In 2018, Hai Lan'S Home Attracts The "Eye" Road.

In the increasingly competitive and competitive men's wear market, diversification has become an important direction for apparel enterprises to increase their market share. In addition, with the rise of younger generation of consumers, clothing enterprises also excavate higher profit growth points from new product creation and brand innovation.

In the past 2018, a lot of men's wear brands such as YOUNGOR, Hai Lan's home, CABBEEN and Busen share all wanted to take a higher position in the men's clothing market.

As a representative of the National Men's wear brand, what kind of pformation did Hai Lan's family take in 2018?

SkyDrive, a Chinese clothing company, has made a point of clearing up the road of the LAN Hai's home in the clothing market this year.

Online layout

In 2018, at the beginning of January, Hai Lan's family threw out a large cross-border bomb.

In January 29th, Hai Lan's home announced the suspension and announced in the evening that it would allow the company to share 5% of the shares through the pfer of the agreement, and joint venture with the strategic investors to set up an industrial investment fund.

The announcement in the evening of February 2nd announced that Hai Lan's home reached a strategic cooperation with the Tencent. Tencent bought 5.31% of the total share capital of the Hai Lan family through its total paction price of 2 billion 500 million yuan.

The total paction price is RMB 2 billion 500 million yuan.

Hai Lan's home has always attached importance to the development of the online market, and constantly layout the online market, and cooperate with ALI, Jingdong and other e-commerce platforms to pursue online traffic and technology support, and develop a wider sales channel.

And Tencent's small shareholding, Hai Lan's home can get the flow of WeChat fission, the flow of public traffic, this huge far exceeds the flow of Taobao system, which can bring huge development opportunities for Hai Lan's home in the short term, which is also difficult to refuse by Hai Lan's home.

In late February, Hai Lan's home and the online ordering platform took part in the takeaway group and joined the public comment. The service page of the "Hai Lan home brand hall" was opened, and the US takeaway group was responsible for the distribution.

The strategic cooperation between American takeaway and Hai Lan's home is to explore a new sales distribution mode and greatly improve the efficiency of consumer shopping.

The takeaway platform provides more customers with wider coverage for the offline store of Hai Lan's home, and the cooperation between the takeaway group and the clothing brand helps to explore new fields.

In April 8th, Hai Lan home announced the new online shopping mall. At the same time, it also ran the Hai Lan home Mini program, which included suits, shirts, sweaters, T-Shirts, jackets, trousers, shoes and accessories.

In the increasingly fierce competition in the clothing market, Hai Lan's home is rapidly exploring the market development trend, so as to formulate corresponding development mode in time.

The online market has become one of the directions for the new growth point of Hai Lan's home. After all, many consumers choose online shopping as a convenient and fast way. The sea Lan's home, whether it is cross-border cooperation or on-line group takeaway and micro mall, wants to open up a flow oriented development model and expand a wider development channel.

Overseas expansion

In the layout line market, Hai Lan's home also valued the expansion of overseas international market. In 2017, Hai Lan's home opened its first overseas store in Kuala Lumpur, Malaysia, and opened 9 stores in order to expand the share of the international market.

In May 18th, following the Malaysia market, Hai Lan's home opened its first store in Singapore Suntec City Mall, changing the style of the past, displaying only the word "white HLA", and the design style was white.

Singapore is the second city to open up the Southeast Asian market, and is also one of the important strategies of HLA's "overseas development plan based on Southeast Asia, the Asia Pacific region and the world".

Hai Lan House said that as an important hub of the maritime Silk Road, Singapore has been attracting many overseas fashion brands for its mature consumer market and high fashion sensitivity. It also represents the higher pursuit of the quality and fashion of the garment industry in the high-end market in Southeast Asia.

In August 15th, Hai Lan's home opened the first store in Thailand, Central Plaza Rama9, Bangkok, Thailand, and the overseas market layout plate took another city.

The design of the store continues to follow the Singapore image, abandoning the image of the yellow label, which is always used in Chinese and English. It only uses the white "HLA". The image of the shop is more youthful, simple and advanced.

In addition, the selection of Hai Lan's home store also follows the principle of "golden section and diamond shop", mainly shopping malls and shopping centers, attracting more young workers to work.

In November, the home of Hai Lan opened in the first store of SC VivoCity, Hu Zhiming, and officially entered the Vietnamese market.

In December, the flagship store of Hai Lanjia's light luxury women's clothing store was located at Central World, landmark store in Bangkok, Thailand.

In the next 3 years, Hai Lan's home will continue to conquer cities in Singapore, Malaysia and Thailand, and gradually achieve the goal of "Xinma Tai" as a starting point to fully enter Southeast Asia. It is also expected to further explore the emerging markets such as Philippines, Indonesia and other developed countries, such as Korea and Japan, so as to achieve the strategic goal of moving out of Asia to the world.

Hai Lan's family began to expand its overseas market first from the Southeast Asian market, mainly because the consumption demand and business environment of the Southeast Asian market is very consistent with China's consumption situation, and is in line with the current development rhythm of Hai Lan's home, so it can achieve stable development in the Southeast Asian market.

In addition, when Hai Lan home expands its international market, from Hai Lan home brand to HLA Jeans tide brand to light luxury brand, from single brand to multi brand matrix, multi-dimensional expansion of market channels, and further expansion of the number of sea going.

It is understood that Hai Lan's home now has 27 stores overseas, and has achieved the first step out of the country.

Weakening the line?

Upgrading informatization

At the beginning of June, according to the Beijing business daily, Hai Lan's home was closed to the largest flagship store in Wangfujing. The reason for closing the shop was that the advertising benefit of the business district was not directly proportional to the revenue of the store, and the rent pressure was very high.

Influenced by the online market, many apparel companies reduce costs by closing stores.

At present, Hai Lan's home market focuses on the layout of the online market, and the development of the offline market gradually slows down. Closing the flagship store of Wangfujing may be a manifestation of the weakening of the Hai Lan's home and readjusting its domestic layout.

In July 11th, Hai Lan's home issued a public offering announcement of Switching Company bonds, which will raise 3 billion yuan for the upgrading of the industrial chain informatization, the construction of logistics park projects and the application of the construction project of AI Ju rabbit R & D office building, so as to further enhance the capabilities of information, logistics, R & D, and so on.

In the context of the expansion and upgrading of the scope and efficiency of consumers, the speed of information dissemination and the rapid spread of fashion information, Hai Lan's home can only be adjusted and innovatively according to the development of the market, so that new development opportunities can be obtained. In this regard, relying on the management advantages of marketing network, supply chain and brand, Hai Lan's home development strategy adjustment and steady progress of the channel will play a synergistic effect in the future of e-commerce and new retail.

In 2018, Hai Lan's home made constant adjustments to the upgrading of the market and actively infiltrated and radiated the first and second tier cities. At the same time, efforts were made to expand the shopping center stores, optimize the store network marketing layout, integrate new retail businesses, enter the Southeast Asian market in Malaysia, Singapore and Thailand, and speed up the internationalization process; cross-border cooperation began to take advantage of the channel of e-commerce to close to the younger generation.

Under the high-speed layout, Hai Lan's home is still under the pressure of high inventory. According to the data, the inventory of Hai Lan's home in the three quarterly report of 2018 is as high as 9 billion 734 million yuan.

The layout of market segments is further approaching the new generation of consumers. The future of Hai Lan's home still needs to be more focused on solving the problem of high inventory.

Author: Jin Shu