Hailan Home Will Refine Product Development And Precisely Position Customer Needs

M&A, capital restructuring, sale of subsidiaries, IPO listing, separation of clothing industry, repositioning The frequent actions of garment enterprises only accelerate the transformation and upgrading of the garment industry. At the same time of "large quantity" and "fast frequency" of capital operation in the clothing industry, the hand, scale and "level" of capital operation will also be improved simultaneously, so as to better promote industrial integration and upgrading. Hailan Home, known as "men's wardrobe", repositioned its brand to seek new development for the clothing industry.

First quarter financial report of Hailan Home

According to the reporter from China Garment Network, in the first quarter of 2017, Hailan Home realized an operating revenue of 5.158 billion yuan, up 0.55% over the same period of the previous year. The net profit attributable to shareholders of listed companies was 1.01 billion yuan, up 5.47% over the same period of the previous year. The net profit attributable to shareholders of listed companies after deducting non recurring gains and losses was 1.001 billion yuan, up 8.41% over the same period of the previous year. Among them, the main brand income of Hailan Home was 4.37 billion yuan, down 0.6% from the same period last year, and the women's clothing brand Aiju Rabbit's income was 197 million yuan, up 55.3% from the same period last year.

Revenue data of Hailan Home brand in 2016

It can be seen from the data that the income growth of Hailan Home has slowed down, but the growth of women's clothing brand Aiju Rabbit is remarkable. The income growth of Aiju Rabbit was not only outstanding in the first quarter of 2017, but also showed certain advantages in the 2016 annual report. The operating income in 2016 increased by 67% over the previous year, which greatly improved the performance of Hailan Home.

According to the analysis of Haitong Securities, in recent years, Hailan Home has gradually targeted young consumers, and will improve the quality and design of clothing to meet the current young fashion trend, and subdivide products for people in different regions. This plan was implemented in March. Hailan Home launched the cotton and linen series and invited Lin Xinwen to speak for it. The advertisements were directed to subway stations in major cities. This move has aroused great response from young consumers. Some netizens said that the world is changing, and the advertising style of Hailan Home has also changed; More netizens said that it is just around the corner to become an international fashion brand in the changing Hailan Home.

Lin Gengxin endorses cotton and linen series

This change has a lot to do with Zhou Lichen, the new president of Hailan Home in February this year. Zhou Lichen entered Hailan Home and took over the advertising business from 2012. He changed the advertising strategy, connected advertising with television and the Internet, and became the exclusive clothing sponsor of Running Brothers and The Most Powerful Brain, as well as the co sponsor of Masked Singer and Mars Intelligence Agency, send Hailan Home The brand IP frequently appears in front of consumers. Zhou Lichen also gradually changed the brand positioning strategy to make it more suitable for post-80s and post-90s consumers.

Gao Hao, director of the Global Family Business Research Center of the Wudaokou School of Finance, Tsinghua University, once said, "After Zhou Lichen took over as president of the Group, on the one hand, he should consolidate and strengthen the Group's own business, innovate in the traditional clothing industry, and play the role of successor; On the other hand, as a strategic thinker, consider how to enter the field with greater market potential and development space to realize the strategic transformation of the enterprise. "

Zhu Weiming, an expert in fashion brand and business model research interviewed by China Fashion Network reporter and executive director of International Fashion Research Institute of Zhejiang University of Technology, said that traditional brands lack youth, experience and effective communication, which makes it difficult to keep customers fresh. In the era of fragmented and personalized Internet, fashion brand, originality Internet celebrity IP has become the label of consumers in this era. Clothing enterprises do not change the traditional operation mode and operation mode, which is difficult to attract consumers' attention and resonance. As one of the traditional brands, Hailan Home has seen its problems gradually changed. It has moved closer to the Millennials both in terms of operation mode and advertising investment, and has caused great response from young consumers, which is successful.

In the future, Hailan Home will refine product development, accurately position customer needs, and is expected to try different styles through new brands. It is reported that new brands of Hailan Home are expected to be launched successively from August to October, including Light commerce (Men's wear), Chaopai (men's wear), Home Furnishing House (similar to zarahome) and Children's Wear (launched under iju Rabbit) will all have pilot projects. We hope to get consumer feedback through the pilot projects, so as to better understand the direction of the incubation of new brands of Hailan Home.

In 2016 and the first quarter of 2017, Hailan Home Women's wear The brand Aiju Rabbit has a strong performance and is expected to maintain a rapid growth in the future. Hailan Home should seize this advantage to actively accumulate women's clothing operating experience, and draw on the outstanding talents in the domestic women's clothing industry to further enrich the women's clothing brand line, not only in line with the direction of new brand incubation, but also develop different clothing styles to expand the market to a wider range.

"The financial resources are inexhaustible, and the business is thriving." Through professional and efficient work and careful review by experts from the Bid Evaluation Committee, Shangge Technology finally confirmed its bid for the RFID tag procurement project of Hailan Home.

In 2017, the bidding meeting for RFID tag suppliers of Hailan Home was successfully held, and Shangge Technology successfully became one of the RFID tag suppliers of Hailan Home with many advantages. The scale of this electronic tag purchase project is 150 million pieces. The RFID project of Hailan Home will have a huge impact on clothing and other retail industries, bringing consumers a more convenient, fast and intelligent service experience.

"Home of Hailan" is a clothing brand of Home of Hailan Co., Ltd. Since its launch, the brand new marketing model of nationwide chain, super large scale and men's clothing has triggered a new revolution in China's clothing market. Its market positioning is affordable and high-quality, and the selection of goods with various styles and varieties is non-interference The way of self selected clothing purchase quickly won the popularity of consumers, and created a distinctive brand image of "Hailan Home -- Men's Wardrobe".

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