Home >

Zhao Yingguang: Secrets And Dreams Behind The Operation Of Multi Brands

2014/7/6 7:51:00 21

??? 日本語 Fran?ais English 中文

Zhao Yingguang Multi Brand Operation Marketing Strategy

> recently, Zhao Yingguang, CEO, told the summit of the 2014 brand electric business (Haishu) that a big trend of the brand is more and more subdivision, and the brand is becoming more and more subdivided, so the market becomes more saturated. The harder it is to stand out in the market, the higher the cost. 
 it is understood that this session has been held in Ningbo Nanyuan Hotel today. The theme of the conference is "brand dream", which brings together well-known e-commerce experts at home and abroad, including more than 1000 well-known e-commerce brand enterprises, excellent traditional brand enterprises, third party service executives and so on. It has become a hot topic in the electronic commerce industry in a brand new form and explosive topic. At the meeting, Zhao Yingguang delivered a speech entitled "my brand dream". 
 below is Zhao Yingguang's speech at Han Du she CEO: 
 Zhao Yingguang: I am very glad to share with you here. About Han Du, it is about the brand of Han Du. In fact, Han Du should do the platform of hatching brand. 
 Korea has started to operate 13 brands since its start in March 08. As of today, there are basically 3 other brands. By the end of this year, there are about 20 brands and such a development layout. 
 from 08 years to now, from a brand to now 13 brands, the whole path is here to share with you. When sharing the path, it will talk about how to walk from small to big, step by step, from 08 to 2012, 4 years to make a brand, basically 6 hundred million by 2012. 
 08 years to 2012, we did a thing to determine the business model of the Korean home business. When we were doing business models, we did not think so clearly. By 2012, we had a long name, single product whole operation system with the product group as the core. By 2012, this system had made a standard. In August 2012, it bought a relatively small Taobao shop, a brand, the term can not go through the brand, 2012 made two brands, the two brands were more successful, this year 2014 men's clothing will achieve 5 hundred million, the prime thread should be 2 hundred million. 
 by 2013, three brands were built, and the three brands were growing vigorously. Because after a few years of accumulation, the whole brand automation has been formed. At least six brands in the first half of this year will come out of six brands in the second half of this year, forming 20 brands. In this industry, many people in front of the attempt to do more brands, so far, success is not too much, there is no emotional case. 
 Han do do more brand confidence, confidence is still very sufficient, there are four very important points. 
 1, if you want to do a lot of brands, you need bottom-up strong desire and ability and top-down planning and planning guidance. This is a very critical point, including second points. Now, in many companies, many brands are often top-down. The boss, the founding team, a brand can not do, is it to do more than one brand, is not to arrange the following people to do, but from top to bottom desire and lack of motivation, South Korea try to solve these problems. 
 this is because, as a garment industry, if an ideal company in the clothing industry can continue to be stable and become more and more intense, the Internet will continue to develop. If it is pushed back for two or three or three or four years, it is best to suggest such a way in the organizational structure. 
 how to produce this desire from bottom to top and the single product whole operation system centered on product group, and finally lead the company to have a strong desire to do more brands from bottom to top in the next two or three years. At the same time, it has the ability. On the surface of the system, there are three people in the Korean product group, and three teams will be directly supported by the so-called Support Department of the whole company in the whole operation process. So it's called the whole operation system. There are many departments. 
 this is the core content of the group. The team achieves an effect. In a word, the responsibility and rights are unified on the business unit of the bridge. If you can achieve relative unification on the smallest business unit and cultivate three independent business entities, this self-management body is very useful for your continuous expansion in the future. Details are not very detailed, and a general outline is outlined. 
 the first < a href= "http:// www.91se91.com/news/index_c.asp" > Han Du < /a > how to do it. This year, Korea is the 1 billion sales target. There are 257 groups, each group in 2014's task, how much this group intends this year, last year and the year before, there is a record, this year completed 1 million, this year can not finish 1 million, he said OK, this year is to complete 1 million of the sales task, the company rationed him can sell 1 million 200 thousand of the goods, gross profit requirements 60%, with 50% of the funds to produce. After the group got the money, he decided to decide what style he wanted. He decided to make that design. In the end, the jacket was three yards, the next five yards, and the depth of each yard. 
 third pricing. How much do you want to sell for this dress? The three of you are going to decide if the scale of the company is the lowest price. Fourth sales strategies. When do you discount, how much discount do you make? Three of you decide. The depth of the discounts, the group's rights are very large, basically able to operate independently, responsibilities and rights, interests are very simple, three zero daily published, sales minus gross margin, he can calculate how much money he got, three points. 
 but this system is written in the following sentence: product group update < a href= "http:// www.91se91.com/news/index_c.asp" > automation < /a >. Our 257 groups have announced yesterday's sales rankings every morning. For example, if you rank in the first place, you can also get to the fortieth place, ranking every day. What happens is that a good sales team is relatively stable, and a group that is not good enough can not do it. Three people will split up, and one point three people in the middle will have a team leader. He divides, for example, a bonus of 20 thousand yuan, how the leaders usually divide, the group leader stays ten thousand, and the other two people five thousand. 
 but if you want to do well, the next two people have decided for two years. If the group leader still has such a score, two people will not be willing to take it. Is it possible to bring a group with strong wishes? I want to become a ten thousand person, and I want to divide up my family. If the top ranked group and the two team members do not work, I can't follow you and take the people who I earn together to work together. A good group is a partnership with a bad person. The 257 groups of Han Du are separated from each other. 
There are many points behind P. If you split up a group, you have to pay 10% of the original group leader's annual bonus for training expenses. It is not easy for an old team leader to train you. The first year bonus is paid to the old leader. The old group leader is more willing to go out. He can continue to recruit two new people and continue to exploit two new people. That's no problem. 
 the product mechanism is very powerful, has very strong power, including the actual industrial resources. In the 08 year when starting a business, the staff QQ group, the staff worked until one o'clock to two o'clock, and was still working near the bed. This is the very important point of the year. After the group has been many, how the three groups cooperate, each three groups form a large group, each three big groups form a department. 
 > first a href= "http:// www.91se91.com/news/index_c.asp" > brand women's wear > /a >, a brand group's accommodation is limited, so many brands are so tired. If you pay special attention to human effect in the early days, it's hard to split the brand. The brand can only accommodate 50 teams at the beginning, but I deliberately put him in 80 groups or even 100 groups. Under what circumstances, everyone is not satisfied, especially strong. In this competitive environment, we encourage everyone to make new brands, who want to make new brands, and give you three kinds of protection. First, your income will not be lower than last year. Starting from last year is your basic income. All your assessment indicators are much lower than the original standards. The third companies directly catch you on policy, and the company gives you these resources directly. In what circumstances, the middle group is very strong in its desire to make new brand. 
 it is not easy to make a brand, do market research, team, our team is not enough, internal operation of this thing, suddenly one day their managers, if a brand is a manager, the two brand is a senior manager. The four brand is chief inspector. Group active network, department leaders also have the desire, the company has support, three aspects of automation high brand generation, from this system, Korea is doing a platform.