Purchasing started Han Yi clothes how to dominate the nternet clothing brand

no matter how behind the story, we can not deny that the Korean homes have clothes in just a few years time to complete the traditional brands need more than a decade to go. It is true that this corner overtaking style development, behind the results of the Internet apparel brand is the embodiment of the traditional clothing brand.

The

/ Lu Ling Village

 

when everyone is Tucao purchasing, when a lot of people did not expect, there is a person who knows the brand, started from the purchasing".

is the brand of Korean clothing homes.

in 2001, the Korean homes are just a clothes on Taobao to do Korean clothing purchasing shop. From the name to know, Han clothing is more like a channel, rather than brand name. However, unwilling to do only purchasing Korean clothes are homes, in 2008 began self brand. Just 8 years, the number of its brand has reached up to now, in Taobao, Tmall mall, Jingdong mall and vip.com and other integrated platform for the first time in three consecutive years. From 2008 to 2014, Han clothing sales growth of more than 500 times, has 3 million yuan of small enterprises turned from the year turned into a 1 billion 600 million yuan electric horse.

no matter how behind the story, we can not deny that the Korean homes have clothes in just a few years time to complete the traditional brands need more than a decade to go. It is true that this corner overtaking style development, behind the results of the Internet apparel brand is the embodiment of the traditional clothing brand.

so, in the process of competition with the traditional clothing brand, the Korean clothing homes represented by the Internet clothing brand is how to win it?

positioning precision: brand led to consumer led

Han Shu homes founder Zhao Yingguang said in an interview with the media, said the Internet brand, the most important is the precise positioning, which is the biggest difference and the traditional brand. Traditional brands need extensive popularity, positioning to be vague, not too precise. While the Internet brand must be precise positioning, we are under the line of market segmentation, finally from a niche market gathered into a big market."

this, seems to be the key to the success of Zhao Yingguang experience. As early as clothing purchasing, he is a flexible grasp of this trick.

that he will be doing Korean clothing purchasing. Because of not enough manpower, Zhao Yingguang to the Shandong Academy of fine arts, the school has recruited 40 students (half of fashion design school, half is learning Korean). The specific approach is to find three thousand brands from South Korea clothing website, and then screened one thousand, each student is responsible for the 25, every day from 25 brands selected in the 8 items on Taobao to sell, sold to South Korean website orders. Performance point of view, this is just a screening + optimization work, but behind the precise positioning of the consumer sales logic.

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