Hai Lan'S Home: It'S Not Clothes, It'S Offline Traffic.

Nowadays, it is said that the "real economy" is no longer feasible.

Went bankrupt.

Without doubt,

Also facing the dilemma of bankruptcy.

Even so, some brands can survive and face difficulties in a calm way. Physical shops are closed to individual brands and cannot be directed at all.

The most valuable clothing companies in China's A shares -

。

According to the current valuation, the market value of Hai Lan's home is about 40 billion.

At present, the local clothing industry is not very good at the day, but Hai Lan's home is still running crazily. Now there are over 3000 stores.

Brand value 11 billion, clothing first brand

The 2015 Hurun brand list released by Hurun Research Institute, the brand value of Hai Lan's home is 11 billion yuan, and its brand value is 41% higher than last year, accounting for 17% of the market value.

Hai Lan's home ranked 72 in the list of the 2015 most valuable Chinese brands in the Hurun Research Institute, up 1 from last year.

In addition, Standard & Poor's, the world's authoritative financial analysis agency, released the list of the top 25 apparel companies in the world market in December 29, 2015. The Chinese men's brand Hai Lan home ranked fourteenth in the market value of US $9 billion 498 million.

Targeting the market and creating men's wear brands

How men dress has become an important topic. This is not only a way to attract the opposite sex, but also a successful display of men.

Decent dress can well embody personal taste and personality. Different styles, materials and colors have different collocation skills, and match with their physique and personality. Otherwise, good clothes can only be used to imitate themselves.

So men also pay more and more attention to the choice of clothing, and the market for men's clothing is also growing.

Since the establishment of the brand in 2002, Hai Lan's home has only one thing to do, that is to produce a top-notch garment for Chinese men, who is closely related to the market, quality and cost performance.

Huang Qi, who is responsible for product research and development, said: "we know very well about the shape of Chinese men. Ten years ago, we built our own human body database. Our suits can be 40 yards, and the other brands are 8 yards at best, and the world's highest is 36 yards."

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From "men's Wardrobe" to "Chinese men's wear national brand", Hai Lan's home has a clear insight into men's psychological characteristics of buying clothes. Through the comprehensive selection, high-quality clothes, people's price and relaxed shopping experience, the most understanding man's heart and men's type.

In 2015, the three quarter of Hai Lan's home business achieved a business income of 11 billion 325 million yuan. In the current downturn of the clothing industry, Chinese consumers voted directly for the family of Hai Lan with the purchase behavior, which made the success of the Hai Lan home's contrarian growth.

Never discount, the main line is three or four cities.

At present, the local clothing industry is not very good at the day, but Hai Lan's home is still running crazily. Now there are over 3000 stores.

Hai Lan's home never discounts, and at the beginning of its pricing, it allows consumers to take the popular route, but the price of close relatives does not mean a reduction in quality requirements. Hai Lan's home has the most stringent quality control standards in the industry.

Zhou Jianping once explained that sometimes consumers are afraid to buy new models in order to wait for the right price.

Hai Lan's home is not discounted, and consumers can make decisions on their own.

As a result, the company takes the goods in time, and naturally there is no inventory disaster.

In addition, Hai Lan's family does not have many competitors.

Friends from north to Shanghai may be very strange, because almost no one wears the family of Hai Lan.

Because Hai Lan's home is now the three or four tier city, and the first tier cities are not common.

Because it is the main male, so there are differences with other brands such as UNIQLO.

That is to say, in fact, there is no direct competitor in Hai Lan's home.

Online and offline dual channel marketing

Many traditional enterprises that encounter the impact of the Internet are at a loss: the volume of traditional entity shops is less, but the problems of rent, water and electricity, wages have not dropped, and the problem of declining performance and low profits has come. What should we do? Some enterprises have chosen to close down the loss stores and reduce the business area, so as to avoid the continued drag on their performance.

The gameplay of the home of the Hai Lan is to play with a garment supplier and a franchisee.

In the upstream, all garment designs are provided by the supplier's designers.

After the completion of the supplier's design, the headquarters of the Hai Lan home is required to be audited by the head designer.

If two clothes are not sold out in season, suppliers need to buy them back.

In the lower reaches, opening stores with open affiliation is different from the general clothing brands. When franchisees pay the franchise fee, they still need to pay the salaries of the shop assistants. Moreover, they do not need to participate in the management and management of the stores themselves.

It can be said that Hai Lan's home sells not clothes, but the ability to integrate clothing supply chain and manage stores. It belongs to the light asset mode.

It's not clothes, it's offline traffic.

Hai Lan's home sells clothes, but not clothes.

The bottom line of Hai Lan's home is not the difference in the price of clothes.

Zhou Jianping once replied, "who says I sell clothes?"

The essence of the electricity supplier is the circulation business. With the flow and the entrance, you sell advertising and do marketing. All of them are making money. Baidu's advertising, Ali's Taobao, is essentially a traffic business.

The key is, what is the circulation business under the line?

There are more than 3000 stores in Hai Lan's home, and now they are talking about O2O. They are all talking about the revaluation of the physical store, because the shop itself is a big advertisement, which is the entrance of circulation. Moreover, the more than 3000 stores of Hai Lan's home are in three or four line cities. In the three or four line cities, the commercial center is very concentrated. You open a store, and the whole city soon knows it. This is traffic.

With the flow, everything else is easy to handle.