500 Million Why Did Entertainment Marketing Fail To Take The Home Of Hai Lan Out Of The Predicament?

It is estimated that even Yin Xiaotian did not think that after many years, people's impression of him is not his films and television works, but from a magic advertisement, a colorful image of the man taking off in the air, coupled with an exalted voice:

A man's wardrobe is deeply rooted in the hearts of the people. The 80 year old man, who has not learned to write at the age of three, can go back and forth.

Relying on this magic advertising tablet and the overwhelming advertising, Hai Lan home shop has been expanding wildly in the two or three line cities and rapidly growing into the first brand of Chinese men's wear.

However, with the upgrading of consumption, Hai Lan's home has gradually become the representative of the "Wei Guo card".

In order to get rid of this local image, Hai Lan's family invited "nine hundred million girls' dream" Lin to update her endorsement, and spent a lot of money to invite Xu Shunying, the Chinese advertising queen, to create a brand new blockbuster for her.

With the most popular cold air, the interpretation of the high-end styles of luxury blockbusters demonstrates the determination to pform from the 18 line township entrepreneurs to the Gao Ding series.

Lin update advertising piece, immediately aroused netizens collective wonder, this is the "two times a year" Hai Lan's home? Full of big sense.

After the brand upgrade, the effect seems obvious. In the Tmall double eleven in 2017, Hai Lan's home made 400 million of its sales force to become UNIQLO, becoming the first brand of men's clothing.

So Lin renewal was called the "savior" image.

It turned out to be a gorgeous turn, but Yin Xiaotian was regarded by many as "destroying" the family of Hai Lan.

Is it really just because of the replacement of a spokesperson? Zi Ming feels that Yin Xiaotian's pot is not too light.

According to the report of Hai Lan's home in 2017, the total business income reached 18 billion 200 million yuan, an increase of 7.06% over the same period, of which the main business income of e-commerce was 1 billion 54 million yuan, accounting for 5.8% of the total revenue.

The growth of 7.06% has not improved compared with previous years.

But its inventory remained high. In 2015, its inventory was 9 billion 580 million yuan, an increase of nearly 3 billion 500 million yuan compared to 6 billion 86 million yuan in 2014.

In 2016, its inventory dropped to 8 billion 632 million yuan, but the number of days of storage and freight turnover was 316 days, an increase of 18 days from the previous year.

At the end of 2017, its inventory amounted to 8 billion 492 million yuan.

This inventory data is much higher than that of peers. In 2017, seven wolves inventory was 1 billion 197 million yuan, and it kept shouting the inventory of Li Lang, which was only 323 million yuan in stock.

Such a huge inventory is a great risk for its continued increase.

From the performance, we can clearly see that replacing the spokesperson did not make the Hai Lan home get high growth. Lin renewal is not a savior.

The operation of a brand involves many levels, from products, channels, positioning, market segmentation, advertising strategies and so on.

It is subjective assumption that Yin Xiaotian destroyed the home of Hai Lan.

From the beginning of Yin Xiaotian's endorsement in 2009, the performance of Hai Lan's home has maintained a very good growth, but it is 2015~2017 years. In recent years, the performance has been growing slowly.

Replacing the spokesperson, from the present point of view, is only a temporary solution to the problem. Hai Lan's family wants to realize the pformation thoroughly. There are still many aspects to be adjusted.

Soil flavor is an Internet term that has only been popular in the past one or two years. Its form and content include the local flavor video, social shake and shout wheat, because it comes from the folk, and has a local flavor called the local flavor culture.

Hai Lan's home was named "Tu Wei Guo" brand because of an advertisement of Yin Xiaotian many years ago.

Yin Xiaotian began to endorse Hai Lan's home in 2009 and changed to Du Chun as the end of 2012. Its advertisement has been used for many years, but it is still being turned out, and its influence is long.

As we all know, today's soil flavor is yesterday's trend.

In the 2010, the fast fashion brands such as UNIQLO, Zara and H&M did not become popular in the second tier cities.

At that time, a second tier city, "love the Internet, love freedom; love late, love night stalls......"

"Love 29 yuan T-shirt" is a personalized expression of young people, who became the representative of the trend culture.

In the three or four tier city, Hai Lan's home is swept away by the slogan of "Hai Lan's home and men's Wardrobe".

Visiting the home of Hai Lan has become a fashion.

1, accurate brand positioning

Beginning in 2009, Hai Lan's home launched the strategy of celebrity endorser, and through the precise positioning, began to expand madly in the three or four line city.

At that time, the men's clothing market in the three or four tier cities, the foreign fast fashion brands also seized the market share in the second tier cities, and had not yet sunk into the three or four line cities. Therefore, the three or four tier cities are more brands of Chinese products.

Hai Lan's home has found that there are mainly two brands in the three or four tier cities, one is leisure brands, such as Semir, Metersbonwe, etc., but their consumption groups are younger, mainly in secondary schools and college students. The other is pure business men's clothing, such as Lelang, seven wolves, and men's clothing. This kind of positioning is too old, and it is the main consumer group over 40 years old.

As a result, Hai Lan's home discovered the blank market of business casual wear, positioning in casual wear, but more biased business dress.

The overall image is even younger (the brand spokesperson can also see it), and the design is more fashionable (of course, from time to time, it is relative that female friends can not use your appreciation of beauty to evaluate the beauty of straight men.

The price is more close to the people.

Relying on this precise positioning, Hai Lan's home is loved by three or four City youth. In this market, Hai Lan's home has few competitors.

2. Massive advertising campaign.

Zhou Jianping, the founder of Hai Lan's home, is very simple about the concept of brand promotion, that is, "celebrity endorser + a large number of advertising".

This strategy has achieved very good results in the three or four line market.

Logically speaking, Hai Lan's home should be grateful to Ye Maozhong. Yin Xiaotian's advertisement is one of the few advertisements that he has not been tucked up as vulgar.

On the contrary, by virtue of the magic style and the lines of brainwashing, let people remember the brand positioning of advertising slogans and "men's Wardrobe", which are "two times a year," and almost achieved the influence that nobody knows.

ZARA, an international fast fashion brand in the second tier city, rarely advertise in mainstream media such as UNIQLO, which relies heavily on word of mouth and offline traffic.

In the 345 tier cities, brands want to form sales, and it is still very useful to invest huge advertising in mainstream media.

The advertising of Hai Lan's home is undoubtedly great. In addition to perennial monopoly of mainstream TV channel gold advertising time, those years, filled with light boxes at railway stations, subway stations and pedestrian streets, also became a beautiful scenery.

Massive offline brand launch -- "is the leader of viral marketing!"

3. A unique business model.

The rapid rise of Hai Lan's home in the three or four tier cities is mainly due to its unique business mode: upstream credit sale system and downstream financial affiliate system.

In the upstream supply chain, Hai Lan's home will not pay the full amount when buying.

If the goods produced by suppliers are not sold at the Hai Lan home store, Hai Lan's home is entitled to return.

In the downstream franchisee, the franchisee is only a financial investment role. He only takes charge of opening stores and personnel, and is not responsible for store management.

The store is managed by the company, and the goods are distributed by the company headquarters. The sales revenue is divided into the proportion of the Hai Lan family and the franchisee.

This mode is an innovation to the traditional franchise mode. On the one hand, Hai Lan's home can reduce costs and reduce risks; the other side can avoid operational problems caused by the uneven operation ability of franchisees.

The most important thing is that the brand side can directly grasp the terminal data of stores, so that the market demand can be quickly fed back to the front-end design and operation, and the supply chain and inventory management are highly refined.

With this new model, the number of stores in Hai Lan's home has been rising. For traditional brands, offline channels are the top priority and the core factor that determines brand growth.

Precise positioning + advertising bombing + channel innovation, so that Hai Lan home in a few years to achieve double income and net profit, in 2012-2014 years of three years, the plight of the textile industry so that most of the listed men's clothing business income three years less than a year, net profit is plummeted.

In the bleak industry, only the family of Hai Lan can achieve accelerated growth, so that the market can catch the spotlight.

With the popularity of UNIQLO and other fast fashion brands in the second tier cities, 80 after 90 became mainstream consumer groups, Hai Lan's home has gradually become a representative of the "Wei Guo card".

The 30 + + elite consumption group can not see the men's wear style here, while younger consumers will feel that the brand is "Dad's age."

In order to break the inherent impression of consumers, Hai Lan home launched a "younger offensive" and chose to cooperate with fashion circles. The first shot was to launch a "limited cooperation" marketing campaign with the designer Xander Zhou to enhance the international standard.

After the launch of the limited series, the Jingdong platform sold out in a day. At 4 a.m. on the streets of Beijing, fashion buyers queued up at haera's home store to greet each other, "did you grab XANDERZHOU+HLA?"

In addition, Hai Lan's home has conducted many IP marketing cooperation.

In 2014, the joint NetEase and the China Social Welfare Foundation "warm current plan" jointly launched the "one gram warm" public welfare activities. The IP's public welfare attempt is also the successful test of the brand image communication.

After that, Hai Lan's family joined hands with the Oriental dream factory to launch the derivative products of the Madagascar movie series.

Hai Lan's home, which has always been criticized for its old style, takes advantage of IP's ride to try to improve the product's fashion.

He also launched a joint T-shirt with the strongest brain.

In the past two years, the Hai Lan home group has been riding on the head net ensemble, sponsoring the famous variety of "running brothers", "the strongest brain", "if you are the one", "masked singing will" and "Mars Intelligence Bureau 2" and so on, hoping to achieve the word of mouth brand pformation through entertainment marketing.

It is understood that since the layout of entertainment marketing started in 2014, the cost of advertising for Hai Lan's home has reached over 500 million a year, and there is a trend of continuous upward trend, which is 5-10 times that of the seven wolves and nine herds of the same period.

In the past year, Hai Lan's home has replaced the spokesperson to become the "Hong Xiao Sheng Lin" update. It was created by Xu Shunying, the Chinese advertising queen, to create a brand-new blockbuster for her. This advertisement gave consumers a subversive understanding of the image of Hai Lan's home.

The most direct result of advertising is Tmall's double eleven in 2017, and Hai Lan's home sold 400 million, and won the men's brand champion.

Later, Hai Lan's family invited Chen Shuo, director of tongue tip 2, to view the clothing materials from the microscopic perspective, and create a creative advertising film "scenery King Qian", from subliming the brand style to subliming the brand concept.

We can see that Hai Lan's family is very willing to invest in shaping the younger brand image.

From 2015 to 2017, sales expenses, including advertising expenses, rose year by year, from 1 billion 347 million to 1 billion 549 million.

The continued high advertising sales cost did not make the performance of Hai Lan's home business achieve a substantial improvement, but rather a downward trend of growth.

From the brand image to change the consumer's cognition, the direction is correct, but the temporary solution is not effective, the real core is the product, is the channel, these have not kept up, the performance will not naturally enhance greatly.

The home of Hai Lan has labeled itself as UNIQLO. In order to get rid of the image of "Guo Wei Guo" and compete with the international fast fashion brands such as Zara and H&M, Hai Lan's home has rapidly expanded its stores, but the gap with fast fashion brands is still relatively large.

1, fashion

The fashion performance is naturally in the product design, although the autumn in the dark blue overcoat of the forest update is very handsome, but in the summer T-shirt, compared to Yin Xiaotian and Du Chun, it seems that only the photographer's posture and aesthetic quality of photography.

International fast fashion companies have a large team of designers, such as Zara, who have nearly 500 designers, who are in the field of major brands to collect the latest.

In the less than two weeks, the trend shifted from the show to the Zara store.

And the home of Hai Lan, which is mainly located on the street, is seriously designed, business style, and lacks "fashion sense" and "personalization".

A small number of R & D investment has been one of the short boards of Hai Lan's home. In 2016, its R & D investment accounted for only 0.16% of the total revenue. In 2017, it only increased to 0.21%, far below the 3.4% of advertising expenses.

2, fast

The second characteristic of fast fashion is fast. From product design to rack, Zara only takes 10 days. All stores can make products two times a week, and is the only fashion company in the world that can distribute garments to more than 850 stores in the world in 15 days.

The supply chain of Hai Lan's home management mode can not reach that speed.

3, channels

The mainstream crowd who is more sensitive to fashion is mainly concentrated in the second tier cities, which is the short board of Hai Lan's home.

Although these years have accelerated the expansion of stores in the second tier cities, the layout of Hai Lan's home is still very weak compared with the fast fashion brands such as UNIQLO and Zara.

By the end of May 2017, UNIQLO already had 540 stores in 120 cities in China, most of which were in the first tier cities such as Shanghai and Beijing, and only 1-2 in two or three cities.

Another fast fashion giant Zara has opened 620 stores in 68 cities in China, which has become second only to Spain.

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Its home brand ZARA HOME has opened Asia's largest flagship store in Shanghai.

In the young consumer groups like the electricity supplier channel, Hai Lan's home is also insufficient power. In 2017, the main business revenue of e-commerce business was 1 billion 54 million yuan, accounting for only 5.8% of the total revenue. This also fully exposed the dilemma of the pformation of Hai Lan's home in the face of young people's online market.

epilogue

Hai Lan's home, through brand upgrading, layout a second tier urban consumer group, and directly compete with UNIQLO, Zara and other fast fashion brands. This reform is determined by courage and determination.

But I want to use a series of entertainment marketing in "

"Edge" has a firm foothold, and hopes to win the international fast fashion brand with the rapid expansion of quantity and face.

Today, Hai Lan's home is facing a dilemma of "high inventory" and "slow growth". However, the high rent and manpower cost of stores in second tier cities will only increase their operating costs continuously.

In terms of entertainment marketing, the cost will only increase.

With the expansion of the business scale of Hai Lan home, the growth of its stores, the expansion of its marketing network and the increase of its inventory are also faced with new challenges in store management, supply chain management and brand management.

At this stage, Hai Lan's home is to increase product design, research and development, optimize supply chain, improve the efficiency of the second tier cities, or allow high inventory and cost worries.