Can The Word "Hai Lan Jia" Be Replaced By The "HLA" Strategy?

Continuous pformation and upgrading

Completed the first image upgrade shop.

As the first store to upgrade, Hai Lan's home in Tianhe City of Guangzhou is completely different from its previous image.

The signboard was changed from the traditional "Hai Lan home" to "HLA". The whole store was mainly composed of cool white, with a simple and modern style.

Hai Lan's home said that more and more Hai Lan family stores will also upgrade their image in the future.

The home of the Hai Lan in Tianhe City, Guangzhou

According to the world clothing shoes and hat net, Hai Lan's home was founded in 1997 years. In the early years, the center of the shop layout was in the three or four line city, mainly in the commercial area.

With the pformation and upgrading of the strategy, Hai Lan's home has gradually entered the shopping mall, paying more attention to the function and experience of the shop.

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An important reason for its upgrading and pformation is the change in consumer shopping habits.

In order to meet their psychological demands of "low time cost for rich consumption resources".

According to the introduction of Hai Lan's home, apart from the visual changes of visual stores, the shop also adopted a more scientific way of clothing display, and also echoed through lighting, background color, functional props and clothing, so that the store image is younger and fashionable.

This is not the first time the store has been upgraded.

In May this year, when it opened its first store in Kuala Lumpur, Malaysia, it also displayed a younger and fashionable shop image.

Now, similar store upgrading has begun to be implemented in Chinese market.

Store image is only part of the brand upgrade and youth strategy of Hai Lan's home in recent years.

The brand marketing strategy of Hai Lan home began early in 2014.

The brand has sponsored many popular skills such as running brothers, great challenges, the strongest brain, and Mars intelligence agency, and has invited Lin update and Chen Xiao to endorse different brands of clothing in 2016 to attract young consumers.

Earlier media reports pointed out that from 2014 to 2016, Hai Lan's home invested 500 million -6 billion yuan in advertising costs each year, which was 5-10 times that of the seven wolves and nine shepherds of the same period.

Since February of this year, with the 29 year old Zhou Lichen taking over the post of president of Hai Lan home from his father's hand, the pformation and upgrading of brands from products, marketing, electricity providers and other aspects are accelerating.

In terms of products, Hai Lan's family has diversified business layout by expanding categories, developing new brands, and investing in fast fashion.

This year, the HLA Jeans, a young fashion accessory brand, was launched. It has invested in the local fast fashion brand Urban Revivo. In October this year, it also tried to find a profit growth point in the fast-growing baby market with 660 million children in the brand of children's clothing.

In addition, it has extended its tentacles to the field of home life. Its brand is located at the "one stop home product collection store" brand new sea LAN optimization life hall, and completed the layout online and offline in October.

In terms of new retail innovation, Hai Lan's home in August this year reached strategic cooperation with Alibaba in the new retail field, and the 5000 offline stores of its brand will access Tmall's big data solutions to enhance store capacity in new product development, online and offline channel integration, and so on.

Behind this year's frequent moves in the capital market, diversification strategy and younger pformation, it is the declining performance of Hai Lan's home in recent years.

According to the financial report, the revenue of Hai Lan's home business increased by 28.3% over the same period in 2015. By 2016, the revenue of Hai Lan's home grew by 7.39% compared to the same period last year, and its operating income in the first three quarters of 2017 was about 12 billion 480 million yuan, only 3.40% higher than that of the same period last year.

Net profit also declined year by year, from 24.35% in 2015 to 5.74% in 2016, and 4.07% in the first three quarters of 2017.

At present, under the general pressure of domestic garment enterprises, Hai Lan's "strategy to build a fashion industry ecosystem and multi brand operation platform" is not yet able to bring about significant growth in the short term.

Industry analysts believe that before Hai Lan's home is a brand dominated by men's clothing, the fusion degree of its channels and new investment brands, and the cultivation of new brands are not potential risks as expected.

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