Korean Clothing House 2014 trading 1.57 billion

Abstract: According to reports, sales 1 minutes broke 10 million yuan (RMB, same below), 6 minutes break 20 million, 10 minutes break 30 million, 50 minutes broken billion, 2014 double 11, Shandong Han Mishe (referred to as Han Du) founder and CEO Chong on Weibo on a live order

According to reports, sales of 1 minutes broke 10 million yuan (RMB, below), 6 minutes break 20 million, 10 minutes break 30 million, 50 minutes broken billion, 2014 "Double 11", Shandong Han Mishe ("Han du") founder and CEO Chong on the Micro-blog live on a number of exciting data, The end of the day to 198 million yuan sales to win the day Cat Mall Women's category Championship, more than the runner-up Uniqlo nearly one times.

The next "double 12", once again won the cat women's trading turnover champion. In just the end of 2014, continued to be the first day of the cat women's turnover.

A year to win the day Cat Mall "three crown king" of the Han, has become the internet in the depths of a whale. "People with internet genes are like whales in the deep sea," Chong said. "And with the internet gene of Korea, set up only six years time, then hit the industry record, by IDG, STARVC and other VC funds sought after, and selected Tsinghua University MBA teaching Case Library."

Do not rule out listing in Hong Kong

But the lofty Chong not for the current achievements and intoxicated, in the Internet of the deep sea, he has a strong sense of crisis. "The next day will be able to see the peer data, ranking, which is the greatest pressure on the electricity business." "He used" terrible "to describe the competition between the electric dealers.

He wants to cultivate the Korean all this whale, not a simple positioning for a clothing enterprise brand, but to make "the world's most influential fashion brand incubator platform" to form a multi-brand group of Internet brand groups.

By 2020, he hopes to hatch at least 50 fashion brands on the "Han Duyun fashion Platform" and achieve more than 10 billion of the turnover. In the past 2014, the two figures were 20 and 1.57 billion respectively. At the same time, the company will not rule out the future listing listed in Hong Kong.

Han all tightly grasped the demand of users in the Internet era, mastered the law of the development of the electric business. Bai, director of the Internet Economics Research Center at Taishan School of Management, said that the Korean group system model is a fine management model in the large data era, in many enterprises are still groping to explore, the Korean model has emerged.

Specializing in cotton and hemp kind of grain Wisp brand founder Liu Ting to this deep feeling, "I think Korea has built this platform is very good, just make up for the designer's weaknesses short board." "As a fashion designer, she is not good at operations management, a few years down physically and mentally exhausted." Just joined the Korean capital, but also worried about "group system as the core of the single product whole operation system (IOSSP)" is suitable for the original designer brand.

New mode of internet operation

But her fears were soon dispelled. The core of the group system is to maximize the initiative and promote the realization of the value of service users, so that the grain wisp has achieved benign development. Sales from the 3 million yuan before the rose to 2014 of more than billion, only last year, "Double 11" the same day more than 10 million. Even Alibaba founder Ma Yun also chooses in the grain wisp custom clothing. "If you insist on doing it yourself, the grain wisp may have been small and may have died," he said. Liu Ting says now she has more time to work on product design.

Bai said South Korea has created a new model of fine operation in the internet age, that is, each product from the design, production, sales to "product group" as the core, planning, photography, production, marketing, customer service, logistics and other related business links, the whole process of data, fine operation management System, "a variety of small, production , the biggest advantage is to solve the clothing industry's most headache inventory problem.

"Group system to integrate product research and development personnel and sales personnel, its products more grounded gas, according to user needs to make a faster, more accurate, more extreme." Chong introduced, at present, Korea has 267 pixel wisp such product group. 2-3 people for a group, each group is responsible for product selection, order management, page production, discount promotions, such as the whole operation, the basic ownership of 90% of the operational decision. But each group's profits are pegged to sales and inventory rates, and the "responsibility" is highly unified on the smallest business unit.

"The group system represents the management direction of the internet age, the organization flattening is the general trend!" Bai said that the group system to achieve the South Korean internet thinking of the landing, point to point, fast, extreme, no one I have.

Zhiquan, founder of the Park, praised: "The Han Group team leader into the boss, which solves the problem of employee promotion, employees no longer need to improve their income and think about promotion, only need to focus on the product." ”

Build a global fashion brand incubator platform

In the last one months, Chong has also talked about 4 Amoy brands, and seven or eight are talking. 2015 is Han Du's "Year of resource Integration", plus the 20 brands that have been identified for operation, Chong hopes to develop to 30 brands this year, and to reproduce the original operating mode of Korea to each child brand. In the depths of the internet, he says, there is little pressure to achieve these goals.

"The internet is inherently suitable for niche brands, but it must be developed as a model of brand clustering." "He believes that the subdivision of the brand and the traditional supply chain does not match, Korea has built a service platform can help it and supply chain dialogue, and the more brands on the platform on the supply chain, the more bargaining power."

2013 8 Brands, 2014 20 brands, 2015 30 brands, 2020 50 brands ... Han Du's brand expansion is a bit "crazy". Chong laughs, this kind of madness is a bit like 2011, he funds the million dollar of investment fund IDG to expand the product group wildly, never to 400 people to more than 1100 people. However, the move to the Korean annual sales from 80 million yuan washed up 300 million yuan, and laid the market position in the industry.

Chong is willing to "gamble" one, its crazy expansion of the brand in the future for the Korean all the rapid development of the layout. After all, in the depths of the Internet, competition white-hot, smoke 瀰 diffuse in the moment are facing life and death.

He said he had recently been reading "The big defeat" and recalled his peers who had fallen down the way to avoid repeating the mistakes of others.