Hai Lan'S Home "Feather Show" And Consumers' Alternative Communication

　 Build a brand that is rooted in the consumer's heart.

　　 Down Jackets As a necessary single item for men's wardrobe, it has always been the first choice for many clothing brands to open the winter men's wear market. Nowadays, keeping warm and cold is no longer the only attribute of down jacket. With the improvement of Chinese men's clothing taste, they also put forward higher requirements for the version of down jacket. "Warm" and "type" should be taken into consideration. Both quality and benefit can be used in the category of down garments. Men's wear The market is invincible.

In traditional cognition, if a down jacket wants to keep warm, it will inevitably fill many eiderdown, which is accompanied by inconvenience and overstaffing. Recently, a "wonderful quality" feather exhibition at Hai Lan's home in Zhengda square, Shanghai, broke the shackles of this established thinking. Sponsor? Hai Lan's home With a wonderful feather down exhibition, the delicate relationship between the quality feather and the beauty degree is presented, and a feather collar fashion show, which is jointly illustrated by Chinese and foreign models, shows the brand's attractive charm of this winter warm man, with both temperature and grace. The price of 328 yuan in the commercials is more impressive.

Such a creative and interesting exhibition of Hai Lan's family highlights the superiority of the category, professional and self confidence, and believes that this will also play a bugle call for the enterprise in the down jacket men's market.

　　 Secret travel, deep communication

In from November 4 to 9, 2014, Hai Lan's "extraordinary quality" feather show was launched in Shanghai's Zhengda square. The magnificent and dreamy exhibition hall attracted many visitors.

The exhibition will be defined as a journey of secret travel by the Hai Lan's home. It will get rid of the dull sermon meaning and originality. The whole exhibition focuses on the three themes of "down feather", "personal interaction experience", "feather collar fashion show", and shows the performance and connotation of feather products beyond imagination through the new and interesting installation art. It not only provides consumers with a platform for free learning, understanding, interaction, and experience, but also enables consumers to intuitively see the real quality of the quality of the quality of the sea Lan's home. This is a special trip for the consumers to create the feather. The clever and interesting means have achieved close communication with consumers and released the strong signal of the Hai Lan's home to send down the down category.

Mind determines quality.

As a national brand that focuses on men's wear, Hai Lan's home has always thought that Chinese men provide a comprehensive and excellent dressing experience. It is not only the most suitable version for Chinese men, but also the best choice in the selection of accessories. The "extraordinary quality" feather exhibition, Hai Lan's home is to use "quality" to open the men's clothing market of Hai Lan's home down clothing category, to "quality" and "benefit" to China's broad male masses.

Mr. Huang Qi, director of design for the down jacket of Hai Lan home, said in an interview that Hai Lan's home made every effort to make every garment. The quality of the sea Lan's family down jacket was not only filled with high content and high fluffy down eiderdown, but even a small zipper had to undergo several hundreds of thousands of opening and closing experiments to ensure durability. Even a small button was going to test and open when it opened and closed. The sound of flapping noise determines the quality of the steel inside the button.

The sincerity of the clothing determines the harsh production process of Hai Lan's home, which also ensures the quality of the clothing of Hai Lan's home, so that Hai Lan's family dare to stand up and communicate with consumers on deeper quality.

From national brand to world

Hai Lan's home as early as 2002 in order to create a real national brand layout. From the establishment of China's first clothing store of self purchase by volume, to more than 3000 stores now covering the whole country, from single business men's clothing to today's suits, cotton padded clothes, coats and shirts. T-shirt Underwear, belts, neckties, scarves, shoes and socks and so on 17 series of more than 5000 varieties. Hai Lan's home has constantly created the quality of men's wear for men in China, and optimized men's shopping experience. "Hai Lan's home, men's Wardrobe" has been recognized and recognized by more and more people.

In April 2014, Hai Lan's home came to market with shell technology. Its market value exceeded 40 billion yuan and became the largest clothing company of A shares. Hai Lan home related people said that after the completion of asset securitization, for Hai Lan's home, it can save two hundred million or three hundred million yuan of advertising fee per year. For the supplier, it guarantees the sales volume of the product, and for Chinese consumers, the most intuitive feeling is the high cost performance of the Hai Lan home clothing. "Parity" is the commercial feature of Hai Lan's home in recent years, so that every Chinese man can buy the most quality costumes at the lowest price. This is also a business gap that any other clothing brand can't overcome.

Mr. Zhou Jianping, chairman of Hai Lan's home, once said, "never be a layman". In the past more than 10 years, Hai Lan's family has been working hard in the old bank. But that does not mean there is no breakthrough. Supermarket chain operation, e-commerce, independent brand, business chain...... Almost every year, businesses are crossing new areas. In Mr. Zhou Jianping's grand blueprint, Hai Lan House, the Chinese national garment enterprise, will represent the Chinese manufacturing of garment industry to the world.

Any brand going to the world must have its own cultural core as well as emotional communication with consumers in addition to quality. In 2014, the father's day emotional marketing campaign for "fatherly movement", "one gram of warmth" compassion donated to the public welfare action of teachers and students in poor mountainous areas, and this wonderful exhibition of "quality extraordinary" feather, and the sea Lan's home constantly building emotional resonance with consumers, is also constantly creating a brand's deeper emotional connotation and influence.