The New Strategy Superstar Of South Korea'S Clothing House Exploits Fans' Effectiveness

On the first weekend of the new year, the practical class is meeting with you again!

At the beginning of this phase, the practical class will enter the case, and we will pay close attention to the successful brand enterprises.

Here, skew ring will sort out an Internet business case every week, extract its highlights in marketing, operation and supply chain, and share with sellers, hoping sellers can take the best and avoid weaknesses.

This time, let's start with Han Du clothes house.

Case: Han Du Yi she

Industry: Women's wear, etc.

Results: 2014 annual Tmall women's wear championship, "double 11" champion, "double 12" champion, "three crown."

Marketing strategy: exploding fans with stars

Before 2014, Han Du Yi she had already established a certain reputation, but reputation and brand strength were not enough, and event marketing needed to expand brand reputation.

In this direction, Han Du she co signed with Gianna Jun, the protagonist from the stars in 2014, signed a contract for 3 years, greatly promoting brand sales.

On the other hand, the main line of brand marketing of Han Du Yi house in the whole 2014 is Star VC marketing.

At S

After issuing the information of entering the investment circle through logical thinking, Han Du held the first meeting to discuss cooperation.

At the beginning of the contact, Quan Ren and Li Bingbing did not know that they had a sense of distance from the brand.

But because they are very well prepared and have been communicating for a week, the other side is willing to negotiate and cooperate.

After talks about cooperation in July 15th, they began to spread their efforts.

Because the content of the event itself has a burst point, so the PR team did not do too much subversive action, but linked with the more famous domestic e-commerce providers to disseminated from the media.

In addition, Han Du also recorded some blessing videos for the stars, pushing low-cost push through all channels that the brand can relate to.

Because Han capital is the first investment project of StarVC, the star is not only a spokesperson, but also an investor.

So most media gave headlines after the announcement.

In micro-blog, WeChat and self media channels, Huang Xiaoming and Li Bingbing also interact with Korean fans and fans.

Before the double eleven, that is, the signing of the contract in September 25th to double eleven, Han only pushed one thing, that is to push Star VC three stars to stake in Korea's clothes house.

Operation strategy: single product whole process operation system (three person regiment)

The single product whole process operation system refers to the packaging of product development personnel and the whole page design guide, as well as goods and inventory managers, into a group.

A group has 3 people in its structure, and then consider it with a single account, forcing each chain to manage the single life cycle with the selling rate.

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The specific way is that every quarter planning center will plan the quantity of fashion elements and needs. After each group gets the data, the clothes of different elements will be designed according to the characteristics of the group's route, and the whole page will be responsible for the production and pricing of the supporting pages.

In terms of funds, each group can freely control the amount of funds, and the amount is directly linked to the sales volume of the group. The larger the amount is, the larger the amount will be.

The amount of funds this month is 70% of last month's sales.

For example, last month sold 5 million yuan, 5 million yuan 70% is 3 million 500 thousand yuan, so this month the group can use 3 million 500 thousand yuan to go to the new order.

Matching is a set of "explosion Wang Ping lag" evaluation mechanism.

Every 14 days, all styles will be sold through the sales volume, the high volume of explosions or the money that will be sold.

Relatively low flat or unsalable, discount sale immediately.

Group deductions are calculated based on gross margin and capital turnover ratio. Therefore, there are few unified discount promotions, but each group makes promotional decisions based on commodity conditions to ensure gross margin and capital turnover.

If a group's products are not sold for a long time, they will be scattered and reorganized.

The most direct benefit of this approach is that the average daily number of new brands is nearly 100%, and that of the goods sold on the shelves is up to 5000. In the current quarter, about 4500 new products have been planned and developed, while the sales rate has remained at 95%.

Supply chain strategy: small quantity, quick return, flexibility

Traditional brands sell tens of thousands of goods per item, which is like a heavy punch produced by a boxer. The strength is great, but once the risk is lost, the risk is great.

Change your routine.

In the new year, Han Du Yi house will do in the tradition.

A garment is generated by the process of typing, cutting, sewing, and finishing, and is divided into modules. One factory is only responsible for one process, and the production of one garment will be completed by several factories.

By dividing the supply chain, the order is further differentiated to achieve shorter capital turnover cycle, less inventory and smaller risk on the basis of ensuring higher efficiency, faster speed and better quality.

This method has been tested in Shandong before: the Korean version is responsible for the Korean version, and the tailoring and finishing are carried out by a supplier in Zhucheng, and the sewing is made to the local garment factory.

This attempt has produced more than 400 items of clothing, each of which is large, medium and small, with two colors and only 40 pieces, with a total of 16 thousand pieces, reaching the expected goal.

Big promotion strategy: focus on market changes (take double 11 as an example)

Take double eleven in 2014 as an example, in March, Han Du opened eleven pairs, and the first batch in June was put into operation. In August, the first wave production and shooting of all styles were completed. The biggest difference between them and ordinary clothing enterprises is that their order is 40% of the total estimate.

In June, the first batch of models began trial marketing, and data collection, browsing, collection, evaluation and so on. At the same time, the test was launched on various social media.

In August, all the styles were basically completed, and there was a general ranking of the more than 100 styles, thus determining the double eleven main hits.

In September, second batches of orders were issued, with a single volume of about 30%.

At the same time, determine the order quantity according to sorting adjustment.

The popular styles with better response to the market are determined by the factory's capacity to determine the production capacity and the quantity of the pre-sale according to the maximum production reported by the factory.

At this time, the order products arrive around two weeks to a month, because the price of the double eleven is really cheap. Some consumers can still wait for it, thus assembling a double eleven pre harvest and double eleven sales volume.

On the wireless side, in September, South Korea started the dual 11 operation of wireless terminals, and more than 300 special contributions will be released through various SNS channels.

At the same time, do the mobile phone end electronic magazine, recommend every 40 items.

In the package of double eleven, South Korea will put a DM booklet, not to promote products and styles, but to introduce all kinds of preheating activities to users, tell them what activities are available in the time period, and guide customers to take the initiative to pay attention.

In addition, WeChat has also developed some games to promote old customers.

Conclusion:

As the first to grow up

One of them, Korean capital has become the benchmark and banner of the electricity supplier industry.

Its original "group system" operation system, flexible and efficient supply chain and practical skills to keep up with the market have many sellers' reference points.

And not to mention Star Marketing, supply chain management these seemingly professional topics, single big promotion preparations, it is estimated that the double eleven will come, and the holiday makers are still dwarfed by the holiday.

It is said that the most feared is not that others are better than us, or better than us, but better than our outstanding people than us.

So, the industry Top1 is so spelled, do you mean lazy?!