Zhao Yingguang: "Channel In The Channel"

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.

In just 7 years, Korea's clothes shed has sprung up on Taobao, Tmall and other e-commerce platforms, and the turnover of original brand clothing such as men's wear and women's wear has won the forefront of the major e-commerce platforms.

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.

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.

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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 he has no reputation.

Willing to go to Ji'nan to live with his early grass roots life.

Without a designer, he has attracted 40 college students from related majors in Shandong.

We first try to choose 1000 brands from 3000 Korean fashion brands as purchasing agents, so as to familiarise ourselves 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.