The Magnificent Dream Of Hai Lan's Home

From "men's Wardrobe" to "National Men's wear", Hai Lan's home It took ten years. From "National Men's clothing" to "national brand", Hai Lan's home obviously had bigger ambitions and ambitions.

　　 National Men's wear

The latest business data has pushed Hai Lan's home to the position of "National Men's wear".

In March 6th, the annual report released by Hai Lan's home office in 2014 showed that the operating income reached 12 billion 338 million yuan during the reporting period, an increase of 72.56% over the same period. The net profit attributable to shareholders of listed companies was 2 billion 375 million yuan, a significant increase of 75.83% over the previous year.

"Investors are most concerned about whether we can maintain the current high growth and performance. One thing we can confirm is that at least in the near future, our growth will remain stable and the sub brands will accelerate." A few days ago, Zhou Lichen, director of the commodity center of Hai Lan home, revealed to the first financial daily.

The announcement also confirms Zhou Lichen's confidence.

The annual report shows that during the reporting period, the number of "Hai Lan Jia" stores reached 3348, with 460 new outlets opened, an increase of 15.97% compared with 2013. Among them, the sub brand "Ai Ju rabbit" has 269 stores, and "Bai Yi Shun Shun" stores have 99 stores, among which 95 are brand linkage stores.

At the same time, the company actively optimizes the quality of stores, mainly to 200 square meters of stores. In 2014, the effective business area of the company's stores grew by 29.76%, and actively launched the "two in one", "three in one" brand linkage shop to enhance the overall quality of the store.

In 2015, the company plans to add 400 brands of "Hai Lan Jia" brand stores. Under the double promotion of the number and quality of stores, the brand of "Hai Lan Jia" brand achieved 10 billion 100 million (+49.58%) in 2014, and the brand of "Ai Ju rabbit" achieved a business income of 300 million yuan (+52.03%), and the "Bai Yi Shun Shun" brand achieved a business income of 200 million yuan (+129.62%).

In the overall downturn of China's men's wear market, the annual report of Hai Lan's home is undoubtedly very conspicuous and boosted the market.

In March, Hai Lan's home opened in Beijing's largest flagship store, Wangfujing store, which combines the two brands of Hai Lan House and Bai Yi Shun Shun, covering an area of over 400 square meters. This huge storefront, which is originally called the "Metersbonwe" Wangfujing store of men's clothing brand, has become the important signal release of Hai Lan's home to the layout of the first tier market.

"The focus of our previous development has been in East China and the two or three tier cities, but the core business circle of Beijing and Shanghai has always been our dream. In fact, we have increased investment in the first tier market, including the northern market." Zhou Lichen told this newspaper.

Zhou Lichen further explained: "all along, we have occupied the gold position of the core business circle of the three or four line with sales performance. As a brand under the line, we must seize the city business circle, which will form the core barrier of brand sales performance. Hai Lan's family has already begun the trial in the second tier cities, including Tianjin, Shenyang and Hefei. Now it is possible to enter the first tier cities. In the downward trend of the overall trend of the garment industry, there are just a few empty spaces in the first tier cities, which is an opportunity for the Hai Lan family.

At the same time, Zhou Lichen stressed that since its establishment in 2002, the market positioning of Hai Lan's "parity and high quality" will not change. "We will extend the product with sub brands, but the main brand will still focus on men's clothing, and still focus on the overall solution of the men's wardrobe, and there will be no big transformation."

As a matter of fact, as early as 2002, Hai Lan's home was built for real. National Men's wear The long line layout -- from the establishment of China's first clothing store with self purchase mode of mass purchase, to more than 3000 stores now covering the whole country, from a single business men's suit to 17 series of more than 5000 suits, such as suits, shoes and socks, together with the shopping habits of Chinese men, to create a one-stop shopping solution for them.

In April 2014, the market of Hai Lan came to a market value of more than 40 billion yuan, becoming the largest clothing company of A shares. After asset securitization, "the best performance price ratio" became the commercial feature of Hai Lan's home, thus completing the deep transformation from manufacturing economy to service economy, and consolidating it into its own commercial advantage.

　　 National brand

But the 800 billion volume of Chinese casual wear market has never been really calm.

The rise and fall of UNIQLO, a global business classic, has entered the third stage. After the three stages of failure in 2002, success in 2006, and expansion in 2011, the income and operating profit of UNIQLO China were 7 billion 600 million yuan and 800 million yuan respectively, accounting for 11% and 10% of the company respectively.

In the same year, UNIQLO's 225 stores in China were H&M1.5 times, ZARA1.9 times, and the most fully subsiding. In the future, there will be 100 stores in China, with a growth rate of nearly 30%.

It is also at this time that the market compares the UNIQLO and Hai Lan homes more and more frequently. The same parity life and leisure positioning and their respective business data that are upside down, let the "go up" to explore the first line market of Hai Lan's home and the "go downhill" three or four line city's UNIQLO inevitably encounter.

In 2014, when Hai Lan's home came back, Zhou Jianping, chairman of the board of directors, faced the market's discussion on the face of investors' unspoken "fight with UNIQLO", but subsequent public performance data constantly confirmed the reality of high growth. In the published company strategy, it showed that "the number of shops in provincial capital cities will expand in recent years, and then enter shopping to compete directly with UNIQLO."

At that time, the concept of "national brand" was formally put forward by Hai Lan's home.

"We formally put forward the concept of" national brand "in 2014, because we not only want to sell clothes to make money, but also want to become a symbol of a country's clothing culture. Zhou Lichen told reporters.

In this regard, Liu Yang, general consultant and senior marketing expert of Hai Lan's home brand, believes that the national brand should not only lead the development of national clothing, but also shoulder the responsibility of a country's cultural export, representing the dress culture of a country.

"UNIQLO, ZARA, GAP and so on for Japan, Spain, the United States, is its local national brand, because these brands have a huge market share of clothing, its strength and weight can penetrate all strata. UNIQLO has flagship stores in about 13 of the best commercial centers in the world. Each shop has about 3000 square meters ~5000 square meters. When it opened shop in New York Fifth Avenue, it attracted the attention of the entire New York media, including the Japanese brand logo in Fifth Avenue. The growth trend of Hai Lan's home is an important symbol of its "national brand". Now it's time for Hai Lan's home to continue to extend its cultural influence as a national brand. Liu Yang talked about it.

Under this reorientation, in 2014, Hai Lan's family increased its publicity to the brand, and supported the "branding brothers" and "the strongest brain" and other brand communication activities in the form of clothing sponsorship to complete the development and expansion of the brand clothing, and the exclusive title "Guinness night in China", so that the brand image was deeply rooted in the hearts of the people.

In order to achieve the genuine popularity of "national brand", returning to the design of clothing has become the core of its long-term and imminent approach.

It is reported that since 2006, Hai Lan's home has already segmented some of its product lines from purely commercial men's clothing, and began to explore fashion and leisure, facing consumers' pursuit of youthful mentality.

In March 9th, Hai Lan's home announced the establishment of the "Hai Lan home" new design training fund for Chinese men's wear with Beijing Institute Of Fashion Technology, and presented it to 5 outstanding student representatives. We hope that we can work together to cultivate new strength and provide a market for cutting-edge and excellent design.

"Hai Lan's home understands the Chinese market and knows what most Chinese men are wearing. We should bring good and nice clothes to everyone and let the consumers. At the same time, we are determined to support young designers who have ideas. We know that only by constantly injecting fresh blood can we maintain the brand's longer development and enhance the taste of Chinese men's clothing. " Zhou Lichen said.

The information from Hai Lan home shows that at present, there are almost 3000~5000 SKU products. The huge volume needs to be designed and developed through special management methods. At present, there are nearly two hundred design units in collaboration with Hai Lan's home. This brainstorming development mode integrates the excellent resources of the whole society.

Zhou Lichen said, "remember Baseball League 2012. Jacket The purchase of mobile phones has just appeared, and it was not good in our sales market in 2013. But by 2014, the sales of such jackets had gone up by leaps and bounds, and by 2015, more than 50% of the sales of these jackets were baseball players. This is a very new and interesting phenomenon. The most fashionable designer has a time lag in the process of complete marketization. This reminds us that brand and fashion maintain a certain degree of viscosity is very necessary. It is necessary to optimize the relationship between independent creation and products and make some trial marketing and foreshadowing.

On the other hand, in addition to products, Hai Lan's innovation in the channel is also fully landing.

According to the information released in the annual report, in 2015, the company will further increase the layout of the electricity supplier. In 2014, the company set up an e-commerce company, and the electricity business revenue increased by 302% over the same period last year, and achieved the multi-channel layout of Tmall, Jingdong, suning.com, Amazon and other network sales platforms.

The company's direct franchise mode has strong ability to control and control terminals. The strategy of "sharing the same price at the same time" is the foundation and advantage of O2O mode. Hai Lan's home is building a CRM system that connects online and offline. If we can get through the online and offline lines, we will form a large volume of users with high viscosity.

A set of data confirms the success of this new channel: in 2014, the total sales volume of Hai Lan's home business was 420 million. In the year of "double eleven", the total sales volume was 91 million 980 thousand under the condition of no discount, an increase of 2000% over the same period in 2013.

Reporters interviewed learned that under the mode of direct battalion, Hai Lan's home can conduct real-time monitoring and analysis of national stores through big data.

"Sometimes it takes only a week for a style to be sentenced to death" in a shop. The power to switch goods is all at headquarters, so that our reaction speed will always be ahead of the market. Zhou Lichen told reporters.