Decryption Hai Lan'S Home "Hi-T Rainbow Wall" Stunning The Marketing Drama Behind Shanghai City

In the spring of April, Hai Lan's home "

Shanghai subway station at Lujiazui subway station, which has an average daily flow of 400 thousand people, is surprised by many pedestrians' eyes.

The hurried people could not help slowing down their footsteps and taking pictures of the Hi-T rainbow wall, which was displayed by more than 400 colorful T-shirts. The new season's "Hi-T" also opened a colorful marketing tour to show the colorful summer.

"Hi-T" is

The T-shirt brand is the third season this year.

The hot selling in the first two quarters successfully helped the brand to attract young people's love, not only adding fashion elements and dressing the scenery, but also promoting the sale of related collocation goods.

Hai Lan's home, through the shaping of the "Hi-T" brand, has successfully reflected the business philosophy of "value for money" pursued by the brand and the experience of high-quality products, which has helped the brand to become younger and fashionable, and has created a new field of business growth.

T-shirt, as the medium of free expression of personality, can meet the dress needs of men of different ages and styles.

The design team of Hai Lan's new quarter "Hi-T" put the inspiration in the forefront of the trend culture, the art world, advanced printing and dyeing technology, and hot stamping process.

Through the graffiti, splicing, gradient, wave point, cartoon, graffiti and other colorful design, printing and dyeing gorgeous colors, to express all kinds of men's personality style and rainbow Hi mood.

In the pursuit of fashion, it does not give up the sense of dress. Hai Lan's home selection is excellent in fabric selection: pure cotton fabric with natural fiber, breathable and moisture absorbent fabric, skin friendly, soft, but not sticky cotton.

However, consumers wearing high quality "Hi-T" does not mean that they spend much more. Hai Lan's home, with its simple supply chain and large scale orders, allows the cost of production and circulation to be given to consumers, so that consumers can buy the most cost-effective clothing at the most affordable price. This is the philosophy that Hai Lan's family always adheres to and is also the charm of Hai Lan's home for "value for money".

During the "Hi-T rainbow wall" exhibition, many young people passing by were infected with gorgeous visual moments.

The scenery of a rainbow in a monotonous scene, pleasing their mood with surprise, naturally deepens their awareness of the brand fashion of Hai Lan's home and its good impression of the brand.

Winning the younger generation and making the brand more dynamic is the important mission of Hai Lan's brand marketing in recent years.

As a symbol of fashion and personality, "Hi-T", how to communicate with young people in common language, establish positive social interaction, capture eyeballs and touch pleasure? In addition to high quality, stylish commodity performance, Hai Lan's home subverts past communication practices and displays more diversified and fragmented media environment with more creative marketing methods.

The innovative display of "Hi-T rainbow wall" is just the beginning. The second wave of "pot Hi-T" is now open.

"A beverage can + a Hi-T" gives clever connection and launches a passionate collision.

Hai Lan's home crossover plays a creative combination to enter the interest world of young people, so that "canned Hi-T" can open up the colorful vitality of the brand.

"Hi-T rainbow wall" is the first time that Hai Lan home has launched ground marketing activities in Shanghai, an international fashion city.

Behind this also highlights the strength and ambition of brands to seize the first tier cities.

Under the overall market downturn of China's men's wear brand, Hai Lan's home has maintained its vigorous development, and its business performance has gone up to a new high. It deserves to become the leading brand of Chinese men's clothing.

Zhou Lichen, director of commodity center of Hai Lan home, said: "the focus of our previous development has been in East China and the two or three tier cities. But the core business district of Beijing and Shanghai has always been our dream. In fact, we have increased investment in the first tier market, including the northern market."

In February this year, Hai Lan home, which has an area of 550 square meters, was officially opened at the Wangfujing store, the largest flagship store in Beijing. It is undoubtedly an important signal released by Hai Lan's home to the layout of the first tier market.

In the core business circle of the first tier cities, Hai Lan's stores and brands will be more eye-catching, and the brand leadership strength will also be further enhanced.

The "Hi-T rainbow wall" shows more than 400 T-shirts with various styles and different colors, which is only a small part of this season's "Hi-T".

"Hi-T" is the forerunner of haeran's home to implement the commodity strategy. The successful launch of the first two quarters and its excellent sales performance are enough to prove that haeran's home made the brand of commodity category and the vision of the single product marketing.

Through the development and marketing of commodities, we will create a new growth space and show the concept of "value for money" and the charm and texture of products.

In the first quarter of 2015, the business revenue of Hai Lan home increased significantly again, and the main contribution was "another commodity category brand launched last winter".

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The high quality of goods inside and outside the commodity, the rich choice of the type and the reasonable price make the quality of feather down for the first time to be harvested for 4 million 500 thousand sales.

In the second half of this year, Hai Lan's home will also launch a series of "exquisite single products". The market prospect is expected, and the development potential of the brand will be broader and deeper.

Behind the "Hi-T rainbow wall" is the freshness of the brand of the Hai Lan home brand, grasping the creative marketing thinking and behavior of the young people, grabbing the ambition and strength of the first tier cities, and implementing the growth vigor and brilliant development prospect stimulated by the commodity strategy.