What Does UNIQLO Calculate? Hai Lan'S Home Market Has Surpassed Burberry.

You think that all the homemade men's clothes are all dregs, but the sea Lan's home is about to make you look at each other!

A few days ago, I saw a piece of news.

In the first half of this year, the revenue was broken by billions of dollars. The market value once surpassed Prada, Burberry and other world famous brands, ranking 14 in the world!

This achievement is really jio. It's a bit surprised. What's happening in the past two years?

Father and son, male soldiers, fight the world

It is said that every successful man is inseparable from a woman.

And the success of Hai Lan's home is behind two men. That is Zhou Jianping, the founder, and his son, Zhou Li Chen.

30 years ago, by opening the camera hall, 300 thousand of Zhou Jianping and 18 workers were set up in Jiangyin County, known as "the first manufacturing County in China". This is the predecessor of Hai Lan's home.

In a short span of 6 years, a small textile mill developed into a large group.

6 years after the development, it is on the market! The speed of growth is really amazing~.

Then one day, Zhou Jianping went to Japan and entered a family.

Shop.

He found that the clothes in it were placed neatly in terms of sex, function and color.

The shop is also very bright, with no annoying shopping guide followed. It was very different from the domestic clothing store at that time.

This impressive clothing store is UNIQLO.

Zhou Jianping, who came back, was always in the mood to think about why China could not have such a clothing store.

After the establishment of Hai Lan's home, Zhou Jianping kept saying "to PK and UNIQLO", he also regarded UNIQLO as the strongest competitor.

However, UNIQLO's minimalism has not been learned, but it does not know which color to wear.

Then we saw Yin Xiaotian and Du Chun, who were wearing colorful coats, and tried to be concave. They told us that this is the "man's Wardrobe" - the case of Hai Lan's home.

The home of Hai Lan, who was tucking away from the earth, was slowly changed after Prince Zhou Lichen took over.

Face value upgrade

Perhaps after 90, the younger generation understands the hearts of the younger generation. After the takeover, Hai Lan's home is getting younger and younger.

In the past, Hai Lan's family put their advertisements on CCTV. One is to make people think you have money, and the second is to make people remember you faster.

However, nowadays young people are watching CCTV opera more than CCTV news. So when Zhou Lichen took office, he began to support "running brothers", "the strongest brain", "if you are the one" and other famous variety shows in the form of clothing sponsorship.

Of course, the most intuitive change of Hai Lan's home is still on clothes.

First of all, I worked with Zhou Xiang, the most potential designer in China, to work out a joint venture. It is fashionable to explode.

Look at this poster. I thought it was a new high-end men's wear brand.

Changed the past colourful style, this sea Lan's home finally came a counterattack.

Simple and smooth line design, classic matching color, it can be turned back some face.

In order to get rid of the image of "old and old" in the past, Hai Lan's family's eye for spokesmen has also risen a lot.

From the first generation of Yin Xiaotian, the second generation jumped to Du Chun, and now to the "nine hundred million girl's husband" Lin update, it can be said that Lin dog to a large extent saved the public's appreciation of Hai Lan's home!

In addition to the main business, Hai Lan's family was launched last year.

The decoration of black and white tone looks at the meaning of tide card.

Not only the newly launched secondary line, but also the original shop decoration of Hai Lan home has become more attractive.

The bright yellow Rhubarb in the past, the dim light, the shop looked at the colorful clothes.

Hai Lan's home, which is developing rapidly, is now out of the country. There are stores in Thailand and Malaysia.

It has to be said that the current Hai Lan's home is really impressive.

Whether it's clothing style or shop design, it's becoming more and more pleasing.

Even so, the voice of Tucao Hai Lan's home has never been broken.

However, the home of this kind of native land is still from 2013 of revenue to 7 billion 150 million, to 14 years 12 billion 340 million, 16 years 15 billion 830 million, 16 years 17 billion, 17 years to kill 18 billion!

Are you as curious and curious as I am, and you can still earn a lot of revenue every year. What is the home of Hai Lan?

Do you think it's a big family?

Let's not see that the home of Hai Lan has always been like the earth.

Without designer, purchase is all depend on credit.

Most clothing brands have their own designers. After they are designed, they will find factories for mass production.

However, Hai Lan's home is not so. They not only have no own designers, but also rely on suppliers' credit to produce products.

Every year, there are two purchase plans. The clothes are decided by the supplier.

The point is, the money should be owed first, and then I will sell it when I sell it.

Anyway, I ordered too much, you can't say anything.

Shop without money, all depend on franchisees.

The stores have direct outlets and franchisees, but most of them are franchises.

Unlike other franchisees, you have nothing to do with the franchise fee.

The store will be handed over to Harean's house for unified management, and then it can be done equally.

Because of this, the family of Hai Lan is crazy to expand shop by joining the fee.

The pformation of traditional retail brands is just about two outcomes: either superior or out.

Obviously, Hai Lan's family is the former.

Although some people still feel it is not up to grade.

But I just want to say that people's positioning is business casual wear, the goal is not the younger generation of consumers.

If you want to take the definition of fast fashion and tide card to see it, of course, it can not be compared.

Generally speaking, the achievement of Hai Lan's home is still worth affirming. After all, it's a small pride in the men's suit now.