Business Pformation, Marketing Strategy... Has The Pformation Of Hai Lan'S Home Been Successful?

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Generally speaking, Hai Lan's family relies on business pformation and marketing strategy to stimulate growth in performance. It always feels a bit temporary.

With Chinese costumes

Increasingly saturated, competition is increasingly fierce, and domestic

The brand began to turn to Southeast Asia with greater potential.

After the initial success of YISHION, Urban Revivo, Anta and other domestic brands in the Southeast Asian market, the domestic clothing group Hai Lan's home began to accelerate its overseas expansion this year.

In May 18th, HLA, Singapore's first store, opened at Suntec City Mall, with an area of 350 square meters.

The overall design style of the shop is simple, and the white line is chosen as the main color, supplemented by black and gray.

The door also changed the Chinese character + English yellow label, displaying only the white "HLA".

This marks Hai Lan's home HLA as China's national brand, overseas.

The expansion process is accelerating.

You know, since the first overseas store opened in Kuala Lumpur, Malaysia last July, in less than a year, it had 9 stores in Malaysia.

For Singapore, Hai Lan's home is considering Singapore as the hub of the "maritime Silk Road". Its consumer market is mature and its fashion sensitivity is high. It also represents the higher pursuit of the quality and fashion of the garment industry in the high-end market in Southeast Asia.

Singapore is also home to HLA, one of the most important overseas development strategies of "taking root in Southeast Asia, radiating Asia Pacific and focusing on the world".

According to Hai Lan's home, in the second half of this year, Hai Lan's home HLA will also enter the Thailand market.

In the next 3 years, it will continue to conquer cities in Singapore, Malaysia and Thailand, and gradually realize the strategic goal of "March at the beginning of New Zealand", and comprehensively enter Southeast Asia, move out of Asia and move towards the world.

The way of pformation of Hai Lan's home

Since the Hai Lan group entered the "Zhou Lichen era", the young young man who took over the father's business empire led the family of Hai Lan, originally known as "the old man's Wardrobe", and began a series of vigorous young pformation since 2016.

Previously, the growth of performance has slowed down. What is the pformation effect of the brand old Hai Lan home?

Hold high the banner of marketing, "old man" online tide man.

The family of Hai Lan intends to pform the mind of young people first from the spokesperson, from Yin Xiaotian to Du Chun, Lin Xin, Chen Xiao, and so on.

Especially in April of this year, Taiwan advertising queen Xu Shunying ran the new brand advertisement of Hai Lan's home. She asked Lin to update a series of cool fashion fashions, which greatly upset everyone's impression of the local flavor of Hai Lan's home.

Recently, Hai Lan's home has invited Chen Shuo, the gold medal director of tongue tip 2, to shoot a new brand promotion film "scenery King Qian". The short film shows the exquisite and comfortable product with meticulous lens, and once again raised the brand image of Hai Lan's home.

In addition, Hai Lan's home also sponsored young brains such as the strongest brain, the great challenge, the masked singing, Chaichaichai, Mars intelligence 2, and so on, and loved to watch popular variety shows, and strengthened the connection between young people and brands through the attention and hot spots of the program, so as to promote consumers' recognition of the brand of Hai Lan's home.

It is not easy to be younger when the financial reports are not excellent.

The road of pformation has gone through a year. On the Internet, the "ridicule" of the old man's wardrobe is fading away. Is the market performance on line like that of online marketing?

However, some regrettable is that Hai Lan home's most high-profile pformation in 2017, its earnings report is not outstanding.

In 2017, the growth in operating income and net profit continued to decline in 2016, with the growth of 7.06% and 6.6% respectively, with revenue and net profit reaching 18 billion 200 million yuan and 3 billion 329 million yuan respectively, while gross profit fell 0.25 percentage points to 39.63%.

From 2014 to 2017, the revenue growth of Hai Lan's home was reduced from 72.56% to 7.06%, which is shocking.

Worse still, the revenue of Hai Lan's single store is also declining. In 2017, Hai Lan's brand single store business income was 3 million 573 thousand yuan, which was 3.47% lower than that of 2016's 3 million 702 thousand yuan.

In addition, although the men's clothing of Hai Lan home is pformed into the "wardrobe of young men", the online flagship store style of Tmall has also been adjusted to a young business fan.

However, more than 5000 of its offline stores are not so easy to adjust, and the brand name attracted by online marketing enters the line store of Hai Lan's home, and finds that even the updated poster is not able to live in the "middle-aged and old style".

Why is it hard to get rid of the old-fashioned style on line? But this is related to the inventory problem of Hai Lan's home.

In order to meet the needs of consumers,

Enterprises need to constantly introduce new products, and it is impossible to reduce inventories by stopping production raw material imports and suspending production as other industries do. Therefore, the inventory of Hai Lan's home has been running at a high level.

In addition, in 2017, the total R & D investment of Hai Lan home accounted for only 0.21% of the total revenue, far less than 3.4% of its advertising and marketing fees, and the development of new products was far from enough.

Generally speaking, Hai Lan's family relies on business pformation and marketing strategy to stimulate growth in performance. It always feels a bit temporary.

Because now the era of domestic marketing is king is gone forever. For clothing brands, design and quality are lifeline.