreneurs.

As a plator and accompaniment, Zhao Yingguang said he had the opportunity to communicate with entrepreneurs in depth, "they all have great inspiration to me in their respective perspectives."

Therefore, looking back at the 10 years of serving in the state-owned enterprises, Zhao Yingguang thought that "every job is not done for the leader, nor is it for the wages, it is for the sake of starting a business".

Buying model?

It is obvious that Han dresses sell the Korean version of women's clothing.

But Zhao Yingguang and her entrepreneurial partners had no experience of women's wear before.

How to solve the problem of supply in Korean version?

On Taobao, Korean version of women's wear is a large number of sellers.

But Zhao Yingguang found that the price of clothes of the same style and the same picture ranged from dozens to hundreds of pieces, which made it impossible for buyers to discern the advantages and disadvantages.

Once a buyer has a good shopping experience from a Taobao store, he will often visit.

But the problem is that the product update of Taobao seller is not fast enough to satisfy buyer's demand, which leads buyers to take risks again and try other sellers' products and services.

"If there is such a shop, it can basically satisfy buyers every time to see, there is always a new launch, always can pick the right clothes demand, and then the product quality and service quality two combinations of good, buyers may be loyal to this shop, not to other home," Zhao Yingguang thinks.

They intend to build a Korean seller through a buying group system.

Since 2009, the Korean group has started the formation of a buyer team. Each group has 5 members, including the selection officer, the selection assistant, the copywriter, the order keeper and the clerk.

The role of each buyer group is to track the product dynamics of many Korean brands, pick out products that they think are good in style, then purchase samples and test sales, and then find factories in China according to the test sale situation.

"This makes us have a lot of styles and updates very quickly, and there is a basic guarantee for product quality and service quality," Zhao Yingguang said.

At present, each buyer group has to look at nearly a thousand clothes every day. The more than 40 buyers group can launch dozens of new models every day.

According to the plan, in 2013, the buyer group reached 300, at least 100 new items per day, that is, one year can launch nearly 40 thousand new models.

On the contrary, ZARA, known for its fast fashion in the world, is now only 20 thousand new models a year.

But managing such a large number of buyers is not easy.

Each buyer group decides on its own choice, order, pricing and so on.

Every month, the company conducts performance appraisal on the buyer team. The assessment standard is gross profit and inventory turnover rate. If the gross profit is high and inventory turnover is fast, the bonus will be high, otherwise the bonus will be low.

This leads to competition among groups.

For example, there is a large number of new products on sale every day, but the resources of the home page are limited and how to allocate them. Secondly, Han Du Yi house does not assign a fixed brand to the group. If each brand has a new launch, the group may emerge from each other. Once again, if a product of a group sells well, the other group may make a slight impact on the style after a slight modification.

To solve the problem of traffic contention, Han Yi she has developed an advertising bidding system, which divides the front page into three parts: the first is a group over 6 months, which needs to spend money on auction; the second part is a group less than 6 months. Considering their lack of funds, the company allows them to shoot at the fixed time every week.

The third part is left to the product department manager and marketing manager, according to the overall planning of the company.

In addition, the ERP system of Han Du Yi house specially designed the function of selecting money. When a new product was first released, it would be recorded by the system, and others would not be able to publish this style again.

Zhao Yingguang said that they have explored many ways to manage the buying group, which is also a competition threshold for Han Du Yi she.

What is curious is that without the original design, how far can the Korean buyer's buying system support it? Or is it consistent with business rules?

Yang Fei has done research on the clothing market before investing.

He found that clothes represent a trend, and designers' feelings may sometimes lag behind the market. In recent years, a new trend of the clothing industry including traditional clothing brands is to see what is popular, to imitate, and then win by channel and price.

In Yang Fei's view, the combination of Korean and Korean culture with Chinese and Korean culture and the rapid revision of the Internet with the trend of popularity are a model innovation.

In order to enhance understanding and communication of Korean brands, Han Du she set up Korea branch.

Although it is located in the channel brand of the buyer system, Zhao Yingguang believes that the selection itself is a kind of design, and they do not exclude the buyer group from designing. Their selector has graduated from the fashion design specialty, understands Korean, and is improving the product according to the characteristics of Chinese consumers.

Accelerated run

Zhao Yingguang disclosed that the company had already made profits before its IDG stake.

But at this stage, profit is not their main goal.

"Run" is regarded as the top priority of the Korean family.

At present, Han Du Yi she has completed the development plan for the next three years. In 2011, the sales target of 3 hundred million is expected to increase. With the increase of the buyer group, the number of employees in the procurement, production and marketing departments will also increase sharply. The total number will reach 1000. By 2013, the two figures will be rewritten to over 2 billion yuan and 4000 people.

Zhao Yingguang disclosed that the company had already made profits before its IDG stake.

But at this stage, profit is not their main goal.

"Run" is regarded as the top priority of the Korean family.

There are not only other Internet brands but also traditional women's clothing brands.

"The volume of traditional brands is very large, although they haven't yet figured out how to do business, but they want to understand it sooner or later," Zhao Yingguang said.

With the rapid expansion of business and staff scale, the improvement of internal management has made Zhao Yingguang feel that "even for the middle management team, it is also a great pressure to think about toothache."

Yang Fei scored 80-85 points in the current management and execution capacity of Han Du's house. He said, "they themselves have realized the necessity of further improvement."