Hai Lan's Home Does Not Sell Clothes And Sells Traffic.

China's A shares have the highest market value. clothing Enterprise -- Hai Lan's home 。 According to the current valuation, the market value of Hai Lan's home is about 40 billion. Now, local clothing The industry is not very good, but Hai Lan's home There are still more than 3000 stores.

　　 Brand value 11 billion, clothing first brand

Hurun Research Institute released the 2015 Hurun brand list. Hai Lan's home The brand value is 11 billion yuan, the brand value is 41% higher than that of last year, accounting for 17% of the market value. It has become the first clothing brand with the brand value exceeding ten billion yuan in China.

　　 Hai Lan's home It ranks 72 in the list of the 2015 most valuable Chinese brands in the Hurun Research Institute, up 1 from last year. In addition, Standard & Poor's, the world's authoritative financial analysis agency, released the list of the top 25 apparel companies in the world market in December 29, 2015. The Chinese men's brand Hai Lan home ranked fourteenth in the market value of US $9 billion 498 million.

　　 Targeting the market and creating men's wear brands

How men dress has become an important topic. This is not only a way to attract the opposite sex, but also a successful display of men. Decent dress can well embody personal taste and personality. Different styles, materials and colors have different collocation skills, and match with their physique and personality. Otherwise, good clothes can only be used to imitate themselves. So men are paying more and more attention. clothing The market for men's clothing is also increasing.

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."

From "man's Wardrobe" to "China" Men's wear National brand " Hai Lan's home Accurate insight into the psychological characteristics of men's clothing, through the comprehensive choice, high quality clothes, people's price and ease of shopping experience, the most understanding man heart, fit man type.

In 2015, the three quarter of Hai Lan's home business achieved a business income of 11 billion 325 million yuan. In the current downturn of the clothing industry, Chinese consumers voted directly for the family of Hai Lan with the purchase behavior, which made the success of the Hai Lan home's contrarian growth.

　　 Never discount, the main line is three or four cities.

Nowadays, the local garment industry is not very good at all. Hai Lan's home There are still more than 3000 stores.

　　 Hai Lan's home Never discount, at the beginning of the price, let the consumer take the popular route, but the price of the people does not mean that the quality requirements are reduced. The sea Lan's home has the most stringent quality control standards in the industry.

Zhou Jianping once explained that sometimes consumers are afraid to buy new models 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.

In addition, Hai Lan's home There are not many competitors. Friends from north to Shanghai may be very strange, because almost no one wears the family of Hai Lan. Because Hai Lan's home is now the three or four tier city, and the first tier cities are not common. Because it is the main male, so there are differences with other brands such as UNIQLO. That is to say, in fact, there is no direct competitor in Hai Lan's home.

　　 Online and offline dual channel marketing

Many traditional enterprises that encounter the impact of the Internet are at a loss: the volume of traditional entity shops is less, but the problems of rent, water and electricity, wages have not dropped, and the problem of declining performance and low profits has come. What should we do? Some enterprises have chosen to close down the loss stores and reduce the business area, so as to avoid the continued drag on their performance.

　　 Hai Lan's home The way to do this is to have clothing suppliers and franchisees play together. In the upstream, all garment designs are provided by the supplier's designers. After the completion of the supplier's design, the headquarters of the Hai Lan home is required to be audited by the head designer. If two clothes are not sold out in season, suppliers need to buy them back.

In the downstream, open shop and open shop, and general. clothing The brand is different, after the franchisee handed in the membership fee, they still need to pay the shop clerk's salary. Moreover, they do not need to participate in the management and management of the store in person.

It can be said that Hai Lan's home sells clothes instead of clothes. Supply chain The ability to manage a store is a light asset model.

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

Hai Lan's home sells clothes, but not clothes. The bottom line of Hai Lan's home is not the difference in the price of clothes. Zhou Jianping once replied, "who says I sell clothes?"

　　 Online retailers The essence is the circulation business, has the flow, has the entrance, you sell the advertisement to make the marketing, all is making money, Baidu's advertisement, Ali's Taobao, in essence is the traffic business. The key is how to do the circulation business under the line?

There are more than 3000 stores in Hai Lan's home. They are all talking about O2O now. Physical store The value revaluation, because the entity store to that place, itself is a big advertisement, is the circulation entrance; moreover, the more than 3000 shops of Hai Lan's home are many in the three or four line cities, in the three or four line cities, the commercial center is very concentrated, you open a shop, the entire city people soon knew, this is the flow. With the flow, everything else is easy to handle.