Hai Lan'S Home Is Entering The First Tier City This Year.

A Chinese menswear brand, which is mainly ploughed in eastern China and two or three tier cities.

What is the name of the world to sink from the first tier cities to the two or three tier cities?

?

When Hai Lan's home was listed in 2014, Zhou Jianping, chairman of the board, told investors that he was "fighting with UNIQLO" and aroused controversy.

Indeed, with the help of listing and financing, the performance of Hai Lan's home business was optimistic last year. Last year, the net new store grew 16%, to 3348, and launched the "two in one" and "three in one" brand joint store to enhance the overall quality of the stores. In 2014, sales of 12 billion 300 million yuan, an increase of 73% over the same period last year, was attributable to the net profit of shareholders of listed companies 2 billion 370 million yuan, an increase of 76% over the same period last year.

This year plans to add 400 new stores, and this year sales growth is expected to be around 50%.

However, the author believes that the performance of Hai Lan's home last year is better than that of the market competition vacuum, because there is not a lot of sinks in the big clothes, and Hai Lan's home has not entered the first tier cities, and there has been no confrontation between them.

Therefore, the high growth rate of Hai Lan's home last year has a certain amount of moisture. This water is not a fraud, but a result of inadequate competition.

Therefore, Hai Lan's home is unlikely to be successful only through cheap parity and UNIQLO, and this year will be the first year of the development bottleneck of the Hai Lan home.

This year, Hai Lan's home has entered the first tier cities, and will be confronted with international brands such as UNIQLO, ZARA, GAP, Adidas and Armani.

There are so many brands that young people can choose in the big cities. There are many variables.

Moreover, a big shop in the first tier city has to rent 3-4 shops in two or three cities. The question is whether the total sales of 3-4 shops in the two or three tier cities can be achieved. If the cost rises sharply, sales will not necessarily increase in proportion, which will drag down the performance.

The author predicts that the performance of the first tier cities of Hai Lan's home market is relatively large, and the overall profit margin growth rate and sales growth rate will be reduced.

In contrast, in the first quarter of fiscal year 2015, UNIQLO overseas earned 168 billion yen, an increase of 47% over the same period last year, and operating profit grew 57% to 24 billion 300 million yen.

UNIQLO is gaining rapid growth in the first tier cities.

UNIQLO overseas focuses on Greater China. Its China region sold 7 billion 600 million yuan (RMB) in 2013, with a profit of 800 million yuan.

The sales increase of 50% is 11 billion 400 million yuan, which is basically close to the annual sales of Hai Lan's family home of 12 billion 300 million yuan.

From the point of view of style design, though there are nearly two hundred design units in collaboration with Hai Lan's home, they are able to catch up with the excellent resources in the conventional design field, but it is still uncertain whether they can occupy the international trend.

In March 9th this year, Hai Lan home and Beijing Institute Of Fashion Technology established the "Hai Lan home" China Men's wear new fashion design and training fund, hoping to work together to expand the market.

The author thinks that although the excellent designers of the students belong to the designers of art and art, nearly two hundred design institutes belong to the variety designers, that is, they can be marketed, or there are certain connections, circles and fans. But relying solely on them is against UNIQLO.

Those who fight against UNIQLO should be brand designers and economic research designers.

It is to be able to cater for the tastes of consumers around the world from culture, characteristics and differentiation, and to create brand awareness.

Economic Research designers are more difficult to find, because only through fashion research, economic researchers and brand designers to form a team, can economic research designers be formed.

This designer must combine the analysis and research of the clothing sales market in the whole country and even the whole world, the research of the economic trend, the research of consumption ability, the research on the consumption taste, the fashion trend research and the brand trend research, so as to thoroughly understand the market and ask the brand designer to adjust the design direction from the market.

This is the charm of economic research designers.

At home alone, the author thinks that if Hai Lan's home wants to win the UNIQLO, it is first necessary to improve the quality of workmanship and ensure that the fabric is not polluted and so on.

On this basis, boldly designed, we must have the effect of montage and Shaoxing opera, fashionable, cool, and keep up with the international pop features.

In manufacturing, hybrid innovation is needed, which can generate new double sales and increase the performance by 100% or more through innovation, sales innovation and service innovation through unconventional channels.

At the same time, create high-end brand products, quality, materials, process, limit, greatly enhance the visibility.

With the high-end brand products, it has taken 3000-5000 square meters of giant flagship stores in big cities.

Build the first brand base of China fashion show to enliven the global charm of Chinese clothing.