South Korea'S Clothing House Internet Fashion Brand Ecosystem Built

The pformation of Han Du Yi she 11: analysis of the upgrading and evolution of Korean dresses

In November 12th, the official micro signal issued by Han Du Yi House issued the "double 11 battle newspaper", which produced a series of bright figures: from 11 to 24, the Tmall double 11 paction volume of the Korean capital clothing group was 284 million yuan (Tmall, excluding Jingdong, vip.com and other platforms), and won the Internet.

Brand champion.

In the category of Tmall, including millet, HUAWEI, Haier, Nike, ranked 20.

The flagship single store of Han dresses is ranked the second runner up of the National Women's wear, the Internet women's wear champion.

Besides the main brand, the performance of many brands of Korean clothing house is particularly eye-catching.

The proportion of sales increased from 28% last year to nearly 40%, and the brand incubation platform has achieved remarkable results.

Among them, the Korean clothing shed men's AMH won the original Tmall.

Brand champion, the middle and old age women's clothing brand di kuina, children's wear Minnie, Kam ha Lu ranked Tmall's original 5.

Even more dazzling is the fact that all the war brand pactions are over one million, of which 4 are over ten million.

Through self hatching, joint ventures, cooperation and operation, Korean brand has expanded to 28, among which Tmall double 11 officially recognized as many as 15 brands.

The sub brands without admission also carry out activities according to the rhythm of double 11.

It can be said that this double 11 is the grand ceremony of the collective appearance of the Korean family's brand family.

"Double 11 this year, what I value most is the growth of sub brands."

Zhao Yingguang said, "every time a sub brand grows, I will be more satisfied."

And my expectation is that the main brand is Korean clothing house.

In the top three position, the contribution rate of sub brands is 50%.

"Korean capital miracle" achieves customer experience

"This year's double 11, we have made a trade-off in ensuring customer experience and sales volume, and ultimately we take the assurance of customer experience as our core."

Zhao Yingguang said.

The biggest test of double 11 pairs of electric providers is delivery.

A large number of high frequency pactions in a day often result in backlog of storage and pportation.

Although double 11 has been in the past 10 days, there are still some electricity supplier packages have not yet been issued, and even well-known clothing brands appear "customer service lost contact" situation.

Previously, the figures released by Han Du Yi house showed that at 0:05 on the 11 day, the double 11 opened 5 minutes, and Han Du Yi House issued the first 11 double 11.

At noon on November 14th, all the packages on the day of double 11 were issued.

In November 19th, a piece of news on the colorful Guizhou network came to the top of today's headlines.

The content is a courier point of Guizhou University of Finance and economics, which received more than 500 "identical" 11 packages.

The distance between Ji'nan and Guiyang is 1500 km, and these parcels only arrive in one hundred thousand days in 7 days.

The brand ecosystem of Han Du Yi house has grown into an early stage.

This year, the "H Department" information system developed by double 11 and Han Du Yi house has been upgraded on-line, and HOMS, HWMS, HBI and HSCM cooperate with each other. The order processing speed can achieve 15 thousand pieces / minute information system, showing strong data driving ability and system synergy ability: sending 500 thousand packages on the same day.

The warehousing system of storage and pportation system is scientifically managed, which greatly improves efficiency.

It is reported that the sold out rate of double 11 is up to 75%, and the average level of the industry is 25 percentage points higher than that of the industry.

During the period, many brands and thousands of styles were sold out within 10 hours of opening.

The Korean flexible clothing supply chain system, which can achieve 2000 explosions and uncertain needs, quietly makes great efforts to achieve immediate tracking.

Also relying on information system and scientific management, the Korean clothing house customer service has been kept smooth before and after 11.

Welcome to 1 million 600 thousand visitors, with an average of 2000 people per person, with a tight but calm schedule.

On the day of double 11, the Tmall 11 flagship store has more than 130 million passengers, which means 130 million customers in one day patronize the flagship store.

The marketing center commands 28 brands to fight, and adjusts marketing strategy and resource allocation at any time according to the "battlefield" situation.

The industry's evaluation of the Korean double clothing 11 is: win in synergy.

And the synergy of the system is the strategic direction of the Korean family.

Up to now, it has experienced single brand operation (1 stage), multi brand operation (2 stage) and brand Incubation Platform (3 stage).

Next, we build the Internet fashion brand ecosystem through the mode of "Han Du Yi she +".

It is expected that in 2016, the platform will be fully opened, providing support for Internet brands, traditional offline brands, manufacturing factories, entrepreneurial teams, overseas brands, etc., providing flexible supply chain, IT system, warehousing customer service system, strategy, finance, talents and other support. Relying on the comprehensive e-commerce platform such as Taobao, Tmall, Jingdong and so on, we will create an Internet fashion brand ecosystem (based on the industry's deep vertical platform).

At 11:45 on November 11, 2015, the "double eleven special flexible support scheme" was launched in the South Korean clothing supply chain and opened to the public in 2 months ahead of schedule.

This means that after 11 years of experience, Han Du Yi house "

Initially completed, the "4 version" was opened in advance.