Korea's clothing house successfully signed the Korean June as the spokesperson of the brand image

In the first half of this year, Korean clothing house successfully signed South Korea "from the stars of You" in the "national goddess" June for the brand image spokesperson, a temporary in the industry caused "turmoil." Since its inception in 2006, Korea has been successfully clothing homes from the single Korean fashion brand to stand out, become more than 10 brand group of "Internet fast fashion" company.

At the second Webmaster meeting on September 20, the founder of/ceo Chong, a lecturer at revamping Business school, delivered a speech on the "multi-brand strategy for Seoul," revealing that the target was in 2020, with at least 50 brands under the group, at least 10 billion of the turnover. Its vision is to become the world's most influential fashion brand incubator platform.

The strategy of Korea's clothing house is through the two ways of self incubation and joint venture acquisition, strategic layout of each subdivision positioning of the brand, will be polished their own "product group as the core of the whole operating system" copy to each brand, and in the supply chain, IT systems, warehousing, customer service four major areas to provide support.

It is well known that after 2010, there are few excellent Amoy brands. Han are in the fast lane to explore their own brand ideas.

Their idea is not only to do a long brand, but to make products on the Internet a very important idea. Chong said: "In the Korean all multi-brand strategy, the key point analysis, our name?" If an internet company wants to run multiple brands, what system does it need? Need to have a healthy system, called bottom-up strong desire and ability, and top-down guidance of the system, which can be subdivided in the internet era of small and beautiful system construction. ”

Specifically, in Korea's group system, the product is a group of children, in the original system, the head of each department is the product of the nanny, which is the difference between the nanny and the mother. To the brand, Han Du brand, each brand is the child of the founding team. But in many companies, the operation team may be a nanny, nanny and mother, nanny is very professional, but the nanny is not as good as the mother's care. Because the bottom of the architecture, if the group system to describe a sentence, that is, you want to achieve in the smallest business unit responsibility unified.

The following is the Chong Han Du Webmaster Conference Transcript:

Han Du's vision is to become the world's most influential fashion brand incubator platform. When we were talking about the vision, we wanted to add one, and then we took it out. Since it is a vision, you might as well be arrogant. Our mission is to achieve a dream team. Our goal in the near future is to have at least 50 brands under our group in 2020, at least 10 billion of the turnover. The goal is to answer why Han have to do webmaster assembly, we are not just a brand, but with the cat, Beijing-east and other technical platform a deep embedded internet company.

about why to share multi-brand strategy, is like this, some time ago I went to Ali mother to do a strategic research Institute of Communication, which has a magazine editor in a small meeting asked me, Zhao always I ask you a question, you now have how many brands? Can you remember it? Can you count them over? The second question is, how many brands do you think You can die this year? The third question is, how many do you think are left? In private I say this question is more complicated, we will talk about it after the meeting. We understood it after one or two hours of communication.

In fact, not only the editor, I believe that many people basically have the same problem, that is, you have to do so many brands, in the end is not a correct strategy. In fact, many brands in our industry to explore the operation, there have been several before, but so far, the Internet brand can be called the success of multi-brand operation, not many. A Dream Bazaar brand has just been sold.

First of all, Korea is the whole strategy. Our strategy is to use both self incubation and joint venture acquisitions, strategic layout of each subdivision positioning of the brand, we polished the "product group as the core of the whole operation system" copy to each brand, and in the supply chain, IT systems, warehousing, customer service four major areas to provide support. Now there are 14 brands below, now do the preparation of 3 brands, because the trademark network in the upgrade, so far the trademark has not issued, so there is no way in the days of the Cat application flagship store.

Here is a talk about how the previous strategy came out. Korea has been doing since 2008, can go to today, is not our complete realization of the plan down. Han's clothing shed probably experienced four stages, we began to do a period of time to purchase, and began to do their own brand, and then developed into a trial of the long brand, and then developed to support multi-brand operating platform, so step by step.

First, Korean clothing homes since the establishment of 2008, to 2012 we spent four years to do a brand Hstyle. To do the first brand, there are two numbers, the first is our sales, 2008 a year is done 3 million, 2009 is 12 million, 2010 is 87 million, 2011 280 million. Looking at the number of people, at the end of 2008, there were thirty or forty persons, about 200 at the end of 2009, at the end of 2010 it was about 400 people and 2011 was 1100. From 2008 to the end of 2011, we have been doing one thing, is to take all our profits out, plus people. What is the purpose of doing this thing? From the end of 2008-2011, we made this brand, this brand in the era of the year to achieve nearly 300 million of the sales, in a sense, we are profitable, this system can be said to be a more mature system. So when we were in April 2012, we were on our first menswear brand AMH.

This thing I said a little, everyone will go to see, everyone to China's national trademark online to check, this trademark is registered in October 2007, I was the September 2007 decided to do this project, October 2007 I registered trademarks, registered about more than 20 trademarks, not similar eyes, March 2008 Korea all online. In a sense, Han Du's multiple brands have sprouted when we start. If you go to see, I have a lot of trademark registration time is basically in October 2007, December. By April 2012, to do the first men's brand, just our marketing Xu Zhisong, we have to ask the spokesman has been decided this year, October on film, and June have intimate relationship. Menswear in the first year of 2012, may have done 3 million or 4 million, 4 million or 5 million, this year will do 230 million or so. The second brand is called Grain WISP, 2012 when we did a test, we are buying hand-style brand, if its model copied to a designer brand can? So we in June 2012, and the acquisition of a small Taobao store in Jinan, when it was only 8 people, after the merger, but the 8 people have been doing since 2007, to 2012 has been done for five years. August 2012, Grain WISP flagship store officially on the line, starting from scratch, the name is just beginning to register, August 2012 on-line, this product has done a very small amount. To be close to 60 million last year, this year should be able to 130 million. In this case, we did a test in 2012, one is to buy a hand, the other is a designer. Is that our pattern can replicate successfully, and then we do a validation. So in 2013, we made three more brands.

Korea has always been this way, when we made a brand, is that I earned all the money for dependants, I am now we earn all the money used to make new brands. Calculate how much money I can make a year, and I'll put my money into a new brand. So in the past, I was in the industry meeting, I always like to say my number. At that time, many people in the line said, "What do you have to say?" You see, 100 of us can do 10 billion or tens of millions of of the sales, and we have several times the number of them. In fact, I can not explain this thing to them, I am going to do a lot of brand for my future staff reserve. It's that I never value people, but not yet. Including now Han are 2300 people, think Han you so sales, 2300 people is not too much? In fact, Korea if in order to complete a billion of of the sales, not to use so much, 1/2 is enough, 3,300 people can. But why do other people reserve? is to no longer reserve.

We added three more brands in 2013. Everyone look, we 2012 years of men's, men's clothing this year will become Amoy brand men first. This year's men's Amoy brand first, 2012 do, two years of time AMH men's brand became the first. I do in 2014 children's wear Miniharu, next year will become Amoy brand first. Children's clothing this year probably do more than 80 million, but I will use the strength of the group to help him, to achieve a big leap. So 2013 made three brands. Then 2014 a little crazy, in fact, our 2013 years of continuity, that is, I make more money every year than the year before, the reason is very simple, I might have done 560 million in 2012, then 2013 was close to 1.1 billion, and this year we probably did 15 to 1.6 billion, the amount of money I have left each year is counted as such, and one of our brands will lose 500 to 10 million, we will look at the data, but our loss is the first year 500 to 10 million, the second year, the third year to make money 。 basically so. We made a lot of money this year, made 1 billion last year, I can raise so much. South Korea will probably do 23 to 2.5 billion of the size next year. Including people who later said that your 50 brands were not Humon in 2020 years? Basically Shandong people are relatively low-key, not too willing to brag, this is the characteristics of Shandong people. When we were talking about it that day, the internal number is more, but I think 50 can be achieved, I calculate the time, about 6 a year, we are 4+2, is that we do 4, and then invest one to two, but Han Du why can have the ability to do so many brands? If you have 50 brands in the future, even more brands, do you manage to come over?

Here I would like to share with you, in fact, our thinking is not just a long brand. It is actually suitable for making products on the Internet a very important idea. Han Du's multi-brand strategy, key point analysis, what's our name? If an internet company wants to run multiple brands, what system does it need? Need to have a healthy system, called bottom-up strong desire and ability, and top-down guidance of the system, which can be subdivided in the internet era of small and beautiful system construction.

The strong desire and ability from the bottom up is the reason why most Internet brands have failed to try long brands. What is the bottom-up system of Han Du? In the back I will share briefly, there are many explanations on the Han Du's group system some are not very accurate, there are some we can not say, we each three group is a self-contained whole, the capacity of each brand is limited, for example, I a brand, perhaps his market capacity can only accommodate 30 groups, But I'll cram him into 50 groups. What would happen if he said that it would be 30 to 50 teams?

In the middle of those groups will be very uncomfortable, because these 50 are very difficult to suffer from the subject, particularly poor team he was very uncomfortable, he did not want to come out, particularly good team he is very profitable he did not want to come out. The middle one said I could use my ability to go out and make a new subdivision of the brand. But again because he is in the middle layer, he has been doing for some time, he has the independent ability, he has the boss's thinking, the desire and the ability to appear to match. What is the company called Top-down guidance? The company has three policies, if you guys want to leave the original group, to do a new brand, first your income will not be lower than the original, how much money you took last year, you are at least this number, the company will give you subsidies. The second will give you the official, as the founder of this brand identity, this will give you shares. Third, your KPI's evaluation index discount, it will mean that you are relatively easy to complete the assessment, you can get the bonus.

So he had this idea and he was thinking all day that I could go out and make a new brand. In fact, Han all come out how many brands, we do not know, out of what brand we basically do not know beforehand. In a lot of communications companies, the boss said, we want to continue to grow, so the board of Directors to open a meeting, set up a research group, we study, is not to do a brand, research well, find some consultants, finished, our company inside what are the best soldiers, staff to do this brand. Han is saying you want to do you come to me, I see rely on the unreliable, I will audit. If I feel it, I support you. Other multi-brand is the boss, the board of directors said want to be a brand, you guys to do.

What kind of thinking is this? Why did Han all implement the group? In the traditional business model, in many Internet brands say, I have design department, I have marketing department, what do you see Han Du's team? In Korea's group system, this product is a group of children, in the original system, the head of each department is the product of the nanny, which is the difference between nanny and mother. To the brand, Han Du brand, each brand is the child of the founding team. But in many companies, the operation team may be a nanny, nanny and mother, nanny is very professional, but the nanny is not as good as the mother's care. Because the bottom of the architecture, in our group system, we have summed up, the group system to describe a sentence, that is, you want to achieve in the smallest business unit responsibility unified.

This is Ali Mother management essence. This thing not only applies to Han, I said I am not a costume, I from speaking, I to the present product, each clothes are not related to me, are the group's own credit. I've said that all the time, I never said anything about the product. In a time when a product is king, a person who has never been responsible for the product is talking about it here, but the spirit is the same. Is that if you can in the smallest business unit, realize the unification of responsibility, the product into the operator of the child, it must be in line with the spirit of the Internet products for the king. But you as the highest level of the company, you can not product as king, I think there is a problem. You say you are so big, I think maybe some brands if he is the boss, he will look at the product, he must be small and beautiful.

So Korea is our whole multi-brand system, multi-brand operation, is that we are now launched called Han Duyun, this is not the fashion. We put forward this concept, called "Handu lnside", that is, we put our operating system into every brand, each brand is replicated. You see, my brand is only two departments, the product department and the marketing department. My second floor is professional support, supply chain, IT, warehousing, customer service, to the child brand to provide support. What's the difference? In a word, all the common work, by the basic platform to do, all personality work, by the brand operations team to do.

What do I think we can learn from? What do you mean by thinking about the governance structure of your company and, if possible, opening it up along this logic? That is, all the commonalities are done by the public sector, and all the creative personalities are done by small teams. You fought like an American. Now the battle team is so reformed, its rear all combat systems are general, it is a small combat team, small very small, so small combat team are all kinds of people together, more than 10 people can command a local war. So I say this change in organizational structure may be the source of competitiveness. There are many brands on the surface, but Han Du's multiple brands and traditional multiple brand differences are here.

I'll share that. Thank you!