Tmall Works Together With Hai Lan'S Home To Replace 5000 Stores In Black Technology

Do you remember the home of Yin Xiaotian, who was turning, jumping and shouting "this man's Wardrobe" never stopped? Today, the national brand has not only played a new retail business with Tmall, but also stepped into the overseas international market.

Mention

Many advertising audiences remember Yin Xiaotian's classic advertisement of spinning and jumping.

Now the sea Lan's home has changed the spokesperson from Yin Xiaotian to Du Chun, and from Du Chun to Lin renewal, and let Zhang Xuefeng wear the coat of Hai Lan's home all the way to Mars intelligence agency.

This "men's Wardrobe", known as "enough for two times a year", is no longer the national brand of the year.

Behind this, the change made by Hai Lan's home is far more than replacing the image spokesperson.

Tmall new retail

Become smart store 2 edition "eat crab first"

In August 30th, Zhou Jianping, President of Hai Lan group, Mr. Zhou Lichen, chief executive officer of Alibaba group, Liu Xiuyun, chief executive of Alibaba group, and Liu Xiuyun, President of Tmall fashion department, completed the signing of the new retail strategic cooperation in hall 9, Alibaba Park, Shanghai.

Zhou's father and son, who had always been low-key, came out together and expressed great sincerity.

From left to right, they are: Zhou Lichen, President of Hai Lan group, Zhou Jianping, chairman of Hai Lan group, Alibaba CEO Zhang Yong, President of Tmall apparel group, Liu Xiuyun.

Liu Xiuyun, President of Tmall fashion department, said Tmall will help all 5000 stores of Hai Lan home to conduct all offline pactions and digitalization of members, so that offline pactions can be as consumers can touch, identify and operate on line, so as to accelerate the digitalization of smart stores and purchase and re purchase them in the life cycle of consumers.

It is understood that around

The original business department of Alibaba has been upgraded to cloud retail business department. The future plan will continue to build smart store 2 million million line stores.

The cooperation of the National Men's clothing Hai Lan's home will become the "first eating crabs" of the intelligent store.

Imagine this scenario: in the future, when you enter the store of Hai Lan's home, you will find that the store is actually "nobody retailing". The personalized smart window allows you to get only the exclusive information you want. The most intimate customer service you know about your style is in fact the artificial intelligence based on big data. The Tmall opens the fingertip to try out the latest styles and products of the Hai Lan home.

Not only will there be virtual fitting, shopping bags, intelligent shopping guide, extreme speed and other new technologies, it will also touch up the changes in the upstream supply chain.

"Use"

Our analysis of the red and blue seas and the prediction of future trends will help Hai Lan's home to achieve changes in the planning of commodities.

Liu Xiuyun, President of Tmall apparel division, said that both sides hope that future data can quickly reflect consumers' demand for new fashion rather than forecast.

At the same time, we explore the C2B flexible supply chain mode to help the apparel industry solve the inventory problem.

As a shopping platform for global consumers, Tmall can help brands to pfer in different seasons under different seasons through their coverage in China or even more than 100 countries.

Based on the change in the way consumers shop, people pay more attention to the story behind the merchandise and the price itself, and which KOL or star crosses.

The new retail development of Hai Lan's home will also have more new changes in the mode.

"In the past year, we have developed a lot of brands related to content, such as good goods, shopping lists and so on, almost all related to the content of goods."

Future cooperation will also involve the brand number tool. "Hai Lan's home can put all the videos, pictures and texts of the marketing department and the new media department in the brand number.

We will capture all the quality contents of all brand names through the system, put it on the front desk, meet the consumer.

RFID Technology

Let every garment have its own identity card.

Before formally entering the new retail business, Hailing's home is the first national brand of Hailing group, which has 5 thousand stores in the whole country, and has 17 series and more than 5000 clothing products.

It meets the demand of men's consumption groups over the age of 18 for commuter clothes, and is also the highest men's wear market value of A shares in China in 2016.

In the same period, YOUNGOR and Lun Lang, who are closely aligned with Hai Lan's home, are now relatively backward in terms of project and revenue growth and growth.

In the middle of 2017, Hai Lan's family realized a revenue of 9 billion 252 million yuan, while YOUNGOR and Li Lang realized 5 billion 399 million yuan and 1 billion 22 million yuan respectively.

In the full realization of o2o in the clothing sector, Hai Lan's home is a rare brand in the apparel industry that can realize the same, simultaneous, same price, online and offline operation.

"The whole Chinese garment industry and even the world's garment industry are unable to find second.

At present, even like ZARA and UNIQLO, they can not say that the whole brand is on the market, because hundreds of millions of dollars are invested each year.

Hai Lan group president Zhou Lichen introduced.

"Our RFID technology enables 200 million clothes to have the identification system of Hai Lan's home."

Zhou Lichen, President of Hai Lan group, said that online delivery and offline delivery have been basically realized, and data sharing and interoperability between stores and online has been realized through RFID chip data.

In the first half of 2017, Hai Lan's home ranked second in Tmall Menswear, and the total channel turnover accounted for more than 10%.

Along with the large-scale promotion of strategic cooperation, the total channel landing and proportion will also increase further.

Under such a business premise, Zhou Lichen, President of Hai Lan group, also said, "before we did more men's wear and women's clothing.

In the future, we will make more intensive efforts in the new retail sector. "

Zhou Jianping and Zhou Lichen and father and son

Want to be more fashionable

One hundred million stake in "China's ZARA"

Based on the development of new retail business, Hai Lan group has expanded its vision and layout.

Not only in July, with the LVMH, Burberry, Martha Lahti, Nike, Samsung, Panasonic, L'OREAL and other 54 global leading brands, CEO and Tmall innovating retail, without touching the original customer group, they also entered the brand of many different audiences in the form of shares.

"Just like a while ago, we had a message that we had invested in UR."

Zhou Lichen, President of Hai Lan group, said, "UR will do more than ten billion in the future. I don't think there is any problem. This is just a microcosm and an example. There will be more new actions coming out in 9 and October this year."

Moreover, Hai Lan group opened several Hai Lan flagship stores in Malaysia in 2017.

At present, mainly in Southeast Asia, ready to start in Malaysia, Thailand, Vietnam, Singapore and other places in the capital and first tier cities.

The specific production is still in the domestic market, and overseas markets are mainly controlled by trade export. "Stores are all in charge of ourselves. Unlike other brands, our stores and shopping malls are all talking about themselves and running their own businesses."

Zhou Lichen, President of Hai Lan group, said that agents would not be used in overseas markets.

Compared with the origin of clothing, Chinese brands still need to accumulate and precipitate, so there is great room for development.

But in the Southeast Asian market, not only can we choose goods from SKU in analogy to Hainan market, but as the first national brand of China, Hai Lan home is confident that it can stand on it and even get a bigger share.

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