Hai Lan Home And KPL Alliance To Cooperate In The Layout Of The Electricity Industry

Speaking of Hai Lan's home What do you think of this brand?

Is it a uniform suit shirt? Is the distinctive yellow blue decoration? Or the classic slogan "men's Wardrobe"?

Nowadays, they also come together with the electronic competition. In March 6th, Hai Lan home and KPL alliance formally reached a cooperation and completed the new marketing layout of sponsorship competition. It is reported that this sponsorship of KPL is the trend brand HLA Jeans black whale of Hai Lan home, and has won the seat of clothing partners. From the beginning of the new season in 2019, the black Whale will be the team service provider of all KPL teams.

Why can Hai Lan's home come with KPL? Let's start with this brand.

Once upon a time, the sales volume of men's clothing sales volume myth.

At the beginning of 2002, Zhou Jianping, chairman of Hai Lan group, went to Japan to conduct a market inspection.

Zhou Jianping summed up the pattern of UNIQLO as three characteristics:

First, clothing is neatly arranged according to gender and function, which is convenient and direct like supermarkets.

Two, the same style of clothing, to provide a variety of sizes, color and plate selection, fully meet the needs of shopping;

Three, customers do their own shopping, everything is available on the rack, there is plenty of fitting room and no annoying shopping guide.

In Japan, the volume of clothing sales has become large, and chain stores can be found in all kinds of commercial intensive areas. So on the way back, Zhou Jianping felt he had to copy the pattern in China. In September 2002, the first store of "Hai Lan Jia", the Nanjing Zhongshan North Road store, was officially opened.

In the performance and sales strategy, Zhou Jianping created a myth. At present, Hai Lan's home opened nearly 6000 stores, quickly occupied the three or four line city market, and also successfully listed on A shares in 2014. In the local clothing brand revenue ranking, Hai Lan's home also firmly occupies the first place. "Men's Wardrobe" is also known to women and children alike.

By the end of the first half of 2018, the annual revenue of Hai Lan's home has broken tens of billions, not only leaving the domestic brands behind them, but also surpassing the international brands such as Saint Laurent and Burberry. The effort behind the high sales volume is certainly worthy of affirmation. But in fairness, does this mean that Hai Lan's home has been higher than Burberry?

To give a simple example, if one day, the Prada standard in the doorway of iapm trading square in Shanghai is replaced by Hai Lan's home, how will you feel? Do you still think this is a high-end shopping mall on Huaihai Road?

Although sales are very high, Low still has to face the problem of Hai Lan's home.

Of course, for Hai Lan's home, this can not be regarded as a derogatory term. When their brands were launched, the consumption concept of the second tier cities and the three or four tier cities in China was obviously different: the former had a high income, a high degree of fashion pursuit, and a good collection of international products, but the sea Lan's home might not be able to match it. The latter had a low income but huge base, strong group motivation, and the international brand had not yet sunk, which was suitable for the main stream of the Hai Lan family with multiple styles and cost-effective.

Therefore, the home of Hai Lan can be seen in the meantime. Remember the slogan "Hai Lan's home, man's Wardrobe"? Do you remember Yin Xiaotian's crazy commercials at the door of Hai Lan's home? This "star endorsement + prime time TV advertising + strong attraction slogan" marketing method, at that time, won the hearts of customers in the three or four tier cities, especially those over 30 years old, which also helped them win the strategy at that time.

This marketing method with strong directivity has greatly enhanced the brand awareness of Hai Lan's home in their hearts. Coupled with the strategic location of stores, billions of businesses are coming along.

At that time, the brand strategy had opened up a new place for the family of Hai Lan and created a dark horse in the domestic clothing brand. But as time went on, international brands began to sink gradually. The awareness of fashion in three or four tier cities was slowly awakening, and the efficiency of TV advertising continued to decline with the popularity of smart mobile devices. The accumulation of these factors has led to earlier restrictions on brand tonality and marketing, and gradually become a constraint on the development of Hai Lan's home.

At this time, Zhou Jianping came to realize that the future of Hai Lan's home was to dare to change his life and expand the scope of his customers, or sooner or later he would be abandoned by the times. Of course, for them, this process is undoubtedly long and painful.

The turning point appeared in February 8th of last year. Hai Lan group officially announced that Zhou Jianping's son Zhou Lichen was president of the group. Unlike Zhou Jianping after 60, Zhou Lichen, who was born in 1988, was less than 30 years old when he took over. He graduated from Tsinghua University majoring in finance and returned to Hai Lan group headquarters two years after he worked in Shanghai Zhixin capital.

Zhou Lichen, who is still young and has experienced the most fashionable city in China, undoubtedly knows more about the modern young people's consumptive concept. After he took the banner of the sea from his father, he immediately began a drastic reform. The first thing to bear in mind is the advertising marketing business which was originally "a group of mockery" by a second tier city customer.

Generally speaking, as the facade of facade, advertising marketing has always been the main front for all brands to embody brand spirit and desire to be younger.

In the past, from the artistic point of view, the advertisement of Hai Lan's home is vulgar and earth. Every second reflects the local flavor and is often criticized by others. And only put in TV channels, not fully taking into account the information transfer habits of the second tier cities.

After Zhou Lichen took over, Hai Lan's family began to support the famous variety shows such as running brothers, the strongest brain, and if you are the one in the form of clothing sponsorship. At the same time, the amount of Internet video, cinemas, subway and high-speed rail has been raised every year, and the accuracy of people positioning has begun to pay attention.

On the product, they also launched a series of young people on the way. They also joined the famous designer Xander Zhou to play a "limited cooperation" marketing strategy to enhance the international brand of the brand. In this cooperation, Hai Lan's home for the first time saw the streets of Beijing at 4 a.m., and some people were willing to queue up to buy their products like big ones. This undoubtedly proves that the brand added value has been significantly improved.

On the other hand, Hai Lan's home has also found a brand new spokesperson for Lin renewal. It has taken a brand-new advertising film with the popular cool air. The effect of the international brand is strong, and it has been praised for its past taste. The new advertisement plus Lin's personal influence has helped the Hai Lan home to make a magnificent turn and let many young people recognize this brand again.

After having tasted the sweetness, Hai Lan's home made a series of commercials of atmosphere style, which resonated with more young consumers. In the Tmall double eleven in 2017, they reached the top of men's wear with a record of 400 million yuan.

It can be said that the family of Hai Lan is walking on a younger road.

　　 Now, we are involved in the competition to grasp the young consumer market.

From cross border fashion to updated advertising style, Hai Lan's family has made a successful reform for young people and customer groups, helping them achieve a phased success. But Zhou Lichen knows that these are far from the end of reform. If we want to resonate more with the times, we have to invest more in young people.

In contemporary young people's favorite things, games and electric games are excellent choices.

In the past 3 years, the mobile terminal MOBA game "the glory of the king" has spread all over the river, and the total number of registered users in China is as high as two hundred million. In the age division, the "King glory" user group is younger, while the urban distribution, up to the north, Guangzhou and Shenzhen, down to the four or five line city, has almost become a national game.

At the end of 2017, the "King glory" created a network ensemble program called "King attack" with its IP. Angelababy, Chen He, Lin Chiling and other traffic stars participated in the program. After learning about this project, Hai Lan home became the sponsor of clothing brand at the very first time, providing all the "wearing war clothes" in the program.

The biggest highlight of this marketing collaboration is that the brand of Hai Lan's home is related to the game props, which have a positive impact on athletic results, and deepens the transmission of brand spirit.

For example, the home of Hai Lan is known as the "revival armor" of the famous prop in the program, which can enable the character of the game to revive instantly when the blood is dying. Through this kind of implantation, Hai Lan's home has also launched the new slogan of "the wardrobe of the king", combining the great glory of "the glory of the king", "the attack of the king" and its stars, has greatly harvested a large volume of traffic, and also raised the audience's brand sentiment.

However, the "King attack" itself is just a comprehensive network program. The meaning of Hai Lan's home is at best from the original sponsorship platform to the sponsorship network, and there is no fundamental logical change. Compared to game IP derived network ensemble, game based electric competition is more popular and has better topic continuity.

According to statistics, in 2018, the KPL "King glory" professional sports system content watched more than 17 billion, the KPL autumn finals of the single day live broadcast volume broke 300 million, respectively set the annual competition viewing volume and single day live broadcast of the new high.

Just like in the past more than 100 years, the brand sponsorship of sports events has never been exhausted. Nowadays, e-sports, represented by KPL, take over the development of sports, and sponsorship of electric games has naturally become the future form of sponsorship sports. And compared to the traditional sports which are increasing in sponsorship costs and aging, the development time is not too long.

In March 6th this year, Hai Lan's home and KPL alliance formally reached a cooperation and completed the new marketing layout of sponsorship competition. It is reported that this sponsorship of KPL is the trend brand HLA Jeans black whale of Hai Lan home, and has won the seat of clothing partners. From the beginning of the new season in 2019, the black Whale will be the team service provider of all KPL teams.

Compared with the main product line "men's Wardrobe", the black whale is the new brand of Hai Lan's home trying to completely take the young people's trend line. For them, the importance of young customers is equivalent to lifeline, before they sponsored the network comprehensive program "wonderful flower", now as the leader of haelan's home, the first to enter the KPL competition.

"Compared to LPL (League of Heroes) professional league, KPL is not so hard core, and the users are more fashionable and younger than the former. Then the black whale tide card can be linked to KPL, and push its brand spirit into these youthful and fashion sensitive users. KPL, vice president of VSPN, a commercial partner, said to ID:ECO-esports.

Many years ago, the central government has deeply studied the sub culture of the major competition audiences.

He believes that LPL is more like sports, especially male audiences generally have a strong sense of team honor and win win heart, very serious and very hard core, so it fits the tone of sports brand. For example, Nike has signed LPL, which is serious and serious.

But the sub culture of KPL audience is different. The project itself is a competition tournament born of light competitive games, with a large number of female audiences, who do not have so many "national enemies and family hate" and entertainment will be stronger.

In sub culture, the relationship between spectators and players is not entirely like the worship of sports circles, but more like the fans' affection for idols. Under such a difference, KPL fans who are more sensitive to entertainment and fashion will be more receptive to the implantation of a trend brand, and they will also be more receptive to idols.

"Now the scale of domestic competition users has reached the masses that consumers must take into account. But most brands do not know much about the users of electronic games, or rather, they do not quite understand the differences between users in different competitions. Competition marketing is not an advertisement to pick up a competition. It is very important to form a sense of identity in culture. You can add.

With the help of VSPN, Hai Lan's home and KPL have come together. Through this competition marketing cooperation, the traditional brand is expected to further wash away its "local flavor", vigorously develop the brand of the black whale, and move towards the youth group, the second tier city group and the forefront of the times.

Beyond the case itself, what we should see more is that in the traditional mass consumer goods industry, more and more "Hai Lan family" need to cater for this era to make changes, and brand younger is a key step that they will never be able to get around. Author: Alvis ray