Han Du clothing house: An Internet brand of e-commerce multi-hop

South Korea's clothing store positioning the Internet fashion brand's Han Feng fast fashion with Zhao Yingguang I have a great relationship.

In the eyes of the outside world, the most successful Han clothing store is its buying system, and the CEO of Hando clothing store often shares its buying system experience in public. However, as an Internet original brand, what Han Du tried was not just buying the system. From trying to purchase, to being a free brand, to the offline store, Han Du clothing house experienced a multi-level jump in brand development. .
Zhao Yingguang graduated from Shandong University with a major in Korean. After graduation, he was sent by the Chinese side to South Korea as a trade between China and South Korea. Before embarking on e-commerce formally, he didn't know what was the fashion industry, but he didn't know how to be fashionable. However, because of his early involvement in the Internet and his understanding of Korean culture, he had tossed out Handu clothing.
When he was still a Korean trade representative, he met a Korean person during a chance encounter. He and Zhao Yingguang said in a chat: Future trade is e-commerce, and women's fashion is the most profitable business.
In this conversation, Zhao Yingguang, who wanted to be an Internet but did not know the direction at the time, was tantamount to an embarrassing move. In the ten years of South Korea, Zhao Yingguang felt that this projectile had an efficient conversion capability for European and American fashion. “But it is regrettable that the domestic experience of this kind of fast fashion is much more lagging behind.”
At that time, domestic traditional trade companies went to South Korea to purchase goods, which was considered to be an introduction method for Korean fashion. However, Zhao Yingguang felt that this was slow and inefficient. Zhao was then of the opinion that "The Internet can shorten this time. I should use this platform to bring Korean fast fashion into China firsthand" and his first choice is to do shopping.
Folding overseas purchasing
At first, he had done all sorts of good expectations for purchasing. However, he didn't think that the hardships of overseas purchasing would hurt him deeply. Zhao Yingguang summed it up as the four major flaws in overseas purchasing.
" One is that time is too long. From the order of domestic customers to our help to place orders overseas, take international freight, etc., a single purchasing process is often in 10 to 15 days."
"The second is that return is very inconvenient. Online shopping will inevitably have a return link, but the return of a single cargo no less than the order to save time and save time, coupled with the expensive international postage, the cost of return is too high."
“The third is the frequency of out-of-stock and out-of-stock occurrences. It is difficult for a purchasing agent to synchronize inventory with overseas suppliers. However, the fashion brand’s apparel inventory changes very quickly, domestic websites show inventory, and customers place orders. After purchasing, purchasing may be out of stock. From the customer's point of view, they waited for a dozen or twenty days before, and finally you told him that I was sorry and out of stock. The customer's disappointment made us very uncomfortable."
“The fourth is that the price/performance ratio is not high. Many hanbok products are manufactured in China and are exported to South Korea after they are well done. When South Korean suppliers put their goods on the Internet, they have already taken a huge amount of profits. We Chinese pay for them again. It's fair."
Zhao Yingguang thinks that the four major injuries in overseas purchasing are not able to overcome his own efforts. After one year in 2009, he decided to stop the purchasing business and switch to his own brand.
It is in the exploration of the operation of its own brand, Zhao Yingguang introduced the buying system. The way has changed, and the original intention of introducing Korean fashion has not changed.
Online fashion, buyer is king
Buying handicrafts is not the first of Han’s clothes. International apparel industry such as ZARA, H&M, etc. are all operating with a buying system. Zhao Yingguang’s original intention of introducing the buying system was because the sales team was too weak. “In order to control risks, we had to shift pressure to Product Department." This unintentional intervention has given birth to the core business model of Handu.

Currently, there are five product divisions in Handu’s clothing houses, and more than one hundred buyers’ teams are affiliated with the product department respectively. They are the original cells for the business process of Handuyishe. The main work of the production and marketing departments is to coordinate The buyer team can make products. It can be said that the driving force behind the Korean fashion line is in each buyer's group.
From the microscopic point of view, each buyer team consists of three to five people. Their roles include the constituency specialist, the merchandising specialist, the order bank specialist, and the clerk. Zhao Yingguang prefers to call them small bosses because each team of buyers has a lot of autonomy: What money is selected, what is produced, what is the specification, how much is produced, when is the channel, when it is priced, when it is discounted, and when Withdrawal of goods, etc... "The company barely intervenes, and it is up to the buyer team itself to decide."
After each newly formed group can receive operating expenses of RMB 150,000 from the company, it begins to purchase sample garments from South Korea, orders production after improvement, and then spreads it to various Internet channels. Zhao Yingguang told reporters that “at present, the cost of Handu’s clothes for clothing is over 1 million per month”.
K903 jeans is a very simple gray jeans, is one of the most successful models of Handu clothing, this pants type has been in existence for three years, hundreds of thousands of shipments, then, how this model is What about the hands of the buying team?
Initially, the team responsible for the operation of the product first purchased samples from South Korea. At that time, the buyer team only had an operating fee of 20,000 yuan. The team of buyers should improve on the basis of the prototype. This improvement is based on the recognition that differences in lifestyle and ethnicity between China and South Korea will determine differences in apparel production. For example, South Korea’s winter clothes are relatively thin and are introduced into China. After that, we must do thickening. There are also differences between the skeletons of the Koreans and the skeletons of the Chinese. These should also be improved after the introduction of the shoulder width and sleeve length.
The modified version of the K903 jeans is made into a clothing plate. The buyer team makes orders to the production department. The number of orders will not be too large, but it will not be less than a value. After the finished products are produced, they will be tested online. During the test sale, the marketing department is responsible for the overall operation of the K903 jeans in the online channel. “Including standardized management of uploaded products, providing customers with more accurate search, traffic distribution and how to better visually communicate when browsing the web,” Han Du The chief of the clothing market department chief told the reporter.
There are two results in the trial sales phase: bestsellers and slow sales. If you are unsaleable, you may consider unloading the goods and you will not enter the next step. Fortunately, the K903 jeans sold well during the trial period and can enter the mass production phase. This stage is the operation of coloring, overweighting, and reducing the price of the product: The original color and size that are not covered are added. Because of mass production, the cost will drop. The K903 jeans that the consumer will buy soon are lower than the trial sale price.
Finally, when mass-produced products are shipped from the factory, they will enter the Internet distribution channels of Handu Clothes House. This is a network-wide marketing network that includes its own website, Tmall, and other e-commerce platforms: No. 1 shop, Vanke Eslite, Jingdong Mall, and Mecoxlane etc. At present, Handu’s own website accounts for about 5% of sales, and Tmall’s largest share accounts for 60%.
Now, K903 jeans have become the basic models of Handu clothing, "the year-round selling will be produced all year round," but the proportion of basic models is not much, only about 20% of the total, the remaining 80% is by the buyer The team has continuously introduced new models and continuously eliminated them. This basically reflects the fast pace of fast fashion production.
According to Zhao Yingguang, currently there is a buyer group that has a monthly sales volume of 5 million in Handu’s clothing houses. According to the relevant rules, this group will have 70% of the sales amount of this month’s sales right next month, which means 3.5 million operating expenses. . In the opposite situation, the 150,000 group did not make a performance in the month. Naturally, there was not much operating expenses next month. The situation with no funding basically did not last long, and the buyer team announced its dissolution.
Someone asked Zhao Yingguang. If you take out your trade secrets so generously, will you worry about being cloned by your competitors? Zhao Yingguang said: "The core of the buying system lies in the buyer team. The development of a mature buyer team takes about two years."
He personally witnessed the painful transformation of the first-generation buyers' group. “These people who made fashion products used to design only. The buyers’ group system requires them to consider whether to sell the product at the beginning of design, and to speculate on consumption. It's not easy for them to have so many factors in the design.
However, once the designer is transformed into a buyer, it will solve the problems faced by some traditional clothing companies: the product department does not understand the market, the sales department and the product department do not converge enough, and the buyer team stands in the market point of view to make products, objectively Make sales and products seamlessly connected.
Ticketing physical store
As a result of the operation of the buying system, the production department's right to speak in Handu’s clothing houses is quite large, which is different from the biggest situation in the sales department of other clothing companies. Under the push of buying a hand-made system, Handu clothing houses have introduced new products, coupled with the layout of the entire network, with an average of 20,000 per day for online sales.
At present, many clothing brands that have grown up on the Internet have opened physical stores, including Handu clothing stores. In the second half of 2012, Handu Clothes House opened its first physical store in Jinan, which is for the Internet. Supplements? Still carrying the task of Han Dou clothing house?
Zhao Yingguang said that it is not, and the test water physical store is holding the mindset of playing tickets, "to meet everyone and their own physical complex". After practice, he found that " under the line is not an efficient channel and it is difficult to reverse for a long time. " Every day, 800,000 visits on the Internet are incomparable with the visits of several thousand people in physical stores. “The training of physical staff cannot keep pace, and there is no time or need to do it. There are still many things on the Internet to us. to be perfect."
The head of the marketing department told the reporter that the main selling small inventory products in the physical store, such as the sale of some models only 20 to 30, will be transferred to the physical store, because there will be "oversold" to sell online The phenomenon that once the oversold occurs, the immediate purchases of the consumers will be converted into reservations. At this time, if the Handu clothing houses go to the factory for orders based on the orders of consumers, a one- or two-day shopping process will be extended. To a dozen days, the user experience caused by this is not very good, and overselling will increase the cost of communication to customers.
Zhao Yingguang clearly told reporters that he will not go to a physical store in the future. He believes that more and more sophisticated Internet users will not need any on-site experience when shopping online. “The Internet itself has the ability to shape the brand, and quality is the most important factor of the brand. As our product quality and service quality become more and more stable, consumers' concerns will become less and less."