Han Du Yi House Opens Amiba Mode Menswear AMH Revenue Will Account For 15%

On May 13th, according to L, the two goal of AMH, the male clothing brand of Korea's clothing house, is to "rapidly expand sales scale" and "expand new products". AMH expects this year's sales to account for more than 15% of the Korean home group.

In 2014, the overall operation of AMH changed considerably. Its responsible person said that it is mainly following the changes and Strategies of Tmall, Jingdong, vip.com and other major platforms to adjust.

With regard to the reason for the rapid growth in the scale of AMH sales, Zhao Yingguang, founder and CEO of Korea's clothes house, thinks there are four key reasons. Zhao Yingguang first stressed the importance of the group system, and from the beginning of the establishment of Korea's clothing house, "product group mode" drew on Inamori Kazuo's "amoeba model". On the smallest business unit, we have realized the relative unification of "responsibility, right and profit", and trained a large number of people who have business thinking products development and operation, providing the most important talent pool for the group multi brand strategy. The cost of Korean capital is not only the cost of capital, but also the cost of time.

The "single product whole process operation system", created by Han Du Yi house, has also played an important role. The so-called single product whole operation refers to every product, from design, production and sales, with the product group as the core, planning, photography, production, marketing and other related business links, the whole data and fine operation management system, to maximize the advantages of the Internet, to achieve "large-scale C2B customization", and also effectively solve the problem. clothing The most difficult inventory problem in the industry can ensure that customers can provide more products with high price performance ratio.

Moreover, AMH's brand positioning is more accurate: "Han Feng is fast fashion men's clothing", pricing strategy is also in line with 18 to 28 years old mainstream Internet consumer group.

In addition, the AMH brand was founded in 2012. After 4 years of high-speed development, the Korean women's clothing has won the first place in the major platforms such as Tmall, Jingdong, vip.com and so on. It has a perfect system in the supply chain, IT system, warehousing, customer service and other basic resources, and the AMH brand team can concentrate on product and brand marketing.

It is understood that the positioning of AMH brand is Korean fashion fast fashion men's clothing, users for 18 to 28 years old fashion young people. Its operation team has risen from 17 originally established in 2012 to more than 200 in 2014. The team is mainly composed of three departments: product department, marketing department and brand department. The responsible person said that this year will expand men's clothing sales scale, while developing men. shoes Men's bags, accessories and other new categories.

It is reported that AMH's product department adopts the "product group system mode" of Han Du Yi house, and the product department is composed of four large groups. Each group has 20 groups below, and each group has about 3 people, who are responsible for product design, page production, inventory management and operation of products respectively. At the same time, in order to avoid duplication and competition of styles, different product The group's emphasis on subdivision is also different.

The marketing department consists of three groups, namely, the planning group, the promotion group and the vision group. The planning group mainly aims at planning and arranging the sales activities of various platforms on the Internet, which is the core of the whole market operation; the promotion component is the promotion of panning and the promotion of panning, mainly for draining from various channels; the visual group is mainly responsible for the graphic design of the online shop and the control of the whole vision.

The number of brands is relatively small, but the professional requirements are relatively high. The main responsibilities are to maintain Baidu encyclopedia, post bar, official micro-blog, WeChat public number, and interact with customers, increase product development and so on.

"Internet brand is not only a product design, visual communication, but also a supply chain capability, commodity quality and production response capability." Li Tian, head of AMH, said that there was a product planning department inside the Han Du house, which would guide the product management of each sub brand, analyze its inventory turnover and remind the brand to adjust in time. "AMH has sold more than 95% of its sales in the case of over 100 million sales."