The Successful Cross-Border "Fit" Of Hai Lan Home And International Hot IP

Relying on the influence of the Internet and the frenzied fans effect, the English vocabulary of IP, once used as a web address word, has been flooding in the capital market in recent years, but in the past, IP existed more in the video and game industry.

It is now known as "

SH, a listed company of the national brand, is also not to be outdone. The subversive trend of innovation in traditional clothing industry is to seize the IP heights.

Hand in hand with Oriental Dream Factory

Recently, the strategic cooperation meeting between Hai Lan's home and the Oriental dream factory was held in Zhengda City, Shanghai. At the meeting, a series of Madagascar products were officially launched.

The image is more youthful.

It's more dynamic and imaginative.

The successful cross boundary "fit" with the international hot IP is another deep innovation carried out by the Hai Lan's family in adhering to the clothing industry, giving the traditional main industry new connotation and creating new value.

It has been revealed that compared with other clothing brands that directly adopt the role image, Hai Lan House, after fully understanding the spirit of the film, flexibly applied IP elements to recreate art. It not only retained the distinctive personality and interest of the animal stars, but also accords with the aesthetic taste of the public, which makes the fashion design more youthful and fashionable, and closely integrates with the themes such as nature, happiness and environmental protection pursued by the movie, which fully demonstrates the characteristics and vitality of contemporary young people in pursuit of individuality and self.

Zhou Lichen, general manager of Hai Lan home Clothing Co., Ltd. said that Hai Lan's home has been pforming into brand younger, and the cooperation with Dongmeng DreamWorks has created a cross-border entertainment experience for young people.

This not only created a collective Carnival platform for fans of movies, but also promoted the fashion of products through the integration of the international popular IP elements, and used the fashion in the world to serve Chinese men's daily dress requirements. It provided new surprises for consumers with increasingly aesthetic needs, and further enhanced the brand reputation.

Innovation becomes the support of performance

It is not the first attempt of Hai Lan's family that Hai Lan's home and IP successfully cross the border.

Over the years, the innovation mode in the clothing industry has become an important support for the good performance of Hai Lan's home.

Since the beginning of 2002, Hai Lan's home has been trying to create a real layout for the national brand.

From the establishment of China's first clothing store of self purchase mode of mass purchase, to more than 3000 stores now covering the whole country, from the single business men's clothing to the 17 major more than 5000 series of suits, shoes and socks, "Hai Lan's home and men's Wardrobe" are known and recognized by more and more people.

In April 2014, Hai Lan's home was successfully listed as the most valuable clothing company in the A share market.

By the end of 2015, the world's authoritative financial analysis agency Standard & Poor's announced the list of the top 25 of the world's most valuable apparel companies. Hai Lan's home ranked fourteenth in the market value of 9 billion 498 million dollars, ranking before Coach, Prada, Burberry and many other international brands.

In recent years, Hai Lan's home has continuously broken through the new marketing mode to communicate with consumers deeply. "A series of trump card shows such as" fatherly movement ", father's day emotional marketing activities," one gram warm "public welfare activities," quality special "down show, and a series of trump card programs such as" running brothers "and so on.

Continuous innovation attempts not only to continuously establish a new benchmark for the traditional garment manufacturing industry, but also an important support for the stable returns of the majority of investors.

In the three quarter of 2015, the net profit of shareholders in the first three quarters of 2015 reached 2 billion 249 million yuan after deducting non recurring gains and losses, representing an increase of 50.98% over the same period last year.

In the first annual report listed in Hai Lan's home, in 2014, the net profit of the Hai Lan family to deduct non recurring gains and losses belonging to shareholders of listed companies reached 2 billion 241 million yuan, an increase of 73.23% over the same period last year.

For the reasons for the growth of performance, Hai Lan home said that the company focused on building the strategic thinking of "China menswear national brand", accurate market positioning, rich brand marketing, insisting on cost-effective products, further optimizing the layout of stores, improving the management efficiency of stores, and maintaining the sustained and rapid growth of sales performance.

In fact, after entering the 2012 year, China's textile and garment industry has entered a long period of adjustment and pformation.

Looking at the quarterly reports of industry related listed companies, it is found that few listed companies still maintain performance growth in recent years.

Many people in the industry also said that the old mode of garment industry is difficult to continue, the new mode needs to be explored, and the industry does need to enter a new era of integrating acquisitions and industrial innovation.