Hai Lan'S Home To Build A Micro Mall For Its Achievements

In the shadow of close shop and high inventory, local

Brand acceleration seeks new channels.

In November 23rd, reporters learned that

We are planning to build a micro mall.

Hai Lan's home said that the opening of micro mall could broaden the sales channels of e-commerce.

This year's "double 11", Hai Lan's home sales in Tmall platform's sales of 400 million yuan also broke the previous record.

In the industry view, Hai Lan's home in Tmall and WeChat "two way parallel" initiatives, also means that the expansion of online channels is the trend of traditional clothing enterprises.

To build micro mall

According to the world clothing shoes and hat net, in November 23rd, Hu Bin, deputy general manager of Hai Lan's home apparel, love rabbit, said at the tenth summit of the high growth chain industry that Hai Lan's family is planning to build a micro mall.

Products will be synchronized with the on-line micro mall, but the discount activities in micro mall will be different from other channels.

It is reported that at present, Hai Lan's home owns its own clothing brands such as Hai Lan's home, San keno, EICHITOO, HLA JEANS and so on.

In addition, Hai Lan's home also bought the "Ying Shi" of the pregnant baby company, and the women's clothing brand "love living rabbit" and so on.

It is understood that the sea LAN home micro mall will be landing in O2O mode.

In an interview with reporters, Hu Bin said that building a micro mall without mapping social traffic is to enable WeChat members to purchase products more conveniently, while expanding the sales channels of e-commerce providers and consolidating the business of e-commerce.

The micro mall will be embedded in the WeChat public number in Hai Lan's home. In addition to supporting online ordering and mail sales to the home, it will also send users to the store to pick up goods.

Hu Bin said that the love rabbit plan to achieve 100 million yuan sales in the micro mall.

It can be seen that Hai Lan's home has continued to try new businesses in the field of electricity business this year.

In August this year, Hai Lan's home signed a strategic cooperation with Tmall. Its 5000 stores will be upgraded to "smart stores". Users can send and sell their own stores and self service after placing orders online.

In addition, in November 9th, Hai Lan's home announced that it would raise 3 billion yuan for upgrading the industrial chain information, constructing logistics parks and building R & D office buildings of AI Ju rabbit, upgrading information projects and increasing investment in women's clothing and e-commerce business.

Finding a way out for performance

The home of Hai Lan evolved from the original "man's Wardrobe" to "the wardrobe of the whole family". It also has the online channels such as the flagship store of the official website and the flagship store of Tmall.

Behind all these attempts, the company's ambition to expand its market share is reflected.

However, from the financial reports of Hai Lan's home in recent years, we can see that although the brand's revenue and net profit are showing an increasing trend, the growth rate has slowed down.

Hai Lan's home 2017 reported in the first three quarters, revenue reached 12 billion 478 million yuan, an increase of 3.4% over the same period last year, and net profit reached 2 billion 513 million yuan, an increase of 4.07% over the same period last year.

From the 2014-2016 year's revenue performance of Hai Lan's home, the revenue growth rate was 72.56%, 28.3% and 7.39% respectively, and the net profit growth rate was 75.83%, 24.35% and 5.74% respectively.

In addition, as for the expansion of stores, as of June this year, Hai Lan's new home opened 527 stores, and closed 279 stores, with a net increase of 248, with a total number of 5491.

Hai Lan's home has said that after the store was encrypted in the same area, shops shunted each other, resulting in a decline in store efficiency.

In terms of inventory, in the first half of 2017, the inventory of Hai Lan's household reached 8 billion 675 million yuan, compared with 734 million yuan inventory of seven wolves and 1 billion 180 million yuan inventory of YOUNGOR, and the inventory of Hai Lan's home was much higher than that of other clothing brands.

Hai Lan's home chose to make efforts to build a micro mall. In the view of Xiang Ming, Secretary General of Beijing brand association, the consumer groups targeted at the micro market are mostly young people, and accept new things faster. This is an opportunity to try and develop, but in terms of users, the audience of micro mall also has certain limitations.

Overweight online breakthrough

In fact, it is not only the home of Hai Lan, but also in the downtrend of the apparel industry. Many traditional dress enterprises are also looking for the online breakout path.

In September of this year, clothing brand Taiping bird and Tmall reached a new retail strategic cooperation.

It is reported that Taiping bird's more than 4000 stores will gradually realize online payment combined with entity delivery and self service.

According to the Pacific bird's forecast, the company's online sales will reach 10 billion yuan in 2020, accounting for 50% of its total sales.

Data show that in the first half of 2017, online sales revenue of Taiping bird increased by 46.46% over the same period last year.

In addition, domestic designer brand also regards online sales channel as the main way to expand company revenue.

It is reported that the first half of 2017, Jiangnan cloth clothing revenue rose 22.58% to 2 billion 332 million yuan, net profit rose 38.54% to 332 million yuan over the same period last year, online channel gross margin growth increased by nearly 10 percentage points, making the group gross margin rose to 63.2%.

In the view of Kang Lanxin, the director of the school of fashion collocation, the online and offline acceleration fusion can make the brand better.

In the context of fierce competition in the electricity supplier platform, Hai Lan's home quit Jingdong, it also needs to find a new channel to open up the market. WeChat mall and Tmall platform can form complementary business.

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