Amoy Brand Theory Of Evolution: Han Du Yi Gets The Myth Of Tens Of Millions Of Dollars In Financing

Zhao Yingguang, the founder of Han Du she house, worked in Korea for 10 years.

From 2001 to 2007, before he returned home, he tried to shop on eBay and Taobao after work, selling cosmetics, mother and baby products, automotive supplies and so on.

In 2006, he incorporated a company to sell mother and baby products online.

In 2008, noting that the Korean wave at home was then, the company began to pform into a Korean clothing purchasing agency.

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Zhao Yingguang did not follow the "self-employed" model. Instead, he recruited 40 graduates of clothing design and Korean majors from local universities and professional institutions. 1000 of the more than 3000 Korean online clothing brands were then distributed to 40 employees.

These employees browse the online products of their 25 brands online everyday, and choose 8 from them to display and sell in the Taobao store of Han Douyi house.

In this way, Han Du Yi house has to wear more than 300 garments every day, far more than the average number of new products on the average at Taobao stores.

In 2009, Han Du Yi house applied for trademark registration and pformed into Hanfeng fashion fashion brand.

In the past year, employees who bought experience in the selection of funds had been pformed into buyers, and they continued to choose clothing in South Korea's online stores.

The difference is that after the election, they no longer simply sell on Taobao, but buy the selected clothing as a sample, then adjust the styles according to the needs of Chinese consumers, extract popular elements, redesign the finalization, print and select materials, and find factories in mass production in China.

Moreover, Han Du Yi house has gradually developed into a group system with buyers as the core, and the group is responsible for the whole operation process of the design, production and sale of each odd commodity.

In the 4 years since the establishment of the brand, there is only one brand in handu clothing house, Hslyle, which is a fashion brand of Han Feng, and its target audience is a 17-25 year old woman.

Company profits are almost all used to expand the recruitment of employees.

Since 2013, the main goal of the company is the expansion of the sub brand. Therefore, the focus of the company's profit distribution is to achieve the new brand. However, the increase of the sub brand is based on the expansion of personnel.

The number of employees increased from 40 in 2008 to 2600 in 2014, an increase of 65 times.

The annual sales volume of Han dresses has increased from 3 million yuan in 2008 to 1 billion 500 million 2 thousand and 11 years in 2014. Han Douyi's Internet women's clothing sales have won the championship of women's clothing category in the major e-commerce platforms such as Tmall, Jingdong, vip.com, Dangdang and so on, thus establishing its leading position in the industry.

In the same year, Han Du Yi house successfully invested $10 million in IDG, a well-known international venture capital institution.

In 2012, Han Du Yi house launched its first sub brand, Han Feng.

The men's brand AMH opened the curtain on the implementation of multi brand management strategy. In the same year, the Korean family bought 60% of Taobao's Taobao store.

Her registered designer brand has become the third brand of Korea's clothing house.

In 2013 and 2014, Han Du Yi house launched the Hanfeng fashion brand MiniZaru, the European and American fast fashion brand niBBuns, the Hanfeng elegant fashion women's brand Soneed, the Hanfeng fashion dress code ForQueens and other private brands.

In addition, in 2012 and 2014, the Korean home made two designer brands.

By the end of 2014, Han Du Yi house already had nearly 20 sub brands.

The company's goal is to have 50 sub brands in 2020.

In September 2014, Star VC, founded by Li Bingbing, Huang Xiaoming and Quan Ren, invested the first investment in Korea's clothes house.

In the same year, Han Du she successfully signed Gianna Jun, a Korean front-line actress, to endorse the brand.

The designer brand of "Han Du she house" has won the honor of "Tmall first original brand" in 2014.

The goal of Han Du Yi house is to create a B2C designer platform.

The position and mature operation mode provides production support chain management and backstage management services for all independent designers who want to create clothing brands, and evolved from clothing enterprises to provide platform for apparel production and supply chain operation related services.