Founded 6 years, Han's clothing house How to grow into Amoy brand "first"?

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Entrepreneurial State note: This car, Korean clothing house CEO Chong to the media confirmed that the acquisition of middle-aged and old women Amoy brand Ai mo, where the van, where the goods for the seventh time, by the Angel Lei. Don't discuss every guest's "millet story" will be how to speak, as a first look at the Han are the birth of Taobao, the Internet clothing brand is how to do Amoy brand "first place." This article from the "flirt with the electrical business" micro-letter public account, starting on November 14, 2013.

Article | Feng Huaqui, "Sales and Marketing" channel version of the Electronic Commerce column editor

Chong's "flying" thinking

During the interview with Han, their employees showed me the sharing photos of the Chong, more than 400 million points, no suspense in the circle of all the friends are the first, and then Chong his head replaced by the Korean clothing House logo, and let all more than 1500 employees share out.

And Chong 400 million points before, also played 200 million points, he also sent a microblog: the first time over 200 million points. Whether black cat or white cat, catching mice is a good cat. The same score, some people see is despair, some people see is the goal of struggle. That's the way it is, small.

There are many ways to take a plane: the first is to play the list;

Zhao is a special attention to play the list of people, like the aircraft, he also want to make their own brand in the top of Taobao, at the same time, within the company, the implementation of the group system, so that each group competition rankings.

This is similar to Korean artists, such as Korea SM These brokerage companies trained stars, launched an album, to carry out the three-month play with artists, participate in various variety shows, on television, on the radio, network promotion, concerts, fans meet, and so on, if three months can impact to the top, even if successful.

Han are also the same, it is reported that the South Korean women on Taobao size category, all into the top 10, Wei clothing, skirts, suits, woollen and so on, this list to the Korean clothing homes brought a large scale of free resources, whether it is Taobao, or to the only products, Beijing-east, such as distribution, platform resources are inclined to Korea, are learned, Korea is a year in the only goods will be sold as much as a billion (do not deduct returns and debit, only the water can reach 200 million, but only five or six people in the operation, almost the equivalent of white pick, in all other platforms, are less than 10 people's team. This is the benefit of being first.

Chong Weibo:

Taobao index, the popular category of popular brands in the list, Han is the only one of the top 10 brands. Of course, we have some key categories, or not strong enough, ranking relatively backward, need to further adjust the monitoring planning details.

Chong is familiar with the value of playing list, so, do not hesitate to open "plug" also get the first, the aircraft so, business is also so.

However, the open plug-in here is not the meaning of cheating, but refers to the Han Du of money. No copy, there will be no group system, there will be no Korea in the network brand status.

The group system is made by copying money

Why is only the ability to make a group?

Han all now has more than 200 groups, of which hstyle about 140 groups, they visit every day in Korea's major electric website, choose their favorite style, the groups in order to improve the efficiency of communication, will put their own fancy paragraph first sent to the group, to determine no conflict, their own report. It is reported that they have borrowed more than half of Korea's more than 2000 brands.

This looks very simple mode of operation, in fact, to avoid the clothing industry's core selection problem.

We have interviewed Shang, vice president of Ken Cowboy, about the group system, and asked them why it is difficult for them to carry out a large-scale team system, and frankly, this is subject to designer capacity.

For garment enterprises, copy money is very normal things, because all by themselves development, that risk is not general, the domestic clothing brand has wanted to original design a series of Han Feng's jacket, the result of the market is not accepted, the inventory pressure of hundreds of millions of.

Han all this mode of copying, reducing the market risk of their own clothing, only those who have been tested by the market preliminary brand. More importantly, if the designer brand, first, there is no way to have so many styles out, Han are four thousand or five thousand clothes a year, that is to be selected from tens of thousands of or even a hundred thousand of, to raise how large a team of designers can do so many styles?

Therefore, Han almost do not need to have a designer, only to choose to be tested by the market style. and the internal group system and another step to compete for the explosion, each a small amount of a single, sell good again after a single, not good to forget, almost no development losses, if the designer to develop products, sell well, only development losses, is a lot of numbers.

Said here, I really can't help but to turn a corner, mention the recent hot "lei save every Guest" incident.

Every customer due to the blind expansion of last year, capital chain tension, a period of time before the supplier 讨账. Aged and Lei are good friends, two people in two months of time spies for nearly more than 60 hours, summed up the fundamental core of every customer is the lack of quality, the prescribed prescription is to vigorously develop the explosion, like Lei developed a burst of millet, with 1999 of the Millet mobile phone to create a domestic mobile phone market miracle.

On hearing the news, I vomited a mouthful of old blood! Two well-known entrepreneurs have plotted a two-month conspiracy to come up with an anti-internet conclusion. And the two are also known as the Internet big guy!!

Aged said, they want to replicate the original when the customer created, the shirt to build the same, continue to look for the bomb. What's more, aged personally involved in the election, this is terrible, no wonder Chong said that the founder of the designer gene in the initial development of enterprises is difficult not to participate in the selection process, and this will limit the growth of the selection of buying hands.

Chong said that the explosion in essence is actually anti-Internet. Internet consumers like to constantly refresh, and consumers are more easily subdivided, so use more styles to stimulate consumers instead more suitable for the spirit of the Internet.

Therefore, from the essence, every guest is still a traditional enterprise wearing the Internet, whether it is the boss of the idea, or the company's organizational structure, toward the way of the explosion of money, you may face the abyss.

Only goods will be on sale 10 o'clock every day, to 10:30 or so, this half hour sales, can occupy the total sales of 60%, and Han all thousands of, just cater to this daily update, so, Han almost do not have to spend manpower, very easy to do 100 million.

Age is likely not to touch the core spirit of the Internet, also did not touch the real core of the garment industry, whether in the past with the big business model, or now the preparation of the explosion, its essence and traditional enterprises in the CCTV advertising and then channel expansion, these are the big single product era of play.

Big single product is not no future, but the composition of the bet is too big, you lucky, made a burst of money, make a fortune, but if not good? be crushed by stock. Just like Zara, to give up the profits of the explosion, but also to give up the risk of the explosion, using a group of hundreds of people, dozens of a day to test the market.

Why don't other Han brands learn?

Perhaps, your problem comes again, that Taobao to do more than Korean outfit to go, most of them are copied, why do all but Han?

Two reasons: First, Han Du's group system in the upgrade; The second Korea all lasted a year, spent a great deal of flexible supply chain, at least relatively solved.

The first phase of the group system is motivated only by internal competition, the division of the selected group competition; however, with more and more styles, it is necessary to carry out orderly management, so the group classification, the establishment of a product, two departments, such as a total of four, T-shirts and cowboys can match, put in a group, the larger part of the competition; With the fierce competition, the competition for internal resources more and more serious, and the style of the inventory problems, so that Korea has to establish macro-control departments, that is, product planning Center, which is equivalent to the Han Du of the NDRC, the NDRC is also a data center, to set goals for the group planning. At the same time, the establishment of a single product full flow operation system to manage the life cycle of each single product, so as to achieve 95% of the sold out rate. This in the apparel industry is a particularly abnormal data, but, without this data, Korea is a variety of models, will also be the inventory dragged to death.

Chong Weibo:

Planning Department is responsible for the overall operation of the commodity, the product department is responsible for the specific operation of the goods. 15 days after new arrivals, on the entry into the quarter of the commodity "explosion wangping stagnation" rankings, and Wang can return a single, flat and demurrage must be immediately discounted promotions, and at this time is just a sales period, a little discount will be sold, until the quarter, the need for clearance of the vicious inventory is very few. Based on this strategy, Han Du can achieve more than 95% of the season's sold out rate.

In fact, to this point, Korea has been in the 95% sold out rate began to reverse the entire organization process and system, which other enterprises can not do.

Many Korean companies will also try the group system, but small-scale attempts to build a more intelligent Data System, group system and functional organization structure of the swing, hard to exert, and Chong in the test three months after the group system, decisively abolished the function system. Of course, but also because Korea has its own team to make a strong competitive factor, for other Korean brands must be a containment.

Second, to create a flexible supply chain. There is a clothing business owner heard that the Han Du of the next single quantity in six hundred or seven hundred, more than 1000, is very surprised, how can there be such a small amount? This is the traditional clothing is incredible, traditional clothing, at least 2000 pieces.

In fact, Korea are integrated supply chain is a little bit to do, the first is matching the factory, do not big manufacturers, small factory is good, equal, more attention to Han Du orders. Second, try not to bag the factory, occupy half of its production line can be, several other production lines when needed, can be expanded. Also, the production department of the next single person can see the Fabric factory database, fabric can do this product, can produce how much, soon know.

Therefore, flexible supply chain on the soft here, can be stretched, and knew. These small-volume orders may be more expensive than mass production, but they do not constitute pressure, because Korea has no channel costs.

As for those traditional enterprises to do electricity, not to mention the group system, traditional enterprises are functional departments, it is impossible to easily change the flexible group system.