The International Ambitions Of "Men'S Wardrobe" Hai Lan'S Home Started In Malaysia.

Even at Genting Highlands, Malaysia's summer resort, at 2000 meters above sea level, the average annual temperature is still 22 degrees.

However, in such a "warm" region of China

brand

At the door of the shop, however, there was a unique product -- down jacket.

The proposal for the down jacket is from the store manager, Malaysia girl Zhou Zixian.

As the third generation of Chinese, Zhou Zixian speaks fluent Chinese.

She was there before.

The store has worked for three years.

"Although Malaysia is a tropical country, people often travel to other countries and need to wear down garments.

In addition, there are many customers from other countries to shop, and they also need down coats.

Zhou Zixian said.

Because of her proposal, a blue thin down jacket on sale has only one left.

Hai Lan's home has opened three entity stores in Malaysia, which opened its first store in downtown Kuala Lumpur in May this year, while the cloud top store opened for only a month.

Another two stores are in the process of preparation.

Both of the two entities have recruited staff from Malaysia. They have speeded up the localization process of the Chinese brand to a large extent and helped them develop in Malaysia.

At the same time, the Chinese brand that has gained a firm foothold in Malaysia has also made Zhou Zixian's personal growth.

According to the world clothing shoes and hats net, this year's double eleven, this group of Malaysia employees will also devote themselves to Tmall's "overseas store celebration" to witness the overseas Carnival of "man's Wardrobe".

"Li Zongwei fan" and overseas Chinese crisis consciousness

At first glance, Zhou Zixian, 27, lived almost the same life as an ordinary Malaysia girl.

She was fair skinned with a light make-up and smiled kindly like her next door sister.

She loves to dress up, love herself, love traveling, and play badminton.

Badminton is the "national ball" of Malaysia. Li Zongwei, a badminton player in Malaysia, enjoys the worship of heroes as a hero.

When talking about Li Zongwei, Zhou Zixian had some "flower nuts" on his face.

But at the end, she added with embarrassment: "but I prefer the Chinese badminton star Lin Dan."

As the third generation of Chinese in Malaysia, the difference between Zhou Zixian and her peers is probably some wonderful connection between her and China.

Zhou Zixian, who was born and raised in Malaysia, does not consider herself a Chinese. However, Chinese traditional values imperceptibly shape her.

For example, Zhou Zixian's family view is particularly important.

From childhood, parents should be busy to spend time with her and her brother.

However, perhaps she herself did not realize that she had a sense of crisis unique to overseas Chinese.

"From my childhood, my parents told me that we must work harder than others when we live on other people's land."

Zhou Zixian said.

Her ancestors came from Chaozhou to Malaysia, Zhou Zixian was not sure what they were doing, but at that time Malaysia was short of labor, and many Chinese came to engage in physical activities such as tin mining.

In the generation of parents, they can already live on the "Malaysia people" but still maintain the Chinese life style.

Zhou Zixian's parents set up a machine parts factory, usually "almost 24 hours are working", and their "living on other people's land" crisis also affected her.

Because Zhou Zixian's parents ran a small business and had a good family life. Zhou Zixian said he had been very comfortable before he worked.

She graduated from a good local university and studied actuarial science.

But after graduation, he did not become an actuary.

"Really learning this industry, only to find that the Actuaries of tall looks more suitable for meticulous people, and I am lively and cheerful, like to deal with people!"

Zhou Zixian is not only looking for a job dealing with people, but also looking for a job that can promote and grow.

So UNIQLO entered her line of vision.

"At that time, UNIQLO was the only retail brand in Malaysia with a reserve manager project, and they invested a lot in staff training."

Zhou Zixian said he hopes to grow into a store manager.

The store manager is a brand management team. In the Chinese community of Malaysia, being a store manager is also a glorious and worthwhile career.

After joining UNIQLO, Zhou Zixian accepted the rigorous and meticulous training of Japanese enterprises. "When they train to smile, the radian of the corners of the mouth is very much, and it takes a few seconds to fold a piece of clothing."

Zhou Zixian said as he gestured.

Because he is more careful than others and more hard-working than others, Zhou Zixian stands out among a group of shop assistants and becomes the store manager of the UNIQLO store.

However, because of the pursuit of greater development space, Zhou Zixian left his three year's UNIQLO library this year to serve the home of Hai Lan, an international brand with Chinese vision.

"Because of Taobao, we have changed our view of Chinese brands long ago."

Zhou Zixian joined Hai Lan's home because she knew that Hai Lan's home was a Chinese brand.

Nowadays, Chinese brands represent "high performance price ratio" and "more creative design" in the eyes of Malaysia people.

Hai Lan's deputy store manager of cloud top store, another Malaysia Chinese Lin Jingqian told reporters that he is a "senior chopper party". Even in Malaysia, she often buys clothes, shoes, pendants and other products from Taobao.

To her surprise, though cheap, the quality of Chinese products is not bad.

She pointed to his cell phone and said that the pparent cell phone shell was bought on Taobao. Before she saw the same item in the Malaysia entity store, the price was 100 RMB (150 yuan), but on Taobao, only 15 yuan, and she used today, there is no problem.

"Entering Taobao as deep as the sea", Taobao shopping, which is more and more frequent, has deepened Lin's impression of Chinese brands.

As a result, when she learned that the Chinese brand Hai Lan's family wanted to open shop in Malaysia and needed to recruit people, she immediately became interested in leaving Guess, an American brand that had worked for over three years, and joined the Hai Lan home.

"Because China is developing very fast, I feel that it is more promising to serve the Chinese brand."

Zhou Zixian shares similar ideas.

However, unlike Lin, she feels good about Chinese brands because of Ma Yun.

It is said that Malaysia people know two Jack from China, one is Jackie Chan - Jackie Chan, one is Jack Ma, Ma Yun.

In Zhou Zixian's view, Ma can be said to be an example of the struggle of overseas Chinese: "he started from scratch, and became a famous and famous person from a mere unknown. This story is very inspiring!" Ma Yun's success in China's soil has also made Zhou Zixian realize that China is now completely different from that of its own grandparents. An unprecedented development is taking place there.

Although he is in Malaysia, Zhou Zixian also hopes to participate in the pformation of this era.

After joining the Hai Lan home, Zhou Zixian realized the charm of the Chinese brand.

She said Hai Lan's home was very conscious of customer service awareness.

"For example, the brand asks us to understand the needs of our customers. When the guests are filled with things, they must hand in a shopping basket at the right time. When they see the guests pushing the baby carriages, they will go up and help them to see them, so that the guests can free their hands to shop."

In addition, the service provided to customers for free clipping of trouser legs has also made Zhou Zixian feel particularly humane. Even if he did not buy pants from Hai Lan's home, the store would provide free services.

"Now I often pay attention to the trouser legs of customers. If they are too long, they will be advised to trim them."

Zhou Zixian said with a smile.

Zhang Jianguo, director of overseas market of Hai Lan's home, said that Zhou Zixian was chosen as the store manager of cloud top store. What she saw was her carefulness and fear of hardship.

In addition, her educational background and work experience also gave her the possibility of promotion.

The international ambitions of "man's Wardrobe" began in Malaysia.

Today, Hai Lan's home is located in two stores in Malaysia, all of which are locals in Malaysia. This is also an important step in the localization of the brand.

Zhang Jianguo pointed out that Zhou Zixian can better communicate with Malaysia customers, not only in the personnel management, customer service for the brand has made contributions, but also put forward many valuable suggestions.

"After all, Malaysia is a multi racial country. We can't imagine many habits."

Zhang Jianguo said these differences include differences in laws and regulations, as well as cultural differences: "for example, Chinese people get married, like suits and red ties, and Malays do not dress up like this."

In Zhang Jianguo's view, Hai Lan's home is now making a brand out of the sea, which is very different from the product's going to sea.

"Basically, the quality of products is guaranteed, but there are too many things to do when the brand goes to sea."

As a partner of Tmall strategy, Hai Lan home has done "one shop selling the whole world", but the brand still vigorously promotes the implementation of overseas plans - gradually establishing a physical store overseas to enhance customer experience and brand mentality.

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"Our first choice of Malaysia is to see some clothing brands' lessons in the international market, so we choose to start with Malaysia which is closer to our culture and aesthetics."

Zhang Jianguo said.

Zhang Jianguo thinks that the costumes of Hai Lan's home, no matter the design sense or material quality, is no less inferior to other big brands, but they are more close to the people in terms of price.

"In the past, I had no obvious feeling at home, and only when I arrived in Malaysia did I realize how well the retail business in China was!" Zhang Jianguo said that he wanted to buy some badges and notebooks for his employees at the physical store in Malaysia, but when he said he wanted to buy more than 10 stores, the shop owner showed no signs of having so many goods.

"But in China, there is almost no shortage of goods, the price is cheaper and the quality is not bad. Many Chinese brands are made in such fierce competition."

In order to better enable Malaysia customers to accept this young brand, the overseas team of Hai Lan home has spent a long time inspecting the layout of the international big shop. Besides the more fashion elements, the cloud top home's cloud top store has changed the way of domestic side layout, changing the costumes to positive ones, giving consumers a better experience.

"For the first time, it's also important to have a face value."

Zhang Jianguo said.

The trial of Hai Lan's home in Malaysia has seen results.

The store opened in downtown Kuala Lumpur in May this year, sales were good, and the cloud top store that just opened in October also has a good momentum of development. It is said that the customers who come to shopping will buy 3 clothes on average, and they are mostly Malaysia locals.

Hai Lan's home is located in the cloud top store in Malaysia.

Now in China, Hai Lan's home has opened up online and offline sales. In the future, this can also be achieved in Malaysia, and customers can enjoy a more convenient shopping experience.

Zhang Jianguo believes that the brand not only wants to achieve the development in Malaysia, but also hopes to make outstanding salesmen like Zhou Zixian grow.

He gave a detailed account of the promotion of a Malaysia Store Manager: from managing a store to managing all the stores in Kuala Lumpur to managing all the stores in Malaysia.

Obviously, this is a road of challenge, but Zhou Zixian said he would like to try it.

She quotes Ma Yun's words to describe her current state of mind: "dreams still have to be there. What if they are realized?"

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