Hai Lan'S Family Speeds Up Shop Opening Rhythm And Plans To Set Foot In Women'S Clothing.

Since 2016,

Impact, commodity homogenization and other factors, tradition

Industry is becoming increasingly sad, and enterprises are frequently adjusting their terminal retail outlets.

Recently,

Xue Danqing, the representative of securities affairs, said that Hai Lan's home has accelerated the pace of opening up this year, and plans to add 700 stores to the whole year. The total number of stores has increased by 235 in the first quarter. Following the larger adjustment of inefficient stores in 2015, the overall expansion of the channel is expected to accelerate in 2016, and the annual performance is expected to increase by quarter.

Yang Chen, an investment analyst at Wan Delong, said that in recent years, the impact of the Internet and the growth of terminal consumption have made the physical stores of men's clothing industry difficult. However, in the case of Hai Lan's home, the number of stores in the men's clothing industry has grown from 1389 in 2010 to 4225 in the first quarter of 2016. However, Hai Lan's home has limited funds and investment funds. With the help of this light asset, Hai Lan's home has limited risk on its expanding road. If the existing franchise's profit quality does not decline, this mode is sustainable, otherwise this mode will be greatly affected.

In Yang Chen's view, in the face of the plight of the clothing industry and the impact of online stores, most men's clothing brands will choose industrial pformation to invest in other profitable markets.

This may be a good thing for the profitability of enterprises, such as YOUNGOR's rapid growth in net profit of 132% in 2014, but for its main men's clothing industry, other men's clothing manufacturers have not made substantive adjustments except for the nine shepherd kings. Jomoo's industry is just a strategy to promote flat marketing, and the sale management center and commodity management center are stripped.

Similar to menswear brand fine-tuning can not change the main business of the plight, the current market will not change, stores may continue to shut down, allowing more market share.

This is a great opportunity for the Hai Lan family, which is now expanding substantially.

Yang Chen said that under the bad environment of the whole men's clothing, Hai Lan's home has kept the number of stores steadily expanding while constantly improving the quality of its stores and optimizing the layout of its stores.

This rapid and low cost extension mainly benefits from the higher financial input of franchisees.

At the same time, Hai Lan's home uses a business model similar to that of straight battalions, and franchisees do not enjoy franchise rights.

Since franchisees do not participate in management, they do not have to bear the risk of unsalable merchandise. This is also an important factor attracting the joining of Hai Lan's home.

Franchisees only need to bear the risk of rent and daily operating expenses, and the goods that can not be sold can be returned to headquarters.

In addition, Hai Lan's home will not pay the full amount of money when purchasing goods to the upstream suppliers. It will pay 30% before 2014, and the proportion will be reduced to 25% after 2014. After the two sales season, the products have not yet been sold.

As a result, Hai Lan's home shifted the bulk of the biggest retail sales risk to the original supplier, and played a role of OEM and upstream and downstream.

Yang Chen also pointed out that the cost of franchisees in Hai Lan's home mainly depends on the capital input from the franchisees, and the risk they take on the expansion cost is relatively small. However, if the franchisee's profitability decreases or even losses, it will release adverse signals that affect potential investors and impede the expansion of Hai Lan's home.

The strategic goal of Hai Lan's home is to become a national brand for men's clothing. According to the current market share, the expansibility is strong.

But the goal is too large and too far. On the way to growth, it is still facing the expansion scale, profit quality and potential competitors, foreign manufacturers of new markets, macroeconomic environment and other factors. The faster the expansion, the greater the risk of the whole supply chain (suppliers, billows and franchisees).

Xue Danqing, the representative of securities affairs representative of Hai Lan home, also revealed that Hai Lan's home will enhance its quality at the same price in the future, so as to enhance its performance price ratio and launch a high cost performance bursting fund.

At the same time, taking into account the market bottlenecks of a single category, Hai Lan's family plans to set foot in women's money and conduct multi category businesses.

Commodity management consultant Hongyang said in an interview with reporters this afternoon that women's clothing is very complicated, with different styles, short life cycle, fast turnover speed, high fashion sensitivity and meticulous degree. If there are no special buyers or women's designers, this business is bound to be difficult to carry out smoothly for an enterprise dominated by men's clothing.

Reporters also learned that the existing designers of Hai Lan's house had more than 200 people. In addition, they also cooperated with other fashion design companies. Analysts told reporters that if the future of Hai Lan's family involved in women's clothing category management, the biggest possibility was to take the nature of "outsourcing". Although this self grope or lead to "trial and error" cost is too high, but multi category business for Hai Lan's home, opportunities and challenges coexist.

However, Xue Danqing also said that the home of the sea LAN in the change of business is to maintain a cautious attitude, the home of the sea LAN focused on the main business, even if there is a change plan in the future, it is not expected to use the brand of the sea LAN, but a new brand.