Han Du Yi House: The Necessary Option To Break Through The Ceiling

How many sub brands do we need for an online clothing brand to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Ying's judgment is the latter.

The formulation of "creating a fashion brand incubator platform" was officially announced by Zhao Yingguang in 2014, but the underlying strategy is deep.

The road to multi brand management is deeply rooted in his mind.

Zhao Yingguang was sent to Korea by Shandong University after graduation from Shandong University, and has been working with Korean famous clothing companies for many years.

"At that time, there were nearly 100 brands of clothing and love groups, including unformed entrepreneurial brands, and operated well."

After many exchanges

Draw a conclusion: one

To achieve a larger scale and maintain sustained growth, multiple brands are the only way to go. After all, a brand can not occupy all the crowd positioning.

In 2007, Zhao Yingguang returned to China to start his own business, registered more than 20 trademarks in one breath, and began to reserve for the future development of multi brands.

Under the multi brand strategy, there are different ways of playing.

After returning home, Zhao Yingguang went through two major discussions in the domestic clothing business.

First, can the Internet be able to produce the brand? This debate was gradually settled with the establishment of Taobao mall in 2008 and vigorously supporting the "Amoy brand".

Two, how high is the ceiling of an Internet clothing brand? The consensus of the industry is: because there are a lot of personalized positioning, it is almost impossible for a single online brand to achieve tens of billions of yuan, its ceiling is far below the line, so the number of brands will increase significantly.

However, there are different opinions on the specific implementation of multi brands: first, each sub brand is completely independent, with a relatively low degree of correlation except for funds; the two is that the sub brands share the underlying infrastructure services, and their independence is limited. They are separated from each other on the product end and the marketing side, and the scale is relatively small.

Behind the two way of thinking is a different answer to a question: how many sub brands does an online clothing brand need to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Yingguang's judgment is the latter.

"In 2014, the entire Internet market was gradually changing from an incremental market to a stock market. Especially in the garment industry with a relatively high maturity, the growth rate of several major brands has slowed down significantly, which means that the ceiling is within reach.

It's about 1 billion yuan from women's wear. "

The strategy needs to be built from internal strength.

In the first few years, Zhao Yingguang rarely mentioned many brands, only led the team to work hard to build the main brand.

In 2011, the sales of Han Du Yi house achieved nearly 300 million yuan on the premise of profitability, and the single product whole operation system with the core of group system was also improving day by day.