How Does Zhao Yingguang View The Current Clothing Industry?

The success of the product group system of Han Du's house is being built.

What is the fashion brand incubator platform? How does Zhao Yingguang view the current clothing industry?

The following are interviews:

Reporter: where is the product group system? Where did the cow come from? Did you first think of Inamori Kazuo's amoeba management mode?

No, we didn't do that. After a certain degree, people told me that your model is very similar to amoeba.

We were doing this in Ji'nan.

There is no industrial resources, no talent resources, nor much money. What should we do? Starting from this problem, we will study it bit by bit.

Offline shop is through the card to lock consumers, who shop more, who will be forced.

But the line is not the concept, the online whole is a shop, there is no sense of location, what is spelled together, you have to spell products.

We will analyze the products coming out of the line, and the designers will make a pile of designs. But what will these designs be able to list? The sales department will decide which items will be opened, and which items will be valued. The order will be placed, but you will find that the designers are basically building cars behind closed doors, not getting the floor gas, and then letting the channel push harder. The products will eventually be sold or compensated, and the relationship with the designers is not great.

So what do we do? We let designers and sales, and products operate together in a daily way, and the interests are completely bundled.

That is to say, the group system is actually a better form in the process of switching from the era of channel to King.

Reporter: how many groups are there now?

Zhao Yingguang: now we are approaching more than 270 teams. The whole team is close to 800.

Traditional enterprises do our scale, and the number of R & D products is probably only about 1/5 or 1/10, only about 100 people, and we are six or seven times of it.

Reporter: that is equivalent to those of your group members, which is your product design department. There is still a gap in the level of designers with other companies.

Zhao Yingguang: what I saw was their growth.

If they compare with the designers of big brands, their level may be limited, but their growth is very fast.

Like the man in charge of our men's clothing, he graduated from the Shandong arts and crafts Academy in 2008, and then to Han Du. After six or seven years of development, he now leads a team of nearly more than 200 people. The sales volume of the whole department will reach nearly 3 hundred million this year.

Reporter: can the outside world be able to imitate the product group system of Han Du Yi house easily?

Zhao Yingguang: there is no problem in learning and borrowing.

But what is the difficulty? The difficulty lies in most companies, especially the clothing enterprises. It is a control type management, that is, the boss and the management are at a high level and go on to the bottom.

We emphasize service management, not control, and good service.

The decision-making power is not in us, but in the hands of each group.

How much can you get rid of power? How much can it be done? In fact, when they use this model, I think it is more difficult.

Many bosses are impatient.

In traditional enterprises, the boss is Superman, but why is the boss able to make decisions? It is because he has too much money on his body and failed to buy it with money.

If you want to put this experience on the staff, you have to make the employees make mistakes. Mistakes require cost, including capital cost and time cost. Many leaders do not have the patience.

The second is not willing to decentralization, that is to control employees, so that employees can not fly.

Interviewer: your group system is said to be very bad at the beginning.

Zhao Yingguang: group system is completely contrary to the concept of the original clothing circle.

There are many ideas in the garment circle, including a series, a standard template, and so on.

Some of the Internet clothing brands that we have in the same period are mostly designers. I am not. I don't know clothes now.

Fashion designers have a complex. They know clothes, but sometimes they become obstacles. If you know you want to control, you can't help controlling them.

I do not understand, I do not control, anyway, I do not understand.

Some of them asked me, "how do you integrate this style?"

There are many problems that we don't feel like a brand, just like a grocery market.

When I went to Taobao, I sat in the back. Why? To learn well, there are tonality in front. The brand has a clear positioning and a brand dream.

Reporter: do they still think so?

Zhao Yingguang: there is less, because facts speak louder than words.

Many of them are also learning Korean products, making many sub brands.

But because their designers are born, they have so-called brand dreams and have something to insist on inside. They want to make the so-called hundred years brand and make it small and beautiful.

But when they want to scale, there will be contradictions, and they will be entangled all day.

I feel that as a leader of a company, it is necessary to pform from a design talent to a management talent, so that it is possible to achieve a large scale.