Zhao Yingguang, Korean Clothing House: Clothing Accelerated Faster, Smaller Products Can Be Profitable.

< p > > a href= "http://sjfzxm.com//business/" > mobile < /a > Internet is the upgrading of PC end Internet. For us, a realistic effect is that sales will be greater, thus achieving a greater degree of "small profits but quick turnover".

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< p > in fact, the development of mobile Internet is so fast that we did not think of it at the time.

The traditional clothing industry is now not high enough to increase the price to four times, nor can it be lower than three times. Otherwise, it is difficult to achieve sustained profitability. As a pure Internet brand, we have been discussing it all the time.

Pricing strategy to two times, can we achieve profitability, achieve scale profits and achieve rapid development? < /p >

< p > at present, with the rapid development of mobile Internet, we have brought great confidence to us.

Clothing will therefore become more and more a fast selling product. It will accelerate the pition from partial durability to fast selling products, making it possible to achieve large profits through "small profits but quick turnover".

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< p > < strong > not only a href= "http://sjfzxm.com//business/" > brand < /a > personification, but also personalization of products < /strong > /p >

The core competitiveness of "P" Han Du Yi house is the organization and management mode based on the characteristics of the Internet, creating the "single product whole course operation system centered on the product group".

The "three person group" of Han Du has realized the relative unification of responsibility and right in the smallest business unit, and each product group has more than 90% decisions on the whole life cycle of the product.

The marketing department and the planning department are only responsible for making the rules under the big framework. For example, our main brand is located in Hanfeng's brand, but how to show Hanfeng, each group can define and display according to its own understanding.

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< p > How do traditional costumes do? There are main designers and designer assistants. Each season, we should identify several themes and series, and brainstorm everyone's opinion of how to show the tonality of the brand.

Over the years, this is what we all do. It seems like a rule of course, but is it really the right thing to do in the Internet age? Now young people, the way of buying clothes and the standard of evaluation have changed a lot. The consumers in the original line need to advance to the business circle and then enter the shop and finally arrive at the single product. But the consumers in the Internet era directly search their dresses and go directly to the presentation page of all the articles of the dress. They choose directly to see one of the clothes that they like and look at the other buyers' evaluation. He thinks the price is acceptable. If the brand is heard or bought before, it will be better, and then buy it.

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< p > based on the huge changes in the order of consumers in the entire purchase process on the Internet, we have adjusted the operation mode, handed over the overwhelming majority of decisions about product operation to every "product group", and turned them into a "self operated camp". For example, one of our sub brand target customers is a 16~25 year old young girl. For the designer of this brand's product group, we choose graduates who have just graduated from university. According to their performance and ability evaluation, we give certain amount of funds, so long as they are within the framework of the company, they are free to play.

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< p > > a href= "http://sjfzxm.com//business/" > we < /a > is now the 260 group, and nearly one hundred items are to be launched every day.

We do not have too many restrictions on them. They communicate directly with the target consumers through products and visual copywriting. They try hard to use their favorite designs every day, use their favorite copywriters, present them with their reasonable prices, adjust constantly according to the feedback of consumers, and then consumers will feel that an invisible atmosphere behind the brand makes him feel comfortable, though the vast majority of consumers do not know why.

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< p > < strong > the traditional channel is land, and the Internet is ocean < /strong > /p >

< p > the traditional channel is "land", the Internet is another world, is "the sea", especially the mobile Internet, has accelerated the greenhouse effect, the sea is slowly expanding, has been eroding the land. For most industries, especially the consumer goods industry, O2O is not Online To Offline, but should be Offline To Online.

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Below P > many offline enterprises are still on land and do not know the water quality. But the reality is that the water is slowly rising, the land is getting smaller and smaller, and the ocean is getting bigger and bigger.

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Under the P line, enterprises should actively think about whether it is possible to adapt to the life of this sea. Many online brands want to go down the line. I think it is very dangerous. I think the Korean home is very happy now. I often tell my staff that we are born in the ocean, where the space is enough for us to grow. We will not consider how to live on land. We can live well in the ocean.

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