Zhao Yingguang: Han Du Yi She Does Not Deliberately Make Designer Brand.

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< p > for multi brand strategy and other issues, Han Du Yi house CEO < a href= "//www.sjfzxm.com/pioneer/" > Zhao Yingguang < /a > said recently that in 2013, it will adhere to the multi brand strategy of buying hand system and will not deliberately make designer brand.

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< p > "we want to do the same as ZARA and H&M, to make a fast fashion brand with women's wear, men's wear, children's wear, shoes, bags and accessories."

Zhao Yingguang pointed out that the target customers of Han dresses are 20 year old women aged ~35, who not only have strong consumer demand, but also buy clothes for their families.

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< p > but an insider questioned the Korean brand's multi brand operation. He believed that Han Du Yi had not really understood the users, but started from the hard information such as data.

Zhao Yingguang pointed out that multi brand operation is one of the important strategic layout of Han Du in 2013, and the strategic layout of many brands has been long, and the reason why it has not yet been operated is based on the consideration of the difficulty of operation.

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< p > Zhao Yingguang said, < a href= "//www.sjfzxm.com/news/index_c.asp" > Korean clothing house < /a > in order to prepare multi brand operation, from 08 to 11 years, build a "buy group system" as the core of the operation system.

By the first half of 2012, Han Du Yi house has set up more than 100 buyer groups (each group has an average of 3 people), thus paying very high capital and time costs.

"But this is the most important job for multi brand operations."

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< p > it is understood that the Korean clothing house first bought the women's clothing category through the buying group system to operate to a certain scale. In April 2012, the men's clothing team was established through the same mode, and the shoe bag accessories team was set up in August, all under the big brand of Korea's clothing house.

But then there is the problem of shop flow distribution and platform docking: as the traffic flow in the shop is fierce, and the resources need to be allocated according to the input production, other categories are limited. Moreover, Taobao, Tmall, Jingdong and the operation system are divided according to the category. Korean clothing house is classified as < a href= "//www.sjfzxm.com/news/index_c.asp" > women's wear < /a > category, so there are many obstacles for other category operation teams in docking with the platform.

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< p > it is learnt that in order to solve the problem of limited space for survival and development of other categories under the large category of women's clothing, and the division of responsibilities, rights and interests, the teams of different brands of Korean clothing house establish independent flagship stores on the platform independently.

The men's wear team pioneered the use of the new brand AMH to build flagship stores.

On this basis, children's wear, women's shoes, OL fashion and cowboy are also operated by independent shops and independent brands.

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< p > it is understood that Han dresses confirmed that there were seven brands in 2013: leisure wear brand HSTYLE, leisure men's brand AMH, women's shoes brand BlackQueen, OL fashion brand SoNeed, children's wear brand MiniZaru, Cowboy brand JeansPoint, designer brand element SouLine.

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< p > Zhao Yingguang said that Han Du Yi house will focus on the operation of the brand of "Han Feng fashion", rather than deliberately making designer brand unless it meets a person who can become a brand soul.

And the Korean future is planning to run some high-end Korean fashion brands in China.

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