Han Chong: To become the world's most influential fashion brand incubator platform

Korea All clothing House Group chairman and CEO Chong September 20, 2014, the Han clothing House Group chairman and CEO Chong in the Han are the second Webmaster General Assembly announced the Han all clothing House group's vision, mission and the immediate goal. Han Du's vision is to become "the world's most influential fashion brand incubator platform." Multi-brand operation, is the South Korea is the agreed strategy of clothing house in 2014, the company redefined the vision of the enterprise "become the world's most influential fashion brand incubator platform", the mission "achievements have a dream team", so that more and more private brands in the "Han Duyun fashion platform" on the birth. Chong said, "In the future, Han will be a middle-tier platform, is a cat, Jing-dong, only products will be such as electric platform depth embedded in the cooperation of the Internet company." Chong revealed that as of this September, the Korean clothing house has 17 owned brands. The recent goal of the Korean clothing house is to incubate itself, joint ventures and fashion cloud platform to build a variety of ways, strategic layout of each subdivision positioning of the fashion brand, its polished "product group as the core of the whole operation system" copy to each brand, and in the supply chain system, IT systems, warehousing systems, Customer service System four major aspects to provide support, the formation of a Korean wind system brand group, the European and American brand Group, the Oriental brand group of the Internet fashion brand cluster, by 2020, at least 50 fashion brands Hatch, to achieve more than 10 billion of the turnover. From the bud to the large-scale brand incubation of Korea's clothing incubator platform strategy is a step-by-step process of exploration. Chong said that "Han has probably gone through four stages, from the beginning of the purchase, to the later own brand, and developed into a multi-brand operation, and then developed to support multi-brand operation of the open platform, so step by step." "From 2008 to 2012, the Korean clothing house in four years of time only made a brand hstyle." In terms of turnover, 2008 is 3 million, 2009 is 12 million, 2010 is 87 million, 2011 280 million. Through more than four years of continuous exploration, Korean clothing homes to create a set of basic and perfect operating system-"product group as the core of the whole operating system of single products." 2012 Korean clothing Homes began a number of brand operation attempts, launched a Han Feng fast fashion men's brand "AMH" and Oriental Retro designer brand "grain Wisp", 2014 "AMH" and "grain wisp" sales are expected to reach 230 million yuan and 130 million yuan, especially "AMH", It is expected to become the first name of the year Amoy brand men. The success of this attempt, so that the Korean clothing house multi-brand operation into a large-scale replication stage, as of this September, the Korean clothing homes under the brand has reached 17, is expected this year will reach 20 different niche positioning of their own brands. What is the key idea of the multi-brand development of Han's clothing homes? In fashion apparel industry, "multi-brand" is not a new thing, many successful enterprises are in the operation of Multi-Brand, but as the Internet brand, currently said that the success of a handful, "Korean Clothing Homes "multi-brand operation, and other companies of the multi-brand operations, what is the difference?" Chong that the Korean clothing house through the "product group for the core of the whole process of single product operation system", to create a healthy system for multi-brand construction: bottom-up strong desire and ability, and top-down guidance and support of the system, this system is very suitable for the internet era, to do subdivision of the small and beautiful fashion brand. The strong desire and ability of the so-called bottom-up, mainly through the manufacture of "excessive competition" to achieve, such as a brand, may be the market capacity of only 30 groups, but will be developed to at least 50 groups, so there will be excessive competition, so that some have the ability to operate independently of the group, Under the intense competition pressure, will have the strong desire to go out to make a new subdivision brand. The so-called "Top-down guidance and support" for employees who want to create new brands or small teams, mainly through the following policies to achieve (1) to ensure that these employees are not because of the new brand to decline, at least to maintain the previous level. (2) The identity of the founder of these group members, as well as the opportunity to obtain a certain percentage of the brand's rights to dividends. (3) For KPI evaluation indicators, according to the specific situation to reduce standards, the new team is more likely to exceed the completion of goals, get rewards. These group-level support policies, for the idea of the group to create a more segmented positioning of the brand to solve the worries. Han will focus on the next step, to create "Korean fashion cloud", Chong proposed a concept "Handu inside", is the hope that through the independent operation of dozens of private brands and integrated supply chain system, IT systems, warehousing systems, Customer service system to aspiring to do the Internet fashion brand designers or designers team open, so that they can be based on the industry on the basis of the platform, concentrate on doing product design and brand marketing, to grow into a distinctive feature of the niche positioning of the fashion brand. In Chong's view, this helps a lot of "brand tone small and beautiful", but the product quality and service quality "small not beautiful" internet brand growth as "unfading small and beautiful", with integrated electric platform depth embedded cooperation, to provide consumers with more quality products model, is in compliance with the development trend of E-commerce, There will be a bright future.