Hai Lan Home'S Men'S Frontiers And Costumes, See How Successful Business Models Create Value.

Behind business performance, there must be a constant profit logic as a support. What is the advantage of Hai Lan's business model compared with other peers? The business model describes the basic principles of how to create value, deliver value and acquire value.

1. clear value proposition: the overall solution for men's clothing.

Men's shopping habits are quite different from that of women. Their consumption behaviors are more purposeful, and they hope to accomplish the established goals in a quick way.

Hai Lan's home provides the overall solution for men's clothing to help customers reduce and save time on clothing choices.

Existing clothing categories include suit suits,

Jackets, coats, down coats, sweaters, knitwear, shirts, T-Shirts, trousers, casual pants, jeans, underwear briefs, accessories, belts, neckties, scarves, socks, leather shoes and so on. There are all kinds of clothes that adult men need.

The products cover all products that adult males need from head to toe, from inside to outside, from winter to summer, from formal to casual wear.

Each store displays a rich array of men's clothing products. Customers can buy a full set of clothes, fully cater to Chinese men's consumption habits, save time and simplify decision-making.

2. accurate customer segmentation: urban white-collar men.

Generally speaking, it is impossible for a garment enterprise to occupy all the market share, but on the basis of market segmentation, it chooses several markets as its target market.

The target customers of Hai Lan's family are men who are 25-45 years old and earn an annual income of 5-10 yuan. This is a "blue ocean" market with relatively small competition but large market share in the brand men's wear market.

In order to make product prices reasonably, we must adhere to the objective of obtaining normal profits.

The price of each suit is only between 480 and 1680 yuan, which is much lower than that of the same grade brand suit, which perfectly realizes the brand ideal of "high grade, medium price".

The "high price method" based on customer segmentation can accurately locate the target market of the brand, develop the middle and high-end market with a positive attitude, and strive to expand the market share on its market level, and shape the image of the everlasting prosperity of the enterprise.

3. affinity customer relationship: "no interference, self selected" men's wardrobe.

Men shop only if they want to buy it. They buy it when they see it, and do not like someone to follow and stare at it.

The family of Hai Lan abandoned the traditional "man to man" shopping guide mode, but provided consumers with an undisturbed and free buying environment.

Clothing products are classified according to their varieties, sizes and specifications. Consumers can choose clothes according to their height and shape.

It is this relaxed and convenient purchase experience that makes more male consumers willing to come to Hai Lan's home, choose a shirt for a suit, choose a shirt and choose a tie, choose a tie and choose a leather belt to avoid the tedious shopping in many stores, and become a fashionable and convenient "one-stop" consumption.

At the same time, catch the characteristics of men shopping directly, do not love too much bargaining, for all goods are sold at one price, according to the tag price.

In addition, we insist on no discount and no price cuts throughout the year to maintain brand image.

4. standardized channel access: managed franchise, standardized operation.

Franchisees do not participate in the management of stores, and all their work of goods delivery, store management and business operation are standardized by Hai Lan's home, and even the location of stores is determined by them.

In the specific operation, unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified training, unified settlement, and unified chain operation and management are carried out. Truly, both "Lian" and "lock" and "Lian" have lived in the brand. "Lian" has lived in the image, "Lian" has lived in the product, "Lian" has lived in the service, and has "locked" the management so that every store can operate according to the standardization mode of the company, and every department of the company can also serve the store according to the standardized business process.

The indoor shopping environment of Hai Lan home store is the display environment of products. The design of interior space interface is changed from complex to simple, and the customer's attention is pferred to the display itself.

In the combined design of space function zoning, we should pay attention to the comfort and comfort of the sales environment, and create a buffer and meditation for consumers who are tired of shopping.

Fitting room

To create a sense of home, the humble daily necessities on the wall are tools for fitting fitting clothes. Hanging clothes hooks meet the hanging bags and clothes that are brought with them. A pair of slippers, a protective hair and makeup headset bring convenience to consumers trying to wear, but also reflect the meticulous concern of businessmen.

In the design of lighting environment, lights are gathered on a main garment to guide the attention and attention of consumers, reduce the intensity and change of light, and avoid consumers' tension and disgust.

Clothing stores are the most direct appearance of sales. In the commercial environment where shops are built, the design of Hai Lan's home is reduced to the same similarity and similarity. It highlights differences and stimulation, and produces a refreshing visual impact on consumers' visual fatigue, highlighting the style and personality of clothing brands.

Standardized store management and humanized design create a comfortable environment for consumers and make the whole experiential shopping session enjoyable and relaxed.

Zhou Jianping, President of Hai Lan's home, once said two small stories: "a franchisee wants to set a Fortune Cat on the counter. We say no, because this does not match the image of Hai Lan's home.

Another franchisee was not at ease about the salesperson's ability. He moved a small stool every day to supervise the shop, so that he sat away in less than a week.

5. key cooperation of high viscosity: "offline millet" joint mode.

The supply chain management mode is a bit like millet. In the upstream, there is no factory on its own. It is a foundry agent. All the clothing designs and styles are supplied by the designers of the suppliers, and they are not directly involved in the design.

However, after the design of the supplier is completed, the headquarters of the Hai Lan home will be selected by the designers of the headquarters. The designers at headquarters will assess which styles are likely to sell well and place orders according to the prevailing fashion trends.

Behind the close cooperation between Hai Lan's home and suppliers is the benefit sharing mechanism, which combines the interests of suppliers and branding parties through the combination of sales payment, unsalable goods return and the two purchase.

The relationship between the supplier and the supplier is a "returnable pool" relationship, and two products that are still unsalable after the good season can be returned.

In this way, suppliers are no longer simple OEM manufacturers. In order to improve the sales rate and profit margin, we must understand the market trend and seamlessly link up with the brand Fang Hai Lan's home to produce marketable products.

Of course, Hai Lan's home is not appropriate to "hand over the shopkeeper". It needs to help suppliers improve the sales rate and improve the efficiency of the store.

Through the establishment of a mechanism of sharing interests and risks, the suppliers, franchisees and branding parties should be set up as a community of interests so as to realize the various links of the industry chain and their respective benefits and common development.

6. efficient key business: supply chain integration.

In the supply chain management, Hai Lan's home is a typical SPA (own trademark clothing store) enterprise, that is, having its own original brand and realizing self production and self marketing.

From production to sale, the whole process is unified management to reduce intermediate links and reduce costs.

For the first time, a new concept of clothing production was put forward, that is, garment development started from primitive wool, and the whole industry chain from wool to clothing finished products was first taken shape in the domestic clothing industry.

From farms to workshops directly into stores, all of them use their own resources, without any middlemen involved, effectively control costs and quality, and directly give profits to consumers.

At the same time, no matter from the print design, fabric selection, quality management to strictly implement the international garment industry production standards, in this process, experienced the most pure circulation.

Hai Lan's home is a highly flattened platform in the entire supply chain. Like an interface, it organizes all kinds of resources and eventually forms a unique product and brand. It does not own too much resources, but all kinds of resources play the biggest role in him.

At the same time, Hai Lan's home continues to expand online traffic, integrate online resources, match the pricing strategy under the line without discount, and do not cut prices, and strictly guarantee the same price on the same line.

And with Tmall, vip.com and other platforms, independent innovation planning shops in line with brand tonal activities, enhance brand online influence.

Through the precise shopping experience and service, we can enhance the consumer shopping experience.

In the first half of 2016, online revenue of main business was 416 million 901 thousand and 700 yuan, an increase of 99.11% over the same period last year.

7. core resources: Men's clothing national brand intangible assets and high realized offline flow.

While doing the product well, we should strive to create a brand image.

Through the selection of popular variety shows such as running, brothers, the great challenge, the strongest brain and other columns to enhance brand awareness.

To increase the net red characteristics of star Lin update as brand spokesperson, consumer interaction improves stickiness and repurchase rate.

Seize the "father's Day", "Spring Festival" and other festivals for emotional marketing, causing consumers' emotional resonance.

Strategic cooperation with Oriental DreamWorks, inject more themes and cultural connotations to products and brands.

Huge sums of money are broadcast in CCTV news broadcast, weather forecast, evening news and dialogues.

The slogan of "Hai Lan's home, man's Wardrobe" is known to everyone and has become popular among the people. It has also established the status of "men's clothing national brand".

More than 3000 homes under the sea lane

All of them are located in the core business circle with large traffic volume, which brings huge traffic entry. Moreover, stores have a higher purchase rate and a higher liquidity rate.

Why can clothing stores become the entrance of circulation? Clothing consumption is frequent and seasonal, and it is a direct business related to people's daily consumption.

Why shopping centers are willing to make good location for famous clothing enterprises, because they can bring the flow under the line, and after having traffic, everything else is easy to handle.

So Zhou Chengjian said that Hai Lan's home is not a garment, it is a flow under the line.

8. the cost structure of light assets: low proportion of advance payment.

Hai Lan's home is a typical "light asset" mode. It mostly outsource or completely outsource production links and part of sales channels. The focus of its operation lies in the links of brand operation, terminal channel and supply chain management.

Seize the commanding heights of the industrial chain and value chain, and then weave a smile curve.

On the specific operation, the production link is outsourced to the manufacturer by means of labor contract, and downstream products are sold through franchised stores, shopping malls and direct stores.

When goods are initially put into storage, the amount paid to the supplier will not exceed 30%, and the subsequent funds will be settled monthly with the actual sales of the goods.

9. low risk revenue sources: franchise fees and profit sharing.

When the franchisee enters the Hai Lan home distribution system, about 2 million yuan will be needed, of which 1 million will be charged for shop rents, utilities, decoration, industrial and commercial taxes and fees, personnel salaries and logistics pportation. The other 1 million is the goods that are delivered to Hai Lan's home, which can be returned in 5 years.

In addition, 60 thousand of management fees are paid annually.

Hai Lan's home and affiliate stores distribute their business income according to a certain proportion, and they will settle accounts every day.

According to public data, the annual return on investment of Hai Lan's franchisee is about 20%. According to the industry's theory, it is a way to make clothing brand. In the past few years, its closing rate is only about 2%, far lower than that of other garment enterprises in the same industry.

The product strategy determines that it is more suitable for multi product and small batch flexible production mode.

Flexible production is a market-oriented production mode of on-demand production to meet the changing market demand and fierce market competition. Its advantage is to enhance the flexibility and adaptability of manufacturing enterprises, shorten the production cycle, improve the utilization rate of equipment and labor productivity, and improve the quality of products.

Based on terminal consumer database, flexible production can get more data support.

More fashion frontiers, please pay attention to the world clothing shoes and hats net.