Mention Han all clothing homes, consumers will immediately and Korea wind fashion equate

Mention Han all clothing homes, consumers will immediately and Korea wind fashion is equated. In fact, since the opening of Taobao shop so far, Korea has 7 brands, from the style of Han Feng Department, Europe and the United States, the Eastern department, covering the women's wear, men's, children's wear, middle-aged and old clothes, such as various pieces of clothing subdivision category. Part of the brand fission is derived from the company's large-scale development after the expansion of market share demand, and the other part of the market demand. Brand founder Chong introduced: "The Han Du model is a Team System, its core is the rapid response to market demand, each team like market detectors, to get the current mainstream consumer preferences." Therefore, when we expand the brand, we will refer to the market demand. ”

Chong will be multiple brand strategy to two kinds of trajectory, horizontal cut is a subdivision category, such as men's, women's, children's wear, which is the current model of Korea, vertical cut is according to consumer market positioning, low-end, high-end, high-end.

Korea's several brands are positioned in high-end, relatively high price is the original designer brand grain WISP, the average customer unit price than the main push of the Korean wind fashion brand Hstyle hundred yuan, but not too big gap. He admits that a few days ago, a group leader submitted a plan to open high-end brand, write well, but he believes that the creation of high-end brand is based on a team with excellent operating ability, and so people have the natural will go higher. In fact, in recent years Han Du's overall market positioning has changed a lot.

"At first we were going sweet, and now we're going to be more mature." "This is determined by the core consumer of online shopping," Chong said. In the early years, when online shopping arose, love Amoy most of the goods are in school or just graduated from college students, the Princess of the price of Chinese cabbage is their passion, the changes, the student sister into urban white-collar, the choice of clothing will also require a brand, quality, the most intuitive performance is "there is price."

So the brand is naturally to raise the price, to go high, but this change is imperceptible, not overnight. Of course, the premise of elevation is quality promotion, not a false price. Chong Introduction, the annual Han Du pricing are adjusted, this year's mainstream customer unit price is 190 yuan. "In our impression of some brands from high-end to low-end development of the case, in fact, they are initially from the low-end to high-end, and then from high-end to low-end." "He believes that the vertical development of the brand fission has such a parabola-like trajectory."

Multi-brand Incubator

Han Du's multi-brand strategy is more clear, according to growth and annual sales will brand echelon into the seed brand (annual sales of 50 million yuan below), Growth brand (annual sales of 50 million to 100 million yuan), mature brand (annual sales of billion). The 2014 plan is the seed brand has 2, grows 2, matures to 3. In the organizational structure, the seed brand is still in the incubation stage, operated by a virtual team, the team members are part-time operators of the brand, while the growth brand will set up a business unit to separate the product from the market, and after entering maturity, the brand will operate in the form of a subsidiary, with the corresponding administrative and financial accounting.

Its grain WISP brand has been set up a subsidiary, after more than 1 years of running-in (and Grain WISP team formally established the merger intention for May 2012, day cat flagship store December 8 online. Previously, the precursor is a Taobao designer original shop last year, the overall sales performance of more than 70 million yuan, this year is expected to complete more than 150 million yuan.

In the planning of Chong, according to the rhythm of cultivating 2 seed brands each year, by 2020 Korea has a total of 20 brands, the staff size of 6000 people (now more than 2000 employees). With such a scaled expansion, he has Han Du as an internet brand incubation platform for the model in operation. And this brand expansion model, and Han Du model gene "group system" has a great relationship.

Group Mode Advanced

Outside only know Han has a magical "group system" mode, but do not know the pattern behind the Chong to PK spirit of pursuit. "The advantage of PK is that everyone's benefits are relatively objective, and the team will work harder to get results." "Set up a group model of the original intention is to PK out good products, the fittest."

After more than 3 years of exploration, this model is also constantly optimizing the upgrade, and based on the previous years of the operation of the data of the reference comparison, the group system now more mature operation planning, risk control capacity is also stronger. The concrete performance in the personnel ratio, the output estimate, the overall operation ability promotion, the team starts the fission and so on aspect. First, the proportion of personnel from the initial 5 people, reduced to 3 people, respectively, responsible for product styles, visual copy, production order control. Second, according to the previous sales data support, the quarterly product requirements and production estimates. For example, this year's sales target is 2 billion, based on the operational capabilities of the existing team to determine the completion of 1.8 billion, then the remaining 200 million need several teams to complete, so that a clearer plan for hiring. And with the overall ability of the team to improve the operation, some excellent team members can be fission into the team leader, with new people to operate a group, so growing faster.

The group system to Korea all bring the greatest advantage is to let the market speak, the highest sales team of products are subject to market recognition. And the low sales team will think about what needs to be adjusted and improved in their products, style and positioning will gradually to the winning group, "because the market proves that consumers like that product." "The advantages of the group system is obvious, and Chong also has its magic, in addition to the product and operation of PK, marketing departments and the executive branch will also be PK." But PK is based on the same dimension, so there is a multi-brand strategy, women's Department and Men's department PK, even if the specific values are different, can be reflected according to the growth rate.

If you want to go a step further, Korea can have such a mature mode of operation, but also based on its two core value system, supply chain system and information system. For the supply chain control mainly reflected in the capacity of the reservation, can accurately inform the factory to start production time and quantity, the only uncertainty is the specific style of the product. But this does not hinder the factory to do capacity reserve preparation, and the choice of surface accessories is the company's product planning ahead of schedule. Chong the true meaning of product planning, can be the whole season of product volume, surface accessories, color trends, style combinations, etc. to make estimates (based on the previous data accumulation). A group of goods will not change the surface accessories, style changes are stitching and printing process differences. In this way, the company can be prepared in advance of the surface accessories, sales time to the factory orders. such as the second half of the year the next single time is October 15, because to prepare a double 11 promotion. Before October 15 can be based on the user's shopping cart and favorites to determine the choice of style. At present, Korea's products will be reserved for each quarter 20~30% capacity, do late adjustment.

This also can be seen, data support for product planning importance. Han Du Information System is mainly on the statistics and analysis of the relevant data, such as sold out rate, sales, etc., similar to the company's internal data cube, the group can see the first day of the product sales, so as to adjust the sales plan. and can see the whole shop that day sales of the best products are which to make adjustments. The establishment of the information system, so that Korea can be the group's sales ability to estimate, so that the scientific planning of the annual sales plan.

With these two core systems, Korea is in the brand expansion, as long as the new brand to grasp the product can. "By category expansion, determines the product characteristics of each brand is different, the understanding of products can not be replicated." Chong said that this is why Han is in the choice of mergers and acquisitions brand will consider the other team's perception of the product, such as grain wisp is a designer brand, the founder itself on the product style and production process has a deep understanding; this year, the founder and couple of middle-aged and elderly women's clothing has been in the field for more than 6 years, the seniority is deep.

Chong said he did after Han all think of one thing is how to get out of the fastest speed. So, the team has reached the 60-point standard and let them do it. But what is the 60-point standard for Virgo? Everyone knows.

In addition, the women's community also has a Virgo middle-aged man, is the Fang Jianhua. They are good friends and often have a secret meeting. Want to hear the old gossip? Haha, have the opportunity to also Bayi.