The success cheats of Han's clothing house have been chewed by the media thousand times

Han's success cheats have been chewed up by the media, but the founder Chong (lecturer of the Business School's president) at night, the sharing will always make an unexpected harvest. can go to today, the Korean clothing house operation in the end what is special? What does he think of today's online living environment? And how to judge the vagaries of future trends? Chong in the late night to answer the billion Bang power network 15 of the sense of the problem.

Constant reflection and exploration is not only the Han clothing homes, into the 2014 many brands have stepped up the pace of overtaking.

Seven operational sensitive issues

Billion power network: Your style is very open, previously often in micro-blog on the public Open Korea's operating data, nearly a year to do so, because the data did not look good before it? What data do you care about most now? Can you share it with us?

Chong: I used to open on Weibo on the Han Du operating data, not intentionally collected and published, but I was in the work of a screenshot of the release. Data published at that time, concentrated in the store flow, flow source composition, sales rankings and customer unit conversion rate. The data, which is still healthy this year, has not changed much.

Why share more and share less now? Mainly at that time Han all "to product group as the core of the single products operating system" is "the world's first", and in the same period many well-known Internet brands also encountered various difficulties, along the way to carry the great pressure of recognition, and share these data a little special want to prove the meaning of Korean model. But by this year, Han Du business model More and more clear, prove their willingness is also a lot smaller, also will focus on multi-brand operations and how to create a fashion brand incubator platform, now I am most concerned about the operation of the sub-brand data, this aspect in the future I may share more.

Billion power network: You said that now the shopping crowd more and more subdivided, so many brands must do. Other Internet brands also implemented a multi-brand strategy, but the effect is not good, how do you evaluate the Korean clothing house of the multi-brand results? One of the things you did the most right and the one that was the most wrong?

Chong: To do a lot of brands, the need for bottom-up desire and top-down guidance, both have to do well. While other Internet brands have long brands, the top-down composition is more, the bottom-up desire is not strong, not even. The special structure of the Han-product group has led to a strong and sustained desire to bottom-up long brands. The reason is very simple, a brand to accommodate the product group is limited, and the product group system itself to cultivate the designer's own business thinking, when a brand capacity saturation, under increasing pressure, product groups have to make a new brand desire. At the company level, there are special departments responsible for the new brand support, the relevant policies are more and more perfect (in terms of wages, business assessment indicators, etc. are differentiated), so this combination of the structure, can guarantee the good development of multi-brand.

The most right thing to do, is in May 2012, the acquisition of the designer brand element wisp, through the development of grain WISP, fully tested the Han Du product Group system model, not only suitable for the purchase of hand-made brand, but also can be applied to the designer brand, which is very important to expand the Han Du of the multi-brand operation ideas.

The most wrong thing is to set up the women's shoes independent brand operation, operation less than half a year to stop. Now our Shoes package accessories, are as a brand of clothing brands of the category. In the future each son brand will have its own shoes package accessories products, but will not be independent brand.

Billion power network: Han are said to have a daily average of 20,000, single goods sold average price also mentioned about 180. In today's cat environment, it is very difficult to improve the price of a single product. Han Clothing House can do the reason must be very much, please say a little bit of the most important, and why Korea can do so why.

Chong: We start from 2011, the supply chain as the most important work to grasp, one is to pay close attention to quality control system, the second is the introduction of traditional management supply chain talent, the entire supply chain team has more than 400 people, the cost of investment accounted for a lot. The reason why we can support more and more high customer unit price is that the product is getting better.

Billion power network: I have seen your one generation factory also in the days of the Cat open shop, but the shop comprehensive score is very poor, but the overall rating of Han clothing homes is very good. Why is there such a big difference between a similar commodity and a price? What do you think is the essence of the brand of ladies ' clothes taobao?

Chong: I think the essence still lies in the Han Du product Group system model, although similar goods and prices, but because the group system of business structure so that each group has its own responsible products, each product refined operation of a lot better than other home, including photo shooting, matching design, selling points, such as refining and attention matters, The customer experience will be much better.

Billion power network: There are also some people said that Han's special place in addition to the group system, but also with rapid imitation, production and sales operation mode, so inventory control better than others. What is the inventory of Han's clothing house since 2013? Historically Han have been worried about inventory? Then how to solve and avoid it?

Chong: Our 2014-year inventory turnover target is 6 times. 2011 Inventory pressure is large, the main reason is the product arrival rhythm control is not good, now we do annual product planning has a process, first by the marketing department to the annual marketing promotion framework to the Product Planning Department, product planning department again according to this to do a comprehensive arrival planning. At present, Korea can be said to be the basic solution to the inventory problem, the future is a process of continuous optimization, our quarterly sold out rate, the basic can reach 92%~95%.

Billion power network: Han Du's team of think tanks who?

Chong: Think tank team? Extended? No fixed team. Consulting firms will be consulted, but not for long.

Billion power network: Korea has eight years of clothing homes, eight years of unpredictable electrical environment, the number of the past you think that the decision to do the key? What are your most unforgettable moments?

Chong: If from the Korean all development stage, 2008-2009 is the South Korea purchasing stage, 2010-2011 is the own brand stage, more than 2012-2013 years brand expansion stage, after 2014 is the Internet fashion brand incubation platform direction. In these eight years, the impressive is 2010, the cat launched the Child account permissions function, let me worry about the goods overnight was all deleted nightmare end. function just launched that day, almost do not drink me, drank a rather tincture drunk.

The decision-making level, in addition to the above mentioned several stages of the transformation decision, there is July 2010, from Taobao fair to the overall shift to Taobao mall decision, and get venture capital, almost all used to recruit designers and expand product Group, 2011 from 400 to 1100 people, This is the start of the multi-brand operation in 2012, laying a good foundation.

Three views on the online living environment

Billion power network: The cat has recently been a big international brand, which will directly reduce the Internet brand and domestic traditional brands in the days of the cat turnover? For clothing, the number of users on the day cat is high-end users? Can you support high-end brands?

Chong: The so-called force is very international, mainly to do the flow subsidy, for other domestic brands and Internet brands will naturally have some impact. But I think this should not be the long-term strategy of the cat, but a strategic, phased strategy. Because the core is not the problem of how many high-end customers the cat has, but these high-end brand's Internet operating system is not perfect, high-end brand consumers need a certain time to accept. I personally think that the low-end market attaches great importance to the price, high-end market attaches great importance to experience, are mainly offline market, and the mainstream of the online market, should be in the middle end and high-end brand-oriented market.

Billion power network: It is said that several Internet clothing brands began the strategic contraction this year, because of the slowdown or the cost of rising too much? What was the turning point for Internet brands in the 2014?

Chong: In the era of the Internet, because consumer demand is more and more subdivided, so the possibility of the emergence and maintenance of super brand is very small, especially clothing category, the future will certainly be more finely differentiated positioning of the brand. An internet brand company, should be the mode of the brand cluster operation, can be stable and sustainable development. Therefore, if it is a single brand operating structure of the seller, to a certain scale, will quickly encounter the ceiling. And the ceiling of a single brand on the line should be lower than the ceiling of the same kind of brand under the line.

Billion Power network: Electric dealer three carriage, product + operation + Marketing, there are sellers reflect the operation is now marginal, product inventory, marketing support. What do you think?

Chong: Are these "things" meant to rhyme? As far as the whole industry is concerned, the size of the electrical business will continue to expand, only the brand positioning must be accurate, and to express clearly. Want to continue to develop rapidly, but also in the strategy of timely layout of multiple brand clusters, to form a scale effect.

Inflection point on the next five judgments

Billion power network: from the Han Du data, the network of each platform to buy users are increasingly dispersed or more concentrated? How do you predict the change in the next year or two?

Chong: On the same platform, users must be more and more subdivided, in the future more and more users will find suitable for their own subdivision brand.

Billion power network: The entire Internet traffic gradually fragmented, Korean clothing homes to obtain new customers the way there? How high is the new guest per month? What do you think will happen to sellers ' access to new customers in the next year or two?

Chong: Online advertising is directly related to sales, basically the usual way to get new customers we will take. and online marketing, South Korea are more concerned about community marketing, in a variety of related communities to create topics and guide consumption. New customers account for about 60% a month, and in the next year or two there will be a significant increase in the marketing share of the mobile end.

Billion power network: Han are mobile end of the amount of orders accounted for? How big is the investment this year? How do you judge the mobile end pattern for the next three years? What pattern would be mainstream?

Chong: The mobile end of the order is probably accounted for more than 50%, this year's investment will be twice times last year, and future investment will continue to increase. Mobile end of the channel strategy, is based on a large comprehensive platform, with its own app supplemented by the same PC end. I think the threshold for competition on the mobile side is higher, and there are a lot of places where the customer experience needs to be improved. In addition, the cat and Jingdong in the mobile end will still be the mainstream platform, micro-letter of the opportunity is also very large, but can not grasp good say.

Billion power network: Korea has been no line under the shop, mobile interconnection of the development of online and offline integration more and more, Korea will consider the shop under the line?

Chong: Our strategy is very clear, adhere to do an internet-based fashion brand incubator platform, online space is large enough, we will not be distracted to do we are not good at the offline shop, including the experience shop is not open. Because the online brand's DNA and offline brands are still very different, especially for the Han Du that have grown up entirely from the Internet.

Billion Power network: Inventory over the past year, as the founder of Han Clothing house, you reflect on the deepest is what? What do you think of the 2014 trend?

Chong: The deepest reflection is that it investment is still insufficient, this to the Korean business development caused a considerable degree of pressure, this aspect of the short board should be accelerated to fill. 2014 is the basic stability of the platform, brand differentiation began one year, the network brand of multi-brand operation, offline brand of internet operation interwoven one year, I think the future of mainstream clothing market must be on the Internet, offline market share will certainly gradually shrink.

Editor/Scarlet