How Did Hai Lan'S Home Do More Than Ten Billion Revenue In The First Three Quarters?

According to the world clothing shoes and hats net,

"This fatal word has become a common phenomenon among the public. The traditional shoe king BELLE has reduced its retail outlets by 167 in the first quarter, keeping the speed of closing 3 stores a day.

Related reports are also rare.

What is more shocking is the former clothing King.

In the first half of this year, the net loss reached 60 million 190 thousand and 800 yuan, the annual loss exceeded one hundred million yuan, and over 1500 stores were closed in 3 years.

In 2009 and 2010, Zhou Chengjian, the founder of Metersbonwe, had also made two trips to the mainland's richest garment industry.

In the first half of 2016, the traditional clothing industry in China was hit by a huge impact. 10 brands closed more than 10000 stores.

Everyone shouted at the world, and hurried to pform, trying to break the traditional business model.

In this traditional clothing industry unprecedented cold wave, to survive means everything.

But at this time, we suddenly found that a brand around us is making great strides forward, not only maintaining the expansion rate of 100 stores every month, but also earning billions of dollars in the first three quarters of this year.

This brand is the home of Hai Lan. How did it do it?

Pay to join, then lie down "counting money".

Zhou Jianping, the founder of Hai Lan's home, was originally a photographer in Jiangyin, Jiangsu. After contracting the wool mill in town in 1988, he changed his clothes.

In 2002, when Zhou Jianping visited Japan, he was inspired by the Japanese clothing brand.

He was deeply impressed by the rich category, the civilian price and the buying method of the shopping volume.

After Zhou Jianping returned to China, the first store of Hai Lan home opened in September of the same year, which brought different business models.

First of all, there is no factory in Hai Lan's home.

Second, the fashion design of Hai Lan's home can't be stylish, but it's not very low.

The real operation of the sea Lan's home is its advanced mode of operation. The vast majority of clothing brands make their own product design, commissioned by the factory to produce, and then together with distributors and franchisees to build sales channels.

But Hai Lan's home is completely different, basically does not design products, most of the products are ordered from hundreds of thousands of suppliers across the country.

All products are designed and manufactured by the supplier themselves.

Anyway, the purchase money is not paid, if you make things too ugly to sell, settlement will have to drag on for a long time.

That is to say, Hai Lan's home is only responsible for selling clothes, but the pressure of sales is bigger than that of suppliers.

The most important thing is the big kill of Hai Lan's home.

If you want to join Hai Lan's home to open a store, you need to pay 2 million yuan.

Of these, 1 million are used for store decoration and staff training, and the other 1 million are mortgage deposits to Hai Lan's home.

Please note that franchisees do not enjoy managerial power, but are managed by Hai Lan's home.

That is to say, if you don't do anything, you can enjoy the sale share, and the goods that can't be sold can be returned to headquarters.

And Hai Lan's home, through this way to raise a large amount of cash, and then continue to expand the shop with this fund.

The more the shop opens, the more money the Hai Lan's family will have.

In this way, Hai Lan's home is more like a financing financial company.

According to this model, the annual net growth of Hai Lan's home is 605471497461 and 263 respectively in 2011-2015 years.

It can be seen that the growth rate dropped sharply in 2015. This is mainly due to the external environment and joining requirements (such as margin). But this year, Hai Lan's home relaxed the demand for joining, making the net sales of the first three quarters to reach 972 in the first quarter of 2016, and now there are nearly 5000 stores.

Today, the market value of the former woolen mill is over 80 billion yuan, the largest garment company in A shares, ranking fourteenth in the world's largest apparel accessories and luxury goods company.

Last year, Hai Lan's net profit growth was second only to UNIQLO.

Bombing marketing to enhance brand effect

Another thing worth mentioning is the marketing of Hai Lan's home.

You won't be unfamiliar with the two men who go to the house of Hai Lan every year and the wardrobe of men.

"Two times a year" and "men's Wardrobe", we should say that Hai Lan's home has identified the user interface and consumption habits at the very beginning, determined the main men's clothing market, and focused on three or four line cities.

In addition, Hai Lan's home also carries out bombing marketing not only to smash CCTV advertising, but also to increase the exposure rate of the network and to capture variety shows, such as the sponsorship of running brothers and the strongest brain.

On the Internet, Hai Lan's home invested far more than other clothing brands.

In order to win the young market, Hai Lan's home also invited Lin update, Chen Xiao and other popular small meat to join the endorsement.

Bombing propaganda has made the brand image of Hai Lan home established, and the brand effect is also expanding.

Journey of color.

The key is to do four things right.

The problem of rapid rise cannot be ignored.

On the whole, in the overall weakness of the textile and garment industry, Hai Lan's home has entered a fast development channel, but it also has its own problems.

For example, because suppliers are too numerous and too complicated, quality control increases the difficulty. This is mainly reflected in the details: buttons are easy to fall off, and there are many threads.

In addition, the inventory of Hai Lan's home is too large.

To this end, it has also set up a new brand to deal with inventory.

One of my personal worries is that the development of franchised stores is very fast due to the unique business mode of Hai Lan's home. This requires more supply, greater difficulty in quality control, and a backlog of more stocks.

Of course, compared with other brands, shops and businesses are facing crisis. Hai Lan's family has enough time to solve these problems.

More interesting reports, please pay attention to the world clothing shoes and hats net.