Zhao Yingguang, Founder Of Han Du Yi House, Talks About Focusing On Electricity Supplier

Here world clothing shoes The Xiaobian of the hat net is to introduce the founder of Han Du Yi house, Zhao Yingguang, about the electricity supplier.

Wu Xiaobo wrote a very interesting saying in "thirty years' agitation": "the reform and opening up of China's economic development is closer to the world economy, until it is difficult to separate and integrate."

Zhao Yingguang, the founder of Han Du Yi house, is a typical example of this difficult environment.

　 Start: Korean experience and Chinese electricity supplier 　

Zhao Yingguang talked about his earliest business history: "in 1995, I graduated from Shandong University and graduated from Korea, and entered a foreign trade company." Korean is a small language, which was very popular in the foreign trade at that time.

Two years later, he went to work in South Korea. At the time of the rapid development of Internet in Korea, Zhao Yingguang began to engage in e-commerce, and the idea of starting a business began to sprout.

After a lot of exploration, an accidental opportunity, Zhao Yingguang visited a Korean company called YSP, an e-commerce company that ran clothes. When exchanging, YSP President Zhu Chunxie shared three experiences: one is to make a brand, the other is to cut from casual clothes, and three is to locate "fast fashion".

These three became the key to the beginning of Han Du Yi house, and the dogma that Zhao Yingguang adhered to so far.

In 2008, the Korean clothing house was established.

At first, Zhao Yingguang still had the thinking of channel and distribution, and the goal was to make a channel brand, that is, Korean purchasing. Looking back on that experience, Zhao Yingguang was filled with emotion. He said: "Han Du Yi house started from Korea. In the course of development, there are also some fatal weaknesses of "purchasing". There are four points: first, the waiting time is too long, the two is easy to break stock, three is unable to return goods, and four is low price performance.

Buying a series of bruising makes Zhao Yingguang start thinking about how to improve the consumer experience. When it became clear that consumers were buying styles, quality and appropriate prices, instead of having to buy clothes from South Korea, in April 2009, the team began to hand over the selected items to the representative factory, transforming itself into the Internet own brand, and exploring the new business mode.

For the later choice of China's electricity supplier, that is, the Taobao platform, Zhao Yingguang interpreted this way: "under the background of the rapid development of the Internet, China's Internet has broad room for development. Secondly, the low cost of network marketing can effectively attract customers and increase customer stickiness by means of social network. With the continuous development of the Internet, traditional marketing methods have long been unable to meet the basic needs of enterprises. And the electricity supplier is the direction of development.

　 Value: single product whole process operation and flexible supply chain

In the face of more and more electric business competitors, how to improve their value and brand is the second question we asked in Zhao Yingguang's interview.

Zhao Yingguang did not answer directly. Instead, he talked about the most prominent inventory problem in the clothing industry: "inventory problem is one of the difficult problems in the clothing industry, which directly interferes with the work of capital turnover, new product design and supply, publicity and expansion."

Therefore, Han Du Yi house has put forward the two avant-garde ideas of the single product whole operation system (IOSSP) and the fast response flexible supply chain system (FSC), which is the core of the product group system.

The so-called "single product whole process operation system" refers to every product, from design, production and sales to the "product group" as the core, planning, photography, production, marketing, customer service, logistics and other related business links, the whole data and fine operation management system, "a small number of products, to sell products", to maximize the advantages of the Internet, the establishment of "many styles, fast update, cost-effective" competitive advantage. "This has effectively solved the most heady inventory problem in the apparel industry, which can ensure that customers can provide more products with high price performance ratio." Zhao Yingguang said.

according to Zhao Ying Guang The concept of "single product whole process operation system" takes product group as the core, and product groups operate independently and independently. They focus on the core of "product operation" and carry out business independently under the overall planning of the enterprise. At present, there are 257 product groups in Han Du Yi house. Each product group is usually composed of 2~3 members, and the non standardized links such as product selection, order management, page production, discount sales promotion and so on are fully assigned to each group. The product group mode realizes the relative unification of "responsibility, right and profit" on the smallest business unit. It is a "self-management body" built on the public service platform of enterprises. It has trained a large number of people who have business thinking products development and operation, and has also provided the most important talent pool for the group multi brand strategy.

The flexible supply chain is a combination of marketing planning, product planning and production planning to provide a comprehensive decision-making basis for the product team to solve the contradiction between the "more styles, faster updates, higher cost performance" of the Internet brand and the "pipeline plan production" of the production supply chain. Under the premise of ensuring product quality and controllable production cost, the supply system of "multi batch, multi batch, small batch production" can be realized.

In this supply chain system, all departments of Han Du Yi house, under the impetus of the "product group", have clear responsibilities and high coordination. At present, there are more than 240 suppliers in Korea's clothing shed, and the minimum order quantity of goods is 100. From the order to delivery, the average period is 20 days. The annual sales and sales volume exceeds 30 thousand items, of which the ratio of return to sales is more than 40%, and the inventory turnover rate and the sales turnover rate are increasing year by year.

Outlook: brand promotion and focus on online positioning of social media

When it comes to the future direction of development, Zhao Yingguang first talked about the brand publicity that clothing companies value very much: "Han Douyi doesn't want to go the old way of traditional propaganda. Micro-blog, WeChat and micro mobile social media are the focus of the company's current and future development. The sales of wireless terminals account for over 45% of the total sales. I think the social network carries a lot of effective information, so that e-commerce enterprises can accurately understand customer needs and provide better services. Secondly, e-commerce enterprises can use social media to create trust to attract potential customers, but also to increase the stickiness of unstable customers. In the process of social network interaction, customers take the praise of products and so on. In fact, they are doing free advertising for enterprises. In the increasingly mature social marketing, the advertising effect of social media is becoming increasingly apparent. E-commerce enterprises can effectively improve and enhance their brand image through social media.

When I talked about it in the past year Marketing Management O2O is a common noun. Offline manufacturers have been fighting online, and the electricity providers have begun the layout of the current hot spot, but Zhao Yingguang has denied it rarely. "Han Du Yi house has always focused on the Internet and will not set foot in the store. Because every day millions of visits on the Internet can not be compared with the volume of people in the physical stores. The traffic of Korea's clothes house is the first place in Tmall mall, and is known as the king of traffic. The traffic and conversion rate of the flagship store in Korea is ranked first in the category of women's clothing, the total of second to fifth. We will focus on Building Internet brands. "