Zhao Yingguang: 2016 Korean Homes Will Spanform Eco Operators In An All-Round Way

Last year's "double eleven" sales figures showed some problems: the top of the list was from Korea's clothes house, the main brand of the top5 group. Although Han Du's achievements are not bad, it is clear that these domestic and foreign brands spanformed from offline to online have brought great challenges to Taobao's former residents. about Han Du Yi she For a wave of Amoy brands, Taobao Tmall can bring them a traffic bonus period has gradually passed.

In the post traffic dividend era, where should the Amoy brand go? In the Alibaba business services ecosystem summit held on the previous day, the answer given by Zhao Yingguang, founder of Korea's clothes house, is "spanformation from Internet brand operators to Internet brand operators".

Before the spanformation of "Internet brand operators", what steps did Korea take?

Han Du began to do it in 2008, and 2011 is the first stage. In the process of brand development, we have accomplished several things:

In terms of organizational structure, from the day of its birth, Korea has, in a sense, the gene of service providers. We have made an innovation in the whole organizational structure, which I often talk about outside, because most of the traditional enterprises are bureaucratic organizational structure. However, from the first day of its establishment, Han Du is an empowering management structure. This kind of empowering management structure and today's eco operators, in essence, are also an enabling platform. So we see this structure is very interesting, we first started a group based on a brand, in fact, is a self-management body, in fact, we serve small businesses.

Han Du's group system has been looking for many years, and I can do it with a group system or a bureaucratic system, but today, if you are a bureaucracy, there may be a little bit of problems in the evolution of the Internet age, but if it's a group system, it will make your way wider and wider in the whole process of evolution.

Because of the group's mode, when we make a brand as a whole, we have formed such a system, big platform, small front end, and empowerment system. It has become a whole service sector, including photography, production, storage and spanportation, technology, customer service, and financial services for a small unit. We have formed a single product whole operation system in the form of a group. Every group of mine is independent accounting, and there is internal settlement system, so there is a fee, because this mode can make this account clear.

By the year 2011, it was close to three hundred million. In a sense, three hundred million of that era was successful. By the time of 2012, we made a women's clothing brand and an empowering business model. If we could make another brand, could we succeed? So in 2012, when she did two experiments, if a clothing brand woman wear brand is a man's clothing, is it a brand name to make men's clothing or to create a new brand?

Our opinions are different. In 2012, we said we were going to make a new brand called AMH. Why do we do it? We are testing our empowerment system. At that time, there was a great deal of controversy. A brand is not easy to work hard to make a brand out. If you change it to another category, use the brand to start from scratch. We test whether the empowerment system can empower another category, so we have made a new brand, which is successful. In 2012, he made an experiment. At that time, he made a brand of Hanfeng's buyer system. There was a Taobao shop of eight people in Ji'nan. We bought them to do the Dongfeng restoration. At that time, many people did not understand. In fact, we are trying to figure out whether our empowering model can be effective in a completely different style from us or designers. After two or three years of practice, it has been proved that our mode can embody completely different brand names.

In 2013, we continued to do experiments, made children's clothing in 2013, and made European style. Garment industry At the same time, he did a lot of styles and many kinds of products. At that time, the vice president of Dangdang and I talked privately. He said I was thinking about when he died. It was a mess of style and a mess of things. He didn't understand this thing too much, his style was chaotic, and his products were in disorder. In fact, we were testing.

We formed such an organizational structure in 2013, when there was a basic platform like Taobao and Tmall. When we were in 2013, we already had five brands. The five brands were different in style and different in category. In this case, the large platforms, small front-end, our supply chain system, IT system, warehousing, logistics, integration services, integrated services, brand marketing and so on that our internal companies mentioned just now can be properly linked up.

Don't underestimate this matter. There are many brands in the history of wheat bags. There are many brands in the history of wheat bags. Later, I talked to the vice president of wheat bags, and he would ask me why you have made many brands, why we are not so successful. The allocation of internal resources is a very big problem. If we allocate and optimize the resources rationally, this is a big problem. It is always a bad allocation, so raising children is not good enough. But we have experience and how to match, because resources are always limited and how to calculate the cost. So in 2013, we did so.

In 2014, it evolved again. In 2014, Nana made 10 brand names. We observed their data and chose 1 to 2 good brands of data to support each year. This year, we selected two, the diary of, the girls' clothing, just the main push of girls' clothing, and Han Du chose the key brands in 2016 this year. One is girls' clothes, and another is children's clothing. This year, we do 10 brands in 2014. In 2015, 10 brands were added, and the 10 brands also had innovations.

What is the level of service system we have accumulated over the years? We can supply more than 240 businesses to the entire supply chain. The more than 240 brands all know the Internet brand, including Net red brand A special headache is the supply chain. If you want to be a supply chain, it must be commodity planning, marketing planning, and supply chain planning. These three projects are in harmony. Finally, your supply chain will be able to get up. If you only do the supply chain, you will not be able to guarantee the quality. How to coordinate these three aspects is a learning.

The 240 businesses are combined step by step from small to large, and the matching chain can match. The minimum quantity of orders for 30 items, the average period of 20 to the average delivery date, over 30 thousand production and sales styles, averaging nearly 100 per day, the number has been increasing. More than 40% will turn the bill, and it is very difficult to turn the order. So we basically go to the supply chain in this direction.

In 2016, Han Du felt that the time for spanformation was coming.

What is South Korea's comprehensive spanformation of eco operators this year? Because we hope more peers will come in, and the more we integrate above, the stronger the control will be.

What is the core of Han Du intelligence? What are the core of Han Du? We are actually two paragraphs: one is based on big data; the other is based on business intelligence. Two For data intensive processing, the data provided by Ali is relatively rough, and must not be finely processed. Fine processing may be at the end of the business. Based on the data platform of Ali, how to develop business intelligence for businesses, which may be an Internet brand, attaches special importance to it. Because business intelligence can do well in order to set production, it can be done as a reality, and can be done quickly by iteration. Business intelligence has made great investments, and 40 million of every year has invested in IT development.

Customer service, I do not say too much, where we go are gold customer service, we have done a lot of business. This year, there is a university town in Ji'nan. There are about 170 thousand college students. We set up a base there, and the University began to serve as Han Du's customer service. After becoming a Korean customer service, the university can make money, and the university students are very partial. There is no place for them to go. From the freshman year to the fourth year, we become our customer service. After graduating from college, there are two choices. First, we can continue to work in the customer service department of Han Du headquarters in the city. Two, we can apply to all departments of the Korean capital. So the Korean customer service mobility is relatively low, and the cost is very low, so the Korean customer service force has been very strong, not only high, but also low cost.

Han Du image, Tmall gold medal service providers, thanks to our strong demand, our own demand is bigger and bigger, so the team is very large. Not only in Ji'nan, but in Korea, there are more than 40 people in the network racket team, including the model broker, we are doing now, basically we are doing with visual correlation.

In 2016, we entered the upgrading of Internet brand ecosystem operators. Why did we intervene fully in 2016? There were a lot of things happened in 2015, but these things are basically related to the Internet. There are two things that I am particularly impressed with.

First, "Internet +" has been written into the government's report, which is a big thing for Internet users.

Second, Ali shares Su Ning. A kind of

The Internet has built up a new relationship between people and the world. I personally judge that the big era has already begun, so in this case, the emergence of an energy platform is urgently needed. This platform is not only a service provider, but also a system level service provider, but this system level service provider is based on big data and business intelligence as the channel to expand the whole system.

I hope to provide services for international brands, online and offline, private brands, and be able to connect with Tmall Taobao platform. We are the middle level platform, built on the big ecological niche.

We have built a name for this thing. We call it "Zhihui blue ocean" and the ecosystem of Internet brand. We already have the ability and social ability of the whole service. Since 2016, Han dresses is not only the company selling women's clothing, but has been gradually spanformed into such a company.

So what do operators do to do?

First, under the line of big brands, new brands, incremental, we are not the operation of the generation, we do not operate on behalf of the new brand, do incremental, here has done two success, first is to explore the way of cooperation, the Pathfinder itself is doing very well in the outdoor, how to cooperate? Our Internet ability is very strong, do incremental operation is not good, say increment, they are very happy, incremental big and small does not matter much, can not hurt the matrix, we set up a joint venture company, they go to the United States DX authorization, to cooperative company operation, sales is very good. The two is with the king of nine herd, I also said to do incremental for you, also set up a joint venture company, made a new business men's wear brand, our train of thought is for the big brands to do incremental.

Second, online and offline small and medium sized brands, mainly for the operation of the generation, all or part of the case is the brand of Shenzhen, Kuai card, all of them are shipped to us. In 2014, the "double eleven" advertising fee was invested 800 thousand, and the sales volume was 200 thousand. This year, the "double eleven" advertising fee has been invested in more than ten thousand, and sales volume is about 2000000.

Third, overseas brands, we are also doing cross-border, but we do not cross the border to get a few products, has become the first brand of Korean sports shoes.

Fourth, the establishment of the incubator, opened in May, has now begun to be renovated. We hatch some brands, including the net red brand.

Let's give you a few words on the experience of Han Du. As an enterprise in the Internet era, we must learn quickly, trial and error, and quickly iterate before we can keep up with this era.