Scratch The History Of The Brand Of The Korean Brand.

Going out of the way to make clothes, carrying the amoeba system to the end.

　　 Han Du Yi she After graduating from the Department of Korean language at Shandong University, Zhao Yingguang, a state-owned Korean representative, has gone through the process of South Korea's e-commerce from start to maturity. In 2002, he began to sell electricity in the eBay network to sell Korean cosmetics. In 2007, he visited a famous Korean online shop with a daily sales of about 1000000 yuan. The president told him three secrets: first, selling things on the Internet, we must make our own brands, and we will have opportunities in the future; second, first, we must sell women's clothing; the industry of women's clothing is the hottest industry of e-commerce; third, if we want to make women's clothing, we should try our best to make as many styles as possible, update as fast as possible, and have high cost performance, so long as we do well, we will succeed. Zhao Yingguang found the direction of entrepreneurship. In October of that year, the company had not yet been established, he registered his men's clothing brand, and in December he registered the brand of children's clothing.

In March 2008, Zhao Yingguang formally resigned and started his own business. He made his way out of fashion and started his business in Ji'nan. At that time, there was no clothing enterprise in Ji'nan, and a professional fashion designer could not get it. Zhao Yingguang recruited 40 students from the Shandong arts and crafts college and other schools, and found 3000 brands from the Korean clothing website. Then 1000 out of 1000 brands were selected. Each person was responsible for 25. Every day, 8 of the 25 brands were selected for sale on Taobao. From the beginning, Han Du Yi house is the amoeba system of "full participation in operation", from personal responsibility to group responsibility, and now there are 300 groups.

The purchase price is very high, generally can increase 100%, but there are four bruising: time is too long, from the order to receive goods for 15-20 days; can not be returned; often break the color code, cost performance is poor.

A year later, in 2009, Han Du clothes house began to make spot, and four hard wounds were all resolved. But Han Du Yi house still does not have its own factory, from the original purchase from South Korean manufacturers, to find factories in China, production, shipment, warehousing and warehousing.

In 2010, the Korean clothing house jumped into the first ranking of Taobao clothing category, the member about 2000000, the largest seller of Taobao in the north of the Yangtze River and Shandong. Online retailers The leader.

Had been exploded shop suspended business, the official website was black marketing.

Over the past 8 years, the Korean home has experienced a "thrilling moment". In 2011, it was severely attacked by Taobao's small seller riots and was shut down for a while. In 2015, the flagship store of Tmall flagship shop was tampered with.

On the evening of October 11, 2011, at 9 o'clock, YY voice 34158 channel came into existence in the small and medium-sized sellers of Taobao mall, and quickly gathered more than two thousand people to form an anti Taobao alliance. At nine twenty, under the command of an "executive", they took a lot of shots to Taobao mall, such as collectively taking goods, giving bad reviews, and refusing to pay.

This protest wave has a serious impact on the Korean home, and its daily sales have dropped by 30% compared with the normal day. Customer service has been exploded and the delivery speed has slowed down. From October 11th to November 15th, Han Du Yi house was attacked by nearly 20 rounds by small and medium-sized sellers in Taobao mall. It was the most frequent Taobao store in the incident, and it was suspended in the afternoon of October 15th, and then resumed.

At around 12:30 on October 26, 2015, the focus map of Tmall flagship store in Han Du house was tampered with. The picture was withdrawn after 5 minutes, and the page returned to normal. Three hours later, "live and new" appeared on the front page of Tmall flagship store.

The explanation given by Han Du Yi house is that Han Du Yi house's plan for "double 11" is "live, and the cutting-edge" theme marketing will start on the evening of 26. Because of the mistake of art workers, I uploaded pictures in advance. I didn't expect to start in such a dramatic way.

However, it was revealed that the truth was that at noon on October 26th, there was "mutual pinch" in the communication between the artists and the designers. When they uploaded the front page of the shop, they were mistakenly sending the picture with the words "deserved the Han's clothes house".

In any case, the accident was finally made by South Korea's clothing house, and it was also brilliant.

Internet +? Zhao Yingguang said Han Du Yi house is an Internet company, not a clothing enterprise.

Zhao Yingguang, an electricity supplier, thinks that Han Du Yi house has always been an Internet company, rather than a clothing enterprise. It just entered the clothing field of the electricity supplier.

In Zhao Yingguang's view, Han Du Yi she and tradition Clothing enterprise There are three differences:

First, the Internet has the characteristics of low cost rapid trial and error. Suppose that a chain clothing brand has 3000 stores in the whole country and ten clothes in each store. It may be thirty thousand clothes. And the cost of Internet operation is very low. If we want to be an Internet company, products and services should achieve rapid iteration. Compared with the traditional mode, the whole iteration cycle needs to be improved rapidly, and we must pursue the so-called high performance price ratio and low profit.

Second, the cost of learning on the Internet has been greatly reduced. 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 and two years to spanform and continue to move forward. So in this case, if you are the leader of an enterprise, you will be exhausted as before. So there must be a new organizational structure.

Third characteristics, low cost high frequency interaction, focusing on corporate media. Since the whole time is fragmented, the fragmentation of the whole consumer will bring about a significant increase in the frequency of interaction. The personalization characteristics of this brand will be reduced, and the media will be needed to enhance the image and help the personification of the brand.

Based on the deep understanding of the operation of Internet brand, Han Du Yi house did not follow the path of traditional business operation, but positioned itself as an Internet brand operator. It owns the Internet brand operation and replication capability, and becomes the incubator of brand, and then owns several 30 sub brands.

Positioning is fast fashion, and Han Du Yi house has a star family.

Han Du Yi house is very willing to spend money on the brand image. Top Korean star Gianna Jun, Ann Jae Hyun and Park Shin Hye are spokesmen of Han Du Yi house, plus three star shareholders, which constitute the star group of the Korean capital group.

News of the listing of Han Du Yi house revealed that Ali's news of "assisting businesses to list offices" was heated by the news. The "help business listing office" was set up by a dozen major businesses in Tmall in late March, and the demand is real. According to incomplete statistics, more than 50 enterprises on Tmall platform have launched the IPO plan internally.

Amoy brand listed this upsurge, Han Du Yi house walked in front, in fact, Han Du clothing house is no longer a brand, but a platform. The Korean company has carried out the amoeba system to the end, and the whole company has followed the "single product whole process operation system". The company's vision is to become the world's most influential fashion brand incubation platform. Over the past eight years, the performance of Han Du Yi house has been quite good. Listing is the new start of this Internet company.