By the way, the mall thing we just started doing, there are many brands of exploration

Very happy to share with you, incidentally, the mall thing we just started to do, there are many brands of exploration, this thing in many brands, in fact, the Internet Amoy brand a lot of exploration, the previous reason did not share this topic, because if you really did not make what certain, to a certain extent, Sharing may be premature, and then one is in the fourth time to participate in the annual conference, I share a few technical aspects, most of them share with you the level of Tao, how to strategically carry out their own business planning. Now Korea is operating six brands, in fact, just said that the middle-aged and elderly women's brand, has tried operation, the official operation is after the Spring Festival, is now a team has just formed the state, now about many brands this thing will share with you, multi-brand operation is not to say, first of all, as a garment industry, Multi-brand operation I think is not a topic to discuss, said it is not necessary to carry out the operation of Multi-Brand, but to say how to carry out the operation of Multi-Brand, because the truth is very simple, that is, based on the needs of consumers, consumers must be diversified, as each brand-name business, Or to meet the needs of consumers as much as possible. However, the operation of multiple brands is a need for a considerable amount of resources accumulated, so that today's share of the main meaning of the Han-clothing house as a case and we share how we do, today is a result, Let's share the whole process. Our entire structure surface is very strange, we do Korean wind has four brands, at the same time there is a European and American wind, there is an oriental retro wind, it is not a match, and we will share this structure how to constitute.

This is the hope or with everyone special said, except our main brand we have a casual women's main brand, that brand is started after Korea began to do the first brand, the brand has done four years.

The first child brand started to build a team operation in April 12, this special want to say a little, our trademark application, you can check on the trademark online, this is in 2007 of October 22, we registered trademarks, this is in Korea before the establishment, in fact, about Korea are doing multi-brand operation of Things, Is a thing that we have established before we operate in Korea's clothing house, but we were registered in 07 there are about 16 trademarks, then the middle of our operations team is constantly in the discussion, that is, we think Multi-Brand is a direction, is to go, but in what kind of time node, we should run their own new brand , began to start our multi-brand this strategy, so said actually to do four years later, is to start in March 08 Han clothing House This project, 4 years after the beginning of the first multi-brand, of course, since then out of hand and out of hand, we are now such seven brands. What have we prepared before? If you care about my microblog will find a feature that in the past, especially with the circle of friends to share I always say my number, I 08 more than 40 people, 10 more than 400 people, 11 more than 1100, now more than 2,100 people, you always say that your number, you have more than what to be proud of it? You should be ashamed of things, you see people who effect so high, your people are miserable, I did not say anything, lofty ideals ambitious goal this did not say, can only say that we are more people, the future may be how.

But what we thought was quite clear is that if you sign up for a trademark, it's just a trademark. The brand, our view, is the special Internet is to provide a, is the so-called Low-cost rapid expansion of the possibility of multiple brands, because the core is the channel construction cycle and more difficult, so we actually say, then we have to do a brand words, is in the product vision and the market, There must be quite a lot of people, the ability to operate independently, 08 when we started to do Han Du set a goal, every year to make money for the dependents, in fact, this matter, 400 to now 2,100, you said we can not make money Korea? We can make money, every year to do a calculation, this year can earn 5 million, then I said 5 million probably how many people can be raised? Calculate a person's cost, start the dependant, dependents after watching this year can be left 1%, 2% is quite satisfied, because can not lose money, loss is not very good, these people almost all in the product vision and market, are raised in this above, and at least now began to develop, then directly share, we this process. That is, the first category of our trademark is this, basically we are applying for, so far more than 100 trademarks, more than 100 trademarks we apply for the main category, 18, 24 and 35 categories, will generally apply for three or four categories of trademarks, but when the brand once started, will be related to the category of all applications, So generally not easy, our trademarks, domain names, including the name of Weibo, before the operation of the early down, this made a protection. Each brand to do before will spend time to discuss the positioning of our brand, this is very important, so each brand sales to say a more clear positioning, direct menswear For example, we do Han Feng, the current customer is 18-28-year-old young people, and then the whole team number now about 110 people, Then the business unit all the main brand only these four brands, the so-called product Department, marketing department, Distribution department and Visual department, only these four departments, operating results I feel good, in 12 when, in fact, most of the new people. Then did 13 million of the sales, in this year should be to a billion problem is not, the current results look very likely to be completed.

Next year's goal is 250 million, this should still say more reliable, it is possible to do, the speed of growth can be, this is a kind of brand, is the men's clothing is our kind of son brand, because Korea is to do Han Feng, women cut to menswear is also a logical. We look at the operation of Grain WISP, Han have no ability to be a designer brand, we say that the organization can support a designer brand? The founder of Grain Wisp sits down and has the opportunity to share the entire operation of the grain wisp in the afternoon. In fact, we registered trademarks in March in 12, then to start the operation of the time is 12 of August, the entire brand positioning is the oriental style of retro designers, the staff is 150 people, this grain-ray Taobao on the earlier, opened the shop in 07, his founder called Liu Ting, the product is very strong, But management is not his forte, and after doing this, it is slower to manage. By the end of last May, I joined the Korean team then Han DU this structure, with the Korean capital of the entire multi-brand of the underlying architecture, from the August flagship store began operation, that year did 5 million, because he was less than the original seven or eight people, began the rapid expansion of the team, this year is 70 million, Goal will be achieved, next year about 200 million such a sales target, this is grain wisp, he is said that we design a multi-brand architecture, in fact, grafted to the designer brand is also possible. The third brand about children's wear, why do children wear it? This is also registered earlier, 09 registered, in fact, we have a job, has been constantly registering a variety of trademarks, almost every month, the new trademarks will come out. And this is what we said earlier, we are called the growth of this men's brand, this children's clothing is called Seed brand, this is not the focus of our operation this year, is a focus on the operation next year, which is the back of our European and American wind brand, as well as middle-aged and older women is a focus, in fact, we have done Is the rhythm is different only, this year we each son brand first year 10 million or so, the second year hope 50 million, Shining to 150 million, such general in walk. We have the whole idea since the founding of Korea is so positioned, we have to do a multi-brand based on the internet companies, so that in fact, many people to share with the industry, need not a brand? In fact, we can go in many ways, a brand to do deep, and then line online, a lot of concepts can be done, but we choose the path, we resolutely do not do offline, to now still relatively extreme, we will do our best to do a good job in the internet to survive a better brand.

So based on this, based on the internet, including future mobile, a brand should be very difficult, so we have to do a lot of branding, and then one is the whole frequency of planning. I think the brand to say, in fact, or said the product is the most critical, so we call the brand based on clothing supply chain expansion strategy. Is that we focus on the supply chain of clothing, which means we do it in costumes, other supply chain we should not consider, you such as we will not do shoes, will not do bags, not to do across the supply chain brand, the entire brand group, we divided the Korean fashion brand Group, we do men's, women's, children's wear, We also have a designer positioning of the brand group. Grain Wisp is the first, in the future want to have more designers positioning of the brand group, the next year gradually introduced. Therefore, based on the demand of our multi-brand operation, we have actually divided three layers of our entire internal organization structure, that is, the first layer is the brand department, the brand department is including the product, the market, in fact the distribution of the market is said that the Operation department, you can do operations department. Another is the visual department, I think a brand in fact, these three departments do a good job, the brand's tone and style from the consumer perception, 80% to 90% are in the three core, so the son brand basically on these four departments. We think the second tier is called the public sector, like at department, including supply chain and customer service departments and logistics departments, are for multi-brand operation support, the entire incubation rhythm one is we each time in the positioning, I divide the seed brand, growth brand and mature brand, in fact, the seed death rate is very high, died two brands, A positioning is to do the cowboy brand, in addition to our very early time to make a shoe brand, this is the experience, why not willing to cross the supply chain, in the seed period will quickly die. Operating ideas summed up, our company has headquarters, responsible for leisure brands, as well as the Seed brand operation, and then grow the brand as long as it is to a certain scale of separation, independent to grow.

So there are a few points to pay attention to share with you, in the multi-brand operation, hope to go sideways and then vertical, if it is possible based on your consumer groups of different niche needs to carry out the expansion of the brand this is a horizontal walk, relatively similar to the same positioning of the crowd, the same consumption capacity and consumption preferences of the ability, is to go sideways, vertical walk different positioning of the crowd, that vertical walk is more difficult than the first horizontal walk in the vertical, the second brand registration in advance to register, do not happen a lot is to be registered, this discovery later very troublesome. The third quality stability line is the brand lifeline, so why do we have to be based on the same supply chain of multiple brands, if the different supply chain multi-brand expansion, as your size synchronized expansion, this is what you think, the Second product vision and market, operation requires a lot of human support, This one if you want to carry on this kind of expansion of multi-brand, your talent reserve, take stock of oneself first enough, if not enough, you see we hold for four years, 07 start want to do, 12 years only start to do. Then the new sub-brand to subdivide, to independent accounting system, to a certain extent not in the large system, so management will be very confusing. Time is up, then share it, thank you!