What'S The Secret Of The Operation Of Hai Lan'S Home In The First Quarter Of 2015? 4 Billion 580 Million

Hai Lan's home 2015 quarterly report shows that the company achieved 4 billion 580 million operating income in the first quarter of this year, an increase of 72% over the same period last year.

Last year, China

Under the downward pressure, many stories have been staged, and these stories have promoted the development of the industry.

At present,

The market value exceeds 70 billion yuan, and has become one of the leading enterprises in China's clothing industry.

By the end of 2014, Hai Lan's home had opened more than 3500 stores in the country, and the total retail sales increased by over 40% over the previous year.

Such a remarkable achievement has made Hai Lan's home worthy of the 2015 China clothing award.

This is also the third time that Hai Lan's family has won this award.

Business path determines success or failure

In the development of Hai Lan House, it is recognized that cheap labor and complete supply chain can achieve the reputation of China's "world factory", but now China's manufacturing advantage has gradually weakened.

Based on the trend of saturation of China's garment manufacturing industry, Zhou Jianping, Helen's helm, is determined to focus on the core competitiveness of brand management, supply chain management and marketing network management.

In his view, only the revolution of business model can bring brand innovation.

As a result, Hai Lan's home began to integrate nearly 300 external suppliers, integrating suppliers, franchisees and companies into a community of interests, realizing the virtuous cycle of each link in the industrial chain and its respective benefits and common development.

The production of "outsourcing" has made Jiangyin's brand manufacturing link move out of the inch of gold, and the enterprise headquarters can concentrate on the logistics, brand, design, management and other aspects.

The design team of several hundred people gathered in the research and development building of the Hai Lan home can be called the "central army" of the brand, focusing on the macro design and overall planning. Every year in Milan, Paris and other fashion week, they have their own figure.

Nearly 300 suppliers, as "local army", focus on micro design and show fresh ideas.

After the macro and micro docking, the enterprises will choose, modify, invite tenders from the sea, and finally decide the production orders based on market performance.

Headquarters brand led, double-layer concurrence, optimized allocation and continuous research and development innovation ensured that Hai Lan's home won a larger consumer group.

Grasp the "source" and "flow" to make strong product sales.

"Hai Lan's home does not produce ready-made clothes, but all the more than 3500 stores must be sent to all parts of the country after the new bridge is distributed."

The description of the staff of Hai Lan home is curious. For commercial chain system, the two links of "source" and "flow" are very important. What role does the Hai Lan home headquarters in Xinqiao play in the orderly connection between them?

Following the guidance of the management staff, the reporter found the answer in the logistics garden of Hai Lan home.

Entering the huge warehouse is not a common sight of employee unloading. The pport rack with empty boxes above the ground and the pportation of goods on the ground are running in sequence. Nearly 300 suppliers from all over the country have been assembled and put into storage, and the outer packaging with the words "Hai Lan home" has been replaced.

In addition to a small number of scanned personnel and forklift workers, the popularity of the warehouse is not "vigorous".

"Smart viaduct warehouse project" was put into use last year. The total project design inventory reached 1 million 464 thousand boxes, and its storage capacity was 7 times that of the original flat library. The WMS logistics management system was developed by the world's first logistics equipment integrator, Tektronix Inc, and is currently unique in the field of domestic clothing.

This indicates that the traditional storage mode of Hai Lan's home has been a history for many years.

Song Jianjun, director of storage and pportation center of Hai Lan's home, explained the magic of the system to reporters.

Under the new mode, the workload of the original six hundred people now needs only one hundred people. The goods that have been sent out in 24 hours only now need 8 hours.

All the products of Hai Lan's home are provided by nearly 300 external production enterprises. It is the complete burden reduction on the "source" that enables enterprises to write articles skillfully on the "flow".

"For example, every commodity sold by all the stores in the country needs to flow through" to be given the value of the word "Hai Lan home", and the upgrading of the logistics level will also make the sales of products more controllable. "Four

Introduction to the staff of Hai Lan home.

Image management, create national brand

In every commercial area of the city, we can find the shadow of hahalun's home: free and relaxed shopping environment, which allows customers to choose at will.

"Store appearance, product display and service quality will not change any time because of being in a bustling metropolis or remote small town."

Zhao Ping, head of marketing department at Hai Lan home, looks at the infinite power of standards, and the "shop side" is the deliberate choice of corporate image management, just like Japan's.

The GAP of the United States and ZARA of Spain are recognized as national brands by various countries.

It is the business philosophy of Hai Lan's home for 13 years that "the broad and boundless and vast and magnificent business" is the business philosophy that has always been adhered to by Hai Lan's home. By focusing on logistics, brand, design and management, outsourcing the production process, integrating the social productivity resources, and creating an industrial chain strategic alliance, the brand has pformed from traditional production to service economy and headquarters economy, and has gone out of the road of benign pformation and upgrading.

Hai Lan's family firmly believes that we must insist on letting every man enjoy the fashionable clothing of value for money, firmly grasp the advantages of cost-effective products, expand product sales scale and market share, and form a multi-level competitive advantage from talent to resources, from channel to brand, from speed to efficiency, from traditional management to mode innovation, so that we can make Hai Lan home a national brand of Chinese men's wear.

Entertainment marketing for all

"The national brand of men's clothing" Hai Lan's home is to catch up with the entertainment marketing channels of the whole nation. This year, in particular, the professional design team was designed for the second season of running brothers, and the Star Costume was designed. Inspired by the design inspiration, the spirit of "running up, you can win" is highly consistent with the business philosophy of "constantly denying yourself and always striving for excellence" by Hai Lan's home.

Hai Lan's home launched the propaganda war in 2015 with the popular marketing method.