Hai Lan'S Home Brand Grew Slowly, And Its Revenue Rose 4.89% In 2018.

In March 29th, Hai Lan home Limited by Share Ltd (600398.SH, hereinafter referred to as "Hai Lan home") released its 2018 earnings report.

According to the financial report, in 2018, Hai Lan's home revenue reached 19 billion 90 million yuan, an increase of 4.89% over the same period, and the net profit attributable to shareholders of listed companies was 3 billion 455 million yuan, an increase of 3.78% over the same period last year.

Among them, the main brand "Hai Lan home" business income increased 2.62% to 15 billion 144 million yuan compared with last year, the women's clothing brand "love rabbit" income increased 22.68% to 1 billion 98 million yuan compared with last year, business professional dress "San Keno" realized income increased 12.82% to 2 billion 121 million yuan compared with last year.

From the online and offline look, Hai Lan home online revenue of 1 billion 151 million yuan, the next line revenue of 17 billion 588 million yuan.

At present, there are 8 brands of Hai Lan's family: Hai Lan home, San keno, AI Ju rabbit, black whale, OVV, AEX, Hai Lan optimization life hall and boys and girls. Among them, the boys and girls are Hai Lan's family, and the children's clothing brands are controlled by their capital raising in 2018. The target group is the children from 6 months to 16 years old, with high quality and high performance price ratio.

In 2018, Hai Lan's home opened cross-border cooperation with Tencent and the US group to expand the influence of brands on young people, form a communication matrix, enhance brand sentiment and enhance the stickiness of fans.

Sponsored variety show "wonderful fifth season" and "next station legend", attracting the attention of young consumer groups, expanding the brand radiation crowd, realizing the rapid spread of brand depth and breadth, and promoting consumption pformation.

In 2018, Hai Lan's home continued to increase its presence in shopping centers, develop a shopping mall with benchmark stores, further optimize the distribution structure of stores, and enhance the operational efficiency of all stores.

Adopting multi national and multi brand internationalization strategy, we have ploughed Southeast Asian markets and successfully entered 4 countries, including Malaysia, Thailand, Singapore and Vietnam, to expand their influence and share in the international market.

During the reporting period, Hai Lan's new store opened 1181 stores, closed 300 stores, and made a net increase of 881. The total number of stores was 673, of which 5097 were Hai Lan's brand, 1281 were AI Chu's brand, and 295 were other brands.

Author: Luo Xiuling