Hai Lan's Home: To Create A Complete Industrial Chain &Nbsp; A New Model To Help Marketing.

Hai Lan group started with wool spinning and entered the garment industry in the middle of 90s. After more than ten years' development, Hai Lan has risen rapidly in the domestic garment industry. It has become one of the largest high-end men's clothing production bases in China. It has formed 3 million sets of Western-style clothes, 4 million shirts and 15 million M middle and high grade fabrics. Since 2002, Hai Lan group has entered the top 5 sales and profits of China's apparel industry for 7 consecutive years.

At the same time, Hai Lan group is also a successful example of the transformation of domestic wool textile enterprises to the garment industry, and gradually develops from upstream fabric enterprises to brand integration. Founded in 2002. Hai Lan's home "Is a new brand of the group, which has gone beyond the connotation of traditional clothing brand since its birth, and has been striding towards the direction of marketing brand, service brand and chain retail brand. Mass consumer groups 。

This is the first time that Yu Hai LAN has proposed the new concept of clothing design systematically in the industry, that is, clothing research and development starts from the wool at the front end, forming a complete industrial chain from wool to clothing products. The product is experiencing the purest circulation, and every link is its own resources, thus transforming it into a new pattern of "pasture - Workshop - buy field", effectively controlling the cost and quality of products.

"Hai Lan's home" is brand new. Self purchase mode It also opened up a new page for the history of Chinese clothing marketing. In the store of 200 to more than 1000 square meters of Hai Lan's home, all clothing and clothing products of adult men are displayed throughout the year. Consumers are over 18 years of age and 100 years old. At the same time, the traditional "man to man" shopping guide mode is abandoned, providing consumers with an undisturbed and free buying environment, creating a stylish and convenient "one-stop" consumption. In 2006, "Harean house" won the "2004 Oscar 2005" award of the Chinese clothing brand annual award "Marketing Award".

"Hai Lan home" adopted. Fully Managed Of Franchise mode The sales and management of all franchised stores are managed by the management team of Hai Lan's home, and the franchisees need not worry. Hai Lan's home has opened nearly 1300 stores in all parts of the country. More than 90% of them are franchisees, and sales in 2006 are close to 1 billion yuan. They are on the top of Jiangsu men's clothing sales.