Brand Analysis: The New Retail Road Of Hai Lan'S Home

As the Chinese men's wear brand that won the top spot in Hurun brand list, Hai Lan's home has always been the focus of attention in the industry.

In recent years, in the tide of clothing industry, Hai Lan's home has been growing against the trend.

According to the public financial report of Hai Lan's home, as of the three quarter of 2018, the total assets of Hai Lan's home were 28 billion 698 million yuan, revenue was 13 billion 42 million yuan, net profit was 2 billion 628 million yuan, and revenue and net profit increased by 5%.

In the first half of 2017, Hai Lan's home was ranked second in Tmall men's clothing. Nearly 1000 of its stores have achieved Tmall's full channel access, accounting for over 10% of the total channel turnover.

The home of Hai Lan is linked to Ali.

In August 13, 2017, Ma visited and visited the Hai Lan group.

In August 30th, 17 days after Ma's visit to Hai Lan's home, Tmall announced a comprehensive strategic cooperation with Hai Lan. The two sides formally signed the agreement on the overall layout and landing of intelligent stores in Hangzhou.

Hai Lan group has a total of more than 6000 stores, including more than 4600 men's clothing brands, and more than 1000 stores from its female clothing brand AI Ju rabbit. The entity store of Hai Lan's home will pform the "intelligent store" based on Tmall's new retail solution.

The so-called smart store is based on Tmall's big data solutions. The two sides will launch a package of new retailers around the launch of new products, channel management, big data empowerment, online and offline full channel integration and so on.

As early as May 2011, Hai Lan's home was settled in the Taobao mall.

Chen Lei, general manager of Hai Lan home electric business, said that for the brand, Ali is a high market share platform. Platform services and all aspects of business are clear and comprehensive. It is a favorable channel for the company to open up and maintain the online crowd.

"Stationed in Ali platform to make up for online crowd demand for brands, to fill the gap in the online marketing market."

Chen Lei said that the company implemented the online and offline policy of the same price, implemented online shopping, offline replacement, increased shopping experience, and copied offline experience to online.

New retail layout of Hai Lan home

Hand in hand Alibaba is the starting point for Hai Lan's home and all traditional garment enterprises to upgrade their business models in the digital age.

Hai Lan's home has a clearer grasp of the dynamic evolution of the domestic clothing consumer market from the bottom data level, so as to achieve targeted, precise and efficient product development and brand innovation.

Alibaba rebuilds the traditional retail industry through new retail, that is, through the terminal stores, and carrying out the big data operation of the whole industry chain, such as R & D, production, logistics, terminals, and so on, to realize the reconstruction of people, goods and markets.

The front end is the well-known consumer behavior data collection, intelligent store scene experience and full channel retailing.

Liu Xiuyun, senior director of Tmall business group, said that Tmall's new retail business will be fully empowering, including service business system upgrading, relying on big data to complete brand strength diagnosis and brand operation structural optimization.

Forecast consumption trend through big data, and realize flexible supply chain through reverse customization of C2B.

Hai Lan home and other brands can also adjust business strategy accordingly, substantially reduce the overall business investment, and ultimately achieve brand remodeling and upgrading.

According to media reports, "change to do new retail, of course, the selling level is the most direct, followed by data access, I think the new retail must be the direction of the future, after that, it will cooperate more strongly with Tmall's new brand," Zhou Lichen, President of Hai Lan group.

Zhou Lichen said, "in the past three years, Hai Lan's home has made 200 million clothes with its own ID card coding through RFID Technology (radio frequency identification), basically realized online ordering and offline delivery, and store data sharing and interworking.

This can not be found in the entire Chinese garment industry and even the world's garment industry. "Second."

RFID technology allows every commodity under the line to have an identification mark, which lays the foundation for the new retail trial of Hai Lan's home.

Comprehensive release of social values

According to the report on the social responsibility of Hai Lan's home 2017, Hai Lan's home has not forgotten to repay the society while maintaining the development of the enterprise, actively fulfill its duty to pay taxes, create employment and participate in various social public welfare activities.

(1) perform the duty of paying taxes.

In 2017, Hai Lan home further strengthened tax base management, reduced tax risks, raised the awareness of tax payment for all staff, improved the legality and compliance of tax work, and made positive contributions to supporting the development of local economy.

The Jiangyin Municipal Taxation Bureau of the State Administration of Taxation issued a notice on the results of tax related information inquiry in July 2018, and the tax credit rating of Limited by Share Ltd of Hai Lan home was 2017 a.

In the 3 quarter of 2018, financial reports showed that the tax paid by Hai Lan's home was 2 billion 195 million yuan in September 30, 2018.

(two) create employment opportunities.

In the context of the weak recovery of the overall demand in the clothing industry, Hai Lan's home continues to focus on the clothing industry, expanding its industrial scale, creating employment opportunities and providing many jobs for the society.

By the end of 2017, the total number of employees in Hai Lan home was 15656, and the number of incumbency staff increased by 1.74% over the same period last year.

In addition, the company has provided about one hundred thousand jobs for suppliers and stores through indirect ways.

(three) to participate in public welfare activities.

In 2014, Hancan's family jointly launched the "warm" public welfare action of the China social welfare fund, the public welfare fund and the NetEase platform, and passed on the public welfare through many channels such as field donation, linkage store, multi-dimensional communication and so on.