Zhao Yingguang Talks About The Development Of Electric Business

Han Du Yi house and his founder Zhao Yingguang are a legend in the Amoy brand.

From 3 million yuan in 2008 to 1 billion 500 million yuan in 2014, development is like snowball.

In 2014, "double eleven" sold 198 million yuan on the same day, leaving the UNIQLO behind.

It is rare that Han Du Yi house has found a management mode suitable for itself. This is the famous "single product whole process operation system with the core of group system", or short term "group system".

Han Du Yi house is no longer like an Internet company. Its success is due to a better understanding of the clothing business.

Even now, many people haven't heard of Han Du Yi house, just like me half a year ago.

This may reflect some of the features of the Internet age - everyone is on the Internet, but living in different spaces.

Market segmentation is becoming more and more obvious. Your world is not my world.

But in the eyes of many businessmen, the Korean brand and its founder

Like millet and Lei Jun in the field of consumer electronics, they are legendary.

In the spring of 2008, in Ji'nan, Zhao Ying started the business road of Han Du Yi house with 7000 yuan.

Prior to this, the e-commerce veterans have been in the online shopping field for 7 years, selling auto supplies, maternity and infant supplies, but the result is not very good, only 7 people from 1 people.

Zhao Yingguang later regrets about this experience, saying, "too many things can't be imagined, things that you think of are hard to understand, and what you want to see is wrong."

In the middle of 2007, in the process of contacting with Tricycle fashion company, Zhao Yingguang realized that making women's clothing was the more suitable direction and started the two venture.

Things are far more successful than imagined.

By the end of 2008, the sales volume of Han Du Yi house was 3 million, 12 million in 2009 and 87 million in 2010.

Snowball, by the end of 2014, the figure had reached 1 billion 500 million yuan, and the number of employees increased from 40 in the first year to 2600.

In 2014, the sales of double 11 and Han Du group broke 10 million in one minute, 20 million in six minutes, 30 million in ten minutes.

It broke at 5:22 in the morning and broke eight last year at 113 million in the morning.

It ended up at 198 million yuan, leading to second clothing uniforms 90 million.

As of January 2015, there were 16 sub brands which were officially operated on the online website of Han Dali house, plus 22 formally established projects.

What is even more remarkable is that, in the course of its operation, Han Du Yi house has found a set of management models suitable for its own development. This is the famous "whole system of operation of single products with the core of group system", which is known as the "group system".

This mode will break up the traditional linear function system.

That is to say, from the three departments of the designer department, the commodity page team, the docking production department and the order management department, 1 individuals are drawn out, and 3 people form 1 teams. Each group is responsible for the design, marketing and sales of a garment. Accordingly, the group Commission will be calculated according to gross margin and capital turnover ratio.

The first thing to notice in Han dresses is that Gianna Jun and Ann Jae Hyun are standing in the form of men's brand. They represent women's clothing brand HSTYLE and men's wear brand AMH respectively.

In April 2014 and October, Han Du Yi house signed the two Korean stars, which made the Amoy brand more tonal. According to Zhao Yingguang's words, "either the first line is requested, or it is not invited".

In March 20, 2015, Han Du Yi house signed Park Shin Hye, a Korean pop star named "the goddess of Asia", who took over three international stars in a year as a spokesperson, showing Han's brand determination from one side.

The office area of South Korea's clothes house is more lively than I imagined, and there are various kinds of clothes scattered and piled up.

Employees are generally very young and have frequent exchanges with each other. Most of the conference rooms with pparent floor glass are holding small meetings.

What's more interesting is that the conference rooms are named after the famous mountains, and all the employees should use the medicinal materials in Compendium of Materia Medica as the flower names. The name of our staff is "Hailong", and Zhao Yingguang's flower name is "hundred two gold".

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The company has this kind of flower culture, almost all influenced by the Alibaba martial arts culture, and it really makes the company atmosphere more lively and interesting.

There is no doubt that such a small accounting unit, a unified way of responsibility and right, is more conducive to activating the combat effectiveness of each small team, and it is also consistent with the location of Korean fashion house's "fast fashion". Its effect is remarkable: in 2014, there were 267 groups inside the Korean clothing house. Under their efforts, the main brand HSTYLE women's wear launched 20 thousand new products, and the whole company launched 30 thousand new products, which means that on average, the Korean family's clothing house will harvest more than 100 new products on every working day, and each group has to contribute more than 100 new products every year.

In comparison, ZARA launches about 18 thousand new products every year. If only on the speed and style quantity theory, Han Douyi's report card is even better than the leading brand ZARA in fast fashion field.

Perhaps because of this, the group system of Korea's clothes house attracted more and more people's attention, and even pointed out a direction for the organizational change of many enterprises.

But I didn't realize that the real superiority of the whole operation system of Han Du she's house was not only in the group system and in the public sector serving the group system, but also in the Han dresses house, which formed a solid ability to manage the clothing categories after I entered the Han dresses house and talked with Mr. Zhao Yingguang and other executives.

If the group system is more like a mechanism designed to follow the trend, then the development of this management ability is more like the practice of returning to the essence of internal strength, and it will make the enterprise go further.

In addition, the investigation of Han Du Yi house also makes me realize that this generation of electric traders is also the first generation of Internet entrepreneurs, because the business environment and management environment they are facing are different from the past, sometimes even completely new, and it is very difficult to have the experience to guide them. Therefore, we must fight at the same time, sum up side by side.

Their thinking is obviously exploratory and may not be mature, but it may become part of the management theory of the Internet age after a few years.