Hai Lan'S Home Opens The Integration Of Supply Chain And Focuses On O2O Marketing.

Recently, Hai Lan home announcement 2014 annual report, achieved operating income of 12 billion 338 million yuan, an increase of 72.56% over the same period, attributable to shareholders of listed companies net profit of 2 billion 375 million yuan, an increase of 75.83%, EPS0.54 yuan.

The channel should maintain high speed expansion and optimize terminal quality continuously.

During the reporting period, the number of "Hai Lan Jia" stores reached 3348, and 460 new shops opened, an increase of 15.97% over 2013.

There are 269 stores in "Ai Ju rabbit", 99 stores in Bai Yi Shun Shun, among which 95 are brand linkage stores.

At the same time, the company actively optimizes the quality of stores, mainly based on 200 square meters of stores. In 2014, the effective business area of the company's stores grew by 29.76%, and actively launched the "two in one", "three in one" brand linkage shop to enhance the overall quality of the store.

In 2015, the company plans to add 400 brands of "Hai Lan Jia" brand stores.

Under the double promotion of the number and quality of stores, the brand of "Hai Lan Jia" brand has achieved 10 billion 100 million business income (+49.58%) in the past 14 years, and the brand of "Ai Ju rabbit" has achieved a business income of 300 million yuan (+52.03%), and the "Bai Yi Shun Shun" brand achieves 200 million yuan (+129.62%) in business income.

Open supply chain integration to improve product cost performance.

At the sales side, the company pioneered the mode of direct operation in the industry. At present, the mode of direct operation is copied to the upstream supplier side.

Through the direct management mode, output management will effectively integrate the supply chain, cultivate a number of strategic suppliers, help suppliers improve product R & D, production and fine management capabilities, and improve the stability of supply chain.

At the same time, we also hope to enhance the price performance of products and let more consumers.

adjustment

The ratio is expected to enhance company profitability.

With the rapid growth of the company's performance, the franchisee's yield is generally high. In the 14 years, the company has adopted more flexible measures to join the franchisee. First, the 1 million margin of the new franchisee was abolished. In the previous division, the company took 35% of the franchisee and the 65% of the company. After adjusting, the new franchisee gave a 45% division. After reaching the inflection point (15% yield), the proportion of the sales increment dropped to 15%, and the proportion of the old franchisee would be adjusted according to its yield.

To create "national brand", brand image has been deeply rooted in the hearts of the people.

UNIQLO, GAP in the US, H&M and ZARA in Europe are recognized as national brands. From the history of clothing development in various countries, we can see that such a national brand will be born and get the largest market share.

The company is committed to "

"Build China"

National brand, on the one hand, "Hai Lan home" has the "parity and high quality" product positioning. On the other hand, the company has increased its publicity efforts to the brand in the past 14 years, and has supported the "running brothers" and other brand communication activities to complete the development and expansion of the brand clothing in the form of clothing sponsorship. The exclusive name "Guinness night in China" has made the brand image popular among the people.

O2O has the advantage of increasing the layout of the electricity supplier.

In the 14 year, the company set up a new e-commerce company, and business income increased by 302% compared with the same period last year, and achieved multi-channel layout of Tmall, Jingdong, suning.com, Amazon and other network sales platforms.

The company's direct franchise mode, the terminal's ability to control and control, online and offline, "the same price at the same time" strategy is the basis and advantage of O2O promotion.

Hai Lan's home is building a CRM system that connects online and offline. If we can get through the online and offline lines, we will form a huge user volume with high viscosity.

In the 14 years, double eleven, with no discount, made nearly 1 hundred million of revenue, up 2000% over the 13 year period.