Brand personalization from 0 to 1
Nowadays, the category of service provided by Handu Power is mainly based on clothing, extending from clothing, shoes and hats. Li Cheng revealed that the selection criteria for business cooperation is based on fashion, extending to more popular food and makeup brands. Among the nearly 100 brands operated by Handu Yishe, from the growth rate of double 11 sales, the outstanding performance includes the Italian retro women's brand Mantova, which is 600% compared with the same period of last year; in addition, the offline tradition Underwear brand health, compared with last year's double 11 sales increased by 500%.
In addition to most domestic merchants, 20% of the merchants provided by Handu Power are from Japan, South Korea, Germany and other international businesses. This year, the Korean brand CHUU participated in the double 11 for the first year, and the sales of the local major holiday on a single day increased by 1721%.
International business is long-term for merchandise planning, but there are often stretched places in the use of popular fabrics and familiarity with the domestic environment, including the lack of familiarity with the supply chain and Internet operations. "We are in the Internet market." It can improve marketing planning and including operational rhythm planning." It is understood that the cooperation between different brands and Handu clothing is different, and some merchants choose to fully host the ecological open system of Handu. For example, TANBOER Tambor adopts a fully managed service approach. Except for warehousing, operations and customer service are operated by Handu Yishe. Japan's 23 districts are fully managed by online brands in China, from product development, planning and design, operations, customer service logistics, brand promotion and other services.
Excluding the similar women's competing products, a large part of the service targets of Handu Yishe is from the international women's wear brand, helping them to do the Chinese market, and some of them are also connected to the supply chain research and development of Handu Yishe, such as Japan. Enwad brand rosebullet (rose bullet).
Japan's Enwad brand rosebullet (rose bullet) double 11 turnover increased by 119.53%
Faced with the different requirements of different brands, Handu has set up its own business sector and basic service departments to establish an independent accounting method, so that Handu's own ecology can maximize the opening of the brand that accesses the Handu Ecology. Empowerment. At present, the storage of Handu Yishe has been connected to include food and home brands, and the next step will be to settle in cosmetics.
Li Cheng stressed that Handu Power wants to build a full-service operator, not only in operation and sales, but also includes branding, visual presentation, Internet product operation rhythm, and supply link and warehousing logistics customer service and other links. .
It is understood that compared with a group of operating companies responsible for the operation of more than 10 brands, Handu Power has a separate team for each generation of operating brands, through the independent team's operation to maximize the brand's individual needs.
“The Internet has many generations of operating companies doing the most basic promotion, including the most basic promotion tools of Taobao Tmall Jingdong.†However, in Li Cheng’s view, the advantage of Handu’s clothing is that it not only has its own main brand, The joint venture brand also includes more than 20 sub-brands grown in the Handu system, which has a deeper understanding of the brand.
How to share the advantages of the Internet brand
In the new retail era, as the first Internet apparel brand to board the new three board, Handu Yishe did not choose to open a physical store like most Amoy brands, but opened its own ecosystem directly, from the traditional online The bag retail model is transformed into a business model of “brand + secondary ecology + first-class ecologyâ€.
During the double 11 period, Handu Clothes House ranked first in the clothing category, surpassing 11.648 million, more than 4 million more than the second UNIQLO. How to manage a good fan and maximize the profit in operation can be said to be one of the reasons why many brands look for Han Duyi. According to Li Cheng, for the marketing of the double 11 period, Handu will control the proportion of advertising fees between 5 and 8% of the cost. He said that Internet operations are endless, from the surge in traffic in the past to the slowdown in traffic today. In the ever-changing Internet market, how to focus on continuously improving its operational capabilities and adapting to changes in each phase is the driving force of Handu. pursued. He said that this year, I deeply felt that thousands of people have a great help in traffic efficiency. “We want traffic to be more and more accurate, and a series of services and costs, such as post-sales conversion, help to increase customer loyalty. In the double 11 and warm-up period, including TANBOER Tambor, Mantova, rosebullet, CHUU, Nearly 20 brands including Jian Jiang also participated in their live broadcasts.
Italian handmade women's boots Mantova this year's double 11 increased by 143.11% over the same period last year
Handu Yishe also shared the logistics and customer service capabilities. It is understood that in the recent customer service comprehensive rating ranking published by Tmall, 15 data indicators such as comprehensive store customer service reception, guidance, conversion, transaction, service attitude, etc., Handu Yishe Ranked first in the customer service index 93.0. In terms of logistics, Handu Smart is the core of the nine support systems of Handu Yishe. With its fully automated OMS and WMS systems, it can control the delivery rhythm of goods and develop the best picking and parcel delivery path. Speed ​​up the processing speed of the Handu Yishe storage and transportation system to 15,000 single/minute. According to reports, this year, Handu Clothes House issued 2 million items in 3 days, and the first package issued on the same day increased to 186 seconds, which was nearly 2 minutes longer than last year's 5 minutes.
Capital operation behind generation operations
Although the contribution of Handu Power in the GMV of the Handu clothing house is mainly reflected in the low-cost revenue service fee, the significance of its existence is indeed a huge increase in the future of Handu. As the core power division of Handu's second-class ecology, Handu Power carries the function of Handu's ability to output. Li Cheng said that access to Handu Power is not only an access service, "generation operation is not the ultimate goal, but through This is to understand the brand and provide a way for the two parties to communicate with each other.
Japanese women's brand 23 district double 11 period increased by 720%
In October of this year, Handu Yishe cooperated with Korean underwear brand GOODPEOPLE from the initial operation to the establishment of a joint venture company. Brands such as Kwai and Mantova are now in the process of negotiating joint ventures. Li Cheng revealed that the progress in capital is an opportunity to go, and before the acquisition of a brand, the cooperation between the two sides is also conducive to understanding the brand situation.
Before the start of the Double 11, Zhao Yingguang once forwarded in the circle of friends and commented on the news that Yinman, the founder of Inman, “the future of online and offline omni-channel integration is an inevitable trendâ€, expressed disapproval of his views and launched a slobber. In his view, Fang Jianhua's design background is not the same as his own Internet background, and Handu Yishe's business objectives for the next three years will be devoted to brand creativity, design, incubation, marketing, intelligent storage and transportation, and other ecosystems. Upgrade iteration. From this year's double 11 it can be seen that Handu Power carries the key role of Handu's ability output in the secondary ecology, and provides space for the growth of Handu clothing as an enabling e-commerce on the Internet.
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