Zhao Yingguang, Han Du Clothing House: Congenital Deficiency, The Day After Tomorrow

Han Du Yi she has made use of the Internet to develop to this day.

At present, the whole company operates 31 brands, including 18 private brands.

About 5 million people visit Han Du's website every day. When they are double eleven, they visit more than 100 million people. Now the number of companies is about more than 2600.

The situation at the beginning of the business is a person who doesn't know clothes. In Ji'nan = a group of newly graduated college students are making clothing brands on the Internet.

How to make it

Come out in so many competitions.

Why are Koreas not expensive, but they make a lot of money?

For example, for example, a summer clothing, he will be in October and December to make a summer clothing orders, the franchisee and direct store owner orders, the factory began production.

In March, they put them in stores and started selling.

Three or four in May, it was probably the logic of discount sale, discount sale in 6 and July.

So basically no discount in 345 months, and then in 6 and July.

This is a traditional enterprise.

And how can an Internet company do it? First, we will determine in November and December each year, but production will only produce 30% to 40% of our target sales. That is to say, if we sell one thousand units, we will probably produce only three hundred pieces. After we have finished the production volume, we will be on the shelves at the beginning of March, and the shelves will be up to fifteen days.

The next step for Chinese enterprises must be from the IT era to the DT era.

The IT era is the information age. The DT era is the data era, and it takes users as the core.

If this theory is established, we can basically understand that millet is not a mobile phone company, and music is not an unincorporated company. It is about the reverse data of users, saying what I can do, depending on what I can do.

The same is done by our family.

The enterprise, now you see is our version, we may not just make clothes in the future, where is the reason? The next generation of enterprises must be an ecological enterprise. The core of this ecosystem is data centric, to consider crossing, I can do other clothing, but we are now doing some specialized cross docking, and gradually go down, but it does not change the ability to collect and excavate the data of customers, which is different from the next business.

When I was young, I read an article about a volleyball woman general, a woman named Zhang Rongfang. I was very impressed. There was an interview called "congenital deficiency, the day after tomorrow".

To some extent, the hard work of the day after the day can make great progress.

Second, what are the characteristics of this generation of young people? Can they be combined with the Internet so that they can have such a mechanism that enables them to win through the fierce competition in the whole country through the power of the heaven fill of congenital deficiency?

The desire for self realization is very strong, which is the characteristic of this generation of young people.

Can we make use of the Internet to reconstruct the whole company's structure, and make a decentralized, bottom-up passive service management mode that matches the future entrepreneurs.

If there is such a way to inspire new generation of young people, it may become Internet Co after stimulation.

So let's first think about what is different from traditional enterprises in the operation of an enterprise in the Internet era.

Internet companies have three characteristics.

First, the Internet has the characteristics of low cost rapid trial and error.

How to make as many consumers see goods and make a purchase decision may be a main purpose.

But on the Internet, we can achieve this goal with a garment theoretically.

And the cost is far less than the cost below the line. 3000 stores in the country and ten stores in each store may have thirty thousand clothes to wear.

The cost of Internet operation is very low. If we want to be an Internet company, the spirit of this artisan may become a reality.

Second, your product or your service needs to achieve rapid iteration, compared with the traditional mode, and the whole iteration cycle needs to be improved rapidly.

Third, the so-called cost-effective will be low.

The second characteristic is that Internet learning costs have been greatly reduced.

What is the mechanism for employees to have a strong desire to learn?

The Internet industry has become more and more important as the market is changing according to circumstances. The competition between enterprises and enterprises has reached a very high level.

The bigger the business, the more tired the real Internet companies are, and the time for upgrading is greatly reduced. In the end, it may take a year or two to pform and continue to move forward. So in this case, if you are the leader of an enterprise, you will be exhausted as before.

So we must have a heart oriented organizational structure.

The third characteristic is this low cost high frequency interaction.

Because the whole time is fragmented, and the fragmentation of the whole consumer's time, the frequency of such interaction will be very high. The personalization of this brand will be very, very low.

Really good Internet, CEO marketing has done a good job, so brand personalization is very important.

Second, corporate media is also very important. In the Internet business, this is a very important competitive power.

In most enterprises, there is a management structure called "Zheng Pyramid". We define it as an active management structure. In our traditional management theory, there is a saying: "the boss should do the right thing, and the staff should do the right thing."

This is its strategic decision and implementation at the grass-roots level.

Under the traditional mode, its efficiency will be lower and lower.

But in the Internet age, if we can turn it upside down, this way can solve this problem.

Employees and small organizations can make decisions at the front end. The whole company's senior executives do resource integration and service, which is service-oriented, and its rules and regulations are top-down from the top of the company.

Then, the grass-roots units should be implemented and implemented.

On the right side, this passive service management structure gives more freedom in principle.

The developer of the product has become the main body of the whole business activity, instead of the sales leader, which has become the leader of product development and the sale has been matched.

Look at this picture. We spent more than three years from 08 to 2011, becoming the first place in Tmall women's wear.

Can you copy this model to other industries after being first? In 2012, you made two attempts.

The first man made a man's suit, which is cross class.

As we all know, men's wear and women's wear and children's wear are actually quite different. This year's men's wear, the first place in the Internet brand, is growing at a high speed.

Then the rate of growth is very healthy, and other business models are also good.

So in 2013, we made three brands.

From women's clothing to children's wear again, children's clothing grew very fast.

In the second half of 2013, only two and a half years later, it grew rapidly into second place.

We have made Korean style and made European and American style. In fact, you will find that the style of Chinese clothing industry is very large. You say HM is the style of Europe and America, and there is no style like Jiangnan cloth. In 2013, it was successful with this model.

Then, in 2014, we made ten brands. It seemed like a mess. Among the ten brands, several of them grew up very well. Like di kuina, we began to cooperate. We went out to do the outdoor business. Then we set up a company with nine cattle Wang, and began to make a package, and began to do a lot of Taiwan style with the brand of Taiwan.

In 2016, we will make an incubator. Our interior itself is an internal incubator. It will be very, very clever for many entrepreneurs outside the country. This year, the state has begun to encourage people to start their own business, but we are not rushing to catch up with this trend. Our own plan has already had the plan of opening to the outside world.

To help many outside entrepreneurs use their core competency on the Internet to do their core brand.