Han Du Yi House: Overseas Buying And Selling Shop

< p > in the eyes of the outside world, the most successful thing of Korea's clothes house is its buyer system, and Han Du clothing house CEO often shares its buying experience in public.

But as an original brand of the Internet, what Han tries is not just a buying system. From trying to buy, to making a free brand, and then to the store under the line, Han Du Yi has experienced a multi-level leap of brand development.

< /p >

< p > Han Du Yi house positioning Internet < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > brand Hanfeng fashion has great relationship with Zhao Yingguang herself.

< /p >

< p > Zhao Yingguang graduated from Shandong University and majored in Korean. After graduation, he was sent to Korea to do trade between China and South Korea after ten years.

Before he formally set foot in e-commerce, he did not know what the fashion industry was, nor how fashionable it was, but he was "tossing it out" because of his early involvement in the Internet and his understanding of South Korean culture.

< /p >

When he was a trade representative from China to South Korea, he saw a Korean man who talked with Zhao Ying in the chat. He said that future trade is electronic commerce, and women's fashion is the most profitable business. P

< /p >

Zhao Yingguang, P, who wanted to be an Internet, but did not know the way, was just like that.

In the ten years of South Korea, Zhao Yingguang felt that this tiny place had an efficient conversion capability for European and American fashion. "But unfortunately, the feeling of this fast fashion in China is far behind."

< /p >

< p > at that time, the traditional trade enterprises in China came to Korea to buy goods, which was a way of introducing Korean fashion, but Zhao Yingguang thought it was slow and inefficient.

Zhao said at that time, "the Internet can shorten this time. I should use this platform to really enter Korea first."

< /p >

< p > < strong > discount overseas purchase > /strong > /p >

At the beginning of the P, he made all sorts of wonderful expectations for purchasing agents, but he didn't want to work. After a long time, he was deeply hurt by the hard work of overseas purchasing. Zhao Yingguang summed it up as the four major injuries of overseas purchasing.

< /p >

< p > "one is too long.

From the domestic customer orders to our overseas orders, international freight and so on, a single purchase process is often in 10 to 15 days.

< /p >

< p > "two is very convenient to return."

Online shopping is bound to be replaced, but the return of a single item is no longer cheaper than the order, and the cost of returning goods is too high, coupled with expensive international postage.

< /p >

< p > "three is the frequency of goods being out and out of stock is quite high.

As a purchasing agent, it is difficult to synchronize inventory with overseas suppliers. However, the fashion brand's clothing inventory changes very fast, but the domestic website shows that there is stock. After buying the order, the customer may go out of stock again.

From customers here, they wait for more than a dozen or so days. Finally, you tell him I'm sorry, they are out of stock, and the disappointment of customers is very uncomfortable for us.

< /p >

< p > "four is not cost-effective.

Many Korean clothes are made by Chinese foundry. After they are ready to export to Korea, Korean suppliers have already occupied high profits when they put the goods on the Internet. It is not fair for us Chinese to pay again. "

< /p >

< p > Zhao Yingguang felt that the four big injuries of overseas purchasing were not overcome by his own efforts. After one year in 2009, he decided to stop purchasing business and turn it into a private brand.

< /p >

< p >, in the exploration of the operation of private brand, Zhao Yingguang introduced the buyer system.

The way has changed, but the original intention of introducing Han Feng to fast fashion has not changed.

< /p >

< p > < strong > online fashion, buyer is king > /strong > /p >

< p > buying system is not created by Han dresses. The international clothing industry such as ZARA, H&M and so on are all using the buying system. The original intention of Zhao Yingguang's introduction of the buyer's system is because the sales team is too weak. "In order to control risks, we have to pfer pressure to the product department".

This kind of unintentional action has bred the core business mode of Korea's clothes house.

< /p >

< p > at present, there are five product divisions in Korea's clothes house, and more than 100 buyer groups belong to the product department respectively. They are the original cells of the operation process of the Korean clothing house. The main work of the production department and the marketing department is to cooperate with the buyer group to make products.

< /p >

< p > from a microcosmic perspective, each buyer group consists of three to five persons. Their roles include selection clerks, commodity production commissioners, order repository managers and clerks.

Zhao Yingguang prefers to call them little bosses, because each buyer group has great autonomy: what to choose, what to produce, what specifications, how much to produce, when to lay out channels, how much to price, when to discount, when to withdraw goods, etc.

"The company almost doesn't intervene, it's all up to the buyer group itself."

< /p >

Less than P, each newly established group can get the operating cost of $150 thousand from the company, then purchase samples from South Korea, improve the production order, and then spread it to various Internet channels.

Zhao Yingguang told reporters, "at present, the cost of buying clothes is 1 per month."

< /p >

< p > K903 jeans is a very simple grey jeans. It is one of the most successful models of Han Du Yi house. It has been in existence for three years and has shipped hundreds of thousands of pieces. How does this type of operation work under the buyer's team? {page_break} < /p >

< p > initially, the team responsible for running the product first purchased samples from Korea, when the buyer group had only 20 thousand yuan in operation cost.

The buyer group should improve on the basis of sample clothing. This improvement is based on the understanding that the differences between Chinese and Korean in living habits and ethnicity will determine the difference in clothing production. For example, South Korea's winter clothing is thinner and will be thickened after it is introduced to China.

The skeleton of Korean is different from Chinese skeleton. After introducing, the shoulder width and sleeve length should be improved.

< /p >

< p > improved K903 jeans made from the buyer's team to the production department. The order will not be too large, but it will not be lower than a value. After the finished product is manufactured, it will start trial sale on the Internet.

During the trial sale period, the market department is responsible for the overall operation of K903 jeans in the network channel. "Including standardized management of uploaded goods, providing more accurate search for customers to browse the web, traffic distribution and better visual communication," the head of the market department of South Korea's clothing house told reporters.

< /p >

There are two results in the trial sale stage of "P": selling and unselling.

If there is no sales, consider withdrawal and no longer enter the next stage.

Luckily, K903 jeans sell well at the trial sale stage and can enter the mass production stage.

This stage is the operation of product addition, markup and price reduction: it will make up the original color and size that is not covered, because the cost of mass production will decrease, and the K903 jeans that consumers will buy will be lower than the price at the trial stage.

< /p >

P, and finally, when the mass produced products are shipped from factories, they enter the Internet distribution channel of Han Du Yi house, which is a network of whole network marketing, including its own website, Tmall and other e-commerce platforms: No.1 store, van gesso, Jingdong mall and Mcglaughlin.

At present, the website of Han Du's house accounts for about 5% of sales, and Tmall has the largest share, accounting for 60%.

< /p >

< p > now, K903 jeans have become the basic fund of Han Du Yi house, "selling well all the year round", but the proportion of the basic type is not large. It only accounts for about 20% of the total. About 80% of the total is the continuous introduction of new models by the buyer group, which is constantly eliminated. This basically reflects the fast pace of fast fashion production.

< /p >

< p > according to Zhao Yingguang, there is a buyer group who sells 5 million of the monthly sales volume in the Korean home. According to the relevant rules, the group will have the right to use 70% of sales this month, that is, 3 million 500 thousand of the operating cost.

There is also an opposite case. 150 thousand of the group did not make any achievements in that month. Next month, there was little natural cost of operation. The situation of no funds could not last long, and the buyer group would be dissolved.

< /p >

< p > Zhao Yingguang was asked if you were so generous in giving away your business secrets, would you be worried about being "cloned" by your competitors? Zhao Yingguang said: "the core of the buying system is the buyer group, and the training of a mature buyer group takes about two years."

< /p >

< p > he has seen the painful pformation of the first generation buyer group. "These people who make clothing products used to make simple designs. The buyer group system requires them to consider the question of whether to sell at the beginning of the design, speculate on the consumers' preferences, and it is not easy for them to mix the factors in the design."

< /p >

< p > but once a href= "http://www.91se91.com/" target= "_blank" > designer "/a" is pformed into a buyer, it will solve the problems faced by some traditional clothing enterprises: the product department does not understand the market, the sales department and the product department are not connected enough, and the buyer group can make products from the perspective of the market, so that sales and products can be seamlessly linked.

< /p >

< p > < strong > tickets store > /strong > /p >

< p > the result of the operation of the buying system makes the production department speak quite well in the Korean clothing house, which is different from the biggest situation in the Sales Department of other garment enterprises.

Under the promotion of the buying system, the products of Han Du Yi house have been introduced, and the layout of the whole network has been sold. The average online sale is twenty thousand per day.

< /p >

< p > at present, many online brands such as clothing brands such as rash and silk have been opened, and Han dresses have also opened the first physical store in Ji'nan in the second half of 2012. Is this a supplement to the Internet channel or a task that Han Douyi carries on? "/p >

< p > Zhao Yingguang is not. The test shop is holding the mentality of playing tickets, to "satisfy everyone and their own store complex".

After practice, he found that "offline is not an efficient channel, and it will be difficult to reverse in a long time".

800 thousand of the daily Internet traffic is not comparable to that of thousands of people in the physical store. "The talent training of the physical store is also not able to keep up with it, and there is no time and need to do it. There are still many things to be perfected on the Internet."

< /p >

< p > the head of the marketing department told reporters that the main store sells small inventory products, for example, some of the items sold to the end only 20~30 pieces, will be pferred to the physical store, because selling online will have a phenomenon of "Oversale". Once the Oversale happens, it will make the immediate purchase of consumers change into a predetermined one. If Han Du clothing house goes to the factory order to produce according to the consumer's orders, a one or two day shopping process will be extended to more than ten days, resulting in a poor user experience, and overselling will also increase the communication to customers.

< /p >

< p > Zhao Yingguang clearly told reporters that the future will no longer be a physical store. He believes that there will be more and more mature netizens do not need any on-site experience when buying clothes online. "The Internet itself has the ability to mold the brand, quality is the most important factor in the brand, and when the quality and service quality of our products become more and more stable, consumers' concerns will be less and less."

< /p >