He Started Buying From 600 Thousand To 2 Billion And Sold A Woman's Clothing To The First Place In The Whole Network.

Shandong guy ROK for ten years, Chuai 600 thousand yuan business, now earn 2 billion!

He is the founder of Han Du Yi house, Zhao Yingguang.

One

Working in Korea for 10 years, suddenly whimsy did "buy on behalf".

In 1995, Zhao Yingguang graduated from Korean Department of Shandong University. He worked in a foreign trade company and was transferred to South Korea as a representative of the Korean branch office because of his excellent performance.

After 10 years in a foreign country, it happened to be the rapid development of e-commerce in Korea. Many people around the shop are online, and Zhao Yingguang is unwilling to lag behind.

He also sells cosmetics, mother and baby products, automotive supplies, etc. on eBay and Taobao, but they are not clear enough because of their unclear direction.

At this time, Zhao Yingguang was lost to the extreme. Until his friend invited him to visit a Korean clothing business operator named YSP, the boss's words revealed a great deal to him: now the women's clothing industry is very popular with consumers, and it needs many styles and fast updates, so long as you have your own brand, you will succeed.

Listening to the words of the king wins ten years.

Inspired by Zhao Yingguang, he decided to "switch to" the clothing industry. In 2008, he resigned and returned home. He invested heavily in 600 thousand yuan to start the "Han dresses house".

But there was a Korean Trend in China, and her company didn't have the design ability, so Zhao Yingguang began to start from Korea.

Two

No longer just buying, but designing clothes.

After doing the Korean shopping for a long time, Zhao Yingguang found that there are several big injuries in this business, that is, the waiting time is too long, and it is often easy to go out of stock.

After a long period of thinking, Zhao Yingguang decided to change his way of thinking.

In 2009, Zhao Yingguang felt that he could not simply buy goods, but should draw on Korean clothing taste.

So he introduced the latest Korean style, and made two designs according to the aesthetic habits of Chinese customers, and then got the factory production.

What is more exaggerated is that Zhao Yingguang also began to train his own designers to design clothing styles independently and cooperate with the factories.

In 2010, the Korean clothing house jumped to the top of the Taobao clothing category, ranking the top 2 million, the largest seller of Taobao in the north of Yangtze River and the leader of e-commerce in Shandong.

Three

Every year, we design 30000 new models, directly to Zara and other fast fashion giants.

Independent design clothing requires a lot of designers in this field. So where can we find so many talents gaps?

Zhao Yingguang said that fortunately he had chosen to develop his career in Ji'nan, while Ji'nan is the political and cultural center of Shandong, which can provide sufficient supply for IT talents and Korean talents.

Here, every year graduates of fine fashion design major graduate, and Han Du Yi house is determined to recruit these "doll soldiers".

He believes that as long as enough opportunities are given to them to practice trial and error, they will become excellent "tiger teachers" in time.

These new designers have to do a year's purchase on the job, and after they know the user's preferences, they can start designing clothes.

The most striking point is that Zhao Yingguang selects some outstanding employees and starts building product groups step by step.

There are more than 300 product groups in Han Du Yi house. This group has a maximum of 3 people, a designer, a product page promotion, and a buyer who is responsible for supply chain.

This is the mode of force, which is "de centralization". The 300 groups are the center, and no one is the center. All the public platforms and resources are around the group.

It is worth mentioning that these 300 groups bring 30000 new models to Han Dabie house every year, directly to Zara and other fast fashion giants, and through this energy group management, every team member will not be buried, so that they can be more energetic and full of fighting power.

Four

Seize the net red economy and apply the KOL effect

With the rise of mobile internet marketing, more and more brand owners and advertisers have chosen to increase mobile advertising revenue.

This is because the traditional road show, if there are hundreds of people onlookers have been very good, if the activity to stimulate a little, the 3 thousand will let the branding business happy.

But what? Through the KOL effect, for example, invite a net red to explain the clothes of Han dresses, and 100000 people will watch.

This young, realistic leader with a strong sense of common values has a large base of fans. Every move will trigger fans' imitation and enthusiasm.

Han Du Yi made many attempts, such as:

Cross border B station marketing circle powder, sign Chanel supermodel "soojoopark", South Korean goddess "Gianna Jun", "90" actress "Gu Li Na Zai".

In this way, the clothing brand image of Han dresses has become a fan, and the fan pattern of crazy harvest has been opened.

At present, the official double micro fans of Han Du she shed millions of fans, 16 million 850 thousand of the fans, and every topic can arouse heated debate. The volume of reading is 40 thousand +. The number of fans is the first in the whole network.

Five

Han Du house is an Internet data company.

If the Korean clothing house is only a clothing enterprise, I am afraid it is not enough to form a differentiation, but it is also an excellent Internet data enterprise.

In 2011, Zhao Yingguang formed a IT team to develop his own system. But 2 years later, the system failed, but Zhao Yingguang was very miserable. Did he feel that he needed to take so much risk in technology?

Finally, after internal discussions, he and a few partners thought that Han Du Yi she wanted to have great development and had to go deep into big data and business intelligence.

At this time, Han Du Yi house took out an amazing budget, and excavated talents from IBM to come up with research and development.

At the same time, Zhao Yingguang was not satisfied and continued to research and develop in pursuit of success. After 2 years, most of the business systems of Han Du Yi house were independently developed by enterprises, which greatly improved the efficiency of enterprise operation.

South Korea's clothing house draws on Japan, Europe and the United States fashion women's clothing, as time passes, it has formed its own style and created a brand. And the positioning of fast fashion, the annual explosion, to 2012-2017 consecutive years of Tmall women's total sales volume championship, achievement for all to see!

On the contrary, Fujian Putian shoe processing plant is actually capable of producing excellent quality shoes. The quality of the products can keep pace with the brand and even surpass the brand. Why don't they create their own brand like "Han Du Yi house"?

The picture is from the Internet.