Hai Lan'S Home Is Not Only A "Man'S Wardrobe"?

It's not enough to be a man's wardrobe.

In the past year, no matter at the technical level,

Experience, product line and so on.

All of them have been upgraded in all directions.

Ali new retail, the first collection of all categories, unveiled new stores, 100 million shares in China

"UR, investing in baby plates, acquiring foreign companies, and building micro Mall...

And all this starts from the beginning of last year.

According to the world clothing and shoe net, in February 8, 2017, Hai Lan group announced that Zhou Lichen, who was only 29 years old, became the president of Hai Lan group, and Zhou Jianping, chairman of Hai Lan group, wrote the "compliments" on the site at Jiangsu's Hai Lan group prize presentation ceremony.

Or do not want to live up to the high hopes of his father, or to have a special liking for clothes, and to be down-to-earth in dealing with people's affairs, Hai Lan's home has won 2017 pairs of eleven men's clothing TOP1 in less than a year in more than 400 million sales; the first three quarters of the revenue have already entered 100 million clubs early; the market value is close to 50 billion; also boldly increases the new retail sales, and cooperation with ALI, 5000 offline stores have been upgraded to the new retail "wisdom store" and create a new business pattern.

Under the leadership of Zhou Lichen, Hai Lan's family, which is rich in men's clothing, will also point to children's clothing, fast fashion and home.

In 2017, Hai Lan's family invested 660 million yuan to become the second largest shareholder of Ying Ying baby, which integrates design, research and development, sales of high quality baby products and many well-known brands of mother and baby products at home and abroad.

In the view of Hai Lan's home, influenced by the policy of "comprehensive two children", the infant consumption market space and development potential are huge.

You know, at present, the whole baby industry in China is showing explosive growth. In 2017, it was also known as the "first year of the children's clothing market".

It is estimated that the size of children's clothing market will exceed 150 billion in 2017.

It also wants to take this opportunity to seize the consumption needs of young and middle aged children in the environment of "consumption upgrading" and "Internet +", and grasp the growth opportunities of infant market and increase the new profit growth point.

In August of last year, the fast fashion URBAN REVIVO (hereinafter referred to as UR), which was called "China ZARA" with a share of 100 million yuan, has aroused great repercussions in the industry.

UR is located in the fast fashion field, mainly for 20-40 year old urban white-collar workers to launch products that meet local needs and cost-effective. Compared with fast fashion such as UNIQLO and MUJI, UR pays more attention to the popular elements of the season on the basis of fast reverse supply chain.

At present, it has more than 160 stores in 60 cities and overseas, and is growing at 60-100 stores annually. It is estimated that the number of stores will exceed 400 in 2020, and the business scale will exceed 10 billion.

Obviously, the combination with UR is conducive to the formation of complementary and synergistic effects between the two sides, sharing domestic and foreign resources such as design, channels, supply chain and so on, and further improving market share.

With the help of fast fashion, it seems a lot easier to expand product lines and develop new SKU.

According to the information disclosed by Heilan Home Hai Lan, the life hall's official website, it will have more than 100 new products per month.

There are nearly 2000 kinds of merchandise sold. Products include office supplies, toiletries, dining utensils, kitchenware, bedding, nursing supplies, travel articles, daily necessities and furniture supplies. There are ten major commodity series.

At present, there are 4 offline stores in Jiangyin, Zhangjiagang, Suzhou and Wuxi.

It is hard to imagine that this series of drastic actions came from the 85 generation of "just two generations" after a succession.

In fact, before taking over, Zhou Lichen had been overexposed in the Hai Lan group.

Although he did not enter Hai Lan group for the first time after graduation in Tsinghua, but when he returned to Hai Lan group headquarters in 2013, he said with a smile, "I am not empty handed."

Three years of working experience widened his horizons and widened his connections, and laid the foundation for his return to the home of Hai Lan.

Subsequently, Zhou Lichen took over the billboard of Hai Lan.

Compared with some of the traditional ways before, Zhou Lichen paid more attention to the current hot topic. "I greatly reduced the proportion of CCTV, and increased the input of local TV programs such as" if you are the one, run the man, the strongest brain, "and at the same time raise the amount of Internet video, cinema, subway and high-speed rail every year.

Zhou Lichen talked about it.

The effect is also very significant. The success of the original conservative brand image reshape its vitality, and let young consumers begin to pay attention to Hai Lan's home.

By 2015, the scope of business that Zhou Lichen took over has gradually expanded to information, commodity centers, e-commerce and so on.

After taking over the Ministry of information, he promoted the information revolution of Hai Lan's home.

At that time, there was a problem of high storage pressure and low efficiency in Hai Lan's home. Zhou Lichen immediately thought of coping with RFID chip technology.

"I listened very carefully in that class. When the teacher was lecturing, the role of RFID chip was only to identify and monitor the sundries in the airport, even at the experimental stage, but I began to notice the development of RFID chips by other institutions.

When there was a problem of high storage pressure in Hai Lan's home, I think the time to launch the RFID chip is coming.

Zhou Lichen immediately put forward a plan to implant RFID chips for the clothing of Hai Lan's home, and effectively enhance the efficiency of warehousing and logistics through software input.

And then in the process of practice, the "one core, three use" plan was put into operation quickly, which injected powerful impetus to the further improvement of the efficient operation and management of Hai Lan's home.

You know, this technology has only recently attracted wide attention.

Like the international fast fashion ZARA, UNIQLO, etc., it was only recently that the technology was applied to the store.

In fact, people who have contact with Zhou Lichen are far more than young people.

"If I do not tell him that he is the commander of the Hai Lan home, I can not see the identity of his two generation."

A staff member from Hai Lan's home who had met Zhou Lichen said to reporters.

Being low-key, modest and approachable is almost a personality tag outside its management capability.

The two generation of succession is faced with challenges from personnel, ideology, system, strategy and so on. How to make enterprises flourishing in a methodical situation and at the same time being respected by employees, Zhou Lichen has already made small trials.

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