Hai Lan'S Home "Shanzhai" By Porcelain Or 9 Billion 400 Million High Inventory Nightmare Trip?

Recently, the draught of the public opinion that Hai Lan's family was pushed to was first known by Zhou Jianping's "angry shareholders", and now the "plagiarism" storm swept away the face.

In May 8th, the official public number of Chao brand ROARINGWILD issued in Shenzhen, "plagiarism is the art of the gate, the home of the sea is envious," and the HLAJEANS of the black whale tide is suspected of plagiarism.

There are box opening video and original rap. The comparison shows that the products are highly similar to the original ones.

Zhang Chen, director of ROARINGWILD's public relations department, told time finance. "Up to now, we have never received any official contact and apology from Hai Lan's home.

As a large listed company, such behavior will have a great negative impact on the industry.

We are now in touch with lawyers, preparing to take legal proceedings, and we hope that we can raise public awareness of originality and copyright protection through this matter.

According to reports, ROARINGWILD, founded in May 4, 2010 by six college students, is an original brand in Shenzhen.

During this period, the home of Hai Lan was quite calm.

Recently, the company held its annual shareholders' meeting in Jiangyin headquarters. Zhou Jianping, chairman of the company, was "angry at the small shareholders".

A small shareholder questioned the size and business mode of Hai Lan's home, and Zhou Jianping gave it back to him on the spot: "I have heard the cocoon of my ears", and the scale of revenue has not exceeded that of Hai Lan's home.

"No one is allowed to question Hai Lan's inventory problem. Our flat efficiency can even exceed ZARA and UNIQLO.

Hai Lan's mode is hard for others to learn. We are very mature. Why can't we learn? That's a problem of ability.

Zhou Jianping said.

Cheng Weixiong, general manager of shoes and clothing industry independent analyst and Shanghai Liang Qi brand, told time finance that the supply chain mode of Hai Lan's home decided that its brand product selection was affected by suppliers. Suppliers also had other brands developing products as their own products to provide brand manufacturers to choose the order production.

This situation is not just the existence of Hai Lan's home, but also exists at home and abroad.

Time finance is about plagiarism. The Secretary of the board of directors of Limited by Share Ltd and the representative of securities affairs of the company of Hai Lan, a listed company, said they would not answer the question.

Shanzhai Wang?

Zhang Chen, head of ROARINGWILD's public relations department, said that this is not the first time that Hai Lan's family copied the works.

In the company's official public tweets, he accused Hai Lan's home: "is it simple to understand young people that it is good to copy these clothes and sell them at a low price?" this preaches that it has become a brand that understands young culture and provides personalized products. We do not recognize the concept of cottage as a trend of cost performance for understanding business rules and values.

With the continuous fermentation of the incident, Hai Lan's home soon entered the high ground of public opinion and entered the hot search day.

Zhang Chen said, "actually, we did not simply say that we copied this matter, nor did we want to lead more public opinion.

As a large company, the influence of Hai Lan's home on the whole society and the whole industry is enormous. We hope to raise public awareness of originality and copyright protection by this matter.

ROARINGWILD said in the tweets that the plagiarism incidents have become commonplace both at home and abroad. Even the plagiarism party has long thought of the countermeasures to guide the public to the brand of accusation of plagiarism.

In fact, it is self speculation, so that the plagiarism and the word "hot" and other words linked, so dumb eating.

Hai Lan's home is a big surprise to the public.

Some netizens said that his family had Hay Lan's home and copied the Muji.

In fact, what the netizens call Hai Lan home is home life brand Hai Lan optimization, and some media call it China's copycat version of Muji.

In recent years, the family of Hai Lan is actively developing towards "younger age".

In 2017, Hai Lan's home code created four new brands, namely young men's fashion brand HLAJeans, light luxury business men's wear brand AEX and women's wear brand OVV, and life home brand Hai Lan optimization.

According to the Red Star news report, Hai Lan's family was accused of openly copying H&M, Tibi and HelmutLang.

Cheng Weixiong said that local enterprises are learning more than Handan.

Simply copying plagiarism is helpful for short-term business, and has a gorgeous concept for listed companies, which can package and continue to flicker investors. It doesn't seem like God created many local brands, Li Gui.

9 billion 400 million high inventory

The home of Hai Lan, known as "man's Wardrobe", was founded in 1997.

According to public information, Hai Lan home is a consumer brand operation platform company mainly engaged in brand management, supply chain management and marketing network management. Its company owns HLA retail brand (its main brand), SANCANAL's business dress brand, EICHITOO's women's clothing brand and HLAJEANS brand.

According to the 2018 annual report, Hai Lan's family realized 19 billion 90 million yuan in business revenue, an increase of 4.89% over the same period last year, and a net profit of 3 billion 455 million yuan to its parent company, an increase of 3.78% over the same period last year. Net profit after deducting the net profit was 3 billion 268 million yuan, down 0.63% from the same period last year.

According to the relevant media statistics, from 2014 to 2018, the net profit of Hai Lan's home was 2 billion 374 million yuan, 2 billion 953 million yuan, 3 billion 123 million yuan, 3 billion 328 million yuan and 3 billion 450 million yuan respectively, though it is still increasing year by year, and the growth rate has obviously slowed down.

At the same time, inventory accumulation has also become a major reason why Hai Lan's home has been criticized.

In 2014-2018 years, the inventory balance of Hai Lan's home was 6 billion 86 million yuan, 9 billion 580 million yuan, 8 billion 632 million yuan, 8 billion 493 million yuan and 9 billion 474 million yuan respectively.

In the past five years, the annual revenue of Hai Lan's home is 12 billion 338 million yuan, 15 billion 830 million yuan, 17 billion yuan, 18 billion 200 million yuan and 19 billion 90 million yuan respectively, and the ratio of stock to revenue is 49.3%, 60.5%, 50.7%, 46.6% and 49.6% respectively.

Compared with the clothing industry, the share of red bean stock accounts for about 39%, while that of the seven wolves is about 16%.

According to China net, chairman Zhou Jianping's "Hai Ren Lan" model, which is "difficult for others to learn", is the main reason for the sharp increase in inventory and the sharp decline in profits.

The so-called Hai Lan home mode, in fact, is to outsource production links and store stores to join the franchise mode. Hai Lan's family concentrates on brand building, channel management and supply chain management.

In other words, Hai Lan's home is not a "producer" of clothes, but a "Porter" of clothes.

At the same time, the loss of assets of Hai Lan home in 2018 amounted to 383 million yuan, up 202.97% over the same period last year.

Hai Lan's home also admitted that the change in the cost was mainly due to the increase in the provision of inventory depreciation in the current period.

For the problem of excessive inventory, Hai Lan's sales department official told the media that the inventory calculation method of Hai Lan's house is essentially different from some other garment enterprises in the same industry, so it can not be simply compared: the brand franchisees of other companies in the same industry "return and exchange goods themselves", and only direct stores are resolved by the group.

They have a risk pfer problem to franchisees, and at our Hai Lan's home, we take our own risk.

In the context of slower performance, Hai Lan's home is also undergoing a series of pformation.

At present, Hai Lan home, located in a diversified road, has developed business in women's wear, children's wear, home and overseas.

It is worth mentioning that Hai Lan's home financial report shows that in 2018, the company's R & D investment was only 49 million yuan, accounting for 0.26% of the revenue.

A sharp contrast to R & D input is high publicity costs. In 2018, Hai Lan's advertising expenses amounted to 627 million yuan, which was 5-10 times the same as that of seven wolves and nine shepherds in the same period.

Cheng Weixiong believes that the mode of Hai Lan's home does not design and develop itself, but it only receives goods directly from the factory. This is also the reason why the cost of research and development is low.

This will also lead to the lack of personalization of the brand, and more and more brands begin to adopt this mode, resulting in the loss of the original competitiveness of the Hai Lan home.

Cheng Weixiong further said that the direction of diversification of multiple brands is right, the problem is that the main brand of Hai Lan home has many problems in its existing operation mode.

The problem of product homogenization is serious. It is only the brand's own grasp, the channel is handed over to the channel providers and the products are delivered to the suppliers. The operation efficiency of the brand is naturally affected by the gradual expansion of the scale.