Jia Peng Of Yi She Group: How To Build Internet Brand

According to the world clothing shoes and hats net, September 25th news, in 2017 China

The Forum on innovation and development and Zhuzhou (Lu Song) clothing business development summit, Jia Peng delivered a public speech, the following is the shorthand of the original.

Group vice president Jia Peng here to share, just listen to including small black skirt included in the Momo, including making the net red brand big beauty, I think everyone has talked a lot from the marketing point of view, I do not talk about marketing today, I would like to mention that in such a cruel business environment, because now that although everyone is talking about, the traditional business is seriously affected by the electricity supplier, but we feel that as an electrical industry practitioners, now the electricity supplier industry competition is also very intense.

Today, the way to build the Internet brand.

There are so many sides here, we define it as Internet brand, not from traditional enterprises, there are so many, of course, we have written so many, there have been good, but also gradually decline, such brands in the last ten years, the tide of the Internet began to rise some brands.

I mainly talk about three aspects, because the sponsor's topic is how to build Internet brand. I mainly do it from three aspects.

First, operation, second ecological construction, third organization.

We can see some data of our company through the new three boards. In the first half of this year, our whole sales and our net profit have a fairly good growth compared with last year, because we wrote in the new three board that we are a fashion company, actually we are a fashion company, and we are a big data company.

I enumerated, as the body of Han Du Yi house and the system that we need to make a clothing and apparel company, we can see that here we have made our system layered, and do system operation in our company, not referring to marketing operation, but referring to IT, with a very large team.

As you can see, we have so many systems to monitor the tens of thousands of SKU products in the store, because we are different from those including the little black dress and Momo, because we are a small number of games.

We have so many styles that we have launched a --C2B mode under the big data.

If we are to find out which styles belong to our explosions and which belong to the usual mode in the massive style, our company will rely on personal will to think which funds are likely to be bursting money and flourishing funds.

When we make these styles judgement and analysis, we have a complete set of rules to stipulate which styles can be used for reordering and tracking bills. Here is a picture of the return and promotion under the guidance of the C2B operation system driven by the package of Wang Ping Chi algorithm.

Many clothing enterprises biggest crisis comes from our stock, how should we analyze what styles we are not allowed to return to the list and reminder, make clothing enterprises the first single as little as possible, very worried that if the money can not sell out in the warehouse how to do it, so we use as soon as possible to determine which belongs to the chase and return the money, after judging the future trend of attention to the triangle below.

When we make such a judgement, we can only catch up with the explosion and money in the company only through data analysis. We see a very good point below. Our return order basically ended in May, and it was returned in May.

In February, we passed some new data, which is different from others. All the data of our company were pushed out through data. After the data was launched, various latitudes included exhibition, including clicking, including pformation, including the new time. There are many data latitudes introduced here. After that, the 20 or 200 sections belong to the explosive fund, which can enter the pool of return and push orders, and then enter the right place.

The following promotion is all like this rhythm.

Then the whole life cycle of summer wear products will form a better result, because only in this way, the annual selling rate of our products is relatively high, and this year we estimate that it will be more than 95%, so that the inventory risk will be minimized.

We hope to reduce the risk input through the application of data.

In addition to doing this, we have put a lot of effort into the construction of the ecosystem. This is just an introduction to what Han Du Yi house is doing.

Because we feel that we have made about 1 billion 400 million of our revenue last year, and we expect another good growth this year.

Under this size, under the scale of more than 2000 people, we are still doing ecosystem support. Here, we will talk about what the whole group is doing, because within our company, our own brand now has more than ten brands, and there are nearly more than 70 brands of operation and incubation. Now, on our side, these are some clothing type enterprises.

In view of the brand under our own ecosystem and the brand that is acting as a substitute, we have focused on the pformation of our supply chain, the development of intelligent IT system, including the unified delivery and storage system, including customers, including financial support, all things here.

The above is to support the development of different brands, it is estimated that some time ago, you may have seen, including Ali's mention of S2B, here we think that for some businessmen for some low-end terms, their own Korean intelligence, in just so complex system of IT can support the whole B for the development of the merchant, because the whole should be in a system function, these businesses will develop faster.

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When I was last year, I concentrated on the group system for you, and today only 20 minutes do not share this content with you. But the group system has played a very important role in our organization construction through more than 10 years of operation. I think if there are new scholars or guests to demonstrate some new ideas in many forums, what kind of direction has been generated recently? But for us, we are still sticking to the panel system, and we think our effect has always been good.

How to carry out the Internet brand building in three aspects, first, through data operation, second through ecological construction, and third through organizational special organizational operation mode, make our smallest organizational structure full of vitality.

This is not true. We used to have more than 280 product teams in our entire Korean home. We have a 3 person structure in every product group, because this is also a centralized case in many business schools. You can include Baidu from the Internet.

This group management mode has played a particularly important role in our company in recent years.

After so much longer development, we will find that there are some opinions and ideas about the trend of Internet brand development. Of course, this is only the view of our company, because thousands of people face thousands of faces, so the single brand's ceiling is much lower than that of the same brand.

That is to say, on the Internet, I find it difficult to make a single brand. This single brand ceiling is still much lower.

The absolute number of brands will continue to increase.

We can see the offline channels, because we are limited by the physical space, such as business super, shopping malls, clothing wholesale market, the number of brands is limited, but on the Internet brand can show geometric growth, the absolute number will continue to increase.

We used to think about the operation of brand, from horse racing to extensive operation. We think that we must turn to step by step and refinement. Now the traffic is so much. No matter through the live broadcast or some new parts, we find that the traffic is less and the traffic is slightly lower. Because the Internet is not something new for Chinese people. The volume of traffic is so much. If we grab the traffic from the side, we may still have less traffic. We think we need to develop step by step and meticulous. We will develop some new traffic entry to support the brand development.

Just now, Lu said that many of the textbooks used to teach you how to do direct trains and drill shows are not very adaptable in the current stage, or need some new changes or new things. We need to dig, including the importance of red and live broadcast, including the characteristics of some red people playing, which are different from those of traditional patterns. If we did not follow closely studies, we would find that our brands were slower to surf during surfing.

For our company, including live broadcast and so on, we invested a lot of manpower, we are also carefully studying, our new attempt to promote new means.

Everyone has a smart game on the right side. This is an incubator made by Han Du Yi house. There are many formats in our incubator, including the promotion of red people, including making short video formats. This kind of incubator is not a wholly owned subsidiary of Han dresses, but it is all around the Korean clothes house. Sometimes it will give us some promotion. Sometimes it also gives us some red men. This service organization is to create some new promotion small companies in the smart columns, and form a more profound link with us.

This is our view of the Internet brand.

Today, I would like to introduce you here. Thank you!

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