The Founder Of Han Du Yi House Interprets The Business Model Of "Three Crown"

As China's truly Internet fast fashion brand, sales are booming all the way.

In 2014, Han Du Yi house won the Tmall "double eleven" women's wear champion, the "double 12" women's wear champion and the annual trading champion, becoming the "three crown".

On the fast-paced platform such as the Internet, how did Korea's clothing house grow up quickly and achieve today's outstanding achievements? Here's an interview with the founder and CEO of Han Du Yi house to interpret the business model of the Korean home.

Make full use of database to ensure good inventory

In the 90s of last century, China's electronic commerce was rising rapidly. Moreover, there appeared several electric giants in China, and the whole industry showed a thriving scene.

The famous brand Han Dowie house in China has the most outstanding achievements in the three consecutive years.

In 2014, the total paction volume of double eleven and Han Du Yi house was 279 million yuan, nearly second times that of UNIQLO, and the total paction volume was 1 billion 570 million yuan.

The Han Du Yi house, established in 2008, has achieved today's results.

"The Internet industry is a high speed and constantly updated industry. There will never be a textbook to show you how to do it."

So, how did Han dowasi buy a shop from a small Korean clothing store to make it a large brand with many independent brands? Zhao Yingguang, founder and CEO of Han Du Yi house, replied, "what we rely on is the continuous exploration and innovation of business models over the years."

Zhao Yingguang founded Han Du Yi house, although it was only a shop, but it belonged to the regular army.

He spent only about 600000 yuan in the early renovation office, leasing warehouse and so on. He also set up a relatively complete department system, such as customer service department, logistics department, marketing department, IT department and so on.

In addition, he registered the Incorporated Company in South Korea and set up an office to conduct quality checks on the purchased goods.

As the product of Internet Interconnection, Han Du Yi house makes full use of the big data brought by the Internet.

For summer wear, -7 month is the main selling season in March, the first batch in October, and the next March.

Zhao Yingguang told reporters through a picture of his sales model, unlike traditional clothing salesmen, the first single order of Han Du Yi house is only 300-500 pieces.

On the line for a week, the person in charge decides whether to add the order according to the three indexes of clothing's browsing, browsing time and collection.

For clothing that is determined to be prosperous or exploding, it will be returned immediately (additional order), while the sale will be discounted immediately.

This small batch, multi frequency order, timely and flexible return and sell, brought good inventory for Han Du house.

Zhao Yingguang said, in fact, they do is C2B mode, "I like you to produce more, you do not like it, I will give a discount."

Upgrading and upgrading of group system

The single product whole operation system, which takes the group as the core, is the characteristic of Han Du Yi house, and is also an important guarantee for the operation flexibility of Han Du Yi she.

So what is the whole system of single product operation centered on the group? How does it come into being? What are its functions?

In short, the product design, shopping guide page production and goods management are fully handed over to the 3 Party group, and they operate independently and assume their own profits and losses.

The essence of the system is to minimize the operation organization and achieve the relative unification of "responsibility, right and profit". On the "responsibility", according to the resources obtained, each group has clear sales, gross profit and inventory turnover requirements; on the "right", the development team has the final say, which is to develop the styles, how many codes, how much the price is, how much the inventory is, whether to participate in the discount or not, and so on.

Since then, the 3 party team has been greatly motivated to improve their performance.

On the other hand, for the company, each product has 3 people to track the whole process. The 3 group response to the market is fast and accurate, thus improving the inventory turnover efficiency and promoting the timely launch of new products.

"The system supports fine operation for each commodity, and ultimately achieves single product settlement, making 1 products and 1000 models.

There is no difference. "

Zhao Yingguang said, this is like the household contract responsibility system after the agricultural cooperatives, through the responsibility to the people, the enthusiasm of the employees to improve, thus also improve the productivity.

Zhao Yingguang said that the group system had already appeared at the beginning of entrepreneurship, but it had been groping and perfecting constantly.

"At the beginning, it was a primary school group system. After 12 years, it was a secondary school panel system. Now it's a University panel system."

As a new entrepreneur, Zhao Yingguang often lectures on some traditional entrepreneurs and shares his business model. The most talked about group system is the group system.

Build brand incubator platform for new brands

In 2014, Han Du Yi house entered the 3 stage of the electricity supplier. Zhao Yingguang put forward the pformation from the brand diversification of the 2 period to the 4 "fashion brand incubator platform" pformation.

Electricity providers rely on the Internet, consumers are not limited to a certain region, a certain age group, etc.

After the young women entered the market, they began to expand their categories.

Existing men's wear, children's wear, mother's clothing and other categories, the age span is 3 to 60 years old, brand development to 24.

The ideal goal of Internet products is to be "small and beautiful", but many brands gradually become "small and ugly".

The reason is that the electricity supplier is different from the traditional enterprises. When they collect cloth from the cloth and look for garment manufacturers with design products, they often encounter the situation of being rejected because of the small order quantity, which forces some suppliers to buy poor quality cloth and then process clothes in the small processing plant. Finally, the quality of the clothes produced is not high.

"E-commerce is low cost."

But is low cost equal to low threshold? Of course not.

This is also a reason why many people lose money by doing business.

Zhao Yingguang had a deep understanding of this problem. He also started a small shop 7 years ago. He also faced difficulties such as small batch cooperation with suppliers, warehousing and logistics.

But in the 7 years of exploration, the Korean clothing house has grown from the seedling to the forest, not only can it grow strong, but also can cover up the wind and rain for others.

Zhao Yingguang expects the second half of 2016 to open up the fashion brand incubator platform, which is at the stage of internal brand incubation.

Han Du Yi house uses its resources and technology to provide professional services for its sub brands in four major aspects: supply chain, IT, warehousing and customer service.

"Small front end, large platform."

It is through this platform that we can help the sub brands achieve unity of tonality and quality.

Zhao Yingguang said that on the platform, sub brands can not only enjoy four professional services, but also participate in the experience exchange of "Han Du University", such as training professional knowledge and business models.

Signing Korean artists to raise potential consumers quickly

Zhao Yingguang once said in an interview with the media, "I don't understand fashion, women's clothes, men's clothing, I simply don't understand."

However, under such a "do not know fashion" under the leadership of the Korean clothing house is fashionable.

At the end of 2014, Zhao Yingguang launched a vote for Sina micro-blog on behalf of Han Du she's 2015 spokesman.

In March 20th this year, South Korea's clothes house signed with South Korean pop star Park Shin Hye, who has the "goddess of Asia".

Brand.

"The Internet age is a fan economy era, and the demand for personalization of brands is even higher. By asking celebrities to endorse, they can quickly affect fans loyal to celebrities nationwide, thus shifting their fans' favor to celebrities to the recognition of brands."

It is understood that after signing Park Shin Hye, Han Du Yi house will play a star effect at various levels and angles, combining Park Shin Hye's personality charm and fashion vitality with her own brand, and interact with Park Shin Hye through WeChat, micro-blog, official website and offline activities all year round to present more fashionable Korean clothes house for thousands of fans.

In the plan of Han Du Yi she, Park Shin Hye will take part in the development, design, collocation and experience of his exclusive fund.

Besides Park Shin Hye, Han Du Yi house has already signed many stars.

Last April 1st, Zhao Yingguang announced that Han Du Yi house formally signed Gianna Jun as spokesperson for the image.

In July of the same year, Huang Xiaoming, Li Bingbing and Quan Ren entered the Internet venture capital circle, the first investment project of "Star VC" landed, and stars joined in the Korean home.

In October 15th of the same year, Han Dali house officially announced that the Korean actor, Ann Jae Hyun, became the spokesperson of AMH, the Korean fashion fast fashion menswear brand.

It can be said to have earned people's attention.

It used to be expensive to spread.

They are not only commercial in business, but also in self promotion.

Hu Jindong, deputy general manager of Han Du Yi house, said that there are more than 100 media outlets including micro-blog and WeChat public numbers.

Enterprises have 35, or even seven or eight channels of publicity can be understood, it is so much Korean clothing do so much from the media?

Many people don't understand.

Zhao Yingguang said in an interview that the Internet brand is more personified. The mobile electricity supplier is the use of the property that everyone can access the Internet anytime and anywhere, while promoting and selling products. "How can the brand become more personified?"

"It's expensive to advertise through traditional advertising."

He said that the company produced a promotional budget of 1 million yuan, of which 100 thousand yuan was used for content and 900 thousand for dissemination.

At that time, the cost of pmission was much higher than the cost of production. Now, with a budget of 1 million yuan, we can spend 800 thousand yuan on content and 200 thousand yuan enough to detonate propaganda.

Therefore, this time, making content is particularly important.

By making the content of human touch, the brand image of an enterprise can be plump up.

"In this way, a large number of fans of brands can be developed according to law, and then develop into believers."

Zhao Yingguang also admitted that mobile providers will give

It takes time to build up its own brand by promoting the media itself.

And the Korean family has chosen to set up so many publicity platforms because it can also be done by others. If you don't do it, you may lag behind others in this area.