Brush Up Or Become A Stumbling Block For The Development Of Many "Brand Names"

In the spring of 2008, Zhao Yingguang invested 600 thousand yuan to set up a franchise in Ji'nan.

Online shops "

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In the first year, the sales volume of Han Du Yi house was only 1 million 300 thousand yuan.

7 years later, the revenue of Han Du Yi house in 2015 amounted to 1 billion 250 million yuan, a total of 1979 employees, and attracted star shareholders such as Li Bingbing, Huang Xiaoming and Quan Ren.

From 1 million 300 thousand to 1 billion 250 million, Zhao Yingguang was the Lei Jun of many business entrepreneurs and became the object of their worship.

As early as 2012, Zhao Yingguang said in public that Han Du Yi house should be listed at the end of 2015.

In April 29th of this year, Han Du Yi house formally applied for listing three new boards.

With the publication of the materials such as the public pfer instructions, many details of the operation were exposed to the public.

Nearly 300 groups, more than 20 sub brands

Han dresses made up of women's clothing. The main products are "

"Women's wear, at the same time the implementation of multi brand management strategy, has set up more than 20 sub brands, including women's wear, men's wear, children's wear, related accessories and services.

In recent years, from the data point of view, although the Korean clothing house still operates mainly in women's clothing, the proportion of men's wear and children's wear is gradually increasing.

In terms of clothing design, Han Du Yi house adopts independent design and brand marketing.

The whole system of single product operation centered on group system is referred to as "group system".

This mode will break up and reorganize the traditional linear function system, that is, from the three departments of the designer department, the commodity page team and the docking production and management orders, 1 people will be drawn out, and 3 people will form 1 teams. Each team should be responsible for the design, marketing and sales of a garment.

Accordingly, group deduction will also be calculated based on gross margin and capital turnover ratio.

At present, Han Dowie has nearly 300 teams, each year can launch 30000 clothing, direct to ZARA and other fast fashion giants.

At the same time, Han Du Yi Shiri used its brand promotion, marketing, customer service logistics advantages, to provide services for the traditional offline brand, net red brand, foreign brands and other service providers, collecting service fees.

The sales model of Han Du Yi house is mainly B2C and B2B2C.

B2C is directly sold to users through the platform of Han Du's own official website, Tmall and Jingdong. B2B2C means selling it to other platforms in bulk, and then selling these platforms to individual buyers, such as vip.com.

According to the public pfer instructions, vip.com is the largest customer of Han Du Yi house, and contributed 340 million yuan in 2015, accounting for 27.37%.

Brush up or development stumbling block

In 2014 and 2015, the revenue of Han Du Yi house was 831 million yuan and 1 billion 250 million yuan respectively, the net profit was -3755 yuan and 33 million 200 thousand yuan respectively, and the net profit in 2015 increased significantly.

The company's main competitors include UNIQLO, ZARA, Yin man and Semir.

Not long ago, the flower supplier of the Shang AI Shang flower officially landed on the new third board, which listed the detailed data of the brush list in the public notice, and became the first businessman to dare to publicly brush the data, causing the industry to be in an uproar.

Brush list has become a problem that the electricity supplier can not escape from the capital market.

He did not express his attitude clearly in the public pfer instruction, but chose the side response.

The public assignment instruction reads as follows:

With the increasingly fierce competition in the clothing e-commerce market, some e-commerce enterprises have bad practices such as "brush up" and selling fake and shoddy products, which have a certain impact on the market order. With the continuous improvement of the relevant national legal system and the increasing enforcement of supervision and regulation, the problem of disorderly competition in clothing e-commerce enterprises will gradually improve.

Here, Han Du Yi made it clear that the "brush list" is a kind of bad competition behavior, which is the only reference to the "brush list" in the public pfer instruction.

More than 50 "Amoy brands" plan IPO

In late March of this year, three companies including the squirrel, the Hui Mei, the Korean clothing house, the split silk, the camel dress, the Royal mud square, the Han Hou, the October Mommy, the AFU, the puppy electric appliance and so on 10 Alibaba retail platform enterprises, the joint name suggested Ali to set up "assists the merchant to appear on the market the office".

The office can help businesses prepare some information before listing, and take the lead to help these brand business enterprises, communicate with the Securities Regulatory Commission and exchanges, assist brokerages to complete interviews and data dutiful investigations of businesses, and establish communication channels with other listed and upcoming brand electric business enterprises.

Earlier, according to relevant media reports, Alibaba retail platform has more than 50 merchants plan IPO, many of them, like the Korean clothing house, intends to fight the new three board business.