The Legend Of Han Du Yi House Reveals The Secrets Of The Two Great Mothers.

Di kuina is obvious to all mothers.

Di kuina, Korean clothing house under the Korean fashion mother dress, Tmall mother installed first

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Although the new advertising law stipulates that the word "first" should not be used arbitrarily, the first of di kuina is obvious to all.

On Valentine's day in 2014, di kuina was officially married to Han dresses. In April 2014, di Kui Na Tmall flagship store opened. In May, the turnover of mother's Day exceeded 2 million, and sales exceeded 8 million at the end of 14.

Kui cooperation in March, "sell into" the top 5

Kui, an oriental embroidered fashion mom dress brand from Shenzhen, has been operating online for 4 years, but has fallen into a dilemma in the sale of tens of millions of sales.

In July this year, Kui found Han Du Yi house.

In September, Tmall's flagship store was formally incorporated into the operation system of the Korean family.

After that, there was a scarlet glow:

In October, sunflower entered the top 60 in the same category; double 11 sunflower ranked twenty-fifth in the online trading volume of 2 million 190 thousand yuan, while the double 12 sunflower headed for ten in a single day turnover of 874171 yuan. In a few days, however, Kui once succeeded in becoming a TOP5 in her mother's clothing category.

The first thing a mother wears is the reason.

We say that if one day is the first, it is purely accidental; if the two day is the first, it must be accidental; if the three day is the first, then it will not be simple; if the three week is the first, then there must be reason.

Why can di kuina, in a short span of a year, realize the gorgeous turn from shop opening to sales volume? Why did sunflower rush into Mama's TOP5 in just 3 months?

In my view, surrounded by Di Kui Na and Kui, we can see from the inside and outside two aspects to see the success of Han dresses.

The first is external market factors.

According to authoritative data, in the market segmentation of clothing industry, the market share of middle-aged and old women's clothing is only 20%, and shows a "stereotyped" and a "wearing ten years" backwardness.

And the fashion mother dress such as di Kui Na and Kui redefined the basic profile and version suitable for middle aged and old women, which provided a rich and colorful dressing world for mothers.

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The more important internal factor comes from the strong Internet fashion brand operation capability of Han Du she.

As we all know, Han Du Yi house has created the "product group system" model which is praised by everyone. Each product is carefully designed by a designer, a page maker, and a product management staff of three.

Whether it is di Kwai or Kwai, there is a most professional brand operation management team behind each product, which can build the best management plan for each product.

At the same time, the synergy of the flexible supply chain system, central storage system, customer service system, intelligent system, marketing system, brand design system and integrated service system of Korea's clothing house has created an industry, professional, and energy oriented vertical vertical platform for the development of the fashion brand of mother's clothing and even the whole category.

Take the brand name sunflower as an example.

Sunflower is a mother's brand that focuses on Oriental embroidery technology, but it has a short board in knitting technology, which will inevitably cause some adverse effects on the overall development of the brand.

After joining the ROK capital system, the Kwon Kui house is gradually integrating itself with its own flexible supply chain system, and helps to achieve better brand value through the form of open supply chain.

At the same time, with the help of

Intelligent system, marketing system, just 3 months spent in the success of the mother dressed TOP5, and di Ni Na shoulder to shoulder.

Of course, this change is permeated with the efforts of the Kui brand itself, but it also proves that the success of Han Du Yi house must have its rationale.

Korean fashion house, Internet fashion brand operation group

At present, the Korean family has more than 20 sub brands, which are divided into three styles: Han style, Oriental style and European and American style. They cover women's clothing, men's wear, children's wear, outdoor and middle-aged and old products.

At the same time, Han dresses shed dozens of different fashion brands, covering clothing, shoes and hats, home textiles and other categories.

Han Du Yi has always had a dream of contributing a number of first-class Internet brands to China.

At present, Han Du Yi house is building a model through the Han Du Yi she + mode.

The fashion brand ecosystem can provide flexible support chain, warehousing, customer service, IT system, marketing, brand creativity and design to all kinds of support such as Internet brand, traditional offline brand, manufacturing factory, entrepreneurial team and overseas brand, giving the excellent brands such as di Kui Na and Kui, more emotion and quality, not only to arrange the "beautiful life" of mothers, but also to create another legend of Chinese Internet brand.