Han Du Yi House Also Has Pain Points? Lack Of Offline Channels To Take The Next Step

At present, the market of garment industry is excellent.

First, because clothing is a rigid demand, the demand for clothing is relatively stable no matter how the garment industry is pformed.

Secondly, with the improvement of consumption level, people have more requirements for clothing, and the demand is increasing.

From these two aspects, the clothing industry has a bright future.

Now that there is such a good market prospect, how to develop the clothing electricity supplier that has always been a big part?

Riding on the online dividend

Founded in 2006, Han Du Yi house is the first group of Amoy brands developed on the basis of online traffic dividends.

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

In 2014, Han Du Yi house was invested by Star VC, a movie star.

In 2012 -2016, on the major e-commerce platforms in China, Han Du Yi house ranked first in the industry rankings for five consecutive years.

In 2014, Han Du Yi house in Tmall was the first in the history of the whole year, double eleven, double three big sales champion.

Among them, men's wear won the first place in Tmall's original year, and children's wear ranked third in Tmall's original year.

In the past ten years, Han Du Yi house has won the trust and trust of consumers with its many styles, fast updating and cost-effective products. Now it has become one of the largest Internet brand eco operation groups in China.

Through internal incubation, joint venture cooperation and agency operation, there are as many as 70 brands.

Its original "product group as the core of the single product whole operation system" has also become a successful case for improving the operation efficiency of the enterprise Internet.

In the operation mode, the single product operation system, which is the core of the product group, is worth a lot of clothing business enterprises to learn.

The so-called "single product whole operation system" means that the product is the core of the product group from the design, production and sales.

In other words, the product team has contracted all aspects of the product from design to sales.

In the whole design, production and sales process, the product team is fully independent and independent accounting, but at the same time, it is well coordinated with each other.

Han Du Yi house is letting the product team do it, and only waiting for quarterly settlement can share the outcome of the product team.

South Korea's clothes house "contract to households" to the product team, its positive role is mainly reflected in two aspects.

On the one hand, the product group system has greatly improved the operational efficiency.

As long as they do not exceed the company's prescribed framework, the product team has absolute autonomy to control product development, new product shelves, discount promotions and other operational links.

It is understood that there are 267 product groups in Han Du house, and each product group is usually composed of 2-3 members. Product design, page production, inventory management, discount promotion and other non standardized links are fully assigned to each group.

In the overall planning of the enterprise, business independently, product group get higher degree of freedom, and their enthusiasm has also been raised.

In addition, the product group mode has realized the relative unity of responsibility, right and profit on the business unit, greatly liberated the wisdom of the staff, and trained a large number of product development and operation personnel with business thinking for the enterprise, providing important personnel reserves for the future development of the enterprise.

On the other hand, the product group system has greatly reduced the inventory risk.

Han Du Yi house also has a brilliant idea in reducing inventory risk.

This is mainly due to the assessment mechanism and data model of the product team.

The core of Han Du's assessment is its sales performance, gross profit margin and inventory turnover.

In order to help the product team to complete the examination, Han has formulated the standard marketing policy.

In addition, through the data model of the system, Han Du also divided into four categories: explosive, prosperous, flat and sluggish according to the data products after 15 days on the new product, providing market related data for the product team.

In order to get a bigger profit and commission, the product group will estimate sales volume according to various reference data provided by the company. When ordering, it will follow the principle of "small number of times" and strictly control the risk stock.

It is understood that the annual inventory turnover rate of Han Du can reach more than 6 times, and the sales rate can reach 90%-95% during the quarter.

The assessment mechanism incentive team actively marketing products, the use of system backstage data makes the product end reaction more sensitive, inventory risk greatly reduced.

In general, in early twenty-first Century, Han downer was brutally growing on the east side of the online traffic dividend.

After ten years of development, the Korean clothing house is also a small achievement. It is worth learning from other clothing business operators in many aspects.

But at the same time, there are still many deficiencies to be improved.

The product team operates well and adhered to the single online format.

As a relatively popular Amoy brand, the Korean clothing house has some excellent experience worth learning from other clothing business operators.

However, after ten years of development, it failed to become a clothing brand like UNIQLO and Zara.

In terms of channel formats, the market of Han Du Yi house is single and its market share is not enough.

All along, the location of South Korea's clothing house is an Internet clothing brand, and has not developed physical stores and other offline sales channels.

However, at present, the new retail is in the ascendant, and the offline channel is a very large traffic entrance.

South Korea's clothes shed did not develop offline channels, and so on to give up the flow under the line.

And the Korean clothing house that gives up the offline traffic is hard to compete with the big clothing brands under the online and offline hands.

First, online traffic dividends have peaked, and the clothing business market has become saturated.

Han Du Yi house has three and six arms, and it is hard to make greater achievements online.

Moreover, the Korean family is not alone, and there are many strong competitors on the platform.

Second, under the new retail trend, traffic has been downgrading.

This is because consumers have higher requirements on styles and quality of clothing after the upgrade of consumption. Therefore, at the same or higher price, consumers are more willing to enter the store to experience, and then buy clothes after comparison.

In the final analysis, online and offline multi format development is in line with the requirements of the market.

Han Du Yi house also needs to develop from the online single business format to become a new retail format combining online and offline.

This means that Han Du Yi house must pform to new retail.

However, the new retail outlet is flourishing, and Han Du has not taken corresponding action.

Under the background of great changes in the environment, it is very dangerous for enterprises to make any adjustments.

There are many examples of garment industry.

Let me give you a negative example.

When the popularity of the Internet is not high, one giant after another pforms from the traditional format to the Internet format.

Metersbonwe, as the clothing giant at that time, caused losses due to lagging in pformation.

Now, Metersbonwe is going to die.

Let me give you a positive example.

Initially, UNIQLO entered China in the form of hypermarket sales.

Later, online traffic dividends increased sharply, and UNIQLO was following the draught, too.

It is understood that in the 2016 fiscal year, UNIQLO's revenue in the Japanese market was 42 billion 100 million yen (about 2 billion 700 million yuan), an increase of 30.1% over the previous year.

However, the relevant data in UNIQLO China are much higher than that in the Japanese market.

Thus, UNIQLO China has seen a sharp rise in revenue after the development of e-commerce.

Today, UNIQLO is also taking advantage of the new retail business. More and more stores are opening up, and more and more attention is paid to consumers' experience in clothing quality and store service.

UNIQLO China has also achieved good results.

Generally speaking, the operation mode of Korea's clothing house is indeed worth praising, but if South Korea has been sticking to the area that has been saturated on the line, it will be hard to make further efforts.

The inspiration of Korean dresses to the clothing business operators: proper operation, proper pformation, and return products

Han Du Yi she is a successful Amoy brand, but if Han Dashe is a big clothing brand, it seems a bit awkward.

In fact, this sentence is applicable to many clothing business operators.

So what's the inspiration from the embarrassment of Han Du's clothes?

First, clothing operators must have the correct operation mode.

Practice has proved that the operation mode of "product group" has been very successful.

The success of Han Du Yi house has indeed benefited from this mode of operation, and all kinds of data statistics methods that have been spawned under this operation mode.

The two make the planning, photography, production, marketing, customer service, logistics and other related businesses cooperate with each other, thus improving the operation efficiency.

The whole data and meticulous operation management has solved the most troublesome inventory problem of garment enterprises.

These conditions enable enterprises to achieve high revenue.

Therefore, the correct mode of operation is very important for clothing business.

Revelation two, assess the situation and speed up the pformation of enterprises according to market trends.

As a retail enterprise, we need to have a keen sense of smell in the market.

Han Du Yi house can not be embarrassed by the big brands of clothing, because the early development of online traffic did not develop the offline channel according to the market trend, and the flow of the line was handed down.

In the end, it did not lead to the development of a clothing brand.

Therefore, according to the actual situation, the pformation of enterprises can not be ignored.

Revelation three, return to the clothing itself, keep up with the trend of consumers.

In fact, no matter what the industry is, if we want to be bigger and stronger, we must return to the product itself.

In this respect, there are many bright spots in Han Du Yi she.

First of all, they always keep jeans, sweaters, T-shirts and other classic clothes.

Secondly, under the premise of classic style, we should constantly follow the trend and design more new styles that conform to popular aesthetics.

For example, the pig piggy T-shirt, Han Du Yi house, which has been popular for some time, has also sold many exploded T-shirts through this hot spot.

Therefore, to keep up with the trend of the times and meet the consumer's demand for clothing is also what clothing providers should explore.

As the four most important needs of clothing, food and housing, clothing always has a market.

The players in the clothing industry also use every means to separate a piece of cake.

People who rely on the development of online clothing businesses need to have long refreshments before they are crushed by the rolling wheels of history.