"The Crux Of The Traffic Problem" May Be Broken By Han Du Yi She.

According to the world clothing shoes and hats net, recently, with China all

The State Council has agreed to set up the "brand day of China" in May 10th every year since 2017, which means that Chinese brands will usher in a new spring again.

And whether China's vast Internet brands can realize their pformation and upgrading in the spring will decide whether they can live healthily and for a long time.

with

Category as an example.

At present, the Internet

The biggest gap between brand and international brand is not product, but brand. More frankly, it is the quality difference of brand's own flow.

Such as ZARA, UNIQLO, H&M and other international fast fashion brands, which are well known, they can be widely known, searched and loved by consumers, not because of a single product but a brand.

So in the past two years, the domestic e-commerce platform is also happy to provide green light for these "self flow" brands, giving more resources to tilt.

This is a practice in the retail industry, because these brands can reach a good tacit agreement with the platform, and the attraction between fans and traffic will form a virtuous circle.

For Internet brands born on the Internet, traffic comes more from platforms than brands.

Over time, this formed a sticking point.

However, the crux of this problem may be broken by Han Du Yi she.

The Korean brand has been exposed to high-density brands in the first tier cities in China.

Just before the State Council issued the 510 "China brand day" plan, the Korean clothing house has released news to pform to the first-class fast fashion brand.

It is ingenious that 510 is the established super brand day of Han Du Yi house. Since 2010, Han Du Yi house has insisted on the whole group's integrated brand activities in May 10th.

Chinese brand day coincides with the Korean brand's super brand day, which is like a strong heart. It brings more confidence to the Korean brand's strategy and brings more expectations to the entire e-commerce clothing industry.

And specifically to the Internet brand to "bring traffic" fast fashion big pformation, Han Du Yi house has also formulated its own three step strategy.

The first step is the extension of the brand line, adding more exposure to the brand.

Of course, the extension of this line does not necessarily mean the opening of the shop online. What Han Du Yi house has done is to expose the brand's offline and online fields in a more lightweight way.

At present, Han Du Yi house has carried out high frequency and high-density advertising in the core business circles of Beijing, Shanghai, Guangzhou and Hangzhou.

"In recent years, we have improved the quality of Han Du Yi brand in the design, production and other links, and have also signed a number of top Asian designers as fashion director.

After the improvement of product quality, what we want to change is the cognition of consumers to Korean brand.

We are no longer a shop, but a brand. "

In the interview with reporters, Feng, director of marketing, said that the current line extension is also concentrated in the core business circle of some first tier cities, and the advertisements will be fully covered by domestic and second tier key cities.

The Korean brand has been exposed to high-density brands in the first tier cities in China.

The second step is the brand exposure of all channels under the online and offline channels and become normalized.

"In terms of film and television drama implantation, Han Du Yi house has rarely tried before.

With the emergence of more modern films, such as youth urban drama, network drama network, and watching and buying, we have also made strategic plans for film and television implantation.

Last year, a song of joy burned three squirrels, and also fired the independent designer brand POLLYANNAKEONG (Qu Xiao fashion design brand).

Compared with the independent designer brand, Han Du Yi house has more standardized product suppliers, more professional customer service team, and more efficient warehousing and logistics system.

Strengthen the implantation and exposure in the urban youth drama, and make the first Internet brand that gains the bonus of "watching and buying". This is just a small goal of the Korean clothing house. The film and TV play implantation is only a link in the exposure of the brand of the Korean channel.

The third step is to strengthen cooperation with big brands and well-known IP to enhance the right to speak in the fashion industry.

In fact, Han Du she had already established a very close cooperative relationship with HARPER 'SBAZAAR, and chief editor Su mang has repeatedly expressed his expectations to Han Du Yi she.

Last year, Han Du she held a designer selection competition and signed a contract with New York fashion week designer and pioneer of Asia Fashion, Cui fan tin.

At the same time, he has been invited to participate in the fashion week of New York fashion week and Milan fashion week, and gradually raised the brand's right to speak in the fashion field.

In the future, the Korean clothing house will continue to strengthen this part of the investment, further enhance the brand's fashion attributes.

In the pformation from the Internet brand to the "fast flowing fashion" brand, the focus has also been placed on the pformation of brand and social links.

This pformation is embodied in two dimensions: fans and platforms.

From the perspective of fans, Han Du Yi house should rely on its own brand exposure and value guidance to encircle more consumers. From the platform point of view, Han Du Yi house should realize the drainage of fans under the line to the outlet of the electricity supplier represented by Tmall, Taobao, Jingdong and vip.com, and do a good job in the "new retail" background.

"For the traditional brands and offline brands, new retail is the integration of online and offline businesses through big data and business intelligence. For new brands such as Korea's clothes house, new retailers need to break the boundaries between online and offline, and strive for more offline fans to accumulate and then drain online."

The wind said.

From this point of view, what Han's clothing house is solving is also the "crux of the flow" that many Internet brands are facing. What Han's clothing house is experiencing may also be the only way for most Internet brand pformation.

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