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In today's sales of physical stores are plummeting, sales of Hai Lan's home are rising, and the branch is also an indirect one.

China's largest menswear retailer released its first half performance in 2016, operating income of 8 billion 763 million yuan, an increase of 10.46% over the same period, and net profit attributable to shareholders of listed companies 1 billion 773 million yuan, an increase of 6.42% over the same period last year.

Competitors such as the seven wolves on semi annual report on the same day

In contrast, the growth of Hai Lan's home is particularly noticeable.

Whether it's a direct store or a franchisee, the income of Hai Lan's home has been increasing both online and offline.

Among them, the line is still the main sales channel of the company, accounting for 95.13%, and online revenue of main business is 417 million yuan, an increase of 99.11% over the same period last year.

Its brand performance is mixed.

In the first half of this year, the core brand of the company, "Hai Lan home", earned 7 billion 443 million yuan, an increase of 12.24% over the same period last year. The brand of the women's clothing brand "Ai Ju rabbit" realized the main business income of 195 million yuan, an increase of 42.98% compared with the same period last year. "Bai Yi Shun Shun" realized the main business income of 176 million yuan, a decrease of 10.69% compared to the same period last year. The professional clothing brand "San Keno" brand main business income was 739 million yuan, a decrease of 9.49% over the same period last year.

In the environment of slowing sales growth in the clothing industry, Hai Lan's home is expanding in a crazy way. There are 652 stores in the first half of this year.

Among them, the "Hai Lan home" has increased by 372, and the "love of the rabbit" has increased by 162, and the number of "100 garments and 100 Shun" has increased by 118, and the total number of stores has increased from 3990 to 4642.

A very important reason for the possibility of "setting up shop against the potential" is that Hai Lan's home has adopted a special franchise mode to redistribute the risk.

It is reported that the franchisee of Hai Lan home does not enjoy the franchise of the franchisee, it only needs to bear the risk of rent and daily operating expenses, and the goods that can not be sold can be returned to headquarters.

This means that franchisees do not have to bear the risk of unsalable goods, and the attractiveness of affiliate increases greatly.

In fact, the risk of inventory is pferred to upstream suppliers.

Hai Lan's home will not pay the full amount of money when purchasing goods to the upstream suppliers. If the products are not sold after the two sales season, Hai Lan's home has the right to return the unsalable goods to the supplier.

As a result, the family of Hai Lan itself plays a role of OEM and upstream and downstream, and its risk in the expansion cost is greatly reduced.

It can be seen that in the first half of the first half of the first half of the 652 door stores, only two are

All the rest are franchised stores.

In the first half of the year, the revenue of Hai Lan's home stores and shopping malls reached 7 billion 670 million yuan, compared with 142 million yuan in the outlets.

According to Xue Danqing, the representative of securities affairs at Hai Lan home, at present, 80% of the new stores in Hai Lan's home can be profitable in the year.

The company, headquartered in Jiangyin, Jiangsu, was founded in 2002. It started with men's wear. Its positioning is outstanding and cost-effective. It mainly focuses on the three line to the six line market, and consumers are mainly middle-aged and old people.

In recent years, the home of Hai Lan has begun to seek pformation from younger to more fashionable.

From a series of moves from product design to advertising marketing, we can see that this company is trying to open up the market of young consumers, such as jointly launching the Madagascar series with the Dongmeng factory, marketing the rainbow wall of the metro, inviting young actor Lin to become the spokesman of the brand image, and sponsoring the popular variety such as running brothers and the strongest brain in the young people.

"Since 2015, the fashion style of Hai Lan home has reached 50% of the proportion, will be more adapted to the needs of the 80 and post-90's."

Xue Danqing said earlier this year.

According to the data, in 2010 -2015, in the Chinese men's wear market,

The market share increased from 0.9% to 4% every year, and surpassed Jack & Jones of Danish group in 2014, becoming the number one men's brand in the Chinese market.