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Exclusive Interview With CEO, Zhao Yingguang

2014/7/6 8:49:00 21

Questioner: questioner: your mode is the mode of Alibaba. Where are the difficulties when you start to do it?

Zhao Yingguang: from 0 to 1 is very difficult, 1 to 50 is relatively easy, at the beginning of the difficulties, then there is a very big setbacks, the three learning design origin, learning design, do not understand the operation, will not consider the gross margin and turnover rate, the consumer form allows them three people to make more decisions, decide the difficulty is very great, dry money for a moment when the boss, after the boss, the money can not, which color and code, according to the price, with the sale to discount, in the end to play a few discount, for him is a very difficult matter, as the first group of people to endure, how can they make such a strange decision.

P allows them to run their own businesses. At this point, the boss can't help him.

When teaching, this pattern is not unfounded. In the first second years, I am a more tolerant person.

Basically, the group got basically one or two years, and he would know what was wrong. In the second year, the process of verification is very difficult.

This Alibaba mode, designers are not too grounded, designers have dreams, like tall, make brands and sell goods, the original traditional system, do brand and sell two groups of people, all day long, the consumption team said that this thing is not good to sell, to sell, there will be contradictions, the group of this mode of contradiction in one piece, internal constantly fighting, make both good and right things.

I am the person in charge of the small and medium enterprises development center of Shanghai Jiao Tong University, representing the Chinese clothing manufacturing industry, asking you a question. Now the garment manufacturing industry is very difficult, manufacturing is shifting, and there is no brand. You are a supplier of electricity, and it is very painful for them to pform their ideas. Their own advantages are to be refined. Do you have any good suggestions for such a group of Chinese garment manufacturing industry? Do you have any good suggestions for making such a group of Chinese garment manufacturing industry? The second problem is that it is very difficult for the clothing enterprises to do domestic marketing now. They are too pparent to do business, the price war is very fierce, and the export is becoming more and more difficult. The domestic electricity supplier is so successful. Has there been any integration of the domestic made Confederation and the integrated electricity supplier? /p > questioner

Zhao Yingguang: just like B2C's official website brand, doing a good job in the supply chain is very good. Second of the brand matter is to be considered. My point of view is not to say that the manufacturing industry can not make the brand, but that the brand on the Internet has its own logic. If I am the boss of the garment manufacturing industry, I may make a brand, but I will do in-depth cooperation with the excellent Internet companies. Then I will be familiar with and understand the mechanism of the internal operation of an Internet brand. The first supply chain, the supply chain of the electricity supplier and the traditional supply chain are very different from each other. What is the major difference?

To understand deeply, first of all, when we first cooperate with the traditional professional Internet brand, we will decide if we have the ability to do the Internet brand.

Q: Thank you very much, Zhao. In the end, I would like to share with you all of us a piece of dry goods that we understand. This is a clear case from Zhao. From single brand to multi brand, to a stage of incubation, the system is very powerful. I think it will be a very large and efficient operation mechanism. To see which nodes, from what single brand to multi brand, what kind of conditions do you have to make second brands at what time and node? What platform do you want to build on the platform, and build this platform management mechanism and enterprise culture? /p > P strong.

Zhao Yingguang: on the Internet brand and traditional brand imbalance mode, the Internet makes brand and now brand has a major core problem, the Internet is relatively low cost and high quality of a channel, in fact, the cost of online is very high, and many online operation strategies are wrong. Online depends on high frequency and low cost, including second products to third products, including platform, platform investment is not big, but there is an accurate and objective data, this data let me make decisions, whether to continue to push forward, including many brands when just started, why do these brands do so, sometimes influenced by the traditional mode, the group's mode is also to bring the characteristics to the extreme.

including discounts, the traditional < a href= "http://www.91se91.com/news/index_c.asp" > brand discount < /a >, is to discount season, including Tmall 626, Amoy brand, the beginning of the season discount, new start, new 15 days, different products, each product discount.

This is the characteristics of the Internet. Single products can be discounted, and the sale of single products can be completed. It is difficult to achieve the following line. This is differentiation.

When to do more brands and when to make a platform, according to the continuous trial, the cost of testing is not high, but the high frequency test, try to continue to go on, try not to slow down a bit is so simple.

Questioner: questioner: my question is: at present, many brand electric providers emphasize the supply chain system very much, and will take the supply chain as the core of brand development next time.

As a clothing enterprise, I would like to ask Zhao general whether he has a supply chain system under the banner of the Korean family or whether he is currently in a stage of cooperation with the third party and manufacturing plants.

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if you cooperate with the professional apparel industry system, your order plan, for example, the cash order or your small list, how to deal with smaller Mini bills is a problem that the clothing enterprises are facing now. It is a question of cooperation between processing enterprises and processing plants.

Zhao Yingguang: in fact, an Internet brand supply chain is the foundation, but not the most important.

If you want to make an Internet brand, brand marketing is the first.

Including the experience of Han Du Yi house, the Korean capital supply chain was only formally established in 2011, but from 2008 to 2011, many people do not know what to sell and what we sell.

Han Du started seven people from the beginning, then recruited some students, then the group system, three people, four or five teams, 10 people, four or five teams, three teams 60 thousand yuan, one group 20 thousand, this is the time to start.

Any support, a total of 10 people do not have a a href= "http://www.91se91.com/news/index_c.asp" > supply chain < /a > system. Can you pick up some small factories in the south, can you pick up my list, and when you look for it, the factory says you can do that, you can give me the money first, then give me the production, then send it to me, then send the sample to you, then give it back in two months. You can't see the delivery. The quality is very bad. The money has already been given to you. It doesn't matter to you. It's only two months before it was sold to you for three months. But the garbage can be returned in three years, because the marketing is done well in the a. No.

P went to Korea to take a digital camera all day.

I swam in Korea. In that era, brand relies on marketing, and goods are junk.

So small places can not expand the supply chain, with the gradual expansion, basically by 2011, that year to do 280 million, do 3 hundred million before selling garbage.

Many people now have less than 3 hundred million of their scale, and they do not sell garbage. For example, Ji'nan, such as Haishu and Ji'nan, the clothing supply chain is zero, and it can only be found in the south, but also through the Alibaba.

A few guys who learn clothes, often cheat, set 100 or 80 pieces, love or not.

Of course, the supply chain is very important, the product is not good, but the product comes, your marketing should pay attention to, after you do well in marketing, your product is a little bit worse.

another day, including "a href=" http://www.91se91.com/news/index_c.asp "brand name", "brand /a".

Pay attention to your brand as early as possible.

For example, just the brand, the boss opened Taobao shop in 07 years, is a fashion designer teacher.

07 years of opening shop, has been doing 2012, less than 100 thousand consumption a month, it is very difficult to do.

If you don't come to Han Du Lai, I'll do it with you. The first thing to do in my company is to go to my conference room and tell me what it is, and he says a lot.

I said no, I said at most six words, and I wrote many words on the white board. Finally, I would call Oriental retro.

he said that the eastern retro is a home, and has never heard of any brand called Oriental retro.

I said: if you want to better position, you can change it in the future. If you can't think of it, use it first, but you must use it.

Until now, they talk about this habit, called Oriental retro designer dress.

When you have to think of a slogan, you need eight words at most, within six words, you need to think about half a day.

tell your team clearly when making brand.

Segmentation is the focus of your whole team.

What is your position, you must use a sentence to explain what it is.

Including the recent contact with almost 99% Taobao points boss, what you are, he simply does not know clearly.

If you can't say clearly, how can the team designers focus on that point? Consumers may not feel so strong, but there will be differences.

If brand marketing is done well and sales will affect the supply chain, you will have to build a supply chain yourself. Until now, you will not build a supply chain yourself, but if you want to control and integrate the supply chain, you must rely on quantity to integrate. The quantity is from good marketing and good positioning.