Zhao Yingguang Talks About The Development Of Han Du Yi She

"Foreign monks will chant scriptures, which is a global mentality." Zhao Yingguang did not deny that Han Du she had not received enough trust, especially the recognition of consumers in the first tier cities. "UNIQLO is not so popular in Japan, but many Chinese like it." He said that at the present stage, he did not really think about the real fast fashion brands such as UNIQLO, ZARA, H&M and so on, and raised the negative example that Lining wanted to compete with Nike and Adidas.

As the founder and CEO of Han Du Yi she, Zhao Yingguang has a clear understanding of himself. "We do not want to be high-end, but we want to be a middle end and mass market brand." Zhao Yingguang, who was born in 1974, was slightly fat. He wore a plain latticed shirt and black trousers. Speaking Mandarin, he had a strong Shandong flavor. It seemed that he couldn't see much fashion in his clothes.

"I don't understand fashion. I don't understand women's clothes or men's clothing." Zhao Yingguang told reporters. However, it is this "do not know fashion" people, but in the past six or seven years, less than 200 thousand yuan to start, led the Korean clothing shed to grow into a well-known brand, in the domestic comprehensive e-commerce platform, for three consecutive years (2012 -2014) women's clothing ranking is the first place, and become the 2014 women's clothing three championship - Tmall women's wear annual championship, double 11 champion and double 12 champion. In 2014, the total sales volume of double eleven and Han Du she group was 279 million yuan, nearly second times that of UNIQLO (107 million yuan), and the total annual sales volume reached 1 billion 570 million yuan.

To explore the success of Han Du Yi house, many people will mention the operation mode of their product group system: three people are a group, including a selection designer, a page production, an order operation and maintenance, each group is a small business body, independently complete the design, production and sales and other links. Up to now, there are about 270 teams in Han Du's house, with nearly 800 members.

This is considered to be a classic case of Inamori Kazuo's "amoeba mode", but it is not intended to learn from the beginning. Zhao Yingguang told the interface news that when he wanted to make online women's wear in 2008, the first thing to analyze was the clothing store under the line, where the location was king. There were many disjointed designs and sales. If we wanted to make the line, we should focus on the product as the king, so we came up with the three modes of design and sales and product operation to form a community of interests.

Zhao Yingguang said he still clearly remembered the names of the three people in the first group. "They chose a pair of jeans, and even my layman could hardly see it." But he did not stop. He just told them, "you may have problems with your pants, but you have to do so, and I don't care." Later, it turned out that this kind of trousers were not good enough to sell, but they lost money. But it was through this mistake that the initiative of the group was effectively activated and upgraded for the next time.

This kind of patience and full decentralization, which is willing to let the staff try and make mistakes, makes the group system of Han's clothing house run autonomously and is full of competition, so as to realize the unity of responsibility, right and benefit. Zhao Yingguang defines his responsibilities as service management rather than control, but to do all kinds of services.

In Han Du Yi house, the group is divided into three types: maturity, qualification and development. There are competition and cooperation among different groups. "Product group is the core department." Wang Siyuan, manager of product planning department of Korea's clothing factory, told the interface news that they will formulate the next year's target according to the industry data and sales data of Tmall, vip.com and other platforms in the previous year, then divide them according to the brand and category, and finally determine the monthly tasks of each group, including sales, gross profit margin and sales turnover rate, and so on, so as to improve the overall inventory turnover rate.

According to Zhao Yingguang, the industry initially did not care about its group system, and thought that the design of Han Du Yi house was uneven, "like a grocery market". Most of the other Internet fashion brands, such as Yin man and rink, have grown up with designers. At that time, when Zhao Yingguang went to Taobao's meeting, each time he chose to sit in the back, because the other brands had a clear positioning for their own brands, a brand dream, and called "tonality" in jargon.

Han Du Yi house is obviously not. Thanks to its learning experience in Korea in the 1990s, and the experience of selling mask, milk powder and automobile products on the Internet in the early years of twenty-first Century, Han Du Yi started to imitate all kinds of Hanfeng fashion at the beginning of its creation. At the very beginning, it basically copied copies intact. After realizing the risk of publishing rights, Zhao Yingguang set the rules internally, that is, the proportion of alteration must exceed 30%. "In the industry, if the difference between these two styles is over 30%, you can hardly say that it is plagiarism." Zhao Yingguang said.

As the scale grows, Han Du Yi house also intends to reduce dependence on Han Feng. Beginning in 2012, Han Du Yi began to make many kinds of sub brands inside. Up to now, there are 20 sub brands inside the Korean clothing house, including 5 sub brands in Europe and America, 3 sub brands in Dongfeng, and 4 of them are mergers and acquisitions. Zhao Yingguang said that what Han Du she wants to do now is an "Internet fashion brand incubator", which includes not only internal incubation, but also external mergers and acquisitions. In his vision, he has reached 30 sub brands this year, and at least 50 in 2020. Independent brand Annual sales exceeded 10 billion. In terms of category, it is hoped that Hanfeng will take up 40%, Europe and the United States will account for 30%, and Oriental wind will account for 30%, forming a 433 ratio.

After the success of Han Du Yi she, there are many others. brand It also wants to learn from its product group system. Zhao Yingguang believes that there is no problem in imitation and reference, but the difficulty lies in the fact that many bosses' minds are controlled by management, lack of patience for trial and error and unwilling to give full play to their rights. In addition, many designer brands exist in pursuit of "small and beautiful" and expand the scale of the contradiction.

After the fame, Han Du Yi house also began to win the favor of capital. In 2011, the Korean family made about $10 million in IDG investment. Although IDG was doubtful about the group system when it was invested, it felt that the management team headed by Zhao Yingguang should be able to do something. In the middle of 2014, when Quan Ren, Li Bingbing and Huang Xiaoming launched the Star VC, Zhao Yingguang quickly approached them and quickly selected their first investment list. At the same time as Star VC, there is a well-known domestic private equity fund and internationally renowned fashion group. But during the interview, Zhao Yingguang thought it was not convenient for these investors to make public.

　　 Star VC The investment and share ratio is relatively small, but this is obviously a cost-effective deal for the clothing brands such as Han dresses, because Han Du Yi house can publicize the images of these stars (including Huang Xiaoming's girlfriend Angelababy) openly, and even if they still give the money to Han dresses, it is necessary to know that celebrities like Li Bingbing will have a fee of up to 120 million for one year.

For Han Du Yi she, another important event in 2014 is to find Gianna Jun, who has been blaze by "you from the stars," and "national younger brother", Andrew Ahn, to speak for him. In Zhao Yingguang's calculations, for Korean brands such as Korea's clothes house, it is sure that they can invite Korean frontline actresses such as Gianna Jun to enhance their brand awareness and reputation and distinguish between many online brands.

On the second day of the news interview, Han Du she announced another new spokesperson, the new generation of Korean pop star Park Shin Hye. According to introducing, the star strategy of Han Du Yi house adopts the mode of "1+N", that is to say, choose "Gianna Jun" as the "principal spokesperson" of the group brand and sign a long-term endorsement contract. At the same time, every year, other highly popular stars and Gianna Jun jointly endorse.

Now that we want to gradually weaken the dependence on Han Feng, why do we find the celebrity endorsement stars are all Korean celebrities? Zhao Ying mentioned Zeng Guofan's battle strategy "knot hard walled, fight a war" - "in the field of Hanfeng, we have to be absolutely the boss." Zhao Yingguang believes that "Han Feng" is the absolute "hard walled" of Han Du Yi she, and its sub brand will be progressively promoted, but it will never give up the dominant position of Han Feng. As for many people who still can't see the brand of Korea's clothes house, Zhao Yingguang said he is not worried. He will gradually bring some influential brands abroad to China, including a top American underwear brand being discussed.

In addition, the internal management of the supply chain is also being carried out in South Korea's clothing house, which is to cut the production links and distribute them to different factories, only to make a certain link, so as to better achieve a small number of products and sell products. As for whether or not to open the shop, Zhao Yingguang said that they have discussed many times inside, but so far, they will not try to open shop under the line.