What'S The Future Of Hai Lan'S Home? 5 Secrets To Its Success

Recently, on the list of Hurun richlist announced, Zhou Jianping, chairman of Hai Lan group, once again ranked 293rd in the world's richest list for $5 billion 100 million.

The richest man.

In fact, since 2014, the main body of Hai Lan group

Since backdoor listing, Zhou Jianping has been occupying a place in the rich list.

The company based on business clothing retailing has brought hundreds of millions of wealth to Zhou Jianping.

In the case of declining performance in the traditional clothing industry, Hai Lan's first half year revenue and net profit rise is not easy.

According to the latest semi annual report, in the first half of this year, Hai Lan's business income and net profit were 8 billion 760 million yuan and 1 billion 770 million yuan respectively, up 10% and 6% compared with the same period last year.

In the first half of the year, Hai Lan's home added 652 stores, and the speed of expansion was surprising.

It should be noted that in the great era, Hai Lan's home is still unable to be independent. Although half year's performance is still upward, but the growth rate of Hai Lan's home this year is also declining with the growth rate of 20%~30% at the previous two years.

In the near future, it is also said that the company will break the single bottle neck and will enter the market of women's clothing. Is it possible to make the cake grow smoothly under the fierce competition? Will the growth rate slow down? What is the new plan for the company in the future?

From selling cloth to selling clothes.

Zhou Jianping's first pot of gold, which originated in wool textile industry, was made by photography studio. However, this experience, whether in his personal interview or in the media coverage, was basically ignored and the starting point of the story was 300 thousand yuan earned by the studio.

In December 1988, Zhou Jianping, 28 years old, invested 300 thousand yuan in financing the Xinqiao third woolen mill, which belonged to the collective nature.

A military order has been put together. "Money, I will come out; risk, I will bear it; the enterprise has been built, it is a collective; if it fails, even if I pay the tuition fees."

At the beginning, there were only 18 employees in the woolen mill.

At that time, almost all the wool mills in the country were operating the flourishing woolen business, and the third woollen mill was no exception.

The change began in 1991 when Zhou Jianping went to fir with his friends.

Ordering, he found that the market demand for worsted fabrics was very large, but the market participants were scarce. In those days, he adjusted the development strategy of the three wool spinning mill, completely abandoned the woolen Market, and concentrated firepower on the worsted business.

Then the wool spinning factory developed rapidly. In 1994, Sanmao's Worsted product sold more than 100 million yuan a year, becoming a rising star in the wool textile industry.

It was also this year that the group empire of Zhou Jianping, Jiangsu San Mao Group, was formally founded. By 1996, the total assets of the group had reached 5 billion 500 million yuan, and the annual production and sales were 1 billion yuan.

At this time, Zhou Jianping's ambition was not just satisfied.

Produced, he began to hope to use his own advantages to enter the garment industry.

In 2001, the "San Keno" brand, which focuses on professional wear, was officially established. Now, San Keno is still contributing to the group. Data show that in the first half of this year, "San Keno" brand revenue reached 740 million yuan, taking up about 20% of the group's revenue source.

Setting up China's "UNIQLO"

In 2001, the San Mao Group was officially renamed the Hai Lan group. Zhou Jianping hoped that the group would "create a magnificent business with boundless and boundless sky".

The real pformation began in 2002, when Zhou Jianping visited Japan, and the Japanese brand UNIQLO, which was rich in type, cheap in price and highly selective, bought him attention.

At that time, similar brand chain stores had not yet appeared in China, and Zhou Jianping hoped to become the first "crab eating" person.

After returning home, Zhou Jianping set up Jiangyin Hai Lan home dress Co., Ltd., leading the team to carry out market research and brand planning. In September 2002, the first branch of the men's clothing "Hai Lan House" was officially opened in Zhongshan North Road store, Nanjing.

Statistics show that UNIQLO was founded in 1963, when it was only a small clothing store selling Western-style clothes. After 1984 male Liu Jing Zheng chairman took office, he first introduced the sales of fashion stores, which led to the hot selling of UNIQLO.

Why can UNIQLO succeed? In addition to the rich products, the self selection of mass goods and the popularity of civilian prices, the low cost brought by brand building and unified operation of stores is an important factor. Brand brings customer flow, and unified management of stores helps to lower costs and deepen brand.

It was from the model of UNIQLO that Zhou Jianping relied on the home of Hai Lan to keep busy. By the end of 2003, Hai Lan's home had 50 stores and sales revenue reached 200 million yuan.

In May 2012, Hai Lan's family tried to sprint IPO, but failed.

It was not until 2014 that Hai Lan's family was officially listed on the market through the backdoor technology, and its market value reached 40 billion yuan. In those days, the Zhou Jianping family ranked 23 in Forbes's China rich list with 26 billion 900 million yuan.

Strong sense of brand marketing

Like many of the leading clothing industry leaders who are still active in the capital market, Zhou Jianping, who doesn't earn tailoring money, is also an early awakening of brand awareness.

In the late 90s of the last century, Zhou Jianping renamed the "Sanmao" brand as "San Keno", and "imported western style felt more upmarket."

Zhou Jianping said.

At that time, he also spent $7 million to invite Tony Leung as the brand spokesman.

In the brand building of Hai Lan's home, Zhou Jianping has spared no effort. In recent years, a familiar advertisement has appeared on TV, such as "men visit two times a year", "men's Wardrobe" and "create men's exclusive". The brand positioning is firmly fixed in the male group over 18 years old, and the price is more close to the people.

The brand of Hai Lan home has been established for more than ten years. Zhou Jianping has hired the famous Hongkong program host David Wu, the new film star Yin Xiaotian and the new generation idol Du Chun as the image spokesperson. In 2016, the group began to take the younger route, and introduced Lin Yue and Chen Xiao to join the spokesmen.

In addition, Hai Lan's family has also sponsored programs such as running brothers and the strongest brain. The brand effect has been expanding.

Calling "UNIQLO"

In September 2014, at the meeting of investors at Hai Lan home, Zhou Jianping, chairman of the board, gave a speech to UNIQLO.

"I want to fight with UNIQLO!"

Zhou Jianping's so-called "challenge" does not really mean anything. The main types of clothing of the two companies are not the same. But in Zhou Jianping's view, "UNIQLO" development mode is the goal of learning and imitation.

According to the latest financial reports, in the 5 months from September 2015 to February 2016, the operating profit of UNIQLO was about 3 billion 800 million yuan. In the first half of this year, the business profit of Hai Lan's home was only 2 billion 400 million yuan, which was far from that of UNIQLO.

But Zhou Jianping is still strong enough to catch up with UNIQLO. There is no doubt that the "direct battalion" model created by Zhou Jianping is one of the sources of the company's bottom line.

It is understood that Hai Lan's home has outsourced the production and design aspects of clothing, and the design and style of all garments are provided by the supplier designers. Later, the designers of Hai Lan home headquarters choose the styles according to the prevailing trend, and finally place orders.

Hai Lan's home does not participate in the upstream chain of clothing itself. The benefits are obvious. First of all, it is reflected in the decline of cost. The cost of heavy assets, such as designers, factories, factories and workers, has dropped sharply.

The clothes sold by Hai Lan will also be returned to the manufacturer or the two purchase from the manufacturer's office, which will be sold by the discount store brand.

Downstream chain, Hai Lan's home to encourage franchisees to invest in the way to expand the number of stores.

However, the franchisee can only own the ownership of the store and bear the cost of operation after they have paid the franchise fee. In fact, the franchise is still owned by Hai Lan's home.

According to Zhou Jianping himself, this is mainly aimed at strengthening the control of brand terminals.

Thousands of stores in Hai Lan's home are receiving consumers with unified image and standardized services.

Such a way also directly reduces the threshold of franchisees. As franchisees, there is no need to have a deep understanding of the business or clothing industry, only to ensure the operation of funds. This has also become one of the reasons for the rapid expansion of the next store of Hai Lan's home.

They all say that Hai Lan's home is "selling clothes", but from the cards played by Zhou Jianping, Hai Lan's home is more like a clothing industry service provider selling brand influence, business services and store traffic.

This may also reflect Zhou Jianping's unique ability in brand building, publicity and so on. The flow of stores brought by the brand is the core competitiveness of Zhou Jianping.

Claiming to enter women's wear

Obviously, Zhou Jianping is also facing some problems, mainly from the economic downturn, the impact of electricity suppliers and industry competition. The company's revenue and net profit in the first half of the year are still rising, but there has been a significant slowdown.

Zhou Jianping also began to make some innovative attempts to the main business, such as the proportion of light products added to the big year, expanding the target customers from the mature adult men to the younger ones. It is understood that since 2015, the fashion style of Hai Lan's home has reached 50%.

Recently, in an internal meeting with securities dealers, Hai Lan House said that considering the bottleneck problem of single category, she plans to set foot in women's clothing.

But Hai Lan's home did not give specific detailed plans and timetables.

"The business mode of Hai Lan's home is not exclusive at the moment. More local men's clothing brands or other category brands are imitating follow up. For Hai Lan's family, it is full of urgency and strong desire for change."

Senior fashion expert Cheng Weixiong said.

But compared to men's clothing, the women's clothing market is obviously faster and more competitive. Zhou Jianping's proud asset management mode still needs to be observed in the operation of women's clothing.

Zhou Jianping, a 56 year old entrepreneur, has apparently completed his military orders and expanded the capital map.

Most notably, he spent 1 billion 600 million yuan in 2010 to build "Hai Lan International Equestrian Club".

In response, Zhou Jianping humorously said to the outside world, "some people say that my International Equestrian Club is" no business, "and has nothing to do with Hai Lan's industry.

But in my opinion, making clothes is a brand, and we must integrate many cultural elements. Strengthening horse culture is an important move in group strategic pformation.