Innovation Of Hai Lan's Home

The group is a famous worsted and woolen manufacturer in China.

In the process of advancing, Hai Lan group launched the new retail format of "Hai Jia family" creatively, which caused an earthquake in China's clothing retailing industry.

After more than 20 years of development, China's men's wear market has matured. The profit level of the whole industry has been approaching or the same. The market competition is becoming more and more intense. Many men's wear brands are showing stagnation and declining sales. Many enterprises are looking for a way out.

Hai Lan group not only finds new economic growth points for itself, but also provides rich experience for the domestic wool textile industry to enter the commercial field.

During the eighth Jiangsu International Fashion Festival, the reporter interviewed Zhou Jianping, President of Jiangsu Hai Lan group. When Zhou Jianping introduced the situation to reporters, he revealed some secrets of the prosperity of "Hai Lan's home".

"Hai Lan home" pioneered the "no interference, self selected" clothing buying mode.

Men shop only if they want to buy them, buy them when they look at them, and don't like people who follow you and stare at you.

"Hai Lan home" abandoned the traditional "man to man" shopping guide mode, but provided consumers with an undisturbed and free purchase environment.

"Hai Lan's home"

The products are classified according to their varieties, sizes and specifications, and have a clear shopping guide. Consumers can choose clothes according to their height and shape.

"Hai Lan House" is also equipped with a bell in the rack and fitting room. If you need the service, just press the bell, and the professional service staff of "Hai Lan House" will come to you in the shortest time to provide you with excellent and considerate service.

It is this relaxed and convenient purchase experience that makes more male consumers willing to come to "Hai Lan home", choose a shirt for a suit, choose a shirt and choose a tie, choose a tie and choose a leather belt to avoid the tedious shopping in many stores, and become a fashionable and convenient "one-stop" consumption.

The chain of "Hai Lan's home" is not only "Lian" but also "lock".

At present, many clothing chain brands have the problem of "Lian" instead of "lock", that is, the image of "Lian". There is no uniform price and no unified service.

"Hai Lan home" insists on unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified training, unified settlement, and unified chain operation and management of the whole country.

This kind of nine unification that was strictly implemented, "Lian" lived in the brand, "Lian" lived in the image, "Lian" lived in the product, "Lian" lived in the service, and also "locked" the management.

Every store in "Hai Lan home" can operate according to the standardization mode of the company. Every department of the company can also serve the store according to the standardized business process. Standardization has become the guarantee of the copy of "Hai Lan's home" store.

Hai Lan group opened its first "Hai Lan home" chain store 4 years ago, rapidly growing from an unknown store to a Chinese brand.

So far, "Hai Lan home" has set up nearly 300 stores in the country, and sales are rising steadily.

In March 2006, "Hai Lan home" won the "Second China clothing brand annual award" Marketing Award.

Xie Ming, President of Jiangsu Textile Industry Association, summed up its successful experience in three brand new developments: first, the new format; a fabric manufacturer characterized by new retail formats, creating new channels for brand building; two, new technology, "sea alone" launched the "sea only" machine washable wool suit, breaking the tradition that only high-grade woolen suits can only be dry cleaned, and three is creative new. Hai Lan group has created a "Chinese costume creative design Hai Lan internship garden" activities with a series of universities in China to cultivate the stamina for independent innovation and become an important measure to enhance the brand.