Hai Lan'S Home, The Strategy Of UNIQLO Depends On These Two Tactics.

It's not clothes that sell, it's offline traffic.

Hai Lan's home sells clothes, but it's not clothes. Why?

Today we talk about retail business.

Ding Zhizhong, founder of several retail giants, talked about the impact of the Internet. I asked a question: who can survive in the retail industry under the great impact of the Internet?

In addition to himself, Ding Zhizhong also spoke of a brand: Hai Lan's home.

Hai Lan's family is a very strong company, because Zhou Jianping, the boss of the company, said: "to fight with UNIQLO.

Zhou Jianping is very low-key, but his company is China.

The highest market value clothing enterprise -- Hai Lan's home.

According to the current valuation, the market value of Hai Lan's home market is about 40 billion. Let him represent the Chinese clothing industry.

At present, the local clothing industry is not very good at the day, but Hai Lan's home is still running crazily. Now there are over 3000 stores.

Of course, many people are questioning the pattern of Hai Lan's home, but Zhou Jianping is confident and even crazy. He says, you doubt that you can't understand the home of Hai Lan.

He also said that the model of Hai Lan's home is unique in China, and no one can imitate it.

That's big enough.

Why can the home of the sea LAN expand against the trend? What is the usual rule of Zhou Jianping, the low-key old man?

The first knife: the sword of humanity: Wong Kwong Yu of the clothing industry

Zhou Jianping is not well-known in the outside world, nor does he often show himself.

So let me give you a brief introduction of this person.

Zhou Jianping started his own business in 80s. In 1988, Zhou Jianping took the 300 thousand yuan saved by the photo studio and contracted the third woolen mill in Xinqiao Town of Jiangsu at that time. The factory was called "Sanmao" for short.

Like many stars at that time, Zhou Jianping was also very capable. Sanmao developed rapidly under the guidance of Zhou Jianping.

By June 1994, Jiangsu San Mao Group Company was established.

Two years later, the total assets of the company amounted to 5 billion 500 million yuan, 5000 workers, and 1 billion yuan in annual production and marketing.

You know, when we took over in 1998, there were only 18 employees in the factory.

This thing can not only see Zhou Jianping's ability, but also embody his personality. It is said that when Zhou Jianping was contracted, he set up a military order. It was said: "money, I will come out; risk, I will bear it; the enterprise is completed; it is a collective; if it fails, even if I pay the tuition fee."

It can be seen from this words that this person is also very bold.

Later, in 2002, Zhou Jianping set up the predecessor of today's Hai Lan home, Jiangyin Hai Lan Home Fashion Co., Ltd.

And then began the chain store to sell men's business, has been today.

In 2014, the company became the most valuable clothing company in China through backdoor listing.

But until today, the pattern of Hai Lan's home is very controversial.

The view of Hai Lan's home is also polarized. Some people believe that the model of Hai Lan's home is innovative and worth learning.

Some people feel that the pattern of Hai Lan's home is actually a copy of the Gome Suning mode in the clothing industry. It is a so-called "financial" mode. The so-called financial category is simply to borrow the suppliers' money to open their own shop.

It has a certain risk.

Zhou Jianping himself reminds me of Wong Kwong Yu.

Why do we say that Zhou Jianping is like Wong Kwong Yu? As we all know, when Wong Kwong Yu opened the Gome chain, it was very strong when dealing with the relationship between the brand suppliers of all the major suppliers.

And Zhou Jianping, let me give you a little example.

One was a franchisee who wanted to place a fortune cat at the door of his shop. It was a very small thing, but it was stopped by the management of Hai Lan's home.

The layout of the store must be unified according to the requirements of the headquarters.

Well, be aggressive.

But Wong Kwong Yu's domineering is not only reflected in his character, but more importantly, he created a new model. Before the emergence of the Gome chain, household appliances were sold in department stores, and the most profitable part of department stores. They were wiped out by Wong Kwong Yu Kaka, and the business was simply brutal.

Now, basically there is no department store to do household electrical appliances business again.

So whose business did Zhou Jianping take away? Obviously, he wanted to wrap up the business of men's clothing.

However, people who make clothes know that women's business is good. What should a man do? Generally speaking, men are less likely to buy clothes. Besides, the styles of men's clothing are also relatively simple. This also means that the inventory pressure of each garment is very large, which is contrary to the trend of many fashionable brands nowadays.

The slogan of Hai Lan's home is not to say, man, twice a year, Hai Lan's home is enough. Think about it. If you are a female compatriot, you can only buy two times a year. How is that possible?

So this is about UNIQLO.

In fact, Zhou Jianping and UNIQLO really have their roots.

In 2002, Zhou Jianping visited Japan for a visit. This visit changed Zhou Jianping's view of the trend of the whole garment industry.

At that time, UNIQLO just wanted to enter the Chinese market.

At that time, the self selecting and selling clothing mode, that is, the retail mode of UNIQLO, had not yet appeared in China. When Zhou Jianping arrived in Japan, he was fascinated by the colorful and colorful products in the shop. He also summed up three characteristics of Japanese brands such as UNIQLO.

1, clothing according to gender, function neatly zoning, shop layout at a glance;

2, the same style of clothing, to provide a variety of color selection, design intimate;

3, customers shop on their own, the size of goods on the rack is complete, fitting rooms are enough, will not be guided shopping "close to press", no pressure shopping.

It is said that Zhou Jianping has made up his mind to learn from UNIQLO before returning to the country and still on the plane.

Hai Lan's home has a special feature in sales. It is never discounted. From the point of view of human nature, discount is attractive and no discount. What is the reason? Let's start from here and analyze the sales strategy of Xia Lan's home.

First, learn to do low-frequency business.

As for why there is no discount, Zhou Jianping himself has explained that it is probably that consumers sometimes dare not buy new ones in order to wait for the right price.

Hai Lan's home is not discounted, and consumers can make decisions on their own.

As a result, the company takes the goods in time, and naturally there is no inventory disaster.

This explanation is reasonable, but as a fellow man, I think there is another reason.

That is, if boys buy clothes for themselves, then men are typically low-frequency consumers. Ordinary men do not go shopping as often as women do. When they see a favorite dress, they run around to see it once or twice. Does it depreciate? Does it depreciate? The decision making process for men to buy clothes is much more than that of women. If Hai Lan's home often discounts, it is not pit father. After that, loyalty is gone.

Second, there are not many competitors.

When choosing the topic of Hai Lan's home, he also asked a few friends' opinions that friends in North China would be very strange. Did anyone still wear the home of Hai Lan? They were strange and normal, because Hai Lan's home now is the three or four line city, but the first tier cities are not very common.

In addition, because it is the main male money, and UNIQLO, positioning is also different.

However, such a look, suddenly discovered that in fact, Hai Lan's home has no direct competitors. Why not engage in price wars since there are no competitors? Besides, we should not belittle the consumption power of the three or four line. It is said that Hai Lan's home can achieve 5-6 million square meters in some three or four City stores, which is indeed close to the efficiency of UNIQLO.

The second knife: destructive knife: light the business of heavy assets.

The business model of Hai Lan's home is also controversial.

Why? Simply speaking, Hai Lan's house has two characteristics: the first characteristic is in the upper reaches, and all the fashion design and style of the Hai Lan home are provided by the designer of the supplier. It does not directly participate in the design.

However, after the design of the supplier is completed, the headquarters of the Hai Lan home will be selected by the designers of the headquarters. The designers at the headquarters will see what styles are likely to sell well and place the order according to the prevailing fashion trends.

The most controversial rule is that if two clothes are not sold out in season, inventory needs suppliers to buy them back.

The second characteristic is that in the lower reaches of the sea, Hai Lan's home is opened by the way of open alliance. However, unlike the general clothing brands, the franchisee has to bear the wages of the shop assistants after paying the franchise fee, and it does not need to personally participate in the management and management of the stores.

So some people have questioned that in the upstream, if the stock can not be sold, it will have to be borne by the supplier.

In the downstream, franchisees do not need to pay anything but pay their own risk.

You don't need to be responsible for anything. You don't need to design clothes at the upper level. Someone else designs you to pick them up. Instead of opening your own business, you borrow money from other people. How can there be such a chicken thieves in the world? {page_break}

In fact, we do not understand the business mode of Hai Lan's home, it is related to two thinking patterns.

Because there are two heavy assets in the clothing chain store. First, there is a lot of stock.

Second, the fixed investment of the store is large and the payback period is long.

The general solution is that in order to reduce inventory, it is necessary to ensure that the clothing design is good enough to sell.

In order to reduce the financial pressure of open shops, we must scientifically select the location and reduce the failure rate of opening stores.

This is a more conventional solution.

But Zhou Jianping just changed his mind, saying that this is a heavy asset business. Why can't I make it lighter?

This is Zhou Jianping's three key word:

1, the millet mode under the line.

The pattern of Hai Lan's home is actually a bit like millet. Now no one will doubt the mode of millet. Now, when millet makes mobile phones, many people find it difficult to understand.

In the upper reaches, millet does not own factories. It is a foundry agent. In the lower reaches, Xiaomi does not take traditional channels, but sells through fans' economic word-of-mouth.

And millet itself is a highly flat platform. It acts as an interface to organize all kinds of resources and ultimately form a unique product and brand.

It does not own too much resources, but all kinds of resources play the biggest role in it.

Hai Lan's home is also the same, because he doesn't need to design clothes, so he doesn't need too many clothes designers at the front end, because he doesn't need to set up shop with his own money, so he set up shop very fast, and when the clothing industry is depressed, it can also open shop crazily.

It is also very strategic to open a shop. Now the economy is in recession, but the new store and the renewal shop of Hai Lan's home are mainly large shops. The advantage of the big shop is not only to increase the efficiency of the store, but also to set up more experience links in the store, such as UNIQLO learning, and make the fitting room a little bigger.

However, statistics show that in 2014, the effective business area of Hai Lan's home business increased by 29.76%.

2. Light assets

So, people who studied Hai Lan's home once said that Hai Lan's home said that he was a man's wardrobe, but in essence, it was not a clothing seller. It sold clothing supply chain and store management capabilities.

To put it simply, he sells the "software" of the clothing industry, which is a truly light asset model.

If all the light asset models are established, there is a premise that partners are willing to play with him and have the power to play with him.

In the model of Hai Lan's home, some people wonder why those suppliers are joining the business. Why do they want to play with the family of Hai Lan?

For instance, franchisees do not have any right to open shop. Even a cat is not allowed. But in turn, one of the advantages of such a high degree of centralization is to lower the threshold of joining. You can understand that it is a "silly joining". The idiot here is not derogatory. Just like we say stupid cameras, even if you do not understand the clothing industry, it has nothing to do with it. If you are willing to invest, you can join in.

In this way, Hai Lan's home can expand rapidly, and franchisees can enjoy the benefits of bottom protection.

Take inventory problem, the inventory of Hai Lan's home is not for itself. If the two sale season is not sold, it can be returned to the supplier.

In view of this, this risk is passed on.

But as I said before, Hai Lan's home is not discounted, and the purpose of discount sales promotion is to return funds and reduce inventory pressure.

No discount price reduction, in fact, still guarantee the interests of suppliers.

If you really can't sell it, Hai Lan's home actually has a sub brand that specializes in selling discounted and off season goods, so that you can't sell it. Hai Lan's home will not actually look at you. It really smashed your stock.

The rules of the game are established.

Therefore, the most important thing to build a platform is to balance the interests of all parties, and the risks and benefits should be equal.

Moreover, what are the more than 200 suppliers of Hai Lan's home? At first, they were small businesses with "factories, workers, and orders" in Jiangsu and Zhejiang provinces. If there was no such platform as Hai Lan's home, they might have starved to death.

Hai Lan's home is an organizer of fragmentation productivity.

In fact, after the development of the electricity supplier, Taobao relied on its own platform advantages, and also developed a model called "scouring factory". It also used the power of the Internet to organize idle and fragmented production capacity.

In this way, the enterprise of Hai Lan home actually has Internet thinking. You are right.

3, selling is not clothing, it is offline traffic.

Someone once studied the pattern of Hai Lan's home and studied it for a long time. At last, it suddenly came to the conclusion that it was the clothes sold on the surface of Hai Lan's home, but it was not clothes. Why?

What is called buying and selling is to buy low and sell high. Right, Hai Lan's home is not. Its output in stores is actually a management of a clothing store. Finally, the management fee for opening a shop is charged. In the retail industry, it is also used to call this mode the two landlord mode.

In fact, Gome and Suning used to be the same pattern.

So what the sea LAN house sells is not clothing. What is it? Actually, it is a large flow under the line.

A lot of people said that the essence of e-commerce is the circulation of business, with the flow, the entrance, you sell advertising marketing, are all money, Baidu advertising, Ali's Taobao, is essentially the flow of business.

The key is, what is the circulation business under the line?

All of them are talking about O2O. They are all talking about the revaluation of the physical store. Why? Because the shop itself is a big advertisement. It is an entrance to circulation. What's more, there are more than 3000 stores in Hai Lan's home. There are many three or four cities in the market. What are the characteristics of the three or four line cities? A friend who made chafing dish told me a shop secret. He said that in the three or four tier cities, there was no need to take the trouble to choose the location like the big city, which is the commercial center, where the crowd is the most, where to open, and the store is big, because in the three or four line city, the commercial center is very concentrated, you open a store, the whole city soon knows it. At this time, there are 3000 shops in Hai Lan's house.

This is traffic.

Another point is, why can a clothing store become the entrance of the circulation? Is there a flow of shops under the opening line? For example, there are many stores in the United States and Suning. Can they do the traffic business through the offline stores? At present, the effect is not very satisfactory. Why? Because the electrical appliance industry itself is doing the business of the house, not the business of the people.

You think, when the home appliances store has the best business, it is the best time to have the property nearby just opened, because many people will buy appliances.

But clothing is different. It has high consumption frequency and strong seasonality. It is a business directly related to people's daily consumption.

Another business that has such attributes is catering, and the catering industry itself is also a traffic business.

Why shopping centers are willing to make good places for famous restaurants, because they can bring the traffic down the line, and with the flow, everything else is easy to handle.

Speaking of the traffic business, we can also understand why UNIQLO has increased the speed of opening stores in China. From the end of 2013 to 2014, UNIQLO has increased nearly 100 stores in China. After that, UNIQLO will expand according to the speed of increasing 100 stores annually. Actually, compared with UNIQLO, there are still many places for Hai Lan's home to learn from UNIQLO in terms of brand influence and the reaction speed to fast fashion.

However, considering the huge advantages of UNIQLO in the number of stores, it can be imagined that Hai Lan's home has an overwhelming advantage over UNIQLO in terms of access to traffic.

So, whether Hai Lan's home can go beyond UNIQLO, maybe it's really bad. Anyway, the PK of Chinese and Japanese clothing enterprises should benefit from everyone.