Han Du Yi House And His Founder Zhao Yingguang Are Legendary In The Amoy Brand.

In 2014, Han Du Yi officially announced its commitment to the Internet fashion brand incubation platform.

This is both a trend and a strategy that is summed up afterwards.

Of the 16 brands that have been launched, 2 are external, others are internal incubators, including the designer brand lines purchased in 2011, and the two brands from ancient times and fruit buds came into being. The styles are consistent with those of plain ones, but only to men's wear and children's clothing.

Zhao Yingguang said that the important strategic adjustment made by Han Du Yi house in the second half of 2014 was from "grasping the big and letting small" to "grasping small enlargement". Because of the 1 billion of the company's revenue, women's clothing HSTYLE and men's clothing AMH accounted for about 1200000000, and other brands were still relatively small.

"In 2015, the focus of several partners was to focus on small scale enlargement, and more efforts were put on cultivating and incubating new brands.

Because they need more attention, just like a child is much smaller than a mother. If the child is big, you will be left alone, but the little one has to take good care of him. "

In February 14, 2015, Han Du Yi house held the "adult ceremony" for AMH at the annual meeting.

The allegory is very direct. Just like 18 years old represents adults, when the brand reaches its annual business target for the first time, the company holds a ceremony for it.

Correspondingly, the salary of the team was mainly related to the basic wage and royalty, and the percentage of the Commission was related to the gross profit. However, after the adult, the income of the team would be increased by third income, that is, net profit and income should be linked to strengthen the independent accounting.

Zhao Yingguang believes that the company should make progress. First, let small and explicit external teams come in. Two, if the inside is mature, it will let it go out.

Symbolically, after that, AMH moved to another office. In Zhao Yingguang's words, "far away from the matrix".

But according to our understanding, after adult, the relationship between the sub brand and the Korean clothing house is more like the "incomplete business department", because the public resources of the headquarters, such as customer service, logistics, IT, supply chain, and so on, are also charged. The charge of each sub brand will receive the financial statements and charges details every month, if there is doubt, it can be reconfirmed.

That is to say, there is some kind of "internal company system" between the group and the sub brands, but the net profit is responsible after independence.

This embodies the organizational advantages of the group system, and can combine the large commonalities with the small personality: all the non standardized links need to reflect the creative links, such as product selection, page production and discount promotion, all of which are done by the group; therefore, standardized links can get economies of scale, such as customer service, marketing, logistics, photography, etc., collectively referred to as the public sector, by the company to do it; plus human capital, finance, administrative departments, etc., to complete the three level management of the organizational structure of South Korea's clothes house.

In short, all non standardization is done by teams; all standardization is done by enterprises.

It is a natural extension of this logic to let mature brands own their own doors and give more authority.

It explains, "because we want to achieve sales of 10 billion yuan in 2020 and 10 thousand employees, we need to think about how many brands we need to support 10 billion.

Generally speaking, there are two ways to make a brand on the Internet. The first is that although sparrows are small and dirty, each brand is independent, and the correlation between them is very low. But if you want to do 30 or 50 brands, this way is very difficult, so the second way of thinking we adopt is the public sector at the bottom. Each brand is limited and independent.

In the final analysis, it is still a question of starting point, that is, how many brands should be built on line 10 billion, and some say that 5 or 6 are enough. Some say no, 50, and two different judgments lead to two different business models.

As for adult propriety, the strategy of "grasping small enlargement" is the importance of Han Du Yi she's "door to door conference".

At the end of 2014, the Han people's clothing house set up a "general meeting" with a small brand responsible person. The mature brand only participated as an observer. The General Assembly held at least once a month to pay attention to the help needed for the growth of small brands, and the head office could also make various appeals at the meeting.

Li Tao, director of the brand of di kuina, talked about this. "All the sub brand leaders will form a team to brainstorm. Since everyone is experiencing similar problems on a physical volume, the solution discussed is very landing and can help you, this change is very big."

In addition, the weekly manager of Han Du Yi house will give priority to small brands to speak first, and restrict the time of speaking of big brands.

It is worth noting that in the 2015 annual conference, apart from the brand adult ceremony,

Emphasizing the core role of brand founders, we have created separate posters for each founder.

In Zhao Yingguang's view, the core of the Korean clothing house is the operator, not the business. If you want to make 50 brands, it is to achieve 50 brand operation teams.

Choosing a brand is choosing a soul person. As long as the person who can represent the soul of this brand exists, the brand can be built.

Every brand has its location. In fact, positioning means that a brand can only serve a group of people and serve people like this. In fact, the soul refers to his ability to turn this kind of people into fans. The offline brands do not emphasize this point, but we call it "Personalization Marketing". The trend of online brand development is more and more emphasis on brand personalization, and fans are customers.

Then the future competition is, who has the ability to cultivate more helmsman of the personified brand that can gather fans on their own system, then the competitiveness of the enterprise is much stronger than that of its peers, Zhao Yingguang said.

In this interview, we saw Liu Ting, the founder of the prime brand. She is one of Zhao Yingguang's soul figures.

When Liu Ting came in wearing a long gown and had a beautiful face and gentle language, we soon caught her the best spokesperson for her Oriental retro style women's dress, and her temperament and product were highly unified.

For me, all the beautiful things are interlinked.

Fashion can not be separated from literature, art, music, and life. Otherwise, the beautiful clothes are only a body.

Heaven and earth are beautiful, but no words, day after day, infiltration and nourishment will give them real life, fresh appearance and clear awareness.

Sing with the breeze, and grow with the sun and moon.

But always,

Should be "slow", this "God" should be gathered together.

But if the team is not mature enough, it will hurt her inadvertently.

Sometimes she will be in turmoil, and "God" is also scattered. You may think that how the prime cord is becoming more and more not what you like, and you will doubt whether the prime thread still remember your heart.

But, dear girls, can you forgive and tolerate? Please give us time. We need to rely on teamwork instead of personal strength for growth, and team growth takes time.

(excerpt from Liu Ting's "past life and present life")

When we asked Liu Ting what would be the two men's clothing and children's clothing brand from ancient times and fruit buds, Liu Ting's reason seemed very simple.

"I think people who like to dress in this brand style clothes generally have similar styles, such as shoes that they usually like, bags they take, or cups that they use, tea stamps, etc.

So in fact, in the case of energy can be achieved, we can do more than a few things.

At that time, I would like to start with children's clothing and men's clothing, because they are all clothes, relatively no supply chain problems.

And it has a good advantage, because a family can buy her husband, buy it for her children, and do it. "

But the strategic idea that Han dresses house is really imaginative is Zhao Yingguang's "cloud fashion platform" plan: building a low-cost business platform for all people to design and make clothes, not just designers.

In Zhao Yingguang's design, the platform can provide services such as typing, production, photography, marketing, customer service and other links. People who use the platform only need to design, and the rest can be paid for.

Compared with Taobao and Tmall's "big platform", what Han's clothing house is trying to build is a "middle platform".

Zhao Yingguang said, "whether it is hatched by oneself or imported from outside, the efficiency is still relatively low, but by opening this platform to let everyone play, you can find a good increment through data.

Taobao and Tmall can't vote in this matter. They can't be both referees and athletes, but we can.

Because we are athletes, we are coaches, coaches can throw athletes, train good athletes to participate in the competition, but the referee can only do the referee. "

This is important and not urgent, but it is now on the agenda. The IT department and supply chain department of Korea's clothing house are already preparing for this. Zhao Yingguang hopes that the system will be able to go online in about 2017.