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Reflection On Zhao Yingguang, Founder Of Han Du Yi She

2014/8/2 17:27:00 62

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Han Du Yi She Founder Zhao Yingguang Introspection

> a href= "http://sjfzxm.com/pioneer/" > reflection "/a" and explore not only Korea's clothing house, but also entered the 2014, many brands have stepped up the pace of curve overtaking.

In June 27th, reporters held the "2014 brand e-commerce (Haishu) summit" in Ningbo, when the famous traditional brands and Internet brands will encounter a collision between confusion and growth.

reporter: your style is very open. In the past, you often made public the operation data of micro-blog, which was rarely done in the past year, because the data didn't look good before. Now what data do you care most about? Can you share it with everyone?

Zhao Yingguang: the operation data of Han Du, which I used to open on micro-blog, were not collected and published intentionally, but I was released by hand in my work.

Data released at that time focused on store traffic, traffic source composition, sales ranking and customer price conversion rate.

These data are still very healthy this year, and little change.

Why did I share so much in the past and now share less? Mainly at that time, Han Du "the single product whole operation system centered on the product group" was "the first in the world", and many famous Internet brands also encountered various difficulties during the same period, and all along the way, carrying the enormous pressure of being recognized, and sharing these data, there was a special need to prove the meaning of the Korean model.

But by the end of this year, the business models of South Korea have become more and more clear, proving that their wishes are much smaller, and they have focused on multi brand operation and how to create a fashion brand incubator. What I am most concerned about is the operation data of sub brands, which I may share more in the future.

reporter: you said that the shopping crowd is becoming more and more fractionize, so many brands must be done.

Other Internet brands have also implemented a multi brand strategy, but the effect is not very good. How do you evaluate the brand performance of Han Du Yi she? Among them, what is the most correct thing you do and what is the most wrong thing?

Zhao Yingguang: to make many brands, we need bottom-up aspirations and top-down guidance. We can do well in two aspects.

While other Internet brands do more brands, there are more top-down components, and the desire for bottom-up is not strong, or even not.

The special structure of the Korean group has led to a strong and sustained desire to make more brands from the bottom up.

The reason is very simple, a product group with a brand is limited, and the product group system itself has cultivated the designer's self-management thinking. When a brand capacity is saturated, under the increasing pressure, the product team will have the desire to make a new brand.

At the company level, there are specialized departments responsible for supporting new brands, and the relevant policies are becoming more and more perfect (in terms of wages, business assessment indicators, etc.). Therefore, the structure of this combination can ensure the good development of many brands.

"P" one of the most important thing is that in May 2012, the merger of designer brands, through the development of the plain, fully tested Han's product group system model, not only for the buyer's brand, but also fully applicable to the designer brand, which is very important for the expansion of the multi brand operation of Han Du.

One of the most wrong things to do is to set up an independent sub brand for women's shoes and stop in less than half a year after the operation of P shoes.

Now our shoe accessories are all classified as sub categories of clothing brands.

In the future, each sub brand will have its own shoes and accessories products, but will not be independent brand.

> a href= "http://sjfzxm.com/pioneer/" > reporter < /a >: it is said that Han Du Yi house is 20 thousand per day, and the average price of a single product has also been mentioned about 180.

In today's Tmall environment, upgrading the price of single products is very difficult.

There must be a lot of reasons why han Du Yi house can do it. Please tell me the most important reason why han Du can do so.

Zhao Yingguang: since 2011, we have regard the supply chain as the most important task. First, we must pay close attention to the quality control system. The two is the introduction of traditional management supply chain personnel. The whole supply chain team has more than 400 people, and the cost of investment is very large.

The most important reason for supporting higher and higher customer price is that products are getting better and better.

reporter: I have seen a representative factory in Tmall shop, but the overall score of the shop is very poor, but the comprehensive score of Han Du Yi house is very good.

Why are the differences between the two products so great? What do you think is the essence of the Taobao Star clothing brand?

Zhao Yingguang: I think the essence is still the product group system of Han Du. Although it is a similar commodity and price, but because of the business structure of the group system, each group has their own responsibility for each item, and the fine operation level of each product is much better than that of other families, including picture shooting, collocation design, selling points refining and matters needing attention, so the customer experience will be much better.

reporter: it is also said that apart from the group system, it is also necessary to add the operation mode of quick imitation, production and sale, so the inventory control is better than others.

What is the inventory of Han Du Yi house since 2013? Did Han Du house worry about inventory in the past? How was it solved and avoided?

Zhao Yingguang: our target of inventory turnover in 2014 is 6 times.

In 2011, the stock pressure was relatively large. The main reason was that the arrival rhythm of products was not well controlled. Now we have a process of annual product planning. First, the marketing department will give the whole year's marketing promotion framework to the product planning department, and the product planning department will make a comprehensive arrival plan based on this.

At present, the Korean stock market can basically solve the inventory problem. In the future, it will be a continuous optimization process. Our sales rate will reach 92%~95% in the current quarter.

reporter: who is the Han think tank team?

Zhao Yingguang: brainpower team? Outside brain? There is no fixed team.

Some consulting firms will be consulted, but not for long.

P: reporter: Han Du Yi house for eight years. During the eight years, the environment of the electricity supplier is changing. What do you think is the key to the decision? What are your most memorable moments?

Zhao Yingguang: if from the Korean stage of development, from 2008 to 2009 is the Korean purchasing stage, from 2010 to 2011 is the private brand stage, from 2012 to 2013, the brand expansion stage, and 2014 is the direction of the Internet fashion brand incubation platform.

In the past eight years, what impressed me deeply was the fact that in 2010, Tmall launched the sub account permissions function, which made me worry that the nightmare of commodities being deleted overnight was over.

On the day when the function just came out, I hardly drank. I drank a tincture and got drunk.

decision making level, in addition to the conversion decisions mentioned above, there is also the decision to turn to Taobao mall from Taobao market in July of July, and almost all of them are used to recruit designers and expand product groups after gaining venture capital. In 2011, from 400 to 1100, this laid a good foundation for the multi brand operation in 2012.

reporter: Tmall has recently built up a big international brand. Will this directly reduce the volume of Internet brands and traditional brands in Tmall? For clothing, how many high-end users are there on Tmall? Can they support high-end brands?

Zhao Yingguang: the so-called strong international brand, mainly to do traffic subsidies, for other domestic brands and Internet brands will naturally have some impact.

But I think this is not a long-term strategy for Tmall, but a strategic and phased strategy.

Because the core is not the problem of how many high-end customers Tmall has, but these high-end brand's Internet operation system is not perfect, high-end brand consumers need some time to accept.

I personally believe that the low-end market attaches great importance to price, and the high-end market attaches great importance to experience, all of which are dominated by offline market, while the mainstream of online market should be the middle and high-end brand oriented market.

reporter: it is said that several brands of "a href=" http://sjfzxm.com/pioneer/ "Internet" /a "clothing brand began to shrink strategically this year, because the growth rate slowed down or the cost rose too much? What is the turning point for the Internet brand in 2014?

Zhao Yingguang: in the era of Internet, the possibility of the birth and maintenance of super brands is very small because consumer demand is more and more fragmented, especially the clothing category, which will be dominated by more differentiated brands in the future.

An Internet Brand Company should operate in the mode of brand cluster, so that stable and sustainable development can be achieved.

Therefore, if the seller of a single brand operation structure, after a certain scale, will soon encounter the ceiling.

Moreover, the ceiling of a single brand on the line should be lower than the ceiling of the same category brand under the line.

reporter: three cabs of electric business, product + operation + marketing. Sellers reflect that the operation is marginalized, products are being stocking and marketing is being supported.

What do you think of it?

Zhao Yingguang: what is "Hua" for the rhymes? For the whole industry, the scale of the electricity supplier will continue to expand. Only the brand positioning must be identified and clearly stated.

If we want to sustain rapid development, we must strategically lay out multi brand clusters in time to form a scale effect.

inflection point for the future five judgments

reporter: from the data of Han Du, are the online shopping users of different platforms becoming more dispersed or more concentrated? How do you predict the change of Internet users in the next one or two years?

Zhao Yingguang: on the same platform, users must be more and more subdivided. In the future, more and more users will find their own subdivision brands.

reporter: what are the ways of getting the new customers? What are the new monthly customers? What do you think will happen in the next one or two years? How will the seller get the new customers?

Zhao Yingguang: online advertising is directly related to sales. Basically, we will adopt conventional ways to get new customers.

While online marketing, South Korea pays more attention to social marketing, creating topics and guiding consumption in various related communities.

The proportion of new customers per month is about 60%, and the proportion of marketing in mobile terminals will rise sharply in the next one or two years.

reporter: how much is the order of the Korean mobile terminal? How big will the investment be this year? How can you predict the layout of the mobile terminal in the next three years? What mode will be the mainstream?

Zhao Yingguang: the mobile terminal accounts for more than 50% of the order. This year's investment will be two times that of last year, and the investment will continue to increase in the future.

Mobile terminal channel strategy is based on the major comprehensive platform, with its own APP as the supplement and the PC terminal as the same.

I think the competition threshold of mobile terminals is higher, and there are still many places to improve customer experience.

In addition, Tmall and Jingdong will still be the mainstream platform in mobile terminals. WeChat has great opportunities, but can we grasp it well?

reporter: Han Du has never opened the line shop. The development of mobile Internet has made the integration of online and offline more and more. Will Han consider opening the shop?

Zhao Yingguang: our strategy is very clear. We insist on being an Internet based fashion brand incubator. The online space is large enough. We will not distract our energy from doing the offline stores that we are not good at, including the experience shops.

Because the online brand DNA and offline brands are quite different, especially for all Korean companies who have grown up from the Internet.

reporter: take inventory of the past year, as the founder of Han Du Yi house, what is your deepest reflection? What do you think of the trend of 2014?

Zhao Yingguang: the deepest reflection is that the investment in IT is still insufficient, which has caused considerable pressure on the business development of Korea and the short board should be accelerated.

2014 is the year when platform structure is basically stable and brand differentiation begins. The year of Internet brand multi brand operation and online operation of offline brand, I think the mainstream market of future clothing must be on the Internet, and the share of offline market will gradually shrink.