Han men's AMH revenue will account for 15%

Absrtact: May 13 News, Han's clothing homes under the AMH brand of the two goals this year are to rapidly expand sales and expand new categories. AMH expects sales this year to account for more than 15% per cent of the Korean-clothing group. The overall operation of the 2014 AMH has a relatively large

May 13 News, Han clothing homes under the brand AMH two goals this year are "rapid expansion of sales" and "expansion of the new category." AMH expects sales this year to account for more than 15% per cent of the Korean-clothing group.

The overall operation thought of the 2014 AMH has changed greatly. The relevant person in charge said, the main or follow the day cat, Jingdong, the only goods will be the major platform changes and strategies to adjust.

As for the reasons for the rapid growth of AMH's sales, Chong, founder and CEO of South Korea's clothing house, believes there are four key reasons. Chong first emphasized the importance of the group system, from the beginning of Han Mishe, "product Group system Model" for reference to the rice Inamori "amoeba mode." In the smallest business unit to achieve the "responsibility, rights, benefits" of the relatively unified, cultivate a large number of business thinking of the product development and operation personnel, for the group Multi-Brand strategy to provide the most important talent reserves. Han is to pay for this, not only the cost of capital, more important is the time cost.

Han Clothing House Original "single product whole process operation system" also played an important role, the so-called single product full operation, refers to each product, from the design, production, sales to "product group" as the core, planning, photography, production, marketing and other related business links, the whole process of data, fine operation management System, Maximize the advantages of the Internet to achieve "large-scale C2B customization" at the same time, but also effectively solve the clothing industry's most headache inventory problem, so as to ensure a very high cost-effective to provide customers with more choice of goods.

Moreover, AMH's brand positioning is more accurate: "Han Feng fast fashion menswear", pricing strategy is also in line with the 18-28-year-old mainstream internet consumer population.

In addition, the AMH brand was founded in 2012, after the Korean clothing house after more than 4 years of high-speed development, women have been in the days of Cats, Beijing-East, the only product will be the main platform for the industry's first position, in the supply chain, IT systems, warehousing, customer service and other basic resources have a perfect system, The AMH brand team can focus on product and brand marketing efforts.

AMH brand positioning is Han Feng fast fashion menswear, users for the 18-28-year-old fashion youth group. Its operations team rose to more than 200 people in 2014 from the 17 people originally created in 2012. The team consists of three departments: the product department, the marketing department and the brand department. The official said that this year will expand the size of men's sales at the same time, the development of men's shoes, men's bags, accessories and other new categories.

It is reported that AMH's product department, the adoption of the "product group model", the product department consists of four large groups, each large group under the 20 groups, each group of about 3 people, respectively responsible for product design, page production, inventory management, for the operation of the product. At the same time, in order to avoid the duplication of style and competition, different product groups for the classification of the focus is not the same.

The marketing department consists of three groups of Planning Group, Promotion Group and Visual group. The planning group mainly aims at the sales activities of each platform on line to plan and arrange, is the core of the whole market operation; the promotion group is divided into Amoy promotion and Amoy promotion, mainly for drainage from various channels; The visual group is responsible for the graphic design of the online shop and the overall visual control.

The number of brands is small, but the professional requirements are relatively high, responsible for the main work is to maintain Baidu encyclopedia, stick, official micro-blog, micro-letter public number, as well as customer interaction, product development and other work.

"Internet brand, competition is not only the product design, visual communication, more importantly, supply chain capacity, commodity quality and production response capacity." "Amh in charge of Li Tan Introduction, Han Clothing house has a product planning department, will be the brand of goods management guidance, analysis of their inventory turnover, reminding the brand in time to adjust the operation." "In the case of AMH, the sold out rate remains over 95%." ”