South Korean Clothing House: In The Internet World, Can We Make A Brand?

The terrestrial world is divided by plates, but the ocean world is connected and linked together.

From the land world to the ocean world, because the business environment has changed and the market attributes have changed, the first thing we asked Zhao Yingguang was his understanding of water quality, which directly affected the strategic choice of Han Du Yi she.

Zhao Yingguang talked about making the brand on the Internet. Around 2008 and 2009, everyone was discussing whether they could make a brand on the Internet because there was no Taobao mall, only Taobao.

"When everyone was doing Taobao, they felt that they were selling goods, and they couldn't get out of the brand on the Internet.

Some people say, you look at other countries, the Internet is only selling cheap.

The brand on the Internet will eventually belong to the process of offline brand internet, and feel that the Internet can not get out of its brand, which was before 2008.

"Later came out of the Taobao mall, and everyone started to discuss the difference between Taobao and Taobao. At that time, Taobao was just like a market, and Taobao mall was a Mall. Then there will be something of quality in Shopping Mall. At that time, it began to discuss, and the Internet was going to have a brand. In 2009, there was the concept of" Amoy brand ", and the first batch of so-called" brand names "appeared.

There was no such concept before. The brand name of the Amoy brand is that the brand on the Internet is not related to the offline, but is not under the line.

Zhao Yingguang said.

In April 2008, when the Taobao mall was established, Zhao Yingguang, who had just made two business ventures, realized that the strategic direction of Taobao's future was to build up its brand.

It can be said that grabbing this opportunity has brought too many benefits to the development of Han Du Yi house, which is also benefited by the sensitivity of the veterans to environmental changes.

Or want to be

Entrepreneurs living in the world need not only micro thinking but also Macro Thinking Based on the Internet.

Because this is a changing world, and change itself is added to mobility.

In January 2012, Taobao mall officially announced its renamed "Tmall", and the concept of Amoy brand was gradually accepted by people. But the Internet traders began to discuss how big the Internet brand could be. How high is the brand ceiling?

Zhao Yingguang went on to say, "in fact, when we did today, in 2014, the entire Internet market was gradually pformed from an incremental market to a stock market, that is, the growth rate slowed down significantly.

We say that the ceiling of the brand is directly related to the maturity of the market. The more mature the market, the more it will verify the brand's ceiling.

Last year, some of the best brands in our clothing industry felt the ceiling.

The brand will definitely increase in the future, but the increase will be slower and smaller.

For example, the clothing of the Korean clothing house is 1 billion, and next year it may be 1 billion or 1 billion. It will not increase as much as it used to, which means that the ceiling appears. "

"Because you still make men's clothing, is the ceiling for men's clothes the same?" I asked.

"Relatively speaking, men's clothing and women's clothing are different, men's brand acceptance will be high.

I think the single brand size of the Internet men's clothing will be larger than that of women's clothing, because it is the entire ecological structure under the copy line, moving to the line, but the market segmentation is more broken, but there will be no essential difference. "Zhao Yingguang replied," the line is more women's clothing and men's clothing, for example, there are 100 women's clothing brands under the line, corresponding to 10.

The same is true on the line. There may be 500 women's wear brands on the line, corresponding to 50 men's wear brands.

Therefore, men's single brand ceiling will be higher, for example, men's clothing under the line may be 20 billion, online will be 2 billion.

Anyway, it's proportional problem. The same is true.

Just like children's ceiling will be lower, because the volume of the whole market is small, the volume of a single brand will be smaller.

The understanding of the market attributes embodies Zhao Yingguang's view of the market.

These views are not necessarily correct, because the same information can be interpreted differently, just as Japanese scholar Ishii Jun said, the market is a concept, not a fact.

But these ideas can be used to guide strategies and conduct business activities, as Sloan, the former president of GM, thinks, "competition is a contest of beliefs, a way of progress and a way of life". In short, strategy is based on assumptions.

Zhao Yingguang said, "how high is the ceiling of an Internet brand? When we first started talking about this topic, it was said that there were many billions of brands under the line. Is it possible for the Internet brand ceiling to be discussed and practiced by billions of dollars? Then we find that the possibility that a brand can achieve billions of dollars on the Internet is very small, or almost impossible."

"You mean

Or all sectors? "I asked.

"Clothing.

It is certain that millet can achieve 100 billion.

Because standardized products are not the same as non standardized products, the clothing we discuss is a non standardized product. It has many, many personalized requirements, which can generate quite a lot of different positioning. For example, we have Japanese, Korean, European and American positioning, and also sweet American and female positioning.

"The Internet market is easier to be segmented, so the ceiling of offline brands may be much higher than that of online brands, and when the ceiling of online brands decreases dramatically, this means that the number of brands will increase significantly.

Because the ceiling is low, there will be many small brands, "Zhao Yingguang said.

As a matter of fact, we know that Zhao Yingguang had made many plans for brand since 2008. Because there are different people, a brand can't take all the positions, but it's just not sure when to be able to do second or third brands.

Then, by 2012, the internal management system gradually matured, and Zhao Yingguang also realized that Ma Yun began to put forward the idea of "small and beautiful", and the development direction of "1000 faces and thousands of faces" was also mentioned frequently. It's time to make a sub brand.

However, it was not until 2014 that the Korean brand's cluster strategy began to spread across the board. In addition to the time needed to develop organizational capabilities, the slowdown in the market was an important reason for the strategic effort.