Zhao Yingguang, A Korean Clothing House: Clothing And Consumer Goods Are Profitable.

Recently, Han Du Yi she Zhao Yingguang, chairman and CEO, was invited to participate in the Internet afternoon tea activities of alumni of the Yangtze River Business School. He said that the mobile Internet is the upgrading of the PC end Internet, and the sales volume of e-commerce will be greater. This category of clothing will increasingly become a fast moving product, accelerating from the durability to the direction of fast moving products, making it possible to achieve large profits through "small profits but quick turnover". The participants in the dialogue were alumni of the Yangtze River, Wang Jun, co-founder of public comment and President of the capital of Fuxing Kun Zhong, who shared the idea of "clothes, food, shelter and travel under the Internet. What will be the future mode and direction of development?"

　　 What will the necessities of life be like in the future?

The mobile Internet is the upgrading of the PC end Internet. For us, a realistic effect is that sales will be larger, so that the "small profits but quick turnover" can be achieved to a greater extent. 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. The pricing strategy has increased to two times. Can we make profits and achieve rapid development? 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 transition from partial durability to fast selling products, making it possible to achieve large profits through "small profits but quick turnover".

　　 In the Internet age, not only the brand personalization, but also the product. Personification

Zhao Yingguang said that the core competitiveness of South Korea's clothing house is the organization and management mode based on the Internet characteristics, creating the "single product whole process 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.

tradition clothing How to do it? There are the main designer, with the designer assistant, each season to determine a few themes, several series, brainstorming everyone, how should we show the tone 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.

Based on the tremendous 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-management body". 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, and give them according to their performance and ability.

The fixed amount of funds can be freely played within the framework provided by the company.

Zhao Yingguang said, "in the Internet age, not only the brand should be personified, but also the product must be personified." We are now the 260 group, and nearly one hundred items are launched each 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.

　 The traditional channel is land and the Internet is the ocean.

Zhao Yingguang believes that 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, and 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.

"Many offline businesses 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 oceans are getting bigger and bigger." Zhao Yingguang wants more offline businesses to think positively and 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 sea, 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.