Zhao Yingguang Talks About The Way Of Survival On The Battlefield Of Dropping Blood

From the birth of 2006 to the transformation of its own brand in 2008, Han Du Yi house took the lead in the Internet in only 5 years. In 2010, it was selected as the "Amoy brand". It won the honor of "ten best net goods brand" and "the best global practice network business". In 2011, it entered the Jingdong, VCP, Dangdang, Mcglaughlin and other major e-commerce platforms, and established the industry status of the first brand of "Internet Korea wind fast fashion", and won the investment of internationally renowned venture capital IDG and South Korea KIP. In 2012, Han dresses in the Taobao (Tmall) platform and Jingdong mall were ranked first in the category of women's clothing.

Zhao Yingguang, CEO of Agel Ecommerce Ltd in Shandong, Korea, does not take credit for this. He claims to be "a group of people who do not know clothes, and a fashion brand in a city that is not fashionable". He always shares his experience in online sales on various occasions and on micro-blog. As an Internet user, he believes that in the spirit of Internet openness, only sharing can help improve business models.

　 Engine: buyer group system

The most respected company in Korea is its original buyer group system, which integrates products, supply chains and markets, divides power and governs, and manages group. This is also considered as the core competitiveness of Korea's clothes house.

Zhao Yingguang mentioned in a long micro-blog that he had been busy with one thing during the 4 years from 2008 to 2011, and set up the operation system centered on "buyer group system".

"Why group work can be explained in the most popular game now?" In the WeChat friends, Zhao Yingguang ranked the top in the more than 400000000 points of "flying the airplane", and threw the second ones behind. "Flying a plane" is actually a very simple game. It is not technically difficult, but you will see the ranking in the instant, which is why you are stimulated to play this game.

He said that the key to the implementation of the panel system lies in these Internet data. Most of the traditional brands are mainly distributed, and direct sales are secondary. Such statistics and ranking are almost impossible online. The Internet brand is different from the traditional brand. It has the natural brand direct selling gene, which makes the relevant data statistics easier. "Now do electric business, get up every morning will first check the data cube (Taobao for the seller to launch a data product), to see their peers in the rankings, and this ranking is to stimulate your motivation to work, so that the seemingly boring product development has become interesting."

Under the unique business model of "single product whole process system based on product group system", competition among different groups is a competition. And the so-called single product whole operation means that from the design, production, sale, inventory digestion, some people are staring at the whole data and realizing the refinement. The biggest advantage is that it can solve the most heady inventory problem in the clothing industry. "Traditional clothes are discounted in bulk, usually starting in July and August. The advantage of single product operation is that once a product is sold badly, it can be discounted immediately. "

In 2010, Han Du Yi she A perfect buyer group performance appraisal system has been set up, including the initial operation funds provided by the company, and the amount of funds used by each group is 70% of last month's sales. To this end, the company also developed a set of advertising bidding system, the home page operation rule is: the establishment of more than 6 months of the group, need to pay for auction; less than 6 months of the group, the company allows them to shoot at a fixed time every week, who is who is fast.

At the beginning of 2011, the number of employees in Korea's clothing shed surged from more than 300 to 1100 at the end of the year. In the year of next year, the annual turnover of Han dresses was 600 million yuan, and the customer repeat purchase rate was 38%, becoming the first brand of Taobao women's clothing. Zhao Yingguang believed that a large number of personnel reserves laid the foundation for it. At present, there are more than 130 buyers, and the number of product development teams exceeds 400. At this time, the blueprint of multi brand operation was brewing in his mind for a long time.

　　 Objectives: Multi brand operation

Multi brand operation is one of the important strategic layout of Han Du Yi house in 2013. At present, it has been identified that there are 6 brands to be run: Hanfeng fast fashion ladies wear HSTYLE, Hanfeng OL fashionable women's wear Soneed, Han Feng fast fashion men's wear AMH, Han Feng fast fashion children's wear MiniZaru, European and American style fast fashion women's wear niBBuns, Oriental retro designer brand Souline.

In Zhao Yingguang's view, the buyer group system is the most important reserve work for multi brand operations, though the cost is very high, not only for the cost of capital, but also for the time cost, but these are all essential assets, and what he really wants is a multi brand operation. "Why do we emphasize that multiple brands can be achieved on the Internet? The original traditional brands pay attention to the range of radiation, and do not pay much attention to subdivision positioning. But this can be done on the Internet. The Internet emphasizes individuality, that is, the so-called small and beautiful. In this direction, I think it is a way out.

His goal is to make a fast fashion brand that covers ZARA and H&M, including women's wear, men's wear, children's wear, shoes, bags, accessories, etc.

In April 2012, Han Du she set up a team of men's clothing. In August, she set up a shoe bag accessories team, all of which are still running under the big brand of Korea's clothing house. However, under the category of "women's clothing", there are limited space for survival and development of other categories, and his development ideas soon encounter some obstacles, which are mainly manifested in the distribution of shop flows. As the main categories of Korean products are women's clothing, the growth rate of other categories is far from expected under the current fierce competition of various traffic entries. In addition, when docking with Taobao, Jingdong and other platforms, there are some obstacles to the division of responsibilities, rights and interests of various operation teams.

But last year after the men's team set up and used the new brand AMH to operate independently and independently, the new brand achieved some success, which firmly convinced Zhao Yingguang's determination to make more brands. So this year, he plans to run children's clothing, women's shoes, OL fashion and cowboys with independent shops and independent brands, and the soul of these brands is still "buyer group system".

Although the road of multi brand operation seems to be not easy, but in Zhao Yingguang's view, the offline sales under the channel construction and talent restriction obviously do not have the advantage of multi brand operation, and the Internet gene provides a huge opportunity for the original brand of the electricity supplier. "In the future, if the Internet is about to produce a 10 billion yuan sales brand, it must be a brand cluster, consisting of more than 10 or even more than 20 small brands, otherwise it is anti Internet." He said.

　 Thinking: small and beautiful

In fact, Buyer group The small quantity and multi batch order mode is very demanding for the supply chain. After several years of accumulation, Han Douyi house has already formed a supply relationship with more than 130 factories. This mode is very difficult to start with when there are only two or three buyer groups at the beginning, but once the advantages are bigger, it is also reflected.

The smaller the brand is, the more the supply chain is needed. In the supply chain formed by the market competition among the group systems, each group can flexibly select the most suitable factory for production, and also guarantee the quality of the products to a certain extent. And the idea of "small and beautiful" he insists on is to let people in the group system focus more on brand development itself.

Why is the traditional clothing industry difficult to transform? Zhao Yingguang said that in South Korea's internal hierarchy, the first level is product development, visual communication and marketing; the second level is factories, supply chains, customer service, logistics, and the third level is human resources, administration and finance. Traditional enterprises may be able to do well in the two level sector, but it is difficult for them to understand the first level without the Internet gene.

　　 Zhao Ying Guang We do not like to build our own warehouses and factories like the fans. "These are small and beautiful, but have little to do with brands." He believes that the bigger the brand is, the more conservative it is. The huge professional operation system under the Internet is not allowed to take such a big risk. On the Internet, it is still impossible to operate with traditional thinking. Therefore, in his view, the two brands in the future are most likely to succeed in the Internet field. One is the original brand of the Internet, the other is the small brand under the current online. "It may have been online for 10 years, the supply chain is not bad, the industry experience is enough, but the scale of online shopping is not large, and the cost of switching online is not large. These brands have bigger opportunities than those big brands and can grow more wholeheartedly.

After 5 years of exploration, Zhao Yingguang claims to be familiar with the law of the electricity supplier, has accumulated some primitive capital, and is also enough to judge whether the next opportunity is worth fighting for. Last year, he tried to run a physical store online, and opened another one this year. But according to his judgment, when the group of natural netizens grew up after 90, or even 95, the future consumption trend will gradually go online. It is very difficult to set up offline stores solely for the purpose of profit. Therefore, the location of the store is temporarily dominated by goods.

In his micro-blog, there is such a sentence: business itself is a large-scale long time game, follow the rules and regulations, do not conform to the spirit of the game, continuous exploration, adventure, subversion, is the spirit of the participants. Exploration, adventure and subversion may be the necessary genes for the rapid growth of Internet brands.