Holding The Big Data And Leading The Fashion Trend

　　 Zhao Yingguang, Korea's clothing house: the brand of electric business channel is king.

Ambitious Korean clothing house is unwilling to buy on behalf of him. clothing Brand. He is not fashionable in the eyes of his employees. He also regards himself as "the head of fashion brand standing outside fashion." But this is not contradictory. He gave fashion to the company's creative team and created 18 popular fashion brands. His Internet clothing brand Han Du Yi house has also become one of the winners of the "double eleven" and "double two" business shopping festival.

　　 South Korean electricity supplier "stunned"

Han Du Yi house, a well-known enterprise on Taobao's e-commerce website, has been quietly growing up in Ji'nan for 7 years.

In 2001, Zhao Yingguang, who was the first Korean professional student at Shandong University, was exclaimed in Korea by a trading company. fashion The development of culture and e-commerce has made use of the spare time to start purchasing Korean cosmetics, maternal and infant products and automotive supplies.

After buying in 6S, Zhao Yingguang was "stunned" when he visited a business enterprise in Korea. The company has nearly 30 thousand shipments per day. He started his own idea of becoming an Internet garment company. According to the advice of a Korean friend, he positioned the company in the fashion brand.

In March 2008, the Korean clothing house was established. Without designers, he would recruit graduates from Ji'nan colleges and universities. For lack of experience, employees would first try to choose 1000 brands from 3000 Korean fashion brands as purchasing agents, so as to familiarise themselves with brands and trends.

A year later, Han dresses began to make costume design and brand building, and its purchasing agents gradually became garments. Designer And designs the clothes with Han dresses style. Now, the Korean brand has already created 18 brands, and the turnover reached 1 billion 570 million yuan in 2014. "The traditional saying is that the channel is king, but the electronic business platform has given a common channel to all enterprises. In the same channel, the brand should be the king." Zhao Yingguang said.

　　 Give decision power to those who can hear guns.

Zhao Yingguang likes to listen to frontline staff. He said: "in the Internet business, the staff with unlimited creativity should be the ceiling, and the management team is the floor to support them. The height of the ceiling determines the height of the enterprise."

The photos of 18 brand founding teams are posted on the aisle and the conference room walls of Han Du Yi house. In the photo, young people are fashionable and full of vigour. This contrasts sharply with the 41 year old Zhao Yingguang: his clothes are not conspicuous except for his early grey hair.

Self described as "the leader of fashion brands standing outside the fashion world", Zhao Yingguang led nearly 300 creative teams of 3 person systems, and the clothing of 3 000 Han dresses was born from these teams each year. "They are in charge of fashion. I just serve them, and give decision-making power to those who can hear guns." Zhao Yingguang said.

From the management to the frontline staff, each member of Han Du clothes house uses the Chinese herbal medicine in Compendium of Materia Medica as its "flower name". Zhao Yingguang's "flower name" is "hundred pairs of gold", which is a traditional Chinese medicine that detoxify and diminish inflammation. A senior executive of Han Du she explained that every herb has its own unique efficacy. As every employee has their own value, the combination of multi Chinese herbs can cure the disease. The employees of an enterprise can play together with their respective functions, and the "hundred gold" means to eliminate contradictions and solve problems.

　　 "Grasp big data and occupy the winning highland".

Zhao Yingguang believes that the most important factor in the development of Han Du Yi house is right. Big data Mastery. He uses every user data accurately to judge the trend.

Zhao Yingguang became a "data control". He always indulged in conversation and enjoyed it. There was a string of data, some of which were known, and some were obscure.

He believes that big data is the traditional clothing enterprises do not have the advantage. "For example, a jacket that sells 10 pieces and a jacket that sells two pieces, you can say that the former sells better? We can compare it through page browsing. It is possible that 100 customers purchased 10 pieces after browsing the former, but 5 customers bought two after browsing the latter, and of course, the latter is the most popular. But this data can not be grasped by traditional enterprises, and when we master big data, we occupy the winning heights. He said.

Although this year's sales target was set at 2 billion 300 million yuan ~25 billion, Han dresses did not produce a garment. There are 60 core suppliers and 240 external suppliers, and some suppliers are even willing to take orders for Han Douyi house for 50 garments only. "I may only need 50 pieces for one style, but I may order 100 orders at a time. According to the price, this is not a small scale. " Zhao Yingguang said.

Under the guidance of big data, Han Du Yi house always adheres to the idea of "fast fashion", and only stands in the forefront of fashion. "Although I don't know much about fashion, there are 300 teams and big data support, so that the Korean clothing house is able to find the direction of the trend and participate in and lead this trend. This is a big advantage of big data in the Internet era. Zhao Yingguang said.