How Does Han Du Yi House Share The Advantages Of The Internet Brand?
Han Du power plays a key role in the output of resources in the two level ecosystem, giving it as an "empowerment business".
Han Du Yi she
It provides wider space for the growth of Internet.
This year, the trading volume of Han Du Yi's double 11 was finally fixed at 362 million yuan.
Clothes & Accessories
Ranked third in the industry.
In fact, on the day of double 11, the founder /CEO Zhao Yingguang once said on the circle of friends that the target of completing the target of 300 million yuan this year is not much pressure.
However, for both Korean and Korean homes, double 11 still has challenges.
As the first double 11 after the new three board listing, people are concerned about the performance of Han Du Yi house in addition to the concerns of the main brand and the sub brand. What is the performance of the Korean brand in the past year, for the "two level ecosystem"? What's the performance of the brand of the Korean brand on the double 11 day? Recently, the reporter interviewed Li Cheng, the head of the Korean power company, and learned that in the nearly 100 brands that Han Dai she's currently provided for the operation service, the results were compared with those of the previous double 11.
brand
The growth rate is 403.06%.
South Korea's fast fashion women's brand CHUU participated in the first year of this year's double 11, an increase of 1721%
Among them, double 11 turnover increased by more than 100% brands, a total of 5, including down jacket brand TANBOER, rosebullet (119.53%), Japanese casual women's wear rosebullet (119.53%), handmade women's boots Mantova (143.11%), feather clothing brand 3 UNUSUL (663.76%), British brand Loake (3204.55%).
There were 3 brands of double 11 participated in the operation of the Korean clothing house, the increase in the ring ratio was the Korean fast fashion women's brand CHUU 1721%, the Japanese women's wear brand 23 area 720%, and the Holland milk powder brand EkoBaby1138%.
In addition, the furniture brand color superior product, European electric business platform own brand zlabels Sao LAN Du during the double 11 period has also increased significantly.
"This year, all cooperative brand businesses are involved in double 11, double 11 over the same period last year, including some newly opened stores, with a comprehensive assessment of growth of around 403%."
Li Cheng told reporters.
Down jacket brand TANBOER, the growth rate of the company is 167.10%, and its flagship store on Tmall identifies the operating brand of the Korean Dubai electric business (Group).
Brand personalization from 0 to 1
Nowadays, the service category of Han Du power is mainly clothing, extending to cover clothing, shoes and boxes, and so on.
Li Cheng revealed that the selection criteria for business cooperation are mainly fashion oriented and extended to the hotter food and cosmetic brands.
In the nearly 100 brands operating on the Korean clothing house, from the growth rate of double 11 sales, the more outstanding performances include the Italy retro women's brand Mantova, which is 600% compared with the same period last year. Besides, the traditional lingerie brand athletes on the line have increased 500% compared to last year's double 11 sales.
Apart from most domestic businesses, 20% of them are from Japan, Korea, Germany and other international businesses.
This year, the Korean brand CHUU took part in double 11 in the first year, and its sales grew by 1721% over the day of its major local holidays.
International business is a long term term for commodity planning, but there are often problems in the use of popular fabrics and familiarity with the domestic environment, including the lack of familiarity with the supply chain and the pace of Internet operation. "We can improve marketing planning and operational rhythm planning in the Internet market".
It is understood that the cooperation between different brands and South Korean clothing homes is different, and some businesses choose to have full tubing access to Korea's ecological open system.
For example, TANBOER is using full hosting services. Besides warehousing, operations and customer service are operated by Han Du Yi house.
The 23 zone in Japan is fully hosted in China online brand, from product research and development, planning and design, operation, customer service logistics, brand promotion and other services.
Excluding the competing products of the same kind of women's clothing, a large part of the service objects of the Korean clothing house came from the international women's clothing brand, helping them to do well in the Chinese market, some of which were also connected to the supply chain development of Korea's dresses, such as the Japanese brand rosebullet of envad (Rose bullet).
Japan's Ewald brand rosebullet (Rose bullet) double 11 turnover increased 119.53%
In the face of different demands of different brands, South Korea has set up an independent accounting method for each business sector and its basic service department of its own brand, so that Han Du's own ecosystem can maximize the opening and empowerment of the brand that connects the Korean capital ecosystem.
At present, the warehouse of Han Du Yi house has been connected to food and household brands, and the next step will be cosmetic products.
Li Cheng stressed that the Korean power company wants to build the whole case operation service provider, not only in the operation and sales, but also in the whole link service such as brand building, visual presentation, Internet product operation rhythm, supply chain access, storage and logistics customer service and so on.
It is understood that compared to some 1 generation operators, who are responsible for the operation of several 10 brands, Han Du power is equipped with teams for each generation brand individually, maximizing the personalized needs of the brand through the operation of the independent team.
"Many Internet operators on the Internet are doing the most basic promotion, including the most basic promotional tools of Taobao Tmall Jingdong."
However, in Li Cheng's view, the advantage of Han's clothing house is not only having its own main brand, joint venture brand, but also the more than 20 sub brands which are born out of the Korean capital system, which has a deeper understanding of the brand.
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How to share the advantages of Internet brand?
In the new retail era, as the first Internet clothing brand to board the new three boards, Han dresses house did not choose to open physical stores like most other brands. Instead, it opened its ecosystem directly to the business model of "brand + two level + first class ecology" from the traditional online bag retail mode.
During the double 11 period, the number of fans gathered in the clothing category was the first, over 11 million 648 thousand, which was about 4000000 more than that of second UNIQLO.
How to manage good fans and maximize their profits in operation can be said to be one of the reasons why many brands are looking for Korean clothing homes.
According to Li Cheng disclosed, for the double 11 period of marketing, South Korea will be advertising cost ratio in the cost of 5~8%.
He said that the operation of the Internet is endless, from the past traffic volume to the current traffic slowdown. In the changing Internet market, how to focus on constantly improving their operational capabilities and adapting to the changes of each stage is the pursuit of Korean power.
He said that this year, thousands of people feel a great deal of efficiency.
"We hope that the flow will be more and more precise, and a series of services and costs will help improve customer loyalty.
During the double 11 and preheating period, nearly 20 brands including TANBOER, Mantova, rosebullet, CHUU, and master are also participating in the live broadcast of their network.
Italy handmade women's boots Mantova double 11 this year, an increase of 143.11% over the same period last year.
Han Du Yi house also shared the logistics and customer service capabilities. According to the recent Tmall customer service comprehensive score ranking, the comprehensive store customer service reception, guidance, pformation, paction, service attitude and other 15 data indicators, the Korean clothing shed 93 ranked first in customer service index.
In terms of logistics, Korean intelligence is the core of the nine supporting systems of Korea's home clothing. With its fully automated OMS and WMS system, it can deeply control the delivery speed of goods, formulate the best picking and parcel pmission routes, and speed up processing speed to 15 thousand single / min.
It is revealed that this year, Han Du Yi House issued 2 million items in 3 days. The first package released on that day increased to 186 seconds, up 2 minutes from 5 minutes last year.
Capital operation behind generation operation
Although in the GMV of Han Du's house, the contribution of Han Du power is mainly reflected in the revenue service fee which is not very high. However, the significance of its existence is indeed the great increment in the future.
As the core power department of the two level ecosystem of Han Du Yi house, Han Du power carries the function of Korea's capability export. Li Cheng said that access to Korea's power is not only an access service. "Generation operation is not the ultimate goal, but to understand the brand through this, and provide a way to communicate for the latter part of the stock purchase."
Japan's women's wear brand 23 Zone double 11 during the period of growth of 720%
In October this year, the cooperation between Korea and the Korean lingerie brand GOODPEOPLE began from the beginning to the later generation of a joint venture.
Now, including Kui licensing, Mantova and other brands are negotiating joint ventures.
Li Cheng disclosed that the progress of capital is optional, and the cooperation between the two sides is also helpful for finding out the brand before buying a brand.
Before the beginning of double 11, Zhao Yingguang once forwarded and commented on the news of Fang Jianhua, founder of Inman, "the integration of all channels under the future online and offline is an inevitable trend" in the circle of friends. He said that he did not agree with his views and launched a battle of words with him. In his view, Fang Jianhua's design background is different from his own internet background, and the goal of the Korean three year's business in the next two years will be devoted to the upgrading and iteration of brand innovation, design, hatching operation, marketing, intelligent storage and pportation.
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