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Han Du Yi House CEO Zhao Yingguang: Multi Brand Vertical And Horizontal Operation Strategy

2013/9/6 16:16:00 68

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dream .

online shopping consumers are not new to Han dresses. The famous women's brand, which was born on Taobao, is known to consumers by parity and fast fashion.

The other side of the profusion of color on the screen is the dream of Zhao Yingguang, the founder of the fashion kingdom.

Zhao Yingguang is willing to call "dream" as a "goal". From 1995, he graduated from university with a clear entrepreneurial goal and was formally established in 2008. The accumulation of 13 years made Zhao Yingguang show more decisiveness and foresight in the operation of the Korean home.

From the initial 7 employees to the size of the more than 2000 people now, it seems to Zhao Yingguang that growing up so fast is unexpected. But now he is used to the speed of the fast lane.

Today, there are 1 mature brands, 3 growing brands and 3 seed brands of Han Du house. They are constantly looking for more "soul characters" to hatch new "seed brands". "Internet based multi brand operation group" is the strategic positioning of Han Du Yi she.

Zhao Yingguang's next stage goal is to make Han Du Yi house into a listed company in 2016.

Zhao Yingguang is the first generation of netizens in China.

"Any action is for a reason."

In tracing the source, including talking about why han Du Yi house can go to today, Zhao Yingguang regarded the Internet as an early source.

"Because after graduation, I entered a large foreign trade company. I had frequent dealings with Korea and other countries. The company was the first to open dial-up Internet in China.

At that time, my family was out of town after work, so I basically stayed in the office and soaked in the Internet.

Zhao Yingguang enrolled in the Korean Department of Shandong University in 1993. It was the first batch of Korean students officially enrolled by Shandong University after the establishment of diplomatic relations between China and South Korea in 1992.

In 1997, the company sent Zhao Yingguang to the South Korean branch.

This allowed Zhao Yingguang to have access to e-commerce that had not yet emerged in China.

graduation is the establishment of a clear entrepreneurial goal of Zhao Yingguang, everything is preparing for entrepreneurship.

"I am constantly measuring myself, I do not have the quality of an entrepreneur, but every time I measure it, I feel inadequate, and there are still a lot of short boards to fill in, so in South Korea, I worked very hard and worked hard to make myself possess this quality, so I prepared for 13 years."

During the ten years from 1997 to 2007, Zhao Yingguang stayed at the Korean branch for P.

After work, Zhao Yingguang will bring a MP3 with thousands of hours of successful course, which includes various management lectures such as Ceng Shiqiang and Yu Shiwei.

"When I was basically making breakfast, I was listening. When I was on a business trip, I was listening when I was driving, and I was listening when I was sleeping.

Apart from my working hours, I was listening to all kinds of lectures.

Zhao Yingguang joked that colleagues who lived in a dormitory felt a sense of oppression.

Zhao Yingguang believes that as an entrepreneur, the core is "the ability to set strategy, team work and team". Management needs wisdom, and wisdom needs to be accumulated and comprehended. A large number of lectures on management lectures make him have a solid foundation in doing all the clothes.

A colleague said with a smile, "you listened to so many lectures that year, now it works."

2002, Zhao Yingguang started the first attempt of e-commerce, and opened a shopping mall on eBay.

"When I was in Korea, I sold some products to the market and sent them to China.

In China, I hired one or two people to deliver the goods for me.

In 2001 and 2002, eBay was well known for its popularity and dominance in the C2C field, but the rise of Taobao in 2003 changed the situation.

In fact, Taobao's threat to eBay came to 2005.

In 2003, Zhao Yingguang opened shop at Taobao.

When p began to do business, Zhao Yingguang ran a lot of products such as milk powder, cosmetics, automotive supplies and so on. "I have been doing this industry for a long time, and I have been doing a lot of products. Basically, each of them has been doing this for one or two years. During the process of exploration, we constantly reflect on where the breakthrough is."

Zhao Yingguang said that although Han Du Yi house was established in 2008, it did not really begin to make its own brand until April 2009.

"Han Du she started a Korean purchase for a year, mainly to train the first batch of buyers, which can be regarded as a curve saving the country."

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buying system /p >

when it comes to the Taobao brand of Han Du Yi she can not fail to mention its unique buying system.

It should be said that the buying system made this fast fashion brand from grass roots.

in the first year of the establishment of Korea's clothes house, Zhao Yingguang completed two things: first, buying the first batch of buyers by purchasing agents, through purchasing them, they had the experience of actual combat, and knew what kind of style the Chinese Internet mainstream consumers were accepting, or what price places.

The second is to do a year's purchase, which has actually built up the influence of the Korean capital.

At P, Taobao's Korean purchasing is already a red sea. In South Korea's thousands of clothing brands, a large number of merchants concentrate on dozens of them, because brands and styles are highly coincident and can only compete in price war.

Zhao Yingguang is not satisfied with earning only 10% of the purchase fee.

He recruited a group of students, matched the Korean department and the fashion design department, picked 1000 out of 3000 Korean clothing brands, and distributed them to 40 people. Each person picked out 8 new products from the official websites of 25 brands every day, which meant that Zhao Yingguang's Taobao store had 300 new products every day.

He also asked to go on the shelves and follow the official website to keep the freshness.

This is quite similar to Zara's well-known buyer system.

Less than P, from the outset, he decided to buy clothes instead of the original brand, instead of selling them as "Han dresses house", which is sold at a price of two times the official website.

Because there is no competition for the same price, even if the price is slightly higher, the sales volume is good.

but there are several big injuries on behalf of customers. For example, waiting time is too long, they can not be returned, and they often break off the color and break code.

After training the buyer for a year, Zhao Yingguang decided to change from "purchasing goods" to "purchasing styles", and the real "buyer group" was established.

They choose the style as they used to do, sample clothes, purchase samples, pick up materials, and find factories for mass production in China.

buyer group no longer tracks fixed brands, and competition among teams is competitive.

In 2010, the performance appraisal system of the perfect buyer group was established.

These include the initial operation funds provided by the company, and the amount of funds used by each group is 70% of last month's sales.

Han Du Yi house has also developed a set of advertising bidding system. The operation rules of the front page are: the group that has been established for more than 6 months needs to spend money to auction; the group less than 6 months, the company allows them to snatch at the fixed time every week, and who is the fast runner.

with Zhao Yingguang's words, Han Du Yi house made money from the beginning, earning more and earning less, except for 2011.

At the beginning of this year, Han Du Yi house was only more than 300, and by the end of the year, it had surged to 1100.

In 2012, the annual turnover reached 600 million, and Han Du Yi house, which had a repeat purchase rate of 38%, became Taobao's first women's clothing brand. Zhao Yingguang thought that a large number of personnel reserves laid the foundation for it.

it seems to him that the clothing business operators, including the Korean clothing house, implement the single product operation mode, which is quite different from the traditional industry's ordering mode.

Traditional enterprises may be able to do well in the two level sector, but it is difficult for them to understand the first level without the Internet gene.

for Han Du Yi she, the first level department is equivalent to the brand.

South Korea collocation division, South Korea to take pictures, write detailed copywriting, in micro-blog, WeChat, post bar and other Internet media to promote marketing, traditional clothing enterprises lack such Internet gene.

Zhao Yingguang refused the ads that the franchisee had seen.

He values the way of communicating directly with consumers.

sales will break 10 billion /p >

Less than p ago, Zhao Yingguang said publicly that the Internet based multi brand operation strategy had been set down long before the establishment of Korea's clothes house, and will be one of the most important development directions of the future.

when it comes to the operation ideas of multi brands, Zhao Yingguang said that the expansion of multi brands should be "going first and going further", that is to say, first we should locate the horizontal expansion of the crowd based on the same level, and then expand the vertical expansion based on the different consumption of the same category.

Take the Korean clothing house as an example, the Korean brand clothing brand insists on the brand expansion strategy based on the clothing supply chain in the category planning, and it is divided into two categories: Hanfeng fast fashion brand group and subdivision positioning designer brand group.

and in the rhythm of brand incubation, the sales of over 100 million yuan of sub brand middle-aged sales will be regarded as a mature brand within the Korean clothing house, and the subsidiary company will be established independently. The annual sales of more than 50 million will be regarded as a growth brand and will be operated by the Department. The annual sales of less than 50 million will be regarded as the seed brand and operated by the project team.

In addition, no matter which stage of the sub brand, there are four departments: product department, visual department, Distribution Department and marketing department.

Zhao Yingguang thinks that the operation of multi brand has arrived at the time not to discuss whether to do or not but to discuss how to do it.

It is understood that Han Du Yi's seven sub brand "hmadam Korean rhyme" has begun to try operation, located in the Korean wind and the elderly clothing, the 2014 Spring Festival will begin to be formally promoted.