Sticking To The Field Of Men'S Wear, How Does Hai Lan'S Home Break Through The Great Threshold?

Quanzhou menswear brand occupies an important position in the Chinese men's clothing industry. The brand name is the seven wolves and the nine herdmen. The former (clothing plate) was listed in Shenzhen in 2004, and its revenue was 2 billion 773 million yuan in 2013. In 2014 and 2016, it was 2 billion 390 million yuan and 2 billion 635 million yuan respectively; the latter in 2011, Shanghai, and 2015, respectively, were 2 billion 257 million yuan and 2 billion 271 million yuan respectively.

For them, many years ago, we did not forget our initial business, but we could not break through the threshold of 3 billion yuan.

5 billion and 10 billion is a huge threshold.

Let's look at the representative brand of "Zhejiang School" - also the Chinese men's wear leading enterprise -- YOUNGOR, Shanshan and YOUNGOR in 2015, with a revenue of 14 billion 500 million yuan, a net profit of about 4 billion 400 million yuan, of which 4 billion 460 million yuan was realized in the apparel sector, 4 billion 300 million yuan in Shanshan in 2015 and 665 million yuan in net profit. In 2016, the company's clothing business revenue accounted for only 1/10 of its total revenue.

Sticking to the field of men's wear and winning the obvious advantage is Hai Lan's home.

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In addition to taking the lead in creating a self-service marketing model for Western-style clothes, it also advocates the marketing concept of "high quality and medium price".

The product of "Hai Lan home" has experienced the most pure circulation link, directly from the factory to the store, directly giving profits to the consumers, and achieving the brand ideal of "high grade and medium price" perfectly.

Offline sales of self run and "straight battalion", procurement link "credit, joint development, sales of unsalable goods return and the two purchase mode of combination" - the core content is: unsalable goods can be returned, do not bear the risk of tail cargo.

There are two obvious advantages in the core sale terminal of Hai Lan's home: the self run + the "direct battalion": one is to ensure the unified operation management mode and brand image, the other is to attract dealers, and better absorb social capital to join in the big business.

Credit purchase and joint development in the procurement process can reduce capital occupation and reduce development costs, and the return of unsalable goods is a great benefit to brand clothing enterprises. Inventory is the biggest enemy of footwear industry.

The advantages of an enterprise and the image of a brand have gone through the baptism of time and the precipitation of time. They have their unique causes and opportunities; the secret of "direct battalion" and "withdrawal from stock" need to be deep inside to understand and understand more.

After more than 10 years of development, it has gradually grasped the initiative in the system with the core of Hai Lan as the core, and has been able to mobilize upstream and downstream resources to "do their jobs, benefit from each other and develop together".

One of the advantages.

Perhaps the best embodiment of a company's competitiveness is its continuous production and sale of its products.

Smooth product sales generally need two capabilities: marketable products and good store operation capabilities.

Hai Lan home and suppliers jointly develop products, make full use of the design resources of the latter, select products by professionals who are familiar with the market and enrich the terminal retail experience; "control the proportion of the first order products, analyze the store sales data, and quickly adjust the goods and fill the bill"; set up a marine company to reduce the pressure of suppliers through the two purchase of return commodities (buying stock).

The above measures strongly support the marketability of products.

Strong information system construction has improved the efficiency and meticulous management of supply chain and inventory, and self managed and "direct battalion" mode has effectively controlled the terminal, which has strongly supported the good operation of the store.

Hai Lan's home has invested a lot of energy in good store operation ability, which can be seen in the financial information: expand the advantages of shops, consider the layout of stores; "real time PK, encourage backward, encourage advanced, and strengthen target shop tracking"; different business circles adopt different ways to expand their thinking, improve the efficiency of opening stores; "the service concept of Hai Lan's family is deeply rooted in the hearts of the people, constantly winning customers and markets"; "strengthen PK, stimulate the work enthusiasm of store staff and managers at all levels, tap the potential of employees, and maximize the sales of stores."

In 2017, Hai Lan's home, an updated piece of Lin's commercials, confused many fans. Each frame was as beautiful as a picture, showing the texture and enchantment of the clothing. His products such as linen, linen, shirt, jacket and so on were also praised by the people on the Internet.

Enough brand exposure has greatly enhanced popularity and influence. Hai Lan's brand has become younger and keeps up with the trend.

As a national Menswear, the brand of "mass flow" positioning needs to be adequately disseminated.

At the same time, it has increased the intensity of Internet advertising, and has tried in the field of IP.

The store of Hai Lan's home.

And shine, especially at night and lighting.

More attention should be paid to the world clothing shoes and hats net.