Why Did Han Du Yi House Become The First Enterprise To Divide The Cake From The Capital Market?

In July 26th,

Successful approval, will soon be "Internet costumes"

The first stock is listed on the stock code of 838711.

This marks the Internet.

The formal landing of the brand in the capital market also means that the online brand and the offline brand of the apparel industry have become a trend of resistance.

How did the original "Tao brand" go beyond the women's clothing brands such as Inman, rip and silk to become China's largest Internet brand eco operation group? How did he stand out from the many Internet clothing brands and become the first enterprise to divide the cake from the capital market? Enumerating the development vein of Han Douyi's house, we can find that all these are rooted in the innovative gene of this enterprise's deep bone marrow.

Secret weapon 1: "group system" written into Tsinghua textbooks

When it comes to the business of Han Du Yi she, it is famous for their ingenious single product whole operation system, which is called "group system".

As a major innovation of the organization and management structure of the Internet enterprise, the design and production and sale of the products are based on the "product group" of 3-5 people, and the cooperation of planning, photography, production, marketing, customer service, logistics and other related business links will minimize the operation organization so as to realize the relative unification of "power, responsibility and profit", and realize the "small amount of products and sales", maximize the advantages of the Internet, and establish the competitive advantage of "many styles, fast updates, high cost performance", effectively solving the problem of inventory turnover in the clothing industry.

This "group system" operation mode is a successful case that enterprises use the Internet to enhance operational efficiency. They are selected by Tsinghua University MBA, Yangtze River Business School, China Europe International Business School and Harvard Business School EMBA teaching case database.

Zhao Yingguang, founder of /CEO, also introduced the practice of group system on many occasions. In his words, "the single product whole operation system centered on product group" is the core competitiveness of Han Du. He also believes in the "amoeba" mode of rice Sheng and Fu.

Nowadays, many Internet brands and traditional brands are learning and practicing the group system of Han Du Yi house, and profits and revenues have increased significantly, especially for several large brands of Amoy brands.

Zhao Yingguang said that for those who want to learn the "group system", our attitude is that we will teach as much as possible, not afraid that everyone will learn to surpass us, but we are afraid that everyone will not learn.

Especially for some excellent peers, we will not be conservative, because we know that the higher the students are, the more innovative they will be. In turn, they will enlighten us.

Secret weapon two: Breakthrough of flexible supply chain

In addition to the group system, the flexible supply chain is also an innovative product that Han Du Yi is proud of.

There is no doubt that the supply chain is often the key to branding the brand. Many brands are out of control because of the supply chain management.

Amoy brand is even more so, the order quantity is small, the replenishment rhythm is not fixed, causes the factory to be unable to arrange the production cycle reasonably.

3 years ago, Fang Jianhua, founder of emann, once brought the pain of supply chain to the table. "Poor supply chain management will be the next disaster for Chinese brands and world brands."

For the Korean family, the new production order is emerging in their flexible supply chain.

"The fastest one day."

Wang Guangsong, the head of the Korean supply chain, hung up the phone and then came to the head of the product development team.

This order requires the LOGO of Ali Tai Chi temple to be printed on 100 T-shirts, and it needs to be sent to Hangzhou in second days.

Only one day's extreme orders need to go through these processes: the R & D team comes to the cotton department to carry out the product design with the order, and at the same time, the production plant has been contacted.

When the order is sent to the factory, the material and delivery time of the product have been determined.

The factory directly linked to Korea's clothing house is called the "production agent".

Binzhou Yi Jia Garments Co., Ltd., as the general agent of knitting production, took this extreme order. Hou Hongyan, general manager, checked the fabric adequacy at the first time when he took the order.

When the design is confirmed, the automatic bed cutting machine in the workshop has been started.

Next, the fabric will be cut and allocated to one of the 5 cooperative factories of one Canadian company to be sewn up.

In the case of raw material, ordinary orders will be shipped between 7 and 15 days.

In recent years, more than 18 million clothes have been flowing through the flexible supply chain of Han dresses.

In November 2015, after more than 2 years of renovation, Han Du Yi announced that the flexible supply chain platform in the ecosystem should be opened to the outside world.

This is known as the most solid platform in the Korean metropolitan ecosystem. It claims to be fully suited to the brand business of e-commerce, and the specific operation mechanism attracts many eyes.

"The whole chain built by Han Du Yi house has always been centered on digital business intelligence."

Zhao Yingguang said, "with the support of big data, we are constantly testing and upgrading."

Secret weapon three: Korean intelligence supports future development

Behind the group system, the complete set of IT system developed by Han Du Yi house is one of the heroes that can not be neglected.

Today, the system has been upgraded to Korean intelligence.

Zhao Hongliang, director of the information center of Han Du Yi she, is also the behind the scene hero of the whole group system. He has developed 11 IT systems related to the main business for Han Du Yi she.

Zhao Hongliang told reporters: "today's Korean clothing house has gone beyond the concept of a clothing brand, nor is it a simple sense of the electricity supplier business, it is actually a platform, and the core of this platform is supported by a powerful IT system, which is the most important point of the difference between Han dresses and other companies."

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Zhao Hongliang said that Han Du Yi house had deep understanding of the nature of IT at the beginning of its establishment.

The company has invested a lot in the past time, and has set up a professional IT R & D team. With the maturity of the R & D team, the understanding of the electricity supplier and business is becoming more and more profound. The durable investment of Korea's clothes house has yielded fruitful results, and a series of IT systems have been developed. It is also the original H Department (HOMS, HWMS, HBI, HSCM, HNB, etc.), which can be said to be the best electric business processing system in China. The processing capacity and delivery speed of the order are the top in the industry. The flexible supply chain and the planning operation system are all highly characteristic, which has well supported the development of the Korean home.

"At the beginning of the system design, we have made a long-term plan, this system can fully support the future development of Han Du Yi house."

Zhao Hongliang confidently said.

Speaking of the future of the Korean intelligence, Zhao Hongliang pointed out that the current Korean intelligence is in the first stage. The IT system is like a large container, which contains all the business of the group.

In the future, it will mainly focus on the extension of big data and business intelligence, so that big data and business intelligence will really fall into place and have an in-depth impact.

Secret weapon four: Korean media realize "content driven"

With the advent of the new business age based on the Internet, "brand personalization" is increasingly becoming a market demand. Brand personalization needs a lot of support from the flesh and blood. Production content has become the demand of enterprises, and the media of enterprises has become the trend of the times.

According to the strategic planning of the Korean group, they are creating an ecosystem that is conducive to the development and growth of the Internet brand.

In order to adapt to the trend of this era, in April 1st this year, Han Du she built a content production organization, Han Du media, to perfect the ecosystem.

Han Du media is born with the responsibility of "content production + dissemination".

According to Hu Jindong, deputy general manager and Chief Cultural officer of Han Du Yi house, Han Du media is a creative, production and communication organization. It is the core way to realize brand personalization and realize "content driven consumption".

She will also operate as an independent body while operating the brand of service group and service group.

According to Hu Jindong's description, Han Du media is a new species in the Internet age.

She is not a website, not a media, not a traditional media. She is a new species. She based on content creation and content production, through data analysis, carried out thousands of thousands of accurate dissemination of thousands of people.

Her main business is to innovate, different from the traditional methods and methods, for brand growth and brand shaping services, and constantly enhance the brand's influence, reputation and affinity, and continuously complete the emotional and trust communication between enterprises, brands and consumers.

In addition, Han Du Yi house has innovatively improved and designed intelligent storage and pportation, intelligent customer service, Han Dou photography and other important systems, forming the unique nine core ecological operation system of Han Du Yi house, supporting the group carrier's steady and effective progress.

The innovation of Han Du Yi house not only brings itself to the throne of Internet dress, but also has a revolutionary impact on leading the development of the industry and exploring the organization and operation mode of the Internet.

For the future, Zhao Yingguang, founder and CEO of Korean clothing house, said that the TOP brand of every industry should be a two wheel drive mode of "brand business + service provider".

In this mode, the TOP brand takes full advantage of its integrated operation capability, builds "two level ecology" based on various industries, closely cooperates with Alibaba, Jingdong and other "first-class ecology", makes full use of the "hydropower and coal" of "first level ecology", integrates the internal resources of "two levels of ecology", greatly improves operational efficiency, and realizes the new generation of e-commerce environment of "first level ecology" + "two level ecology" + "brand cluster".

Now, as a flag of the domestic Internet brand, what are the innovations and surprises that Han Du Yi will bring? We will continue to pay attention to it.