Why Are New Players Constantly Emerging In Home Life?

The "man's Wardrobe" is not only for men's wardrobe, but also for family members.

According to the world clothing shoes and hats net, in October 15th, Hai Lan optimized the Tmall flagship store, quietly began trial operation. At the same time, the official website shopping mall was also in full swing.

Side told reporters that this is its positioning as a one-stop home product collection shop new.

There are 6000 SKU, which cover three major fields of clothing, groceries and fashion homes. There are ten major commodities: office supplies, toiletries, table articles, kitchenware, bedding, care products, travel articles, daily necessities, etc.

Category, furniture supplies.

(Hai Lan preferred Tmall store)

It is understood that Hai Lan preferred to run faster online, has opened four stores in Jiangsu headquarters, and aims to open to 20 by the end of next year.

The relevant responsible person stressed that nowadays, the establishment of brand is quite expensive. In the early stage, it has invested huge costs in shops, exposures and SI&VI.

"Our investment is huge because we want to do brand rather than small grocery stores."

The responsible person said.

From the perspective of commodity composition and category, Hai Lan preferred the brand to MUJI, but the price is more close to the people.

"The price of MUJI is hard to be accepted by the three or four tier cities, and our profits are even thinner."

Compared with MUJI's high brand premium and brand recognition of second tier cities, Hai Lan's experience in channel and retail in the three or four tier cities is worth looking forward to.

"More than fifteen years' experience in retail management has been applied to new brands, especially our team, which is best at thousands of stores."

It is reported that most of the brand stores of Hai Lan home are franchised stores, but they do not charge a franchise fee. The franchisees set up their own funds to handle the related formalities and pay the related operating expenses. The franchisee's full operation is handed over to the home of Hai Lan, and the ownership of goods is also owned by Hai Lan's home, which bears the risk of direct selling in inventory.

Because of such a management system, Hai Lan's home business management mode and brand image can be guaranteed.

From the sales point of view, the management mode of Hai Lan's home is fruitful.

According to the statistical data at the end of 2016, Hai Lan's home has 4237 stores, with a total area of 780 thousand square meters and a total income of 14 billion yuan.

Roughly estimated single store sales amounted to 3 million 300 thousand yuan, creating 17 thousand and 900 revenue per square meter.

Although in the traditional sense, Hai Lan's family has been stationed in the three or four tier city's street shops for a long time, but the second tier cities and shopping center stores are also their new targets.

"Preferred location of the living room mainly depends on the business circle, usually in the shopping center."

Hai Lan preferred living hall has opened four outlets, stores have 300 to 700 square meters, location is concentrated in shopping plaza.

The Beijing store is in preparation, with the goal of reaching twenty stores nationwide by the end of next year.

In addition, Hai Lan's family's new retail attempt is also expected to be applied, including RFID, big data selection, smart stores and so on.

The crossover show of old men's clothing is worth looking forward to, but the target of home life has been locked by a circle of snipers. There are Zara, H&M, Jiangnan Buyi, La Natsu Bell, YVVY (Markor) under the same line, and also the NetEase's strict selection, MI Jia, Taobao's heart election, and the orange home which caters for the traffic flow.

The common points of Zara, H&M, Jiangnan Buyi, La Natsu Bell and Hai Lan are from the traditional clothing retailing industry.

"Old driver" Zara set up home product line Zara Home in 2003 as early as 2003. The last year's Zara Home ranked the third largest in the eight brands of Intidex, but the growth rate was the highest, almost two times the average level, and the growth rate of gold absorption was the fastest, reaching 16%.

H&M Home, which is six years late, has no independent stores, but it has been displayed in 259 H&M stores in 40 markets. Because the growth rate is good, it will enter 60 stores in 2017, and the first independent store will be officially released next year.

Jiangnan Buyi and Hai Lan's home are close to each other. The brand JNBY HOME, launched in December last year, has the same emphasis on design as the main brand. There are currently three series: basic (quality and minimalist design products), theme (from 60s and 70s film color, architecture and classic European Church flower window structure, into the theme of the season), lab (based on brand independent research and development, experimental fabrics, manual sewing quilt).

In addition to the main line of home life HOME, the environmental protection line REplay and children's household line jnby+, which are selected as raw materials, are lined up. The furniture brand paradox, which was born earlier in 2014 (Taobao store opened in 2014), is sold mainly to cherry wood and aluminum panels, and a wide chair sells to over 5000 yuan.

Of course, a few colleagues spend more energy on textiles and ornaments. Hai Lan's home is even deeper and heavier with pots and pans and furniture, and closer to the position of NetEase, Taobao, and mica.

(Alibaba self owned home brand Taobao hearts)

At present, Hai Lan chooses all the products of the life hall as its own brand, from the ODM and OEM of the preferred manufacturers.

"We are working with first-class suppliers, many of which are international brands, and also have foreign suppliers."

Hai Lan's family official said.

Hai Lan's home has its own advantages in controlling the manufacturing side. The production outsourcing is jointly developed with the suppliers, and the slow-moving goods can be returned. The subsidiary company is responsible for the two purchase of the returned products.

However, it is revealed that the supply chain overlap from clothing to home is not large, but the home of Hai Lan plays an endorsement role in finding suppliers.

"The division of clothing products is very meticulous. Home furnishing clothes and men's clothing are two concepts. For example, manufacturers of trousers that help Hai Lan's home will not help us make our jackets.

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The emphasis on suppliers has been highly mentioned by Mickey and NetEase. It has quickly gathered a middle class with the advantage of cost performance. In particular, NetEase has strictly chosen the concept of "big name factory".

However, the Internet gene is the strategy of exploding money. When NetEase was strictly selected to the on-line half year, there were only about 600 SKU, and Hai Lan was born with 6000 SKU.

In the view of Hai Lan's home, brand strategy is easier to get the favor of suppliers because of its stable growth.

"Electricity supplier sales rely heavily on the home page display. The finiteness of the page resources determines that only a small number of products can be noticed. The way of display in the store allows more products to be exhibited, exposing opportunities more balanced and growing more stable."

In addition to the athletes in the retail channel, the decoration players who master the flow entry are equally eager to win.

The home decoration company of orange garden has recently upgraded its stores on the basis of the original home decoration, extending the service chain to ten or even twenty years around the life of the house and the half life of its customers.

Open the store in Shopping mall such as Wanda, sell software decoration products, and cook, flower, and collect all kinds of people to share.

Why are new players constantly emerging in home life? The background is the upgrading of consumption and the high dispersion of large domestic industries.

China entered the stage of enjoying consumption in 2012, and more and more middle class pursued higher quality and better life, and began to care about the brand of daily slippers and table chopsticks, thus driving family consumption scenes to be more and more concerned and excavated.

At the same time, the original domestic large household industry is relatively dispersed, with low concentration, and the giants are more likely to run out.

Some investment institutions have predicted that referring to the historical experience of home depot and IKEA abroad, it is predicted that in the next five years, there will be three enterprises with a market value exceeding 100 billion, and five enterprises with a market value exceeding 50 billion.

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