How Did Zhao Yingguang Become The Head Of The Korean Family?

When he walked into the fashionable and fashionable office of Han Du she office, the fashionable men and women played in the office videos did not seem to be very harmonious with his simple and simple clothes. He also admitted that his clothes had his wife to help him. As for the decoration of the company, some of the activities were mostly related to him. But it is this low-key man who seems to have nothing to do with fashion. He founded a popular fashion brand Han Du Yi house.

Founded in 2006, Ji'nan, Shandong, is the first brand of fast Internet fashion in China. Han Du Yi house is committed to providing high quality fashionable clothing for the urban fashion crowd. With the product concept of "many styles, fast updates, high performance price ratio", it has won the National Consumers' trust and trust. From 2012 to 2013, sales of Tmall, Jingdong, vip.com and other platform women's clothing were the first two consecutive years. There are 17 brands in Han Du Yi she (Group): HSTYLE (Hanfeng fashion dress), Soneed (Hanfeng elegant fashion dress), AMH (Hanfeng fashion fashion men's wear), MiniZaru MiniZaru Minnie Hanlu (Hanfeng fast fashion children's wear), Dequanna di kuina (Hanfeng fashion mother dress), niBBuns Nissan Poetry (European and American fashion fast fashion women's dress), prime thread Souline (Oriental retro designer women's wear), ancient ZIGU (Oriental Zen designer Menswear) and so on. As of September 2014, the company had 45 business units with more than 2300 employees.

Then we can not help asking, how did Zhao Yingguang in such a short time become a fashion master in such a short period of time?

Han Du Yi house now has an average of 16 million orders a year. When it comes to starting a business, Zhao Yingguang was filled with emotion. "At that time, we had only 30 people, only a few sheets per day." In 2001, Zhao Yingguang opened a small shop on the eBay online in his spare time, mainly selling the nose bridge heightening device in Korea. Because of the online related imitation, he spent a lot of time in comparing the true and false products to improve the sales volume of his products. Over the next 6 years, Zhao Yingguang sold cosmetics, automotive supplies, and even sold milk and bottles. A lot of things are done, but Shop His business has been dismal, but he has been reluctant to give up for several times.

In 2007, by chance, Zhao Yingguang came into contact with a friend's clothing business, 15000 flat warehouse, the sale of 30 thousand single sales performance, which shocked him greatly, but also strengthened his determination to start a business. In 2008, Zhao Yingguang resolutely left the state-owned enterprises and took out all his savings, and 187 thousand started the project. Soon the difficulties followed. No talent, two no resources. Zhao Yingguang's team thought of a very stupid way. "Without talent, we trained talents, so we recruited 40 students to the company." At the very beginning, the Zhao Yingguang team first screened 1000 brands on the Korean Internet. Each of the 40 students was responsible for 25 brands, picking out the styles they thought they could sell everyday and uploading them to their websites. A year from 2008 to 2009, Han Du she has been doing such a Korean purchase. After that, Han dresses began to find their own factories to produce their own clothes. But before 2011, the quality of the products had not been guaranteed. Worst of all, in the anti Taobao incident of 2011, Han Du Yi lost several million dollars in the misfortune. But Han Du Yi house has been blessed by disaster. The major news media have reported on the events of siege of the big sellers in the Tmall mall. Instead, they have increased the popularity of the Korean clothing house and greatly improved the advertising efficiency. 2014 Han Du Yi she Into the 3 era, that is, the era of brand clustering, the whole category, full style coverage.

It is reported that Han Du Yi house now has nearly 300 product groups. Each product group has three members, one is responsible for design, one is responsible for product page design, one is responsible for inventory management. "Each product group has a great power," Zhao Yingguang said himself. "They can decide the style, color, size, and even the quantity and price of the product. Companies are not going to coerce or interfere. "

At present, the best team in Korea has achieved a breakthrough of 10 million in less than three months. Surprisingly, the team leader himself has worked for only three years, and the company has given them 8 million of the high amount of funds they use. It is understood that the amount of funds used by Han Du's product group is determined according to the sales performance of each group plus the annual growth rate of the company. For example, last year, a group of Sales volume At 1 million, the annual growth rate of the company is 50% this year. The goal of this group is to achieve 1 million 500 thousand this year. "When the first group was set up in 09 years, only twenty thousand of them could be used at that time, which was slowly operated to 8 million through continuous efforts." Zhao Yingguang called his product team "ant corps" and was proud of it. "In fact, there is another saying called the Amiba model. We first transplanted the Japanese Inamori Kazuo's Amiba model. The three group system is very simple, even a small ant, and our Korean clothes house is composed of very many small ant groups.

It is reported that the "single product whole operation body (IOSSP)", which is created by Han Du Yi house, is the core of the product group. It is very effective to help enterprises improve their operational efficiency by using the Internet. This mode has also been selected in the MBA teaching case database of Tsinghua University.

Zhao Yingguang, standing outside the fashion gate, left the aura and honor to the front-line employees, who chose to be obscurity. The employees of Han Du Yi house joked that Zhao Yingguang was "coach of Anxi". It is not just because Zhao Yingguang is similar to Anxi coach in his appearance, but also thanks to his teaching and training for his staff. Zhao Yingguang also said he still had a long way to go.