译名:
The Ecological System of Online Brands Dominated by Handu
学科领域:
新零售、信息系统与电子商务、供应链管理、其他
中文关键词:
互联网服装零售;代运营服务;互联网品牌生态;供应链赋能
英文关键词:
online apparel retailing; agency business for external brands; ecological system of online brands; supply chain empowerment
中文摘要:
本案例主要描述了韩都衣舍以自有品牌服装零售模式为基础,逐步由品牌商向“品牌商+服务商”角色转型,构建互联网品牌生态系统的过程。考虑到互联网时代庞大的品牌代运营需求以及企业自身发展需要和优势积累,韩都衣舍于2014年开始涉足外部品牌代运营业务,并于2016年正式开放其内部运营平台和九大支撑系统,并成立全资子公司“韩都动力”和互联网品牌孵化基地“智汇蓝海”作为主要承接平台,以依托阿里巴巴等“一级”电商平台的“二级”平台模式构建起众多互联网品牌共同成长的生态系统。目前,借助互联网和大数据,韩都衣舍正进一步深入打通前端运营和后端供应,并为其服务的品牌商打造具有强大赋能能力的供应链平台。基于该模式所带来的数据共享价值和产业价值,韩都衣舍也在思考未来的发展方向。
英文摘要:
This teaching case describes how Handu built up its ecological system of online brands step by step. Based on the retail mode of private label apparel, Handu gradually transforms from a "brand owner" to a "brand owner plus service provider" role. Considering the huge demand of agency business for other online brands and the enterprises' own development needs and core competitiveness, Handu began to engage in external brand agency business in 2014 and officially opened its internal operation platform and nine support systems in 2016. Also, Handu established a wholly-owned subsidiary "Handu Power" and an online brand incubation base "zhihui lanhai" in 2016, means that Handu has fully launch "secondary operation" for the growth of other online brands, which is relying on the basic resources of "primary operation" on e-Markets like Alibaba. At present, Handu is committed to promote front-end operations and back-end supply into deep integration by Internet and big data, to establish a highly capable supply chain platform. The data sharing value and industrial value brought by this business model, drives Handu to consider where the company is headed.
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