The Strategic Loss Period Of Han Du Yi She

Compared with the normal growth process, the public services on the platform of the platform are undoubtedly high standards, which is one of the purposes of the platform built by Han Du Yi she.

Zhao Yingguang once said, brand At the beginning of development, there was often no ability to integrate and drive large-scale supply chains, only to find the smallest and worst factory services, resulting in "small and beautiful tonality" and "small and ugly quality". Joining the platform can make use of the mature service provided by the company's powerful supply chain and so on.

In accordance with the "three year plan" for sub brands, the first year allowed. loss 10%, second years to achieve balance of payments, third years of profit, under this basic framework, and then adjust according to specific circumstances.

High cost basic services will inevitably affect. Sub brand In the calculation of earnings, Han Du Yi house regards it as a strategic investment, thus setting up a strategic loss period for the new brand.

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American Apparel has released the world's first fashion oriented experience as a carrier to integrate the fashionable lifestyle of global attitude towards life, and create a zero cost, zero risk intelligent entrepreneurial tool, the "fan" platform, which will be launched in April 30th. APP As a new APP, how to drain is the key. Is the company ready to burn money?

Zhou Chengjian, chairman of the company, told the great wisdom News Agency (WeChat: DZH_news) that it would not burn money like traditional Internet companies. There were more than 4000 stores under the company's line. Last year, 350 million people entered the shop. The number of mobile trips around the store was more than several billion. Stores could be used as traffic windows to maximize the value of the existing terminal traffic.

"Traditional business era is the channel, PC Internet era traffic is king, need to smash up money to build channels, flow, and mobile Internet era is more precise marketing." Zhou Chengjian said that effective grafting of its own resources can be operated at a lower cost.

Jiang Yanqing, chief operating officer of big data business intelligence, introduced the company's efforts to promote its membership business early last year. At the same time, big data began to focus on consumers and members from the very beginning, because it can better understand consumers' behaviors and preferences by collecting and analyzing consumers' broader data. Based on this data, the company has constructed a set of precise marketing system and personalized recommendation system, which effectively recommend the rich commodity collocation on the platform to consumers.

In recent years, the United States has greatly reduced the number of clothing stores, and Zhou Chengjian believes that the Internet era no longer needs so many stores. The cost of the saved stores and rents can be used as the income of future platform operators. According to the planning of the "fan" team, every consumer can become an operator on the "fan" in the future. If the person pays the bill, he will get the corresponding income sharing, so that "fan" will become a more integrated and decentralized platform.

Interesting and fun is the experience that "fan" team wants to bring to consumers. "Making money or secondary, fun is the most important thing to make you a dressmaker in a small circle." According to the team leader, the platform focuses on the brand of young people's attitude towards life. At present, it has signed contracts with many foreign brands. It is estimated that by the end of 2015, there will be more than three hundred brands signed by the new platform. In 2016, there will be more than more than 1000 brands and forty thousand odd products. Most of them will come from Europe and the United States, and online brand operation modes include deduction, exclusive distributor and joint operation.

As the first enterprise in the industry to thoroughly implement the O2O strategy, the United States has made a series of measures to transform the experience store, build cloud shelves, implement the full circulation of goods, and so on. Compared with the state of the United States, costumes are fond of "pro and pro", and another 002563.SZ, a casual dress leader, wishes to rely on external forces. "Semir"

Semir apparel announced recently that it will focus on building a mobile Internet platform, focusing on cross-border consumer business. The company invested 115 million yuan to buy shares of ISE17.67%, a Korean listed electricity supplier company, and became its second largest shareholder. The two sides will set up subsidiaries in China to further integrate resources.

Authoritative sources said that Semir apparel investment in South Korea's e-commerce platform, mainly hopes that the platform's related business development in China, through the integration of Korean fashion brands under the ISE platform, will "package" copy to the Chinese online market. Therefore, Semir clothing will expand ISE China business in the future and create a traffic infrastructure platform in China. Taking into account the current China market self built e-commerce platform cycle is long, and online traffic costs high. Semir clothing may take the way of purchase, build ISE "China business" traffic platform.

ISE mainly operates WIZWID websites and WConcept websites. According to the briefing, WIZWID is the first Korean website to provide cross-border e-commerce services. It provides the European and American fashion consumer goods for the Korean market. The market share of the Korean electricity supplier market is 50%. WConcept is a B2C e-commerce platform for the Korean market to provide fashion brands. The market share is sixth in the Korean fashion brand e-commerce market.

ISE director Jin Yingxiu CEO believes that ISE has 15 years of experience in the operation of the e-commerce platform in South Korea and has gone through many detours. With the lessons learned in China, the development can save a lot of cost. The company also has a large number of international brands and logistics resources that can be shared. Semir apparel said it particularly valued the ISE big data mining and analysis capabilities, and contributed to precision marketing.

According to the agreement, ISE will invest no less than 28 million 670 thousand yuan in Chinese enterprises, and Semir clothing will invest 3 to 4 times of ISE, that is, not less than 8601 million yuan. Huatai Securities research report pointed out that the overall investment imagination is very large. At present, the trend of Internet shopping is irreversible. The government is also interested in promoting the development of cross-border electricity providers. The cross-border e-commerce platform in the apparel industry has not yet had a mature benchmark, and the company can break through with its capital and supply chain advantages.

Coincidentally, 002612.SZ, a high-end women's clothing company, is also integrating relevant resources to force mobile providers. The company announced that it invested $7 million 500 thousand in the Hifashion Group Inc of App, the star wardrobe. The APP, taking data mining technology as the core, is moving from a fashion based traffic distribution mode to a self built platform for mobile providers. It intersects with Ryan's last year's variety show "goddess's new clothes". It has tried to buy the sale mode by looking at the "see what you get". At present, the "star Wardrobe" APP user volume is about 40 million, with an average daily active user volume of 400 yuan and more than 6 million, and the monthly average revenue is over 6 million.

Some analysts have pointed out that the key to adopting the acquisition method lies in the integration of all parties, and whether the resources can be effectively integrated to maximize the benefits. The new entry of mobile providers is increasing, which is more advantageous. Clearer positioning and more subdivision of consumer groups can help enterprises to save more traffic costs, win or even bigger.

It is worth mentioning that 603808.SH, another high-end women's clothing company, has recently landed in A shares. Fund-raising is still heavy on traditional channels and R & D, and is not used for the development of e-commerce. Xia Guoxin, chairman of the company, said in an interview that the company did business last year and launched the online brand "song". He believes that the electricity supplier brand should not be too hasty. "The future electricity supplier will not become the main battlefield of the brand, but it will invest in the professional team, and make the brand into an online brand." Xia Guoxin said, at present, the online consumption of clothing enterprises is growing at 10% per year, while the offline retail sales have increased by 20%. Although it plummeted last year, there was no fundamental pressure on the line.