Zhao Yingguang exposes Handu clothing house sales will break 10 billion in 2020

Zhao Yingguang said that the multi-brand operation strategy based on the Internet has already been set before the establishment of Handuyishe, and will be one of the most important development directions for Handu clothing house in the future.

When talking about multi-brand operation ideas, Zhao Yingguang said that multi-brand expansion should be “crossed first and then vertical”, that is, based on the horizontal expansion of the same-level positioning population, and then positioning people based on the same category of different consumption. Longitudinal expansion. Take Handu’s clothing house as an example, Handuyishe’s sub-brand adheres to the brand expansion strategy based on the clothing supply chain in terms of product category planning, and the positioning is divided into two categories: Korean fashion brand group and segmented designer brand group. .

Zhao Yingguang disclosed that Han Duyi She once suffered a loss in the positioning of the sub-brand. After a short period of operation, a denim brand and a shoe brand failed.

At the rhythm of brand incubation, sub-brands with annual sales of more than RMB 100 million will be regarded as mature brands within Handu's clothing store. They will set up subsidiaries to operate independently; sales of more than 50 million yuan will be considered as growth brands. It will be operated by the Business Department; the annual sales of less than 50 million yuan will be regarded as the seed brand and will be operated by the project team. In addition, no matter what stage of the sub-brand, there are four departments are essential: product department, visual department, distribution department and marketing department.

Zhao Yingguang believes that multi-brand operation is an inevitable trend for the development of online brands, and e-commerce precisely gives the opportunity for online brands to quickly build multi-brands at low cost. To this end, Handu clothing houses will use almost every year's profits to absorb talents and prepare for rapid multi-brand expansion when the time is ripe.

"Multi-brand operation, it is not time to discuss whether to do or not, but to discuss how to do it." Zhao Yingguang said.

It is understood that the Handu clothing house's seventh sub-brand "Hmadam Han Yun Yi Xiang" has begun trial operation, positioning in the Korean wind middle-aged clothing, will be officially promoted after the Spring Festival in 2014.