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Analysis Of The Success Of Tmall's Women's Clothing Sales Champion Store

2013/12/23 16:46:00 43

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Tmall Women's Clothing Han Du Yi House Supply Chain

according to the cube data, Han Du Yi house has been the sales champion of Tmall women's wear for three years in a row. This year's double 11, Han Du clothing house ranked second women's clothing, of which the wireless terminal is the first category of women's clothing category. 
 Han Du Yi house every day the new 100 paragraph < a href= "http://www.91se91.com/news/index_c.asp" > dress > /a >. At the same time, it also operates six brands: Hanfeng fashion series HSTYLE, men's wear AMH, children's wear MiniZaru; Hanfeng OL fashion women's clothing Soneed; Europe and the United States wind fast fashion women's wear niBBuns; Oriental retro brand Souline. 
 buyer group system /p >
 different from the traditional business mode, the Department of design and operation is divided into departments. The responsibility system is adopted by Han Du Yi house, which is responsible for the selection, redesign, operation promotion, product sales promotion, and finally off the shelf. 
 equivalent to each product group is an independent Taobao seller, Han Du Yi house has become a platform to compete under the rules set by the platform. Competitive content is not only a sales performance, but also a variety of internal resources. Such as promotion location, home page location, bidding ranking, etc. 
 of course, the company gives initial funding to each group, and has a clear regulation of late supply of funds, but all future needs of the group, including product purchase, product photography inside the company, and even the promotion of products to the website of the Korean home website, need to be paid by themselves. 
 the specific rules are as follows: 
 1, initial quota: 20 thousand -5 per person, initial quota 
 2, usage quota: the amount of use of group funds this month was 70% of the sales last month (group 100%, four to six months less than three months, progressively reduced to 70%) 
 3, group permissions: minimum pricing standard, specific product pricing, production quantity, when discount, promotion price, etc., the panel decided by itself. 
 4, performance deduct: according to the gross profit of each group, gross and inventory turnover rate, calculate the royalty. The allocation of the royalty within the group shall be decided by the team leader and reported to the manager and general manager for approval. 
 5, reward and punishment: the top three of the performance group, the manager's special quota, the three consecutive group disbanded the performance group (6 months and 6 months or more) 
 6, group replication: department head and manager assessment, department sales accounted for 50%, the growth rate of the backward group or the newly established group accounted for 50%. 
 at present, there are more than 100 teams in Han Du Yi house product department, 3-5 in each group. Other supporting departments such as production and photography began to implement group system. If the team members are not satisfied with the work of Party B, they can apply to the planning department, which is equivalent to the internal development and Reform Commission, do not pay for it and replace the cooperative group internally. 
 > a href= "http://www.91se91.com/news/index_c.asp" > Han Du Yi she > /a > daily new 100 new products. At the same time, there are more internal competition among various groups, hoping to promote their own "limited" products. Then how do we control each product's shelf and return? 
 in addition to buying the promotion position by the group's own funds, Han Du Yi house has formulated the product rule of "explosion and stagnation". Generally speaking, the funds of each group are not very large, so the purchase of single products is usually between 100-500 pieces. Each product is on the shelf for 15 days, that is, according to the sales situation, the rating of "explosion and stagnation" is evaluated. The coke can be returned, and the price should be reduced. 
, according to Zhao Tingguo, deputy general manager of Korea's clothing house, at present, the inventory of Korean stock is 95%. 
 flexible < a href= > http://www.91se91.com/news/index_c.asp > supply chain < /a > /strong > /p >
The group structure and operation rules of "P" Han Du Yi house have led to a lot of small quantity, quick return and flexibility. 
 for this reason, Han Du Yi house has worked with many suppliers to produce products. By the end of November, a total of 208 suppliers had been co operated with Korea's clothing houses, of which 82 were in the province and 126 outside the province, and were distributed in Shanghai, Guangdong, Zhejiang, Jiangsu, Jiangxi and Shandong. 
, at the same time, the new production department has been established. Zhao Tingguo said, "the return rate is about 2%, but more than half of them are due to fabric problems. So, Korea's clothing house is positioned as quality year in 2014, and next year's fabric suppliers will reach more than 20 from 5 or 6. 
 the supplier classification management system is established for the increasing supplier, Han Du Yi house. It includes five major mechanisms: supplier access mechanism, supplier performance evaluation and incentive mechanism, supplier grading certification mechanism, supplier upgrading and downgrading mechanism, order adjustment mechanism in supplier level. 
 for the selected manufacturers, the supplier management team, the relevant business departments and the quality control management team will visit the factory on site. The credit rating, production capacity, operation status and quality management of the manufacturers will be evaluated. Among them, the score weight of supplier management team, business department representatives and quality control personnel is 20%, 30% and 50% respectively. 
 finally, we can make a trial list of some manufacturers through examination, and then become the official supplier of Han Du Yi house. 
The way of cooperation between P and Korean suppliers is the half package mode, that is, only the factory 50%~60% production line. Zhao Tingguo said that the half package mode of production suppliers, on the one hand, can make the factory attach importance to the big customers of Han Du Yi house, and on the other hand, it will not rely entirely on the Korean clothing house. For the expansion of production capacity and production line of excellent production suppliers, the Korean clothing shed will continue to add the package production line to maintain half the capacity of the supplier. 
 establishing internal order adjustment policy in each supplier's performance evaluation and intense aspects. 
 at present, there are five suppliers of Han Du clothing supplier, namely, strategic supplier AAAAA level, core supplier AAAA level, excellent supplier AAA level, cooperation supplier AA level, new supplier a level. 
 order differentiation management is adopted for different grade suppliers. The strategic supplier will give no less than 80% of the agreed monthly output value. The core supplier will give no less than 70% of the agreed monthly output value. At the same time, Han Du Yi house will perform performance evaluation on suppliers every quarter. Quarterly evaluation will drop to one to two levels. Orders will be reduced by 15%-20% on the basis of benchmark value in the next quarter; otherwise, orders will increase. 
 for the two consecutive quarters of decline in assessment, will give suspension of cooperation, reduce 50% orders or even stop the punishment of cooperation. In addition, Han Du Yi house has set an insurmountable quality inspection area for suppliers. Once the supplier's quarterly assessment is reduced to two times below the minefield, it will similarly reduce its 50% orders in the next quarter until it ceases to cooperate. 
In order to ensure the operation of the group system, we should manage the supply chain through the order of interest leverage, P.