Handu Yishe flexible supply chain to create an ecological operator

Our reporter Wang Shuo

In recent years, with the rapid development of Internet e-commerce, online apparel brands have broken the original market structure and changed the way people shop by means of traffic dividends. Today, Taobao, Tmall buy clothes, and express delivery is one of the mainstream lifestyles of young people.

On July 26th, Handu Yishe was officially approved, and will be listed as the “first stock of Internet apparel brand”. This marks the official landing of the Internet apparel brand in the capital market, which also means the online brand of the apparel industry. The offline brand has become a part of the court.

It is reported that from 2012 to 2015, in the domestic major e-commerce platform, Handu Yishe ranked first in the industry for four consecutive years. In 2014, the sales of Handu clothing women's clothing won the first full year of Tmall history, "Double Eleven", "Double Twelve" and "Triple Crown", and men's clothing won the first place in Tmall's original year. Children's wear won the third place in Tmall's original year. In 2015, “Double Eleven” Handu Clothes Co., Ltd. won the Internet brand apparel championship with a sales volume of 284.4 million yuan. Its group is the top 20 Tmall category with Xiaomi, Huawei, Haier and Nike, and is the only Internet that has entered the top 20. Clothing brand.

As one of the original “Amoy Brands”, how did Handu Yishe develop into an Internet brand eco-operation group? How does it stand out from many Internet apparel brands and become the first “Amoy brand” to divide the cake from the capital market? ?

Group system to improve flexible supply chain

Handu Yishe was founded in 2006, positioning is fast fashion. Hu Jindong, deputy general manager of Handu Yishe, said that during the ten years of development, Handu Yishe has grown from a single brand to a multi-brand. Currently, it has more than 20 brands, including women's wear, men's wear, children's wear, middle and old age. Outdoors, etc., more than 30,000 pieces of clothing can be put on the line every year. “Last year, the Group’s online traffic was 3.2 billion passengers. It was also the first Taobao brand on the Tmall platform. The four categories were the first in the country. At present, Handu’s clothing is in the season. The after-sales rate is above 95%."

In fact, the most well-known thing about the company is the “all-in-one operating system with a product group as the core”, referred to as the “group system”. Its business model draws on internationally renowned fast fashion giants. ZARA's buyer system is a major innovation of Handu Yishe's Internet-based corporate organization management structure. In this system, each product, from the design, production and sales, is based on the “product team” of 3 to 5 people. The planning, photography, production, marketing, customer service, logistics and other related business links will cooperate and will operate. Minimize the organization, realize the product "a small number of small, to sell production", maximize the advantages of the Internet, establish a "multi-style, fast update, cost-effective" competitive advantage, to solve the inventory turnover problem of the apparel industry. Realize profitability by providing lifestyle solutions to consumers through B2C and “B2B-B2C” models.

Hu Jindong told the China Business Daily: "In the Internet era, we need to be able to quickly capture and meet the needs of the market, so we have created a group system to control the rights in the smallest production unit, and cooperate with the garment processing factory to create and build together. Realize the upgrading of production."

“If it is a single brand, it is very difficult to achieve this goal, because the relative power of a single brand is relatively small compared to the factory. As a multi-brand big category, the quantity of a single product will increase, and the cooperation degree of the factory will increase. The volume can drive the change of traditional clothing. At present, we have selected more than 200 factories from the original 1,000 factories, and there are dozens of core factories."

Zhao Yingguang, the founder of Handu Yishe, has also introduced the group system practice many times. According to him, “the whole product operation system with the product group as the core” is the core competitiveness of Handu.

According to the ranking data of Tmall's “Double Eleven” apparel category in recent years, in 2013, among the Tmall women's wear, the top 10 of the traditional brand and the Amoy brand each accounted for 5 seats. In 2014, in Tmall women's clothing, Uniqlo ranked second only to Handuyi, and traditional brands accounted for three places in the top six, while in men's clothing, the traditional brand “unified”. In 2015, Uniqlo became a grand slam for apparel categories, and the top five women's wearers only left a brand of Han Duyi. Even among the top 20 Tmall single-store sales, only Lin's Wood and Handu Clothes are the Amoy brands, and UNIQLO, Haier, Gree, Jack Jones, and Senma have gained overwhelming advantages.

“Amoy brand” is the product of Taobao's traffic dividend. Once the traffic dividend disappears, the short supply of weak supply chain, product homogeneity and brand-free planning will be exposed. Three years ago, Yin Jian, founder of Inman, once said, “The poor supply chain management will be the next disaster for Chinese brands and world brands.” Undoubtedly, the supply chain is often the lifeblood of brand development. Brands are out of control due to supply chain management, cash flow is broken, and finally die in inventory. This is especially true for Amoy brands. The order volume is small and the replenishment rhythm is not fixed, which makes it impossible for the foundry to arrange the production cycle reasonably.

Therefore, in order to solve the barriers to development, in addition to the group system, Handu Yishe also innovatively developed a flexible supply chain, which is the most solid platform in the Handu Yishe ecosystem. In the case of stocked fabrics, regular orders will ship between 7 and 15 days. Hu Jindong said that the flexible supply chain system can complete fast return orders and realize inventory operation at high speed. In recent years, more than 18 million pieces of clothing have flowed through the flexible supply chain of Handu Clothes House in this way.

Create a large apparel category operation

Hu Jindong admits that, in the final analysis, "Amoy brand" started from the Internet, and it has only been more than ten years since its development, and it needs to undergo a process of gradual improvement. In recent years, “Amoy Brand” is also experiencing the survival of the fittest, but as an Internet company, the difference from traditional companies lies in its ability to count big data and commercial operations.

The China Business Daily reporter learned that behind the group system, Handu Yishe independently developed a full set of IT systems and has upgraded to Handu Intelligence, including precision marketing, analysis of customer groups, order and storage management systems.

Zhao Hongliang, director of Handu Yishe Information Center, told reporters that “Handu Yishe has surpassed the concept of a clothing brand, and it is not a simple e-commerce enterprise. It is actually a platform, and the core of this platform is Supported by a powerful IT system, this is the most important point that Handu Clothes is different from other companies. We have developed a series of IT systems and are also original H systems (HOMS, HWMS, HBI, HSCM, HNB, etc.) At the beginning of the system design, we have made long-term planning, this system can fully support the future development of Handu Yishe."

Speaking of the future of Handu's intelligence, Zhao Hongliang pointed out that the current Handu intelligence is in the first stage, and the IT system is like a big container, which carries all the business of the group. In the future, it will focus on the expansion of big data and business intelligence, allowing big data and business intelligence to reach and influence.

At the same time, Hu Jindong also introduced the Handu Media, which is responsible for “content production + communication”. Based on content creation and content production, through data analysis, it carries out precise dissemination of thousands of people.

In addition, Handu Yishe has also carried out innovative improvement and design in intelligent storage and transportation, intelligent customer service, and Handu photography systems, forming the nine core ecological operation systems of Handu Yishe. Hu Jindong emphasized that Handu Yishe is not only an online store, but also a brand with operational system support. "Some of the current online red brands are just selling goods to online sales after the factory orders."

"The next step is to make Handu Yishe an ecological operation group. It is a small and beautiful Internet brand solution. In addition to original brands, it will also open up to serve other Internet brands and complement the Ali ecosystem."

It is reported that just recently, the Zhihui Blue Ocean Internet Brand Incubation Base jointly established by Jinan Municipal Government and Handu Yishe E-commerce Group officially opened, marking the “Internet +” strategy of Handu Yishe Zhihui Blue Sea in the northern region. In full swing, it is planned to use three to five years to foster and promote 50 to 150 Internet brand companies.

Zhao Yingguang said that Zhihui Blue Sea Incubation Base will utilize the 7 major system resources of Handu Yishe E-Commerce Group (brand creative and design systems, IT systems, customer service systems, marketing systems, central storage and transportation systems, flexible supply chain systems and professional integration services). System), while integrating external high-quality investment, consulting, training and other resources to build an Internet industry cluster in the north.

At present, the first batch of projects in the Zhihui Blue Ocean Incubation Base covers education, catering, chemical, medical and other fields, with nearly 200 entrepreneurial teams. In the future, Zhihui Blue Ocean Incubation Base will rely on the advantages of internal and external resources to attract various O2O projects, artistic ideas, Internet cross-border e-commerce, Internet finance and other entrepreneurial projects.

Become the first stock of Amoy brand

Looking back on the development history of “Amoy Brand”, it is not difficult to find out that in 2012, Taobao Mall changed its name to Tmall, and began to tilt traffic resources to big brands. At the same time, a large number of offline traditional brands have “touched the net”, making “Amoy brand” encounter brands. And the traffic is heavy. In the industry's view, these "Amoy brands" have some of the same genes, that is, they rely on the Taobao and Tmall platforms, and the company maintains rapid growth. However, after the online shopping demand is gradually rationalized and qualityized, how to achieve sustainable development of the “Amoy brand” recognized by the market at a low price becomes the most realistic problem.

Hu Jindong believes that the "Amoy brand" used to be the 1.0 era, and the next stage to be done is the brand development, the threshold will be correspondingly improved, from the chaotic period to the clear brand development period. “Amoy brand” should pay attention to what kind of customer group is the main brand and the way to build the brand. He believes that there will be no single-brand "big Mac" in the future. The situation of a single big one will not appear. There will be more "small and beautiful" brands emerging, the tonality will be improved, and the product will be updated. The ability is getting stronger and stronger. “Handu Yishe became the first brand of Amoy brand, which means that the brand established in the virtual space has been accepted by the public.”

The transfer specification disclosed by Handu Yishe not only disclosed the founding management team, but also disclosed some details of the introduction of star investors. In 2014, StarVC, founded by star investors Li Bingbing, Huang Xiaoming and Ren Quan, invested in the company. According to the announcement, Li Bingbing and Huang Xiaoming hold the same number of shares, the shareholding ratio is 0.5438%, Ren Zhenquan (Renquan) holds 0.3955%, and the total shareholding ratio of the three is 1.4831%.

Zhao Yingguang said that the TOP brand of various industries, the future development model should be the two-wheel drive mode of "brands + service providers". Under this model, the TOP brand makes full use of its already integrated operational capabilities, builds a “secondary ecology” based on various industries, and closely cooperates with “first-level ecology” such as Alibaba and Jingdong, making full use of “first-level ecology”. The “hydropower coal” integrates the “secondary ecological” internal resources, greatly improves operational efficiency, and realizes the new-generation industrial environment of “e-level ecology” + “secondary ecology” + “brand cluster”.

“The entire chain created by Handu Yishe has always been centered on digital business intelligence.” Zhao Yingguang said, “With the support of big data, we are constantly verifying and upgrading.”

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Guangzhou LIDONG Garment Industrial Co., Ltd. , https://www.fengduwear.com