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Zhao Yingguang, A Korean Group: Let The Staff Be The Boss Of The Group System.

2013/11/26 22:51:00 12

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In 2007, Zhao Yingguang did not want to do "a href=" http://www.91se91.com/zt/ "brand" /a "when he founded Korea's dresses house. He just wanted to make a Korean Taobao a http://www.91se91.com/" target= "_blank" clothing "/a" purchasing network shop ", that is, to make a small channel on Taobao. Therefore, Han Du Yi house is more like a channel name than a brand name. However, after 6 years of development, Han Du Yi house has become the representative of Amoy even the whole Internet Hanfeng fashion brand, and has hatched many different brands. 
Except for the development of the platform of the electronic commerce platform, the adaptation of the Internet management mechanism and endogenous motivation of P is an important reason for its rapid growth. 
 changes with platform strategy change 
The essence of 1000 faces is precisely matching the flow rate to the platform users and improving the overall conversion rate. 
 group incubated each single item .
 2007, Taobao channel is the most notable channel brand. For individual entrepreneurs, the easiest way to start is to buy cosmetics, clothing and the like. Therefore, lemon green tea, Xixi stroll, Goblin pocket and other online shops have been a sight for a while, while Han Du Yi house was also purchasing Korean identity a href= "http://www.91se91.com/" target= "_blank". 
 2008, the Taobao Mall (Tmall) was set up to set up the image of quality online shopping and distinguish it from Taobao Mart. Zhao Yingguang is acutely aware that Taobao's future strategic direction is to foster brand. As a result, the first batch of Han Du Yi house was stationed in the Taobao mall. At that time, the traditional brand was still thinking about whether or not to touch the net. It was not easy for Taobao mall to introduce the offline brands. Therefore, the Taobao mall began to vigorously support the Amoy brand and gave a lot of tilting on the traffic resources. The Korean brand such as ambush and so on, just caught the traffic bonus period at that time. 
 2011, the annual sales volume of Han Du Yi House reached 280 million yuan. At this point, whether to do more brand problems, placed in front of Zhao Yingguang. Previously, the multi brand strategy of Amoy brand was not very successful. A typical example is wheat bags. At most, the number of brands reached more than 100, but inventory became the biggest burden. 
 "in the future, if we are to make a ten billion scale garment enterprise, it will be 5 sub brands, with an average of 2 billion brands per brand, or 20 sub brands, with a total of 10 billion yuan?" this is a problem that Zhao Yingguang has frequently discussed with another Amoy brand manager. Zhao Yingguang chose the latter. At present, the road of multi brand of Han Du Yi house has just begun, and from single brand to multi brand is also based on Zhao Yingguang's judgement of the future strategic trend of Taobao platform. At the beginning of 2012, Ma Yun began to put forward the idea of "small and beautiful". And behind this logic, in addition to constantly enhance the user experience, make it easier for users to find products they need, that is, the platform benefits maximization. Therefore, the essence of "1000 faces" is precisely matching the flow rate to the users to improve the overall conversion rate. 
 under this trend, it is a crisis for a single style brand. Zhao Yingguang used a simple algorithm to solve this problem: in the future "1000 faces and thousands of faces" shopping era, the system will judge the user group according to the data. So when displaying the Korean clothing house, it will also push the similar style and location to the user, so that users will be easier to deal with the 40 choice of 1. This result is obviously promoted for the conversion rate of the platform, but for a single brand, the original 3 election 1 becomes 40 election 1, and the conversion rate will inevitably decrease. Zhao Yingguang said that the development of any electronic commerce platform will eventually move towards "thousands of thousands of faces". If a garment enterprise wants to expand, it must be a brand cluster, and each brand needs to have a unique style. 
 Zhao Yingguang, founder of Han Du Yi she, /p >
The group leader became a boss and solved the problem of employee career promotion. Employees no longer need to think about the promotion of P to improve their income. They only need to focus on the product. 
 Zhao Yingguang felt that he was quick to copy the brand, still had "capital", the cost was human. The management system of Han Du Yi house is different from that of general companies. In Zhao Yingguang's a href= "http://www.91se91.com/" > management system < /a >, every employee can become a boss. At present, at least 200 employees in the entire staff system operate products in the boss's way of thinking. 
 "single product whole operation system centered on product group system". Zhao Yingguang wrote the full name of the model on the whiteboard. There are 200 product groups in Han Du Yi house. Each group consists of three people, including a < a href= "http://www.91se91.com/" target= "_blank" > designer < /a > (pick money division), a page production, and an order maintenance. Every single item of Han Du Yi house, from design to filming and sale, is completed by a team. 
 around the group system, the whole management structure of Han Du Yi house is divided into three layers, one is the planning, vision and marketing department related to the brand, the other is the Internet support department of IT, supply chain, logistics, customer service, etc. three is the administrative support department of manpower, administration, finance and so on. Two The core of the whole company is the product group, and the market, planning, design, customer service, administration, finance and other departments are all the supporting departments of the group. In every product group, responsibilities, rights and interests are completely unified and highly autonomous. Each group is determined by its own style, pricing and production volume, but at the same time, the KPI of the group is related to sales volume, gross profit margin and inventory turnover. That is to say, the better the group's performance, the higher the income of the group members. Therefore, the team leader must take the boss's way of thinking to look at the data, so as to formulate product strategy and pay attention to gross profit and stock index. 
 at the same time, the group has very high financial power, and its funds can be freely controlled. Zhao Yingguang said that the amount of funds directly linked to sales, the amount of funds this month was 70% last month. For example, a group sold 1 million yuan last month, and next month there will be 700 thousand yuan of funds, which can be used for new orders or product promotion. In addition, the group can also freely link departments such as photography, production and other departments, and these support departments can get more tasks of the group and get higher income. Of course, the teams will be dynamically assessed and ranked first, and the group at the bottom will be disbanded. {page_break} 
Wang Zhiquan, the founder of P, praised the group system of Han Duyi house. "The leader of the group has become a boss. This solves the problem of employee's career promotion. Employees no longer need to dig up the problem of raising the salary for the sake of raising their income, but only focus on the product." 
, but Zhao Yingguang also admitted that the group system has disadvantages, that is, the initial efficiency is very low. "The heads of each group are different in qualification, some grow very fast, others grow very slowly, and do things badly." Zhao Yingguang said, at this time, the boss can not intervene, can only let himself grow. In the first two years, the Korean clothing house developed very slowly. 
 but Zhao Yingguang always insisted that the stupidest method is often the lowest cost method, and is also a way to accumulate. In his view, the group's responsibilities, rights and interests are highly unified, and everyone grows very fast. Three people in a group, because each person's responsibilities, rights and interests are different, are often a group leader with two soldiers. When the "soldier" grows up and wants to support the "portal", the original group will split up the new group. 
 is such an organizational structure that lays the foundation for the steady development of the Korean brand's multi brand road. For example, it is a designer brand that is hatched by its group system, which is totally different from that of Han Du Yi she. In Zhao Yingguang's words, "a general will be able to fight a beautiful battle with a strong army." In his view, time is the biggest threshold for creating brands. If a wealthy company wants to duplicate a structure similar to that of Han Douyi house, it will not be possible in the short term. 
 internal "regulation" with data speak .
 if the group is a free competition group, the responsibility of the planning department is macro regulation and control. But this regulation is more data intensive. 
 although there are KPI indicators pressing, but the 200 groups, 7 brands of Han Du Yi house, twenty thousand products a year, a little careless, will form a stock disaster. Besides the factors of design, vision and so on, the quality of inventory is also an important aspect. However, it is also unrealistic for the 200 teams to organize their own fabrics and docking factories. 
, so there is a department similar to the "development and Reform Commission" in the South Korean clothing house, planning department. If the group is a free competition group, then the planning department's responsibility is macro control, but this regulation will be more data oriented. Zhao Yingguang explained that assuming that the sales target of Han Du Yi house in 2014 was 1 billion, the first quarter was 3 hundred million, and 100 jeans should be made. And these 100 jeans will be divided into 5 groups, each group will complete the design and sale of 20 products. Under such circumstances, the planning department will give the time of the upper and lower shelves of jeans according to historical data. For example, if the product is on shelves for 15 days, it will be faced with the assessment of "explosion boom and stagnation" index, of which the explosive payment and the flourishing fund can be converted to single production, but the flat money and the delay must be discounted immediately. When this happens, the NDRC will make different discounts according to the sales ratio. In fact, the planning department is more like a BI department. Its main responsibility is to regulate and control the rhythm based on historical data and platform data. 
 to control the product quality of Zhao Yingguang, the key lies in fabric suppliers and factories. In the supply chain system of South Korea's clothing house, the docking between fabric suppliers and factories is the responsibility of the production department, and the production department is also a group system. The customer of the production team is the product group. The product group orders the production team under the contract of the interior, and then the production team is responsible for organizing the factory and fabric supplier to complete the production. In the process of "internal Cooperative Trading", the production group can better organize the finished products and get the "order" of the product group more easily. 
 many Internet brands tend to take over the capacity of the upstream factories when they become bigger, thus forming a hidden danger of product quality. In order to realize the controllability of product quality, the cooperation way between Korean clothing house and upstream manufacturers is half pack, that is, only the factory 50%~60% production line. In Zhao Yingguang's view, the whole package may cause inertia and dependence on the factory, which is likely to cause product quality problems and delay in delivery of < a href= "http://www.91se91.com/news/index_q.asp" > order < /a >. On the one hand, the way of half package can make the factory attach importance to this big customer, and on the other hand, it will not let the other party entirely rely on itself.