What Did Han Du Learn From Idol ZARA?

Under the support of Godfather Ali's "listing office", many of the small partners have cut the famous brand.

It's about to land three new boards.

In the public pfer instructions, South Korea proudly used the facts to expose their homes, and boldly used the facts to compare with the A stock industry predecessors.

A clothing brand is called fast fashion, but how does it differ?

The self positioning of Han Du Yi house has always been "

"In this position, in addition to facing the international fast fashion brand ZARA, UNIQLO and H&M, as well as the competition with the amour brand, we also need to face the competition and challenges of the traditional fast fashion, leisure brands such as Semir and Smith Barney, which have strong offline operation capability while continuing to develop online channels.

A shares listed Semir and Mei bang as the industry predecessors of Korea's dresses, the target consumer groups and product sectors are very similar to them. They all value highly the trend of young people's preferences, while selling men's, women's wear and children's clothing.

From the perspective of the proportion of products revenue in 2015, women's clothing is still the main source of income, followed by men's wear and children's wear.

The largest source of income is Menswear, accounting for more than 60% of the total.

The situation is also different. Now children's wear (Barbara brand) has gradually grown into the main source of Semir's revenue, accounting for over 40% of revenue.

As a predecessor, the United States and Semir have experienced the hardship of inventory, homogenization, innovation and lack of design in the clothing industry. Nowadays, the focus is on men's wear and children's wear, perhaps because of the higher gross margins of the two commodities.

From the comparison of gross profit margins of various products in 2015,

The gross profit margin of men's clothing in Korea and the United States is relatively high in all kinds of products, which are 41.86% and 45.27% respectively. The gross profit rate of Semir children's clothing is higher than that of casual wear, and the position is 41.09%.

Although the younger generation, but profitability is not inferior.

From the perspective of growth, the gross profit margin of South Korea's electricity supplier has increased substantially in 2015 compared with the previous year, while Semir's gross margin increased relatively small, and the gross margin of Smith Barney declined compared with the previous year.

When the traditional clothing enterprises are facing more competition in the "Internet +" background, and are forced to pform and grope for innovation, they are lucky enough to catch up with the development of the electricity supplier industry.

South Korea has attributed its continued growth in gross margin to its own brand advantage, pricing mechanism, efficient single product operation system centered on product group system and flexible supply chain system with rapid response.

According to the flagship Korean wave wind and the positioning of the young consumer groups, South Korea has signed Gianna Jun, Park Shin Hye and Ji Chang Wook and other popular Korean pop stars. The influence of celebrities on fans has raised brand awareness.

The most famous product group in the Han Du management mode is made up of three people. Three people have taken the product's R & D, sales and management, and the public service department has provided all other support for them. In the view of CEO Zhao Yingguang, this mode has greatly reduced the cost of operation and management, and the highly autonomous incentive mechanism has also prompted the teams to continue to introduce high margin products.

What did Han Du learn from idol ZARA?

The flexible supply chain with quick response is an important advantage that Han Du imported from ZARA.

Under the condition of having the spot fabric, the Korean common order will be shipped within 7-15 days.

Under the "fast, small, multi product" product management mode of the flexible supply chain in South Korea, a small number of new products are placed on the shelves for 5 days, and the ranking of the products on the same batch will be carried out.

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Therefore, compared with the traditional clothing enterprises, the stock turnover rate of Korea stock is obviously higher, and maintained at a relatively stable level. It is also higher inventory turnover that has brought higher gross margin to Korea.

In contrast, stock removal is still a challenge for traditional clothing companies, and Semir's inventory turnover has dropped significantly over the past year, far less than Han Du.

Similarly, Han Du is the main network sales model of B2C, while the US and Semir are still dominated by traditional wholesale and retail sales. Therefore, the sales mode of the Korean capital is more timely and the credit sales amount is smaller and the period is shorter.

Congenital genes, so that Han can invest small returns.

From the proportion of operating expenses of each garment enterprise to sales revenue in 2015, the cost of Korea only accounted for a decrease of 2.52% compared with the previous year, and the other two increased to varying degrees.

According to the type of cost, sales expenses account for the bulk.

In 2015, the sales cost and management cost of two traditional clothing enterprises increased. On the contrary, the proportion of sales expenses of Han Du declined.

However, according to the increase of business income in 2015, the US state's revenue rose more than that of the United States, but on the contrary, it accounted for the highest income growth rate of 51.54%.

In fact, this is closely related to the higher conversion rate of online marketing promotion of e-commerce enterprises. The visible conversion rate enables online brands to make use of the accurate marketing positioning of big data to produce more matching "harvest".

In addition, as a senior business enterprise, Han Du's content marketing has been playing well, through the operation of the Korean wave star fans group, Han Du has paid attention to the brand with false concerns, almost zero in the target group for brand promotion.

Although traditional clothing enterprises have begun to fight for online promotion and sales, it is still hard to discard the physical advertising which is difficult to measure conversion rate under the line.

However, recently named "wonderful flower" of the "fan" App, the United States is also trying to play online marketing.