Judging Fashion Trends With Big Data And Making Fast Fashion Brands By E-Commerce

Similar to Apple Corp and other world famous enterprises.

The rise is also a "garage story".

Zhao Yingguang, who resigned from a state-owned enterprise, started his own business in a rented garage. At the beginning, he only used what he called "channel in the channel".

After purchasing, finding out the characteristics and demand of the electricity supplier, he quickly recruits and builds a huge, 18 independent brand.

Clothing enterprises.

In just 7 years, Korea's clothes house has sprung up on the Taobao, Tmall and other electronic business platforms.

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And so on, the original brand clothing trade volume replaces each big electric business platform front row.

However, the story did not end.

In Zhao Yingguang's plan, an Internet Ecosystem Based on Internet plus and South Korea's clothing house is being built.

Zhao Yingguang, the 41 year old chairman of Han Du Yi house, was the first Korean professional student enrolled in Shandong University. It was as if he was doomed, which made his life experience closely related to Korea.

After graduating from college, he was stationed in South Korea by a state-owned trading company in Shandong because of his proficiency in Korean.

Here, he has plenty of opportunities to contact South Korea's already booming e-commerce, and has made many friends in the South Korean electricity supplier field.

In 2001, lamenting the development of Korean fashion culture and electric business, Zhao Yingguang used his spare time to start purchasing.

From the original Korean cosmetics, maternal and infant products, to automotive supplies, Zhao Yingguang adjusted his direction at any time according to the Korean fashion trend and the domestic consumption trend.

Everything went smoothly, but he always felt that the road was getting narrower and narrower.

"In fact, buying a purchase has a common feature, that is, selling brand names on the Internet is actually a channel in the Internet channel.

Purchasing has no other advantages. If you want to do well and do well, you can only rely on price war.

Later, I thought for a long time, I want to clear a problem, the Internet is actually suitable for direct selling, the channel has become the king of the brand.

Zhao Yingguang said.

6 years of purchasing career has made Zhao Yingguang tired.

In 2007, an accidental opportunity, Zhao Yingguang was in a factory visiting a friend of E - commerce in Korea. She was stunned: the factory sent 30 thousand items of goods through the electronic commerce platform every day.

With surprise, Zhao Yingguang asked his friend for the secret.

Friends told him that in order to achieve rapid success in the Internet field, there are three tricks. One is to make casual clothes, the other is to make their own brands. Three is to catch the trend and make fast fashion brands. Two,

At the end of 2007, Zhao Yingguang suddenly resigned from state-owned enterprises decisively.

Although he is very familiar with the field of Korean clothing, but because his family is in Ji'nan, Zhao Yingguang "capricious" did not choose Beijing, Shanghai, Guangzhou and so on always the first to grasp the fashion trend of the city, but in Ji'nan rented a garage in the simple room to start their own business, determined to do their own Internet clothing business.

Far from the first tier cities in China, it has brought great trouble to Zhao Yingguang's business.

The biggest problem is that in the clothing industry, Zhao Yingguang is still a layman, so no famous fashion designer is willing to come to Ji'nan to live with his early grass roots life.

Without designers, he has attracted 40 college students from related majors in Shandong universities. Lacking of experience, employees first try to choose 1000 brands from 3000 Korean fashion brands, so as to familiarise themselves with brands and trends.

"I gave them 20 thousand yuan as start-up funds, and each person was responsible for 25 brands. Their daily task was to choose 8 items from 25 brands to put them in our online store to attract customers to place orders.

As a result, every day our online store can update 300 styles for customers.

Zhao Yingguang said.

What Zhao Yingguang still feels very successful is that there were not many Korean brands that were known in China at that time, but Zhao Yingguang provided batch choices for domestic consumers.

Zhao Yingguang said that in the first place, only 50 clothing brands could attract Chinese consumers, but the other 950 brands they offered were also well known in Korea, which made Korean dresses and other online stores become distinctly differentiated.

The earliest idea of Han Du Yi house is different from that of other electric business operators.

Over the past year, the purchasing agency has trained a team with keen market catching power and tidal observation capability for Han Du Yi house, which has become the earliest source of its own designer.

A year later, Han Du Yi house ended the life of this purchase, leaving the "channel in the channel" and moving towards the Internet brand.

The first brand of Han Du Yi house was named "HSTYLE", echoing the name of the enterprise.

"This brand means Korean style, and designs Korean clothing according to consumer's needs and needs."

Hu Jindong, deputy general manager of Han Du Yi house.

Zhao Yingguang said that the advent of the first clothing brand is a sign that Han Du she formally took a step in the field of Internet clothing, and laid the foundation for the subsequent operation mode of the Korean clothing house.

Now it seems that Zhao Yingguang's experience in electronic commerce and the success of Han Du Yi house coincide with the rapid development of China's e-commerce.

In 2002, the total volume of e-commerce pactions in China was only 1 trillion yuan, and the total e-commerce pactions in 2014 amounted to about 13 trillion yuan, ranking the top in the global electricity market.

But if we take the Korean clothing house as a micro unit to observe, its growth path is obviously different from other electric business enterprises.

The development of more than 7 years has allowed Han Dowie to open a Taobao store from a single shop to a kingdom with at least 18 clothing brands and firmly occupy the forefront of the mainstream e-commerce platform sales list.

Photos of 18 brand founding teams are posted on the aisle and conference room walls of Han Du's office.

In the photo, a group of young people are fashionable and full of vigour.

This contrasts sharply with the 41 year old Zhao Yingguang: his appearance is not conspicuous except for a premature grey hair.

Zhao Yingguang has a nickname "Anxi coach" in the company.

On the one hand, his appearance is similar to ANSI coach in the famous animated cartoon dunk player. On the other hand, in the eyes of his employees, "he is nothing like a boss, but rather like a teacher" - Zhao Yingguang installed a special glass in his office as a blackboard for answering questions and solving doubts for his employees.

Self described as the "fashion brand leader at the door of fashion," Zhao Yingguang led nearly 300 creative teams of 3 people, each year, 3 of which were born from these groups.

"They are in charge of fashion. I am just providing services for them, giving decision-making power to the" people who can hear guns "and giving them the greatest freedom and freedom as much as possible.

Zhao Yingguang said.

The creative team of the 3 person system has a specific division of work, one is responsible for designing, one is responsible for webpage making and promotion, and one is responsible for linking production.

Zhao Yingguang, the boss, does not interfere in the business of any group. He just serves them.

Just like the photos of the 18 brands in the aisle, the founders mentioned above are young employees, not Zhao Yingguang.

Liu Xiaoyuan, 26, is the head of the "creative team" and is mainly responsible for costume design.

She and two other partners design at least 150 clothes each year, and almost every two or three days a new dress comes out.

"Our division of labor is very clear, and there is no interference from outside and inside the company. We can design and market in accordance with our own ideas, which makes us feel very fulfilled and happy."

Liu Xiaoyuan said.

Zhao Yingguang said: "in the Internet start-ups, employees with unlimited entrepreneurial ideas 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."

As a company that relied on Internet growth at the beginning of its business, Zhao Yingguang believes that the most important factor in the development of Korean clothing house is the mastery of big data.

From women's clothing to men's wear, children's wear and outdoor products, Zhao Yingguang uses every user's data accurately to judge the trend.

He became a "data control", and he immersed himself in it and talked about it. He always told a bunch of data inadvertently, some of them understood, others were obscure.

In the service provided by Zhao Yingguang organization for the creative team, the most important one is big data.

This includes large amount of information such as page views and order volume. The entrepreneurial team is divided into four categories: "explosion", "boom", "flat" and "lag" according to the sales data, and timely adjust orders and prices.

Zhao Yingguang believes that big data is the traditional clothing enterprises do not have the advantage.

"For example, a jacket that sells 10 pieces and a two coat, can you say that the former sells better? We can make comparisons 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. Of course, the latter is the most popular one, but this data is not available to traditional enterprises, and we occupy the winning ground with big data."

He said.

To Zhao Yingguang's satisfaction, all the teams of Han Du Yi house always adhere to the idea of "fast fashion", and only do the costumes that are in the forefront of the trend.

"The 300 teams are able to find the direction of the trend and participate in and lead this trend.

This is also a big advantage of big data in the Internet era.

Zhao Yingguang said.

So far, the unique business philosophy and company structure have made the growth of Korea's clothes house amazing. In the mainstream platform such as Tmall, with the turnover amount, Han dresses have ranked first in the country for three years in a row, and men's wear has become the first Internet creation in 2014, and children's wear has become third.

Although the sales target was set at 2 billion 300 million yuan to 2 billion 500 million yuan this year, Han dresses did not produce a garment.

There are 60 core suppliers and 240 external suppliers in Han Du Yi house. With the advantage of the scale of the electricity supplier of Han Du Yi she, these production enterprises provide quality production services for them.

Zhao Yingguang called it a part of the fashion brand ecosystem under the Internet.

From the beginning of the operation of a single brand of women's clothing, Korean clothing has experienced "1 for the single brand era - 2 for the multi brand era - 3 for the brand incubation platform stage."

Zhao Yingguang plans to enter the "4 era" of fashion brand development ecosystem in early 2016 with Han Du house.

This coincided with a recent guidance issued by the State Council on actively promoting the "Internet +" action.

The opinion issued 11 concrete action plans of "Internet +", and proposed that by 2025, the "Internet +" industrial ecosystem of networking, intellectualization, service and coordination had basically improved, and the "Internet +" new economic formation was initially formed.

Zhao Yingguang said: "the Internet should be open.

This open attitude is not only applicable to an Internet company, but also to its associated partners.

This should be a virtuous circular ecosystem in the Internet economy. "

In the "4 era" plan of Han dresses, the company will use the "flexible supply chain" formed by mature and traditional garment manufacturers to cooperate with other Internet companies.

Zhao Yingguang said that the operation mode of Han Du Yi house has also promoted the pformation of traditional garment production enterprises. In the past, traditional clothing manufacturers mainly adopted large orders to reduce production costs, but this did not apply to the fast fashion Internet clothing enterprises.

Each year, nearly 30 thousand clothing products come out, and the market is won by "a small number of models". This requires the production plant to make a quick response to the orders of Han dresses and adjust the size of the orders at any time according to the sales situation.

"Our cooperation with traditional garment production enterprises form a flexible supply chain, which can also serve other Internet apparel enterprises."

Zhao Yingguang said.

Han Du Yi house will also provide support for other Internet clothing enterprises to brand incubation, and help them form their own brand advantages as soon as possible on the electronic business platform.

Based on the advantages of big data and the understanding of the Internet clothing industry, Han dresses is ready to cast its eyes on the Internet financial sector, which is also an important part of the "4 era" plan.

Zhao Yingguang said: "Han Du clothing house not only makes its own brand, but also can serve as other Internet brand service providers.

Because the core of the Internet ecosystem is the Internet brand, and around the Internet brand can breed a lot of formats.

In Zhao Yingguang's understanding, the Internet will include more industries and groups of people in a more flattened world, and an Internet company that can cross different formats and have an open attitude can go further.

"I think in the future, the truly big Internet companies must be service oriented management enterprises. They must not be controlled enterprises. They must be ecological enterprises rather than imperialist enterprises. They must be open enterprises rather than self closed enterprises."

Zhao Yingguang said.