Multi Brand Online And Offline Development Of Hai Lan'S Home To Open Micro Mall

On Sunday, 600398.SS, the Jiangsu based fashion group, announced the launch of the micro mall through the WeChat service number of the same brand. Because the main entrance of the micro mall was WeChat, the news was subsequently overinterpreted by the mainland media.

Because of the special environment of China's retail industry, the online channel has been dominated by the platform. The largest player is Alibaba Group Holding Ltd. (NYSE:BABA), Alibaba. However, the JD.com Inc. (NASDAQ:JD) Jingdong, which has long been challenged, is self-employed, but its platform pformation strategy is obvious this year, not only on the critical point of its own platform and platform GMV, but also with a large number of fake and customer complaints.

Previously, the famous writer 66 (real name "Zhang Xin") complained about Jingdong and Jingdong platform merchants' public number article, which made Jingdong one of the biggest public opinion crises since its listing.

Finally, the Jingdong said it had to "reflect".

As another big Internet giant in China, and Tencent Holdings Ltd, a major shareholder of Jingdong (0072.HK), Tencent Holdings has been investing heavily in retailing industry for more than a year in the past year.

As a result of last year's "double 11" withdrawal from Jingdong, "hugging" Alibaba's Tmall platform, and the founder and chairman of Alibaba, Ma Yun once visited Hai Lan's home in the middle of 2017, the Jiangsu group was once closer to Alibaba.

However, at the beginning of this year, the news of Tencent's investment in Hai Lan's home has spread like wildfire. In the early February, the rumors finally came true. Hai Lan's home not only accepted Tencent technology 2 billion 500 million yuan (hereinafter referred to as "Yuan"), but also set up an industrial fund of 10 billion yuan with Tencent technology investment tool, which made Hai Lan's home become the most dramatic company in the traditional retail competition between Alibaba and "anti union alliance".

Prior to this, Hai Lan's home has also been a topic of conversation, with high speed expansion strategy and high inventories, and the position of Group founder Zhou Jianping, China's "fashion richest man".

Focus of discussion.

Tang Xiaotang, an analyst at No Agency, an industry research and consulting firm, said that at the end of last year, the group had indicated that it was preparing for the "Hai Lan home" micro mall. At that time, the media coverage mostly focused on the online channel construction of Hai Lan's home, including 5000 exclusive "intelligent stores" with Tmall.

"Sunday's public opinion points to the integration of Hai Lan's home into the Tencent ecosystem, obviously influenced by Tencent's stock market."

He said that the partnership system of Hai Lan's home franchisee makes the company still put more energy into online channels. Neither the Urban Revivo, which is similar to the investment mode of Hai Lan's home, or the joint venture fund with Tencent, will not place the company's priority on the line.

"The brand management company combined with the existing franchisee partnership system may be the real ambitious goal of the company".

According to Hai Lan home's mid March performance bulletin, in 2017, the group's online income was 1 billion 54 million yuan, accounting for only 5.8%, far away from the 15% share of the total online channel of China's consumer goods.

At the end of March

In the analysis of business situation, the expansion of stores is still a topic of discussion in the priority of Hai Lan's home, and the development of e-commerce is in the last place.