What'S The Market Value Of Hai Lan'S Home Market Worth More Than 80 Billion Yuan?

In 2002, Zhou Jianping founded the Hai Lan home by 300 thousand yuan. In just over 10 years, he made the first Chinese menswear brand with a market value of more than 80 billion yuan, and maintained a strong growth in online shopping today, fast fashion squeeze and weak market.

In Xinqiao Town, Jiangyin, an economically developed region in China, every day a tourist bus is driven into a European garment factory like a European castle. Hai Lan's home 。

In the first quarter of 2015, Hai Lan's family realized 4 billion 580 million business income, an increase of 72% over the same period last year. How did Hai Lan's home do it?

300 thousand to 80 billion? Brands bought by consumers

Like many fascinating wealth stories, the history of the development of the brand of Hai Lan home is precisely the history of Zhou Jianping, a brand historian. In 1988, Zhou Jianping raised 300 thousand yuan in self financing and set up a woolen mill with only 18 workers in his hometown, Xinqiao Town, Jiangyin. Today, Hai Lan's home has grown to the largest clothing company in the market capitalization of A shares with a market value of more than 80 billion yuan. From 300 thousand to 80 billion, Zhou Jianping spent 28 years.

Although some people in the industry have doubts about the development prospects of Hai Lan's home, Hai Lan's home is rising quietly in its own way. In 2014, Hai Lan's family realized 12 billion 338 million yuan of business income. In the current downturn of the clothing industry, Chinese consumers voted directly for the Hai Lan family with their purchase behavior, which made the success of Hai Lan's home market grow against the market.

The author has studied Hai Lan's home and found that this miracle is not a castle in the air. The choice of consumers is no accident. "Hai Lan's home is the most easily bought man's clothing. We now have 3500 shops covering from the first tier cities to the vast counties. In some county towns, the arrival of Hai Lan's home has been sought after by local consumers just like Louis Vuitton's second tier city. Liu Yan is the first generation of county franchisee at Hai Lan's home. She said that the local sea Lan's home is the first choice for almost all men, from civil servants, staff members, teachers to individual bosses. Now, many of the shops are repeat customers. Hai Lan's home is their good friend. Just like their wardrobe, the brand has been deeply integrated into their daily work life, to accompany them and support them to dress more fashionable and more respectable. Because of its large scale, solid customer base and their long-term support for brands, Hai Lan's performance has always maintained healthy growth.

Create a Chinese man's dress experience with the heart of craftsmen

As for making clothes, Zhou Jianping has such a view: "every day we want to change careers, always be laymen, and then ordinary products, as long as we stand firm, we will have returns." Since the establishment of the brand in 2002, Hai Lan's home has only one thing to do, that is to produce a top-notch garment for Chinese men, who is closely related to the market, quality and cost performance. Huang Qi, who is responsible for product research and development, said: "we know very well about the shape of Chinese men. Ten years ago, we built our own human body database. Our suits can be 40 yards, and the other brands are 8 yards at best, and the world's highest is 36 yards." After graduating from the design school of the Fashion Institute, Huang Xiaoli joined the design center of Hai Lan home. After being less than two years later, she was rewarded to study and learn inspiration from Paris men's wear week. Like Huang Xiaoli, the young designer of the "central army" has more than 100 people in Hai Lan's home, who infuse young vigor and fashion vision into fashion design. Mr. Zhang is the design director of a garment factory in Guangzhou. The factory examines the results of his work. The most important criterion is whether he can choose more design styles by Hai Lan's home. Hai Lan's home business is very large, and he has great challenges. Every time he comes to Hai Lan's home to show his works, he feels both disturbed and happy. Like him, a handful of design "local army" every year to transport the massive family of fashionable fashion for Hai Lan's home.

As we all know, Hai Lan's home never discounts, and at the beginning of its pricing, it allows consumers to take the popular route, but the price of close relatives does not mean a reduction in quality requirements. Price and quality have become the product philosophy of Hai Lan's home, which is "extreme cost performance" - contradictory and harmonious poles. Huang Qi said: "we must face every product with the sincerity and craftsman's heart. For example, the color matching is more in line with the color of the Asian people, and by adjusting the button position to optimize the collar shape. As the two key categories, Hi-T elegant T-shirt and feather down helped Hai Lan's family harvest 6 million Hi-T and 4 million pieces last year. Down Sales volume this year, many of the Hi-T models have been sold short. Huang Qi believes that on the one hand, it originates from brand charisma, and more importantly, the product's quality and cost performance have gained consumers' trust. The fashion sense of design is also very popular among young people. He said confidently: "from what we wore in the past to what we do now, what we are going to wear, Hai Lan's own efforts to improve and lead the Chinese men to wear the quality and the way to change the Chinese men's wardrobe is as simple as that."

Competition UNIQLO vows to be a national brand for men's wear

"I want to fight with uniqo!" in September 3, 2013, Zhou Jianping, the founder and chairman of the home of the sea, published a passionate speech at an investor meeting at an investor meeting. It caused an uproar in the industry. What's the bottom of the house? "The chairman wants to play with uniqo, not to play, but to be a kind of self motivation or strong vision." UNIQLO, founded in the mid 80s, has spent more than 30 years to achieve its global influence today. It is a respected opponent and learning paradigm. Although Hai Lan's home and UNIQLO are different in terms of target customers and commodity positioning, the business model is quite close. Hai Lan's home has only been used for 13 years to achieve today's scale. It can be said to compose a legendary myth of China's clothing industry, and the future potential and space are very huge. Gu Dongsheng, general manager of Hai Lan's home, said confidently.

When it comes to UNIQLO, we have to mention the concept of national brand. We often call such brands as UNIQLO, ZARA and GAP as national brands, because these brands have huge market share, and their strength and volume can meet the clothing needs of the most extensive sectors of the society. At the same time, they also represent the national spirit and export them as important commercial symbols. The home of Hai Lan is vowed to take UNIQLO as an opponent, and its ambition to build the national brand of Chinese men's wear is obvious. From the confidence and vision of upgrading China to the brand position and strength of Hai Lan's home and the broad mass foundation of all walks of life, Hai Lan's home is not impossible to build a national brand. Gu Dongsheng said: "we not only want to sell clothes to make money, but also want to become a symbol of a country's clothing culture. We are about to go abroad and go abroad. We are eager to become "China's Hai Lan home, China's national clothing brand". This is our ambition and vision for the future. "

From "men's Wardrobe" to "Chinese men's wear national brand", Hai Lan's family accurately pierced the psychological characteristics of men's clothing, through the comprehensive selection, high-quality clothes, people's price and relaxed shopping experience, the most understanding of men's heart and men's type.

The success of Hai Lan's home market also indicates the possibility of some Chinese clothing brands competing with international fashion brands, making from China to China. brand Bring higher added value to products. Its successful experience is worth learning from.