Why Did Hai Lan'S Family Open Shop In 2016?

It is reported that in 2016, Hai Lan's family opened shop crazily, and there were 972 new stores in the first three quarters, equivalent to an average monthly opening of more than 100 stores. At the same time, there were more than ten billion revenue in the three quarters, ranking the top of the total retail revenue of the national garment retail industry in the first three quarters of 2016.

Hai Lan's home is deeply rooted in the position of "two times a year" and "men's Wardrobe". Why did Zhou Jianping, founder of the company who had to fight with UNIQLO, have to start shop crazily? Very few clothing brands can directly connect with a certain consumer group, but Hai Lan's home is stable.

The status of national brand.

Next, follow the world clothing shoes and hat net Xiaobian together to find out the details.

From 300 thousand to 80 billion

In 1988,

Zhou Jianping, the founder, took 300 thousand of the photo studio, contracted the third woollen mill in the town, and began to dress.

28 years later, the market value of the "woolen mill" has doubled 267 thousand times, and has grown to be the largest clothing enterprise of A shares with a market value of over 80 billion yuan, the Limited by Share Ltd of Hai Lan home.

In the financial analysis agency Standard & Poor's announced "the highest market value in the world".

In the list of top 25 companies, "Hai Lan home" from China ranks fourteenth.

In the first three quarters of 2016, Hai Lan's home with a net profit of 2 billion 414 million was also crazy to expand the number of stores.

At present, the brand stores of Hai Lan's home have reached 4962, covering 31 provinces in the whole country, covering more than 80% counties and cities.

"I'm going to fight with UNIQLO!" three years ago, in September 3, 2013, Zhou Jianping made a speech at the investor meeting.

In fact, the location of Hai Lan's home and UNIQLO is different. In Zhou Jianping's view, the development mode of "UNIQLO" is the goal of learning and imitation.

The so-called "challenge", he is more inclined to understand as a kind of self motivation or strong vision.

There are 972 stores in the opposite direction, and 99.8% are franchised stores.

With the rise of the clothing business and the slowdown of sales in the clothing industry, Hai Lan's home has quietly added 972 stores in the first three quarters of 2016, and has gone crazy to expand channels.

Among them, the "Hai Lan home" has increased by 556, and the "love of the rabbit" has increased by 239, and the "sea family" has increased by 177, and the total number of stores has increased from 3990 to 4962.

It is worth noting that only 2 of the 972 stores added by Hai Lan home are direct stores, and the rest are franchised stores.

In the first half of the year, the revenue of Hai Lan's home stores and shopping malls reached 7 billion 670 million yuan, compared with 142 million yuan in the outlets.

Franchisee dispute

As a large clothing enterprise with nearly 5000 stores, Hai Lan's home does not have a factory of its own.

Hai Lan's home works with hundreds of upstream suppliers, and the upstream suppliers produce products according to the company's design center.

In addition, this franchise mode is also controversial.

Public information shows that the joining conditions of Hai Lan home are 1 million yuan deposit for franchisees, and the operation of franchisees is directly managed by the headquarters of Hai Lan home.

Hai Lan's home can provide guaranteed returns to franchisees, ensuring that the franchisee's accumulated pre tax profit of 5 years is not less than 1 million yuan, and the franchisee must pay a franchise fee of 60 thousand yuan / year.

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