The Number Of Shops Is Two Times That Of Mcdonald'S. What'S Behind The Game Of Hai Lan'S Home?

After all these years, every time I see the home of Hai Lan, I still think of Yin Xiaotian.

Once you open the CCTV every night, you can almost always see four Yin Xiaotian challenging the difficult steps, telling you whether it's a suit or a leisure, the home of Hai Lan can pull you out of gravity and conquer the limits of the human body.

"Two times a year, Hai Lan's home, every time there is a new harvest, men's wardrobe!"

In the impression of everyone, Hai Lan's home has always been the true love of young people in villages and towns. Advertising words have gradually been changed to "men only need to visit two times in a year: buy one, retreat once."

It's not just Hai Lan's home. Some domestic brands exist, just like leaving no bangs.

For example, the existence of seven wolves makes the tough guy represent Zhang Hanyu, Chang Chen and Hu Jun, and becomes a senior race walking team in a second.

For example, the existence of Metersbonwe made Jay Chou stay with it for a century.

This is a fact, but not all of it.

What people can't understand is that such a brand of the earth, as early as 2015, the total assets have more than 50 billion yuan, boarded the "Forbes" Asia Pacific best listed company top 50.

According to the spancript of Hai Lan's home in 2018, its total revenue amounted to 19 billion yuan, and nearly 6000 stores were opened throughout the country.

The 6000 house sounds very unspecific. McDonald's is able to see it clearly. In China, there are 2700, but Hai Lan's home is more than two times the number of McDonald's.

Even the business is so good that even Ma Huateng is eyeing such a "old man's Wardrobe", which smashed the 10 billion stake in Hai Lan's home and made it so.

LOW for 17 years, making 18 billion, so amazing?

01

The three key words of Hai Lan's home are Tucao:

Soil, low, ugliness

One day in 2002, a young man of Zhou Jianping went to Japan.

He went into a clothing store. The shop was very bright. All the clothes were neatly laid out. It was quite different from the clothes shop that China wanted to throw all styles into front of you at that time.

Zhou Jianping had been in the store for a long time, but there was not a shopping guide close to him, only a few tally clerks. The clothes are arranged according to gender and function. They provide a variety of color matching for the same clothes, and the size of the goods on the rack is complete.

This clothing store like supermarket is UNIQLO.

UNIQLO's heart wandered around Zhou Jianping. After returning to China, he did not sleep for several nights: why can't China have a cheap clothing supermarket?

At this time, Zhou Jianping is actually the boss of the 5000 people. Although the fame is not big, the fabric processing business is almost zero risk.

This is getting stronger and stronger in my heart. Zhou Jianping feels that people must have a dream in their whole life. I also want to set up shop in China in this way.

In September 2002, the first shop of Hai Lan home was officially opened in Zhongshan North Road store, Nanjing.

With boundless and boundless and boundless atmosphere, it will create a magnificent cause.

In fact, if Hai Lan's home really studies UNIQLO, it will probably not be tucking into such a way. It was not until 2009 that Yin Xiaotian wore clothes that were fascinated by colouring, and tried to be concave. He told everyone that this was "a man's Wardrobe".

Three years later, the spokesperson was turned into actor Du Chun. It is a pity that the replacement is not changed. Du Chun, who is formally dressed, works hard to dance. The advertisement is so honest that he does not even repair his belly.

Everyone is scolding the beauty of Hai Lan's home. Is there something wrong with it? People never thought that the sea Lan's home was a shocking sales, the performance of the market and the speed of opening a new store.

Over the past two years, income, market value or profit have been more than the sum of four Fujian men's clothing listed companies.

02

Hai Lan's home may not depend on selling clothes to earn money.

For what?

Depending on the family of Hai Lan, it is really a very interesting brand, and the pattern is very advanced, and the pattern is very large.

1. a designer does not buy products on credit.

We know that most clothing brands make their own product design, and then commissioned to produce factories. Hai Lan's home is totally different. It basically does not design products, nor does it spend money on designers. Most of its products are ordered from hundreds of thousands of suppliers across the country.

Hai Lan's home will produce two procurement plans each year, which will be designed and manufactured by the supplier itself. I don't care what you build. I only sell it for you. I also owe you money for the purchase of merchandise. Anyway, I have a lot of goods. You can't take me.

This solves the problem of production.

Ma Yun also ran to visit the home of Hai Lan.

2. shops do not need their own money.

On the other hand, Hai Lan's home has a very strong ability to open shop.

It is said that if you want to join a store, you have to pay 2 million yuan. 1 million of them are used for shop decoration and staff training, and the other 1 million is the deposit for Hai Lan's home. It is so strange that people are wondering why people are willing to play with the family of Hai Lan.

The advanced place is that franchisees do not have any rights. Even a Lucky cat is not allowed. But in turn, the small partners who join Hai Lan's home actually need to pay the franchise fee and then manage the store to sea Lan's home to manage it. You can enjoy the sale of goods if you don't do anything.

And Hai Lan's home, he raised a lot of cash in this way, and then continued to expand the shop with this fund, and it all seemed to have to admire the pattern of old Zhou.

3., even the site does not want to worry.

Hai Lan's home opened the shop, saying that the phrase "rural encircling the city" can be said to be very thorough.

At the beginning, Hai Lan's home threw many shops in the three or four line city. When others were still doubting the purchasing power of the town youth, Lao Zhou had already discovered that the characteristics of the three or four line city's business district were concentrated. Instead of spending the old time, the location was to find a business center and open a store, and the whole city soon knew it.

This is traffic.

4. radish price clothes, ginseng price after sale.

Another place where Hai Lan's family has nothing to say is his after sales service.

For example, 50 days, 100% unconditional return, different areas can also be returned to other places, free change the length of trouser legs, the price of cabbage clothing services can do this part, it is also a conscience.

100%, the unconditional return policy has brought huge inventory backlogs to him and his suppliers. What should we do? Hai Lan group has opened a brand by itself. It is called Bai Yi Shun, which is specially used to sell the stock stock that Hai Lan home can not sell and return.

03

Now the painting style of Hai Lan's home.

High fashion to make you afraid

In this way, the old Zhou took the home of the native sea Lanlan, from 2013 of 7 billion 150 million to 14 years 12 billion 340 million, 16 years 15 billion 830 million, 16 years 17 billion, 17 years 18 billion, 18 years into the 18.

Old Chou is not easy. If you earn more money, there will be a steady stream of voices saying, "so what, but he is still dirt!"

Lao Zhou can't do that. There are also Xiao Zhou. Once, Lao Zhou was very simple and crude in advertising. For example, if you look at the key words of "Hai Lan home" in Baidu pictures, it can ensure that the first 80 pages you see are commercials, no repetition at all.

In 2010, Zhou Lichen, the son of Lao Zhou, graduated from Qinghua University and took over the family of Hai Lan. After the two generation of succession, the new action of Hai Lan's home also increased.

Hai Lan's home x Lin renewal

He first found the advertisement rescuer of Hai Lan's home - Lin renewal. Nine hundred million the dream of a girl, the advertisement is like this.

Lin said, "I am very cold" in the advertisement, but how to finish reading, even the knife elder brother is all hot. And the most important thing is that Lin's updated ads never seem to be like the two former spokesmen. The most pretentious posture of the whole dance is just walking forward with clothes.

After all, Kaneshiro Takeshi is handsome but not self aware. Lin update is handsome, but I don't care.

Then, Hai Lan's home developed a joint venture with the first Chinese designer, Xander Zhou, who boarded the London men's wear week, and the black and white ascetic system had another round.

Female Tucao is not interested at all, because it simply does not have women's clothes. But Hai Lan's home wants to tell you that they have women's clothing.

Last year, Hai Lan's home and Chinese women's wear brand UR completed marriage, and the painting style was no longer colorful.

Even the Tencent was attracted by the bunk's desire to change his mind completely. He took the 2 billion 500 million stake in Hai Lan's home and took out 10 billion investment in Hai Lan's home and opened Heilan Home.

Now, Hai Lan has chosen one. The home of Hai Lan has been completed from the man's wardrobe to the wardrobe of the male god, and then to the metamorphosis of not only your wardrobe.

In fact, the favorite thing of Lao Zhou is to raise horses. Hundreds of acres of land in their hometown are all wrapped up by the old Chou and keep the best horses from Inner Mongolia, Xinjiang and Beijing.

The family of Hai Lan is also a horse of Zhou Jianping. No matter how much controversy, the horse has become a blood horse from Tu ma. It has become the fastest growing local brand in China's clothing market in recent years, thanks to its smart management mode and a heart that has been changing.

You only saw him for 17 years, but he didn't notice that he had already surpassed H&M and Zara in China, and the home of Hai Lan had no bull, but he was like an interface, organizing all kinds of resources to form a unique product and brand.

It does not own too much resources, but all kinds of resources play the biggest role in it.