Why Don'T They Build A Physical Store?

There is no intention of opening a physical store.

In China

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On the retail development forum, vice president of Jingdong group Xin Li Jun, as a moderator, asked Jia Peng, when he was born, he was pure.

Brand, now the Internet brands are in IPO, including Yin man in the prospectus also revealed that under the development line, do you have any IPO plan?

Jia Peng gave a clear answer. Han Du she made an application in the new third board in April this year.

However, the brands that the Internet has grown up, including emann, feel that they may want to open a physical store.

And Han Du Yi house has no idea of opening a store.

We define ourselves as the Internet fashion brand operation group, and note that the first three words are the Internet.

This shows our main position, no, all positions are on the Internet.

We believe that the market for the Internet is large enough to produce better sales results in this market.

Jia Peng revealed that July 9th was the 10th anniversary anniversary of the establishment of the Korean home group.

From the beginning, we are going to bring Korean fashion to China.

In the past two years, we have deepened our exchanges and cooperation with some Korean fashion brands.

We have increased investment in fashion, for example, this year we will hold a costume designer competition in South Korea, and then we will bring the Korean clothing design resources to China.

Some Korean celebrities are not just spokesmen, but will be more closely interacted.

When it comes to Internet brands, there is no sense of experience like a physical store. Jia Peng disagrees: Han Du she house is in Ji'nan. All the goods sent to Guangdong and Guangxi are airlifted in the past. Basically, they will arrive in second days. Buyers are not satisfied with the return.

This is almost no different from the offline try experience.

We also analyze the changes in consumer shopping behavior, and now consumers are buying behavior at any time of fragmentation.

Therefore, we feel that we can make more efficient use of fragmentation time, which is why we are not moving towards the bottom line.

After all, such fragmentation has saved many time costs for buyers.

We have always believed that the Internet will produce very good brands.

He said that there are many good things on the line that physical stores can't do.

For example, online marketing activities play a lot, its spread is unimaginable, can be shared in the circle of friends, you can invite people to do live broadcast, everyone can see, and, you go to work, sleep, eat, go to the toilet online shopping, offline certainly not.

Any new promotion tool, Han Du Yi house, has been actively trying, and we are moving forward.

Jia Peng believes that live broadcast has a special advantage for the brand to expand its influence.

For example, in the early days of Korea's clothes house, we did all the work on micro-blog to go to Korea to do the live broadcast in the restaurant opened by Park Shin Hye's mother. The result is very good.

Now we use more live broadcasting, including some of the products of the brand.

On the other hand, we are also paying close attention to virtual video.

Han Du Yi house believes that the former is the king of channels, that is, the commercial real estate who occupies a good geographical position, who will be cattle, then become a product of the king, consumers will spread word of mouth, now when the content is king.

How to make the brand more personified and even impress the minds of consumers is very important.

Han Du Yi house is also focusing on creating content.

Jia Peng said that the rapid development of China's Internet has benefited from two points. First, the Internet is the Internet, and the second is demographic dividend.

In the future, if the demographic dividend is gone, the online and offline markets will turn from the incremental market to the stock market.

How to do better on the online sales platform of the giants, and to squeeze others away, we must consider how to do well in internal work.

There is a set of operating modes

Founded in 2006, Han Du Yi house has grown into one of the largest Internet brand eco operation groups in China with many styles, fast updates and cost-effective products.

From 2012 to 2015, the domestic e-commerce platforms were ranked first in four consecutive years.

In 2014, Han dresses made the first full year, double eleven and double three titles in the history of Tmall. The men's wear won the first place in Tmall's original year, and the children's wear won the third place of Tmall's original year.

In March 2011, Han Du Yi house invested nearly tens of millions of dollars in IDG.

In September 2014, Li Bingbing, Huang Xiaoming and Quan Ren were founded by three people, Star VC investment, the first investment project.

As of July 2016, the company has 58 marketing departments, including marketing center, product center, supply chain center and Information Center, with more than 2600 employees.

Through the internal hatching, joint venture cooperation and generation operation, Korean brand clothing houses now have 40 brands, including women's brand HSTYLE, men's wear brand AMH, children's wear brand Mini Harun, mother's clothing brand di kuina, women's wear brand, American outdoor brand Discovery and other well-known Internet brands, including Korean style, European and American Department, Oriental Department and other mainstream styles, covering women's clothing, men's wear, children's wear, outdoor and other categories.

Through self incubation, strategic acquisition and fashion cloud platform, the company plans to complete more than 50 brand cluster layout based on clothing category in 2020 to achieve more than 10 billion paction scale.

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The unique product operation system (IOSSP) with the product group as its core is a successful case of the enterprise using the Internet to enhance its operational efficiency. It was selected into the EMBA teaching case database of Tsinghua University, MBA, Cheung Kong business school, China Europe Business School and Harvard Business School.

After 8 years of intensive farming, Han Du Yi house has created and perfected the "single product whole process operation system with product group as its core", or IOSSP for short.

The "single product whole process operation system" refers to every product, from design, production and sales, with the product group as the core, planning, photography, production, marketing, customer service, logistics and other related business links, the whole process of data and fine operation management system, "a small number of products for sale", to maximize the advantages of the Internet, and establish the competitive advantage of "many styles, fast updates, high cost performance", and effectively solve the most heady inventory problem in the apparel industry, which can ensure that customers choose more products with high price performance ratio.

The "single product whole process operation system" takes the product group as the core, and the product teams operate independently and independently.

They focus on the core of "product operation" and carry out business independently under the overall planning of the enterprise. There are 267 product groups in Han Du Yi house. Each product group is usually composed of 2~3 members, and the non standardized links such as product design, page production, inventory management, discount sales promotion and so on are fully assigned to each group.

The product group mode realizes the relative unification of "responsibility and right" on the smallest business unit. It is a "self-management body" built on the public service platform of enterprises. It has trained a large number of people who have business thinking products development and operation, and has also provided the most important talent reserve for multi brand strategy.

As the core component of the "single product whole process operation system", the advantages of the product group mode are mainly embodied in two aspects:

(1) the operation efficiency has been greatly improved.

As long as it is within the framework set by the company, the product team can control product development, new product shelves, discount promotions and other operational links according to its own rhythm. At the same time, it also has independent rights for consumers' feedback, constantly revising and improving products, and improving consumers' experience.

(2) greatly reduce the risk of inventory.

The core indicators of each group's performance appraisal are sales volume, gross profit margin and inventory turnover rate. In order to get more profits and more commission, each group will estimate sales volume according to the various reference data provided by the company, and will follow the principle of "small number of times" when placing orders, and strictly control the risk stock.

After 15 days on the new product, Han Du Yi house, through the data model of the system, divided the products into four categories: "explosion, prosperity, peace and stagnation".

Different levels of products, planning centers have a unified marketing policy, product group in the planning center's standard policy area, according to the market situation of commodity marketing strategy to determine and implement.

As a result, the whole product end response is more sensitive and the risk is easier to control.

Because of these two core strengths, the annual inventory turnover rate of Han Du Yi house can reach more than 6 times, and the sales rate can reach 90%-95% in the quarter.