The "Light Asset" Business Mode Of Hai Lan'S Home Has Exposed Some Problems.

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Is experiencing "the second spring".

According to the world's clothing shoes and hat network, the home of the sea LAN recently announced that the plan to borrow 1 million 872 thousand and 900 yuan and 4 million 550 thousand yuan to buy two cross-border import and export companies, the purpose is to expand the overseas market.

This is the second important action of the moon's home in this month.

In November 10th, Hai Lan's home has just issued a notice that it intends to issue public Switching Company bonds, and the total amount of funds raised is not more than 3 billion yuan, which is used for upgrading the industrial chain information, logistics park construction projects, and the construction project of the R & D office building of AI Ju rabbit.

Obviously, Hai Lan's home is speeding up its expansion.

In the past 11 years, Hai Lan's home has reached the top.

Sales charts.

The official opening was less than 1 minutes, and Hai Lan's home and Nike almost achieved sales of 100 million yuan at the same time, becoming the first batch of Tmall double 1 billion 100 million yuan club members this year.

Which clothing brands do Tmall double 11 sell best?

The Hai Lan home group, known for its "National Men's wear", is infiltrating the Chinese consumer market with its larger store size and ambitions.

According to the first three quarters of Hai Lan's earnings report, group sales increased by 3.4% to 12 billion 478 million yuan in the 9 months ended September 30th, and net profit increased 4.07% to 2 billion 513 million yuan over the same period.

Among them, the same name brand Hai Lan's home is still the main source of income of the group, with a revenue of 10 billion 212 million yuan, accounting for 81.84% of sales.

The number of stores is the most direct manifestation of the rapid expansion of Hai Lan's home. From 2014 to 2016, the number of stores in Hai Lan's home was 3348, 3990 and 5243 respectively.

According to the latest data of September this year, the total number of stores next to Hai Lan's home is 5608.

In the 2017 rich list released by Hurun, Zhou Jianping, chairman of Hai Lan's home, ranked first among the fashion industry tycoons at 40 billion.

The second generation of group management and Zhou Jianping's son Zhou Lichen, who became president of Hai Lan group in February this year, has brought a more internationalized and younger management perspective for Hai Lan's home.

With the arrival of the upgrading of consumption, Hai Lan's home was once called the "local ZARA". It has distinct characteristics of the times, and is facing the latest challenge of being younger and fashionable.

But since 2016, Hai Lan's home is carrying out a complex brand pformation plan, including sponsoring the online variety to achieve its younger image pformation, becoming a fast fashion brand UR, employing actor Lin update as a brand spokesperson, and launching a joint name series with designer Xander Zhou.

Spokesperson Lin update brings a younger brand image to Hai Lan's home.

At the same time, the layout of Hai Lan home has been diversified from men's clothing to women's clothing, children's clothing, home and other fields. In August this year, Jiangyin's Hai Lan Home Investment Co., Ltd., a wholly owned subsidiary, announced its own capital advance payment of 100 million yuan to the UR parent fast express (Guangzhou) Co., Ltd. to increase its capital, and subscribe for less than 10% of its initial subscription.

According to the latest announcement, Hai Lan home's tentacles also extended to overseas markets.

However, people in the industry expressed concern about the rapid expansion of halang's home. They believed that although halang's family was developing rapidly with the clear positioning of "men's wear national brand" and "light assets" business mode, the rapid expansion also brought high inventory worries.

According to the world clothing and shoe net, in 2015, the inventory of Hai Lan's home was 9 billion 579 million yuan, an increase of nearly 3 billion 500 million yuan compared with 6 billion 86 million yuan in 2014.

Hai Lan home said that the increase in inventories was due to the expansion of the company's business scale and increased stock, and the warm winter weather in 2015 led to the unexpected sales.

In 2016, the inventory of Hai Lan's home dropped to 8 billion 632 million yuan, but the turnover time increased by 18 days.

In the first half of 2017, Hai Lan's stock had reached 8 billion 675 million yuan, compared to 734 million yuan inventory of seven wolves, and 1 billion 180 million yuan for YOUNGOR.

In apparel industry, high storage is often the most difficult problem for apparel enterprises.

It was also inventory pressure that had worn down the American Apparel. The fashion business in 2014 was forced to close nearly 800 stores due to inventory pressure.

At the end of the first quarter, the inventory exceeded $3 billion only when the announcement of the new brand image and the 600% net profit growth in the first half of 2011, increased by 600 million yuan compared with the end of 2010.

As a matter of fact, Chinese clothing enterprises, which have been drying up for a long time, often understand the risks of high inventories but can not hide the temptation of short-term interests.

From the performance of Hai Lan's home, the net profit growth rate has indeed slowed down, from 75.83% in 2014s to 5.74%, which shows that the profit growth space of the group is being compressed.

In addition, Hai Lanjia's unique "light assets" business mode also exposed some problems.

The "light asset" mode of Hai Lan's home is to sell goods on credit in the upper reaches of the supply chain, and open stores in the lower reaches, so as to achieve higher business efficiency.

Most of them are franchised stores, and the proportion of direct outlets is not large.

The offline sales link mainly adopts the direct management mode combined with self-management and affiliation, which is a community of interests with franchisees. It can quickly replicate stores and achieve low-cost rapid expansion, which has become an inherent advantage of Hai Lan's home shop.

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Franchisees only need to pay the related fees. Hai Lan's home runs on behalf of a unified store internal operation and brand image management.

The sales settlement between Hai Lan's home and franchisees is commissioned by consignment mode, and Hai Lan's family owns the ownership of the goods. The franchisee does not undertake the inventory risk. The franchisee and Hai Lan's home accord the revenue of the Clearing Corp according to the agreement.

Some analysts pointed out that the rapid expansion of stores can solve some inventory problems, but shops can not be fully developed, thus falling into a vicious cycle of high inventory again.

Because Hai Lan's home implements the credit sale system in the upstream, the inventory risk is pferred to the upstream supplier, causing the supplier to be dissatisfied.

Some analysts say that in the process of increasing the brand of Hai Lan's home, it is difficult for suppliers to get tens of millions or even hundreds of millions of yuan to get the goods, which leads to the purchase of goods by Hai Lan's home, so the procurement cost is increasing.

In the long run, conflicts with the upstream and downstream will reduce the bargaining power of the brand, which is not conducive to the future development of Hai Lan's home as the intermediary role of the supply chain.

With the gradual establishment of a large-scale channel system by Hai Lan's home, it is imperative to improve the operation capacity of the supply chain.

Take UR as an example, the advantage that Hai Lan home can provide for UR is the resources accumulated by suppliers and franchisees in the early expansion period, and the efficient logistics warehousing capacity.

The "light assets" mode also led to the lack of originality of the Hai Lan home.

The company reported that its R & D investment accounted for only about 0.16% of the total revenue.

Although Hai Lan's home is collaborate with designer brand Xander Zhou to enhance its brand image.

However, in the increasingly fierce competition in the clothing market, the original ability of the brand itself will be one of the core competitiveness of the brand. A group of domestic brands after pformation have also set up a new design team to focus on improving their innovative capabilities. Therefore, ignoring the product design will not be conducive to meeting the needs of the current consumption upgrading and brand upgrading.

Some analysts pointed out that the risk of problems will be greatly improved on the more rapid runway.

For Hai Lan's home, it is equally important to take early notice of the blemish behind prosperity.

Up to now, Hai Lan home is the third largest clothing group in the market in China, second only to Shenzhou International and Anta sports.

At present, its market value is 41 billion 500 million yuan, and its share price has dropped by 8% in the past month.

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