Han Du Yi She: The Change Of "Big" And "Small"

In recent years, the Korean home business group has "enterprise" "small" as the "group system", and has rapidly grown into a well-known Chinese Internet apparel business. For the 6 consecutive year, "double 11" ranked first in the Internet clothing brand sales.

From the beginning of the purchase of Korean clothing, Han Du she found a problem: the employees and the company's interests were not consistent, for example, the selection division did not care about the sales volume; the selection division took account of the sales and did not take stock into account.

To this end, Han Du Yi began to explore the implementation of the "product group system" - based on the smallest business unit to form a product group to make big enterprises "small". The product group is generally composed of 3 designers, page producers and inventory managers. It has the important decision-making power of style design, publicity and display page production, pricing, inventory and so on. Team performance is determined by its product sales, cost, gross profit margin, inventory turnover rate and other indicators.

Zhao Yingguang, the founder of Han Du Yi house, said that giving full power to the group is like giving people the right to make decisions on the battlefield.

Tang Weijie, group leader of the "female tiger" product group, said that the group system made employees "bosses" with high enthusiasm.

In order to become smaller and larger, we should grow larger. The product group is like a car with its own power to drive the EMU forward. In 2008, the sales volume of the company was only 1 million 300 thousand yuan. In 2019, the sales volume of "double 11" reached 470 million yuan.

Han Du she's exploration of "big and small" is more than that. In order to solve the "small dispersion" problem of the "group system" and effectively enhance the team's "fighting power", Han Du Yi house explores the formation of the "big platform + small front end" empowerment system, and provides the platform for the group with nine systems, including Korean intelligence, Korean capital storage and transportation, and Korean customer service.

For example, in the aspect of intelligent support, according to Hu Jindong, deputy general manager of the electric group of Han Du Yi she, through collecting and analyzing big data such as clicks and collections of consumers, the new products are divided into 15 categories: explosive, prosperous, flat and stagnant after being put on shelves for four days. The company sold out more than 90% in the quarter.

The model of Han Du Yi house is still evolving. It has exported more services to the more cooperative enterprises, such as supply chain, information system, and so on, and has created a "two level ecosystem" system that helps more enterprises to connect Taobao and other electricity providers to "one level of ecology". At present, there are nearly 100 brands of incubators, including many brands such as Japan and Italy.

At present, Han Du Yi house has been selected as a teaching case base in Harvard universities and Tsinghua University.