Zhao Yingguang Talks About Gianna Jun's Endorsement Of Han Du's Clothes House.

< p > early April, Han Du Yi house successfully signed Gianna Jun, the heroine of the hit Korean drama "you from the stars", becoming a sensational news in the clothing circle.

Then, on the evening of April 20th, Zhao Yingguang, the chairman of Korea's clothing house, released a message. In April 20th, the number of bookings in the April 21st group of 53 thousand brands had reached a record breaking rate of 16 thousand.

Such disparity has never happened before.

At the most time ago, it was more than second or more than 10 thousand people.

The doubling of orders directly reflects the great role of Gianna Jun as spokesperson in the popularity and sales of Han Du Yi she.

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< p > people can not help asking: Gianna Jun is a first-line star in Korea. Han Du Yi she is the largest clothing brand on line sales in China, but it is obviously not enough on the brand level. Compared with offline brands, it should be considered as a middle grade.

There are so many clothes brands in our country. Why did Gianna Jun's brokerage company choose the online brand Han Du Yi house alone? For this reason, we interviewed Zhao Yingguang, chairman of Korea's clothing house.

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< p > < strong > reporter: what is the requirement of the spokesperson for Han Du she's contract? < /strong > < /p >

< p > < strong > Zhao Yingguang: < /strong > Han Du Yi house is very cautious about signing artists from the very beginning, and puts forward 3 requirements internally: < /p >

< p > first, there must be a clear representative of South Korea's < a href= "//www.sjfzxm.com/pioneer/" > /a >, or Korean, or a very good entertainer in Korea.

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< p > second must be the most popular star in the front line. It can become the most popular representative of the year.

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< p > Third, must represent youth, fashion, vitality, because this is the core positioning of Han Du.

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P: < strong > reporter: signing Gianna Jun is a milestone event for Han Du Yi house to find famous artists. Did Han do not think of looking for spokesmen before? Why did you pick up Gianna Jun? < /strong > /p >

Two years ago, Han Du Yi house began to keep in touch with the Korean artists circle and visited SM company (Korea's largest and most famous "star factory"), including TVXQ, Super Junior, girlhood, SHINee, f (x), EXO and other star groups, and other star brokerage companies, P, strong. Zhao Yingguang: /strong.

Song Hye Kyo has also been considered, but Song Hye Kyo does not meet the third criteria, although beautiful, but in youth, lack of vitality, belongs to lady type.

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< p > Gianna Jun model is born, so the fashion fad is very full. It is very consistent with the positioning of Han Du, Han Feng, and fashion. Although it has been quiet for a while, Gianna Jun has come back to the front line with "you from the stars".

The image of the thousand Song Ying, youthful, vibrant and fashionable, fully accords with the 3 < a href= "//www.sjfzxm.com/pioneer/" > standard /a >.

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To what extent does "P" come from the stars? "NetEase news has reported that a private company in Hangzhou has handed a request for leave to the boss on the grounds that they want to go home and watch the last episode of you from the stars.

It was with this upsurge that I decided to suggest that Gianna Jun be the spokesman for the Korean capital.

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"P > Han Du has an internal meeting. The views are also very consistent, because the discussion of spokesperson has been discussed for two years, and we all know what kind of spokesperson we need, so we only discussed it for 1 hours this time.

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P and Korea have been building brands and finding spokesmen in the past two years.

At present, Han Du has built a good supply chain and single product whole operation system. Simply speaking, it has the ability to do well in quality, and the quality of products can reach the stage comparable to the fast fashion brands.

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< p > < strong > reporter: how long did it take to sign Gianna Jun? Is there any story behind the scenes? < /strong > < /p >

< p > < strong > Zhao Yingguang: < /strong > signing for two weeks.

One of the investors in Korea's clothes house is South Korea's largest investment bank, which is very influential in South Korea. It is also an important reason why Gianna Jun's brokerage firm finally agreed to endorse Han Du, and the brand endorsement fee was also paid by the investment bank.

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< p > signing Gianna Jun's endorsement is only the first step. South Korea is a "star making nation". Every year there will be the most popular stars.

If the first step is smooth and effective, Korean brands will also invite Korean celebrities to endorse them.

It's easy to ask a star, as long as you have money, but celebrity endorsement is an investment. If you want to dig out the star's < a href= "//www.sjfzxm.com/pioneer/" > value < /a >, it is really a success.

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< p > < strong > reporter: what other actions do Han Du Yi house have after signing Gianna Jun? < /strong > < /p >

< p > < strong > Zhao Yingguang: < /strong > signing this contract, Gianna Jun, Han Du Yi she has many plane shooting opportunities and offline activities.

Each quarter tailored for the development of Gianna Jun 15~30 model; in September and October, for the "double 11" momentum, a star meeting.

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< p > < strong > Weekly has a saying < /strong > < /p >.

< p > < strong > suggest that Han Du clothes shed a wide range of steering lines below < /strong > /p >

< p > as we all know, the promotion cost of online brand is mostly used to buy traffic, and the turnover rate is the most direct and the highest.

From buying traffic to spokesperson, this time, Han Du Yi house is looking for Gianna Jun to endorse, not only is the milestone event of Han Du Yi house seeking famous artists, but also broke through the marketing mode of Han Du Yi house.

The clothing weekly recommended that Han Du Yi house strike while the iron is hot. It will create a more sensational effect by opening stores in all the big first tier cities, because the time is ripe.

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< p > compared with offline traditional retail enterprises, the electricity supplier economy does not need entity stores as support. Under these conditions, the electricity supplier enterprises can save a large amount of cost of rent, manpower, energy and so on.

This makes it possible for electric business enterprises to provide consumers with less expensive and richer "a href=" //www.sjfzxm.com/pioneer/ "products" than traditional retail enterprises. "/a".

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< p >, but the electricity supplier has become a winner.

The cake of the electricity supplier attracted the market's crazy rob, and all kinds of platform business providers and vertical electric business sprung up like mushrooms.

With the continuous maturity of the online market, large and small enterprises have opened up the online market, and the competition has become increasingly fierce.

Under such a market situation, the promotion cost of electric business is soaring, and the traffic bonus of the forerunner of the electricity supplier has gradually disappeared, and the cost of acquiring new users by the emerging electricity providers is continuously high.

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< p > the most obvious thing is Taobao mall. The Taobao shopkeepers who first made Taobao face a blue ocean market. The promotion cost is not high. As long as the products are unique enough, they don't even need to do any advertising, but now the high cost of Taobao promotion is already known by the stores.

During last year's "double 11" period, the advertising cost of some enterprises was as high as several million yuan per day.

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< p > Korea now adopts multi brand strategy, and the coverage of all age groups needs brand image upgrading.

Depending on the development of the Internet, the electricity supplier brand has a certain number of users, but compared with the traditional offline brand, consumers' cognition of brand often stays in the virtual domain of the Internet, and consumers lack certain recognition and loyalty.

Offline shops are not only a sales force, but also can be used as a display carrier of brand image, a a href= "//www.sjfzxm.com/pioneer/" > platform /a, because enterprises can pass all kinds of value-added services in the physical store to form a stronger consumer brand awareness.

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< p > improve the last mile.

The last mile has always been a headache for electric business enterprises. To do well in the last mile service, enterprises often have to invest a lot of costs.

The reason lies in the fact that consumers can complete the task of self timed pick up on line, but no need to send every product to every consumer.

In physical stores, e-commerce enterprises can also complete consumers' return, replacement and after-sales service, effectively improving the last mile service experience.

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