The Family Of Hai Lan Crossed The Border To Play Electric Games, Conquering More Young Consumers With Royal Glory And Jedi Survival.

On March 6th, in the opening ceremony of the 2019 Royal glory professional league (KPL) spring games, the new generation of electronic competition brand black whale HLAJEANS broke into people's vision, becoming the only official clothing sponsor of 2019KPL.

It is understood that the black whale brand was founded in 2017. It is a brand new trend sports shoes and clothing brand of the local men's wear giant Hai Lan's home. It is a young, fashionable, sportswear and fashion player.

Its brand concept of creating a fashion lifestyle with young people is very popular among young people.

In 2018, the brand appeared in the explosive art variety "wonderful flower" and "next station legend", which has a great influence on young people.

According to reports from the media, the cooperation between the black whale and KPL is not the first attempt in the field of electronic competition. In 2018, the black whale reached a strategic cooperation with the EHOME E-sports club and became the new EHOME team of the EHOME E-sports club in 2019. The LGD, VG and EHOME three teams, which were subsequently patronaged in the "DOTA2", also had a good performance.

It is reported that the new generation of electric competition brand black whale and KPL integration innovation, invested a lot of resources, spent 5 months tailored exclusive uniforms for KPL15 club, "dragon totem", "wave", "scorching sun", "angry bull"......

Every uniform is stamped with youth and blood, the desire to win and the belief in electric games that never give up.

Reporters learned here that "black whale HLAJEANS" is a brand new brand of fashionable sports shoes and clothing under Hai Lan's home. It was founded in 2017. It is located in the 20 year old young mass consumer group. Its products are divided into three series: sports, street and party. The overall design is fashionable and diversified, so it can adapt to youth culture and strive to become a new brand of national tide youth.

Wang Liping, an analyst at Shen Wan Hongyuan, said that the black whale brand positioning tide brand, ignited the new generation of competitive spirit with the glory of the king. The black whale HLAJEANS was the clothing brand of the positioning young people launched by Hai Lan's home in 2017. It formed a differentiated consumer group coverage with the main brand of Hai Lan home, and the number of stores is expected to exceed 200.

According to AI's consultation data, nearly 40% of the users of "King glory" are under 24 years of age, 32% of the users are 25-30 years old, and are very popular with the black whale brand consumers.

Observation shows that KPL fans have a strong sense of recognition for sports teams and athletes. They emphasize the spirit of self-confidence and resolute spirit, and are consistent with black whale brand's "never compromise" brand attitude to further strengthen the brand new generation tide label.

Wang Liping believes that Hai Lan's home has experience in new marketing. In 2018, the main brand launched cross-border cooperation with the Jedi survival game, integrating the game elements into the men's clothing of Hai Lan's home, and launching a gift package including limited edition T-shirts, which was well received by users.

"The glory of the king", with the positioning of the whole people's game, covers a large group of young people. 15 teams of uniformed uniforms are on the line.

"The glory of the king" is a heroic competitive tour designed by Tencent. According to Tencent, the game ranked the first in the total ranking of China's app stores. According to the seven Mai data, its application side ranked the top in the download category of game APP; according to Aurora data, in the end of 2018, the penetration rate of "King glory" was 17.36% in the APP category of mobile games; according to the consulting data of AI, as of January 2019, the total monthly number of Independent Games was 150 million.

The "King glory" has strong social functions and wide audience coverage. The game has the convenience of mobile devices, attracting a large number of MOBA game groups that originally made personal computers. At the same time, the mobile terminal rhythm has been speeded up to meet the needs of massive office workers and student groups fragmentation entertainment. The game's "five black" cooperative game mode can bring a large number of recommended traffic, and constantly stimulate the activity of players.

Public information shows that the business of Hai Lan home covers the management of brand clothing and the production and sale of high quality Western-style clothes and professional wear. The management of brand clothing includes brand management, supply chain management and marketing network management.

The company has "Hai Lan home", "HLAJEANS", "love rabbit", "San Keno" and other clothing brands, of which "Hai Lan Jia" is located in the commercial, fashion and leisure public good quality men's wear, "love rabbit" positioning Yu Shishang, leisure style urban women's clothing, "San Keno" is positioned in tailored business clothing.

The products include men's wear, women's wear, children's wear, accessories and household products. It has the characteristics of high cost performance, rich category, and meeting the needs of the masses.

Li Qiang, a northeastern Securities researcher, predicts that the brand of Hai Lan home will maintain the net growth of stores in the next three years. The driving factors will continue to expand the main brand, while the secondary brand HLAJEANS will speed up the opening of stores after the initial exploration. The company's single store income will change its downward trend in the past to maintain stable growth, mainly due to the number of street shops pferred to the shopping center, and the secondary brand HLAJEANS is mainly opened in the shopping center, and the opening area is larger than the average area of the main brand.

In the view of Li Qiang, Hai Lan's home has expanded rapidly with the help of the unique light asset mode with the upstream and downstream wins. It has successfully created the National Men's wear faucet and has a larger scale advantage, and has become one of the effective competitive barriers. The company firmly grasped the important links such as brand building, terminal operation and industrial chain management in the apparel industry chain, constantly improving and keeping pace with the times, and continues to make progress in the upgrading of brand image, brand category development, industrial chain information upgrading, international competition, and ecological platform building. At present, the matrix of multi brand and multi category has been well arranged.

Data show that in the first three quarters of 2018, Hai Lan's family realized a business income of 13 billion 40 million yuan, up 4.53% over the same period last year, and the net profit attributable to shareholders of listed companies amounted to 2 billion 628 million yuan, up 4.66% over the same period last year.