Where Does The New Retail War Go?

In the flames of war,

Because of the high concern between Tencent and Alibaba, a piece of paper has exposed its worries.

According to the world clothing and shoe net, the annual report of 2017 released by Hai Lan home in March 24th showed that its operating income was 18 billion 200 million yuan, compared with its operating income from 2014 to 2016, 12 billion 338 million yuan, 15 billion 830 million yuan, and 17 billion yuan. The annual revenue of Hai Lan's home from 2014 to 2017 increased 72.56%, 28.30%, 7.39% and 7.06% respectively, although the operating income increased to varying degrees, but the growth rate has slowed down.

There are more than one bad news.

In March 20th, Hai Lan's home issued a notice that the issue of convertible bonds would not raise more than 3 billion yuan for industrial chain information upgrading, logistics park construction and AI Ju rabbit R & D office building project.

Hai Lan's home is home.

Listed companies in the industry ranked the leading companies in the total market value, currently has more than 5000 stores nationwide, including men's wear brand Hai Lan's home, women's clothing brand love rabbit.

Most of them are franchised stores and shopping malls, and there are only 31 outlets.

The biggest reason for the disappointment of institutions and investors is that China's "men's Wardrobe" inventory is too large. "Hai Lan's home is in a dilemma." it is said that Hay Lan's home has continued to slack its growth performance, and its main business has been entering the "bottle neck" period.

High inventory is also the key reason.

According to the report of Hai Lan's home, the stock from 2014 to 2017 was 6 billion 86 million yuan, 9 billion 580 million yuan, 8 billion 632 million yuan and 8 billion 183 million yuan respectively.

High inventory will have a fatal impact on supply chain health, corporate profits and product upgrading.

This also led to trying to follow the fashion of the youth line Hai Lan's home in the new product iteration, unable to be satisfied, once known as the "old man's Wardrobe".

Hai Lan's home was founded in 1988 by Zhou Jianping. It relies on outsourcing the production and marketing channels, focusing on the light asset mode of brand operation, and rapidly expanding beyond the old clothing enterprises such as YOUNGOR.

The rapid expansion of light assets operation also brings hidden worries for high storage.

As a matter of fact, in 2012, when Hai Lan's family first raised its public offerings, it was not allowed because of its high inventory rate of up to 56.82%.

Hai Lan's home said frankly, "in the face of large and rapidly growing inventory, such as the company's ability to manage inventory can not be improved in time, the control of order arrangement, inventory quantity, inventory turnover and inventory control will be faced with risks, which may have adverse effects on the operation of the company."

This has caused the attention of Hai Lan's home.

Hai Lan House reported in 2017, "because the inventory is very important and the estimated price is determined by management judgment and estimation, we will confirm the inventory price depreciation as a key audit item."

In order to change the image of "middle-aged people in the workplace" and attract more young people, in 2017, Hai Lan home not only collaborated with local fashion designers to launch new brands, but also made a series of changes in marketing, and asked Lin to update his endorsement, naming "running brothers", "the most powerful brain" and many other variety shows.

With the help of the electricity supplier channel, it has become one of the ways to get rid of the dilemma.

Zhou Jianping dares to delegate power and pfer the burden of pformation to his son.

In 2012, Zhou Lichen, son of Zhou Jianping, graduated from Tsinghua University majoring in finance. After two years of work, he returned to work at Hai Lan's home.

He witnessed the high pressure and low efficiency of the Hai Lan home.

In 2015, it accepted several major businesses such as information, commodity center, e-commerce and so on, and used RFID chip technology to complete "identity coding" for more than 200 million clothes.

The logistics warehouse based on RFID chip is also built by him.

In February 2017, Zhou Lichen, who was only 29 years old, became the president of Hai Lan's home. He was mainly responsible for Internet pformation.

Zhou Lichen, who has had contact with Tmall, told reporters that Zhou Lichen is a dedicated and responsible leader. He will ask every detail of the electricity supplier, the gap between goods, consumer groups, competing products, competing goods and competing products.

Alibaba's new retail business has four main forces: clothing department stores, electrical appliances, fast food and fresh food, local life services.

Although Hai Lan's home is different from the big business super investment of Gao Xin, such as Yintai group and retail of Gao Xin, because clothing is the earliest development project of the Alibaba, and it is also one of the earliest layout industries after the "new retail" idea was put forward.

Such a positive pformation mentality of Hai Lan home is easy to win the favor of Ali, and there are signs of trying to cultivate it as a new retail benchmark.

In August last year, Ma visited the home of Hai Lan, and after half a month, the two sides reached strategic cooperation.

This is also known as the Ali new retail strategy in the field of clothing exploration.

Zhou Lichen called Hai Lan's home as an aircraft carrier, and the Alibaba is a spaceship, hoping that the two sides can work together to break the border and deepen farming in the new retail field.

Ali new retail path is based on big data, the reconstruction of people, goods, and the field, so as to promote online feedback.

They are more willing to use the "Reconstruction" to describe the future of new retail. Ali believes that traditional retailers are hard to deeply participate in the online and offline chains, and there is still much room for improvement in terms of efficiency and interests. The core of reconstruction is to produce chemical reactions, so that the real business value can be improved in essence.

For the offline companies that cooperate with it, Alibaba mostly starts with the scenario, and attracts the offline passengers through Alipay, big data, precision marketing and other technologies.

However, the cooperation between the two sides has not yet made substantive progress, and Hai Lan's home has been invested in the embrace of Tencent.

"Martin is anxious. Tencent's investment team's online retail layout is too slow and too weak.

For more than a month, they are working overtime day and night. "

Liu Chiping, chief executive of Tencent's investment business, was worried about the new year's pition. The Tencent invested heavily in several retail businesses including Hai Lan's home, and the investment reached 20 billion yuan.

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According to Ma Huateng's speech at "China (Shenzhen) IT leaders summit" held in March 25th, the main purpose of Tencent's investment line retailers is to make more connections between WeChat users and offline services, so as to make Tencent pay, cloud and advertising three major businesses.

Using the flow and technology of Tencent can reduce the cost of acquiring customers and establish links with inventory.

The online traffic dividend has further disappeared, and the retail industry has become a new strategic offensive and defensive position for Tencent and Alibaba.

The new retail business, like most of the projects previously invested by Ali and Tencent, is divided into two camps.

Among the many participants in the new retail business, most retailers chose the side selection team.

Ali owns Sanjiang, Yintai, Lianhua, Xinhua and Gao Xin retail, while Tencent is Jingdong, Yonghui, Carrefour, WAL-MART and BBK.

Only a few businesses such as Hai Lan home and Suning have chosen two line cooperation.

Compared with Suning, Hai Lan's home has many stores, but most of them are franchisees, and its Internet exploration time is relatively short. Whether it can compete for more initiatives in the cooperation between the two sides is still unknown.

Wang Lihang, managing director of Huaxing capital, told Caixin that AT's resource endowments were different, resulting in different investment paths: "Tencent is in the upper reaches of the flow, and is longer distributed in the centralization. Ali is in the lower reaches of the traffic and is longer in the centralization."

Based on business collaboration, Ali hopes to have more say in the new retail business.

In the current Tencent investment in many projects, there are WAL-MART, BBK and other enterprises first talked with ALI, because the issue of leadership finally turned to Tencent.

On the difference between Ali and Tencent, BBK chairman Wang Tian has made such a metaphor. Ali is like apple, closed, Tencent like Android, providing a platform for everyone to interfere with each other.

However, no one is willing to surrender their autonomy to each other.

Although Ma Huateng said in public, "we see the mobile payment in the streets, we actually do not exclude the other one". He also pointed out in an open letter that Tencent will help businesses out of the predicament of "two choices". But behind the massive investment of Tencent, the impact on the retail industry is still much faster than expected.

In March 15th, WAL-MART paid for WeChat in the southwestern region, and made it clear to the outside world that all the ways of payment could be used, but it was not to use Alipay.

In response, Tencent responded by respecting the traditional retailers' autonomous choice.

But from the point of view of convenience consumers, the two payment tools at the same time are obviously more beneficial to businesses.

Following WAL-MART, BBK also announced in March 24th that its stores banned the use of Alipay. It is worth noting that the action was only a month away from BBK's Tencent, and the "exclusiveness" of Alipay was banned from the analogy made by Tencent to Tencent.

In view of this, Tencent's high profile is another kind of hegemonic test and contending. It is widely believed that Tencent's participation in new retail will bring more similar "two elections".

The retail industry is fighting for the future of the physical industry, which also fulfilled the anticipation of the insiders before Caixin magazine. For the two Internet giants of A (ALI) and T (Tencent), it is not a battle, but a comprehensive campaign. "AT two competition tips on wheat, though not necessarily exclusive in the terms of the agreement, but once the equity relationship is binding, there will be a tendency."

The original intention of Hai Lan's home is to make use of the technical advantages of both sides to make up for each other's strengths and to borrow each other's strength. But in the battlefield of new retailing, which is a competitive and competitive alliance, can the home of Hai Lan win the goal of a seesaw battle or a benchmark for win-win cooperation? Fate is not entirely in its own hands.

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