Zhao Yingguang: Creating Taobao Store'S Korean Clothing Brand Selling Myth.

"I'd like to see you."

Outside the venue of a conference in Beijing, the billion state power network sent a text message to the general manager of Han Du Yi house.

。

In a moment, a fat man appeared in his eyes and his hair was grey.

In fact, he was born in 1974, and his voice on the phone was only 20 years old.

He is the unique brand of Taobao women's wear.

The founder, who clearly remembered that he registered his own company in June 27 in 2006, said, "don't be afraid of being ugly. Don't feel inferior because you are small. When you were young, it was your most valuable time."

For more than two years, he built a unique Korean brand seller "Han Du Yi house" in Taobao. The turnover increased from about 90000000 to 15. The number of companies expanded from 15 to more than 380, and the office area expanded from tens of square meters to more than 2000 square meters.

Before that, he sold cosmetics, milk powder and car supplies. He hired a single employee from a small warehouse of eight square meters to start his own business. He pursued his entrepreneurial partner with enthusiasm, like a beautiful little girl.

Korean scriptures

"From a layman into the industry, to what extent can we achieve development?"

Zhao Yingguang said that he has become refined, like an old Chinese medicine doctor, who has developed an intuition in the persistence of feeling the stones across the river.

And since 2002, Zhao Yingguang has been practicing for more than six years.

After studying Korean, he graduated from a trading company and was stationed in Korea. Before 2002, Zhao Yingguang had been in the import and export trade for five years.

But he liked to soak in the computer room very much. He was deeply attracted by the online shop. He started a part-time business with a part-time job.

In 2006, Taobao began to deliberately promote the registration of the company, brewing two years later formally launched the "Taobao mall", keen Zhao Yingguang sniffed the prelude to the rise of e-commerce, returned to register the company.

In a two storey warehouse with eight square meters of friends, Zhao Yingguang set up a table and hired an employee to start his own business.

Invite friends to visit their own start-up company, from narrow staircase to only two tables of offices, friends only said "you start a business, good."

When the sale of powdered milk can sell a total of 2.3 million sales a month, and earn wage money, Zhao Yingguang began to quit his job and became an e-commerce professional.

But only two or three months later, Zhao Yingguang knew that it was hanging over.

Although there are hundreds of thousands of turnover in a month, the gross profit is only 10%, and the net profit is less than 3%. In addition, the price competition is becoming more and more intense. In the end, it can only earn a lot of hard money.

Just as he hesitated, Zhao Yingguang met a real person who pointed out his confusion.

In September 2007, Zhao Yingguang, who took part in the Korean exhibition as plator, visited the old friend's new owner, an e-commerce company selling clothes online.

Zhao Yingguang was shocked at the moment when he entered the warehouse of the Internet company. He sent forty thousand goods a day, which he could not imagine at that time.

Now, the warehouse of Han Du Yi house has 8000 square meters, and the quantity of 3000 shipped per day is also limited in Taobao women's clothing.

Unable to figure out how an e-commerce company could have such a scale, Zhao Yingguang strongly demanded to see the boss of the company.

At this meeting, Zhao Yingguang was very enlightened.

The boss of Korea Companies gave Zhao Yingguang three suggestions: first, selling things on the Internet, it is best to have their own brands, there will be opportunities in the future; second, it is best to sell women's clothing, women's clothing industry to make money easily; third, to do women's clothing, as many styles as possible, update as fast as possible, as long as done well, we must make money.

After getting a real guidance, after returning home, Zhao Yingguang could not wait to convene friends to discuss the idea of starting an undertaking.

How can these three points be achieved?

"Think about it, feel like purchasing."

Zhao Yingguang told the billion state power network, "purchasing only goods to hang there, others give me money, I distribute from the last one."

But the purchase is written in Korean brand, the same style, pparent price, can only spell 10% profit.

How can you make money and how to make your own brand?

"At the beginning, they did not write brands, but they wrote Korean clothes houses. They did not write Korean brands at all."

Zhao Yingguang found the way of winding roads.

"In the one thousand brands, we all do the hot 20 brands, and I do the 980 brands that others do not do."

When all the purchasing agents fight for the 10% profits, they can easily make a 50% profit.

"I do not see brands in other people's homes, and do not know what brands, in South Korea can not check, free pricing, and brand has a similar concept."

Zhao Yingguang confidently told the billion power network.

The innovation of purchasing mode has made Zhao Yingguang live a moist life for quite a long time. Han Du Yi house has become the most famous brand in Taobao's shopping. Everyone knows that the clothes of Han dresses are expensive, but they can not be bought elsewhere, and consumers can not buy them.

But this is only the first step in survival, and the brand road of Korea's clothes house has just begun.

{page_break}

Swim up

"E-commerce will survive in the future, one is platform based B2C, the other is the brand sold through various platforms."

South Korea does not have C2C, and Zhao Yingguang, from the experience of e-commerce in Korea, realized early that Han Du she could only take the road of brand.

If the original Korean brand is not purchased at the beginning of the purchase, the "Korean clothing house" is set for free pricing and profits.

So initially, in order to deal with various styles and update quickly, the product selection group mode opened, so that the Korean clothing house then went to the brand.

In 2008, Zhao Yingguang, who began to buy Korean clothes, bought a group of students who studied fashion design in Korean and Institute of technology, and the 221 groups were responsible for the COPY style and on-line products from the Korean website. Each group was responsible for 10 items, and the fifty or sixty groups were able to sell 500-600 products every day.

These first pictures of COPY, then became the core product department of Han Du Yi house. The more than 120 part of the product is managed by two departments, occupying the absolute number of the company.

Today, there is a selection section in Taobao store flagship store and C store, which shows the preferences and signatures of each pick.

Young faces, young beliefs, young fashions, customers can even choose their favorite clothing styles directly by choosing their favorite selector.

In the store of Han Du she's house, there is always a selection rank list in the prominent position.

"One is learning Korean, one is learning design, and every day is Korean brand."

These young selector quickly grasped the fashion trend of Korean fashion. "Feeling and daring, you dare to get goods from Korea."

From the purchase of virtual stores to gradually increasing the stock market, Korea's clothes house soon became a well-known Korean brand in Taobao women's clothing.

"When Taobao did 3 million of the month's sales, someone noticed us."

By the end of 2008, Zhao Yingguang's purchase of South Korea became popular.

But such purchases are too elementary.

"Many Korean clothes are produced in China. Is it not more convenient to get them directly from domestic production?" Zhao Yingguang has been familiar with the import and export trade for many years.

He knew that trade could not make money and that the market could make money.

Go up and cooperate with Korea's net goods brand.

Zhao Yingguang set up a branch office in South Korea, and sent someone to stay in charge of cooperation with the brand.

"The brands we sell are Korean brands. They are not able to sell in China. We talk to them about cooperation, they design, we contact factories.

We produce 1000 pieces of clothing, distribute them to 500, and we leave 500.

They sell in Korea, and we sell them in China.

If there is a need to return the bill, the two sides will have their own consultations.

Zhao Yingguang told the billion power network.

Today, there are 1000 brands of Korean brands that have been maintained by Han Du Yi house, ranging from several million to ten billion. In these many brands, the Korean women have already chosen freely.

"Korean design, production in China, and Korean clothing house."

The new selling brand Han Du Yi house quickly became the famous Taobao brand and joined the army of "Amoy brand".

"What we want is Korean style. How can we cultivate Korean style of our designers?" Zhao Yingguang still believes in the cultivation of intuition.

In the initial purchase and cooperation with brands, Han Da Yi house nurtured her young designers in a large amount of exposure to Korean fashion design.

Korean fashion import expert, Han Du Yi house, no longer imports clothing, but "fashion". He has a group of experts who choose to smoke out.

And the experts, Zhao Yingguang kept telling them, "you will have your own designs in the future."

In fact, selling their own brand clothes is the fourth step from Zhao Yingguang to brand.

More than 50% of gross profit and 30% of the repeat purchase rate, in the increasingly expensive e-commerce, Zhao Yingguang has never missed any opportunity to get free traffic and improve the rate of repeat purchase.

Taobao gangs, micro-blog, DM, and on-line just a month or so, it is full of 31 Han Du clothes house Wangwang roommates.

"We can afford it."

Amid the growing noise of Taobao traffic, Zhao Yingguang said confidently.

Sales increased from 20 million to 90 million a year, and about 10000000 of Taobao's advertising investment is not a problem for him.

Decentralization

Hundred gold, is Zhao Yingguang's flower name, herbal medicine, from Compendium of Materia Medica.

All employees of Han Du Yi house are named by the famous Compendium of Materia Medica in the name of the medicinal materials in the "Compendium of Materia Medica".

Baichang, licorice, astragalus, leaved bamboo leaves and magnolia bark are five old brands of Han Du Yi house, both of which are born after 70, and also have proper occupation in Zengdou.

Three lawyers, a real estate MBA, has both the top and top spot in the college entrance examination.

Zhao Yingguang is always self modesty and he is the worst. The only advantage is to contact electronic commerce early.

"How big a company can develop depends on the pattern of the founder."

Zhao Yingguang understands that this is the time for a team to fight, how big the creation team is, and how big the company will be at the end.

"Looking for a business partner, I personally think that the best level is higher than yours. How can people who are better than you do business with you?"

Zhao Yingguang said that pursuing a business partner is like pursuing a beautiful girl. "To pursue these outstanding partners and to play a decisive role for you in the future, we must be bold enough to take out the shares and not to emphasize the controlling rights."

With confidence and share, Zhao Yingguang went to the five elder statesmen of Han Dynasty.

When the Taobao shop, where many couples or individuals started to make efforts to hold a company, Zhao Yingguang, who was fat and fat, took the management of decentralization early.

"Market change is faster than imagination, and one can not cope with it."

The formation of a relatively equal core management team, in charge of different businesses, so that the core decentralization management let Han Douyi house develop extraordinary faster.

There are more than 2000 square meters of office area in Han Du Yi house, which is a corner of the Southern District office area.

The 17 sector, the No. more than 380 employee, has been used for more than two years.

At the end of the year, the number of employees reached 500, reaching 1000 in 2011 and 2500-3000 in 2012.

"Has been recruiting people," Zhao Yingguang told the billion power network.

Each of the five core members is responsible for about 3 departments. Zhao Yingguang only needs to take charge of marketing, financing and strategy, and other details are entirely in charge of the head of the Department.

The meeting of the five eldest brothers is just about where to take.

Department Manager and deputy manager, under the head of a business, under the leadership of a group leader, under the fine organizational management structure, is the core of the "group" unit management.

"Each group has a corresponding amount every month, and the group leader can decide the purpose of this quota."

Choose what kind of money, how many pieces you choose, and how much it costs.

Only when special circumstances exceed the quota, will the team leader need to be examined and approved by the manager and the manager.

And this amount is directly linked to the sales volume of the group, the more the sale, the greater the amount.

"A tough team can do 2 million in a month."

Zhao Yingguang proudly tells the billion power network.

At the same time, the sales volume of the group is directly linked to the group's royalty.

The more we sell, the higher the gross profit, the faster the inventory turnover and the lower the return, the higher the group's commission.

But this kind of decentralization management in group is not isolated. The whole Korean house has its own independent selection system, cooperative office system and ERP system.

"The following levels of management of every action company can see, the difference is that the number of supervisors is more, and the number of times I see is less."

Zhao Yingguang told the billion power network.

"Our financial system uses UF, and when our warehouse delivers 10 thousand orders a day, we will allow professional companies to do so."

Zhao Yingguang told the billion power network that it is smart to give professional things to professional people and companies.