Zhao Yingguang: The Competition Of Mobile Terminals Is Much Larger Than That Of PC.

The wireless terminal has developed rapidly this year, and the sales of the dual eleven of the Korean mobile clothing terminal has been over 100 million.

However, Zhao Yingguang believes that strengthening the PC end operation capability is the top priority, and PC is the foundation of all things.

As a brand side, he believes that mobile terminals should be developed on the basis of strong PC side.

Although some people over the PC side, directly develop mobile terminals, but Zhao Yingguang think this is a problem. "I think the competition of mobile terminals is far greater than the PC side. If your basic skills are not solid enough, you can't operate well on the PC side, so you won't be able to do well on the wireless end."

He pointed out that the source of wireless terminals is especially diverse and far more complex than the PC side. Therefore, in such a more fragmented environment, the operation capacity of brand products must be stronger than that of PC terminals.

If there is no PC terminal strong operational capability to support, directly to the mobile terminal, maybe, but Zhao Yingguang said it is really not recommended, because such a difficulty is too big, too difficult to control.

Face

With the trend of fragmentation becoming more and more fragmented, how does Korea deal with it? Zhao Yingguang said indifferently that when Han Du did more than ten brands in those days, some people said they were heterogeneous. Nowadays, multi brand operation has become the major trend of clothing brand.

Zhao Yingguang said with great assurance, "I can tell you that next year we will have more than 20 brands, and there will be more in the future."

Why do we do so many brands? Zhao told us that this is what Han Du is preparing for the trend of mobile Internet in the future.

The crowd of mobile terminals is becoming more and more serious and tastes are getting smaller and smaller. This requires that the brand can cover more people.

The brands of Han Du include

Girls' clothing, maternity dress, European and American wind, Japan and South Korea's wind, light luxury, etc., can meet all groups of people, and really cover users with different tastes.

There are mobile entries in the B2C platform of the whole network. In the future, we hope to build a mobile Internet brand entrance to the wireless terminal, which integrates shopping, media and SNS.

At present, Han Du Yi in the mobile end of the implementation of full channel sales, in the platform basically have shops in the operation, with Tmall Taobao as the main, its own APP as a supplement.

The best ones are the two mobile portals of the Ali department, that is, Taobao APP and Tmall APP. The future mobile terminal deployment will also revolve around the platform of Ali department, because consumer habits have been developed, and the operation experience of these two APP is also richer, and the user experience is also better.

Mobile terminals display smaller space, which means that operators need to make more refined selection and display of goods.

In the process of running mobile terminal products, Han Du Yi house found that the rhythm of mobile terminals would be faster and the activity cycle would be shorter.

because

The difference in store operation time node will also be very different from PC, for example, the preheating rhythm will lengthen, after the activity is on-line, the end time of the whole activity will be earlier, in order to replace other contents.

In addition, according to the different user attributes of mobile terminals, South Korea makes adjustments to targeted goods and activities, and selects products as large as possible to ensure that 80% of wireless users can easily find their favorite products and buy them after entering the store.

Because of the younger users of mobile terminals than the PC side, their spending power has declined slightly. Meanwhile, the limitations of the display of mobile shopping products have led to easier sales of low-priced goods.

At present, the best mobile terminal marketing campaign launched by Han Du is the theme mobile phone exclusive activity every Friday.

Through a year of user sedimentation and habit training, the activity is closer to wireless users' needs in the selection of products, and the price is more favorable than PC, which keeps the wireless users' freshness with different themes of each period.