Hai Lan's Home, Beijing's Largest Flagship Store, Will Open 400 Stores This Year.

　　 Hai Lan's home Related personages said on Tuesday that the Wangfujing store, the biggest flagship store in Beijing, opened recently, gathering two brands of Hai Lan home and Bai Yi Shun, covering an area of over 400 square meters. The company plans to open 400 new brand stores this year. Management is optimistic about the company's clothing sales this year, and plans to increase revenue by more than 20% over the same period last year.

It is widely expected that clothing sales will continue to slump in the first half of this year. Chinese men's wear leading enterprises The performance of Hai Lan's home is increasing. Last year, Hai Lan's brand profit increased by over 50%. The company's "upstream credit sale system + downstream financial affiliate system" has created a cost-effective product with a low markup rate and a high dynamic sales rate. In 2014, the number of stores reached 3348, an increase of 15.97% over the same period, and the effective business area grew by 29.76%.

It is worth mentioning that the company has adjusted its profit sharing and supplier management mechanism to consolidate its advantages. After signing the contract every 12 months for a settlement cycle, the company will increase the settlement ratio of the franchisee in the initial stage, increase the company's settlement ratio after the reasonable profit of the franchisee, and gain a high growth premium of the brand under the premise that the franchisee get a reasonable return. At the same time, the upstream suppliers should be integrated to improve the stability of the supply chain through the self management mode of output management, so as to ensure the performance price ratio of the products.

In terms of e-commerce, Hai Lan's home appliance implemented the same price strategy on line and offline. In 2014, the sales volume of e-commerce reached 400 million yuan, up 302% over the same period last year. Familiar with the company said, in 2015, the company's e-commerce sales doubled, will focus on the online and offline customer system, and further promote the O2O mode. The company had accepted the wisdom news agency research, and said that after the sales volume reached a certain scale, the profit sharing mechanism would be designed based on factors such as consumers' regions.

　　 Extended reading:

Hai Lan's home

Hai Lan's home is market oriented with high quality and low price. It has won the welcome of the consumers quickly without interference and self selection. Open online Official mall The entire site is full of 100 SF and EMS packages. It supports seven days of no reason to return goods and provides consumers with a convenient shopping experience.

"Hai Lan home" is the clothing brand of Hai Lan's home Limited by Share Ltd. Since its launch, the new marketing mode of China's clothing market has been triggered by the new marketing mode of nationwide chain, super large scale and men's wear. Its high quality market positioning, many styles, all kinds of goods selection, no interference, and self-service style of buying have won the welcome of consumers, and has created the distinctive brand image of "Hai Lan's home - the man's Wardrobe". In April 11, 2014, Hai Lan's home was listed.

　　 Brand concept

　　 New marketing -- optional shopping

At the beginning of 2002, Zhou Jianping, President of Hai Lan group, went abroad to conduct market research according to usual practice. This time I went to Japan. During the Japanese period, I was impressed by two varieties of Japanese clothing brands, popular prices and self purchase options. He envisaged that if the fashion sales model for mass consumption was launched in China, it would have great repercussions in the industry and form a unique advantage. After returning home, Zhou Jianping immediately put this bold idea into action and set up Jiangyin Hai Lan Home Fashion Co., Ltd. After intense market research and brand planning, the first store of "Hai Lan Jia" was officially opened in Nanjing Zhongshan North Road store in September 2002. This brand new and self purchase mode has opened up a new page for the history of Chinese clothing marketing.

Since the election is a brand new concept of clothing management, and Hai Lan's home is the first to introduce clothing into China, there is no reference to any brand in China. Hai Lan's home is facing many difficulties from the very beginning. Zero brands (brand new, consumers know little), zero market (zero market share), zero mode (new business mode and consumption concept, consumer acceptance need a process), zero experience (no experience, no reference) and so on, all of which depend on their own exploration and accumulation, and feel the stones across the river, so at the beginning of the brand, Hai Lan's home also went through a detour.

The family members of Hai Lan, who responded quickly and quickly, found problems in their work, and quickly adjusted their development ideas. For example, adjusting the area of the stores, streamlining the staffing of the stores, improving the recruitment requirements and training efforts of the stores, implementing the professional manager system, implementing the quantitative salary appraisal system, implementing the "full custody" management of the franchised stores, implementing strict inspection and inspection system for the stores, and scientifically and rationally distributing the goods, etc. In order to learn advanced brand operation experience in developed countries, Hai Lan's home has sent product developers, engineering designers, market management personnel, personnel training personnel and CI designers in batches to Japan and Europe for study and inspection. The implementation of this series of measures has made the development direction of Hai Lan home more clear, and its business mode is more mature and its management is more perfect. Hai Lan's home soon went out of the trough and stepped on the fast track of healthy development.