Zhao Yingguang: Judging Fashion Trend With Big Data

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.

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 somewhat similar to that of coach ANSI, a famous animated cartoon dunk player.

In his eyes, "he is nothing like a boss, but 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 3 person system.

Specific division of labor is designed for one person, 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.

26 years old

It is the leader of the "creative team", 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."

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.