Han Chong: The Internet market, there is no super brand

Absrtact: June 27 News, at 2014 brand Electric Dealer (Haishu) summit, the founder and CEO of the network women's clothing brand Han Chong elaborated the thinking and dream behind the operation of Korean all multi-brand brand, at the same time, the system explains the internal operation mechanism of the group system of Han ' an clothing house and

June 27 News, at the 2014 brand Electric Dealer (Haishu) summit, the network of women's clothing brand South Korea's founder and CEO Chong elaborated on the Korean brand of many brands behind the operation of the thinking and dreams, while the system explains the Han's group system internal operating mechanism and rules.

Chong, founder and CEO of Korean clothing house

Chong said that the number of companies trying to operate multiple brands is actually quite large, but the success is not too much. Han Du's confidence comes from its top-down guidance + bottom-up desire to product groups as the core of the single products operating system.

At the same time, Chong also admits that a major trend of the brand is more and more subdivided, and the brand is more and more subdivided, the more easily the market will form saturation, want to stand out in the market the more difficult, the higher the cost. "In the Internet market, there is no Super brand, which violates the rules of the Internet, the natural characteristics of the Internet is market segmentation." ”

But Chong believes that the internet market's Super brand is recessive, similar to Procter and Gamble, is the Super brand, but many subdivides the brand the aggregation.

It is understood that since March 08, the South Korean clothing has been from 1 brand development to 13 brands, from small to large. And in Korea's development process, the most concerned is that it has been established since 2012, "product group as the core of the whole operating system of single products."

Chong from the group's responsibility, rights, benefits and so on all-round elaborated the Han clothing House group mechanism ecology and the rule. According to his introduction, once the group was established, the group's product style selection, size production, pricing, promotional rhythm and so on are determined by the group, with relatively large autonomy.

The other side of group Freedom is the discipline of the team. Chong revealed that each morning the ROK will release the previous day's sales data, perspective of the full range of product sales, and to guide the group's next decision, and naturally form a set of elimination mechanism.

It is understood that the 2014 brand electric Haishu Summit to "brand Dream" as the theme, to "from the brand to the category" as the main line, respectively, around the five hot category "Clothing Dream Team" "Jewelry Diamond Dream Team" "Cosmetics Dream Team" "Furniture Dream Team" "Home Textile Dream Team" on the industry hot topics and enterprise cases launched in-depth discussion, A total of attracted well-known E-commerce experts at home and abroad, well-known electrical commodity licensing enterprises, excellent traditional brand enterprises, third party services, senior executives, such as more than 1000 people participate.