Hai Lan'S Home Needs New Channels To Consolidate Online Business.

More haste, less speed.

But the opposite is true.

According to the world clothing and shoe net, recently, Hai Lan's home announced that it intends to borrow its wholly owned subsidiary to buy two cross-border import and export companies at 1 million 872 thousand and 900 yuan and 4 million 550 thousand yuan respectively to expand overseas markets.

While people are marveling at its rapid growth and expansion, the disadvantages and hidden worries behind a series of dazzling auras follow.

Reporter observed that in addition to franchisees and suppliers Tucao occupied their funds, Hai Lan home's "light asset mode" has also been criticized.

This mode also brings high inventory and high debt on the occasion of promoting rapid duplication of stores and rapid expansion of enterprises.

In the near future, Hai Lan's home is preparing to build a micro mall and constantly consolidate its business.

In recent days, reporters have repeatedly called Hai Lan's home, but the other party explicitly said they would not accept the interview.

Lu Shengzhen, a brand marketing expert, said in an interview with reporters, "expand

Channel is the inevitable trend of industry development.

Especially for Hai Lan's home, after leaving Jingdong, we need to find new channels to re stabilize online business.

Half year inventory is catching up with last year's whole year.

Following the announcement, it plans to issue 3 billion yuan convertible bonds, which has only been used for a week for the upgrading of the company's industrial chain, the construction of the logistics park, and the development of the office building of AI Ju rabbit. The Hai Lan House has announced again that it intends to borrow its wholly owned subsidiary to acquire two overseas import and export companies at 1 million 872 thousand and 900 yuan and 4 million 550 thousand yuan respectively, and expand the overseas market.

Reporters learned that in the second half of this year, Hai Lan's home continued.

Children's clothing, home and other businesses to increase efforts, including the fast fashion brand UR increase of 100 million yuan, the acquisition of 44.0039% of the British children's products Co., Ltd., opened four HeilanHome preferred life hall.

By the end of 2016, there were 5243 stores in Hai Lan home group. As of the end of 6 this year, the total number of stores in Hai Lan group has reached 5491.

In November 28th, reporters in Wuhan Xudong marketing Mau Hai Lan home store saw customers scarce, compared with the surrounding men's clothing, there is a lack of fashion, shop assistants said the weekend customers will be more, and upstairs men's wear shop more, competition is also large, the stock is indeed facing some pressure.

The inventory backlog brought by store expansion has become one of the main problems that haunt Hai Lan's home development.

Hai Lan home's earnings data show that in 2014, the inventory amounted to 6 billion 86 million yuan, which was 9 billion 580 million yuan in 2015 and 8 billion 632 million yuan in 2016, but the turnover time of storage and freight was 316 days, an increase of 18 days from the previous year.

In the first half of 2017, the inventory of Hai Lan's home has exceeded the sum of the previous year, reaching 8 billion 675 million yuan, much higher than that of other brands.

At the same time, the growth rate of Hai Lan's family has been slowing down in recent years.

Data show that from 2014 to 2016, the net profit of Hai Lan's home was 2 billion 374 million yuan, 2 billion 953 million yuan and 3 billion 123 million yuan respectively, and the net profit growth rate was 75.83%, 24.50% and 5.74% respectively.

In the first three quarters of 2017, the net profit of Hai Lan's home was 2 billion 512 million yuan, up 3.4% from the same period last year.

In addition, the financial report shows that the total assets of the home in 2016 were 24 billion 377 million yuan, the total liabilities were 14 billion 268 million yuan, and the liabilities were relatively high.

Cheng Weixiong, a clothing observer, said that the slow growth of Hai Lan's family performance was related to the massive expansion.

The inventory problem of clothing enterprises is a common problem, and the high inventory of Hai Lan home reflects the operation mode of the company in the process of diversification.

The whole category expansion is not easy. The extension of category should be a supplement to the main brand and the good development of business. At present, halang's home crossing has opened up a collection of shops and extended to home and other industries.

Lu Shengzhen, a brand marketing expert, said in an interview with reporters, "the way of dealing with inventory in the future of Hai Lan's home is to increase the promotion of online stores and increase the expansion of stores in the first tier cities. If this effect is not good, it needs to be dealt with at a low price, depending on the various tearing cards of the terminals to handle the stores to digest the inventory."

"Light asset mode" to play a balanced game on leverage

In addition to the stock and performance pressures brought by sustained expansion, the light asset model that Hai Lan's home has been implementing has also been widely debated.

Xu Qinghua, a manager of Hai Lan's home, has previously said that Hai Lan's home run light assets operation mode, outsourcing production links and most sales channels, and focusing on brand building, channel operation and supply chain management.

Insiders say that the so-called "light asset mode", that is, Hai Lan's home as a brand business, provides brand and management; franchisees do not need to pay the franchise fee; they only need to provide rent, shop decoration fees and related operating costs, and do not have to participate in the specific operation of the franchisees. All the stores' internal management is entrusted by Hai Lan's home; the supplier is responsible for providing goods.

In fact, the relationship between the three parties is divided. The sales settlement between the Hai Lan home and the franchisee is commissioned by the consignment model. The franchisee does not take the risk of unsalable inventory. After the final sale of the goods, the franchisee and Hai Lan's home accord the revenue of Clearing Corp according to the agreement.

Under this mode, the role of Hai Lan's home is to integrate the resources of suppliers and franchisees. The advantage lies in the unification of brand, system, management, price and distribution.

Lack of technological innovation and original design is the obvious short board of Hai Lan's home products.

It is understood that due to the use of light asset mode, many products of Hai Lan home are developed by ODM (original design manufacturer) mode, which can save a lot of design cost.

The annual report data also show that the total R & D investment of Hai Lan home is only 0.16% or 0.17% of the total revenue, and is clearly stated in the annual report: the R & D expenses of the company are mainly related to the costumes of the garment designers, and no specific R & D projects have been carried out.

"As Hailing's home continues to grow, suppliers will be dragged to death if they all take inventory.

Initial suppliers may be aggressive, but when the scale is extended to thousands of stores, it is very difficult for suppliers to get tens of millions or even billions of dollars to get goods, which will lead to the purchase of goods by Hai Lan's home, so procurement costs will increase and stocks will increase further.

Cheng Weixiong said.

Lu Shengzhen analyzed, "Hai Lan's light asset model is mainly based on purchasing credit, manufacturing OEM, and so on.

This caused the risk of arrears of upstream suppliers increased, and downstream franchisees increased the risk of pressing goods.

At present, its operation mode is similar to financial leverage. Hai Lan's home has played an intermediate leverage role. Once a link breaks down, there will be systemic risk.

"The solution is to gradually strengthen franchisee's self management capability, enhance franchisee's business responsibility, and decentralize their own business risks.

In addition, we should make financial risk prediction and reduce the proportion of financial arrears to suppliers. "

Sheng Zhen said.

{page_break}

Online sale of micro mall mode to be tested

In November 23rd, Hu Bin, deputy general manager of Hai Lan home clothing, rabbit at the tenth high growth chain industry summit said that Hai Lan's home is preparing to build a micro mall. At that time, the brand products of Hai Lan's home will synchronize with the same line in the micro business city.

Hu Bin said that the establishment of micro mall is to enable WeChat members to purchase products more conveniently, and expand sales channels for e-commerce providers to consolidate the business of e-commerce.

AI Ju rabbit plans to achieve sales of one hundred million yuan after the launch of the micro mall.

Hai Lan's home this year continues to have a taste in the electronic business field.

In August this year, Hai Lan's home signed a strategic cooperation with Tmall. The 5000 stores of Hai Lan's home were upgraded to a "smart store". After launching the online order, users can deliver the goods from stores and stores themselves.

In fact, it is not only the home of Hai Lan, but also a downward trend in the apparel industry. Many traditional clothing companies are also looking for online breakout paths to accelerate the penetration of business in the field of e-commerce.

For the pformation of Hai Lan's home, Lu Sheng Zhen said, "this is a popular O2O mode. This pformation will occupy a certain proportion in the entire sales channel or mode, win the attention of young consumers, adapt to the strategic needs of its younger pformation, but it will not become a pillar mode in the short term.

In the long run, it can partially reduce the franchise risk of offline stores, but for its brand, it is not conducive to extending to high-end market, to a certain extent, it will reduce the sense of value of Hai Lan's home.

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