Zhao Yingguang: How To Break The Category Ceiling?

We are the first batch of brand names that have been evolving over the years.

At the beginning of this year, the concept of "two levels of ecology" was first proposed in the first year of the industry. After a year's development, our two grade ecological operators basically went through this road, and today we share it with the two level ecological operators.

Zhao Yingguang, founder of /CEO, the founder of Han Du Yi house, said that the Korean family has more than 50 brands on its behalf (which is all trust brand), and will take over at least 150 next year.

In March this year, the Korean side said that one target in 2016 was to operate more than 30 offline brands. At present, the number of brand operators has exceeded expectations.

The services provided by Han Du Yi house mainly include: 1. The joint venture company nurture new brands on the line; two, provide full or partial online for small and medium brands.

Service.

In the speech, the concept of Zhao Yingguang's two level ecosystem was discussed and the topic of how to break the category ceiling was discussed.

The following is his specific speech at the meeting:

We are the first batch of brand names that have been evolving over the years.

At the beginning of this year, the concept of "two levels of ecology" was first proposed in the first year of the industry. After a year's development, our two grade ecological operators basically went through this road, and today we share it with the two level ecological operators.

from

In the era of thousands of people, thousands of faces have been evolving and platforms are being deployed on a large scale.

Thousands of thousands of faces in 2015 and 2016 have made breakthroughs.

As an Amoy brand, we need to make some judgements about the future. We have judged from four aspects:

First, thousands of faces are an inevitable trend. We believe that the ceiling of a brand under the same category is not so high. In most cases, the single brand ceiling is lower than that of the brand under the same line.

Two, the era of brand is over, from extensive operation to fine operation.

Three, the absolute number of Internet brands will still increase. Especially for some non-standard products, the trend will gradually increase, rather than a decreasing trend, and the competition will become more and more intense.

Four, at the same time, there will be very serious contradictions. Because the ceiling is relatively low and the scale is relatively small, but because of the fierce competition, the demand for products and brand operation is getting higher and higher. The contradiction between them will be bigger and bigger. This is the inevitable trend in the future.

Earlier, most of the electricity providers were "sparrows small, five Zang and full" operating mode pressure is increasing, because unable to carry that cost, we need to continuously improve the quality.

Before I make a breakthrough, let's first talk about the difference between the retail of the original line, the offline retail and the PC era, and the retail in the mobile era. From four levels, one is the channel, the other is the product, the three is the content, and the content is about the trend of communication between the brand and the consumer.

At the time of PC, the importance of channels is not so important, because the alternative channels are actually very limited, but the importance of products and content has become a very important point for brands and retailers to enter.

In the era of mobile e-commerce, channels are still not very much, products are strong, and the tendency of content personalization is more and more obvious.

Personification does not mean that it is a concrete person, but a "personification tendency".

What is the "personification tendency"? When we introduced products, we might only sell water and introduce water instead of introducing anything else. But in the mobile era, a seller selling water not only introduced water, but also introduced other things, and communicated with consumers at different levels and angles.

We are thinking that if we are an online brand, in 2012, we discussed with Mr. emann how to achieve at least 10 billion. What is the path of 10 billion based on the previous changes?

First, from 0 to 1.

As the Internet brand, from 0 to 1 is the first step, finding a good brand positioning, making the product well, testing the brand in the category ceiling, and see how big you can be, this is the first step of the basic work.

Second, 1 to 10, basically you see the category of ceiling, the next step how to develop, two paths: first, expand the category, under the same category of expansion category; two is to do more brands under the same category.

What kind of thinking should we have at this time? What do we pursue? It is a way to get through the multi category and multi brand system at the back end. By expanding the brand and expanding the category, the bottom layer is not a large brand sharing service system, including customer service, warehousing, IT, operation and PR communication. The system can share second steps after it can be shared.

Third, 10 to 100, we are making the third step, we open the ability of booking based on the Internet thinking, pform from brand business or upgrade to eco operator, the word "ecology" is a bit rotten, but it is meaningful in itself. I think there are not many problems in almost ten billion.

Fourth, from 100 to 1000, based on the main category of ecological operators evolved into multi category ecological operators, our Korean capital also has a layout in this regard.

When we break through, there are three ways to break the online brand:

First, we need to exert the greatest strength of the main brand and break the ceiling of the industry. This requires a very strong capability.

Second, the so-called online, offline integration, open shop.

Third, it is our choice to be an eco operator. We did not do the first two ways. It does not mean that we do not think they can succeed, but we think it is difficult, so we choose third ways.

It will operate at least 150 brands next year.

This list is part of the brand. Han Du is running its own brand of nearly 90 brands. It has 18 brands, 10 joint ventures and shares, more than 50 brands for operation or service (Note: all Korean brands have been verified, all at least 150 next year).

So, what we call "two level ecology" is based on the concept of the next generation of retail sales, called branding + two level ecology + first class ecology.

What is the first class ecosystem? The cat, Jingdong and vip.com include many sharing platforms, which we call the first level ecosystem. The core work is precisely matching, bringing in a large number of consumer flows, matching all kinds of technologies represented by thousands of thousands of faces to the corresponding consumers instead of letting you see the commodities that are ineffective to you, and the main task is to build the infrastructure with precise matching as the core.

What is the two level ecosystem? We are responsible for pformation. After the first level platform matches the flow to you, the two level ecosystem improves the pformation rate of every brand in our ecosystem through the high quality operation of various service providers, including net red, PR and so on.

For more information, please pay attention to the world clothing shoes and hats net report.